Professional Documents
Culture Documents
o V E R V I E W
cOMPAN Y
We are
The
Who l fi g e r s!
Hi
Hey!... are
we?
What we want...
Chapter 2
Market
Research
Who?
1. Describe the type of person who could be your
typical customer? Preppy
Men and women ages between 18 - 45 a wide audience. From a mid-
dle to upper class background. The younger audience from pri-
vate/grammer schools. The majority being an American audience. Classic American
Initial inspiration:
As seen on the left a spider diagram of initial research
for the NYC Tommy Hilfiger Flagship store. On this diagram
are a number of elemnents that I believe should be in the
store - things that consumers see are apart of Tommy Hil-
figer and that need to be carried forward. Including things
that are typically America things that were ‘Tommy’ before
the new campaing, as it is really important to include
these elements so consumers still have brand awareness,
looking after the current and new customers.
This is topshop in NYC - good use YSL amazing clouded glass that
of colours and original featurres lights up at night - amazing afri-
including the staircase. The win- can themed display with a lifesize
dow displays are large and the giraffe. The building is amazing,
topshop flags make it clear that it stands out and really represents
is topshop. the brand.
http://www.google.co.uk/imgres?imgurl=http://www.thebestpageintheuniverse.net/images/hollister_facade2.jpg&imgrefurl=http://www.thebestpage-
intheuniverse.net/c.cgi%3Fu%3Dfashion&usg=__kCPASfjCTQ_8xSPd1TzHny3PF2M=&h=423&w=500&sz=71&hl=en&start=27&zoom=1&tbni
d=3PGrV_-QCgCDNM:&tbnh=108&tbnw=128&ei=oTFqTZ31M87
to
il fi ge r is tr yi ng to reinvent itself in
Tommy es brand compet-
cu lt am er ic an st yl
a preppy is
ch a Ralph Lauren. Th
ing against brands su when
so me th in g th at ne eds to be looked into
is pi-
gn in g th e st or e la yout. Upper class ty
desi
er ic an s ho us es ar e like what you get in
cal Am
to ns , th e ty pi ca l house you see in all
the Hamp is something that
ic an mo vi es . Th is
of the Amer to do for the front
ly in te re st in g
could be real build-
th e st or e. Wh it e washed wooden styled
of rna-
wi th th e hu ge po rc h with all of the fu
ings i-
, ca su al ye t el eg an t and typically amer
ture on ght show this, found
pi ct ur es to th e ri
can. The , th e one to the bot-
d Go og le Im ag es
on Flickr an
al ly de pi ct s wh at the houses are like,
tom re the
th e ol d fa sh io ne d styled shutters over
with
Th is is de fi na ly Tommy Hilfiger, yet
windows. tw ist, like with a
of a co ol fr es h
needs more an d the tall wooden
ru nn in g th ro gu h
brick wall stairs
am s le ad in g to th e above balcony. With
be
ng fr om th e de ck in g. A huge decorative
traili
at wi ll ca pt ur e th e cosumers eye and
stunt th also be realesed
th em in . Th is ca n
will draw gi ni sed as Tommy Hil-
at wi ll be re co
worldwide th s ha ppened to Holl-
ch li ke wh at ha
figer very mu
siter.
http://www.google.co.uk/images?rlz=1T4ADFA_enGB404GB404&q=tree+like+columns
c O L U M N S
iNSTO R E
P I R A T I O N
T O R E i N S
iN S
Aboveistheinsideofthemichelinestore,withtyretracksalloverthewall
andacarhungfromtheroof..Thisstoredoesnotmakeamassizeprofitbut
reallyspeakstotheconsumersaboutwhatthebrandisaboutandwhatis
sells.Itisobviousfromthestoredesignitselfthatthiscompanysellstyres
withthetyretrackswallpaperandcarpet.Asthewallcoveringsarethe
mainfocalpointandthehangingcar,theydesignershavemadethebalco-
nys,stairsandfixturesclear,reallyallowingtheaudiencetoseethedesign
aspects.
PERFECT COLOURINGS.
This is the sort of
eary, woodland feels
that I want to have in
the store. Magical,
weird and ultimatly Again a magical image,
mind-boggling. With where midsummer nights
the customers weaving dreams meets reality
in and out of the tree - a world that I want
and clothing. to remake within the
store. The candles add
a nice lightin feature
so could work within
the store - natural
light.
as been a
The bear h
c t o r t h r o ughout the
fa is im-
i n g s o i t
campa
r t a n t t o have him
po
store.
within the
n k i n g o f a stuffed
Th i
a c t i n g a s a sign I love this image -
bear
d i r e c t i n g the cus- hanging things of the
-
ough the branches. This is what
tomers thr
I want to do with the
shop.
clothing and the ac-
cessories - literally
tie them on the trees
- for display only.
Midsum-
N i g h t s
mer
a m m e e ts
Dre
This image is ea
ry
with the black be
au-
reality
tiful image with
the
light background
. This
image displays th
e
mood that I was
to
resemble within
the
store.
s
a b r i c swatche
f
s e l e c tion of w i l l be ap
-
A a t
ours th re. Flo
-
and col t h e s t o
r e n t within s a n d natu-
p a i p e
, o p a q ue, str a mixture
ral U s i n g
a l e l e ments. r e used on
r a t a
urs th his is
of colo a g a s t
rican fl ithin t
hw
the Ame c t o r w
d i m i n ant fa a t t h e back
a
- a s the flag rime fe
a-
stor e t h e p
t h e s tore is & W HITES
of U E S
EDS, BL colours
.
ture. R t u r a l
ith na
mixed w
The natural el
ements will be
ment concrete bark, ce-
and wood, all
elements are f of these
ound within th
and also seem e forest
dark and eary
ished with nat - yet fin-
ural magical l
could look bea ighting
utiful. The st
floral patterns ripes and
will bring the
back to relali store
ty, adding in
preppy aspects american
as brand ident
the customers. ity for
Ch a p t e r 4
Played around with the th
to make each level a diff
ree levels
erent size
test the
The digital screen will be on the
left wall as you walk in - this is
Store
- the top being the shor going to be a video of the hilfigers
at this
second slightly longer - in the woodes - making you feel
ents have
point no decorative elem they are there too - again the lay-
nd with
been added - playing arou ers dont seem very treehouse like.
e.
stairs from the warehous More research needed into tree
houses.
De s i g n
se
n d w i t h the u
ou rectan-
e d p l a ying ar s i m p l e
Start - drawng
a
r aising
v e l s a n d
of le ying
b a s e and cop l i s inlight
.
gu a l r l e v e
i n g s u re each p l ans - t
his
mak the fl o o r and cut
o w i n g d w i t h
Foll be tamp
ere
l evels.
t h e n e r e n t
will e the dif
f
c r e a t
to re
chnaged fro
the stairs have been
re tree-
ladder styled ones mo
e the chang-
house like. To creaat
a shed from
ing rooms: imported
ed - cutting
the warhouse and edit
d e d - of th e ro of an d half of the side
lu pied to creat two
e v e l s are inc o r c u s - wa ll - th is wa s co
the l the lef
t f ted.
All of
l e d g e t o b e a b le ch an gi ng rooms. - wooden pain
adding
a and
w a l k around m o re life
s t o r s -
tomer other fl
oo n-
v i e w t h e
e r e s e arch. I
to t h
r e e h o u se from n f e n c i ng has
a t ode
a d a l edge wo e s h a v e also
ste re
a d d e d - the t t h r o u gh each
been cu t
p l a c e d - and
been
level.
The wood
en paint
not what s on off
i wanted er were
image fr so i sav
om the w ed an
into the eb and i
paint ta m ported
that i u ble - it
sed to r was this
fencing, e-paint The second fl
changing all of t oor has been
top floor rooms an he ed with a ce paint-
floor, so d the ment like pa
like whe it all m i imported i int which
n a tree atched - nto the pain
is norma house is used the pen t bar. I
lly usin built it tool to draw
wood fro g the su way around a a path
m the sa rroundin ll of the tr
tra edge me tree. g it out to th e e and cut
The treehouses are all wooden with fencing as houses t The ex- en paint wit
- more o he chagn cement paint h the same
f a guid gin room . The ground
the edging - rustic and dirty looking. With am makin ance str
ategy - been pianted
w i
floor has
g sure i i t h f o r est shrug -
ladder styled stairs. each ele am posis image downlo an
ment str tioning aded from th
tomers h ategical e web.
ave to w ly so cu
floor. th alk and s -
e changi view eac
in a pos ng rooms h
ition wi are also
th a nic
e view.
Point of Sale
Ideas In-Store POS
Opening times are
simple and follow the
instore theme. Using
the same layout as
the Tommy file.
Here is a selection
of POS that will ap-
pear in the NYC Tommy
Hilfiger Store.
Offers
and pro
will ap motions
pear in
ing the clud-
real 20
nights % off
that ha
stores. ppen in
B R I C S
A l i v e
Plan
BRICS Alive
The image to the bottom of the right has had wood tex-
tures inputted on top of the layers for this to look
realistic. The shoes are from the Tommy Hilfiger web-
site and have been directly inputted into photoshop -
cut and then pasted into place.
PRESENTATION:
The presenation will include a video tour of the plot
where the store will be positioned. Also the origi-
nal Hilfiger video that has inspired the whole building
plus additional videos.
o n i n g . . .
o s i t i
Store P o u t
r n a l L a y
E x t e
Situated in th
e heart of New
for a flagship York City - t
store to reall he only place
rounded with t y make a state
he high street ment. Sur-
sales and visu s biggest comp
al merchandisi etitors in bot
ng. h
The biuling is
both a stateme
outside so wil nt on the insi
l need to be s de and the
York where eve ituated in an
ry angle of th area of New
difficult prosp e building can
ect in a city be viewed - a
that is also fi built upon its Above is a satellite view - showing the space avai
tting for Tomm elf! In an are lable
most consumer y Hilfiger and a from above. THE ‘a’ Pin points the exact location
visits. will gain the also
showing the surroundings.
ADDRESS:5th Avenue, Ea
United States st 59th Street Below is the positioning wthin Manhattan - showing
the
, New York, close proximity to Central Parc and major historic
at-
Chosen due to tractions.
the area and t
he space.
THE AREA: In t The image below on the right shows the space up
he heart of Fi close
Parc, The Gran fth Avenue bet - with ‘a’ pinpointing the apple store with the
d Plaza Hotel, ween Central space
glass flagship FAO Shwartz & available on the right where currently a water feat
store. The gla Apples iconic ure
fit well within ss part of the lies.
this area due building will
interior and e to Apples glas
xterior of the s store. The
fitting well wi store are ‘woo
th Central Par dland’ theme
tures opposite c opposite and
. The building the water fea-
look out of pl needs to stand
ace. out yet not
THE SPACE: Eno
ugh space for
something of a the building t
challenge in N o stand alone
the building c e w Y ork City. Each
an be viewed. side of
20m - more tha S ize of the spa
n enough for t c e is 15m x
he building.
Above is the fountain which will be rep
laced by the Tommy
Hilfiger building. The space as seen is
large and consumer
based. With steps leading to and from the
store. The sur-
rounding areas are built up so this spa
ce is an unlikely gem
to find and is perecf in both size and sur
roundings. The glass
builidng will work well within this are
a.
F i n a l
S t o r e
Ext e r i o r
The Final Brick....
The building followed a gruelling aim - to successfully
promote Tommy Hilfigers brand new campaign - really dev-
The Final Building... ling into the current inspiration with the final outcome
looking into the newly released advert based on treehous-
es and the outdoors - bring Preppy/vintage chic back into
the mainstream. The building was to be a flagship store
so needed to stand out and almost be an iconic pillar for
the tourist in New York. The problem with New York is the
lack of space and as the building has four very different
and attravtive sides it was important to find a plot that
could fit this....a very difficult task in a city that
are built upon themselves.