BHS HIM

BHS

Contents...Vision...

Page 4 - 5

Location...

Page 6 - 7

Concept...

Page 8 - 9

Visual Merchandising...

Page 10 - 11

Interactive Shopping...

Page 12 - 13

Fixtures and Fittings...

Fitting RoomsFlooring

Fixture and FittingsLighting

Page 14 - 15

Additional Elements...

MannequinsSwing tages and Bags

Hnagers

Page 16 - 17

Signage...Signage

External Signage

Page 18 - 19

Branding...

BrandingRebranding future

Page 20

Production of Fixtures and Fittings...

Page 21

Public Relations...Launch

ObjectivesMedia and Press

InvitationsCatering

Insurance

Page 22 - 23Marketing...

Online Communications

Page 24

Advertising...

Page 25Implementation...

Page 26

Budget...

Page 27

British Home Stores first opened its doors in 1928 and has become a major high street retailer offering the customer, stylish clothes ranges and home ware at outstanding value. The household name has over 185 stores na-tionwide including a number of standalone home stores. The year 2009 was a major mile stone for British Home Store as owner Philip Green merged the company with his other brand Arcadia. This gave the brand the op-portunity to be given an image overhaul; Green has been working with the design company Dalziel & Pow, his aim was to create a new contemporary department store environment, that would attract a younger customer with-out alienating the existing clientele.

The New store concept that has seen the company being rebranded as BHS showcased its new concept in its Uxbridge branch in 2010, each de-partment working on a similar format thus creating flexibility for the store future.

However BHS MENS is still the least successful department within the stores, compared to the other departments such as woman’s wear which has in-corporated other brands from the Arcadia brand and other external brands. BHS MENS has also done this but not to the extent of woman’s wear, the brands that have been incorporated into the men’s department include Bur-tons, Atlantic Bay and Trait for the younger customer, however they are not attracting the customer numbers expected. This has turned the department into a low priority with uninspiring department layouts and visual displays; meaning there is nothing to attract the younger customer and modern man desired by BHS.

Vision...

Creating a strong retail environment that will attract the modern man with-out excluding the current clientele is something that will give BHS the upper hand against its competition such as Marks and Spencer and Next.

Since BHS merged within Arcadia it has seen itself as a forward thinking brand that has already seen fantastic changes and improvement in profits, however BHS are still missing out on the male market.The creation of a new concept that can sit alongside the existing department and store de-sign will create a shop within a shop. The introduction of new concession brands and a department redesign will focus on attracting a new male market; the use of media advertising will be used to attract a new younger customer base.

The New menswear department will embody the latest trends in suiting, everyday essentials and accessories however the brand will retain a per-sonal style and communicate to a wide range of ages. The environment of the department will be inviting towards the modern male without excluding woman the core customer of the brand BHS. The department will be made up of rich colours and solid textures, such as wood and metal. The trends that will be sold will be displayed in their own unique environment within the department, the creation of a definition between the suiting and everyday essentials etc will lead the customer around the department as a whole and all will be focused around a central fitting area, where possible nationwide.

The department will become a technology haven, by installing the latest digital visual merchandising and unique personalized fitting rooms that will cater for all customer personalities.

Location...

The first location of this concept will be produced in the current site of the Bhs in Newcastle upon Tyne on Northumberland Street which is due to benefit from new Dalziel & Pow concept.

The store is located at the top end of Northumberland Street and sees a high footfall past its doors; this is a unique opportunity to create a destination for the male shoppers in Newcastle. The team within the store will offer a personal-ized shopping experience to each of the customers and offer advice on fash-ion choices to all age ranges, be it the customers is shopping for the Father or Son.

The department will be located within the basement level of the store.This is a site that boosts from having windows and visual possibilities around the store that are located on two streets each with high footfall. One of which is highly used for students getting from campuses to city centre locations. This is a unique opportunity that this site has for attracting the younger customer. This site is already under lease by Arcadia and requires no further funding towards rent.

86-92 Northumberland StreetNewcastle Upon Tyne

NE1 8NA

Store Dimensions

Ground floor - 8238 sq ftBasement Level - 22913 sq ftTotal retail space - 31151 sq ft

Men’s wear retail space (Located in the basement) - 8000sq ft

Concept Inspiration...Concept inspiration

The concept design will take inspiration from the male fashion industry and will also have the element of industry that has been made famous around Britain from shipbuilding to architecture. Elements of the new concept from Dalziel & Pow will remain, as the store has to have room for future development.

Their concept was to create a strong and dramatic architecture, which would draw the customer around the space. Departments including men’s, women’s, children’s and home work off the same architectural principles, allowing flexibil-ity to the store in the future. Ceiling architecture delineates the circulation of the store, aiding navigation and creating a shop-in-shop feel, the use of the warm reds and gray’s is used.The use of the warm reds and greys will fit perfectly with the new men’s wear department.

Interior design

The department will be made up of rich colours and solid textures such as wood and metals, which will define this men’s wear market on the high street. The use of furniture, rugs and lighting will give this men’s wear department a unique feel and look.

Concept Inspiration...

Visual Merchandising...Visual merchandising (WINDOW)

The visual merchandising for window displays will require a 3 metre by 2 metre window space where possible, this is so that the new concept BHS HIM can be shown to its full advantage, also the display will take up a prime window space with a high footfall passing by to ensure the maximum publicity. The BHS HIM brand will take control of the prime window display area for 3 months before its handed back to the highest profit maker, woman’s wear. BHS HIM should have control of the prime window location within stores twice yearly at least.

Visual merchandising ( in store)

In store visual merchandising should lead the customer into the department and engage the consumer with the products, which will be displayed in a unique style giving BHS HIM an exclusive look. Signage will be clear and inte-grate with the Daziel & Pow BHS concept.

Millington associates [email protected]

Visual Merchandising...

Interactive Shopping...The new experience that BHS HIM has created, makes buying a suit an amazing shopping experience. The introduction of technology into the department a certain will create a certain buzz for the customer; the unique hanger system is something that has never been seen before on the high street.

When the customer enters the suiting area of BHS HIM they will be met by a truly amazing experience of the tailoring world. The modern twist being that there will be plasma screens built into the panels on the wall.When a customer picks up a suit from the rack, the hanger system will notify the store computer to immediately show a video of the corresponding clothes on a screen that is closest to the customer.

The idea of TEAMLAB Hanger is to use common customer behaviour as an interface. Not only does the TEAMLAB hanger not obstruct with the normal shopping experience, but make it informative by providing relevant informa-tion on screen. The system aims to eliminate boring static mannequins, and create an interactive experience such as combination of light, ambient music and video. The system works equally well in small space. From the store’s perspective, the hanger can collect valuable customer behavioural informa-tion, such as number of pick-ups per item, duration, location, etc.

Fixtures & Fittings...

Fitting rooms

The fitting rooms will tailor to each of its customer needs when they take the deci-sion to try one of the fantastic fashion options that will be located within the new menswear department BHS HIM. Each of the fitting rooms will feature oversized dark wooden doors and will be located in the centre of the department where possible. When the customer enters the fitting room they will be met by a white room with three large full length mirrors. Lighting will be integrated into the white floor and ceiling that will allow the customers to change the lighting to accent the outfit to a time and place that they may wear this. The customer will control this by a lighting pad system incorporated into the wall.

Flooring

Flooring throughout this department will be large grey ceramic tiles, this is to ensure they do not become dated and overwhelm the visual displays, this is also cost effective and time efficient.

MEADEE [email protected]

Fixtures & Fittings...

Lighting

Lighting within this department will use the lighting that the rest of the store uses however spotlights will be incorporated were needed; such as visual displays and prime stock locations. There will be bold lighting over the till point area, large dome chrome fittings will be fitted over each till point, these will be on electrical panel points in the ceiling so that they can be changed and kept up to date with interior fashions.

Modern lighting [email protected]

Fixture and Fittings

Fixtures and fittings throughout this department will be made bespoke, the design of this department will have to allow for the development within the rest of the store, and so designing fittings such as wall panels that can be removed and placed elsewhere with ease is a high priority.

Visual displays will be changed seasonally, however keeping cost low makes this difficult so the introduction of interchangeable fixtures that can suit colours and trends of the season. All of the fixtures and fittings have to allow space for movement, this has been taken into the design development of the department allowing each of the wall panels to be removed with ease and placed elsewhere, the fixtures will allow for large scale movements.

Additional elements...Mannequins

Even though there will be digital merchandising of the clothing, mannequins will still be needed for the window displays and in store merchandising. Root-stein will be supplying the mannequins in a black and white high gloss finish. In total there will be 15 mannequins, three for window displays and 9 in store including 3 back up mannequins for future development of the department.

[email protected]

Swing tags and Bags

The tags on the men’s department will have Dalziel & Pow Company BHS branding on it, however will now also include the new branding of the men’s wear department BHS HIM along with price, size and barcode. The bags will be strong paper with BHS HIM logo on. These elements will create a unified branding and further advertising for the brand.

Smart [email protected]

Hangers

Products will be displayed on dark wooden chunky hangers unless they are being used in the interactive suiting area, they will then be silver and supplied by TEAMLAB.MORPLAN LTD01279 435 333

Signage...

Signage

The key elements of Dalziel & Pow design was of the striking new identity, in-cluding a clean bold logo, which deliberately moves away from the script logo-type of old. A strong corporate colour palette of warm reds and greys enhance this statement and will be used across its signage to create a clear and legible signage system. The traditional brand now feels contemporary and modern, BHS HIM will use the same signage, but some will now have the brand BHS HIM added. Gaining’s its own logo without separating its self from the brand BHS.

RGLA retail [email protected]

External Signage

The external branding of the building that BHS stands in will play a massive part of attracting customers, still using the Dalziel & Pow concept but adding flag signage to advertise BHS HIM. The signs aim to stand out on the high street, their bright colours and bold text will ensure to create some attention for the passer buy.

Edmonds UK [email protected]

BHSHIM

Branding...

Branding

As BHS is such a well known household namei that has seen massive im-provements in recent times. It seems wrong to rename the company, so the idea is to add to the Dalziel & Pow concept and Rebrand BHS menswear into BHS HIM with the use of the same colour palette a strong affective logo has been created.

Rebranding future

If this rebranding of men’s wear into BHS HIM works the rebranding of the menswear will go live after 6 months nationwide and stated within each store within the year. The 6 month trial will give the brand BHS the opportunity to see if the redesign has had the desired effect, the introduction of a new customer base and higher profit.

Production offixtures and fittings...

Electricals

Electricals will be supplied and fitted by Modern lighting solutions this com-pany has worked with a number of high street retailers.Bespoke Joinery and Shop Fitting

For over four decades JRS have developed a reputation of innovation, qual-ity and reliability both in manufacturing and project management. Projects include Dior, Dune and Gant, JRS’s principle service is the provision of a full shop fitting solution, from the interpretation of an initial design concept to the final handing over of a site to the client for merchandising. The process nec-essarily involves the company’s in-house design skills and manufacturing facilities

JRS [email protected]

Launch

The launch of the new concept will go live into the BHS Newcastle relaunch; this will be a massive event including a fashion show and launch party that will show-case the best of the brand.

Push PR has a reputation as one of London’s and the UK’s most dynamic Fash-ion, Beauty and Lifestyle PR Agencies. From a fashion and jewellery label launch to stylish beauty events and catwalk shows, Push PR can get you where you want to be and take you further. Push PR is passionate about results and thrives on creative, fast moving campaigns. This is perfect for the new contemporary concept that BHS has.

Public RelationsStrategy...

Push Pr Objectives

• Establish BHS into the younger market with advertising campaigns without alienating current customers

• Launch the New BHS HIM department with the use of adverting other me-dia communications

• Launch the BHS Newcastle Branch on the 31st October 2011

• Ensure the customer has the best shopping experience

Media and press

Advertising campaigns and product placement will run in local and national newspapers also campaigns should run through magazines such as, GQ and esquire for men’s wear, Red and Marie Claire for woman’s wear and lifestyle magazines for the home departments this will enhance the brands awareness to the public.

Invitations

Invitations will be sent out in time for the store opening on the 31st October 2011 at 6pm and will see an array of guests from customers, newspaper, magazine editors and celebrities. The invites will be A5 booklets that will showcase images of the new store and departments and its new image, the booklet will carry the branding and colouring of the BHS concept and will instantly allow the viewer to see the changes within BHS as a brand.colourdigitalprint.com

Catering

Catering will be supplied by the BHS CAFE to showcase their new menus; an outside bar will brought in to cater the launch evening with champagne and mix of other drinks. The store holds an Alcohol licence under the name of Judith Brooks Store Manager.Love Food Ltd

Insurance

Public liability insurance will be required at both the store launch and for day to day trading at the cost of £876 for the store launch and an additional £859 for monthly PLI. This will be provided by Zurich.

Marketing...

Online Communications

Online communication is BHS’s strongest link with the youth customer, with the use of free social networking sites such as facebook, twitter and blogs. All are a free and great way of keeping people up to date with what new in store and the latest trends. The latest trends within the brand will be showcased in a digital look book. The BHS website has already be updated with a new logo and con-cept redesign, all that will need to be added is the rebranding of BHS men’s wear to BHS HIM and the incorporation of digital look books. The digital look book will be created within house and will be displayed on ISSUU.COM at £11.80 per month a cheap yet affective advertising tool.

Advertising...It’s all about being in front of the right audience, with the right message, at the right time, media planning, media buying and execution for press, magazines, radio, TV, outdoor posters, leaflet inserts campaigns. This will be the job of Blaze commutations at the cost of 17% of all placements and overall costing of adver-tising campaign.

Press releases will be used to communication latest trends and store develop-ment within the media; these will be sent electronically via email. Customers who have chosen to be on the mailing list or social networking sites will receive a press release and look book to keep them updated on the latest trends at BHS.

Magazine advertising is an important factor; these advertising campaigns have to be well placed within the right style of magazines to attract the new and old cus-tomer base. The typical cost of advertising in magazines such as GQ, RED, and Lifestyle are £51408.46 per 4 page colour spread per issue.

An advert placed in a local or national newspaper roughly costs around £60 per single colour column centimetre or £45 per single black and white column centi-metre.

Billboards in and around the city centre will communicate the changes taking place at BHS they will advertise the new collections within the store. Paintedpostermedia.co.uk £1265 per board per month

Advertising on buses and taxi is a great way to get advertising to the masses.Paintedpostermedia.co.uk

Buses - £835per bus per monthTaxi - £391 per taxi per month

Models and studio hire5 male models £500 per model per day these will models used within the Arcadia brands.Studios hire £135 per half day

Sean Elliott £565per day will be taking the images for adverting campaigns, look books and also the videos for hanging system. www.seanelliottphotography.co.uk

Implementation...

Location Revamp beginsApril 2011

Fixture and Fittings (place order)

May 2011Visual merchandising (start designing displays)

Interactive shopping (place order)

June 2011Photographer, model and studio(hire for one week)

Mannequins (place order)

July 2011Signage (place order)

August 2011Department fitter’s installation

Septmeber 2011Send out invitation to launch

October 2011Press and advertising campaign begins

Department layout

Launch31st october 2011

Budget...

Componant   Cost  £ Total  cost  £

Visual  Merchandising £700  per  month £8,400

Ligh=ng £13,000.00

Flooring £11,113

Fixtures  and  FiCngs £37,567.00

Interac=ve  Shopping £7,850

Mannequins £716  each £10,740

Signage £3,750

External  Signage £6,580

Swing  tags £175.50  per  500 £7,020

Bags £180.20  per  500 £7,208

Hangers £29.50  per  50 £12,983

PR  Agents £2585  per  month £31,020

Invita=ons  (Launch) £360  per  500 £360

Catering  (Launch) £15  per  head £7,500

Online  Communica=ons £11.80  per  month £141.60

Advertsing £191,782.00 £191,782

Photographer £565  per  day £3,955

Model  Hire £500  per  model  per  day £17,500

Studio  Hire £270  per  day £1,890

Insurance £932 £11,184

Total  Cost £392,543.60