mixmag

Introducing an Experiential

Mixmag high street store

Gayle HockinFashion Communication DE0929

Contents Introduction

Experiential design is becoming a huge concept in the retail world. Due to the increase in web access and online shopping, it is essential that stores excel in attracting customers. ‘The physical store environment now accounts for a greater percentage of purchase decision.’ www.wpp.com 1 Therefore making the buying process a memorable experience for the consumer and engaging with a customer’s emotions is crucial. This research project will investigate into this and illustrate how interactive and experiential concepts are the key to success. Similar to an exhibition or event, customers should come away from the store with it having made a positive impact on them. There will be research into how and why there is a place in the market today for experiential and interactive designs, supported by examples and analysis of stores using these methods. The aim of this research document is to investigate into the latest retail environment and conclude what direction store environments need to go in. It will propose an idea of a collaboration store using the online fashion section of Mixmag magazine and launching a brand new, interactive store in which customers will experience a whole new shopping environment. Research will be conducted into emotional aspects of the consumer. Why do people shop? How do they shop? Where is the majority of the target audience’s expenditure? This will help develop the concept further and justify the place in the market for a new experiential store.

1 2

Page 2 Introduction

Page 3 Methodology

Chapter 1 Page 5 Mixmag Page 6 Music and fashion collaborations Page 8 What is happening in retail today?

Chapter 2 Page 9 Experiential Branding Page 12 Club Culture Page 13 Downloads

Chapter 3 Page 14 Competitors Page 16 Why Virgin have become such a successful experiential brand? Page 17 Target Audience

Chapter 4 Page 18 Space in the market

Page 19 Concept Page 20 Research Outcome Page 21 Bibliography

Primary and secondary research will be carried out to support the theories and ideas for the Mixmag Interactive store. Research focuses on the target audience of 18-30. Primary research will be carried out through the following methods:

• OnlineSurveys(shownthroughFacebook)• Questionnaires• FocusGroups• Interviews• ExhibitionEvaluationForms

Secondary research will be carried out to gain a perspective on statistics and global topics. The majority of the gathered information focuses on different types of experiential branding and competition Mixmag are put up against. The sourced documents are from, journals, articles, books, Mintel and websites, focusing on:

• ExperientialBranding• Retailtrends• ClubCulture• Competitors• Previousexperientialdesign

The research concentrates on the consumers’ emotions and habits. Statistics and othermaterialswillbereviewedonclubculture,musicandfashioninfluencesand shopping behaviours.

Methodology

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ThefirstissueofMixmagmagazine was published in February1983.Fromwhatusedtobe a 16 page pamphlet, David Seaman, the editor of Mixmag, has transformed it into one of the most well established dance magazines in the world. With 625,000 readers Mixmag is becoming bigger and more successful each year. Just by the website alone, Mixmag has expanded progressively over the last few years. Offering Events, Music tutorials online, downloads and online shopping. The reasoning that supports the idea for the experiential Mixmag

Mixmag

storeisfromtheirexpansionoftheirbrand.Forexample;theystartedoffin2002 by introducing a SMS club to get the readers more involved with the magazine. This enabled their customers to keep up to date with forthcoming events and receive offers and news. Now that technology has progressed rapidly similar information is now received by phone Apps illustrating how Mixmag is always keeping up to date common technology trends. They also have a lotofinvolvementinbigcollaborations.Forexample,MixmaghaverecentlyannouncedapublicitycollaborationtourwithBreezer(thedrinksbrand),launching with Chicane at the O2 Leicester arena. They have excelled in producingeventnights;theyhaveworkedwithMinistryofSound,Creamandlotsof UK and International DJs to create some of the most well-renowned events. Mixmag really encourage their readers to get involved with the magazine by doingtext-ins,publicisingnewandupcomingacts(includingthereaders),andcompetitions to win event tickets and votes to see what the audience actually wants. Using advances such as this go hand in hand with the genre of magazine that Mixmag is and establishes their way forward in the progressing world. Mixmag have become a well-established brand, known internationally and now sponsoring several huge festivals and DJ events. Bringing in the fashion element to the website has opened up to a whole new target audience. The brand is recognised for being, cool, relaxed and fashionable. The magazine’s website iscontinuallyexpandinganditnowconsistsoftheirown‘Shop’and‘Fashion’section. It shows exciting up to the minute developments in the fashion industry. Including collaborations, reviews and any music partnership, and then gives an opportunity for the viewer to buy.

Music and fashion collaborations

Both music and fashion are fast paced industries, which are constantly revolvingandinfluencedbytrends.Fashiontrendsarechangingduetotheinfluencefrommusicandviceversa.Aquotefrom1995provesthatthesekindofcollaborations began to intensify over a decade ago: ‘Recordstoresarenowsellingclothes,whileclothingstoresaresellingCD’s;record companies are starting clothing lines, while clothing companies are starting record labels, and musicians are designing clothes, while designers are working on music projects. All this activity is part of a cross-fertilisation pushing both industries forward’ www.nytimes.com 2Crossing the two industries began to prove successful, and from just band merchandise such as logo T-shirts. Things progressed in to more renowned fashion wear. ‘Intentionally or not, most styles of music cater to a fashion sensibility. Fordecades,theonlyclothingthatrecordcompaniesandmusiciansmadewasconcert T-shirts, which could sometimes be found in record stores. But this is the age of the MTV, when music lovers are introduces to a band’s image at the same times they are introduces to a bands’ music’. www.nytimes.com 2 This supports the fact that music and fashion have become somewhat interwoven in the last few years. They work side by side to create a perfect outcome and target a wider audience. People express their personality through their music and clothes. It is now, more than ever, possible to stereotype an individual’s music taste through what they wear.

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‘I think that the collaboration between music and fashion couldn't be at a stronger point. Music artists are always going aboveandbeyondtohavetheneworstrangestnewoutfitorhairstyle, more so than fashion within any other industry with people like lady gaga pushing the boundaries with every video released.’Laycock(2011)3(Seeappendicesforinterview)There are several opportunities to cross sell between the two recognized industries. The music business is not only about sounding the best but looking the part too. They both work alongside each other to help progress and promotion for one another.Furthermore,wellknownartistshavebeguntheirownclothingranges,suchas:Madonna,KanyeWest,LiamGallagher,Victoria Beckham, Miley Cyrus and even the Beasties Boys did collaboration with popular shoe brand, Converse.

DJ Tiësto is a new and upcoming example of the type of collection that suggests there is a place in the market for more, which would be particularly suitable for the type of collaborations proposed for the Mixmag store. Tiësto is a well-recognised DJ, who plays ‘Electro/Dance music’ from Germany.Tohelppromotehisnameevenmore,heissoontobringouthisownclothingrangecalledCLVBLIFE,inspiredbyhisownmusic genre. He states: ‘IthinkitperfectlyembodiestheattitudeoftheCLVBLIFEexperience worldwide.’ www. http://cocoperez.com 4

WiththeGlobalrecessionaffectingtheretailenvironmentdrastically,storesreally have to up their game to encourage consumers to continue spending. Visual merchandising is crucial when enticing people into a store. ‘Visual merchandising today forms a critical element of retailing. Besides the facade and windows, which are clearly done up with an objective to attract passer-bys and induce walk-ins, there is also in-store decor that is designed to enhance the customer’s comfort and convenience while shopping and overall, offerasuperiorshoppingexperience’.www.financialexpress.com 5 Fromthe1960stheindustrybecamemoreawareaboutthesocialworld.TheodoreLevitt came up with a theory called ‘Marketing myopia’ which means the focus on the product is stronger than the customers. It is from this period that visual merchandising, marketing and branding became more critical in the retail world. Nevertheless, the target is to the sell the product. The surroundings need to bejustashighquality.The average spending is decreasing rapidly in the current economic climate, and predictions indicate it will continue to do so in the following year. There are several issues that overcome the average spending at this moment in time.

• Peoplepayingoffdebts• Peoplearesavingmoremoney• Thoseinemploymentareworriedaboutjobsecurity• Highunemployment

Around the Christmas period it has been obvious that the high street is starting to struggle, with dramatic falls in sales. ‘Spending in December is predicted to be down almost £1 billion, or 3%, on last year’TheSundayTimes(2011)6

Numerous high street stores are beginning to close down, including a possible competitor of Mixmag, HMV. ‘HMVsingularlyfailedtoreactquicklyenoughtothebirthofiTunesin2003.’TheDailyTelegraph(2011)7 The retail environment development is so swift, especially with high technology advances to keep abreast of, getting left behind in the industry can rapidly resulting in lack of sales. The biggest change to the retail environment today is online shopping. As technology progresses and internet is so easily accessible, online shopping provestobesuccessful,withfiguresat;‘Non-food online sales have 14% of the market today, but are forecasted to jump to34%by2020’TheSundayTimes(2011)8 Overcomingthis,demonstratedbyasurvey(Seeappendices)targetedatthecorrect audience for the concept of the ‘Experiential Mixmag Store’, shows that people still prefer shopping on the high street. However it is more crucial thaneverforretailerstostandoutinthemarket,offeringsomethinguniqueandadifferentexperience,whichisbeingidentifiedthroughoutthisresearch.

What is happening in retail today?

7 8

• ‘Interrelatedmoments-the occurrence of individual or multiple events.• Brandoperations-thecore competencies• CustomerExpectations– Conscious and subconscious consumer needs, wants and demands.• Interactivity–Communication and collabora-tive exchange.• Engagement–Intend-ed rational and emotional respnses, and involvement.’ 1

‘In exhibitions, brand centers, and retail outlets, design managers should or-chestrate sensations and details to maximize a positive response.’ Mapes, S (2007).9 Throughout this chapter I will be investigating into other case studies of brand expansion and how they have become successful by using experiential branding. It has been proven that the majority of people do consider the in store envi-ronmentwhenshopping.Thefivesenseshearing,sight,touch,smell,andtasteare crucial when considering experiential design. It dictates on how the au-dienceemotionsareaffected;‘Storeenvironmentsmattermorethanever,thephysical store environment is the “last frontier” for alleviating downward on price and improving brand relevance’. 1There are also a supporting 5 points that are essential when creating that per-fect experience for the consumer:

Experiential BrandingExperiential branding is all about capturing the consumer’s emotions and targeting their senses. Developing an experiential store sets itself out from its competitors. The way retail is heading, shops are becoming more like exhibitions rather than just a place to buy a product. Visual merchandising is essential amongst a brand. ‘Windowsareashop’sequivalentofaglossymagazinecover-they’rethefirstthing that captivates your attention and entice you in’ Company Magazine (2011)10 Firstimpressionsalwayscountandthewayastoreisportrayeddependsonwhethertheconsumerwillenterornot.Gettingthatinstantconnectionintheshopping environment is crucial. StoreslikeHollisterandAbercrombieandFitchhavecreatedtheirownrecognisable ambience, which allows customers to enter a completely different world to the average shopping environment.

‘The latest stores express that consistency with absolute control. This control begins with a blocking out of the outside world to create a blank canvas for the lighting which creates the mood and contrast withinthestore.’http://www.vmunleashed.com(2011)11 The store needs to be in complete control and make the experience memorable fortheconsumer.JustlikeHollisterandAbercrombieandFitchtheircustomershave loyalty in the brand as they are perceived to be up market and well established, the brand gives back to the customer as much as possible and never fails to disappoint. Their particular in store environment is distinct to their brand and consumers have expectation when walking into their stores. An example can be seen with the luxury fashion retailers, Pinko. This Naples store use their customer as a part of the experience. The concept is based around light, sensors and mirrors. It gives ‘Born with the idea to underline the exclusiveness of the person, its activeinvolvementtouching,looking,playing...livingauniqueandinnovative creative experience.’ www.dotdotdot.it 12

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Club CultureDue to high demand in the new club culture and dance music scene, the club in-dustry is continuously expanding and adapting to new environments. Society to-day is overwhelmed by dance: House, Hip-Hop, Indie music plus many more genres. Weareconstantlysurroundedandinfluenced.‘It is suggested that ‘Teenagers listen to an average of nearly 2.5 hours of music per day’ www.well.blogs.nytimes.com 14Forinstancethereisawholefestivaldedicatedtoagenreofmusicsetupby Cream, which originally started off as a chain of nightclubs and have pro-gressedontoproducingmusic.Creamfieldsisoneofthebiggestdancemusicfes-tivals in Europe. Just like Mixmag, they started off a well established brand, and then began the expansion to clubs, festivals and their own production com-pany. ‘The rise of nightclubbing culture can be seen as one manifestation of the growing importance of cultural and experience economies for urban development inpost-industrialsettings.’Rief,S(2009)15 This is affected by the media, and is known as the ‘Hypodermic Needle Theory.’ The mass media being radio shows, television, music channels, and magazines, ‘injects’ music into the audience’s perception and becomes a part of their eve-ryday life. They are constantly surrounded by the developing music world. Mintel reports suggest that the majority of people preferred to go out if there were live performances. In the proposed Mixmag store concept, this will be reinforced with live DJ acts playing at the events on many occasions in the store. Primary research demonstrated, shows that the majority of people asked pre-ferred to go out clubbing as a hobby or leisure activity. As a multiple choice question,73%answeredshopping,88%clubbingand69%music.

More like an exhibition, the consumers can walk round and expe-rience video catalogues interactive mirrors and touch screens. It ‘Cre-ates special effects in a dreaming and magic atmosphere made of messag-es,words,butterflies,flowersskel-animals and witches for the youngest Pinko clients.’12The picture it creates almost gen-erates a new fantasy world in which the customer can use as escapism from the real shopping world. Primary research shows that the majority of the target audience wish to shop in an interactive store

17% 5%

20%

11%12%

12%

7%16%

Shopping Visiting Exhibitions Clubbing

Festivals Going to events TV/Films

Sport Music

77%

23%

Would prefer to shop in an interactive store Doesn't mind

‘As Experiential branding takes over the marketing world, clients become exposed to experiences instead of sales pitches that relate deeper to brands.’configurations.com 13

This supports that the direction of retail is heading into an experiential world. It is what the consumer wants as part of the loyalty they put into a certain brand.

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Although competing music stores such as HMV which still sell CDs, it has been proven that in the US alone that the purchase on online music went up nearly 30% within in a year, leaving the purchase of CDs dropping drastically at 17 million fewer CD buyers. Primary sources for sharing music are Social network sites as well as Apple with iTunes. ‘Digitaltechnologiesforrecording,storageanddistribution(e.g.sellingviaphones,ortheinternet,audiostreams,blogs,forumsandMyspacepages)have opened up a decentralized means of communication and exchange organized in networksofinterdependentlocalscenes(ibid.94-95)’Rief,S(2009)15Apple’s online iTunes store is proven to be more and more successful due to the ease of accessing the internet. This illustrates why stores such as HMV sales have dropped in the last few years. Taking this into consideration, the concept for the Mixmag store could encour-age customers by having an in store download booth. When asking the target au-diencethisinteractiveoptioninstoreprovedtobepopular.(graph)Coming from the music industry himself, experienced DJ Nigel Laycock states: ‘With the amount of DJs, sub-genres, remixes and tracks being released every week, it can be a nightmare trying to work your way through hundreds of songs you don't want to hear. Having assistance and people giving advice on DJs to listen out for would be like having the old record store back, when you would go in and ask the shop owner which vinyl to buy this week. It would also be good for the industry to try and prevent illegal downloading’.3

Illegal downloading has become a huge issue, and because downloading is the new enhanced way of purchasing music, creating an in store legal and interactive place to do download would put Mixmag ahead of the game, as there are constantly big clampdowns on illegal downloading. As a multiple choice question,59%answereddownloadingbooths.

DownloadsAs the music industry has such a vast audience and trade, the main competitors of Mixmag are those who could cause a threat to Mixmag by having the same ideas. Supporting this will follow analysis of how brands have expanded and why they have been successful. MinistryofSound(MoS)isprobablyMixmag’sbiggestcompetitor.Owningnightclubs, record labels, albums and clothing line MOS are an excellent example of how expansion of a music brand can take place. Ministry of Sound is one of the world’s most established record companies and they also own a huge range of nightlife across the world. MoS are constantly developing their brand to bigger and better things. As a competitor to Mixmag, they are also a huge inspiration. When they began to make their own clothing range in 2003 they considered, ‘Opening their own retail outlets as part of a major review which will see the brand stretch across more markets.’ www.brandrepublic.com 16 As well as this, as part ofa publicity stunt theyproposed the idea of buying four aeroplanes and turn them into ‘flyingclubs’.Collaborations are also key in making a brand successful, just like MoS, they have previously worked with Pepsi, Coke, MTV, Virgin and other partners. Another possible big competitor to the Mixmag store is LN-CC in London. The boutiqueshopcombinesmusic,fashionandartintooneexhibitspace.Itisoriginalandquirky;visitingitisbyappointmentonly.Thusmakingtheircustomers feel they are getting an exclusive experience. ‘The concept is not just focused around a store, it’s more an overall feeling and lifestyle that we live and wanted to share with anyone who might be interested. This feeling has been spread over a number of different platforms from our product and e-commerce through to parties, exhibitions and installa-tions.’ www.dazeddigital.com 17 Aswellasacompetitor,LN-CCisaperfectexampleofhowaflourishingexpe-riential store combining music and fashion can work. The atmosphere they have created is focused around music and club culture, bringing in their own sound systems,vinyl’sanddancefloor.Thestoreisproventobeverysuccessful:

Competitors

‘Likeallgreatretailsspaces,theLNCCdefieseasycategorizationandhasemergedasoneofthemostexcitingfashionadventuresLondon(andpossiblyEurope)hastooffer,leadingthewayforanentirenewgenreofshopping.’Stars,J julystars.blogspot.com 18

17%

26%

13%

21%

13%10%

Download/Upload music booths Chill out lounge

DJ Decks Music events in store

Jukebox Club lighted changing rooms

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HMV, is another obvious competitor, as it is one of the biggest record shops in the UK. Although, due to the current retail downturn, ‘ThelatestfiguresmeanthatHMVarefinishingayearthattheybeganbyannouncing the closure of 60 stores by admitting a £36m loss in comparison to £27.4m in the same period in 2010, with like for like sales dropping by 11.6%.’ www.generator.org.uk 19 HMV have moved their target and tried to adapt to a wider audience and keep the consumersintriguedbysellinglatesttechnologies,suchas;designerheadphones, I pads and games consoles. This is the only way to overcome the lack in sales, mainly due to the easy access of music downloading.

The reason they have been so successful is because they have captured the cus-tomers’ emotions and created a brand new memorable shopping experience. The brand makes it special and exclusive to the consumer by using things like the appointment only.The advantage that the proposed Mixmag store will already have before setting up, is the fact that they are well established brand. Consumers already prove their loyalty to the brand when purchasing the magazine, and subscriptions. As well having the perfect opportunity to advertise the store in the magazine itself. Virgin is probably the one of the most well established brands in the retail

environment.Theyareahugeinfluenceinsuccessfulmarketing,theyarenotafraidtotrydifferenttechniquesofbranding,andhavecertainlythrivedinbrand extension. Virgin currently has over 300 businesses, in which they continue to grow. Including travel, media, make-up, gyms, music and recently ‘Virgin experience days’, which involve adventure days’ from weekend get aways to sky diving. ‘Virginstandsforvalueformoney,quality,innovation,funandasenseofcompetitivechallenge.Wedeliveraqualityservicebyempoweringouremploy-ees and we facilitate and monitor customer feedback to continually improve the customer's experience through innovation’. www.virgin.com 20 Vfestival,waslaunchbyVirginin1996.TheVFestivalhappenseverysummerin Chelmsford and Staffordshire, their mission is to become top of the hierarchy in the music world. Virgin Media customers get priority treatment at the festival, such as VIP area, nicer toilets, free massages and priority on ticket sales. This makes the event more exclusive, they get priority and better treatment at the festival. Customers are made to feel special. These rewards encourage existing Virgin customers to pick this festival over any others, as well as the temptation for non-Virgin customers to sign up and be a part of the brand. The event also attracts people by thoughtful ‘extras’, such as: free Wi-Fiacrossthesiteandfreephonechargers(sponsoredbyNokia).Themusicthat V festival offers is always popular, and the event is a sell out every year. Then their reputation is spread by word of mouth for the next year. ‘The V festival is a brandscape that weaves together meaning-making practices of popular music with the meaning-making practices of brands. Their meanings are simultaneously produced. The weaving together of brands and popular culture implicitly constructs the groundwork for participants’ perceptions of what publicspacemightbe.’Carah,N(2010)21 Virgin tries it hardest to bring as many of their companies together at once. This is an ideal way to promote the brand as much as possible through every typeoffield. Another reason why Virgin is so successful is the way they use experiential marketing. Sir Richard Branson himself takes part in several of theirpublicitystunts.Forexample;flyinginaVirginhotairballoon.Whenthe Virgin mobile launch place in India, he was lifted up the side of a sky scrapperinaboxthen‘flew’backdown,whichattractedmillionsofviewers,and was an effective way of advertising. This concludes that it is crucial for abrand,tomakeitassuccessfulaspossiblewhenusingmarketingtechniques.To create that ‘new experience’ for the audience. Using tactics and imagination like Virgin have brought them along way. Therefore the brand is reliable, well established with thousands of loyal customers.

Why Virgin have become such a successful experiential brand?

15 16

The main target audience that the Mixmag store is hoping to attract will be 18-30, both male and female, and music enthusiasts. It will appeal to DJs and upcoming artists so that their music can be shared amongst their peers in the store, it gives them an excellent platform to promote themselves, and especially to people that will be interested in their particular sound. It will interestoutgoing,sociableandambitiouspeople.Fashionicons,andmusic artists, will help promote the clothes and bring in the right target audience,suchasKanyeWestandDJTiëstoandtheirclothingbrands.Focusgroups showed that students have realised that the retail industry is not succeeding at this point in time. They suggest ways to increase sales:‘If a shop had say: a coffee shop, chill out place and music, it would be ideal forme.’StatesTom(seeappendixforfocusgroup)Questionnairescarriedoutweremainlydoneonline.Duetotheriseinuseofsocial networking, this was the easiest way to reach the target audience of students(18-30).When asked where they prefer to shop:

Taking this into account, it then helped develop a true understanding of the necessities for the target consumer when it came down to retail.

Target Audience At this time in the retail industry, due to the recession, store impression countsmassively.ShownthroughouttheResearchProject,itjustifiesfullyhowthe concept will work. As Mixmag are already established as a well known brand, they already have loyal customers, due to their original existing online fashion section to the website. However survey suggests that the majority of people still prefer shopping on thehighstreet.TheoriginalMixmagbrandextensionissuccessfulonline;therefore every indication shows the high street store should thrive at sales. Aiming to attract as wide an audience as possible, selling other items other than clothes could encourage this.

Brands such as LN-CC and Pinko, are perfect examples of how an experiential and interactive store can work and continue to succeed in sales. This is because they create a brand new atmosphere for the consumer, by involving them in their shopping experience, from touch screen devices to relaxing and reading book in store. It is clear that the direction of retail is heading in an experiential direction. This is also due to the advances on technology today, it is vital that a brand cannot get left behind. Making the consumer feel emotion and generating memories is crucial to create loyalty with the brand.Mixmag would have an advantage of an instant marketing and advertising tool, via their already popular magazine. With help of in-depth primary and secondary research, the Research Project has been successful in proving the direction of retail today and how there is a space in the market for a proposal such as this Mixmag experiential store.

Space in the market

15%

77%

8%

Online High-Street Designer stores

17 18

This research project has helped to establish the concept of a Mixmag store.Whereitwillsitinthemarket,andalsojustifiedthatanexperi-ential store will work due to the direction of the retail environment. The store will be a high-street accessible shop based around music and fashion and collaborations between the two. An ambience will be created where customers can feel relaxed and in their comfort zone. It will be the consumers who help towards generating the innovative environment. The brand will show a new experience where music lovers are surrounded

bytheirpassion.Garmentsproducedbymusicartiststhemselves,willbesold in store. This will help promote their own fashion lines as well as their music. Mixmag will give an opportunity of shopping like no other. Taking the primary research into account, it has been proven that stores need to offer a comfortable environment to shop in, to continuously ex-cite the customer as well as drawing new ones in. As stated, it is cru-

cial to keep up to date with technology. In store there will be a station for customers to upload their own music onto the Mixmag store online sys-tem, as well as downloading, enabling them to listen to new and upcoming artists in store. This is to support the sales of music and preventing illegal downloads. Also making people feel they have an input in to the

store and creating the type of store they want to be in. Newequipment,suchasDJdecksandstateoftheartmusicstationswillbe in store for customers to try and buy. The ambience that the Mixmag shop will create is inspired by the nightclub industry, with dimmed

lighting,goodqualitysoundsystems,chicwitharetrofeel.Bringinginthe fashion element, displaying the garments around the store, will also enticepeopletowalkaroundandtryon.Theconceptpresentsaunique,individual, and exciting new store, and a new shopping environment, help-ing to build the brand and others by selling the directed items all to do with fashion and music. The incentive is all to do with the music indus-try. This following primary research proving that the target audience of students(18-30)enjoyclubbingasaleisureactivitythemost.Theem-phasiswillbeacommunalandenjoyableenvironment;withtheinteractiveelement it will make it a priority to the customer to re visit the store.

Concept Research outcome

Overall the research project has helped develop an initial concept. Having done in-depth research it has shown that there are a few issues to surmount, such as the current recession. Impressing the consumer has never been more important. Bycaringoutquestionnairesandfocusgroupsithaspinpointedexactlywhatisrequiredonthehighstreet.EnablingtheidealMixmagstoretobelaunched:

• Comfortableshoppingenvironment• Enjoyableandrelaxing• Different,excitingandmemorable.• Newtechnologyadvancestokeepthecustomerentertained.

A solid concept has now been developed for The Mixmag Experiential store. The researchcarriedouthasjustifiedallpointsandestablishedanyissuesthatcan be overcome for a successful experiential high street store.

Word count with references 5, 245,Word count without references 4072

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1. Experiential retail has Become the Watchword for the Retail Industry: http://www.wpp.com/NR/rdcnlyres(Accessed25thOctober2011)2.Foreverybeatthereisafashion:http://www.nytimes.com/1995/02/26/style/for-every-beat-there-is-a-fashion.html?pagewanted=all&src=pm(Accessed7thNov2011)3.NigelLaycock2011(Interview)

4.DJ Tiesto Launches His Own Clothing Line: http://cocoperez.com/2011-12-09-dj-tiesto-has-launched-his-own-line-of-clothing-inspired-by-electronic-dance-music(Accessed13thDecember2011)5.TheImportanceofVisualMerchandising:http://www.financialexpress.com/news/the-importance-of-visual-merchandising/62649/Accessed1stJan2012) 6. Walsh, K & Smith., 2011. Blacks faces Christmas crunch. The Sunday Times, 18 Dec. Business Section p1 7. Osborne, A. 2011. The fat lady ain’t singing yet at HMV but she must be limbering up. The Daily Telegraph, 20 Dec. Business Section p2.

8. Walsh, K & Shah, O., 2011. Nightmare Before Christmas. The Sunday Times, 18 Dec. Business section p59.Mapes,S.,2007.ExperientialMarketingasaWundt(erful)Experience.De-sign Management Review. p69

10. McCullough, S. 2011. Through the looking glass. Company Magazine, A/W 2011. p58 11. Hollister, The Power of Experiential Branding!: http://www.vmunleadshed.com/world-pages/world-of-vm-vm-stores-fashion-01.htm(Accessed6thDec2011)12.Pinko-interactiveStore:http://www.dotdotdot.it/en/?p=300(Accessed25thOct2011)13.Archiveforthe‘ExperientialBranding’Category:http://configurations.com/experiential-branding/category/experiential-branding/page/3/(Accessed30thDec2011)14.UndertheinfluenceofMusic:http://well.blogs.nytimes.com/2008/02/05/un-der-the-influence-ofmusic/(Accessed7thNov2011)

15.SilviaRief(2009).ClubCultures:boundaries,identities,andotherness.London: Routledge. p20, p63

16. Minestry Of Sound looks into extending their brand into retail: http://www.brandrepublic.com/news/192742/(Accessed5thDec2011)17.LondonBoutiqueLN-CC:http://www.dazeddigital.com/fashion/article/8193/1/london-boutique-ln-cc(Accessed14thDec2011)18.LNCCLove:http://julystars.blogspot.com/2011_03_01_archive.html(Accessed5thDec2011)19.HMVHumbug:http://www.generator.org.uk/blog/hmv-humbug(Accessed29thDec2011)20.Virgin,Aboutus:http://www.virgin.com/about-us(Accessed8thDec2011)21.NicholasCarah(2010).PopBrands.NewYork:PeterLangPublishing

Bibliography

Gayle HockinFashion Communication

DE0929

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