The Vampire's Wife Future Store

FASM 415 | Bianca Maregatti, Mackenzie Hoffman, Normaris Torres, and Fae Turrner | Future Store Design Concept

Vampire's Wife Uniqueness

The brand offers elegant, feminine, well-crafted designs that have unique fabrications. Susie Cave, the brand's founder, has built an exclusive feeling environment based on their word of mouth strategy and only sharing news with consumers on their only digital platform, Instagram. The brand is built off of a strong aesthetic that clearly speaks to their target market. “My particular aesthetic comes from a great love of costume; Russian ballet, children’s books, raw nature, art, movies, architecture, all manner of things, really. I guess The Vampire’s Wife distills these influences into something that is practical, delicate, modern and simple.” - Susie Cave

To expand upon the level of exclusivity, they mainly market their products through a range of high-profile clients such as Cate Blanchett and Kate Moss.

Stands Out from Competitors

Most of their competitors already have a very strong presence in the market. Their level of exclusivity aligns with their brand identity, and they can develop the best way to hold onto this exclusivity while also managing to grow their client base through their Instagram account.

The brand has spent the last couple of years focusing on just a handful of product categories. This has allowed them to release stronger designs resulting in establishing iconic pieces for the brand, especially in their dress category. “I think that my clothes embrace the concept of womanliness and femininity without guilt or reservation. At the same time, there is an ethereal feel to them. They seem to float, to glide. My dresses are a form of levitation!” - Susie Cave

Target Market

Ages 30-50
White
College degree and above
Married, many lovers
High Social Class
Income <1M
CEO, Founder, Musician, Actress

VALS
Achievers and Innovators
Values independence, taste and character
Believes in improving environment and philanthropy

Samantha tries to live her life outside of the office. She lives her life by indulging herself in worldly pleasures, traveling, going to plays and operas, eating the best of the best foods and drinks - A true Sagittarius. Samantha also enjoys giving back to the community by donating to the top organizations and spending time with her husband and kids.

When Samantha is in the office she is often in long and important meetings, and always thinking how to improve the company's ethics and finances. She is a very "on-the-go" type of person and you can always catch her assistant shuffling behind her telling her daily to-do's.

LOCATION: BEVERLY HILLS, CALIFORNIA

About: Home to movie star residents and their expensive homes, Beverly Hills is one of the most famous cities in the world. The epicenter of its renowned retail, Rodeo Drive, is one of Los Angeles’ main attractions.
Lifestyle: Overt luxury and uncompromising glamour in all things Beverly Hills is endlessly and unapologetically polished.
Retail: Rodeo Drive boasts the most high-end luxurious brands. The place is celebs’ favorite go-to shop, for it has numerous brands like Chanel, Hermes, Cartier, Louis Vuitton, and more

LOCATION STATS

Area: Beverly Hills
Consumer Segmentation: 75% of the population is Top tier. They earn three times the US household income and enjoy spending. They also vacation frequently and fill their weekends with art, entertainment, and charity functions.
Income: Median income in the area is $152,547 $1.7 billion annual retail and food sales

JUSTIFICATION

A vibrant growing economy
High luxury retail value
Easily accessible to our target consumer living nearby

THE CONCEPT

In order to provide its consumers with a unique personal experience, The Vampire's Wife will be introducing a store in Beverly Hills located inside of an old theatre. The store will focus around a ballet, featuring The Vampire's Wife collection. In order to give consumers the chance to see the ballet at a time convenient to them, the ballerinas will be holograms, whose gowns will move and flow just like the gowns would on a real-life ballerina.

The play will be centered on an original concept about the relationship between vampires and human lovers. The ballet will be performed live for the store opening week, and then be mostly presented through holograms (except for on special occasions).

The clothing will be available for purchase through the online store with limited quantities located at the theatre. The holograms will not only provide entertainment and a story to the clothing line but give consumers a chance to see the dress in action without actually needing to physically try on the dress.

HOLOGRAM STATS

Holography technology market is expected to reach $6.5 B by 2025.
Brands like Coca-Cola saw an increase of sales by 12% with the integration of holograms.

POTENTIAL LOCATION: THE SABAN THEATER

The Saban Theatre is a historic theatre in Beverly Hills, California. It was formerly known as the Fox Wilshire Theater. It is an Art Deco-style structure at the southeast corner of Wilshire Boulevard and Hamilton Drive. It was designed by architect S. Charles Lee and is considered a significant cultural and architectural landmark for LA. The original theater opened on September 19, 1930, and was it was a popular meeting place for lunchtime foyer concerts and occasional midnight matinees that was attended by film stars who lived in the locality of Beverley Hills

JUSTIFICATION

Exquisite and well crafter architecture goes on hand with the brand's image
- Alluring
- Elegance
- Bewitching
Bringing life from the old-time glamour to a new allurement

IN-STORE

Holograms: Observe enchanting ballet through holography, styled and inspired by The Vampire's Wife Collection
QR Codes: Pull up information on certain items, download the app, see the concessions selection, & discover more about the ballet's story and dates
POS: Use Square technology; in-queue checkout for faster service without the wait; use the mobile app to check out in-store or make a digital purchase
Interactive Fitting Rooms: Step in front of interactive mirrors to see the selection available both in-store and online; try-on colors and style, plus be recommended the correct size for you; make purchases, order concessions, or call a staff member all in one place
Virtual Racks: Through the fitting rooms and mirrors throughout the store, swipe through the in-store collection to see availability and styles without having to spend hours exploring the racks

OUTSIDE-STORE

AR Filters: Through the app or Instagram, place The Vampire's Wife ballerinas in the world around you while being able to shop the collection through a mobile device; try on the collection with in-app AR filters
Social Retail Store: Through the mobile app and website check inventory, showtimes, and learn about products in a digital store
App Storytelling: Explore the design process of the collection and ballet through an interactive storybook which has buy now feature and interactive videos
In-app Messaging: Directly get in contact with a store employee to learn more about showtimes, get direct conformation on inventory, or ask questions regarding the collection
Style Request: To make sure an item is available before they visit, shoppers can request certain styles/colors/sizes be set aside and ready for their in-store visit to try on through the app or website

MERGING OFFLINE TO ONLINE

By offering a limited quantity of each product within the store, we will allow customers to order the product online. Attached to each display holding the products will be a QR code that will allow customers to go to the product page online directly. For more effortless convenience for the customers, workers around the store will have iPads to scan the QR code and order the product for the customers.

REFRESHMENTS OFFERED

A live ballet performance will be present twice a month, where the brand will offer complimentary tea, champagne, tea sandwiches, and small pastries.

During the weekdays and off weekends, complimentary popcorn and coke products will be offered to customers.

THE CAMPAIGN

DETAILS

Focusing on a variety of platforms, the marketing campaign will be both digital and physical. Poster and billboards will be displayed across LA focusing on high traffic areas, advertising the ballet and event dates. Social media will be used to highlight the store's unique features, spotlight the ballet company, behind the scenes, and information on the collection. Email is for loyalty members, and influencers are invited to the launch party, which is heavily covered by the press.

TACTIS/KPIS

With the goal of gaining brand awareness, KPIs will be tracked closely to see what types of marketing are gaining the most engagement. The brand will be tracking likes, comments, shares, and follows on Instagram. Our goal for social media KPIs is a 15% increase in social media visits, an 8% increase in brand/hashtag rate, and an increase in avg. engagement rate by 10%. Website engagement will also be tracked to collect data on what consumers are clinking on and the time that consumers stay on the website. We are expecting an 8% increase in e-commerce traffic, a 45% conversion rate in-store and online, and 60% of our customer base to be repeat customers.

LAUNCH EVENT

To continue with the brand's exclusivity, invites will be sent to top clients, celebrities, and influencers within their target market. Live ballet will be performed with complimentary refreshments and a look at the store's digital integration.

PRESS STRATEGY

To announce the opening of the store the brand will release an announcement on their Instagram and an email will be sent out to subscribed loyal customers. The Vampire’s Wife will partner up with Vogue to write an article about the store opening and the opening event. The brand will also partner with local LA magazines to announce the store opening. By utilizing both types of magazines we will be able to reach fashion-forward consumers as well as locals in the LA area.