SP17 VP (R)EVOLUTION
During SP17 Living Lab a team of VP's from across WE came together to implement the VP (R)evolution Project
VP (R)EVOLUTION
Insights for the women's consumer
1. Be relevant for her; evoke an emotional connection and response to emotional and functional shopping
2. Deepen the connection through the localization of stories and experiences
3. Show a passion for product through innovative storytelling
Objective
- Leverage insights provided by the UK territory teams, to tailor the VP & RB strategy to suit the local consumer
- Use the SP17 seasonal kick off and Nike x FKA Twigs launch as a stage to pilot new ways of working
- Empower the wider territory teams to make the right decisions in their markets
Focus Areas
- Obsess the consumer journey
- Present apparel in modules & collections that are activity and consumer focused
- Introduce bold styling as a tool to inspire her with bigger, x-category mannequin moments & clear story telling
VP STRATEGIES
NIKE KING'S ROAD
Leading with style as the key focus, the team elevated the engage zone presenting a x-category mannequin moment. This was supported by table and rail execution showcasing the King's Road inspired Running City Collection
DISTINCTION was created through the use of color - highlighting the key items on the lead mannequin presentation in the SP17 color way, Forest Green
Dri Fit Knit was maintained as the key Running apparel module on the ground floor, x-merchandised with select jackets and accessories for the running consumer
Focusing the VP strategy on wardrobing and x-merchandising relevant bras, footwear & accessories contributed to an uplift in UPT of +9.24% in the first full week of trading
In the basement the Running product was presented, again using elevated wardrobe merchandising and x-merchandising color coordinating bras and footwear to show inspiring head to toe looks for her
We created DISRUPTION with x-category mannequin moments on both floors, showcasing inspirational, color coordinating R / T / L looks
Bras saw an uplift of 20% week on week, with the wardrobe presentations allowing for key styles to be double displayed throughout the store
As a lead into Women's Training a small Team Collection was presented as a table and rail execution, highlighting key Hi-Brand Read items in black and white, that also provided a color pause moment
The remaining Women's Training product was presented in the back wall, in two clear, Gym Collection color stories - pink & green and red & blue, with neutral tones as the common thread
DIFFERENTIATION was created using variations of elevated wardrobe merchandising within each category, and supporting the presentations with category specific galley imagery
The remaining Women's Training product was presented in the back wall, as two Gym Collection color stories - pink & green and red & blue, with neutral tones used as the common thread through both
NSW product was also merchandised as collections showing ways to wear key Tech Fleece styles, together with tees, footwear and bras as head to toe looks
Additional fleece stories were combined with tights & tees to show outfit builds on the floor fixtures, supported by a x-category mannequin styled to speak to the King's Road consumer
NIKE TOWN LONDON
Following the VP (R)evolution session a small group of WE VP's took part in a Q&A session with UK based stylist, Matthew Josephs
Matthew has risen to be one of the UK's most important up and coming stylists of today, most recently styling the SP17 Nike x FKA Twigs 'Do You Believe in More' campaign
Matthew brought in samples of his work, and talked us through his creative process, elaborating on the work done with Nike x FKA Twigs, and discussing the Nike Women's consumers and the ever changing world they live in
The insights given by Matthew were used as inspiration when styling the mannequins for the Nike x FKA Twigs installation in NTL, which in turn set the standard across the geo
This work resulted in more directional looks that speak to the local consumers yet still echo the look and feel of the campaign
Following the Living Lab each of the WE VP's in attendance at the styling session pulled together their key take away's in a one pager, highlighting a number of common themes:
'Understand your consumer and don't underestimate their intelligence'
'She takes inspiration from everywhere, life, art sport, music fashion........so should we'
'Reflect your consumers tastes, then elevate. Be unexpected, push boundaries, challenge the norm. Try it out then adapt or evolve it'
'Sport to Street styling is so relevant today, she doesn't just wear Nike to work out in, it's a lifestyle / fashion statement'
VP (R)EVOLUTION ROLL OUT PLAN
As we prepare to transition into SU17 and on into future seasons we continue to challenge ourselves to adapt the VP & RB strategies to best serve our WE consumers and implement flawless executions at every touch point
SP17: Focus on NTL & NKR as test stores to explore new ways of working
SU17: Highlight further opportunities in Women's spaces, DTC & W/S, in key WE cities
FA17: Use the market wide launch of the Women's Training collection strategy as a lever to further roll out the VP (R)evolution learnings
THANK YOU
Credits:
content: B. Caldwell, N. Sariyski & V. Bryden Photography: T. Morgan