SP17 VP (R)EVOLUTION & STYLING SESSION NIKE KING'S ROAD & NIKE TOWN LONDON

During SP17 Living Lab a team of VP's from across WE came together to implement the VP (R)evolution project in Nike King's Road

Objective

  • Leverage local consumer insights to adapt the SP17 VP & RB strategy to best serve the Nike King's Road consumer

Focus Areas

  • Obsess the consumer journey
  • Present apparel in modules & collections that are activity led with a strong focus on style
  • X - merchandise relevant accessories
  • Create bigger, x-category mannequin moments with clear story telling
  • Implement the 3 VP strategies: Distinction, Disruption & Differentiation
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
Running City Collection
Dri Fit Knit module
Dri Fit Knit was maintained as the key Running apparel module, and was x-merchandised with key 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 x-category mannequin moments on both floors, showcasing inspirational, color coordinating R/T/L looks
In week 34 bra sales reached 65 units, with the two campaign styles, Indy Cross Back and Classic Logo making up 53% of total bra sales
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, also providing a color pause moment
Women's Training, Team Collection
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
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
Women's NSW
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

NTL STYLING WORKSHOP

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
Since working with photographer Alasdair McLellan at the age of 19, Matthew has risen to be one of the UK's most important up and coming stylists of today. Most recently styling the Nike x FKA Twigs 'Do You Believe in More' campaign
Nike x FKA Twigs 'Do You Believe in More'
examples from Matthew's styling portfolio
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.
This set the standard across the geo and 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
WE VP recaps
'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'
'Give mannequins a character or story. Think about what she is wearing the outfit to do, where is she going? What is her life like'?
'Sport to Street styling is so relevant today, she doesn't just wear Nike to work out in, it's a lifestyle / fashion statement'
'No detail is too small. Bring a look to life through simple touches.'
Nike x FKA Twigs campaign @ Nike Town London
As we move through Spring, and on into future seasons, the WE and Territory VP & RB teams take the learnings from the full Living Lab experience and use them as a platform to continue elevating our retail presentations
We challenge ourselves to implement flawless executions at every touch point, supporting the key WE brand stories and seasonal category investments, whilst using the insights gained into our consumers to create more localized VP & RB executions

Thank you

Credits:

content: B. Caldwell, N. Sariyski & V. Bryden Photography: T. Morgan

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