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RETAIL DESIGN - GREAT MARLBOROUGH STREET - Coggle Diagram
RETAIL DESIGN - GREAT MARLBOROUGH STREET
CLIENT: CUBITTS
About
All about excellent, honest and tailored customer experience
USP
Not all about money
Products & Services
Bespoke
very few in-house workshop in the UK
Cubitt's USP???
Current Collection
Keeps an average of 50 styles at a time
Curation
See Materials
50 Craft stages
Customer Service: Complimentary Frame Rehab after one year of purchase
further complimentary and paid repair services available
Tom Broughton
as a brand embassador
lifestyle he portrays?
The Modern House collab
Personality
eccentric, confident, very passionate about what he does, a bit nerdy and arrogant (in a good way?)
Learnt from Lawrence Jenkin, master frame-maker
Anglo-American Optical Company
Apprenticeship -> something that Tom himself would do in 20 years' time??
Competitors
Finlay & Co.
London-based, Italian made
Sold in third-party retail as well, no repair service
Ace & Tate
Amsterdam-based
Fashion-led interiors
Jimmy Fairly
French-based
materials from Italy, China & Germany, Assembled in France
Warby Parker
US-based
one of the first DTCs
Tom Davies
UK Bespoke, luxury market
Higher price points but currently expanding the more accessible price range
Branding
Inspired by the Cubitt brothers
The butterfly revit
Colour analysis TBC
Current interior analysis
Visual Identity
"Giving a new perspective to the world of spectacles"
Mission
Revive Britain’s long lost optical legacy
Celebrate traditional craft and make it relevant in the present and future
Face Scanning Technology
Future of Retail
Fight against fast-fashion
Longevity
Marketing Strategy
Goal: think quality glasses, think Cubitts
Resists flash sales, discounts
Target Market
Consider 2041
Exhibitions
Retrospective exhibition in 2018
could become a permanent display in a flagship store?
other seasonal and permanent showcase
Challenges
reduce points of friction while maintaining the holistic approach
TYPOLOGY STUDY: RETAIL
Retail Forecast
Fewer but better stores
Personalised Offers
Blended Retail Experience
Customer Expectations Rule
more localised
White glove service
Smart and Sustainable Supply Chains
Seamless Shopping
Urban Planning in 2041
PRECENDENT STUDY
Similar Projects
Eyewear
Scale of the space
Curator Perspective
USER EXPERIENCE
Retail in 2041
Consumer generation
Lifestyle
Environment
Consumer Engagement
What experience to bring into to convey the level of detail that goes into creating their products
Concept Store
MATERIALS & SUSTAINABILITY
Cellulose ACETATE
Properties
resilient
colourful
easy to repair
customisable
Other Applications
new products?
Mazzucchelli - leading acetate-sheet manufacturer
committed to a more sustainable furture and renewed technology
Other Innovative Materials
Redux campaign
Potatoes
Wool
Hair
Recycling of glasses
Opportunities and challenges
LOCATION
Great Marlborough Street
Eclectic architectural styles - neoclassical, mock tudor, art deco etc.
Liberty
Courthouse Hotel
Marshall Street Leisure Centre
Connections with the other shopping destinations in the area
Carnaby Street
Birthplace of Swinging London
Optimism, Hedonism, Rebellious, Fun
NB Cubitts Soho on Marshall Street (within Newburgh Quarter)
Regent Street
Flagship stores e.g. Apple, Nike
the worlds’ first purpose built shopping street
Consider the Journey of a shopper: from the giant flagships on Oxford Circus onto Great Marlborough and Carnaby... the discovery and experience
EYEWEAR INDUSTRY
Global Market:
69% of population wears glasses
Direct-to-Customer business model
To-do: interview industry professional
