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We Can Dew It! An international brick and mortar retail concept for Glossier

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We Can Dew It! An international brick and mortar retail concept for Glossier

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Samenvatting

QUOTES “In today’s digital world, a demand for physical stores and emotional brand experiences is on the rise. - The purpose of retail is changing from being a distribution center of goods only to a distribution center of experiences. - The role of retail is also changing: stores are permanent billboards, helping a brand express their values and bringing their stories to life.” “[The] concept book is a creative brief for an international retail concept for the brand Glossier. - This international brick and mortar retail concept fits the demands and needs of the ‘Glossier beauty disrupting tribe’, a tribe that lives around Glossier as a brand community (and natural beauty more generally) and celebrates and empowers women to be their true self, without feeling the need to hide imperfections.” “Values [the ‘beauty disrupting tribe’ shares] with Glossier are fun, easy, personal and imperfect.” “Come as you are!” TABLE OF CONTENTS CONCEPT BOOK Cause & Goal // Meet Glossier // Concept: description, values & look & feel; disclaimer // Program of requirements // Material & Colour: material & colour; ratio material & colour // Shapes // Retail Environment: map & routing; window display, experiential element & routing; retail environment, experiential elements & routing; lightning plan & location // Sample Product // Communication of Retail Concept: campaign imagery; online communication; offline communication // Sources TABLE OF CONTENTS TRIBE BOOK Glossier-ary (glossary) // How we became a tribe // Meet Glossier // Meet us // Symbolic involvement // Our values: fun - ‘ironic’; fun - teenage look; fun - pink everywhere; easy – routine; imperfect - come as we are; personal - a voice (in beauty); personal - female empowerment; personal - politics & social causes // Sources

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OrganisatieHogeschool van Amsterdam
AfdelingMedia, Creatie en Informatie
Jaar2018
TypeBachelorscriptie
TaalEngels

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