Primark Concept Store - New inspiration

Before we did the interview, some of our ideas are not really work well and it was hard to prove, such as what is consumer really want rather than what we just trying to give to the consumer. The previous concept of Primark Blue Ice, is too strong for Primark's brand image, Primark's image is more young and friendly. Also, due to high-street planning restrictions, we have to change our exterior innovation to inside.

It was helpful that we went to do the interview last week, (See the primary research post for more detail.)and after collect all the answers together, we found out that most consumer cares more about the price and wide range selection, they are not really consider the in-store 5 senses or sustainability.

Therefore, according to the answers, we discussed about how we can keep what consumer thinks about the price and meanwhile provide them a comfort and enjoyable atmosphere. Then we decided to consider on three words: friendly, comfortable and straight-forward.

"Wonderland" is the new theme for our concept store. This is because, as you can see for the last post, families and friends are the main consumers for the sub-urban Primark stores. Therefore, we want provide a place that everyone in this store feels relax and enjoyable, and make it a good place for hangout and social. Also, make the in-store environment more immersive and attractive to keep consumer coming back.

Primark Concept Store - Store Layout

Product density: It's a shop not an exhibition. Think of financially success. 
Payment: mobile payment. Primark app - topup via mobile. Scan(barcode) & pay. (Alarm??) 
Customer journey: immersive, inspiring, uplifting, unique and on-brand. 

Primark Concept Store - In-store Technology Development

In-store technology: Integrative digital screen.
Primania: Move online section to offline. Share consumer's outfits on the touch screen. People can explore the whole section, they can click like the look or order the look. (Click and collect.) Also, People can upload their own look right inside the store by the camera on the touch screen.

Primark Concept Store - Lighting Development

In-store lighting: General lighting at the top and floor corner. Spotlights on core product, mini spotlight on floor and stairs. 

Lighting highlight: on the ceiling. floral or character shape shadow. (paper-cutting cover on the spotlight.)

Primark Concept Store - Design Development

Design element: Paper-cutting lighting to make a character or floral shape shadow on the ceiling to create a feeling of inside the fairytale.
Keyword: fairytale, wonderland, mysterious.

Primark Concept Store - Material Development

In-store textures: Wood dominant. 

In-store ceiling: White wooden ceiling. (Suitable for paper-cutting lighting shadow idea.)

In-store floor: White/creamy/grey wooden. (achromatic colours)

In-store wall: Mixed blue painted wooden boards. 

Fixtures: Wood: Skybule wardrobes, white racks, white tables, white or blue shelf. Ropes: hammock for guest to rest, the material of fitting room entrance curtain and stairs rail.  

Keywords: fairytale, wonderland, mysterious, shangri-la, ease, peaceful, good for family and friends. 

Primark Concept Store - Colour Development

Inspiration: Inspired by the logo colour. Skyblue. Summer colour theme. 

Concept store name: Primark Blue Wonderland

Concept store colour theme: Deep summer blue (Source: WGSN)

Keywords: Real - unreal nature to the blues and greens. Chemical colours: bright aqua, soft indigo. Bleached blue.  (Source: WGSN)

Primark Concept Store - Interview (Primary research)

After the tutorial with tutors last week, we found out that our idea should be improved by provide more researches and evidences. Therefore, we've been divided as three groups to interview Primark's consumer in different sub-urban branches.  The table below is some observations figures that we found out:

Table 1: Observation of Primark's footprint.

We also interviewed 10 people with these questions: 

1. Customer Profile

Age- 15-18/ 19-25/ 26-30 /31-35 /36-40/40+    Occupation. ( Lifestyle in Suburban) What is your hobby in leisure time?

2.  What do you expect to shop in Primark?

        

3.  How often do you go shopping in Primark?

   

4. Which retailer do you prefer to go among competitors:

    

5. Do you think you have better experience in Primark compare to (Competitors)?

    

6. Instore shopping of visual, sound, smell, taste, touch experience? If we open a concept store, what do you expect? improve? for example, store layout? fitting room? visual display,window display? or other thing?

7. Does sustainable fashion concepts (recycle material/ethical ) impact your chioce when you shop in-store?

Every team member complete the interview very well with quality answers. This is good, that every one in this team is contribute to this project with passions.