GO FOR GOOD

SUSTAINABLE CORNER

GALERIES LAFAYETTE CHAMPS ÉLYSÉE

Figure 1: iceberg light (Source: Daily Icon, 2012:online)

EXECUTIVE
SUMMARY
TABLE OF
5 RISK MANAGEMENT & IT
5.1 Star Framework
5.2 Major risk scenario

CONTENTS
5.3 IT: Solution to eliminate the risk

6 BRAND MIX

7 CUSTOMER STORE EXPERIENCE

1 INTRODUCTION 7.1 In-Store activations
7.2 Role of the selling staff
2 RETAIL MANAGEMENT 7.3 Loyalty program
2.1 Galeries Lafayettes History
2.2 Competitor Analysis 8 PROMOTION & THE CORNER
2.3 Customer target 8.1 Instagram
2.4 Blue Ocean Strategy 8.2 Proposal for a launch event
2.5 STPs 8.3 Proposal for 6 month marketing
2.6 SWOT 8.4 Plan OFFLINE and ONLINE

3 PROJECT MANAGEMENT 9 THE CORNER

3.1 Project Charter 9.1 Moodboard
3.2 Team Management: Main job descriptions 9.2 Elements in the store layout
3.3 Project Lifecycle Phases & Schedule 9.3 Floorplan

4 TEAM PERFORMANCE 10 CONCLUSIONS & RECOMMENDATIONS

4.1 Performance of Project & Team
4.2 Trello Dashboard
11 REFERENCES & APPENDIX
4.3 SMART objectives and KPI‘s
11.1 Reference List
11.2 Bibliography
11.3 Iconography
11.4 Appendix
1 INTRODUCTION
 OUR GO FOR GOOD CORNER
The GO FOR GOOD corner will be a 40sqm space in Galeries Lafayette
Champs-Elysee where we will present 10 sustainable brands from the premium
and luxury sector. Our unique store concept, created through our creative app
and our Zero Waste design, will set us apart from other competitors. Thus,
following the Blue Ocean strategy, we can offer our customers an
unprecedented shopping experience through innovation and sustainability.
 Our main aim is to introduce
sustainable fashion in Galeries
OUR AIM Lafayette in the form of the GO
FOR GOOD concept corner.

RESEARCH METHOLOGY
As research Methology we used secundary
GO FOR GOOD is launched to research to support our descisions. In addition,
make Galeries Lafayette's fashion an observation in Galeries Lafayette and a
survey were conducted to find out the
OUR PURPOSE more environmentally friendly and
to make it a part of a better, customers' needs and adapt the project to
greener fashion industry. them. In this way, we want to offer our future
customers the best possible shopping
experience.

Our goal with the GO FOR GOOD

project is to raise awareness of
OUR OBJECTIVE sustainable fashion and show that it
can be environmentally friendly as
well as luxurious and stylish.
 2 RETAIL
MANAGEMENT
2.1 GALERIES
LAFAYETTE'S HISTORY
 DIVERSIFICATION
A PARISIAN SHOP 1922: The department
1893: The two cousins store expanded its
Théophile Bader and range by adding men's
Alphonse Kahn opened fashion, furniture, toys
a small haberdashery and tableware, and
store of only 70 m2. The LUXURY BAZAAR even opened an
location of the store on October 1912: The applied arts workshop
the corner of rue La inauguration of the called "La Maîtrise"
1903: Numbers 38, 40
Fayette led to the name flagship Galeries under the artistic
and 42 on Boulevard
"Aux Galeries Lafayette". Lafayette store took and direction of Maurice
Haussmann and number
was the first step Dufrêne.
15 on rue de la 1941: Galeries Lafayettes
towards the creation of
Chaussée d'Antin were was administered by the
a "luxury bazaar" that
added. Vichy government for
Théophile Bader
dreamed of. three years, as the
owners were expelled
during the occupation.

1896: The company

bought the entire 1919: The department 1932: The main building
building at no. 1 rue La 1907: The renovation of store gained special was renovated in Art
Fayette. Boulevard Haussmann attention with the Deco style by the
was completed, with famous roof landing of architect Pierre Patout,
which the architect Jules Védrines. with arched windows by
Georges Chedanne was René Lalique.
commissioned.
MODERNIZATION 1980 to 1999: The
1951 to 1959: In the "Festival Oscars"
post-war period many selected the best
architectural designs created for
modernizations were Galeries Lafayette and
invited renowned artistic
made, such as the
directors to present their
construction of the
shows.
highest escalator in
Europe.

2004: The Marks and

Spencer store on
1957-1959: Addition of 2001: Start of Boulevard Haussmann
two storeys to the collaboration with became Lafayette
building. photographer Jean-Paul Maison.
Goude to bring new life
into the brand.

GALERIES LAFAYETTE
May 1953: The first major GROWTH OF LAFAYETTE
international exhibition 2001: Galleries HERITAGE
1969: Opening of a new store "Le
was held in May 1953 Lafayette bought all
Club 20 Ans" on the other side of 2008: Establishment of a
with the theme "The Best Marks and Spencer
Rue de Mogador. Heritage Department.
of Italian stores in France.
Manufacturing".

1984: Opening of the

designer department
was celebrated with the
exhibition "France has
got talent".
2.2
COMPETITOR
ANALYSIS
 Competitors Points of Parity Poins of Difference

Only stores in France and not oversea like Galeries

Luxury department store
Lafayette
Stores in France and Paris
At Galeries Lafayette you have a greater choice of brands
Three different stores: one for men, one gourmet
on 70.000 square meters, whereby the store at Haussmann
and one big store at Haussmann
Printemps is only 44.000 square meters big
Fashion, Beauty, Lifestyle and Food
More than 3,500 brands more than Galeries Lafayette with
Online shop
more than 2,000 brands
Printemps Social media channel
Founded in 1865 Printemps immediately stands out for its
Loyalty program
size and location before the Galeries Lafayette store
Own magazine
opened in 1894
Outlet store
(Groupe Printemps, n.d.-a)
(Groupe Printemps, n.d.-a)
You can buy digital fashion clothes online (Groupe
Care for the environment (Groupe Printemps,
Printemps, 2022c:online)
n.d.-b:online)

Only one big department store in Paris

Luxury department store
The Bon Marché was opened in 1852 and was the first
Fashion, Beauty, Lifestyle and Food
department store which inspires the world with his business
Clothing for women, men and children
model of fixed prices, reduced margins, home delivery,
Online shop
exchange of items, mail order, white month, sales and
Social media channel
private concerts – Pioneering position in the development
Le Bon Marche Loyalty program
of European retail
Own magazine
More than 150 brands
(Le Bon Marche, n.d.-d:online)
(Le Bon Marche, n.d.-b:online)
Engaged for the environment (Le Bon Marche,
Cultural exhibitions all year around Le Bon Marche invites
n.d.-a:online)
artists and creators to invest its spaces (Le Bon Marche,
n.d.-c:online)
Competitor Points of Parity Points of Difference

Only one department store in London,

England
Over 5,000 brands
Luxury department store (Harrods, n.d.-c:online)
Fashion, Beauty, Lifestyle and Food Own Harrods app (Harrods, n.d.-a:online)
Clothing for women, men and children Impact on the evironment: through year-on-
Cares for the environment with different steps to reduce waste year reductions of the carbon footprint,
Harrods Loyalty program responsible water and waste management,
Social media channel and improvements across packaging.
Online shop (Harrods, n.d.-b:online)
(Harrods, n.d.-c:online) With more than a million square feet (90,000
sqm) of space and 330 departments, the
store of Harrods is bigger than Galeries
Lafayette

Nine prestigious stores in Italy

First opened in 1865, Ferdinando Bocconi was
Luxury department store
the first to use electric lights to illuminate his
Fashion, Beauty, Lifestyle and Food
shop window in the centre of Milan
Clothing for women, men and children
(Rinascente, n.d.-c:online)
Online shop
“Think green” campaign with plants and
Rinascente Social media channel
flowers in all stores (Rinascente , n.d.-
Care for the environment
a.:online)
Loyalty card
The store in Milan has 20.800 square meters
(Rinascente, n.d.-c:online)
total space with more than 1.500 brands
(Rinascente, n.d.-b:online)
 Competitor Ponits of Parity Points of Difference

Only one big department store in Berlin, Germany

Luxury department store Opened in 1907, offering products from all over
Fashion, Beauty, Lifestyle and Food the world with a vide variety that were unknown to
Clothing for women, men and children German customers
Online shop (KaDeWe, n.d.-a:online)
KaDeWe Social media channel Virtual shopping experience – KaDeWe Live
Loyalty card (KaDeWe, n.d.-b:online)
Own magazine More than 1,000 brands
(KaDeWe, n.d.-c:online) No sustainibility program like Galeries Lafayette
(KaDeWe, n.d.-c:online)

Only one department store in Munich, Germany

Luxury department store
Founded in 1905 after the Galeries Lafayette store
Fashion, Beauty, Lifestyle and Food
and since 2015 under the KaDeWe group
Social media channel
(Oberpollinger, n.d.-a:online)
Clothing for women, men and children
Oberpollinger Loyalty card
Online website but no online shop
No sustainibility program but some eco-friendly
Own magazine
brands and products
(Oberpollinger, n.d.-b:online)
More than 800 brands
(Oberpollinger, n.d.-b:online)
Competitor Ponits of Parity Points of Difference

Also sells technology

Four stores, in London, Birmingham, Manchester Trafford, Manchester
ExchangeSquare
Ths shop is London is 50.000 square meters big
(Selfridges, n.d.-c:online)
Project Earth is the sustainability strategy of Selfirdges built on three
Luxury department store
themes:transitioning to more sustainable materials, exploring new
Fashion, Beauty, Lifestyle and Food
business models and challenging mindsets
Social media channel
Moreover the Project Earth labels include five easy-to-understand
Selfridge Clothing for women, men and children
categories (For Vegans, For Animals, For Nature, For Communities and
Plan for sustainable fashion
Better Ways to Shop) to reflect our material commitments
(Selfridges, n.d.-c:online)
You can also sell shop and sell pre-loved items at Selfridges
With the repair service you can your most-loved as good as new
You can also rent your dream piece for a few days for any occasion at
Selfridges
(Selfridges & Co, n.d.-b:online)
With Selfridges + you can enjoy unlimited deliveries for 12 months,
wherever you are in the world (Selfridges & Co, n.d.-a:online)
 COMPETITOR
ANALYSIS

Figure 1: KaDeWe Logo (Source: KaDeWe, n.d.-c: online)

Figure 2: Rinascente Logo (Source: Rinascente, n.d.-c: online)
Figure 3: Oberpollinger Logo (Source: Oberpollinger, n.d.-b: online)
Figure 4: Harrods Logo (Source: Harrods, n.d.-c: online)
Figure 5: Printemps Logo (Source: Groupe Printemps, n.d.-a: online)
Figure 6: Selfridges & Co Logo (Source: Selfridges, n.d.-c: online)
Figure 7: Galeries Lafayette Logo (Source: Groupe Galeries Lafayette 2019:
online)
Figure 8: Le Bon Marche Logo (Source: Le Bon Marche, n.d.-b: online)
 2.3
Figure 1: Target (Source: Canva, 2022:online)
CUSTOMER TARGET
 ELIANA, 30
Eliana lives in a two-room condo in a
Haussmann building in Marais. She works
as an interior designer and has her own
studio in Paris, which means she keeps up
with the latest trends on social channels.
After work, she likes to cook with her
boyfriend and try out different cuisines,
flavors and traditions. She also goes to
hot yoga classes, reads and paints
abstract art. On weekends, Eliana goes
out partying with friends or strolls around
the city and often shops at Stella
McCartney and Chloé. She often goes
to her family in the country where she
has a horse farm. She also likes to travel
and learn about new cultures that inspire
her work.

Figure 1: Eliana Profile (Source: Julie Sarinara Instagram, 2022:online)

Figure 2: Ramen (Source: Neko Ramen, 2022:online)
Figure 3: Eliana Dia de Muertos (Source: Julie Sarinara Instagram, 2022:online)
Figure 4: Eliana walking (Source: Julie Sarinara Instagram, 2022:online)
Figure 5: Abstract art (Source: Art4abstract, 2022:online)
Figure 6: Two-room condo (Source: Leibal, 2021: online)
Figure 7: Chloé Logo (Source: Logos Marques, 2022:online)
Figure 8: Stella McCartney Logo (Source: Hunke Ludwigsburg, 2022:online)
Figure 9: Book (Source: Pinterest, 2022:online)
Figure 10: Horse Farm (Source: Farmandranchsir, 2022:online)
Figure 11: Yoga room (Source: nicelocal, 2022:online)
Figure 12: Couple (Source: Julie Sarinara Instagram, 2022:online)
 2.5 STP
MARKETING
SEGMENTATION TARGETING POSITIONI G

A t least we should have a look where Galeries Lafayette is

By targeting new costumers for the new GO
positioned. Galeries Lafayette has positioned itself as one of the
FOR GOOD corner we want to focus on
largest and best selling luxury department stores in the market
sustainability. For that we we want to focus
with a retail sale of 4,5 MD€ in 2019 (Groupe Galeries Lafayette
on luxury costumers, who want to save the
First, we segmented the market of Galeries Lafayette. 2019a:3).
environment and shop eco-friendly and with
Focusing on the demographic points, the customers of But the world has changed over the time and there are more
a good conscience. In addition to that a
Galeries Lafayette are wealthy people with a high and more equal competitors entering the market. So, what could
study shows that the younger Generations
education level and profession. They target every gender Galeries Lafayette do to deliver a unique selling proposition for
like X, Y and Z prefer to buy from
and any kind of age, but mostly older people with a higher their customers.
sustainable brands, while the older
income that can buy luxury clothing. But with the new Looking at the functional position of Galeries Lafayette they can
generations are not affluent. It also shows
opening of the store at Champs-Élysées they also target solve the problem of unenvironmentall luxury clothing by offering
that sustainability is in generall very
especially younger customers, with a more modern interior a selection of eco-friendly clothing in one corner. By the
important for Generation Z with 75%.
design. (Bateman, 2019: online). symbolic positioning of selling luxury and sustainable clothes,
Moreover, the brand name of the product,
they serve the purpose of clothing but also boost the customers
like from luxury brands also plays a major
self-esteem and image by saving the environment (Groupe
role for Generation X and the Millennials
Galeries Lafayette, n.d.-b:online).
with over 60 percent.(Wood, 2022: online)

Identifying the behavioral aspects of the Galeries

Lafayette customers, they can be targeting a luxury With these information’s we decided to
With the experimental positioning, they also show that eco-
consumer who prefer high quality goods and a personal target the younger generations, because
friendly do not have to be boring. In addition to that they are
customer service. Moreover, they can de differentiate they are more looking what they buy and
stylish and trendy but also good for the environment. Moreover,
between steady customers and occasional buyers. Steady how they can reduce their carbon footprint
it is important to create a special experience between you and
consumers can be identified with the Galeries Lafayette to look after the environment. Therefore we
your customers, by serving a personal customer care and
loyalty card and program in which they collect points and want to create a strong social media site to
provide information about each product. (Groupe Galeries
view their orders. Occasional buyers are often younger catch the attention and to connect with the
Lafayette 2019a:13)
customers or visitors who want to buy a special luxury good younger customers.
to carry a brand image outside.
2.6
SWOT ANALYSIS
STRENGHTS WEAKNESSES

Online shopping website

30 stores in France and 9 current and upcoming international stores
Constantly renewed selection of the best brands, from the affordable to
Low social media presence and no marketing strategy with influencers
premium and luxury
to catch the younger customers
Promoting the French „Art of Living“ trough ist brands
Only offering expensive and luxurious brands
First European department store in terms of sales in Paris Haussmann
Do not offer many sustainable brands at Champs-Elysees, only offering
and famous all around the world
sustainable products from existing brands
Off-price activity Galeries Lafayette L`Outlet
Global benchmark for ethical, responsible French-style retail
Focusing on sustainibility with the GO FOR GOOD goods
(Groupe Galeries Lafayette 2019a:online)

The market for sustainable brands is growing

Megatrend sustainability Competition in France for example Printemps, Le Bon Marche (Statista
(Amed, et al., 2020:52) Research Department, 2015: online)
Connected stores and in-store technologies play an important role for Competition oversea, for example KaDeWe, Oberpollinger, Harrods
your customer experience
(Amed, et al., 2022:36)

OPPORTUNITIES THREATS
3
PROJECT MANAGEMENT
3.1
PROJECT CHARTER
3.2
TEAM MANAGEMENT:
MAIN JOB DESCRIPTIONS
 WE ARE
HIRING!
For our new GO FOR GOOD
corner at Champs-Élysées

Seller:in

Figure 1: Galeries Lafayette Champs-Elysees (Source: Guilbaut, 2019: online)

Sales Manager:in

You have a lot of talent and see your future

in our company? Then join our team.

APPLY NOW!
For our new GO FOR GOOD Corner at
[email protected]
Champs-Élysées
WE ARE LOOKING FOR A SELLER:IN (F/M/D)
|Galeries Lafayette Champs-Élysées

|About Galeries Lafayette |Location & Commitments

Imagine the unexpected. For more than 100 years, the Galeries Lafayette
group is moving the lines of commerce and new perspectives, through ist Employment contract
emblematic brands. In a world that changes faster than fashion, we offer Full-time or part-time
you a challenge: to put your talent at the service of enchantment and our Flexible working hours
customers. Copse a moving and committed company, where every day is Weekend work
different! Up to 30 days of vacation
A familiar and multicultural working environment
Galerie Lafayette, 60 Avenue des Champs-Éysées, 75008 Paris
|About the role
For our new GO FOR GOOD corner, we are looking for active support in |Canditate requirements
selling the goods and promoting the campaign.

Product knowledge as well as fascination for our eco-friendly brands

Great interest in sustainability and a sound knowledge of it
|Responsibilities Positive charisma
Fun selling
Customer and service orientation
Professional and service-oriented advice and service to customers in Foreign language skills in English and/ or other languages
the field of high-quality goods
Sales preparation and follow-up activities
Providing an excellent service
Processing of complaints/ exchanges and sales campaigns
Development of a regular customer base |Contact us to apply
Design the product presentation

We are looking for you from December 2023 for our new GO FOR GOOD
corner.Please send your application to: [email protected]
WE ARE LOOKING FOR A SALES MANAGER (F/M/D)
|Galeries Lafayette Champs-Élysées

|About Galeries Lafayette |Location & Commitments

Imagine the unexpected. For more than 100 years, the Galeries Lafayette
group is moving the lines of commerce and new perspectives, through ist Employment contract
emblematic brands. In a world that changes faster than fashion, we offer Full-time
you a challenge: to put your talent at the service of enchantment and our Weekend work
customers. Copse a moving and committed company, where every day is Up to 30 days of vacation
different! A familiar and multicultural working environment
Galerie Lafayette, 60 Avenue des Champs-Éysées, 75008 Paris

|About the role |Canditate requirements

For our new GO FOR GOOD corner, we are looking for a sales manager
to lead the sales team and actively drive and market the corner forward.
You have at least 2 years of professional experience in this field, ideally
in retail that has allowed you to acquire skills to manage a team and
maximise sales
|Responsibilities The appetite for the retail world has allowed you to achieve you to
acquire a fashion culture that brings you a specialised knowledge of the
eco-friendly products offered in the corner
Supervise and develop the sales team in your perimeter You can implement commercial action to optimise the performance of
Ensure the application of the company’s commercial policy the corner and ensure the follow-up of teams and the budget
Ensure the achievement of your objectives by guaranteeing the Be passionate about trade and fashion and do not be afraid to think
customer experience outside the box
Animate the sales team by guaranteeing the attractiveness of your Foreign language skills in English and/ or other languages
area
Participate in the definition of action plans and implement them in your
sector
Provide operational support to employees in the field |Contact us to apply
We are looking for you from December 2023 for our new GO FOR GOOD
corner.Please send your application to: [email protected]
3. 3
PROJECT LIFECYCLE
PHASES & SCHEDULE
4 TEAM PERFORMANCE
4.1 PERFORMANCE OF
PROJECT & TEAM
"TODAY WE HAVE TO BE TOTALLY CRAZY AND MAKE STUFF THAT
STANDS OUT. IT TAKES SO MUCH MORE TO GET A CONSUMER'S
ATTENTION BECAUSE THEY'RE MORE CAREFUL ABOUT HOW THEY
OF PROJECT & TEAM

PERFORMANCE For our GO FOR GOOD corner, we want to build a team that interacts and works well together to serve our
customers and give them the best shopping experience possible. Our team is the foundation for a good
performance of our project. Our team therefore consists of external members, the project managers, a store
manager and the sales staff, and internal members of Galeries Lafayette such as the PR manager, a graphic
designer and a merchandiser.
SPEND THEIR MONEY” (LUTZ, 2012)

At the beginning, three project managers were hired to make the opening of the GO FOR GOOD project
possible in the first place. They take care of the complete organization and planning of the corner. They decide
where the corner should be opened, take care of the 10 selected sustainable brands, set up a time and financial
plan, take care of a marketing plan, the necessary employees so that the project can be realized and much
more.
 OF PROJECT & TEAM

In our external team, it is important for us to have transformational leadership from the store manager to the
PERFORMANCE

sales team as well as from the project manager to the store manager and the sales team. Transformational
leadership has proven that these teams are more effective and have higher levels of satisfaction (). Managers
with transformational leadership styles provide support to find different ways to accomplish a task and as a
result, salespeople can make a personal commitment to increase sales performance (). Through our survey, we
found that it is important to xy% to receive personalized advice from sales staff while shopping. In order to
ensure this, we always want to have at least three sales staff on the floor and train them in particular in terms
of customer advice. Our customers should also have the possibility to contact the store manager in case of
problems.

The tasks of our Store Manager are therefore to realize the sales targets and the desired turnover, as well as
to ensure a good quality of service.
For this, he has to take care of the management of the GO FOR GOOD corner, report to the project
managers and take care of the staff and the duty rosters. Thus, sales staff recruitment is also one of his tasks.
 OF PROJECT & TEAM

Internal members of Galleries Lafayette offer the advantage that for a smaller project there is no need to
recruit new staff in terms of PR, graphic design and merchandising and the employees usually already know
PERFORMANCE

each other and have worked together before.

In general, our PR manager is responsible for the public relations of our corner to ensure a high profile and a
positive image for the GO FOR GOOD project. It is especially important to us that he brings our idea of
sustainable fashion to the public and especially to our target group. Since Instagram and the app are used as
our main platforms for communicating with our customers, the biggest task of our PR manager is to optimize
these communication tools. Other tasks will include the form of press releases and the organization of events,
such as our launch event.
Likewise, our PR manager works closely with our graphic designer to graphically represent the intended
communication. His tasks are mainly to present the idea of the corner visually in a way that the idea of
sustainability is brought to the customer.
Last in the team there is our merchandiser, who takes over the task of sales promotion. His tasks are mainly
related to the selection of the decoration to implement our idea of the sustainable corner, the selection of
suitable fragrances and music and the presentation of the articles of our 10 selected brands..
4.3 TRELLO DASHBOARD
4.3 SMART
OBJECTIVES AND KPI'S
 SMART OBJECTIVES KPI'S
Have a 5% of Galeries Lafayette revenue drive from the GO FOR GOOD corner Percentage of sales
through expanding the range of eco-friendly fashion by the end of the first year. revenue

Reach a customer base for the GO FOR GOOD corner that is 60 percent
generation Z and X to rejuvenate Galeries Lafayettes image after one year. Analyze customer file

Expand Galeries Lafayettes portfolio by 20 new sustainable fashion brands 12

months after opening. Analyze Galeries Lafayettes
portfolio
Achieve a net promoter score of 7 for customer satisfaction by two months post
launch. Through a customer survey

Gain 3000 downloads for our app by six months after launch to connect with
our customers and our company. Download number

Create a strong Instagram account with 50,000 followers by the launch of the
GO FOR GOOD project to increase awareness of the corner. Instagram follower number
5 RISK
MANAGEMENT & IT
5.1 STAR FRAMEWORK
1. Identify Risk

1. The operational risk of risk loss or gain, occurs due to insufficient customer feedback to create a target group and apply special advertising and promotion methods
(Hopkin, 2017: 440)​
2. The control risk of planning an event and sending out invitations correctly (Hopkin, 2017: 38)​

2. Measure Risk

1. The risk of gathering information about your customers is very high, because most of them won't tell you what they think about your business. This risk is long-term and should
always be kept in mind. (Hopkin, 2017: 35)​
2. Moreover, planning an event is much of work and not easy to manage. For that many things can be missed or get mixed up. For a great event, everything should run
smoothly. Or this short-term risk will have their impact right after the event, due to customer dissatisfaction and bad criticism in the media. (Hopkin, 2017: 35)

3. & 4. EXAMINE SOLUTION AND IMPLEMENT SOLUTION

1. Design a customer satisfaction survey via E-Mail or spread it with Wi-Fi marketing, in which the customers can login for free when they fill out the survey​
2. Create a guest list and plan your event with launch metrics to see how many people have opened their invitations and promised to come. Also provide an easy check in via
smartphone with a QR code and see how many people arrived at the event.

5. MONITOR RESULTS

1. Monitor your results with a net promoter score to evaluate the survey. Divide your customers into three categories to activate individual marketing campaigns.
2. Measure the number of check-ins, to see how many people really came. You can also monitor the opening rate of your invitations to see if any changes must be done by
the next event.​
5.2 MAJOR
RISKSCENARIOS
MAJOR RISK

1.
The operational risk of risk loss or gain, occurs due
to insufficient customer feedback to create a
target group and apply special advertising and
promotion methods (Hopkin, 2017: 440)
For that wifi marketing with "Spectrio" is a
particularly y good application to gather
information easily

SCENARIOS
2.
The control risk of planning an event and
sending out invitations correctly (Hopkin,
2017: 38)
For that Launchmetrics helps to get rid of
everything in one program to plan your next
event
5.3
IT: SOLUTION TO
ELIMINATE THE RISK
 LAUNCHMETRICS
3. Create flexible
seating charts and
email seat
2. Digitize your
assignments with the 4. Measure the
seating chart &
1. Simplify guest lists push of a button. success of your
streamline guest
Save invitee events
communication
preferences and FIGURE 3: SIMPLIFY GUEST LISTS AND RSVPS (SOURCE: LAUNCHMETRICS,
N.D.:ONLINE)
history for future
events

Get reports of,

With that
Guarantee an easy how many guests
application you can Create flexible
check-in for your will come to the
easily import your seating charts and
guests with their event, which really
guest lists or build email seat
smartphone or RFID are present at the
them up in the app assignments with the
embedded invite by event or wich of
to create push of a button.
scanning the QR the guests did not
personalized, Save invitee
code. Moreover you check-in. All in one
invitations via email preferences and
can then send a you can easily see
and mobile in history for future
personalized how successful
seconds. Receive events
welcome male everything you
updates in real-time
event in total was.

FIGURE 4: CHECK-IN PROCESS (SOURCE: LAUNCHMETRICS, N.D.:ONLINE)

(Launchmetrics, n.d.:online)
 Get detailed in SPECTRIO
store analytics

Spectrio is an application for using wifi marketing. By using it you have many
advantages of getting information about your customers. First, with wifi
marketing,
you can see how many people visit your store per day and what kind of
percentage actually bought something.
Moreover you can get analytics, of which customers are new and who are
returning to your store. In addition to that, through the WiFi analytics, you
can get important information about your customers, like gender, age and
interests.
While using the internet you can also control what landing pages your
customers will see and what they redeem. You can also easily connect with
your customers on social media to promote new events and products.
Wifi marketing is also helpful for sending special promotions and coupons to
your customers.
At least it allows you to see when your corner is the busiest and when you
need the most employees.

Figure 2: Spectrio Wifi Marketing (Source: Spectrio, n.d.-a: online) (Spectrio, n.d-a.:online)
 6
BRAND MIX
 BRAND MIX

When selecting brands for our Go For Good Corner, we have a few criteria. The
most important factor is the sustainability of the brand. It is also important to us
that each brand approaches the topic of sustainability individually and
integrates it into the company. In addition, the style of the brand is important to
us, so that each brand is unique and the brands are not in competition with
each other. At our Corner, we follow a modern and playful style that
incorporates different cultures, to a more minimalist style. The last important
factor is the price of the pieces, which is why we have chosen a premium or
luxury positioning.

Figure 1: Connor Ives Dess left (Source: Vogue, 2022:online)

Figure 2: Conner Ives Dress richt (Source: Vogue, 2022:online)
Figure 3: Brother Vellies Mini Island Bag (Source: Vogue, 2018:online)
Figure 4: BOTTLETOP Bag (Source: Marie Claire, 2021:online)
Figure 5: Brother Vellies black Bag (Source: Who What Wear, 2020:online)
Figure 6: Reformation Dress (Source: Reformation, 2022:online)
 HOUSE OF DAGMAR
Size Range: XXS-XL
Price: $$$$
Ethics: Good Choice label, footprint report, STICA membership, durable
products, sustainable materials
Style: Artdeco meets minimalism

The Swedish brand House of Dagmar was founded in 2005 by the three sisters
Karin Söderlind, Kristina Tjäder and Sofia Wallenstam. The pieces capture
Swedish culture and are modern but also playful. The high-quality items are
graphic, clean and straightforward, but also feminine. We chose this brand
because the focus of the collections is on the longevity of the products and
therefore the responsibility not to harm the ecosystem. Therefore, mainly
certified, organic, animal-friendly and, if possible, recycled materials are
used.

Figure 1: House of Dagmar Sisters (Source: Harper’s Bazaar, 2021:online)

Figure 2: Charlotte Blazer (Source: House of Dagmar, 2022:online)
Figure 3: Granada Top (Source: House of Dagmar, 2022:online)
Figure 4: Tropea Dress (Source: House of Dagmar, 2022: online)
SÉZANE
Size Range: XS–XXL
Price Range: $$
Ethics: Certified B Corp, GOTS and OEKO-TEX certified, fair
wages and working conditions, organic and sustainable
materials, recycled packaging
Style: ?

Sézane was founded in 2013 in Paris, France, by Morgane

Sezalory. The brand produces denim, knitwear, shoes, leather
goods and jewellery with the aim of creating timeless and
sustainable collections. This brand perfectly embodies our
beliefs as it pays particular attention to the choice of
production methods, raw materials, working conditions and
ecological footprint. Since 2018, Sézane has raised over €4.5
million for the DEMAIN programme, which supports access to
education and culture.

Figure 1: Bianca Blouse(Source: Le Journal des femmes, 2021:online)

Figure 2: Solene Dress (Source: Sézane, 2022:online)
 REFORMATION
Size Range: XXS–3XL
Price Range: $$$
Ethics: Sustainable and upcycled materials, fair wages and
working conditions, climate-neutral certified
Style: Modern sustainable fashion

Reformation was founded in Los Angeles in 2009 by Yael Aflalo with

the aim of offering sustainable fashion for everyone. The brand only
makes products from sustainable and upcycled materials in a fair-
paying environment. According to The Good Trade (2022), the
brand's style is described as bold and outspoken, making it a great
fit for our concept.
Collections are released weekly in limited editions to avoid
overproduction and give customers a unique feel. Revolution has
been certified as a carbon neutral company and aims to be
carbon neutral by 2025.

Figure 1: Holding hands (Source: Fashionista, 2018:online)

Figure 2: Britten Dress (Source: Reformation, 2022:online)
Figure 3: Model by the sea (Source: Vogue Business, 2021:online)
 BROTHER VELLIES
Size Range: /
Price: $$$$
Ethics: Durable and recycled materials, reuse of materials, cooperation
with artisans

Brooklyn-based label Brother Vellies was founded in 2013 by designer

Aurora James and produces timeless luxury accessories. The aim of the
foundation was to preserve traditional African design techniques and
practices and to create jobs for artisans. The collections are designed by
artisans from all over the world and produced sustainably by using flowers
for dyeing, for example. To minimise waste in production, materials are
reused and the manufacturing process is constantly evolving. In our corner
we will exclusively offer Brother Vellies bags.

Figure 1: Lijadu Billfold Bag (Source: Brother Vellies, 2022:online)

Figure 2: Lijadu Bird Bag (Source: Brother Vellies, 2022: online)
BOTTLETOP
Size Range: /
Price: $$$
Ethics: Sustainable and upcycled materials, sustainable leather,
BOTTLETOP FOUNDATION, collaboration with IM organisation, use of
100% Parley Ocean Plastic®️

BOTTLETOP is a London-based accessories brand founded in 2002 by

Cameron and Roger Saul. The company originally made bags from
recycled bottle tops in Africa, lined with leather waste from Europe.
We chose the company because it uses only sustainable and recycled
materials to protect the planet and people. Since 2005, BOTTLETOP
has used recycled metal rings from Brazil as a distinctive mark for its
products. In addition, the company is committed to social projects
and cooperates with various organisations. Within the framework of
the BOTTLETOP FOUNDATION, the label also supports health,
education and training projects.

Figure 1: Upcycling (Source: Bottletop, 2022:online)

Figure 2: Bottletop Bag (Source: Pinterest, 2022:online)
Figure 3: Founders (Source: Bottletop, 2022:online)
BOGDAR
The Bogdar fashion label was founded in 2015 by
the married couple Teodora and Pavel Lozanov in
Bulgaria. The brand designs party fashion that is
both chic and sexy as well as edgy and glamorous.
Bogdar's goal is to prove that party fashion can
also be sustainable. This goal fits perfectly with our
corner and our young target group. So every
garment is sustainably made from organic,
sustainable and recycled materials in the family's
own factory in Bulgaria. The prints are created
digitally, reducing water waste and ink
consumption. The company works closely with its
sustainably certified suppliers from Italy to avoid
overproduction.

Size Range: XS-XL

Price: $$$$
Ethics: Fair wages and working conditions, Oeko-Tex/
ISO 9000 and 1400/ Global Organic Textile Standard
(GOTS)/ Better Cotton Initiative (BCI), Global recycle
Standard (GRS) certified, recycled packaging and free
climate-neutral shipping. Figure 1: Yellow Dress (Source: Harper‘s Bazaar, 2021:online)
Figure 2: Pink Suit (Source: Harper‘s Bazaar, 2021:online)
Style: Chic, sexy and glamorous party wear
BRØGGER
Size Range: XS-L
Price: $$$$
Ethics: Durable and recycled materials, reuse of stock materials,
UK and EU manufacturing, environmentally friendly events and
campaigns.
Style: Combination of formal and everyday wear

Founded in 2017 by Danish designer Julie Brøgger, Brøgger is a

luxury clothing label based in London.
The collections play between the feminine and the masculine,
varying from sharp cuts to soft silhouettes and always straddling
the line between formal and everyday wear. The focus is on
quality, choice of materials and durability of the pieces to keep
the impact on the environment low. In addition, attention is paid
to the local production of the collections and their sustainable
distribution. This durability and sustainability, as well as the
unique style of the pieces, have led us to include these in our
corner.

Figure 1: Spring 2019 ready-to-wear left (Source: Vogue, 2019:online)

Figure 2: Spring 2019 ready-to-wear right (Source: Vogue, 2019:online)
 The label Ivy Oak was founded in 2016 by Caroline Genz and is based in
Berlin. The brand's goal is to produce long-lasting pieces and to change the
industry sustainably through a new sense of responsibility and transparent
communication. This reflects our guiding principle and is just one of the many
reasons why the brand fits perfectly in our corner.
The fabrics are of high quality and sustainably produced by the production
partners, with 100% traceability. The company is constantly working to
reduce waste and CO2 emissions. For example, packaging is made from
recycled materials and delivery is CO2 neutral. In addition, the pricing
structure is disclosed to make the manufacturing costs transparent for the
consumer. In addition, Ivy Oaks works with numerous partners and initiatives
that are active in the field of sustainability.

IVY OAKS
Size Range: 32-46
Price: $$$
Ethics: Durable and sustainable materials, animal welfare standards,
80% production in Europe, transparency in the supply chain, CO2-
neutral delivery, packaging made from recycled material, price
transparency, social programmes.
Style:

Figure 1: Cindy Ann Jacket (Source: Instagram, 2022:online)

Figure 2: A/W 2022 collection (Source: Instagram, 2022:online)
CAALO
Size Range: XXS-XL
Price: $$$$
Ethics: OEKO-TEX class 1 and RDS certified, recycled fabrics, fair
and local trade, made in the USA, fair working conditions
Style: Functional luxury outwear

CAALO was founded by designer Chelea Claridge in New York.

The nature-inspired company offers changeable and cross-
seasonal pieces made from high-quality, innovative and
sustainable materials. The brand's functional jackets fit perfectly
into the autumn and winter seasons and keep our customers warm
in cold weather.
The durable pieces are produced in small runs to avoid
overproduction and ensure a high quality standard. CAALO works
with sustainable and local factories and values fair and ethical
working conditions.

Figure 1: Functional Coat right (Source: CAALO, 2022:online)

Figure 2:Functional Coat left (Source: Theindustry.fashion, 2022:online)
CONNER IVES
Size Range: XS-L or ONE SIZE
Price: $$$$
Ethics: Upcycling
Style: ?

Conner Ives founded his eponymous fashion label in America in

2019, with a focus on sustainability. The designs of the
collections are inspired by Ives' childhood memories such as
college prep or sports and convey a nostalgic but also modern
America. Vintage garments or old stock from designers are used
as raw materials, which are checked for quality, sorted by size
and then cut into individual pieces. These are then sewn
together into individual pieces, creating a unique composition
of fabrics and the patchwork design for which he is known. The
brand fits perfectly with our young target group by picking up
on the megatrend of individualisation

Figure 1: Dress (Source: Conner Ives, 2022:online)

Figure 2: T-Shirt (Source: Conner Ives, 2022:online)
7 CUSTOMER STORE
EXPERIENCE
 7.1 IN-STORE
ACTIVATIONS
 GO FOR GOOD APP
if you click on the menu you will see
the different options offered by our
app
Our polar bear welcomes you when
you open the GO FOR GOOD app
We always inform our customers
about newly arrived items and
upcoming events

When clicking on the brand button

our app users can read and lean
more about our sustainable brands
we offer in our corner

Our community function gives our

customers the possibility to interact
with each other and with us. This
way we want to create a
If you swipe up he will guides you
connection and show our customers
through the corner and will interacts
that we are always available for
with you
questions and problems.

Figure 1: Polar Bear left (Source: YouTube, 2017:online)

Figure 2: Polar Bear right (Source: YouTube, 2021:online)
GO FOR GOOD
APP

The quiz created by us gives the

app users the opportunity to test
their previously acquired
knowledge.

You can click on the camera to

scan the QR codes on our clothes in
the corner to learn more about the
product and the production
3D PRINTER
To highlight our zero-waste design of the corner once again
and bring it closer to our customers, we have decided to set
up a 3D printer in our GO FOR GOOD corner for the first two
months, which will print our polar bear as small figurines for
our customers as a giveaway during opening hours. Our
visitors will be able to watch the little figurines being created
and get an idea of how our corner came to be. Like our store
elements, the polar bears are made of recycled plastic and
every visitor receives our little bear as a gift when buying an
item from our assortment.
IN-STORE DISPLAY
7.2 ROLE OF THE
SELLING STAFF
 ROLE OF THE
SELLING STAFF
In-store salespeople are instrumental in creating a good
customer experience. Starting with a friendly greeting to
customers. In addition, they are always available for
questions from customers and can answer them easily
thanks to their expertise. Most importantly, they are
available to advise customers and offer them clothes to
match their style. In terms of store activities, they are
happy to help with any problems and offer a quick
solution to the problem. During the whole process, they
accompany the customer and make them feel
comfortable. During the checkout process they also
point out the loyalty program and finally thank the
customer for the purchase and say goodbye.
 7.2
LOYALTY PROGRAM
LOYALTY PROGRAM

We want to integrate our customer loyalty program into our overall

mission to make the fashion world a greener place and thus help the
environment. We want to do this by giving our customers the choice
to donate the rewards they earn through their purchases to our
partner charity WWF. Customers can check their score via the GO
FOR GOOD app, where they can also donate their reward directly or
use it on their next purchase. In this way, we want to once again
emphasize our image as an environmentally conscious company and
at the same time involve our customers and give them the chance to
do something good for the environment. Through this program, we
strengthen our customers' loyalty to our brand as they see that we
reflect their values and increase the likelihood that they will
participate in our program, thus increasing their engagement and
our sales.
 8
PROMOTION &
THE CORNER
8.1 INSTAGRAM
INSTAGRAM
Be verified
Create interactive stories to increase engagement
Increase monthly posts

Figure 1:Goforgoodstore Story Survey (Source: Goforgoodstore Instagram, 2022:online)

Figure 2: Goforgoodstore Story Now available (Source: Goforgoodstore Instagram,
2022:online)
Figure 3:Goforgoodstore Profile (Source: Goforgoodstore Instagram, 2022:online)
INSTAGRAM
investing in sponsored posts to gain more impressions
Use reels and IGTV
Create a filter with our icebear

Figure 1: Budget and duration Instagram (Source: Goforgoodstore Instagram, 2022:online)

Figure 2: Polar bear filter (Source: Popsugar, 2022:online)
Figure 3: Goforgoodstore House of Dagmar post (Source: Goforgoodstore Instagram, 2022:online)
Figure 4: Goforgoodstore polar bear post (Source: Goforgoodstore Instagram, 2022:online)
Figure 1: Xeniaadonts
(Source: Xeniaadonts
Instagram Profile,

INSTAGRAM
2022:online)
Figure 2: Mimiarr (Sorce:
Mimiarr Instagram Profile,
2022:online)
Figure 3: Bretmanrock
(Source: Bretmanrock INFLUENCER
Instagram Profile,
2022:online)
Figure 4: Klinhnd (Source:
Klinhnd Instagram Profile, MEGA & MACRO INFLUENCER (>500K)
2022:online)
Figure 5:
Alexandraguerain
(Source:
Alexandraguerain
Instagram Profile,
2022:online)
Figure 6: Reginaanikiy
(Source: Reginaanikiy
Instagram Profile,
2022:online)
Figure 7: Mv.tiangue
(Source: Mt.tiangue
@xeniaadonts @mimiarr @bretmanrock @klinhnd
Instagram Profile,
2022:online)
Figure 8: Lisonseb MIDI INFLUENCERS (499K-100K)
(Source: Lisonseb
Instagram Profile,
2022:online)
Figure 9: Golotchoglova
(Source: Golotchoglova
Instagram Profile,
2022:online)
Figure 10:
Maevamarshall(Source:
Maevamarshall Instagram
Profile, 2022:online)
Figure 11: Lea_crbx
(Sorce: Lea_crbx @alexandraguerain @reginaanikiy @mv.tiangue @lisonseb @golotchoglova
Instagram Profile,
2022:online)
Figure 12: Mariechenal MICRO INFLUENCERS (99K-10K)
(Source: Mariechenal
Instagram Profile,
2022:online)
Figure 13: Leach_v
(Source: Leach_v
Instagram Profile,
2022:online)
Figure 14: Lamich.kirabo
(Source: Lamich.kirabo
Instagram Profile,
2022:online)
Figure 15: Akiima (Source:
Akiima Instagram Profile, @maevamarshall @lea_crbx @mariechenal @leach_v @lamich.kirabo @akiima
8.2 PROPOSAL FOR
A LAUNCH EVENT
PROPOSAL FOR A LAUNCH EVENT
8.3 PROPOSAL FOR
6 MONTHS
MARKETING
PROPOSAL FOR
6 MONTHS MARKETING

1. OFFER SOMETHING SPECIAL

Deliver discounts and special offerings to target new customers and reactive steady customers.
"According to the economic effects of price discounts, a price discount provides a monetary gain, an incentive to
encourage consumers to purchase the product. Consumers perceive a higher level of savings for a product when a
higher price discount is provided, and this relationship was confirmed by many previous studies." (Lee et al., 2018:4).

2. START A NEWSLETTER
Based on the existing newsletter of Galeries Lafayette, design a new one specific to the news of the GO FOR GOOD
corner. (Galeries Lafayette, n.d.: online)
The newsletter includes all important information, regarding new products and collections, as well as upcoming events.

3. SOCIAL MEDIA MARKETING

Live Stream of the latest collections and products, to target customers all around the world. (McDowell, 2020: online)
As an in-store activity, it can be held in honor of the new collections in each case a small fashion show in the store,
which is also streamed live. (Galeries Lafayette Haussmann, n.d.: online)
 DECEMBER JANUARY FEBRUARY MARCH APRIL MAY

Start a NEWSLETTER for

the GO FOR GOOD
Promote the Instagram
corner to target new Design a new
channel and the Go For Presentation of then Give sustainable work
customers with sustainability newsletter,
Good app with a LIVE STREAM from the New spring/ summer shops at Galeries
information about the regarding the eco-
special gift when fashion weeks to give a collection of your Lafayettes on how to
new trends and friendly goods and tips
subscribing to it. sneak peek of the corner via live stream to recycle clothes and how
collections. Provide on how to recycle and
Marketed the new GO upcoming collection target all customers to protect the
upcoming events and upgrade your old
FOR GOOD corner and and make the customers around the world , while environment with a new
deliver special clothes at home or at
their products on social curious. they can purchase the buying behavior, to ears
offerings, for example a workshops at Galeries
media, using well-known items right away of earth day on 22 April.
discount when Lafayettes.
influencer.
subscribing to the
newsletter.

Organize an advent Held a FASHION SHOW

calendar on instagram, in the store to show the
Moreover the customers Offer matching product
in which each door New Years Newsletter new pieces. This serves
have the chance to ideas from our
contains exciting with resolutions for the Let your customers see to attract attention to
drop off old clothes at collections for Father's
product news, new year and sales and behind the backdrops the new goods
the store and get a Day and Mother's Day
information about the tips to live more of a fashion week, to let presented. Moreover
merchandise voucher on all social media to
environment, promotion, sustainably with the link them be a part of your the customers can see
instead, to recycle their celebrate the loved
gift ideas and every to our eco-friendly brand. the goods directly worn,
clothes and buy new one's day in an eco-
day an exciting quiz brands. how they fall and what
eco-friendly one. friendly way.
question, with a chance materials they are
to win a great prize. made off.
8.4
PLAN FOR
ON AND OFFLINE
 OFFLINE ONLINE

Newsletter:
Based on the existing newsletter of Galeries Lafayette, there will be a new one specific to the news of the GO FOR GOOD corner
Regarding new collections, products, events and promotions
Each newsletter is tailored to the needs of the customer in order to address him personally and provide product suggestions

Go For Good app:

The app includes every important information in one app
Loyalty Programm:
You will be informed about upcoming events, the brands offered, interact between
With the Go For Good app you can check your points directly, and have the
each other with the community function and take place at the quiz
chance to donate the rewards earned our partner charity WWF Moreover you can use your camera to scan the QR code on each item and get
more information about it

Live Streams:
Fashion Shows:
To reach all the people internationally, the fashion shows and each event will be
Each new collection will be presented as a fashion show in the Galeries Lafayettes
also streamed live
corner
Moreover shopping live streams will be held, where the people can buy their
The customers can see the new goods in person and worn right on the spot
favorite items right from it

Social Media, Instagram, Influencer:

umfrage
 9
THE CORNER
9.1
MOODBOARD
Figure 1: Polar bear (Source: New York Times, 2022:online)
Figure 2: Plastic art (Source: Nova Southeastern University, 2022:online)
Figure 3: Swatch Store (Source: The Architect’s Newspaper, 2018:online)
Figure 4: Lamp left (Source: Limelitessales, 2022:online)
Figure 5: Lamp right (Source: Studio Luminaire, 2022:online)
Figure 6: Voxel Chair (Source: Dezeen, 2017:online)
Figure 7: Bottega Veneta Bag (Source: The Impression, 2022:online)
Figure 8: Iceberg (Source: Lensculture, 2022:online)
Figure 9: Pantone (Source: Pinterest, 2022: online)
Figure 10: Bottletop Store (Source: Eco-Age, 2018:online)
9.1 ELEMENTS IN THE
STORE LAYOUT
ELEMENTS IN THE STORE LAYOUT

The design of The Corner combines sustainability and art

to create a luxurious and futuristic look. The walls of The
Corner are 3D-printed by robots using recycled plastic
from the company Kuka. This way, no waste is produced
and the plastic bottles are recycled sustainably.
3D printing technology is at the heart of our shop
concept, with a 3D-printed iceberg in the middle on
which stands the 3D printing robot that will produce our
sustainable giveaways for the first month.

Figure 1: Swatch Store (Source: The Architect’s Newspaper, 2018:online)

Figure 2: 3D Print (Source:: MatrixX Architectures, 2022:online)
Figure 3: Iceberg (Source: Lensculture, 2022:online)
 ELEMENTS IN THE
STORE LAYOUT
The lamps on the ceiling of our corner look like plastic bags and reflect the
manufacture of our walls. We also have indirect lighting on the ceiling.

The clothes racks hang from the ceiling and were made by a 3D printing robot.

The standing mirror is sustainably produced and has the shape of an iceberg,
reflecting the shop concept

The chair that gives the shop a futuristic but also cosy atmosphere is produced with a
3D printing robot.

Our decoration is subtle and serves to reflect our concept. For example, the futuristic-
looking vases are also produced using 3D printing.

Figure 1: Mirror (Source: Pinterest, 2022:online)

Figure 2: Store (Source: Dezeen, 2022:online)
Figure 3: Three Vases (Source: Domus, 2022:online)
Figure 5: Single Vase (Source: Pinterest, 2022:online)
Figure 6: Voxel Chair (Source: Dezeen, 2017:online)
Figure 7: Chair (Source: Dezeen, 2018:online)
Figure 8: Light Omer Arbel (Source: Baunetz id, 2019:online
 ELEMENTS IN THE STORE LAYOUT

The bags are located next to the cash register and are
accentuated by indirect lighting in the wall.

To raise awareness about recycling plastic, there are

artworks in our shop that address this issue.

Our shop cash register was made with a 3D printing

robot and has an untreated wooden surface. It is
colour-coordinated with our shop. LED lights with the
inscription "you deserve to GO FOR GOOD" shine
behind the cash register.

Figure 1: Minimalistic Store (Source: Nola Designs, 2022:online)

Figure 2: Amaro guide shop (Source: Archdaily, 2022:online)
Figure 3: Bag (Source: FLYmingo, 2022: online)
Figure 4: Plastic art (Source: Nova Southeastern University, 2022:online)
11 REFERENCES &
APPENDIX
11.1 REFERENCE LIST
11.2 BIBLIOGRAPHY
11.3 ICONOGRAPHY
11.4 APPENDIX