Cath Kidston-Moodboard by Jamie Chen (Wei-Jeng, Chen) https://padlet.com/n0825849/sb73r4m247cv By- Philine Gehrmann Wei-Jeng, Chen Tung-Yen, Lin en-us 2018-11-01 15:24:59 UTC 2025-10-20 08:18:48 UTC hello@padlet.com Outside Look n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299733408 It looks like the nostalgic tea shop, and the retro colours combination is really pop-up on the busy street.

]]> 2018-11-02 12:07:48 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299733408 https://padlet.com/n0825849/sb73r4m247cv/wish/299735189 Store Atmosphere: friendly, playful, kids-friendly. The store design reminds of someone´s home, with an area where children can play while the mother is shopping. ]]> 2018-11-02 12:13:45 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299735189 https://padlet.com/n0825849/sb73r4m247cv/wish/299736273 Homely atmosphere with chairs that invite tired husbands to relax ... ]]> 2018-11-02 12:16:28 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736273 https://padlet.com/n0825849/sb73r4m247cv/wish/299736420 Playful and cheerful products in a playful and cheerful atmosphere. The store design is colourful with a vintage vibe. ]]> 2018-11-02 12:17:00 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736420 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299736565 Cath Kidston is a British lifestyle brand known for its colourful and witty vintage and floral prints and its offer of home wear, accessories, fashion and kids’ wear. 

]]> 2018-11-02 12:17:26 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736565 Promotional In-Store Activites https://padlet.com/n0825849/sb73r4m247cv/wish/299736581 Promotional activities: Join Cath Kidston´s club and profit from personalized offers and discounts. ]]> 2018-11-02 12:17:29 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736581 Promotional In-Store Activities https://padlet.com/n0825849/sb73r4m247cv/wish/299736746 Promotional activities for students.]]> 2018-11-02 12:18:00 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736746 Store Design https://padlet.com/n0825849/sb73r4m247cv/wish/299736974 Store design reminds the customer of being at someone´s home, with racks presenting the products that that could actually also be found in one´s living room. ]]> 2018-11-02 12:18:39 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299736974 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299737209 Founded in 1993, today the brand has a strong global and multi-channel presence with more than 200 stores worldwide. The brand’s most important markets are the U.K. and Asia. ]]> 2018-11-02 12:19:21 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299737209 Store Atmosphere and Design https://padlet.com/n0825849/sb73r4m247cv/wish/299737225 Homely atmosphere with picture frames on the wall. Moreover, the store us very clean and tidy. ]]> 2018-11-02 12:19:23 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299737225 Store Design and In-Store Promotional Activities https://padlet.com/n0825849/sb73r4m247cv/wish/299737406 The cash desk area is aligned with Cath Kidston´s online advertising campaign, having the same image behind the cash desk as the webpage had by the time we visited the store. ]]> 2018-11-02 12:19:54 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299737406 Brand identifying items: Atmosphere n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299737913 Friendly, Personal, Approachable. 

Focusing on the emotional dimension of the shopping experience includes initiatives such as playing 90s music on Throwback Thursdays in order to create a relaxed shopping environment. 
]]> 2018-11-02 12:21:35 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299737913 https://padlet.com/n0825849/sb73r4m247cv/wish/299738865 In this section, customers can find special gift options by finding the initial of their name printed on cups ]]> 2018-11-02 12:24:12 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299738865 Brand identifying items: Colours n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299739588 Floral prints, colourful 

Pinkish, light pastel colours, red/dark blue combinations, vintage prints, Disney motives.

]]> 2018-11-02 12:26:11 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299739588 Advertising activities https://padlet.com/n0825849/sb73r4m247cv/wish/299740525 Cristmas sections is easily to find when you get into the stores. Thoughtful colour combination and with nostalgic pictures hang on the back walls which created the atmosphere of celebrating holiday with family. ]]> 2018-11-02 12:28:42 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299740525 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299741359 2018-11-02 12:30:52 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299741359 In-Store Advertising https://padlet.com/n0825849/sb73r4m247cv/wish/299741922 In-store advertising and promotional activities are aligned with online activities. Both are promoting Christmas https://www.cathkidston.com/pws/Home.ice

]]> 2018-11-02 12:32:20 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299741922 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299742465 2018-11-02 12:33:38 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299742465 The In-Store Staff https://padlet.com/n0825849/sb73r4m247cv/wish/299742805 The staff is very friendly and welcoming which transmits a very warm atmosphere. All three employees were interested in the project and had a very personal chat with us. One employee told us that she loves to work for Cath Kidston and that the work atmosphere is friendly, relaxed, personal and family-like. Moreover, she said that her colleagues are like sisters to her and that she identifies with the brand and the products. ]]> 2018-11-02 12:34:40 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299742805 Brand identifying items: Key products n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299742832 Women’s and children’s wear, accessories (laptop cases, IPhone cases, handbags) and
home wear (mugs, cups, plates, tea towels, aprons…)]]> 2018-11-02 12:34:45 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299742832 https://padlet.com/n0825849/sb73r4m247cv/wish/299743594 This section is obviously for kids, however, the vivid and thoughtful wall papers created the wonderland for kids. ]]> 2018-11-02 12:37:05 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299743594 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299743750 2018-11-02 12:37:39 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299743750 Brand´s mission statement n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299743879 “As the home of more than vintage, we still have the same mission as when we began: 
to make cheerful, practical products that bring a smile to your face and brighten your day.”]]> 2018-11-02 12:38:03 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299743879 n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299745412 2018-11-02 12:41:54 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299745412 Corporate webpage https://padlet.com/n0825849/sb73r4m247cv/wish/299745955 2018-11-02 12:43:14 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299745955 Brand´s corporate aims n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299747308 Cath Kidston former CEO Kenny Wilson stated in an interview: “Cath Kidston was looking for someone who knew how to run brands and knew about geographical expansion. I went and looked at the business and saw a ton of potential.  (…)The other thing I really noticed walking around was there were a lot of non-British people in the London shops.” ]]> 2018-11-02 12:46:28 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299747308 Brand´s corporate aims n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299747512
  • Working on a stronger omni-channel proposition and 
  • A higher focus on web sales
  • Digital growth over the next few years outside of the U.K. 
  • Expansion into South Korea and Thailand 
  • Restructure supply chain: Due to Brexit plans the company is looking for new lower-cost manufacturing opportunities in countries such as Vietnam and Cambodia as importing product from these countries into Japan comes with lower taxes and duties. 
  • Open 30 stores in Japan until 2020 in key cities and locations such as Tokyo, Chiba and Shizuoka 
    • ]]>     2018-11-02 12:46:59 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299747512     https://padlet.com/n0825849/sb73r4m247cv/wish/299748580 A typical Cath Kidston home?!]]> 2018-11-02 12:49:21 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299748580 Brand´s consumer focus n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299748871 Japanese customer is an important target group as the brand appeals to the trend of cuteness in the market and the customer´s demand for pretty, feminine and colourful prints. ]]> 2018-11-02 12:50:01 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299748871 Three Stage Strategy https://padlet.com/n0825849/sb73r4m247cv/wish/299751754 We as a team feel that the brand Cath Kidston perfectly aligned its brand´s image and the brand´s character with the in-store experience. Promotional in-store activities were aligned with online promotions, the colour themes were aligned as well and the shopping experience was relaxed and friendly, just as the brand intents to. The branding of the store matched the branding transmitted online. Moreover, it seems that the brand is aware of the importance of their staff for the shopping experience and moreover seems to master their HR recruitment strategies very well. The staff reflected the brand´s personality and values perfectly: they were helpful, friendly, personal and open without being pushy.
    Nevertheless, we have one suggestion: In our opinion, the specific store in Nottingham could work on its window-design by having a more well-defined window area, a bigger and more striking poster and a clearer theme in the shop window (e.g. Christmas). ]]>     2018-11-02 12:54:59 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299751754     n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299753468 2018-11-02 12:58:44 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299753468 Target customer n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299753760 •Female
    •Mainly British and Asian
    •16-46 years old
    •Student, housewife, house or flat owner, family member
    ]]>     2018-11-02 12:59:25 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299753760     Brand´s Consumer Focus n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299755291 50%of the people who buy the brand buy it as a gift 

    “There was a bunch of diversity in the four categories of fashion, kids, accessories and homeware, and I could see as I walked round the shops there was also a real diversity in age.”
                     by KennyWilson, CEO
    ]]>     2018-11-02 13:02:36 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299755291     n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299755407 2018-11-02 13:02:50 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299755407 Brand’s aesthetic n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299755763 •British, warm, cheerful
    •Relaxed, family atmosphere
    (stores in quiet locations)
    (away from mainstream and hectic shopping)
    • Nostalgic feeling 
    • The perfect European family image 
    ]]>     2018-11-02 13:03:31 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299755763     n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299756023 2018-11-02 13:04:06 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299756023 Recent Advertising Campaigns n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299756831  
    •In October 2018, the brand launched its first cooperation with a celebrity: the 
    FearneCotton collection 
    •Autumn sale
    •Christmas decoration promotion 
    •Images on webpage are transmitting an autumn theme and promote outerwear 
    ]]>     2018-11-02 13:05:52 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299756831     Sources n0825849 https://padlet.com/n0825849/sb73r4m247cv/wish/299756981 •BrenchleyT., 2016. Celebrating Great British Brands – Cath Kidston[online]. Hatched. Available at:https://hatchedlondon.com/cath-kidston-a-great-british-brand/[Accessed: 29.10.2018]
    •Dominika Rekas, D., 2016. Brand Study: Cath Kidston [online]. Quirky is the new black. Available at: http://www.quirkydom.co.uk/2016/10/brand-study-cath-kidston.html[Accessed:29.10.2018
    •Sutherland, E., 2017. The Drapers Interview: why business is blooming for Cath Kidston [online]. Drapers. Available at: https://www.drapersonline.com/people/the-drapers-interview/the-drapers-interview-why-business-is-blooming-for-cath-kidston/7018209.article?search=https%3a%2f%2fwww.drapersonline.com%2fsearcharticles%3fqsearch%3d1%26keywords%3dcath+kidston+interview[Accessed: 29.10.2018]
    •Valentine, M., 2018.#RDE2018: The future of retail is human say Cath Kidston and Green Room [online]. Retail Design World.  Available at: https://retaildesignworld.com/news/the-future-of-retail-is-human-say-cath-kidston-and-green-room/ [Accessed: 29.10.2018]
    ]]>     2018-11-02 13:06:10 UTC https://padlet.com/n0825849/sb73r4m247cv/wish/299756981