Client:

Retail

YUP has extensive experience in the consumer-facing side of the retail space, adding creativity and innovation to brands wishing to maximise revenue in bricks & mortar as well as online stores.

Members of YUP’s team were tasked with overhauling Selfridges’ Denim Studio, reimagining the way the company communicated its message of first-class quality denim apparel to its customer base, online and in-store. The company’s existing network of experts was utilised, alongside new staff additions, and efforts were synchronised across marketing, recruitment, L&D, buying departments as well as external tech companies, to deliver a new, improved shopping experience for Selfridges’ customers. Over 10,000 pairs of jeans, ranging from £11 to 11,000 were made available, and a new and improved level of customer care, which lead to the Denim Studio receiving the highest-ever score for Drapers’ Shopwatch, beating Harrods’ Fashion Lab with a score of 43/50 in the process.

Similarly, Jaguar Land Rover / Rockar required the creation of a unique, bespoke Jaguar Land Rover concept store - to be the first of its kind anywhere in the world - with the goal of revolutionising the car industry through streamlining the customer journey. Responding to changing demands from the customer base, visitors to the new Jaguar Land Rover / Rockar Stratford store were to be greeted by product experts specifically trained to serve and enhance the customer’s experience. The store was to be designed as a relaxed environment, encouraging customers to learn and shop at their own pace, with a clear and transparent price policy, removing the aggressive sell-at-all-costs stigma inherent in the automobile industry.

This required an understanding of the fundamentals of building a retail business from the ground-up, starting with the employment of the right people, with the right skills, in the right positions. World-class management, recruitment and L&D teams would then fulfil the task at hand, placing Jaguar Land Rover / Rockar firmly at the front of the pack in a heavily- contested field of legacy companies pursuing innovative new ways of marketing themselves. The store opened to rave reviews from across the industry’s publications and mainstream media, and was hailed as “the future of the automotive industry.”

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