EvIDent is a new consultancy service specialising in pop-up spaces that establishes, curates and executes innovative retail experiences for a generation z consumer. We provide a smart alternative to gain physical experience with consumers when the future high street becomes derelict.
The Pop Up Classroom is a concept magnifying the importance of online safety in an age of digital inflation. Providing an opportunity to bond over social media, Evident will host a 6- session project with the aspiration to give generation Z the opportunity to teach the older generation about technology. Made apparent to me was the increase in guardianship of children being of grandparents. Concluded conversations with societies of such age; its apparent they get confused with the basics of the digital world and would be completely perplexed by social media apps. Funding raised through the education system will allow for a 360-learning experience bringing innovation to the classroom. App’s such as Tapastry are used to form a bond of communication between the home and institute; however, deprived of training it becomes impractical to users due to inactivity.
Aware of giving constant communication with clients and our staff/Generation Z’s ambition to progress within an industry; I have built an app for clients use giving constant updates on the project development while allowing to explore previous projects, give opportunity to request specialists and 1 to 1 messaging with our staff, giving them opportunities to work out of the brand.
My idea spans from a commute from Norwich to Peterborough for work I came across a pop up store; although it was on a minuet scale, it was a lightbulb moment for me. My first ever job was at my dad’s sweet shop. We used to travel to festivals across the company and essentially build a pop up store within the grounds ready to trade our product. I educated myself on stock management, launched the brand onto social media and put into action relevant visual merchandising techniques. This is something I've done for over 7 years and feel I know this cross over in the industry well.
Experiencing first hand on the shop floor I’ve seen an influx of consumer habits moving online. Backed up by my generation Z research I have confirmed that consumers are spending less time in store each week, on a less frequent occasion. This habit of accessible shopping is making the high-street not financially viable. Brands are looking for an alternative to gain physical experience with their consumers – suited to EVIDENT.
We know small brands want to test the idea of launching a physical bricks and mortar store but don’t have the reliable budget to pay for the constant overheads. Evident provides them that alternative. It’s proven that e commerce brands are coming offline and launching brick n mortar stores; such as MissGuided. This could be a trial opportunity for them to trial a new demographic, launch a product or gain exposure.
Coming from a training and management background for my current job role means that I want to expand this knowledge into my work; that is why i have chosen to create a interview process within my Event Management pathway.
Contextually, I have explored the technology influence that holds over generations Z's lifestyle. With such a dependance on devices i have created multi-platform channels of marketing, communication and advertisement.