REPORT

A
EBOV

ALEXANDRA

RETAIL DESIGN
2ND
SUMMER 2015 GUIDANCE

AND MANAGEMENT

SEMESTER

TEACHER:

PELLE IVAN OLSEN

Acknowledgements
Firstly, I would like to thank all of my co-workers and managers in
the IN VIVO store. The owners of IN VIVO, Lucia Leutgob and Gabika
Kosekova for the opportunity to have my internship at their store and to
managers of the store Hana Ondruova and Mira Milavec. It was a pleasure
to be able to get insight of their problems and what they were doing well
in the store. They were open to me with everything, so it was much easier
to make this report and to use theories, which could change many things
to the better and help the brand.

Table of contests
COMPANY CHOICE...........................................................................5
MY PART AS AN INTERN.................................................................................. 5
COMPANY DESCRIPTION..................................................................6
RESEARCH QUESTION.....................................................................7
METHODS AND THEORIES................................................................8
1. WHAT ARE THE ATTRIBUTES OF THE COMPANY IN VIVO?..............11
ATMOSPHERE............................................................................................... 11
EXTERIOR..................................................................................................... 11
DESIGN........................................................................................................ 12
LAYOUT........................................................................................................ 13
DISPLAYS...................................................................................................... 14
INTERIOR...................................................................................................... 15
PRODUCTS................................................................................................... 15
CLOTHES...................................................................................................... 15
OTHER DECORATIVE PRODUCTS..................................................................16
HANDMADE POTTERY................................................................................... 16
2. ANALYZE THE COMPANY IN VIVO BY APPLYING DIFFERENT MODELS
........................................................................................................18
BMC MODUL................................................................................................. 18
4CS OF MARKETING MIX................................................................................... 20
CONSUMER (PRODUCT)..................................................................................... 21
COST (PRICE).................................................................................................. 21
COMMUNICATION (PROMOTION)...........................................................................22
CONVENIENCE (PLACE)...................................................................................... 22
7 PS OF MARKETING MIX................................................................................... 23

SWOT........................................................................................................... 26
3. SUM UP OF THE INFORMATION REACHED IN THIS REPORT AND
RECOMMENDATION FOR FURTHER IMPROVEMENT OF COMPANY IN VIVO
........................................................................................................27
RECOMMENDATIONS.......................................................................................... 27
CONCLUSIONS..............................................................................28
WORK EXPERIENCE REFLECTION & SELF-EVALUATION......................30
REFERENCES................................................................................31

COMPANY CHOICE
The main reason why I chose this company was that it has potential to
become bigger and more known by changes, which I can offer as an
intern. The company is in the heart of Bratislava in Slovakia, where I have
spent one month with being able to come up with my own ideas and trying
to implement them. There was a close relationship with the manager of
the store, so the cooperation was very easy. The reason why the intern
part of the third semester was based in this brand is because of their
design aesthetic and open mind for changings, which can help them rise.
With this way of thinking the relationship is much stronger and open for
new ideas from the intern. So firstly there is a huge thank for all workers
in IN VIVO brand, who gave this opportunity to a student, who want to
make ideas come true.

MY PART AS AN INTERN
To simply describe what the main purpose was, we can have a look at
what you should gain from being an intern and in this case in brand called
IN VIVO. I agreed with the main managers that it is an all open relationship
and it is up to me what I have found as a problem, which I can partly try to
change. I was working from visual merchandising to gaining information
about suppliers and the main Design DNA behind the brand. My ideas were
well made, and I was able to make a small change. Since this brand is a
smaller business then others I did not need to follow any guideline
worksheet. I was focusing more on the customers and how to fulfill their
needs in the best way possible. The other part that I found interesting for
me was to trying to think of a way to make the retail store atmosphere
more clearly with vision and mission. To understand all the problem issues
which I have found and I used a lot of informations from primary data on
University page with all documents concluding the retail methods and
theories. With this gained information, I was able to collect what I needed
and come up with this conclusion, which you will be able to find in the
overall report.

COMPANY DESCRIPTION
PRODUCT BOARD

MOODBOARD

IN VIVO is a store, which is coming from a creative workshop, which

also translates into the name IN VIVO, which means from life. The
purpose of this brand is to create an atmosphere in originality, harmonic
products for daily routines, which are useful to create an unusual
atmosphere in our lifestyle.
Each one of the pottery product is handmade and is original in the
style. The two sisters Gabriela Kosekova and Lucia Leutgob invented this
unusual style. A team of designers is making these creative collections IN
VIVO, which are following trends of each year by colors and shapes, with
a taste of weather season spring, summer, autumn, winter.
IN VIVO is inspired by a project, which is working all over the world
trying to overcome social and economic inequality. One of the goals is
created based on voluntary giving up on some of their earnings to fight
against poverty. The brand is a part of Society Corporation with the highest
review of credibility in Slovakia and have reached certificate Bisnode AA as
a symbol of high rating.

RESEARCH QUESTION
How to spread brand awareness of the IN VIVO company and to make a
better connection between the brand and its customers?
1. What are the attributes of the company IN VIVO?
2. Analyze the company IN VIVO by applying different models.
3. Sum up of the information reached in this report and
recommendation for further improvement of company IN VIVO.

METHODS AND THEORIES

During the report, different methods and theories have been used. As a
foundation, a problem statement has been developed in order to analyze
the company. The focus in this report is to describe the company by
applying different models and elucidate my work during the stay in IN
VIVO brand.
In order to answer the problem statement, I have developed some
research questions that would help to answer the overall problem
statement and to make a conclusion in the end of the report.
For the theory part I have been working with books as Retailing and
Introduction by Roger Cox and Paul Brittain and Retail Management and
strategic approach by Barry Berman and Joel R. Evans
There will be use of Visual merchandising principles and retail design
theories from chapter 19 of Retailing and Introduction by Roger Cox and
Paul Brittain and from university data from the internet.
During the report I have used methods such as the BMC, the marketing
mix of 7 PS, SWOT, 4c of marketing mix, Store Design theory

The Business Model Canvas is a visual template, which was used to

take a better look at the company and the companys business strategy.
The BMC can also help to improve the business strategy for the company.
In this report, the BMC has been applied, because of the problem
statement. I have applied the BMC on the company IN VIVO and then tried
to improve a business strategy for the company if needed.
The BMC is designed by Alexander Osterwalder. The BMC itself contains
nine steps. The nine steps are in following order (BMC, 2013a):
1. Customer segments
2. Value propositions
3. Channels
4. Customers relationships
5. Revenue streams
6. Key resources
7. Key activities
8. Key partners
9. Cost structure

Using a par from marketing strategy there is Seven P Formula where I

will use to continually evaluate and reevaluate IN VIVO business activities.
These seven are: product, price, promotion, place, packaging, positioning
and people. As products, markets, customers and needs change rapidly,
we must continually revisit these seven Ps to make sure we're on track
and achieving the maximum results possible for IN VIVO brand in today's
marketplace.

The Seven Ps model was devised by E. Jerome McCarthy and published

in 1960 in his book Basic Marketing. A Managerial Approach.
The traditional Marketing mix is a four Ps model and is business
oriented. The four Cs model of marketing on the other hand is more
consumer oriented. Because of its focus on consumers, the four Cs model
is mainly used for Niche Marketing. However, just like the traditional
marketing mix, it can also be used for mass markets. The four variables in
the 4 Cs model are

Consumer

Cost

Convenience

Communication
http://www.marketing91.com/alternate-marketing-mix-marketing/
I will use the four Cs method to the brand IN VIVO because it is made
especially for small businesses such as this one to work with its customers
in better term with their overall experience.
By using the SWOT, it helps to understand and evaluate the internal
relationships of the company IN VIVO. It is a tool, which identifies the
companys strengths, weaknesses, opportunities and threats. This method
has been used to make a deeper analysis of the company and to make
strategic initiatives upon the company (SWOT, 2013).
Store design theory is a creative and commercial discipline that
combines several different areas of expertise together in the design and
construction of retail space. Retail design is primarily a specialized practice
of architecture and interior design, however it also incorporates elements
of interior decoration, industrial design, graphic design, ergonomics, and
advertising.

6.1 DATA

10

The data, which were used in the report, are primary data and
secondary data
-

Primary data is collected data from the period of working for the

company (1.9-15.10)
Secondary data is from the use of the Internet

1. What are the attributes of the company IN

VIVO?
ATMOSPHERE
The atmosphere can be described in two words and that is colorful and
unique. The store is welcoming, friendly and open to visitors. From
entrance to the end of the second room, you can experience a cozy
interior with music, which is completing the mood. It is one of the most
important things for this store to catch the eye and every sense of the
customer and potential visitor from far away. It is very easy to understand
and see the main designers who put their image and made it to this
complete look, which is put through many compliments from aesthetic
side. The experience has it own story also in experience with buying a
product which is packed in it own way which is set up between employees
so it has also some rules which must be followed. The customer can then
leave with a proper experience with a positive attitude. All the human
senses are used and it is up to you, which one will be the strongest. The
sight, touch, taste, smell or sound.

11

EXTERIOR
The store is located in a well-known district of Slovakias capital,
Bratislava. Every morning the store makes an outside display to attract the
eye of a people walking by. It has six displays, which are full of souvenirs,
which are very important for this brand since it is mostly ceramic and
handmade products. From there it is very easy for the potential costumer
to enter the store because of the first eye contact made from the outside.
The sign is full and big in a typical font, which is also included all over the
store so the visitor will leave with an image in the head, which is easy to
remember. The display tables are changing through the seasons and the
products, which are on sale depending on choice of an owner. Since the
store is located in a very busy street, it is a great opportunity for groups of
tourists, which are always one step closer to enter IN VIVO. The whole
exterior is mostly made for the tourist, which are passing by in the street.

DESIGN
It has become increasingly important for the IN VIVO brand to transfer
their taste of design towards customers in products. The target group is
between 10-99 literally. With its many products, the brand has something
for everyone and can fulfill the wish of a present. The taste can be
different for everyone but it is mostly for people, who like unique style and
wants to own something, which they cannot find in any other store. The
group is divided by people, who wants a souvenir from Bratislava so a
12

Slovak product or a just a gift for someone special. It is also very important
to put the logo of a brand on the place, where it can easily be seen and
then remembered. The packaging has it own space, because the brand is
eco-friendly they are making sure that in use are only paper bags, which
are divided into ones for ceramic products or accessories smaller
packaging.

LAYOUT
The layout of the store is based in two rooms. The first room is based in
a big space with 50% of ceramic products and 50% of other products such
as coats and kitchen accessories. The cashier is also in the first room with
other equipments such as cupboards, shelves with brand pylones and
placed in the right corner with hangers full of clothes. The other room is
much smaller but still fits many products, as you can see in the pictures
below. It includes a big variety of other products such as accessories, more
pottery divided into color sections and eco-friendlier clothes. On the back
side there is a smaller space with a changing room and sale area. The
customer flow on the other hand it going two ways and can be from right
side or left side because it is somewhat busy by all the products displays.
Customers can follow the walls and between the display table are some
13

gaps so the customer will not find it hard to move around. For the
customers with a trolley it can be difficult to move around since there is
not enough space to move in both spaces. The store layout its arrange in
different areas so the customer can be available to see them easily.

2nd room

1st

DISPLAYS
IN VIVO knows how to catch the eye of a customer by making an
attractive window display. The displays are on the left and right sides of
the entrance. They are changing depending on season and the taste of the
main decorator. Since the employees are very open with each other, they
can change anothers store display, if they have some good ideas. What
the customer can spot first are the displays in front of the store and those
ones are making a direction of an eye to tables made by cups and
other accessories favorite for each season. IN VIVO is using the
basic method of displaying which is mostly shelving, whether on walls or
special vintage tables. The whole look is using natural elements, so it is
also playing with IN VIVO design, which is mostly ecological and
handmade. The other special equipment which is used is a bird cage
where there are displayed all kinds of jewelry to attract customers eyes in

14

a more interesting way then just the normal way like in other stores. In the
entrance, there is a table that is putting the spot on by using colorful
elements mostly with the most favorite pieces which are popular among
the customers. Products such as soaps and candles have also their own
space

in

gondolas.

INTERIOR
The IN VIVO brand is well-known for its kind of a unique style in the
whole store look. The flooring is black-marble put all over the both sale
spaces. The lighting has its own way of hanging in different styles and
shapes. Since the store has it own way of translating design DNA it is
mostly a very natural way of displaying all the products by using vintage
or older looking furniture. If it fits, then they will use it in the store because

15

it will be completing the whole look. The main decorator and visual
merchandiser is a woman with her own taste and if something is too
different then their design aesthetics it cant be put into the store.
Furniture such as shelfs, closets and doors for displaying are eco-friendly
and mostly used from second hand. Nothing can look too modern because
of the color range and way of looking.

PRODUCTS
The store has a big range of different products o the most easier way
its to divided into two parts which are well known for this brand.

CLOTHES
Clothes can be separated in to two parts. The first one is eco-friendly
clothes from second hand stores used again and chained into unique
pieces. The rest is from the clothes is from different brands from all over
the world. One of the brands, Coline, is completing the brand aesthetic
and is one of the favorite suppliers for the brand. All clothes are in ethno,
decorative, unique and also handmade style range. Other products such as
hats are very popular because they are from wool and all of them are
handmade mostly from a German brand. They are also offering huge range
of scarfs, which are very decorative, and from Germany since they have a
very good quality of products and they are from silk.

OTHER DECORATIVE PRODUCTS

16

IN VIVO is also offering a huge range of kitchen decoration supplies and

accessories for the interior design. Suppliers are brand such as Pylones
which is from France and has very unique style. Then we can find a lot of
products which are for decorations like lamps, hangers, clocks, frames and
accessories for woman like necklaces, watches and earrings. This wide
range its very good for any kind of customers who is looking for originality

and it can definitely find it in this store.

HANDMADE POTTERY
Pottery is the most popular products in the store, and is what the store
is known for. It is very unique and each product is different none of them
are same because of the technique and the range of colors which are
used. One of the owners is making all of these products in their own space
in Bratislava where there is an oven for ceramics and all supplements for
glazing. IN VIVO is offering cups, plates, decoration and especially angels,
which are very popular. The color range is turquoise, red, pink, orange,
metallic or black it depends on the current season. The pottery can be
send worldwide and there is the option to customize the products with
things as telephones or hearts with some sign on it. Pottery should be
17

more represented since it is unique and handmade piece of art, which can
only be found in the IN VIVO store.

2. Analyze the company IN VIVO by applying

different models
BMC MODUL

18

This

store focuses

more on

the customers

then any kind of

advertisement and popularization. To divide this segment by type of

customer is very easy. For IN VIVO this includes people, who are mostly
from other countries than Slovakia. So mainly tourists. The store is mostly
made for them. To show them something new different and unique. These
tourists are people, who are searching for handmade products from the
country they just have visited.

The Value of IN VIVO store is collected in the atmosphere in the first

place. They want to fulfill the aesthetic need of a potential customer. On
the other hand, customers can find this store specific because of the
unique style and that is the value they can have only here, since it is the
only shop with this kind of look. On the other hand, they have a very close
customer relationship since they want to fulfil all customer needs in the
first place. It is very important for them to offer them as many options of
some product as is possible. The value of a customer is very important to

19

them. Visitors who like to spend time in IN VIVO are also people, who know
what they want at least that it is more likely, since it is a very aesthetic
appeling interior. The store is also more for customers, who appreciate a
visual experience and art in once. The other very important value is that
once they buy a handmade pottery they can be sure that its a unique
piece from Bratislava.

This is the part where IN VIVO can definitely improve because it will
help them to spread their brand name around world in a very positive way.
Not enough channels it is not causing the best name in a brand world in
Slovakia since after many years many people have still never heard about
them. Channels are a part, which should have been worked on by
managers or a new employee, who knows what is best for this brand.
Options:

webpage with

special

offers

towards

customers,

sales

information, better graphic design with translated for esthetic of this

specialized brand, some websites from our visitors/travelers.

20

The relationship between customers and employees is very close.

Visitors know that there is always someone who will help them because of
the first thing which is a nice greeting. Secondly, there is always an
employee, who will ask their visitors, if they need any help and if so, they
are coming up with many options or variations, if it is some pottery the
customer wants. When there is a new applicant for the IN VIVO store for a
part time job, they need to have communication skills and be a polite
person. IN VIVO is well-known for a helpful staff and a very open
atmosphere.

4Cs of Marketing Mix

convenience

consumer

4Cs
MODEL
cost

communicat
ion
21

What are our customers needs and how we can fulfil them by using this
method?

Consumer (Product)
The product, which our customer wants to buy, is starting with the word
unique, handmade or something special. In this category, we can definitely
put souvenirs from the store, because these products are what the
customers firstly are looking for in the IN VIVO store. It is very important to
know what our consumer needs and that we can search buy questions
from them if we are offering this or have this kind of product, which is on
their mind. To focus more on the customer, they have the option where
they can ask for what they are thinking of and if we have something in our
range. If the product is not in stock there will immediately be send an
email, when it is restocked. The company is well informed about what is
trendy by having this theme range of different types of products from
accessories so the favorite pottery cups and decorations. The brand should
focus more on offering the products, which are the favorites among the
customers and focus more on fulfilling the costumers needs so everybody
is happy. The more important part of IN VIVO is to keep their design
aesthetic so they are not following all trends just because it is for this year
popular between fashion or style.

Cost (Price)
The IN VIVO brand already knows what amount of money their visitors
are willing to pay. Since the store is mostly build up for international
customers, which mean tourist the range of products is made by cost,
which will be a normal price for them. They cannot satisfy everyone
because as mentioned earlier they are tourists. They are used to all kinds
of different trades and markets and prices. That can sometimes be a little
challenging, when the costumer wants to negotiate the price, but the price
is set with a manager and a owner. The handmade product which are
made by one of the owners are in price range depending on size, style and
if it is a set or not. As we have experienced many of our visitors did not

22

have such a big problem with our prices even if some of them are a bit
high. A lot of our customer bought the product because it is handmade
and a real souvenir from the country they have just visited. The customer
service is also playing a big part in this overall experience from a customer
perspective. They are willing to pay for something extra if your
relationship is friendly and open. Without communication there is no way
of leaving them satisfied and happy.

Communication (Promotion)
It is common knowledge that communication is the key to success. It
does not matter if it is a small or a bigger business because with more
communication and close relationships with potential customers gives
value for the brand and it products. Promotion is a bit of a problem in IN
VIVO because of lack of information towards costumers about what they
are actually offering. They are trying to promote the handmade pottery by
using an eco-friendly statement such as little pieces of paper with their
website on each shelf or table. The employees are very communicative
and well informed about the brand in, so every tourist can have answered
all of kinds of questions. The customer loyalty is very important for IN
VIVO, because they will make sure that they have made a close
relationship with the costumer, so the costumer might spread the word
about the brand and products to other people because of their satisfaction
with the brand. Since the tourist have a less change to come back again
the Slovakian visitors have the option to leave their information such as
email on number and they will be informed about each occasion or new
season in the store. The brand should also come up with a very popular
Instagram account, which can with just a simple hashtag spread the
awareness between potential consumers and tourist who are traveling to
Bratislava.

Convenience (Place)

23

The location of a store is in a very good place and space with an easy
entrance. There is a problem with online ordering since it is still in progress
but within the year it should be accessible for consumers and also for
potential suppliers. Until then the store will be located the same place.
There is a new website which is showing a range of handmade pottery
with a gallery. The online purchasing will make a big difference and spread
the word about the products around the world.

7 Ps of marketing mix
Companies can use the 7 Ps model to set objectives, conduct a SWOT
analysis and undertake competitive analysis. It is a practical framework to
evaluate an existing business and work through appropriate approaches

24

whilst evaluating the mix element as shown below and ask yourself the
following questions:

1.Products/Services
Now: Many products from many suppliers around the world, both
handmade products and worldwide mixed together, delivering unique
products towards customers within aesthetic base
How can you develop your products or services?
With focusing more on handmade products, it can reach better and
closer relationship with customers and possible new visitors for the future.
2. Prices/Fees
Now: It depends on the new products, which are delivered, tourist
visits depending on seasons, the demand also depends on which holiday
season is going on.

25

How can we change the pricing model?

Selling for prices, which are not too high because people can see the
value from products from other competitors and that can bring bad value
about the brand.
3. Place/Access
Now: The is store available in a great place in the centrum of the
main city, Online but only available the gallery of some handmade
products
What new distribution options are there for customers to experience
our product, e.g. online, in-store, mobile etc.
More access to products and gallery of brands they are offering for
possible visitors, work on online in-store.

4. Promotion
Now: Speaking to the suppliers with new events coming or season,
having some gallery meetings/events, through other customers who have
visited the store making a chain of possible new customers, mostly
working on pottery products.
How can we add to or substitute the combination within paid, owned
and earned media channels?
Through developing new channel, they can reach more options and
be close to customers and suppliers, which are interested in our products.
Communication is the key and with offering more products, they need to
focus on translating what is happening with the brand to their visitors to
develop a higher value chain, by being more active on Instagram and
places where there is a high interest for art/clothes and design.
5. Physical evidence

26

Now: Well-known for having some great employees who are keeping
up with the close relationship and taking good care of the customers,
evidence of products which are unique for a store, welcoming music and
atmosphere
How we reassure our customers, e.g. impressive buildings, well-trained
staff, great website?
The store is in a great location but the retail design its very
confusing and not easy for a visitor eye to keep up with, too many things
can scare potential customer, by developing easier way to show the
products in this case less is more, making a clear mission and vision will
help this store to develop a clearer esthetic translation.
6. People
Now: Each future employee is having a very personal and close
relationship with the managers of the store. The managers are keeping an
eye on the training and making sure that the future employee is right for it
job
Who are our people and are there skills gaps?
In this case, the brand can focus more on making sure that they will
be listening to their employees and their ideas. They can be very helpful,
since they are the ones who are in the store and see everything what is
going on. They get the customers feedback, which can be positive and
negative. The negative ones can be used to prepare for more obstacles
and fix them.

7.Partners
Now: A fix number of partners which are having the same relationship
towards many years

27

Are we seeking new partners and managing existing partners well?

Be more open to the suppliers or partners, which can easily work on
awareness of the store; be more open to the modern options with such as
trends and partners who can reach their level of prospect.

SWOT
The SWOT model covers four areas of the company structure. It covers
strengths, weaknesses, opportunities and threats. Below the SWOT model
is placed and filled out with the strengths, weaknesses, opportunities and
threats of the company IN VIVO.
SWOT
Helpful

Harmful

STRENGTS

WEAKNESSESS

Internal
Location

Not enough of advertisement

Slovak handmade

Lot of products in one place

products

Confusing interior structure

Big variety of
products
Creative design
and originality
Sending pottery
products worldwide

28

OPPORTUNITIES
External

THREATS

Expand to other
countries with
handmade pottery
and make better
marketing ideas

Stores similar to this one

Competitors with a similar
design aesthetic

Active in social
media

3. Sum up of the information reached in this

report and recommendation for further
improvement of company IN VIVO

Recommendations
A part of this work experience was to overcome some issues and try to
change them by applying new ideas into a store. I have come up with this
recommendation in each section.
1. SOCIAL MEDIA AND WEBSITE - work on a better product options
and e-shop in the near future for some customers and for new
potential suppliers, more photos of products and what can be
found in a store. Have a delivery option for products such as
furniture, which need to be checked first and then transported
since it is not possible to have all products in the store in such a
small space like it is now
2. MARKETING - in the near future when there will be a special
occasion there should be put more time on branding the brand

29

and handmade products since it is a very lack luster right now

and there is not enough promotion and information. This part is
very important but also harder for the brand since there is no
person, who can put use all of their time just for branding and
marketing, when the brand is this small.
3. CUSTOMER RELATIONSHIP identify the customers real needs by
making the customer complete a survey with a section for their
suggestions to what can be different about what the store can
offer and how satisfied they are with the range of products and
customer relationship.
4. INTERIOR DESIGN in the future the employees will work with the
owners of the store to come up with the best ideas for changes
and still keep their design vision and aesthetic.
5. PRODUCT RANGE focus on products which are popular among
the customers.
6. EXPANDATION One thing, which can happen in the future, is to
get new suppliers from other countries such as Denmark,
contacting similar design stores, which can be interested in coworking with the IN VIVO brand with products such as pottery to
use them in places such as coffee bars or restaurants or just in
design stores.

Conclusions
To sum up all the information I have gained in this report, we have to
look at the question stated. Did we answer all of the questions in problem
statement? Definitely. By methods we can much easily imagine the brand
process and thinking. The methods, which I have included, show the whole
description of the brand in SWOT, 7 Ps method, 4Cs method and BMC.
Now it is very clear what were the problem questions and the answer to
them.

30

Based on the evidence provided in the present report, it can therefore

be stated that the industry of offering unique products with mostly
handmade pottery is currently experiencing a great relationship between
client relationships. It can be generally supported either by taking the
communication by media or by working on new marketing strategy as the
stated new options. In order for IN VIVO brand to change their customer
experience and relationship to the next level, they should consider:
Investing more time and people to making this changes possible. Use
more energy on following trends and what is now popular between design
and souvenirs. Use more energy using social media and provide the
perfect atmosphere by changing the store in interior and visual
perspective.
In the end, the issue which matters the most has been discussed in
order to provide the best solutions possible that guarantee a positive
outcome, provide that creative and innovative system of controlling the
brand value and popularity. A strong impute is considered as a main issue
for owners by making an emotional impact and social recognition when
making a new change, in order to attract loyalty.

Work experience reflection & self-evaluation

In this part, I would like to describe what have I learned and what this
internship gave me as a student of retail design. My story started as an
applicant from last year, when I ended it up in this brand as a sales
assistant. After one year when I had the option to find a place to start my
intern experience I knew that in this brand I have a great connection and
relationship with co-workers, so it was natural that I have contacted them.
I have written them what I would be doing and what I was hoping to gain. I
can say now that it has reached my expectations. Firstly, I was scared that
since it is hard to change things just by myself in the store. I came up with
many solutions to how they can try to fix some of their problems. My
experience was very pleasing and since I have a close relationship with the
managers of the store, I was able to ask get answers to many of my
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questions about the brand. I have learned through the main decorators
eye how the business is working and how the whole store process of
looking for products and sell them. Everyone was open to many of my
ideas so that kept me more motivated and we came up with some future
solutions together. Since the marketing needs to be worked on I
understand why is it so hard for IN VIVO to stay on track with their
branding side. It is not as simple as it looks like when you do not have
enough people to do this kind of work. One of the owners was open to my
solutions and methods on how they can expand and make more value for
their customer. We have considered many obstacles but I realized that my
vision is more flexible than theirs because I am in another country and
because I am in retail design course. I have discovered a great solution or
option on how to expand by contacting similar stores with their design
aesthetic in Denmark. I was very surprised that in a few days some of
them answered me with a positive answer and will keep being in contact
with me. I have showed them the product range which is IN VIVO offering
since their products are mostly handmade and very unique and Danish
design stores can appreciate that. I have contacted almost 40 brands,
stores, restaurants and coffee places and showed the range of cups,
pottery and ceramic the brand has and also worked on some mood boards
and product boards to translate IN VIVO design in closer way. This was one
of the things I have gained as new learned during my stay. I was able to do
it by myself with just a one try and that satisfied me. Secondly, I was able
to make some decorations in the store by myself and try to divide products
as I though that would be a better place for the customers to look at them.
The most interesting idea which we would like to work together with a
brand is the whole change of a space from interior design to visual
merchandising. I was glad and happy that the owner gave me full freedom
with coming up with ideas for the new space because that is something
which can gave me a great opportunity in creativity and I was be able to
use methods which I have learned in university in real life. The whole
process was mostly about ideas, which they can make after my internship
because it need a lot of time for realization. I will keep being in close

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relationship with this brand and contact them by email about every
possible opportunity which I can give them for their future change in their
reconstruction. I have realized how hard it is to change some problems,
since not many people can do those changes so I am glad that they
believed in me and want me to inspire them by my traveling, my ideas
since being creative is the best way of translating your point of view.

References
Books:

Retail Management and strategic approach by Barry Berman and Joel

R. Evans
Retailing and Introduction by Roger Cox and Paul Brittain and Retail

Management
Visual merchandising principles and retail design theories from
chapter 19 of Retailing and Introduction by Roger Cox and Paul
Brittain

Online recourse:

http://pestleanalysis.com/what-is-marketing-analysis/
https://www.mindtools.com/pages/article/newTMC_10.htm
http://invivo.sk

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http://www.professionalacademy.com/blogs-and-advice/marketing-

theories---the-marketing-mix---from-4-p-s-to-7-p-s
http://economictimes.indiatimes.com/definition/marketing-mix
http://www.marketingdonut.co.uk/marketing/marketing-strategy
http://www.marketingdonut.co.uk/marketing/marketing-strategy/the-

five-principles-of-retail
http://www.entrepreneurial-insights.com/understanding-4csmarketing-mix/

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