ALL RIGHTS RESERVED EZ WORLD Budget : $20,000 Eden Lim 5305010202 KOSEI.

ALL RIGHTS RESERVED EZ WORLDⓒ

Budget : $20,000

Eden Lim5305010202

KOSEI< Fashion Web Shopping mall >


Introduction

1.Background2.Target audience3.Key communica-

tion4.PR objectives5.PR strategy6.Target press7.PR ideas8.Promotional part-

ners


Background

1


Background

• “KOSEI” is fashion online shopping mall in Korea that

offers Japanese clothing, bags, shoes, and acces-sories for young men.• Their substantial part of proceeds are given to the

International Committee of UNICEF. • KOSEI imports in large quantities of products from

Japan to Korea and they sell fashion items and cloth-ings that is high quality and unique. Also, KOSEI sells products wholesale to a few clothing compa-nies.

• All of products are always best and clothings con-tains antimicrobial agents to make product’s quality better.

• The company provides useful informations about fashion for consume rs.

Product : Japanese clothing (Outers, top, bottom), bags, shoes, and accessories (Sunglasses, sock, belt, muffler, etc)


Target Audience

2


Target audience

Primary: Men aged 20-30- Young Korean men who are in-

terested in self-styling- Have income of about 1,000,000

– 3,000,000 Won ($938 – 2900)

Secondary : Clothing compa-nies

- Want to sell unique, cheap, high quality items

Tertiary : Fashion people (Fashion designer, fashion

model, fashion magazine edi-tor)

- Interested in fashion- Like to collect unique fashion

items and clothing


Key communication

3


Key communication


Key communication

• Brand name : KOSEI (Japanese word, meaning “Personality”)• Products : Fashion items and clothings - Clothing (Outer, top, bottom), bag, shoes, and accessories (Sunglasses, socks, belt, muffler, etc) - All of products are made from Japan with high quality and unique design. • Infomations - Support UNICEF - Unique and high quality products - Antimicrobial agent contained clothings - Imports large quantities of products from Japan and sell at wholesale pricing for a few of clothing companies.• Contect - CEO : Seung Suk Han - Phone : +82 10 9956 2889 (KOR) - E-mail : [email protected]


PR objectives

4


PR objectives

1. Increase target audience’s interest of the online shopping mall.

2. Build images of respecting consumer’s characteristics by communicating and providing informations.

3. Enhance reputation of the company and demostrate the quality of products.

4. Products will be shown in the media such as magazine and Internet article.


PR strategy

5


PR strat-egy1. Build a good image of the company by holding social campaigns.

2. Provide different fashion tips based on individual’s characteristics and prefer-ence and consult consumer’s problem.

3. By displaying products with fashion mod-els, consumers get aware of the high quality of the company’s products.

4. Informing consumer’s needs of the prod-ucts by providing interview.


Target press

6


Target press

• Online press- Naver news, Google news, Nate news…

• Fashion press - Marie Claire, Esquire, Looktique, Realway…


PR ideas

7


PR ideas

• Donation campaigns for UNICEF- Charity bazaar and fund-raising campaign

• Launch fashion blog- Good place to share informations about fashion

• Hold fashion party- For fashionable participants, fashion people, and

consumers.

• Interview with participants in the party• Opening exhibition• Invite fashionable people to street fashion

walk festival


PR ideas

Fund – raising campaign Fashion party

Idea • Campaign for donating UNICEF so that consumers get interest of the com-pany

• It will be held on Valentine day.

• Chocolates will be given to donator

• Invite fashion people, consumers who are inter-ested in fashion.

• Products will be displayed with models

• Participants share infor-mations of fashion items

• Foods and wine will be given

Rational • To make company’s im-age better and friendly

• Participants will get aware of high quality and unique design of products

Target me-dia

• The campaign will be recorded or written in In-ternet news

• The fashion party will be recorded or written in fashion magazine

Cost • Less than $3,500 • Less than $9,000


Promotional partners

8


Promotionalpartner

• Online Blogger• Model house for exhibition • Fashion models for display• Fashion editor• Journalist• Club


THANK YOU

ALL RIGHTS RESERVED EZ WORLD Budget : $20,000 Eden Lim 5305010202 KOSEI.

Documents

Transcript of ALL RIGHTS RESERVED EZ WORLD Budget : $20,000 Eden Lim 5305010202 KOSEI.