Group1 Test
Transcript of Group1 Test
EN2837 Communicating fashion cultureStore Concept in Manayunk
Cheung Wan, SarahLiu Pui Shuen, Ivy
Tai Ka Po, KatherineWan Hiu Yat, Lucia
Yu Tsz Wai, Michelle
Store Concept
• Create a joyful and comfortable kid’s kingdom – Provide miscellaneous collection of kids’ clothes
for shopping– Be a customer-oriented store in that field• Establish a play area• Encourage stress-free shopping experience• Provide quality service
Store Target Market
• Demographic– Kids– Young parents• Upper class• Around 25-40 years old• Have or going to have kids
– People who have friends with kids
Store Target Market
• Psychographics• Adults:
– Enjoy care-free shopping– Enjoy shopping with friends and kids– Enjoy shopping in the assistance of experienced salesperson
• Kids:– Enjoy shopping with parents and having fun time in the play
area
Store Product Categories
• Children’s boutique• 0-5 years old young kid’s clothes– Toys– Outfits– Swimsuit– Jackets– Dresses– Accessories– Shoes & boots
Store Name & Logo
• Store Name– choosing clothes from the closet– “Double K” shows care about kids and to be
special
Store Name & Logo
• Store Logo– font is childlike fun, playful and less formal– bring in two cute cartoon characters, as a
remarkable icon
Store Location
• Main Street Manayunk, Philadelphia
Store Front
Store Floor Plan
Interior Design
The CashierCloset Design
Kid’s Corner
Social Media Strategy
• Viral Marketing: maximize exposure online by existing social media
• To acknowledge them our variety activities regularly
• To establish mutually beneficial relationship • ‘Virtual events’ complement ‘physical events’
KidsKloset.com
• Core central of our social media strategy
• Submit our website address to
3. leading search engines e.g. Google & Yahoo!
4. social bookmarking websites with tags & keywords search effectively
Facebook Fan Page: Pato & Rana
• Potential popularity of two characters • Target: –Have 300 newly-joined fans in the first
month –40 to 50 more monthly
• Functions:–Upload snapshots of precious moments – Spread over other social media platforms
e.g. Pinterest, Twitters & Tumblr
Facebook Fan Page: Pato & Rana
• Procedures:–Voting on the Top-3 most popular shots –Announce in our homepage monthly
• Prizes:–Cash coupon & extra discount up to 30%
off
Secrets in KidsKloset
• Blogs– To welcome customers’ subscription
• Youtube– Narrated by Pato & Rana– Disclose private back-stage scenes – Share experts advice & experience on child-caring – Produced with descriptions – Set in parent-oriented channels
Be the first to share!
• Google+ and Pinterest – Popular in US district
• Features:– particularly organized, concise but visually
richer• Pinterest– repining images – have a link back to the original sources
• Google+– customize our contact list –VIP and frequent buyers –directly do marketing job on them– E.g. Mother’s Day: Special deals
Be the first to share!
Check you in!
• Location-based service • When attending our physical events e.g.Grand
Opening & Seasonal Kids Fashion Show• Check in via smartphone app
• Fowardable• Help enlarge customer base• Plan: – Forward to >3 people who may also be interested
in receive e-coupon: extra 10% off for selected items
Opening Event
Promotional Plan
Website(online store)
Leaflet
Invitation card
Opening Event Budget
• Celebrity (SJP)
- Charitable nature• Snack & drinks • USD$300
• Opening souvenirs (mugs)• USD$500
Promotional Budget
Keystone Outdoor Advertising Company• Billboard Placed in the Roosevelt Expressway: USD$4,000 /4-weeks
Promotional Budget
Fireball Printing Company• Flyers: 8.5x11 Double Sided Digital Flyers: $0.30/ sheet,1000 Sheets = USD$300
• Posters: 12x18 Single Sided Digital Posters: $0.30/ sheet, 200 Sheets = USD$ 60
• Invitation cards :
200 Folded Cards: $0.45/card = USD $90
(Pricing is for all sizes between 3 x 5 and 5.5 x 8.5 finished folded size.)
Promotional Budget
• WebsiteWebsite Vendor: godaddy.comFirst Year price: USD$11.99Domain: kidskloset.com
• Magazine advertisement : Parents Express magazine
Full pages Adv: USD$1,179Online banners Adv: : USD$360/month
Total Cost: USD$6,800.99
Thank you!