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Budget : $20,000
Eden Lim5305010202
KOSEI< Fashion Web Shopping mall >
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Introduction
1.Background2.Target audience3.Key communica-
tion4.PR objectives5.PR strategy6.Target press7.PR ideas8.Promotional part-
ners
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Background
1
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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)
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Target Audience
2
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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
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Key communication
3
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Key communication
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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]
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PR objectives
4
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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.
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PR strategy
5
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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.
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Target press
6
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Target press
• Online press- Naver news, Google news, Nate news…
• Fashion press - Marie Claire, Esquire, Looktique, Realway…
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PR ideas
7
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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
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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
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Promotional partners
8
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Promotionalpartner
• Online Blogger• Model house for exhibition • Fashion models for display• Fashion editor• Journalist• Club
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THANK YOU
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