1. EN2837 Communicating fashion culture
Store Concept in Manayunk
Cheung Wan, Sarah
Liu Pui Shuen, Ivy
Tai Ka Po, Katherine
Wan Hiu Yat, Lucia
Yu Tsz Wai, Michelle

2. 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

3. 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

4. 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

5. Store Product Categories
• Children’s boutique
• 0-5 years old young kid’s clothes
– Toys
– Outfits
– Swimsuit
– Jackets
– Dresses
– Accessories
– Shoes & boots

6. Store Name & Logo
• Store Name
– choosing clothes from the closet
– “Double K” shows care about kids and to be
special

7. Store Name & Logo
• Store Logo
– font is childlike fun, playful and less formal
– bring in two cute cartoon characters, as a
remarkable icon

8. Store Location
• Main Street Manayunk, Philadelphia

9. Store Front

10. Store Floor Plan

11. Interior Design
Closet Design The Cashier

12. Kid’s Corner

13. 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’

14. 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

15. 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

16. 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

17. 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

18. 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

19. Be the first to share!
• Google+
– customize our contact list
– VIP and frequent buyers
– directly do marketing job on them
– E.g. Mother’s Day: Special deals

20. Check you in!
• Location-based service
• When attending our physical events e.g.Grand
Opening & Seasonal Kids Fashion Show
• Check in via smartphone app

21. Email
• 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

22. Opening Event

23. Promotional Plan
Leaflet
Invitation card
Website(online store)

24. Opening Event Budget
• Celebrity (SJP)
- Charitable nature
• Snack & drinks
• USD$300
• Opening souvenirs (mugs)
• USD$500

25. Promotional Budget
Keystone Outdoor Advertising Company
• Billboard
Placed in the Roosevelt Expressway: USD$4,000 /4-weeks

26. 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.)

27. Promotional Budget
• Website
Website Vendor: godaddy.com
First Year price: USD$11.99
Domain: kidskloset.com
• Magazine advertisement :
Parents Express magazine
Full pages Adv: USD$1,179
Online banners Adv: : USD$360/month
Total Cost: USD$6,800.99

28. Thank you!