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Group1 Test
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
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
Viral Marketing: maximize our exposure online by existing social media platforms To acknowledge them our variety activities regularly To sustainably establish open communication and mutually beneficial relationship The ‘virtual events’: online platforms to complement physical ones
Exposed our brand by sharing among our core audience group
Google+ and Pinterest Popular in US district US group recommended us particularly organized, concise but visually richer Pinterest repining images have a link back to the original sources, which are usually our pages Google+ customize our contact list some VIP and frequent buyers directly do marketing job on them some occasions, like Mother’s Day, we can give them special deal because they are in the special circle
