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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!