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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

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

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!