BRAND ANALYSIS UK Market

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Challenge

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GET ATTENTION THROUGH MARKETING CAMPAIGNS

NEW DISTRIBUTION CHANNEL THROUGH CONCESSIONS

Implementation Strategy  

ENHANCE STORE EXPERIENCE THROUGH EXISTING STORES

Tactics

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§  Campaign directed to potential

store visitors

§  Uploads shown on TV Screens in shopping windows and within the store

§  Use of hashtags #basicisthenewblack

Get Attention Selfie Campaign

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Enhance Store Experience Technology

Why §  Increase traffic §  Show Japanese heritage §  Leave a positive impression How §  Digital devices within the store §  Mannequins §  Tablets for customer service

Flagship à Concession §  Constant Revenue - Sustainability §  High Traffic §  Market Research §  Less resource allocation

Retail Choice: House of Fraser §  60 Stores in the UK §  Prime locations in every major city §  18,000 Sales Force !

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Distribution Channel Concessions

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Conclusion

Rebecca Teboul, Julia Treppte, Elena Berrone, Gaston Arcuti, Vikas MU