As this is only a one off collaboration
their wont be a store most of it will be sold online such as the key collection
but there will also be secret pop-up shops set up in some of Europe’s biggest
city’s. These shops will be open for about a month at a time and include not
only the main collection but also one off pieces that customers wont be able to
get anywhere else. The pop up shops will
run with the pink theme and be set out in a grid like simplistic way, with the
clothes hung on metal hangers, on stand alone rails dotted around the shop. However,
the walls will have pink and black graffiti all over them giving the simple
layout a chaotic feel. The graffiti will be done by different artists in each
city giving them a chance to show case their work as well. I have chosen
graffiti because it is still another taboo in todays society when really it is
an art form and takes just as much skill to creating as a normal painting. The website will run with the pink
theme also but be kept simple so it is easy to browse through and show off the
pieces. Not only will the products be available on the site there will also be
a look book available like on the Hugo Boss website.
The brand will be promoted using
shock tactics but also with an exclusivity about it to reach out to only the
right people rather than trying to promote to every person possible. As it is
for a younger audience a lot of the promotion will be done online through
having its own, blog, Instagram page and Facebook. These will be used to tell
customers about what is inspiring the designers behind the collection and also
to make it more personal and informal as a way to communicate with customers as
well.
Another way it shall be promoted is
through posters which will be put up in the city’s where the next pop up shop
will be, but the posters wont tell you straight where the shop is they will
give you a clue or phrase which you have to figure out to know the location.
The posters will be pink and white with the brand name and the date the pop up
shop is opening in large print and then underneath in a much smaller print will
be the clue or phrase. The last way the brand will be promoted is though a sort
of underground rave event named ‘Out of Luck’ getting the name out there and it
will basically just be a huge party that is heavily branded, so that people
will associate the range with the good times. This event would be promoted
through flyers and the social media sites.
Shop wall inspiration
Website
Promotional posters
