(*Note: what is being shown here is not the entire part of the project)
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/OBJECTIVES OF POP UP STORE:
-To Drive traffic to the flagship store
-To encourage consumers to post and share on social medias
-To raise awareness of why Gentle Monster differ from other eyewear brands
-To raise awareness of why Gentle Monster differ from other eyewear brands
-To entice customers to make purchase at the end
-To turn customers to loyal ones
-To make consumers aware of Gentle Monster presence in Hong Kong
-To translate brand essence in experiential way
-To turn customers to loyal ones
-To make consumers aware of Gentle Monster presence in Hong Kong
-To translate brand essence in experiential way
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/PRODUCT CHOICE & RANGE:
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/GENTLE MONSTER POP UP DESIGN MOODBOARD- DESIGN ELEMENTS:
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/THEME OF POP UP STORE:
SUBCONSCIOUS
Concern a part of the mind where one is not fully aware of, however it influences one’s actions, behaviour, thinking, feelings and creativity in a way. This pop up will create the experience as if visitors are delve into their subconscious mind.
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/WHY GLITCH?
The Idea of blurriness, unclear in which one not fully aware about their subconscious mind
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/WHY BLUE AS MAIN?
Ties to serenity, calm, tranquil yet dreamy, cool &relates to the idea of self-expression (Empowered, n.d.)
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/GENTLE MONSTER POP UP STORE DESIGN:
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/PUBLIC RELATION
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/Objectives:
-To generate awareness and hype
-To entice consumers to visit the pop up
-To entice consumers to visit the pop up
-To make visitors gain a memorable experience and let Gentle Monster to linger in their mind
-To make visitors feel connection and personal touch with Gentle Monster
/Promotion calendar:
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/PROMOTION:
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/INSIGHT:
Throughout the past 10 weeks, thorough research has been conducted based on primary and secondary research. Which includes analyzing Gentle Monster and the Hong Kong market, possible locations for the pop-up, assortment plan. Also, coming up with the store design and how to promote this pop up.
Gentle Monster is a high-end Korean eye wear brand from South Korea. The brand itself is strong in media presence and already has retail presence in Hong Kong with two flagship stores, stockists, and on online platforms. This pop up will be held under the time span of two weeks from 9 to 24 December. Whereas, the objectives of the pop up are to translate brand essence in experiential way, to drive traffic to flagship store, to raise aware- ness how Gentle Monster differ from other eyewear brands, to entice customers to make purchase at the end, and to turn customer into loyal ones.
Sales of Hong Kong eye wear market as of 2019 reaches 4,029 million HKD. In order to cater to Hong Kong market and establish a unique image, for this pop-up, the more special and quirky designs including Collection 13 and Collaboration products will be showcase.
Mainly targeting millennials within 18-36 years old. In association to that, the pop-up store will be held at K11 Musea, a new destination mall that target millennials, offering high-end experiential retail, art, cultural and dining destination.
In order for the public to be aware of the pop-up event and generate hype, various form of promotion will be undertaken. Including; Press release will be send out to media press and sites, building awareness through social media platforms and influencers, and also other forms of screen advertisements. The pop-up is strategically planned where consumers will be guided from start to end, the pop-up doesn’t sell products, but focus on creating experience that include insta-worthy places worth for visitors to post about.
The pop-up shop is estimated to cost $104,225 hkd, for two weeks period of time, in which is worth to invest in to gain better recognition, customers and differentiate Gentle Monster in the eye wear market.
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/FULL REFERENCES:
