Manri pop-up event proposal: MARNI WISH MARKET

MARNI POP-UP EVENT PROPOSAL

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Catalogue 1. Introduction to Marni -------------------------------------------------------------------------------------------------------- 3-8 •

1.1 Comparison of Marni‘s Customer Profile in the International Market and the Chinese Market ------------------------------------------------------------------- 3-4

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1.2 Introduction to Marni in Chinese Market ------------------------------------------------------------------------------------------------------------------------------------ 5-7

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1.2.1 Marni in Chinese Market ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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1.2.2 Marni‘s Timeline in the Chinese Market ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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1.2.3 A Summary of the Timeline ----------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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1.3 Marni – A Charity Brand --------------------------------------------------------------------------------------------------------------------------------------------------------- 8

2. Identify Problems and Develop solutions ------------------------------------------------------------------------------------ 9 3. Marni Wish market -------------------------------------------------------------------------------------------------------- 10-30 •

3.1 Introduction of the Charity Project -----------------------------------------------------------------------------------------------------------------------------------------

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3.2 Introduction to the Experiential Projects of the Pop-up Shop ---------------------------------------------------------------------------------------------------------- 12-23 •

3.2.1 Experiential Project 1 : Childhood wishes --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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3.2.2 Experiential Project 2 : The time tunnel

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3.2.3 Experiential Project 3 : Adults’ wishes

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3.2.4 Qingyang sachet embroidery

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3.2.5 Experiential Project 4 : Sachet laboratory

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3.2.6 Experiential Project 5 : Wish market

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22-23

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3.3 Floor Plan -------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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3.4 Pop-up Shop Appearance -------------------------------------------------------------------------------------------------------------------------------------------------------

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3.5 Touring pop-up stores & Activity sites ---------------------------------------------------------------------------------------------------------------------------------------

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3.6 Time and Duration of the Pop-up Shop ---------------------------------------------------------------------------------------------------------------------------------------

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3.7 Online Marketing Strategies -----------------------------------------------------------------------------------------------------------------------------------------------------

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4. How to reflect the role of CSR in this pop-up shop and how to improve Marni‘s brand image ----------------------------5. Reference list ----------------------------------------------------------------------------------------------------------------

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1.1 Comparison of Marni‘s Customer Profile in the International Market and the Chinese Market

Comparison of Marni's customer profile in the international market and the Chinese market

• Marni's international customer group analysis:

• Analysis of Marni's customer group in the Chinese market:

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Marni is already a complete and mature brand with a high reputation internationally, so its target customers are relatively wide, mainly Gen X (1965-

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1980), Xennials (1976-1984), and millennials (1981-1996).

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Marni’s main purchasing power age group is between 25 and 48 years old. They

millennial generation (1981-1996).

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have an active lifestyle, are independent and confident, and are willing to wear

In the Chinese market, millennials are also Marni‘s main purchasing power and main marketing target. Marni is not very mature in the Chinese market, and most domestic

something bold, unique, colorful, and often large, while remaining feminine. They have

media still describe Marni as a “niche brand” and “emerging international brand” (Mosko,

good financial stability and high intelligence and are curious about the world (Yague,

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Marni is relatively unknown in the Chinese market and currently only targets the

2018; Xinhua.net, 2017). Millennials are exactly the group that is easily attracted by

2018).

brands with the words “emerging” and “niche”. Meanwhile, Marni is a highly provocative

Millennials and Xennials are Marni's main audiences. Younger audiences --

and creative brand. Therefore, millennials are the main purchasing power and advertising

mostly millennials in their 20s and 30s -- are drawn to the brand because of its

target of Marni. According to the “2018 Tmall international import consumption trend

provocative and creative work, which they interact with through social media and

report” released by CBNData (2018), Marni is the Top3 brand with the growth

attending offline events, fashion shows and other events (Yague, 2018). At the same

coefficient of millennials’ purchase of luxury women‘s bags on the Tmall international

time, Xennials is a group of people who were not shaped by social media in their childhood, but with the understanding of social media platforms, he gradually adapted to the digital age. They are energetic and actively participate in offline activities of the brand; Interested in art and fashion. In addition, they usually purchase Marni's products through Marni's online website, offline stores or shop-in-shop.

platform of Alibaba in 2017.

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With the increasing purchasing power of millennials, Marni is paying more and more attention to this group. Now Marni is increasingly targeting young people through activities and creative cooperation. Meanwhile, millennials hope Marni can bring them fresh and different experiences from other brands (Yague, 2018). Millennials reported that they interacted with Marni through social media and offline activities (Yague, 2018).

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1.1 Comparison of Marni‘s Customer Profile in the International Market and the Chinese Market

Comparison of Marni's customer profile in the international market and the Chinese market

International Market

Chinese Market

Brand positioning

Innocence, colorful, purity, romance, charity

Innocence, colorful, purity, romance, charity

Brand types in consumers' minds

A complete and well-known luxury brand

Niche, emerging luxury brands

Main publicity target

Millennials, Xennials, generation X

Millennials

Main ways of publicity

Offline pop-up stores, Social media (Instagram is the most important)

Offline pop-up stores

Major purchasing power

Xennials、Millennials

Millennials

Main purchasing channels

Marni online official website, offline official stores, shop-inshop

Alibaba Tmall Marni, offline official stores

Clothing, shoes, bags

Accessories, bags

€500-€1800

€200-€1600

Main products purchased

The price range of the main products purchased

Resource from: https://issuu.com/hej_mac/docs/marni (Chen.2018)

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1.2 Introduction to Marni in Chinese Market •

1.2.1 Marni in Chinese Market

MARNI IN CHINESE MARKET

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Marni opened its first store in Shanghai in 2006 and has 15 stores in China so far.

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In January 2017, Marni opened a pop-up store in SKP, which lasted for 9 days. The decoration was relatively simple, but it also tried to present the brand style in a complete way, which felt like Marni started to increase its investment in the Chinese market.

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In December 2017, a one-month charity flash mob of Marni Christmas Carnival was held in Reel, Shanghai. Donations will be made to the little prince society

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On January 10, 2018, Marni opened an online flagship store on Alibaba's Tmall to test the waters of the Chinese market as Marni's only e-commerce platform in China. The opening of Marni Tmall's official flagship store continues the brand's retail plan in China for the past 12 years and further confirms the Chinese market as one of the key areas for brand development.

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Marni capsule series pop-up store was launched at 10 Corso Como in Shanghai in November 2018.

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In November 2018, a charity pop-up store was launched in Yongnian road, Shanghai, which lasted for six days. The store was very unobserved and located in a row of demolition houses.

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In May 2019, Marni opened a pop-up store of Marni Market Cafe in Taikoo Li, Chengdu. The activity lasted nine days, and the marketing began to sink to second-tier cities. The main Marni basket on sale is a charity product launched by Marni in 2015.

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On June 18, 2019, Marni surpassed last year‘s total turnover of 618 in just one minute after the Tmall 618 event started. Marni’s marketing in China has paid off.

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In early December 2019, Marni stores in reel Shanghai, Hangzhou tower and Beijing international mall will sell the charity goods launched in 2019: very distinctive glassware. But it's not a pop-up, just a 2019 charity item in Marni's store. Donations will be made to educational and recreational activities at the children's hospital.

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As of 2019, accessories are the main business, with accessories sales accounting for more than 40 per cent of total turnover, mainly thanks to the popularity of handbags, which have grown by more than 50 per cent since 2016.

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Marni Miao collaborative project was launched exclusively by Marni brand creative director Francesco Risso during Shanghai fashion week on oct 10, 2019. It is expected to be officially launched in 2020 at Marni's exclusive event in Beijing and will be available in selected boutiques in Marni China as well as selected global boutiques.

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1.2 Introduction to Marni in Chinese Market •

1.2.2 Marni's Timeline in the Chinese Market

Marni's timeline in the Chinese market

Marni Opened its first store on the Chinese mainland in Shanghai and has 15 stores in China so far.

In January 2017, Marni opened a pop-up store in background SKP for nine days. The decoration is relatively simple, but it also tries to present the brand style completely. Marni began to invest more in China.

2006 2017.1

In December 2017, a onemonth charity flash mob of Marni Christmas Carnival was held in Reel, Shanghai.

Donations will be made to the Little Prince Foundation

On January 10, 2018, Marni opened an online flagship store on Alibaba’s Tmall to test the waters of the Chinese market as Marni's only e-commerce platform in China. The opening of MARNI Tmall's official flagship store continues the brand's retail plan in China for the past 12 years and further confirms the Chinese market as one of the key areas for brand development.

2018.1

Marni capsule series pop-up store was launched at 10 Corso Como in Shanghai in November 2018.

2018.11

In November 2018, a charity pop-up store was launched in Yongnian road, Shanghai, which lasted for six days.

The store was very unobserved and located in a row of demolition houses.

2018.11

In May 2019, Marni opened a pop-up store of Marni Market Cafe in Taikoo Li, Chengdu. The activity lasted nine days, and the marketing began to sink to secondtier cities. The main Marni basket on sale is a charity product launched

by Marni in 2015.

2019.5

On June 18, 2019, Marni surpassed last year‘s total turnover in just one minute after the Tmall 618 event started.

Marni's marketing in China has paid off

2019.6

In early December 2019, Marni stores in reel Shanghai, Hangzhou tower and Beijing international mall will sell the charity goods launched in 2019: very distinctive glassware. But it's not a pop-up, just a 2019 charity item in Marni's store.

Donations will be made to educational and recreational activities at the children's hospital.

2019.12

As of 2019, accessories are the main business, with accessories sales accounting for more than 40 per cent of total turnover, and sales of Marni handbags have grown by more than 50 per cent since 2016.

2019

The collaborati on with Marni Miao is expected to be unveiled at Marni's exclusive event in Beijing in 2020.

2020

2017.12

Offline marketing

Online marketing

conclusion

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1.2 Introduction to Marni in Chinese Market •

1.2.3 A Summary of the Timeline

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After Marni held its first offline event in China in 2017, it has held offline events in China every year. From 2017 to 2019, Marni has held six offline events in China, five of which are pop-up stores, lasting about two

A summary of the timeline

weeks.

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Each offline event held by Marni is short in duration, usually lasting about 2 weeks. Marni's offline investment is small, but in the limited funds and venues to show Marni's style as far as possible: color, innocence, pure.

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Marni brand positioning is relatively low-key, online marketing is less, usually through offline activities to close the distance with consumers, easy to distinguish from other brands. Most consumers in China said that flash stores and brand exhibitions are their preferred offline activities of brands, because they can better meet consumers' demand for perfect "experience" (Wang, 2018). So it's a good idea for Marni to host pop-up stores in China on a regular basis.

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Marni's pop-up stores are usually held in first-tier cities, but starting in 2019, the marketing campaign is slowly sinking to second-tier cities.

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Until 2019, Marni‘s pop-up stores in China were held indoors, with little success, and Marni’s popularity in China rose further after the outdoor Marni pop up shop opened in Taikoo Li, Chengdu, in 2019.

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Sales took a further leap in 2019. After the start of Alibaba's Tmall 618 campaign in 2019, it only took one minute to exceed the total turnover of 618 in 2018. Accessories are the most popular type of products.

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The campaign usually includes elements of charity and cause-based marketing, which are easy to distinguish from other brands. Small items and ornaments with children's colors are usually sold at the event and the proceeds are donated to charity.

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1.3 Marni - A Charity Brand

Marni – A Charity Brand •

Marni has always been committed to charity. Marni's annual Christmas charity project holds charity pop-up shops around the world at Christmas every year. Part of the sales proceeds of the project will be donated to charities dedicated to helping disadvantaged children.

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Marni has always focused on the Chinese market and has been opening charity pop-up stores or selling charity goods in stores in China every year since 2017. Among the 6 offline activities held by Marni in China, 4 of them are charity oriented, which shows that "charity" is an important concept of Marni.

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2. Identify Problems and Develop solutions

Problems：

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Francesco Risso, the brand's creative director, said it would continue to focus on Marni's future.

According to his recent interview, his next step will be more about developing Marni's brand than sales.

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Therefore, the most important thing for Marni in China now is how to promote awareness and branding.

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How Marni builds a complete brand image through offline activities as the main approach and integrated marketing.

To improve the popularity, not only Chinese millennials should have a deeper understanding of the brand, but also generation Z should have a deeper understanding of the brand. Not only should consumers in the first-tier market be familiar with Marni, but they should also move to second - and third-tier cities.

Marni branding in the minds of consumers, clearly show Marni's brand style and characteristics, and highlight Marni's contribution to charity, and distinguish it from other brands to form brand influence.

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Solutions：

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Experiential Philanthropic pop-up shop: memories of childhood wishes+ intangible cultural heritage handmade workshop + customized fragrance services + charity merchandise sales

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Elements of philanthropy: 1. Clear motivation

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2. Help a wide range of people, including cultural and vulnerable groups

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3. charity products sales

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4. Appropriately reduce the price of charity goods

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5. Limited production, limited purchase, limited quantity

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Style: pure, romantic, colourful, childlike innocence, wishes

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The pop-up stores will travel to different places within a month (outdoors), First in the first-tier cities, and then down to the second-tier cities

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Online promotion with PUGC (Professional User Generated Content)

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2. Identify Problems and Develop solutions 3. Marni Wish market

MARNI WISH MARKET --We suddenly grew up, but don’t forget our childhood wishes

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3. Marni Wish Market •

3.1 Introduction of the Charity Project

Introduction of the Charity Project

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This is a charity pop-up shop combined with cause-related marketing, aiming to promote China‘s intangible cultural heritage technology -- Qingyang sachet embroidery system, so that the craftsmen of Qingyang sachet embroidery will get more attention. Meanwhile, Marni will cooperate with ”Jack Ma Foundation“ to jointly help the development of primary school students and left-behind children in poor rural areas. Jack Ma has a high reputation in China, and consumers trust him so much that working with “Jack Ma Foundation” can increase trust for Marni's charity work.

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Official website of Jack Ma Foundation:

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Marni Wishing Market will invite children from poor rural areas helped by Jack Ma Foundation to paint their wishes, and then combine the children's paintings with Qingyang sachets. After designing the design of the sachet, the craftsmen of Qingyang sachet embroidery made Marni sachet and sold it in the pop-up shops. Marni will donate 80% of the sales proceeds to the jack ma foundation.

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Cause marketing process: the rural primary and middle school students, left-behind children participate in the design of Qingyang sachets, and then Qingyang sachet craftsmen will carry out the sewing of sachet, Marni will donate 80% of the sales to Jack Ma Foundation, In combination with the follow-up publicity, Marni will inform consumers of the donation process and results of charity, so that consumers can make clear that they have indirectly helped left-behind children in poor rural areas in China.

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Charity goods are sold in limited quantities at 40% of the price of accessories from Marni's other product lines. In general, the price of charity products is about 40% of that of other product lines in the brand, if there is not much difference in production cost between the charity products and other product lines in the brand.

https://www.mayun.xin/#/home

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3. Marni Wish Market •

3.2 Introduction to the Experiential Projects of the Pop-up Shop

Introduction to the Experiential projects of the pop-up shop

• The style of the whole pop-up store is based on purity, romance, color, innocence, aspiration and charity, and takes Qingyang sachet, a Chinese intangible cultural heritage, as the carrier to let consumers find their childhood memories and aspirations.

• There are 5 experiential activities in the pop-up store, they respectively are Childhood wishes , The time tunnel , Adults’ wishes , Sachet laboratory and Wish market . (average experiential time of all projects: 30 minutes)

• The pop-up stores will be held outdoors in shopping malls in Shanghai, Guangzhou and Chengdu, each for two weeks. The tour starts on June 1 and ends at the end of July.

• Combined with online publicity: release Marni‘s WeChat game on the social platform before the event. When the event was held, publicity is mainly spread on social platforms by consumers spontaneously. After the event, the process and results of charitable donation were released to let the audience feel that they were doing charity. In addition, other types of charity sachets will be sold in limited quantity in the flagship store of Tmall Marni.

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3. Marni Wish Market •

3.2 Introduction to the Experiential Projects of the Pop-up Shop

Introduction to the Experiential projects of the pop-up shop

There were 5 experiential projects, which were ：Childhood wishes， The time tunnel，Adult’s wishes，Sachet laboratory，Wish market (average experiential time of all projects: 30 minutes).

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 1 : Childhood Wishes

Experiential Project 1 ：Childhood wishes •

Experiential Project 1 steps ：

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Step1：Click on the screen to experience the game.

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Step 2：Write down childhood wishes on the screen. Consumers can recall their childhood and go back to the past. The project fits perfectly with Marni's brand image: pure, childlike.

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Step 3：The computer system will automatically match colors on pictures with Marni characteristics according to consumers’ childhood wishes and generate a high-definition picture with both consumer characteristics and Marni characteristics, and the picture will also be printed with consumers' childhood wishes in handwriting. Increase consumer engagement.

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Step 4： Consumers need follow Marni WeChat interface to receive the card. Guiding consumers to follow the WeChat interface can facilitate the establishment of Marni's brand image and information dissemination in the future.

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Step 5：Get the printed pictures from the machine. Guide consumers to spontaneously share photos of the event to social media, increase exposure and indirectly increase familiarity for consumers who fail to attend the event.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 1 : Childhood Wishes

Card generating machine

“Childhood wishes” Floor Plan

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.2 Experiential Project 2 : The time tunnel

Experiential Project 2 : The time tunnel •

When people walk through the tunnel, they are symbolizing growing up, because the last event was about childhood wishes, and the next event after The Time Tunnel is about Adults' wishes.

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The entrance of time tunnel is relatively short and narrow, and adults even have to bend down to enter, symbolizing that people enter when they are still children; The exit of the time tunnel is relatively high and spacious, symbolizing that people have grown up. “The Time Tunnel" allows people to return to the feeling of childhood and recall the past.

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In the tunnel, Marni combines digital image and new media technology. The floor of the dark tunnel is gravity sensitive. When people step on the floor, the floor will have some lovely patterns. These patterns come from the ”Jack Ma Foundation" children's paintings of their own wishes and mood.

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The dark tunnel, with paintings on the floor of the tunnel, allows all participants to experience their childhood selves in the 'time travel' tunnel. Consumers can take photos in the tunnel and share them on social media to increase exposure.

Experiential Project 2 steps ： Step 1： Adults have to bend over to get into the narrow tunnel.

Step 2：Slowly through the tunnel, children's paintings will appear under their feet through gravity sensing technology, feel the atmosphere of childhood, can also take photos.

Step 3：Come out of the wide opening of the tunnel.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.2 Experiential Project 2 : The time tunnel

“The Time Tunnel" entrance and exit settings

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There is a large screen next to the tunnel entrance, which plays a documentary of the children drawing their wishes (15mins). Marni had already played the trailer (30s) online before the event, and The full documentary will appear in this segment. In the tunnel, using gravity sensing technology, the children's drawings appear under the consumers' feet. People can learn more about the children who need help while waiting in line.

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Meanwhile, a large screen at the exit of the tunnel shows a 15mins documentary of a craftsman sewing Qingyang sachets. Marni had already posted the trailer (30s) online before the pop-up began.

The craftsmen express their wishes in their own way as they sew the sachets. After watching the documentary, people can have a better understanding of the craftsmen of Qingyang sachets, which will also be of great help in promoting China's intangible cultural heritage.

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At the entrance of the tunnel, the documentary of children‘s wishes is shown, while at the exit, the sewing process of Qingyang sachet is shown, because at the entrance of the tunnel, it symbolizes that consumers are still in their childhood, and at the exit, it symbolizes that people have grown up.

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These two screens express the children have children's dreams, adults have adults' dreams, different consumers also have their own dreams, is the combination of dreams and dreams.

The above diagram shows the waiting area at the tunnel entrance, allowing consumers to watch the video while queuing to enter the tunnel and get to know the children better.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.3 Experiential Project 3 : Adults’ wishes

Experiential Project 3 : Adults’ wishes •

A large number of sachets hang in this event area. The pattern of these sachets has been designed by Marni together with children of Jack Ma Foundation.

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Each sachet represents a different adult‘s wish. Each sachet contains “notes" with different functions, such as wealth tips, job promotion tips, etc. The contents of the "notes" are actually people's wishes when they grow up, which is also Marni's blessing to consumers.

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Step 1: Consumers line up in turn to pick their favorite sachet. Consumers can choose their favorite sachet in the special art installation, which can increase the interaction, and consumers can take photos here, post to social network, and increase the spread.

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Step 2: Open the sachets and see what function "notes" they contain. Also, the sachet contains instructions for the next step: go to the next active area and match the sachet with your favorite spices.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.4 Qingyang sachet embroidery

Qingyang sachet embroidery •

Introduction to Qingyang sachet

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Qingyang sachet embroidery is a local traditional handicraft in Qingyang city, Gansu province. According to the pattern of paper-cut, various patterns were embroidered on the silk cloth with colored threads, and then sewing into different shapes, the inner core filled with silk cotton, spices. This kind of embroidery is called sachet, as an ancient folk object of the Dragon Boat Festival in Qingyang area, it embodies the good wishes of the local working people to dispel evil spirits, avoid disasters and pray for good luck.

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On May 20, 2006, Qingyang sachet embroidery system was approved by the state council to be included in the first batch of national intangible cultural heritage list.

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How to combine with Marni

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Marni brand style and the style of the pop-up shop are pure, color, childlike innocence, vision, and Qingyang sachet style happens to coincide. Qingyang sachet colorful, full of childlike, sustenance of people's good wishes.

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Marni's main business is accessories, accessories sales accounted for more than 40% of the total turnover, and Qingyang sachet is a very good accessories.

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Qingyang sachet embroidery has a variety of production techniques, such as three-dimensional embroidery, plane embroidery and thread dish type and so on. At the same time, there are also different styles, such as headwear sachet, breast hanging sachet and foot-stepping sachet, which are conducive to Marni's design and innovation.

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Marni will combine children’s paintings and different types of sachets to design charity goods that conform to Marni's image.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 4 :Sachet laboratory

Experiential Project 4 : Sachet laboratory (DIY the spices in the sachets) •

This activity is connected with the last activity. In the last activity, consumers choose their favorite sachets. In this activity, they need to DIY the spices in sachets.

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Step 1: consumers will receive a beaker which is used to DIY the spices in the sachets.

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Step 2: There will be many types of dried flowers for consumers to choose, each type of dried flowers in different large dropper inside, press the button in front of the dropper, dried flowers will fall down, consumers can use beakers to catch the dried flowers, and measure the amount needed. Each dried flower will have a language of flowers in front of it. Each city has a special supply of dried flowers. For example, Shanghai is michelia alba (city flower of Shanghai), Guangzhou is kapok (city flower of Guangzhou), and Chengdu is hibiscus mutabilis (city flower of Chengdu).

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Step 3: consumers can select 3 kinds of dried flowers according to his or her preference, and at the same time USES the beaker to take the dosage of each kind of dried flowers, a total of 60ml. Mix three kinds of dried flowers and put them into the sachets.

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If consumers do not know how to match dried flowers to smell good, there are also recommended dried flowers match, or you can directly buy Marni prepared ready-made sachet.

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Step 4: Make hanging tags. On the spot, the name or a sentence can be printed on the hanging tag of the sachet. It can also be regarded as a gift to others. The tag will also read in small print: “thank you for your help to the poor rural children of the Jack Ma Foundation -- Marni."

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step 5: The staff will guide consumers to the next activity for sachet sealing and packaging. In this way, consumers must pass through the next activity “Wish market”, where many charitable goods are sold to stimulate consumption.

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 4 :Sachet laboratory

Experiential Project 4 steps :

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 5 : Wish market

• Experiential Project 5 : Wish market (Charity Products Sale) •

Activity 5 steps :

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Step 1：Consumers seal the sachets in this activity: there will be Qingyang sachets craftsmen to teach consumers how to seal the sachets. Marni makes the sachets easier to handle by preprocessing them. Letting consumers seal the sachets by themselves can increase the sense of participation, which is equivalent to a workshop. Every 10 minutes, Qingyang sachet craftsmen will teach once sealing, can be a lot of people together.

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Step2：Consumers can buy charity goods in this area. These fashionable charity items are designed by the children of ”Jack Ma Foundation" and Marni together. The children express their wishes in the form of paintings. Marni extracts patterns, shapes, colors, and other elements from children' paintings.

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The price of various charity products is 40% that of similar products in other Marni product lines.

In the end, 80% of the sales revenue in the pop-up store will be donated to the ”Jack Ma Foundation".

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3.2 Introduction to the Activities of the Pop-up Shop •

3.2.1 Experiential Project 5 : Wish market

Introduction to Charity Products : •

Marni perfume and perfume cover, perfume cover is with the manual skills of Qingyang sachet sewing, inside is Marni classic perfume. Sell a limited number of 5 each day.

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Price: $66/120ml. Since the price of Marni's perfume cannot be found on the official website, the average of the price of this Marni perfume on eBay and Amazon is $110. Originally, the charity goods should be 40% of the price of the same type of non-charity goods, but since the charity goods are covered with the sewing skills of Qingyang sachet, 60% is replaced by 40%, and the price is $66.

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Hand-made shoes with Qingyang sachet technology. The embroidered shoes are limited to 2 pairs per day.

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Price: $396, Marni shoes of the same type of non-charity goods are $990, charity goods are 40% of the price of noncharity goods, so the price is $396.

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The accessories and dolls made by sachet technology, because the embroidery technology of this commodity is very high, the production time is relatively long, so each region limited to 5 sales.

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Price: $708. Marni has not produced the same type of products at present, so I refer to the price of LV rollover doll, which is $1770, so the 40% price is $708.

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Marni's wardrobe, clothes freshener. Limited to 20 a day.

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Price: $10. Marni does not have the same type of product yet, so it is reasonably priced at $10.

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3.3 Floor Plan

Floor Plan

Experiential Projects route 1.

Entrance 2.

Childhood wishes (Symbolizing people in childhood) 3.

The time tunnel (Represents the process of growing up) 4.

Adults’ wishes (Symbolizing people have grown up) 5.

Sachet laboratory 6.

Wishing market 7.

Exit (The exit of the pop-up shop is next to the entrance, so people circle to the place of the first activity when they finish all the activities, which symbolizes that when people grow up, they will want to find their childhood selves and return to their true selves.)

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3.4 Pop-up Shop Appearance

Pop-up Shop Appearance

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Because of the regional characteristics of China, the appearance color of flash stores in each city can be different. For example, the appearance of flash stores in Chengdu is mainly red. Shanghai is relatively modern, the appearance is mainly blue; The character of Guangzhou is bright, and its appearance is dominated by orange and yellow. By using different exterior color designs to add local features to the pop-up store, the event was more quickly accepted.

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The special and eye-catching scene design of the pop-up store can stimulate customers' desire to share and trigger the spread on social media. This pop-up store is not only for charity, but also to promote the image and tonality of Marni brand.

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Venue area: 60 meters in diameter, 200m^2 in area

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Expected flow per entry: 120 people (including 20 staff members)

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Average time to experience all the activities: 30 minutes

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Estimated business hours: 10a-9pm, closed on Tuesday

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Estimated daily reception: 2000 people

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3.5 Touring pop-up stores & Activities sites

Touring pop-up stores •

Shanghai

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Shanghai as the fashion capital of China, is the tipping point for this activity. Then pop-up shop travels to Guangzhou, which is also a first-tier city, to increase the publicity scope of the south China market, and finally it sinks and travels to Chengdu, a second-tier city.

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Shanghai:

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As the fashion capital of China, it has a great influence. Many consumers will participate in the event. Consumers are active in the event and have strong purchasing power. At the same time, Shanghai has a lot of experience in organizing flash stores.

Shanghai is the city that holds the most flash stores among all cities in China，In 2017, 460 pop-up stores were held in Shanghai.

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Guangzhou:

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South China is a big market, but Marni has not held offline activities in the south China market. By holding the event in Guangzhou, the central city of the south China market, it is easier to arouse the attention of consumers and arouse the attention of surrounding cities to Marni.

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Chengdu:

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According to RET (2017) "research report on pop-up stores in China 2017", by 2018, the second and third-tier cities will account for 54-72% of the market share of the whole market of pop-up stores, and the market potential of pop-up stores in second and third-tier cities is very large.

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Guangzhou

Chengdu

In 2017, the number of flash stores ranks

In addition, Marni previously held an outdoor pop-up shop in Taikoo Li, Chengdu, and the results were very good. This time, flash stores can be held in other locations in Chengdu, which can not only boost the purchasing power of Chengdu again, but also stimulate the purchasing power of surrounding cities for Marni.

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3.5 Touring pop-up stores & Activities sites

Activity sites Hold pop-up stores outdoors: • Shanghai International Finance Centre (IFC) outdoor

Marni has held flash stores in Beijing, Shanghai and Chengdu in China. Previous events in the flash stores in Beijing and Shanghai were held in shopping malls, while the flash stores in Chengdu were held outdoors. When looking up the materials, we accidentally found that the pop-up store held in the second-tier city Chengdu was the most successful, and the online information about Marni‘s activities in Chengdu was also the most. Therefore, we think it is because the outdoor activities are more eye-catching, it can attract consumers. It may be that the space in the shopping mall is not large enough, and the decoration is relatively common, which does not attract people’s attention. 3. There are too many flash stores in the mall to have any special features. Therefore, we chose to hold the pop-up shop outdoors.

Cooperation with Sun Hung Kai Properties:

Guangzhou Parc Central outdoor

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As one of the largest property developers in Asia, Sun Hung Kai Properties has developed high-end retail malls in many cities in China, which is a high-end brand in line with Marni‘s brand positioning. We found that Sun Hung Kai Properties has built high-end retail malls in Shanghai, Guangzhou and Chengdu. If the locations of the pop-up shops on this tour are all located in Sun Hung Kai Properties, the rent can be lower. Meanwhile, Sun Hung Kai Properties regards new retail as an important development direction and is willing to hold brand experience-oriented offline activities.

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We selected the following three high-end retail malls developed by sun hung kai properties as the locations for Marni's pop-up shops:

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Shanghai: Shanghai International Finance Centre (IFC) outdoor

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Guangzhou: Guangzhou Parc Central outdoor

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Chengdu: Chengdu International Commerce Centre (ICC) outdoor

these three malls are very famous in the local mall, very popular with consumers, can provide a large number of people for the pop-up stores.

Chengdu International Commerce Centre (ICC) outdoor

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3.6 Time and Duration of the Pop-up Shop

Time and Duration of the Pop-up Shop

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Tour time: June 1 - July 26.

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June 1 - June 14 (2 weeks) : Shanghai

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(take one week to disassemble and transport to the next city)

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June 21 - July 5 (2 weeks) : Guangzhou

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(take one week to disassemble and transport to the next city)

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July 12 - July 26 (2 weeks) : Chengdu

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Qingyang sachet is an ancient folk item of the Dragon Boat Festival in Qingyang region of Gansu province, which embodies the good wishes of the local working people to dispel evil spirits, avoid disasters and pray for good luck. In 2020, Dragon Boat Festival is on June 25th, so we held Marni Wishing Market in June.

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In addition, China is expected to eliminate covid-19 in June, and after serval months of "home isolation," large Numbers of consumers will come out of their homes and embrace consumerism, spurring a desire to buy and a willingness to spend.

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At the same time, June 1st is children's day, and Marni's style and the theme of this pop-up store have a good combination with children, so consumers can take their children to the popup store to participate in activities.

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3.7 Online Marketing Strategies

Online Marketing Strategies •

Warm-up before the activity starts:

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05/01/2020 : social media warming up. Release the documentary trailer of production process of charity sachets products on Marni’s WeChat official interface, Little Red Book and Weibo for 30 seconds. Only the most attractive and important parts will be shown. The important part is the charity part, to spread Marni's emphasis on charity.

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05/16/2020 : Marni WeChat mini-program games: Marni will design three WeChat miniprogram games. Half a month before the start of the pop-up store activity, Marni will release the game in Marni WeChat interface.

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There will be a ranking of scores in the game. The top 10 consumers in the country will be invited to the opening ceremony of the pop-up store and become the first consumers to experience the pop-up store.

Meanwhile, Marni will prepare charity goods sold in the pop-up store for the 10 consumers.

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In the form of games to stimulate people's competitive psychology and interest in Marni. At the same time, the products appeared in the game are limited edition products sold in the pop-up shops, so that people are familiar with the charity goods in advance, to increase exposure.

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05/20/2020：Consumers need to follow Marni WeChat interface, fill in personal information and make an appointment for the time of participating in the pop-up store to get tickets for the pop-up store. Otherwise, consumers may need to queue for a long time.

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The appointment system can effectively shorten the waiting time of consumers and improve the activity experience. Meanwhile, by following Marni interface and filling in personal information, Marni can effectively carry out future publicity and understand consumers' preferences.

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3.7 Online Marketing Strategies

Online Marketing Strategies

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During the activity:

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Social media: guide consumers to spontaneously share pictures of activities and Marni culture on social media, and cooperate with KOL to let them share pop-up shop information and photos on social media.

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Follow-up publicity:

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08/26/2020: promotion of Tmall Marni flagship store: Tmall Marni flagship store has other styles of sachets for limited sale after the pop-up store activity. After the completion of the offline event, the limited number of charitable goods sold online can arouse the attention of consumers and engage consumers who have not been able to participate in the offline event.

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At the same time, 80% of the sales revenue of limited commodities will be donated to “Jack Ma Foundation" to spread Marni's emphasis on charity and improve the brand image.

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07/26/2020-TBD：Charity process and results report on Marni WeChat interface: let consumers know that buying charity products is doing charity indirectly. The reports include how the money is donated, how the results are followed up, the progress of the project, the publication of photos of the current situation of the poor areas, so that consumers can see the situation on the spot and increase Marni's trust. At the same time, Marni will issue a charity certificate on the WeChat interface to the consumers who participate in the charity this time.

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3.7 Online Marketing Strategies

Timeline of Online Marketing Strategies

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3.7 How to reflect the role of CSR in this pop-up shop and how to improve Marni’s brand image

How to reflect the role of CSR in this pop-up shop and how to improve Marni's brand image Marni wish market is a charity pop-up shop. Garcia et al. [26] studied the impact of CSR marketing on brand attitudes, and found that CSR marketing is a very effective tool for building brand differentiation and obtaining emotional positioning in the minds of consumers. D u et al. [27] found that when a brand positioned itself as a "CSR" brand (instead of just engaging in CSR activities), consumers' attention to it would significantly increase, and research suggested that CSR activities related to the product itself would increase consumers' attention level. Callarisa et al. [28] believe that the charitable activity of enterprises, namely CSR performance, will make consumers trust the brand more.

According to the theoretical framework of brand image in the paper: “familiarity”, “satisfaction”, “trust”, “loyalty” and “perceived quality”, to analyzes how Marni can improve brand image from this pop-up store.

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Familiarity:

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Consumers have more direct and indirect contact and experience with the brand through participating in Marni wish bazaar. Direct experience is that consumers attend Marni's pop-up stores and have a deeper understanding of Marni's brand style and tonality. Indirect experience is that after a large number of consumers share their direct experience in the flash store on social media, consumers who cannot directly participate in the charity activities of the brand can indirectly contact with the brand through social network, thus effectively increasing the degree of familiarity.

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Satisfaction:

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The more people covered by the theme of charity activities, the more consumers will improve their “satisfaction” with the brand. This pop-up shop helps the cultural industry and disadvantaged children: to help the Chinese intangible cultural heritage technology -- Qingyang sachet handicraft get better inheritance, promote the sachet production technology. Meanwhile, 80 percent of the sales proceeds will be used to help children in poor rural areas with the “Jack Ma Foundation.”

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In addition, the price of charity goods in the pop-up shop is 40% of the jewelry of other Marni product lines. The charity goods sold in the charity activity are priced reasonably lower than other products of the brand, which can improve customer satisfaction.

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3.7 How to reflect the role of CSR in this pop-up shop and how to improve Marni’s brand image

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Trust:

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The motive for the charity pop-up shop was clear and genuine: to promote Qingyang sachet making handicrafts and children in poor rural areas of China.

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At the same time, the matching between CSR activity and brand positioning is a factor that must be considered when designing CSR behavior. The style and tone of this pop-up store are highly matched with Marni's, which are based on pure, romantic, color and childlike innocence. The charity elements added are also what Marni's brand has been emphasizing.

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Loyalty:

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Deng (2005) pointed out that customer loyalty comes after customer satisfaction and trust, and is a combination of satisfaction and trust. The improvement of "satisfaction" and "trust" is equivalent to the indirect improvement of "loyalty", which leads to customers' trust in the brand and their repeated purchase and use of the brand products in the future.

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If this activity can improve the consumer group's brand recognition, high praise and trust, it can indirectly improve loyalty.

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Perceived quality:

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Marni's sachet charity products will be sold in limited quantity to maintain the scarcity of charity products, and consumers' perception of the quality of Marni products will be improved. The scarcer the product, the higher consumers' "perceived quality" of the product (Tian et al., 2016).

Therefore, according to the analysis of "familiarity", "satisfaction", "trust", "loyalty" and "perceived quality", "Marni Wish Market" can effectively improve Marni's brand image.

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3.8 Reference list

Reference list :

https://www.cbndata.com/report/1332/detail?isReading=report&page=3&readway=stand (CBNData, 2018) https://www.dnb.com/business-directory/company-profiles.marni_group_srl.b3f6de6cafbcdb86a8be13fa2c0cac74.html#financials-anchor (Marni, 2018) http://www.mioreport.com/xiebao/shehua/28166.html (Mosko, 2018 https://www.1xuezhe.exuezhe.com/Qk/art/578283?dbcode=1&flag=2 (Tian, 2014) https://www.forbes.com/sites/jennawang/2018/09/29/the-rise-of-the-pop-up-economy/#350625ee2a18 (Wang, 2018) http://www.xinhuanet.com/fashion/2017-03/25/c_1120677369.htm (Xinhua.net, 2017) http://blogs.brighton.ac.uk/iyy11/2018/05/22/target-market/ (Yague, 2018)

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