x POP-UP SHOP Tour
1
TABLE OF CONTENTS Brand & Customer Intro into the tour Marketing The Tour The Final Stop
2
The DimePiece brand is brash, fearless, and trendsetting. The label was created in 2007 by young fashion grads Ashley Jones and Laura Fama as a way to provide feisty streetwear clothing for women in an otherwise male dominated market. The DimePiece aesthetic is bold, confident, and stylish. Wearers of the brand exude all of those characteristics and are leaders of the pack - the trend starters. Stylish celebrities like Rihanna, Cassie, M.I.A. , Chloe Sevigny, and “it” model of the moment Cara Delevingne can be seen sporting pieces from their collections. The brand’s merchandise includes t-shirts with pop art-themed prints and cheeky feminist phrases like, “Ain’t no Wifey” and “Love Don’t Pay the Bills”.
Mission To carve a niche in the fashion universe and create garments that express and embody female empowerment Vision Mixing fashion and social commentary, DimePiece will be the leader in streetwear clothing for women all over the world Values To relay a positive representation of today’s young female to our consumers and the public
W A H Nails WAH founder
Sharmaden Reid is a brand consultant, stylist, entrepreneur, mentor. She graduated from Central St Martins 2007 with a degree in Fashion Communication & Promotion. Her unique WAH brand, inspired by hip-hop style and street feminism, stands for ‘We Ain’t Hoes.’ “What WAH is all about is sharing our passion, our style, and our techniques - all because everyone deserves hot nails,” Reid said. Since opening her alternative Dalston nails salon in April 2009, Reid has spread nail art from a street style to a mainstream trend - in 2010, she launched a WAH branch in Topshop Oxford Circus.
3
Aria (The Brat) Moore Age: 24 Location: Harlem, New York Status: Middle Class Reads: Complex, V magazine, and I-D Activities: Dancing, Reading up on fashion, Upcycling thrift wear Vals: Primary Experirencer, Secondary Innovator Career: Backup Dancer/Stylist Listens to: 90s hip hop, A$AP Rocky, Rihanna, Azealia Banks
Angela (Angel) Lacombe Age: 21 Location: Los Angeles, CA Status: Middle Class Reads: Paper, Nylon, and Fader Activities: Attending concerts, raving, tumblring Vals: Primary type Experiencer, Secondary Innovator Career: Young Artist Listens to: M.I.A, Iggy Azalea, Chill wave, Brooke Candy, Steve Aoki, Grimes
CONSUMER DimePiece has two customers that their brand targets. Most fall into one or the other however there is a large amount of overlap in their lifestyles and many DimePiece wearers sit right in the middle of the two The first customer is more gritty and urban and has more of an “East Coast feel” while the other is more experimental and free spirited and has more of that “West Coast” feel.
4
THE TOUR The tour will begin in LA, the city where it all began and culminate in Brooklyn, NY right under the iconic Brooklyn Bridge. It’s theme is ‘Trashy with class’ and will be displayed through the overall ambiance, food choices, etc.
In 5 cities, five awesome parties will be thrown. The first four in LA, Austin, Atlanta, and DC will be much smaller than the fifth and final stop. Each of the parties however will have the following details in common. Open Bar: Because the party is 18 and up, there will be wristbands matching the cities color for the 21 and up crowd. We will also have delicious virgin options to satisfy our younger customer. Donations: At the bar the tip jar will be replaced with a donation box and display for the Big Sister Mentor program. Each donation will be rewarded with the well known ‘Treat your girl right’ sticker. WAH Nails: Wah Nails will have their booths set up and guest can give us their name and number and we will text their turn so they can enjoy the party and not worry about standing in line. DJ Solange Knowles: We want Beyonce’s sister their to spin our tracks and keep the party going.
5
MARKETING Platforms: Tumblr, Instagram, Twitter Goal 1: To create hype which will in turn create buzz. We’ll have a short promo video with a flyer containing limited details to build hype for the event – posted on blogs and our social media platforms. Closer to the date of the tour we’ll post more details of the pop-up shop and place promotional media in the boutiques across the country that carry DimePiece. We want to avoid placing the information in places that will attract the masses like on billboards and facebook because that would be too “mainstream”. We want to keep the feeling mass exclusivity.
Goal 2: Make creators, Laura and Ashley, the face of the brand. To execute this we will increase transparency. The weeks leading up to the event we will have videos of Laura and Ashley hanging out, shopping for items for the tour, phone calls with the VIP guests, getting together with Sharmadean to plan things out, etc. We want everyone to see how empowered and fun-loving they are all while running a successful business. During the tour they will be constantly posting pictures of the parties, the surrounding areas, etc. onto their social media sites so that even if you weren’t there you can feel like you were and really experience DimePiece through them.
6
LOS ANGELES, CA The Los Angeles party will be the start of the tour. This is the birthplace of DimePiece and the location of it’s headquarters. Because of this there will be less emphasis on brand awareness and more of a focus on celebrating established fans and the spirit of DimePiece.
AUSTIN, TX
Next is Austin. The main reason we chose Austin is because of SXSW. The festival will be taking place around the time of our tour which guarantees an outpour of new customers to introduce to our brand. Also this year there will be K-Pop’s night out and the demographic that listens to that genre fits perfectly into our Dimepiece customer base.
WASHINGTON, DC
Political hot spot Washington DC is our fourth tour stop on the way to New York. The party will be held at the city’s historic Dupont Circle housed in the “Old City” of DC. The newly trendy area is full of restaurants, bars, urban boutiques. The majestic park is also a popular meetup location for DC natives; It is the perfect city locale to hold this DimePiece event.
7
CITY BREAKDOWN ATLANTA, GA
Then it’s off to Atlanta. Atlanta boasts a great neighborhood known as Little Five Points or, L5P as the locals call it. One of our competitors, American Apparel is located in this neighborhood as well as the boutique Wish, that carries DimePiece merchandise. This stop will be a great opportunitiy to increase awareness of the brand and celebrate past customers.
BROOKLY, NY
Brookly, NYC is our last stop and we’re pulling out all the stops. Amazing artists, naughty nails, trashy treats, and an all around good time will be had all under the sumptuous Brooklyn bridge. Our hope is for people to be talking of this event long after it ends.
Los Angeles, CA Each city will be assigned a color and a special decal will be produced for each city. This will increase the feeling of exclusivity.
Austin, TX
8
THE VENUE:
TOBACCO WAREHOUSE, DUMBO, BROOKLYN
Approx. 25000 square feet Constructed in the 1870s as a tobacco customs inspection center, and saved from demolition in 1998, the roofless rooms of the Tobacco Warehouse provides one of the most compelling public spaces in Brooklyn Bridge Park.
9
THE SPACE
We Want to bring some of the class from the inside of the bus to the outside. Jimmie Martin’s graffiti furniture does a great job in helping us accomplish just that while still maintaining the gritty street attitude. Hung on the walls will be framed merchandise juxtaposed by dimepiece’s ad campaigns and commissioned art pieces.
CIRCLE BAR LED furniture will light up our night and eliminate the need for lights.
WAH nails booth
WAH nails will have glow in the dark nail options and your nails can act as your very own glowstick.
10
THE GUESTS
Rapper Azealia Banks
Rapper A$AP Rocky
Model Cara Delevingne
11
Indie singer Grimes
Rapper Brooke Candy
SERVERS
Even the server aesthetic will blend seamlessly into the Dimepiece vision.
12
DRINKS & HORS D’OEUVRES
13
In order to incorporate the ‘Trashy with Class’ theme, we wanted all the food to represent a classy take on traditionally trashy foods.
GOODY BAG Iconic T-shirt
Bubble gum Cigarettes
Nail Art Pen
Killer lipstick Chain X-Ray Bag
14