Topkids Concept and Promotion

Page 1

Concept and Promotion


CONTENTS


The Brand The Store The Website The Promotion The Public Relations



Topkids is the sister store to Topshop and Topman. It provides fashionable clothing to children aged 0-14 years. Each range is targeted at the children of that age range making sure it is age appropriate yet still desirable and fun. Like Topshop and Topman, Topkids is at the forefront of childrens highstreet fashion, as it offers designer like clothing at highstreet prices. The brand is fashionable and fun whilst remaining serious and respected. The brand colour is yellow due to its vibrancy and it is vital to the Topkids personality. Topkids customer is one that can afford or is willing to spend a little bit more money on clothing and wants to look stylish, feel on top of the world and just be the trend settter.



THE STORE


Topkids will open its flagship store on the lower ground level, sharing the building with Topshop located at 70 Brompton Road, Knightsbridge. Joining the two brands in one retail space will help encourage foottfall to the Topkids store and generate a higher calibre of customer due to the sale of designer ranges in Topshop Knightsbridge.


There are three window spaces, along the side of the store on Brompton road. The concept for the visual merchandising displays in these windows is inspired by the childrens toy Spirograph. Spirograph uses lines to create patterns and shapes. The window displays have used this idea, and using rope it creates lines going across the windows infront and behind the mannequins. This creates a visually pleaseing and colourful display.


As you walk into the store the customer is greeted with a sign informing them of where to go for Topkids. The customer is then taken down a spiral staircase to the lower ground floor where they can find Topkids.


To the left of the stpiral staircase there is an area for a visual merchanding display. Ahead of the customer is the Topkids store.


Throughout the store the rails are single bars of metal that come from the wall, the floor and the roof.


Free standing boxes have also been used. designed to be placed on an angle, this is the lines of a spirograph. Graphics are also to promote the clothing, awhilst also offering

These boxes are again inspired by used on the walls styling sugestions.


There is a shoe section . The shoes are placed on shelves and a free standing table cabinet . A large bench is also provided for customers to try the shoes on. Again, graphics are used.


Behind the bench is a large screen. The screen plays promotional videos that feature Topkids clothing. This is to further promote the clothing and brand within the store.


As Topkids is at the forefront of children’s fashion it tries to keep up to date with technology advances too. The store uses interactive screens to engage with the customer, allowing children to be entertained whilst in store and further promoting the Topkids brand and clothing. The screens allow children to learn about the product range Topkids has and they can play with the clothing, as they can make an avatar figure of themselves and place clothing on it.


There are two sections within the fitting rooms, one for girls and one for boys. The fittingrooms also feature tecnology. Each fittingroom has a Tweet Mirror outside the fittingroom booths. The Tweet Mirror alows the child to take a picture of themselves wearing the clothing they are trying on. They can then upload the image to a social networking platform or email it..



The tills area is a large are that features large graphics.


2 3

8 5

4

12 6 7


1

9

12

10 11

The Floor Plan 1: Interactive Screens 2: Rails and Shelves 3: Video Screen 4: Shoes Along Wall 5: Seating 6: Shoe Table 7: Rails 8: Free Standing Shelves 9: Tills 10: Fittingrooms 11: Tweet Mirror 12: Visual Merchandising



THE WEBSITE


Topkids will not only have the flagship store in Knightsbridge but it will also operate an ecommerce website. The site will need to appeal to children and adults. The site is easy to navigate with a menu bar on the left hand side of every page. With the domain name of www.topkids.com it is simple to remember and easy to find. Topkids online will ship to all UK destinations.

The Topkids homepage has a drop down menu on the left hand side and quick links on the righ hand side.


The menu is easy to navigate and the site displays the product in categories with large images of the products.

When a product is selected, a new page opens up displaying the item with options to look at different view points including an image of a person wearing the product. Suggestions to similar products is also displayed on the page.


The site has a promotional video

The lookbook can be viewed online, offering styling suggestions and making the products very desireable.


As Topkids is a childrens clothing brand children are encouraged to purchase online using a Top-up card that can purchased from any Topkids, Topshop or Topman store or alternativly make a Wish List and let their parents pay.

Children can also go on the site and using an avatar figure which they can base on their own looks, they can try the clothing on to see what it will look like with other selected products.



THE PROMOTION



Whilst in any Topkids, Topshop or Topman store customers can get promotional postcards. These postcards have images form the lookbook on the one side and details of where to find the collections of the other. This is ideal to help promote the website to areas of the country that don’t have a Topkids store.



The Topkids tags attached to the clothing have the logo clearly visible on the front with the barcode , size and price on the revese side. Another tag is attached wihitch says ‘1 in 6 children aged 5-14 years in the world is engaged in child labour. This product has been ethically produced.‘

Short promotional videos will be played on video screens in stations and shopping centres throughout London.



As Topkids will primarily launch in London, it is vital that around the city everybody knows that Topkids is launching. To help achieve this posters will be displayed in the major tube stations including, Kings Cross, Picadilly Circus and Knightsbridge.


To help further promote the brand online and in Knightsbridge adverts will run in national magazines. These will include Vouge, Elle, Harper’s Bazaar plus some of the weeklys including Grazia and Look.


Tokids will launch an app, available ont an Ipad, Iphone or Android phone. The app will be a free to download application that allows the user to browse the Topkids collection, purchase from the collection, try the clothing on using an avatar simulation of themslef and view the lookbook.


Social networking is becoming a large part of any comapnies promotiona nd for Topkids this will be vital to engage with the customer. As virtually all children now use some form of social networking Topkids will have a Facebook page and a Twitter page. Using these sites will allow people to follow the brand,. They in turn will be informed of the latest Topkids news, promotions and competitions. They can also see pictures of new Topkids collections and they can upload their images of their Topkids clothing. The wall and the tweeting features will alolow them to communicate directly to Topkids.




THE PUBLIC RELATIONS




The night before the launch of Topkids to the public, Sir Phillip Green will host a press event. This event will be held at the Topkids store in Knightsbridge. The invites for the event feature zoomed in, small version images of the promotional images as if giving them a sneek peek at the collection. The guestlist will include magazine and newspaper editors, journalists, bloggers, stylists, fashions influential people and celebrities. Desired celebrities include the Beckhams, Katie holmes and Suri cruise, Williow and Jayden Smith, Miley Cyrus and other Disney stars, to name a few. The event will be a social occasion and allow people to preview the collection and store. In keeping with the brand colour, guests will arrive on a yellow carpet where photographers will get their press shots. At the end of the eveing, guest will leave the event with a goody bag and press release. The goody bag will have a few products including a Topkids gift voucher and a T-Shirt from the collection.


ARCADIA
LAUNCH
THEIR
FIRST
CHILDRENSWEAR
BRAND:
TOPKIDS
 
 The
 young
 fans
 of
 Topshop
 and
 Topman
 need
 wait
 no
 longer,
 as
 the
 arrival
 of
 Topkids
is
now
just
months
away.
Launching
in
April
2012
In
Knightsbridge
and
 online,
 Topkids
 will
 see
 the
 development
 in
 designer
 meets
 highstreet
 fashion
 for
the
younger
market.

 
 Whilst
 many
 wish
 they
 could
 grow
 up
 faster
 to
 fit
 into
 Topshop
 and
 Topman’s
 clothing;
 Topkids
 will
 produce
 ranges
 in
 Baby,
 2‐5
 years,
 5‐7
 years,
 7‐10
 years
 and
 10‐14
 years,
 allowing
 boys
 and
 girls
 of
 all
 ages
 access
 to
 the
 most
 fashionable
designs
to
hit
the
UK
streets.

 
 Topkids
will
hold
a
press
evening
to
preview
the
store
and
the
collections
on
the
 16th
April
2012
followed
by
the
launch
of
the
store
the
following
day
(17th
April
 2012).

 
 ‘I’m
so
excited
to
launch
Topkids
in
the
UK.
It
is
the
first
children’s
brand
I
have
 launched,
 and
 I
 think
 it
 will
 fill
 a
 gap
 for
 designer,
 fashionable
 clothing
 for
 children.
 I
 think
 in
 recent
 years
 we
 have
 seen
 a
 change
 in
 children’s
 attitudes
 where
 they
 want
 to
 dress
 up
 to
 look
 good
 but
 the
 highstreet
 has
 lacked
 in
 fashionable
 designs.
 That
 is
 where
 Topkids
 steps
 in
 giving
 them
 a
 unique
 and
 style
 conscious
 edge.
 What
 I
 really
 like
 about
 Topkids
 is
 the
 clothing
 is
 so
 appealing
yet
it
is
always
remains
age
appropriate.’

Sir
Phillip
Green,

 
 Topkids
is
the
new
fashion
destination
on
the
UK
highstreet.
It
is
a
fashionable
 alternative
for
kids
who
can
at
the
minute
can
only
wish
they
too,
could
shop
in
 Topshop
 or
 Topman.
 The
 clothing
 is
 trendy,
 and
 cool
 giving
 children
 a
 unique
 edge
to
their
personal
style.
 
 With
products
ranging
in
price,
Topkids
is
still
an
affordable
alternative,
giving
 the
appearance
of
designer
clothing,
while
no
item
costs
more
than
£80.

 
 At
11am
on
Tuesday
17th
April,
Sir
Phillip
Green
will
open
the
doors
of
Topkids
 for
the
first
time
along
with
his
guest
for
the
day;
Willow
Smith.
 Throughout
the
day
the
guests
will
be
invited
to
shop
the
new
collections
and
at
 1pm
Willow
will
perform.

 
 ‘Topkids
will
appeal
to
children
who
like
to
take
an
interest
in
the
clothing
they
 wear,
it
is
for
children
who
want
that
extra
individual
edge
in
their
style
and
isn’t
 afraid
to
stand
out
from
the
crowd.’
Stephanie
Fray
–
Brand
Director.
 
 Topkids
 is
 a
 fashion
 frenzy
 that
 focuses
 on
 seasonal
 trends
 like
 no
 other
 children’s
 store
 does.
 Its
 opening
 will
 mark
 the
 beginning
 of
 children
 having
 access
to
the
trends
and
clothing
they
crave
so
badly.
 END



The Topkids S/S 12 Lookbook Images


To further promote the brrand the PR team will encourage celebrity children to wear the Topkids clothing. Topkids will send samples to the parents or stylists of children such as Romeo Beckham, Willio Smith and Suri Cruise. Should they wear the clothing out in public journalists and bloggers will no doubt write stories, naming Topkids as the childs choice of brand to wear.



David Labuschagne


Turn static files into dynamic content formats.

Create a flipbook
Issuu converts static files into: digital portfolios, online yearbooks, online catalogs, digital photo albums and more. Sign up and create your flipbook.