Uniqlo Pop-up Store Retailing Plan by Elsa M Kao

Pop-Up Shop Toronto Canada Elsa Kao Christine Hartzog

Table of Contents Executive Summary Company Summary Communications and Promotion Activity Market Analysis of Canada Target Consumer Store Location, Design, Product Design of Space Product Assortment Communications and Promotional Plan Financial Plan Appendix Source

Executive Summary Uniqlo is a Japanese company with rapid expansion into international markets. While Uniqlo has expanded into the United States and plans to open twenty to thirty stores a year, they have not yet expanded into Canada. Canada is a location where innovative products such as HEATTECH, or the Ultra Light Down jackets would be beneficial and an interest to consumers. In order to ensure that Canada would be a logical expansion, a pop up shop in the ideal location is the first step. Located on Queen and Soho St. in a parking lot located near our own competitors where our target demographic is located. Exploration into the financial aspects into relocating and launching the pop-up shop keeping in mind the clean and colorful environment of Uniqlo. This is an exploration into how to expand and focus on our key and successful products, and how to reach the Canadian market through advertisements, launches, and social media.

Company Summary of Uniqlo

The Timeline of Uniqlo

2000 Relocation of merchandising and marketing office to Tokyo

1984 Uniqlo Opened first store in Online sales Hiroshima, business Japan launched

1998 First Urban Uniqlo opened in Harajuku district of Tokyo

2001 First Uniqlo international store opened in Lodo

2002 First store opened in China Development of the design studio

2005 First store opened in Hong Kong First store opened in New Jersey

2004 Uniqlo Design Studio New York opened Joint venture to expand into South Korea established HEATTECH launched in fall/winter

2006 New Jersey store closed First global flagship store opened in Soho, NewYork City

2007 Uniqlo expanded into France

2009 First store in Singapore opened

2010 Expansion into Russia, Taiwan, and Malaysia

2012 Uniqlo opened in Philippines and US West Coast

2011 Uniqlo Thailand opened

2013 Opened first store in Indonesia First two Grameen stores in Bangladesh opened

Who is Uniqlo? Uniqlo makes clothes for all categories and social groups, they are made for all; age, gender, occupation, ethnicity, and all ways to define people. Fast Retailing operates as an SPA, a Specialty-store retailer of Private-label apparel, controlling the entire making process from the design to the manufacturing and the retail. Uniqlo is a subsidiary of the company Fast Retailing Co. LTD, which is a public company, located in Japan. Fast Retailing Co. is traded on the Tokyo Stock Exchange. While many of their locations in countries around the world are a 100% consolidated subsidiary, there are locations such as; Korea, Singapore, Malaysia, Thailand, Philippines, and Indonesia were created as partnerships with apparel companies in those locations. Fast Retailing Co. also owns brands such as, GU, Theory, Comptoir de Cotonniers, Princesse tam.tam, and J Brand.

Source: Fast Retailing Annual Report

Revenue The revenue of Uniqlo Japan in 2013 was 686.3 billion yen or $6.05 billion, which was a growth of 10.02% from 2012, their 2013 sales accounted for 59.8% of Fast Retailing Ways LTD., net sales. Uniqlo International in 2013 had a net sales of 251.1 billion yen or $2.22 billions, a growth of 64% from the previous year and Uniqlo International accounted for 22.0% of Fast Retailing CO LTD. net sales. Total Fast Retailing way had a net sales of 1,143,003 million yen or $10124.53 million.

Uniqlo Japan

Uniqlo International

Uniqlo Mission Statement “To continuously provide fashionable, high quality, basic casual wear at the lowest prices in the market – casual wear that anybody can wear whenever and wherever.”

Source: Fast Retailing Annual Report

Fast Retailing Mission Statement “To create truly great clothing with new and unique value, and to enable people all over the world to experience the joy, happiness and satisfaction of wearing such great clothes.” “To enrich people’s lives through our unique corporate activities, and to seek to grow and develop our company in unity with society.”

Source: Fast Retailing Annual Report

Fast Retailing Corportate Mission Statement “Changing clothes. Changing conventional wisdom. Change the world.”

Uniqlo SWOT Analysis Strengths Seek the world’s best materials Develop new functional materials Basics easy to accept by customer Owned by a large group Offer reasonably priced garments made with quality materials Advertising features celebrities Offer products such as HEATTECH and AIRism

Weaknesses Controlling discounts and production volumes Low brand visibility Import tax and currency conversion causing higher cost Not a strong brand loyalty

Opportunities Growth in global markets Nurture store managers and developing management teams in each region Achieving high efficiency through “scrap and build” of stores Boost brand visibility

Threats Higher factory labor cost and higher raw materials cost Possibility of import taxes and regulations in other countries Increase competition domestic and globally

Uniqlo SWOT Analysis A SWOT analysis is a situational analysis used to determine the internal strengths and weaknesses of a company or business, along with the external opportunities and threats. Uniqlo has many strengths to offer such as, their new functional materials such as HEATTECCH and AIRISM. Uniqlo is also owned by Fast Retailing, a large group. They offer reasonably priced garments made with quality materials. At Uniqlo they use advertising that features celebrities, seek the world’s best material, and their basics are easily accepted by customers. While Uniqlo has strengths, they are also going to have some weaknesses. Some of these are, controlling discounts and production volumes, a low brand visibility and low brand loyalty. One of Uniqlo’s final weaknesses is the- import taxes and currency conversions cause a higher cost. There are opportunities within the market for Uniqlo which are, growth in global markets, nurturing store managers and developing management teams in each region, boosting brand visibility, and achieving high efficiency through their “scrap and build” of stores. There are opportunities within the market along with threats. Some of Uniqlos threats are higher factory cost and higher raw materials cost, the possibility of import taxes and regulations in other countries, along with an increase in competition domestically and globally. Looking at the opportunity of expansion into global markets, opening a pop up shop in Canada where Uniqlo is not present is an opportunity for Uniqlo. In Canada Uniqlo can build on their strengths with their HEATTECH materials and the celebrity advertisements.

Uniqlo Brand Identity Matrix Brand As A Product

Brand As A Product

Humble Easy Going Clean Simplistic Colorful Diverse Active

Mens, Womens, Childrens

Brand As A Symbol

Brand As A Organization

Large Flagship Stores Uniqlo Logo “Made for all” slogan

Japanese Owned by Fast Retailing a public company International Diverse

Outerwear Tops Bottoms Innerwear Loungewear HEATTECH AIRism

Uniqlo Brand Identity Matrix A brand Identity matrix looks at the brand to determine how the brand is viewed as a person, as a product, a symbol, and as an organization. If Uniqlo were viewed as a person it would be humble, easy going, clean, simplistic, colorful, diverse, and active. As a product Uniqlo is men’s, women’s, and children’s outerwear, tops, bottoms, innerwear and loungewear. As a product Uniqlo also includes their HEATTECH products along with AIRism. Uniqlo’s distinct symbols that they can be recognized by I their logo with the saying “Made for all” along with the large flagship stores being built in various cities. When determining what Uniqlo is as an organization, they are a Japanese company also owned by large Japanese brand, Fast Retailing. Fast Retailing is an international company with expansions in various countries. Fast Retailing is also diverse, owning multiple companies in every section of the market.

Uniqlo Current Positioning in the Market Price Accessibility Matrix

Uniqlo Current Positioning in the Market The proposed pop up shop is set in Toronto, Canada so the competitors looked at were those available in Canada. After determining who the competitors were, the distribution and average prices were then figured. Using these numbers the brands were then placed in a matrix to determine where they were in relationship to each other, and in relationship to Uniqlo. Uniqlo’s direct competitors in their price range are H&M, American Eagle Outfitters, Joe Fresh, and American Apparel. Knowing who Uniqlos competitors are and the accessibility of these brands in Canada gives a valuable reasoning for Uniqlo to be placed in Canada. (Information collected by LXFM501 Group/ See Apendix Item 1)

Current Distribution Currently Uniqlo is available in 16 countries across the world including; Japan, China, Hong Kong, Taiwan, Korea, Singapore, Malaysia, Thailand, Philippines, Indonesia, USA, UK, France, Germany, Russia, and Australia. Each country offers online distribution creating 16 channels, along with 1,480 combined brick and mortar locations as of September 2014.Uniqlo does not wholesale their products, although they have formed joint ventures and franchises. Japan is the only country where Uniqlo operates franchises, where they have a total of 26 stores as a franchise. In several countries Uniqlo formed joint ventures with companies for Uniqlo’s stores. In South Korea they are partnered with Lote Shipping Co. Ltd., in Singapore with Wing Tai Retail PTE. Ltd., in Malaysia with DNP clothing Sdn Bhd, in Thailand and Indonesia with Mitsubishi Corporation, and in the Philippines with SM Retail.

1,480

Communication and Promotional Activities

Annual Spending Figures Annually Fast Retailing Co LTD., in 2013 spent a total of 52,519 millions of yen or $533,948 on advertising and promotion. This was up 20.2% to their 43,694 millions of yen in 2012.

Advertising: Print Currently in Japan Uniqlo places advertisements in local Friday newspapers. Each season Uniqlo conducts promotional campaigns for core products, where these are alsso printed and descriptions and explinations of their core products are placed here. Uniqlo has recently announced a partnership with Pharrell Williams for their advertising campaigns. Uniqlo also relies on displays such as pop-up shops to generate buzz. Uniqlo has also created previous licenses with Mattel’s Barbie and Monster High, Moomin, King Features Popeye and Olive Oyl, Twentieth Century Fox’s The Simpsons, Perfettii Van Melle’s lollipop brand Chupa Chups, and Fender. Uniqlo also works with MOMA for their SPRZNY collection, and for fall winter 2014 they have a collaboration with Ines De La Fressange for a collection and Disney. They also often work with celebrities to be featured as the face of their campaigns. (Fast Retailing) (Uniqlo)

Advertising: Video Their most successful advertisements around the world are their descriptive videos about their products. These videos are not only aired as television, ads on their youtube channel, but they are also places on television monitors in their stores. Each season Uniqlo conducts promotional campaigns for core products. These television ads are places in locations where they can reach the largest market nearest to their stores. (Uniqlo)

Advertising: Digital On Uniqlo’s website you can locate apps that they have created for personal download. These apps are fun engaging ways to stay interactive in the uniqlo lifestyle. Each country that Uniqlo is present in also has their own website in order to directly reach those consumers.

Advertising: Social Media Online Uniqlo in the U.K., launched “The Lucky Counter”, a twitter promotion that reduced prices on items every time someone tweeted about it. (Fast Retailing) Currently Uniqlo also has brand ambassadors including, Adam Scott, Novak Djokovic, Kei Nishikori, Shingo Kunieda. They also are active on their social media where they post promotions daily along with styled looks. They are present on YouTube, Instagram, Facebook, Twitter, and Google+.

Advertising: Direct & Events Uniqlo sends direct advertising in the weekly Friday newspapers in Japan advertising the promotional items for the weekend. Uniqlo has emails sent out to the customers who have signed up to be on the mailing list informing them of the current promotions and events. They will also host new store opening events for the launch of each new store. For the launch of their childrens range they heldd a family event at threee of their locations. (Uniqlo)

Market Analysis Canada

Pestel Analysis Canada A PESTEL is an analysis is a framework or tool used by marketers to analyse and monitor the macro-environmental (external marketing environment) factors that have an impact on an organization. Looking at Political, Economical, Social, Technology, Environmental, and Legal.

PESTEL- Political - Canada is a free trade area (FTA) for many countries, especially with its southern neighbors, the U.S. and Mexico (Country Profile Series – Canada In-depth PESTEL insights). - Canada is part of the North America Free Trade Agreement (NAFTA) that creates a free trade environment for Canada with its huge economic output of more than US$16 trillion (Invest in Canada). - 2011, it complement the “US-Canada Regulatory Cooperation Council,” which reduced “red tape” to make it easier for business between two countries (Country Profile Series – Canada In-depth PESTEL insights). - 2012, Canada launched the pass of “Canada-Japan Economic Partnership Agreement (EPA) (CanadaJapan Economic Partnership Agreement). It is a big chance for Uniqlo to start a business in Canada. - 2013, Canada also made agreement of a “comprehensive economic and trade deal (CETA)” with the European Union (EU), which will cut 98% of tariff lines between each other (Country Profile Series – Canada In-depth PESTEL insights). Since that Canadian government is friendly with foreign investors and has built many free trade agreements, including Japan, it is an attractive location for foreign business. But with so many countries within its free trade area, there are many tough competitors as well.

PESTEL- Economy - Canada has stable and friendly relationship with its neighbor, the U.S. and it is also as a bridge of traffic between Asia and Europe (Invest in Canada). - Its stable banking system and tax environment, as well as its diverse energy, especially its natural energy, draws the interests of the worldly capital projects from international investors (Invest in Canada). - It has high freedom for business establishment and operation that there’s no minimum capital requirement for business investors (Country Profile Series – Canada In-depth PESTEL insights). - The registration of property and the establishment process of business in Canada are far easier than the other advanced countries. It only takes averagely five days and one procedure to begin a business in Canada, compared to 11.1 days and five procedures of the Organization for Economic Co-operation and Development (Country Profile Series – Canada In-depth PESTEL Insights). - Canada is ranked as “the world’s leading free market economies” with the rank of 6th freest country in the world based on the 2013 Index of Economic Freedom (Country Profile Series – Canada In-depth PESTEL Insights). - The diversity of industries also buklds the bed of great investments from various realms (Invest in Canada). - Its economy had a growth of 2.5% in 2011, but it has slowed down to 1.8% since 2012, mainly because of its account deficit from the household debt as the major risk to its economy in the future (Country Profile Series – Canada In-depth PESTEL Insights). - Household debt accounted for 165% of Canadian’s disposable income in 2013; over 40% of their income is going into the payment for mortgage interest (Country Profile Series – Canada In-depth PESTEL Insights). - Canada is highly depended on the economy of the U.S., which may increase threats to its own economy when the U.S. going through financial crisis or some other factors that would influence its economy (Country Profile Series – Canada In-depth PESTEL Insights). The low tax, the stable banking system, the freedom and the easiness of establish business in Canada is highly favorable to foreign investors with lower costs. But the high housing fee and the household debt is a big concern when considering opening permanent brick-and-mortar stores in Canada. Even for a pop-up shop, it may be inefficient and uneconomical to rent a store. And the dependence on American economy is risky for permanent business there. But for a pop-up store, which will only open for a month there, it is not a big concern.

PESTEL- Social - The population of age 65 and above had increased 41% between 2000 and 2012, compared to the 9% decrease of age under 15 between the same periods (Country Profile Series – Canada In-depth PESTEL Insights). - Within Canadian population, the group of 65 years old and above accounted for 16.4% and the group under 15 years old accounted for 15.6% in 2012 (Country Profile Series – Canada In-depth PESTEL Insights). - With the growing population of elders, the expenditure of healthcare as well is a big part of the GDP of the country with 11% (Country Profile Series – Canada In-depth PESTEL Insights). - The media age of Canada population is 41.5 in 2013 (Country Profile Series – Canada In-depth PESTEL Insights). - The forecasted mid-year population of Canada from 2013 to 2017 is from 35.3 million to 36.9 million (Country Profile Series – Canada In-depth PESTEL Insights). The biggest social problem of Canada may be the aging population since that it would cause the lack of labor and prosperity in the future as well as the increase of financial burden on the younger generation in the future for the reason that they may need to support more elders. But for now, with the high population of middle age, the working force is high, which also means that the group with steady and high income is big. The result of this is not only the huge affordability but also the broad human resource temporarily. As for a pop-up store, this would be a good situation. But for future permanent stores, it might be a concern for the reason that the bigger financial burden such as the high cost of healthcare, the smaller intension to shop.

PESTEL- Technology - Canada has huge source from the natural energy and the country has been developing its clean/green technology (Invest in Canada). - With the source of renewable and clean energy such as wind and solar, lots of provinces has been devoted in the program of sustainable “alternative-energy projects” and pushed it to a rapid growth (Invest in Canada). - Canada is the second largest hydroelectricity producer (Invest in Canada). - Among the already existed energy, the solar and tide energy are growing; Ontario is the large foundation of the development of solar energy (Invest in Canada). - Canada is also one of the biggest countries of Information and Communication Technology (ICT) development, which not only provides high-level and high-skilled jobs for the residents but also draw a huge amount of revenue, with over US$154 billion in 2009 and US$26 billion of exports worth (Invest in Canada). - The penetration of mobile in Canada from 2013 to 2017 is forecasted to grow from 76.9 to 80.7 per 100 people (Country Profile Series – Canada In-depth PESTEL Insights). - The manufacturing of Canada is already well developed that it also serves for the development of high end products (Country Profile Series – Canada In-depth PESTEL Insights). - The production costs in Canada is low (Country Profile Series – Canada In-depth PESTEL Insights). With the development of renewal energy, especially solar energy, the cost of energy usage of operation may be reduced. Although for a pop-up store, it might not be a big influence, but for a long-term marketing plan, it would be a big bonus for the future follow-up. The high rate of people owning mobile devices in Canada shows that to reach the potential consumers, channels via the Internet is heavily important. For the promotion either for the pop-up store or for the future permanent stores, apps, official websites, social media, and emails will be a huge part. And with the well-developed manufacturing and the low cost of production, although it has no influence for the pop-up shop since the goods will all be imported during the one-month operation, but if there would be permanent stores after the pop-up store, it would be a benefit to create supply chains within the country to cut the cost of shipping.

PESTEL- Environmental - With the advantage of the broad diversity of renewable energy and the dedication of organizations on development, Canada is a sustainable tendency country (Country Profile Series – Canada In-depth PESTEL Insights). - Although the implementation was weak, recently the government of Canada has put on new regulation and policy to achieve its goal of reducing the emission of greenhouse gases and the energy waste (Country Profile Series – Canada In-depth PESTEL Insights). - Many organizations and the government are dedicated to the development of “bio-economy,” such as “tax credits” and “education program” (Invest in Canada). - The advance technology also helps Canada to devoted in the development of “biofuels” and other bio-related technology such as “biomaterials” and “biogas” to reduce the material waste and the carbon footprints (Invest in Canada). The regulation of environmental restriction might influence the operation and the legal issue of opening either a pop-up shop or permanent shops in Canada since the government is working hard on putting policy on this part.

PESTEL- Legal - The government of Canada provides “comprehensive legal framework for business entities” for foreign investors (Country Profile Series – Canada In-depth PESTLE Insights). - The corporate income tax is much lower compared to other advanced countries, which is 13% lower than its neighbor, the U.S. (Canada Financial Service). - Canada is ranked as one of the lowest among the G-7 countries (Canada Financial Service). - The national laws provide the freedom to start and operate business and the easiness and efficiency of establishing a business in the country (Country Profile Series – Canada In-depth PESTEL Insights). As its political and economic aspects, Canada’s government provides friendly legal environment for foreign investors to start and operate business, which is much more convenient for Uniqlo to penetrate its business into the country without lots of complicate process and obstacle to deal with before opening a store there.

Apparel and Footwear Market in Canada From the data collected it showed that both the volume and value sales of apparel and footwear in the Canadian market has been increasing and is highly possible to keep growing. It shows that the demand foor apparel andd footwear is enlarging. Therefore, for Uniqlo, it would be a good chance to get into the market. (See Apendix Item 2&3) When looking at the Consumer Price Index table it shows that compared to other products, the price of clothing and footwear has increased with 4.7% during the lastt year. This can be a ssign that the demand has been high and the supply has been still keeping up so the price has went up. Or it might be the reason that the cost of goods or other operating activies budget increased and caused the growth of the retail price. If it’s the former, the opportunity for higher profuts might be attractive; if it’s the later, there should be more consideration about operating a store there, such as the concern aabout shipping or energy cost. (See Apendix Item 4)

Apparel and Footwear Market in Canada Based on the data of the market share of the key players of the apparel and footwear companies and brands in Canada, Joe Fresh and the most market share and since the product category of Joe Fresh is similar to Uniqlo, Joe Fresh would be the toughest competitor for Uniqlo entering the Canadian market. The second largest opponent to Uniqlo whithin the similar category is H&M, followed by Gap, Forever 21, Zara, and other fast fashion brands. Among all of them, Joe Fresh and Gap have the most similar catefory lines with Uniqlo; others such as Zara is more fashionable and chic compared to the simple, basic and functional style of Uniqlo. Therefore, if Uniqlo were to open a pop-up shop in a location situated near a Joe Fresh, there is a high possibility that it is a location where their target consumer would be. (See Apendix Item 5)

Target Consumer

Demographics

Since the core concept of Uniqlo is clothing for everyone – the slogan for its LifeWear is: “Clothes for a better life for everyone, every day,” and the slogan for Uniqlo is: “Made for All,” the target consumers are both genders and a broad age range (Fast Retailing FY2014 Results Review. Future Outlook and Strategic Focus). The ratio of Toronto’s population between male and female at age 15 to 64 is 70% to 69.7% in 2011, which both are the majority of the population of Toronto and are the main target consumers (Focus on Geography Series, 2011 Census).

70%

69.7%

Ratio between male and female of Canada in 2011 (Source from Geography Series, 2011 Census)

Demographics Though the basic and functional styles of Uniqlo clothing can fit to everyone, with the fact that young adults, middle youth and mid-lifer groups are the biggest spender on fashion products with great buying power, especially the middle youth, who has the most income among the other age groups. From the chart it shows that the age group of 45-49 has the largest income than other age groups, followed by the age of 50-54. These two may be the biggest purchasers with affordability. However, as Uniqlo’s brand personality is young and fun, which can be observed from the celebrity campaigns of Uniqlo that Uniqlo usually have the young and energetic celebrities for its promotion image, young adults, from 20-34 is also a big target consumer groups for Uniqlo. Although the age group from 20-24 was far below the others mentioned above, based on the description of the lifestyle of young adults, recently age group from 1829 moves back to live with their parents for the reason of the high cost of housing, which means that they may have more financial support from their parents (Consumer Lifestyles in Canada – Young Adults). While middle youth and mid-lifer, some are parents of the young adults group, have the greater spending power, combining these segments, the potential of consumer buying power is big.

Source: Data from Income and Expenditure: Canada, Euromonitor

Transportation In Toronto, most of the young and middle-age groups live in downtown, especially in City Toronto and the Great Toronto Area because of the convenient transportation and the distance to works. A big part of the residents, 36.5% of City residents, in Toronto take public transit to works. Also, it is reported that female residents tended to take public transit to work more than male residents do (2011 National Household Survey: Labour Force, Education, Place of Work, Commuting and Mobility). And for those who bike or walk to work, it is reported that the ratio between male and female for bike commuters was 2.7% vs. 1.7%, which shows that male tended to ride their bikes to work more than women; while the ratio between male and female on walking to work was 6.3% vs. 8.3% in 2011 that female walked to work more than male residents (2011 National Household Survey: Labour Force, Education, Place of Work, Commuting and Mobility). Based on this fact, finding a location near the busiest commuting connection or the busiest public transit station may be potential to draw large traffic to the store. Especially the public transit station will be quite important and potential location for the reason that females, who usually are big consumers of fashion and apparel than male, takes public transit more than males.

What Do They Do? Based on information by the National Household survey, it can be seen that the most common work in Toronto is sales and service, followed by business, finance and administration; and education, law and social, community and government services accounted in 2011. The ratio of sales and service between male and female residents are almost 1 by 1, with 21% of male total work force and 23.8% of female in 2011 (2011 National Household Survey: Labour Force, Education, Place of Work, Commuting and Mobility). Since the workers are mostly white-collar, the basic style of Uniqlo’s clothing will be highly suitable for the segments to match with either formal or casual wear for education and social. (See Apendix Item From the review and rank of the leisure events on the website of Toronto.com, art, culture, fashion, fibre arts and film seem to be the most popular activities among both the residents and visitors. Among the young adult segment, dining at restaurants, drinking at bars, and other entertainment with friends are the most common leisure activities, which accounted for 48% of their spending in Canada (Consumer Lifestyles in Canada – Young Adults). From their leisure activities, it can be assumed that their fashion statement is more casual than formal or high-end. When going to a film festival or a movie with friends, it is more possible that they may wear t-shirts with jeans and jackets instead of a cocktail dress and tuxedo except for some special occasion. Therefore, the product category is potential to match with the lifestyle of Toronto consumers.

Technology Usage

For the young adults, they are known as tech-savvy; as for the middle youth, digital technology is also a big part of their daily life, especially for work; and for mid-lifer, though they are not as savvy as the other younger groups, social media on the Internet is also important for their connection with others. According to the report, the usage of online dating among mid-lifers is increasing as the rate of “silver divorce” growing. In addition, they are highly possible to search opinions and the information about products and services, with 30% of the age group 5065 did this once a week in 2013; however, they seldom purchase online, with only 4% of them (Consumer Lifestyles in Canada – Mid-Lifers). From the Euromonitor nternational ways to access the internet, it can be seen that the population using mobile devices such as smartphone and tablets had increased about 7% in 2013 in Canada; with this trend, the use of the Internet as well goes up (Digital Technology and Internet Use, 2013). Based on the report, in 2012 in Canada, about 70% of household used desktop computer, about 75% used laptop, and 60% used wireless handheld device to access the Internet. Especially in the high and middle-income households, the rate of accessing the Internet was pretty high, about 98%, compared to the low-income household with 58% (Canadian Internet Use Survey, 2012). (See Apendix Item 7 for graph)

70%

75%

Ways access to the Internet (Data from Digital Technology and Internet Use, 2013, Euromonitor

60%

Online Shopping Habits Although because of the obstacle of online retailing in Canada – low accessibility of products on domestic sites, the high prices and high delivery costs, and the late presence, and the preference of shopping at stores, online shopping only accounts for 1.8% of total retailing in 2013, the rate of online orders in 2012 had reached to $18.9 billion with 24% growth from 2010 (Individual Internet Use and E-commerce, 2012). Though online shopping in Canada may still seem not so prosperous compared to the market in the U.S., reaching out to the digital-devices-attached consumers via the Internet is still an important part of the marketing strategy to increase the exposure of the information of the brand, such as price promotion and new collection news sending by email or released on social media sites. Especially for a new brand entering Canadian market, Internet will be a crucial media to promote and advertise for both the opening of the pop-up shop and the follow-up activities to increase the exposure of Uniqlo in Canadian market. Furthermore, because of the difficulties of online shopping on the domestic sites, Canadian online shoppers have been moving their search to the south, the sites of the U.S. And because of their following on the U.S. online retailing, some of their shopping habits also changed, such as the waiting for sale season – American’s Black Friday after Thanksgiving, and Cyber Monday sale (Consumer Lifestyles in Canada – Top Five Consumer Trends). As a result, Canadian consumers are already quite familiar with the seasonal sales promotion. Since the pop-up shop is going to open between the end of August and the beginning of September, which is among back to school season, consumers may expect for big sales at that time. Although it may shrink the gross margin, the sales season may be a good promotion time to attract consumers, especially for the core products – ultra down jackets and Heatech basic t-shirts, for the reason that the region is as well about entering cold weather periods.

Brick and Mortar Shopping Habits Canadian shoppers are still favoring retail stores more than online retailing, with store-based accounted 97% of the total retailing in 2013. And among the retail stores, shopping mall is still the most popular destination for shoppers, followed by the growth of power center, which is a group of 3 or more big box stores sited around a central parking pad. For those who drive, power center is easy to access for its accessibility to the major transportation routes. And it offers “hassle-free, one-stop shopping” with “wider range of stores,” “better product variety,” and “broader selection.” However, for those who don’t drive and do not live near the center, it is hard for them to get there, thus the public transportation destinations would be better choice for them. Besides, for seniors and disabled, the huge space and non-stop of stores are inconvenient for them to shop around (Consumer Lifestyle in Canada – Top Five Consumer Trends).

Power Center

Shopping Habits

According to the report, Toronto consumers frequently shop at The Bay, Canadian Tire, Costco, Giant Tiger, Sam’s Club, Sears, Wal-Mart, Zellers, Online Department Stores; and for clothing stores, they regularly shop at Banana Republic, Club Monaco, Cotton Ginny, Addition-Elle, Gap, H&M, Holt Renfrew, Old Navy, Roots, Zara, and many other retailers (Consumer Shopping Patterns 2012). Canadian shoppers prefer the local designer lines such as Linda Baday, Brian Bailey and Marilyn Brooks (Toronto Economic Development). Based on the preference of location and shopping habits, it would be more essential to open a store near competitors and the big shopping mall or the gathering area of similar type of retailers for the consumers seem to prefer the convenience of one-stop shopping or just jump from one store to another. Therefore, somewhere near Holt Renfrew, the department stores where they usually shop may be a positive choice. And since Canadian consumers already are used to shop at Gap, H&M, Old Navy, Roots, and Zara, which have similar categories with Uniqlo and all are at lower or moderate prices, to open a pop-up store around those stores may be a good way to attract similar consumers. Toronto Eaton Centre

Store Location Design Product

PRIZM A PRIZM defines a household based on demography, behaviors and location and narrows the information into groups, then segments within that group. For the PRIZM of the trading area using the zipcode of the H&M in the same area, which is M5V 2A5. The segement of this location is Young Digerati. The following is the lifestyle of the consumer behavior of this segment: - Starter Nests - Younger and upscale - Urban trend setters - Average income: $127,260 - Nation’s tech-savvy - Singles and couples - Live in fashionable, in-town neighborhood in big cities - Affluent and highly educated - Ethnically mixed - Communities filled with tasteful and high-rise apartments or expensive condos with fitness clubs, clothing boutiques and all types of bars nearby. - Many just start families (and have time and discretionary income to spend) - Active social lives (dancing, bar-hopping, listening to music, attending to film festivals) - Like to look good - Taking aerobics and Pilates classes - Shopping for the newest fashions and electronics - Many not only chase for material life but also are socially conscious and donate to cultural, political and environmental groups (Source: PRIZM C2 Cluster Lookup)

PRIZM Compared to the location up north around Bloor St, Toronto, this section has the younger segment with fashionable taste and chase for the updated merchandises. They are young yet they have big spending power with both high incomes with over $125,000. Most importantly they are trendsetters and tech-savvy that they adopt new things, which is potential for a new market entering, and it’s easy to reach those customers via the internet and social media, which is advantageous for spreading the idea of the launch of a pop-up shop of a totally new brand to the country. And they are highly educated that makes the human resource acquirable for the recruitment. Additionally, the way they enjoy their leisure activities is potential for the sales of Uniqlo’s product lines of the simple design, especially something like film festival may be the casual yet chic occasion for them to wear Uniqlo’s basic t-shirt with a pair of well-cut jeans.

Sales Potential With OCAD (Ontario College of Art and Design) within a 12 minutes walking, 4 minutes driving or 10 minutes public transit distance to this area, the students of this university are highly possible our biggest consumer group. Since September is the beginning of fall quarter of OCAD, our opening period between August and September is their back-to-school season, which may bring a huge potential sales to the store, especially when we offer a sale promotion.

Competition We set our competition radius by one block from Spadina St to the west and one block from Beverly St to the east. Our direct competitors are H&M, Zara, American Apparel, Urban Outfitters, and French Connection.

Competition H&M: It is a fashionable fast fashion brands. Though it is more chic and stylish than Uniqlo’s product line, separating it from Uniqlo, it also has a huge basic line with basic t-shirt a wide range of color choice, which is highly similar to Uniqlo’s basic lines. And it has some puffy jacket and vest for fall and winter as well. There for in our trading area, H&M might be the biggest competitor.

Zara: It has a similar product lines as H&M but even more stylish and with higher price. But it as well has Trf for cheaper lines and with basic tops. Both Zara and Zara Trf sell quilted coat and vest. With these products and similar or a little higher price ranges, Zara is also our highly possible competitor.

Competition American Apparel: American Apparel as well has basic t-shirt and quilted coat, and some are at lower prices than Uniqlo.

Urban Outfitters: It is chic and more of bohemian style. And its prices are higher, similar to Zara’s price range. But it also has some basic t-shirt and lower-price products.

French Connection: It as well has the chic and stylish and basic top products as Zara and H&M with similar price range.

Competition The indirect competitors in the area are: Aldo Shoes, Claire’s Boutique, Oakley, Adidas, Lululemon, MAC. For these competitors, though their product categories are different from Uniqlo, they are still fashion or apparel related. Along with their price ranges being well affordable or chic. With these facts, our target consumers might choose to spend the similar amount of money on those goods instead of Uniqlo’s apparel.

Competition Aldo: It’s a shoe store that carries affordable shoes both for men and women. it also sells handbags and accessories that are affordable.

Oakley: It sells athletic apparel, footwear sunglasses and some sportive accessories within affordable prices.

Adidas: It sells high quality and chic athletic wears, footwear, and accessories with affordable price range.

Competition Lululemon: Like adidas, it sells sportive wears with a little high but affordable price. It also has some quilted jackets and basic t-shirts, which may be possible competition to Uniqlo.

MAC: It sells chic and highly affordable cosmetics. For our female customers, it might be another attraction for them to spend their money instead of on Uniqlo.

Although there are no specific similar product category lines as Uniqlo, since its core products are its functional wear such as Heattech and Ultra Light Down jackets with good quality but affordable price. Still these competitors with similar products or similar price ranges may distract our consumers.

Area Attractions Galleries: Since there is an art college, there are also many galleries around the area, such as Red Head Gallery, Gallery 44 and Painted City Gallery. And with these galleries near the trading area, it also attracts the art students there to the area. Fashion stores: On Queen Street West, there are a great number of fashion retail stores along the street, from the east to the west, full of the boutiques and international brands such as H&M and Zara. Beside Queen St W, from the beginning of the street at east part, on Yonge Street there near the conjunction with Queen Street, there are also many retail stores such as Hudson’s Bay and Toronto Eaton Center. With the convenient and dense public transit, the whole area around Queen Street is like a shopping district. Restaurants, bars and clubs: Along the street, there are as well many high ranked restaurants such as BQM and The Jerk Joint with over four-star rank on Google Map, and there are also many bars and clubs either on the street or on the street parallel and near to Queen Street. With the lifestyle of the target segment, which is enjoying dancing and going to bars, it is a great area attraction to our target consumers.

Area Factors Public transport: The public transit of the whole City Toronto is full of light rails, subways and buses with checker-like routes covering the city, which makes it convenient and easy to get around the city by public transportation. To get to the trading area on Queen Street W between Soho and Beverly Street, consumers can do as followed: Light rail: Routes 301,501, and 502 all can directly get off at the exact area. Subway: Consumers can get off at Osgoode Station or St. Andrew Station and walk or transfer to light rail to the location Bus: Routes 141,142, 143, 144, and 145 can get to the street near Queen Street W. Consumers can get off the bus and walk to the location.

Area Factors Vehicular traffic: Between week days, the traffic flow on Queen Street W is around green to yellow degree, which is between smooth and light traffic but during lunch time from around 11:30am to 2:30pm and during dinner time around 7:30pm the traffic is slow. On Saturday from noon at about 12:30pm all the way till 8:30pm at night, the traffic is slow; and on Sunday, from around 1:30pm to 4:30 in the afternoon, the traffic is slow. Parking: On Soho Street, there is a big parking lot and there are also some huge parking lots on Richmond Street W. So even if the consumers drive there themselves, they can still park their cars and get to the store. But with the convenient public transit in the city, it would be rather convenient to take the light rail and other transit. (The above traffic data is from Google Map)

Parking lot on Soho and Queen St W Image from Google Maps

Human Resources For our three trucks, the total space is aproximately 480 square feet. Our minimum number of staff on the floor would be ten including one manager. The staff allocation will be: - Menswear and Womens wear truck: Two sales associates with one at the door connected to the fitting room truck and one at the opposite corner to serve consumers. - Fitting Room truck: Each side of fitting room will have two sales associates to serve customers and be the security guard of the door; one sales lead will be at the exit with portable card register; two cashiers will be at the cash register; and one manager will be walking around between the trucks. For the whole operation of the pop-up store with maximum two shifts each day there will be: - Two manager - Two Sales leads - Four cashiers - Twelve sales associates (Four for mens and womens, and four for fitting room) The store will be open from 10:00 am to 9:00 pm for seven days a week for four weeks. The staff will have to be there at 9:00 am for replenishment and preparation for opening, and stay till 10:00 pm for re-arranging the floor and replenishment, depending on the situation of the day. For the recruitment, the managers and sales leads will be sent from corporate; for the sales associates, there will be an offer meeting at OCAD during their summer as part time for the students; the information will be provided to the office of the school during spring quarter. And we will also utilize the job portal system of Toronto, Toronto Job Market.

Legal Since we are opening a shop on 3 container trucks, we need to register for the street-vending permit and pay for the fee of street-vending based on the law of City Toronto. We can either park on the streets at that area within the mobile vending zone of City Toronto or park on some specific commercial parking lots on the list provided by the city for vending. The main streets of our trading area, Soho St, Queen St W, are all on the mobile vending zone. Although there is no exact option of apparel pop-up shop on the list of permit, we assume that it would be similar to the motorized refreshment owner and street food vending. The total application fee for motorized refreshment owner is about $1,090 (Street Food Vending). Another legal issue is the minimum wages of the staff, which is $11/hr.

Design of the Space

Exterior

Floor Plan

6.5 ft Supima Cotton T-shirt

6.5 ft Ultra Light Down Jacket

6.5 ft 1 ft

Heattech T-shirt

Mannequin

3 ft

Scarf Wall 6.5 ft

Door to Fitting Room

Accessory (Low Table)

3 ft

Ultra Light Down Vest

6.5 ft

1 ft

Floor Plan

4 ft

1.5 ft

Door to Fitting Room

3 ft

Door to Fitting Room

Fitting Room

2 ft

4 ft

Cash Register

Fitting Room

HEATTECH Fitting Room

Floor Plan

Ultra Light Down Jacket

Accessory (Low Table) Mannequin

Scarf Wall

Supima Cotton T-Shirt

Ultra Light Down Vest

Door to Fitting Room

Heattech T-shirt

Interior

Ambiance The store will remain true to a Uniqlo store with white walls and red accents along with similar music. The atmosphere will be upbeat and inviting. The HEATTECH special fitting rooms will also be included to experience how the HEATTECH raises your body temperature

Uniqlo Playlist Florrie - Begging Me Rock Mafia, The Big Bang Gym Class Heroes: Stereo Hearts ft. Adam Levine Adele - Rolling in the Deep Cobra Starship - You belong to me Bag Raiders - Sunlight ft. Dan Black Those Dancing Days - I’ll Be Yours Depeche Mode- “Personal Jesus” Cassius - The Sound Of Violence (Aeroplane Remix) DJ Fresh - ‘Gold Dust’ (Audio Only) Little Dragon - Little Man Lykke Li - I Follow Rivers (The Magician Remix) Penguin Prison - Perform Multi-Millionaire

Fixtures

All wall fixtures are 6.5 ft by 1ft deep by 10 feet tall, this is to allow enough room within the truck for customer movement while still being able to place maximum product. All replenishment items will be located in a seperate Ultra Light Down Vest

Ultra Light Down Jacket and Parka

Each Ultra Light Down Jacket and Ultra Light Down Vest are able to hold two rows of open hanging item with seven items while the row below are able to hold one of each size allowing for five items, allowing 120 total.

HEATTECH Fixture

The HEATTECH fixture is able to hold nine items in each row with a total of 70 cubes allowing 630 items to be placed. In the Supima Cotton Tee fixture each cube can hold twelve folded shirts with 70 cubes allowing 840 items to be placed.

Supima Cotton Tee

Fixtures The accessories table can hold four styles of hats on the top tier with 5 units of each item. On the second tier it can hold six styles with four units of each style . On the third tier it can hold 12 styles with five units of each style.

The scarf fixture can hold five styles on each bar allowing ten styles to be displayed. There can be six units of each style displayed at a time.

Dress Form Looks Womens

Dress Form Looks Mens

Product Assortment

Product Asortment Women Supima Cotton Tee $14.90 Size: XS, S, M, L, XL

HEATTECH Tee $14.90 Size: XS, S, M, L, XL

Ultra Light Down Vest $49.90 Size: XS, S, M, L, XL

Product Asortment Women Ultra Light Down Parka $79.90 Size: XS, S, M, L, XL

Ultra Light Down Jacket $69.90 Size: XS, S, M, L, XL

Color Stole $14.90

Product Asortment Women HEATTECH Knit Cap $12.90

Pompon Beanie $12.90

HEATTECH Faux Leather Gloves $12.90 Size: M, L

Product Asortment Men Supima Cotton Tee $14.90 Size: XS, S, M, L, XL

HEATTECH Tee $14.90 Size: XS, S, M, L, XL

Ultra Light Down Vest $49.90 Size: XS, S, M, L, XL

Product Asortment Men Ultra Light Down Parka $79.90 Size: XS, S, M, L, XL

Ultra Light Down Jacket $69.90 Size: XS, S, M, L, XL

Color Stole $14.90

Product Asortment Men HEATTECH Knit Cap $12.90

HEATTECH Lining Quilting Gloves $12.90 Size: M, L

Communications and Promotional Plan

Promotion: Digital Post opening information of the pop-up shop will be both on Uniqlo official website and Fast Retailing website. It will also post the sale promotion information of the pop-up shop ($10 off of Ultra Light Down jacket). On the banner of the websites, shows the information of the opening as scrolling text. Keeping the home page clean white with only clear information about when, where, what, how, with one image of celebrities (the image can be changed every week, with different celebrities or changed to Ultra Light Down Jacket).

Promotion: Social Media Open up new account for Uniqlo Canada and post the information about Uniqlo entering Toronto Canada, and the preparation documentary, either with short clips or photos, at least once every week. Use the information of store opening and the photo of celebrities wearing Ultra Light Down jackets and vests as cover image for both Facebook and Twitter accounts. During the 2nd and 3rd week of the operation of the shop, there will be a “Unilook” contest for people to vote for 3 best looks which submitted by customers wearing apparel of Uniqlo with the pop-up store as background. The winner will have a special prize during the last week (1 Ultra Light Down jacket for each winner).

Promotion: Print During both pre-launch and launch period, there will be flyers spread by staff at the corner in the trading area. During pre-launch, there will be the launch information as well as the information of sale promotion with a 30% coupon on it. For launch, the flyer will present the information of when, where of the operation of the shop.

Promotion: Out of Home The celebrity campaign advertising will be on various types of billboard, including the regular billboard on the building or beside freeway; on public transmit stations – bus, subway, and light rail as well as on the body of bus, subway, and rail. (See Appendix Item 8 for more)

Promotion: Pre-Launch During this period, we will emphasize on using social media, printed press advertisement and the out of home advertisement to spread the information about Uniqlo’s entering into Toronto, Canada and the opening of the pop-up shop during back to school season at the Queen St W area. Beside the advertisement mentioned above, there will both celebrity campaign and function demonstration short clips of Uniqlo as a brand and the products it carries, to introduce the brand to the new market, Canada. There will also be short clips of the preparation of our pop-up shop for Toronto. The clips will be played on the big monitor on billboards and social media – Facebook, Twitter, Uniqlo’s official website. The last 2 weeks before the launch of the pop-up shop, there will be two big flash mob activities to draw the curiosity and attention of people in Toronto. The first one will be the flash mob of 100 models wearing Uniqlo’s Ultra Light Down jackets and vests in different colors being put on the parking lot on Soho St where the shop will be operated during midnight on Monday and vanished at the other midnight; the other one is 100 Uniqlo staffs, wearing Uniqlo’s uniform, dancing flash mob with the music of “Uniqlock” outside Hudson’s Bay on Queen St.

Promotion: Launch During this period, all the advertising campaign will be the maximum, including digital, social, out of home, print, and sale promotion. And the emphasis of this period will be on sale promotion for the reason the sale promotion is a big and common thing of Uniqlo’s promotion strategy. Our sale breakdown will be: $10 off for all Ultra Light Down jackets $9.90 for every T-shirt, both HEATTECH and cotton tees. Buy 3 HEATTECH get $10 off During the last week, all merchandise goes 50% off to clear all stock.

Promotion: Post-Launch During the operation of the shop, cash registers will ask for customers to provide their emails and phone numbers for the follow-up email, letters, postcards and text for greetings and for sending information about Uniqlo to those potential customers.

Promotional Activity Map

Financial Plan

Budget Week 1

Week 2

Week 3

Week 4

NOTES

REVENUE Pop Up

50,701

Total Revenue

50,701

Cost of goods sold

25,351

25,351 Based on a GM of 50%

Gas to relocate trucks

417

Information from Gassbuddy

Salary to relocate trucks

352

Information from Glassdoor

Management

2,690

2,690 Information from Glassdoor

Sales Leads

1,120

1,120 Information from Glassdoor

Cashier

1,760

1,760 Information from Glassdoor

Sales Associate

5,280

5,280 Information from Glassdoor

Extra Sales Associates

880

880 Information from Glassdoor

Billboard Promotions

8,000

12,000

Information in Apendix

Bus Promotions

7,800

12,000

Information in Apendix

Subway Promotions

6,000

Information in Apendix

Flyer

1,050

Total Expenses

60,700

EARNINGS BEFORE TAX

(9,998) $

EXPENSES

See Apendix item 9 &10

Information in Apendix $

67,081

37,081

(16,379) $

13,621

$863

Conclusion In conclusion, it may not be a large financial gain for Uniqlo to open a pop up shop in Toronto Canada. But for brand visibility, and testing the market in Canada where they have many competitors with similar product categories and similar prices with high accessibility this is a smart move. During the month that Uniqlo Canada will be open they will be able to reach almost 6,000 clients, possibly more depending on the outcome of the launch. Determining the outcome of the pop up shop Uniqlo could make the decision to relocate multiple pop up shops until a flagship or store is built. Brand exposure into the Canadian market where our key products have the ability to thrive is key and the most significant outcome of the Toronto pop-up shop.

Apendix

Apendix Item 1

Social Media

Followers

Post

Facebook

798.9 K

Multiple a day

Twitter

34.3 K

6,594

Instagram

38 K

569

YouTube

1.7 k

Source Fast Retailing

Apendix Item 2

Apendix Item 3

Apendix Item 4

Apendix Item 5

Apendix Item 6

Apendix Item 7

Uniqlo High Low Average

Knits

Outerwear

Pants

Total average

$29.90 $12.90 $21.40

$229.90 $39.90 $134.90

$79.90 $14.90 $47.70

$34.95 $5.95 $20.45

$299.00 $29.95 $164.48

$69.95 $5.95 $37.95

$19.90 $1.90 $11

$97.90 $10.80 $54.35

$29.90 $3.80 $16.85

$59.90 $6.99 $33.45

$399 $59.99 $229.50

$129.00 $19.90 $75.45

$34.95 $14.95 $24.95

$348.00 $69.95 $208.98

$79.95 $24.95 $52.45

$39.00 $16.00 $27.50

$149.00 $69.00 $109.00

$79.00 $29.00 $54.00

$80.00

$790.00

$160

$67.90

H&M High Low Average

$74.29

Forever 21 High Low Average

$27.37

Zara High Low Average

$112.47

Gap High Low Average

$95.45

Joe Fresh High Low Average

Topshop High

$63.50

Week 1

Week 2

Week 3

Week 4

NOTES

REVENUE Pop Up

50,701

Total Revenue

50,701

Cost of goods sold

25,351

25,351 Based on a GM of 50%

Gas to relocate trucks

417

Information from Gassbuddy

Salary to relocate trucks

352

Information from Glassdoor

Management

2,690

2,690 Information from Glassdoor

Sales Leads

1,120

1,120 Information from Glassdoor

Cashier

1,760

1,760 Information from Glassdoor

Sales Associate

5,280

5,280 Information from Glassdoor

Extra Sales Associates

880

880 Information from Glassdoor

Billboard Promotions

8,000

12,000

Information in Apendix

Bus Promotions

7,800

12,000

Information in Apendix

Subway Promotions

6,000

Information in Apendix

Flyer

1,050

Total Expenses

60,700

EARNINGS BEFORE TAX

(9,998) $

EXPENSES

Information in Apendix $

67,081

37,081

(16,379) $

13,621

$863

UNIT SALES

Week 1

Week 2

Week 3

Week 4

Total Units

Tops

514

2,056

Outerwear

386

1,542

Innerwear

257

1,028

Other

129

514

UNIT PRICE Ultra Light Down Jacket

74.90

Ultra Light Down Vest

49.90

Supima Cotton Tee

14.90

HEATTECH

17.40

Scarves

14.90

Other

12.90

Tops

38,505

$154,018

Outerwear

6,709

$26,835

Innerwear

3,830

$15,320

Other

1,658

$6,632

REVENUE BY CATEGORY

TOTAL PROJECTED REVENUE

$50,701

$202,805

Week 1

Week 2

Daily traffic

200

Weekly traffic

1,400

Conversion rate

27%

Number of units (3.4 per)

1,285

Tops

40%

514

Outerwear

30%

386

Innerwear

20%

257

Other

10%

129

100%

1,285

Human Resources Budget

Position Wages Manager $5380/mo Sales lead $14/ hr Cashier $11/ hr Sales associate $11/ hr 9am-10pm (13hr) 13*7*4= 364 hr

Total number Operating Number 2 1 $ 10,760.00 2 1 $14*160*2=$4480 4 2 $11*4*160=$7040 12 6 $11*12*160=$21120 Plus 2 extra pt help ($1760) Total: $45,160

Reference: http://www.glassdoor.com/Salary/Uniqlo-Usa-Store-Manager-Salaries-E312278_D_KO11,24.htm

Promotional Budget

type

Flyer

Billboard Bus Ad Subway

bulletin 30 sheet poster exterior (Kong) bus stop backilt 2 sheet

cost

cost of each type

$0.07/ item (100*30*2+150*30*2)*$0.07=$1,050 (first 2 month of pre-launch:100 items/day) (last month of pre-launch+launch:150 items/day) $2,000/mo $2000*4*1=$8,000 (4 months, 1 bulletins) 1000/mo $1000*4*3=$12000 (4 months, 3 posters) $650/mo $650*4*3=$7800 (4 months, 3 ads) $1000/mo $1000*4*3=$12000 (4 months, 3 ads) $500/mo $500*4*3=$6000 (4 months, 3 ads) $500/mo $500*4*3=$6000 (4 months, 3 ads)

Total

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Sources “Digital Technology and Internet Use, 2013.” Statistics Canada, 11 Jun. 2014. Web. 27 Oct. 2014. “Financial Services 2012.” Invest in Canada, N.d. Web. 9 Oct. 2014. “Focus on Geography Series, 2011 Census.” Statistics Canada, 24 Oct. 2012. Web. 17 Oct. 2014. Google Maps, N.d. Web. 7 Nov. 2014. “Income and Expenditure: Canada.” Euromonitor International, 7 Oct. 2014. Web. 20 Oct. 2014. “Individual Internet Use and E-commerce, 2012.” Statistics Canada, 28 Oct. 2013. Web. 27 Oct. 2014. “Invest in Canada.” Invest in Canada, 2012. Web. 9 Oct. 2014. “Market Size.” Euromonitor International, Mar. 2014 – Oct. 2014. Web. 23 Oct. 2014. “One-Way Bus And Light Rail.” RTD, N.d. Web. 18 Nov. 2014. “Print Custom Posters & Flyers.” TicketPrinting.com, N.d. Web. 18 Nov. 2014. PRIZM C2 Cluster Lookup, N.d. Web. 7 Nov. 2014. Store Supply Warehouse, N.d. Web. 18 Nov. 2014. “Street Food Vending.” Toronto.ca, N.d. Web. 12. Nov. 2014. “Toronto Economic Development” Toronto.ca, N.d. Web. 27 Oct. 2014. “2011 National Household Survey: Labour Force, Education, Place of work, Commuting and Mobility.” Toronto.ca, 26 Jun. 2013. Web. 14 Oct. 2014.

Pop-Up Shop Toronto Canada Elsa Kao Christine Hartzog