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2.3 Creative Concept
Flagship Store Experience
The MOZH MOZH brand takeover will take place at the MatchesFashion flagship store in the luxury hub of London. “The luxury flagship store provides strategic value to brands which is expressed through elements of their form and function” (Manlow and Nobbs, 2013). The 5 Carlos Place location functions as a store but also as an experience, where they host book signings, dinner parties, and have limited edition brand takeovers (See Appendix 5). MOZH MOZH will collaborate with MatchesFashion to express the brand’s values and mission for the future of the fashion industry.
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Figure 2.6: In-Store Experience Mock-Up, modified by author Figure 2.7: Film Feature Stiill Mock-Up, created by author
The concept will be to create an omnichannel experience through an in-store installation at the MatchesFashion flagship and through the e-commerce site. The delivery through the instore experience is where consumers can shop the collection and scan QR codes to discover the textile makeup, production process, and see the Peruvian artisans that made those items (See Figure 2.6). A feature film will be presented in-store and through the MatchesFashion website about the brand value chain from conception to purchase (See Figure 2.7). The value added for consumers will be to learn about new cultures and ways to be sustainable through unique, luxury pieces (See Appendix 10.6).