Marketing the Pop Up

9. Marketing the Pop-Up

‘The purpose of marketing is to maximise a company’s sales by selling products which meet consumers needs effectively’ (Gowerek, 2007:159).

(Vetements, 2016)

(Vetements, 2014)

Mintel research (2018b) indicates Generation Z most frequently uses

Youtube, followed by Instagram. The use of Instagram also goes hand in hand with Vetements’ existing use of the platform as a digital community. I would create momentum around the store opening by posting in both French and English two weeks before the store launch, indicating solely the location and the promise of an in-store exclusive drop. Within my Instagram post will be accompanied by the hashtag: Vetements x humains in order to hint at the subject of the collection and create momentum for the release. Marketing via Instagram will also give a good indication as to awareness of the project, which will be monitored through likes, engagement with posts in addition to Instagram Analytics. After researching how best to deploy my social media marketing campaign, I found that the best times to post content were Wednesday at 3:00 PM, Thursday at 5:00 AM, 11:00 AM, 3:00 PM, Friday at 5:00 AM according to Pierson (2018:online).

I would also collaborate with influencers in order to create hype around the launch. Instagram in particular is geared towards influencer marketing, and Generation Z are particularly susceptible to this marketing technique as champions of Instagram (Miachon, 2018). After researching French street style influencers, I have decided to collaborate with Parisian Aude Julie, with an amassed following of 43.2k whose personal style reflects the aesthetic of brand (Instagram, no date, b).