Marketing Communications Plan
(Staiy.com, 2022)
Budget There is a budget of £5000 to spend on creating the pop-up store.
Model 3% Instagram AD 1%
Décor 20%
Photographer -1%
Photographer Venue Instagram AD Model Décor Venue 76%
VENUE •
To rent a space at the Copenhagen Fashion Week it costs £3,800 that is the rental cost including utilities.
PHOTOGRAPHER • It costs €145 to hire a photographer for the day which is an average 8-hour day. •
We want to hire a photographer to take photos of the clothes we are featuring in the pop-up for our Instagram AD but also for the Staiy website.
INSTAGRAM AD • We want to promote our pop-up on Instagram to the Danish consumers to draw them into visiting our pop-up store. We want to promote our posts to engage more consumers. MODEL • A model is going to be hired to take photos in the Staiy collection we are going to preview in the pop-up store. A model is going to cost €16 an hour for a 8 hour day totals €128. • DECOR • We have £1,005 left over from our budget. With this money it’s going to be used to decorate our pop-up. •
The money is going to be used to buy racks, decorations, paint.
•
Concept
To promote Staiy to a brand-new audience, we are creating a pop-up store at Copenhagen Fashion Week to target more of a Scandinavian audience as Copenhagen fashion Week is very big and important event which influences popular Scandinavian fashion trends. At this exclusive pop-up event which is going to be a 7-day pop-up where potential danish consumers can rent exclusive Staiy pieces for either a period of 3, 5 or 7 days to try out the brand before anyone else. This collection won’t be available on Staiy’s website until after the pop-up is over. Therefore, this event is giving only a certain demographic of people a chance to try before anyone else to create buzz and hype around Staiy’s collection.
We are going to hire a model and photographer to shoot exclusive pictures of the collection that will launch online after the 7-day event. We want to use this model and photographer to experiment with the garments and the brand to create an atmosphere which appeals to a new market. (Author’s Own, 2022)
Proposal Timeline We will begin by choosing items from the Staiy website that we believe fits the target market we're trying to engage with at Copenhagen fashion week. We're tapping into the Scandinavian market where the Northern European group of Nordic countries have dominated sustainability in terms of social, governance and environmental investment. (RobecoSAM, 2018). As Staiy is an online brand which focuses on selling high quality sustainable clothing from other sustainable brands, we wanted to be at the centre of the sustainable market in Denmark at Copenhagen Fashion Week 2022 to showcase sustainable brands to fashion enthusiasts and bloggers with a limited one day only pop-up store.
9th- 12th AUGUST 2022 (COPENHAGEN FASHION WEEK)
14TH MAY 2022 WOMEN'S 2
1
We will begin by choosing clothes for our store. In our pop-up store, we will be offering consumers with more fashionable
KOMODO PLANET CUPRO JUMPSUIT KHAKI €119
items which they can rent for up to 7 days.
AILANTO MONO PALMERAS ETNICO €535
These garments will be specially chosen for consumers to try out high quality sustainable items. 12 women's and 10 men's options, the selection of 22 garments will be available for consumers to rent.
3
4 I'MDIVIDUAL ORGANIC WRAP TOP €227
ARTKNIT STUDIOS UPCYCLED CASMERE POLO €179
5
6 AILANTO CAMI €135
ORGANICATION WRAP DRESS €119,90
8
7
GNANA STUDIOS APPER JACKET €175
11
9 1 PEOPLE WIDE LEG PANTS €114
10 A LINE STRAIGHT SKIRT €285
HVISK BAG €89
12 LUXTRA MINI HANDBAG €300
JEWEL TREE LONDON CUFF €269
MEN'S 13
14 ZSIGMOND SHIRT €260
15 KUYICHI ANDREW OVERSHIRT €110
16 SILVIA GIOVANARDI TOP €379 NICCOLO P SHIRT €141
17
18 ORGANICATION JEANS €109,90
19 AFORA WORLD JERSEY TROUSERS €99
20 KUYICHI DENIM SHORT €75
KOMODO REVERSIBLE FLEECE JACKET €137
21 22 REJEAN DENIM JACKET €373
JOPLINS WOODEN SUNGLASSES €99
"SUSTAINABILITY IS THE CORE FOCUS AREA FOR COPENHAGEN FASHION WEEK' Danish Fashion Institute, 2019
1ST JUNE 2022 Next, we will choose a location we believe will attract the most consumers at Copenhagen Fashion Week. We ideally want a store location that is central to the fashion week location. (CopenhagenFashionWeek.com)
As sustainability is the core focus of CFW, we believe opening a STAIY pop-up store in the centre of the action will attract conscious consumers and allow the brand to open to different target markets. CFW is held in the centre of Copenhagen, in the Dansk Arkitektur Centre next to the Danish Fashion Institute.
The store will be located near the Danish Architecture Centre (ArcDaily.com, 2018)
THE STORE 50m² HOLDS 30 PEOPLE
(Go-Popup.com)
We will rent our store from Go-PopUp.
(Go-Pop-up.com)
The location of the store is situated in the Latin quarter in the Inner-city of Copenhagen. The store has an authentic feel, which we believe perfectly suits the Staiy customer. Pricing for the store for 7 days, 8 hours a day, is €1260 which fits into our €5000 budget.
(Go-pop-up.com)
LOCATION: COPENHAGEN INNER CITY
21ST JULY 2022 Once we have a location, we will hire a photographer for the opening day of the store and the first day of CFW. This photographer will take photos of the venue, the clothing for the STAIY Instagram account. As well they will take photos of the model we will hire. (Cosmopolitan, Megan Cencula, 2020)
The photographer will be an up-andcoming photographer, where the charge will be €145 a day (8hours).
30TH JULY 2022 We will find two models, one male, one female who will wear the clothes in our pop-up store location, they will be photographed and the images will be used for the STAIY website and for the STAIY Instagram account. The collection shown in our pop-up store will be available for consumers to rent on the STAIY website after the store has closed.
(sustainabilitychic.com)
9TH AUGUST 2022
POP-UP STORE LAUNCH Launch of the pop-up store will be 9th August 2022. We will livestream the opening of the store on the Staiy Instagram account. We will have 2 staff members in store who will show the collection of rented items on the livestream for people to see. Customers will be asked for their email addresses when renting an item from the collection, this allows Staiy to build an emailing list which will help customers engage in new products from Staiy.
(Neil Patel, 2018)
Store Design
STORE FRONT
9TH-16TH AUGUST
RENTAL STORE
Figure 23 Pavement board used to advertise the store from the sides
Small pop-up store with double doors and two front windows with dates of opening.
The store Interior shown in Figure 23 will be environmentally friendly, using repurposed wood to create the clothing rails. Each rail will hold up to 12 items. Men's and women's accessories will be placed in the windows of the store on recycled wooden crates. Shown in Figure 24.
Figure 24