ALEXANDER WANG PROMOTION STRATEGY IN TAIPEI 101
CONTENTS 4 ALEXANDER WANG PROFILE 5 PRODUCT 6 STORE VISION FLOOR PLAN
9 CONCEPT
SKYLINE RAIL SKYSCRAPER TOWER ZEBRA CROSSING STAGE CENTRAL PARK GLASS WALL LED MONITOR WALL WINDOW DISPLAY
13 LOCATION
FLOOR MAP REAL STORE LOCATION IMAGE
EPOS SYSTEM OBJECTIONS 17 TARGET AUDIENCE KEY MESSAGE 18 PROMOTION STRATEGY 16
STORE OPENING PARTY ADVERTISING ONLINE COMMUNICATION
22 TIMELINE 24 BUDGET 26 BIBLIOGRAPHY
Alexander Wang profile
A native Californian, he was born and raised in San Francisco and has a Chinese-American heritage. When Alex was 18 years old, he moved to New York where he jointed Parsons School of Design. by his sophomore year, Alex was already designing the first collection of his label Alexander Wang, which was predominantly knits. He launched his full women’s collection in 2007, selling to over 200 stores. Now at 26, Alex resides in lower Manhattan, where there is never a shortage of inspiration in music, life reality and culture. In 2008, Alexander Wang received top honors as the recipient of the Vogue/CFDA Fashion Fund; in 2009, he was recognized by his peers when he was announced as the winner of the Swarovski Womenswear Designer of the year; in October 2009, he was the recipient of the Swiss textiles Award. Alex was celebrated again in 2010 with another Swarovski Designer of the Year Award, this time in the Accessory category. Started for his fashion business for a long time, finally he has opened a flagship store in New York SOHO on February seventeenth 2011.
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Product
Designer Alexander Wang has two different collection, the one is Alexander Wang, the other is T by Alexander Wang, style of the former is more formal, the later is much casual. Alexander Wang and T by Alexander Wang will be included in Taipei 101 flagship store, offer a full collection of Alexander Wang for customer.
Alexander Wang Only has women’s wear, the product line has ready-to wear, handbags, shoes and accessory. The style of this brand is modern, simple, and chic. Many celebrities which include Rihanna and Sarah Jessica Parker etc. all love his design.
T by Alexander Wang This sub-brand T-by Alexander Wang is designed for the customer who love designer garment but budget is insufficient. This brand has men’s wear and women’s wear and the style are very casual and sporty. Alexander Wang just depend on this brand worn GQ’s 2011 Best New Menswear Designer in America award.
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Store vision
The vision of Alexander Wang flagship store Taipei 101 is city. Designer Alex who wants to make every urban people feels confident and comfortable, therefore, his collection is modern, simple and involve many fancy details of his design. Alexander Wang 101 store’s interior is based on the style of designer’s creativity and mix Taiwanese local culture to create an unique store interior design. The philosophy of this store is let every customer who comes into the store just like they walk though the city. Many city images are a part of the elements of interior design, such like zebra crossing, glass wall, city central park and city skyline. Otherwise, high-tech LED monitor will be designed as a wall to play Taiwan’s distinctive sightseeing.
Alexander WAng Taipei 101 flagship store floor plan
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storage room
city skyline rail
fitting room
cash table glass case table
tree rail
skyline rail
bag skyscraper shelf
shoes fixed shelf
city skyline rail
zebra crossing stage
window display 7
city skyline rail
glass wall and LED monitor
fitting room
storage room
cash table glass case table shoes fixed shelf
zebra crossing stage city skyline rail
skyline rail
bag skyscraper shelf
tree rail ay
pl s i d ow
wind 8
Concept Skyline rail When people stand on the top to overlook the city, the beautiful skyline will definite makes people stunning. The most obvious and impressive image of city is skyline, in Alexander Wang store, skyline will be designed as a rail to hang on cloth and will be installed on the wall.
Skyscraper tower Skyscraper is one of important elements of city, in Alexander Wang 101 flagship store, the Taipei 101 is also designed as a tower shelf. Taipei 101 tower shelf is a stage to display bags and the side to face the entrance where will put a mannequin sit on the tower shelf, this area is also a focal point to attract consumer come into the store.
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Zebra crossing stage Zebra crossing signal will be changed to a white stage where to display shoes. The stage will be putted horizontal but not regular, and shoes will be putted on their, just like people in store who really cross the road.
Central park A city needs a green park to let people take a break. The concept comes from New York central park, every citizen wants a place where can take a fresh breath and take a rest. This area will use many elements from park such as tree, grass and bench. Trunk will be designed as a rail to hang on garment, grass and bench is display area.
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Glass wall When 1851 build the first glass wall building for Universal Exposition, it seems announced that modern building’s generation was coming. Nowadays , glass wall can be viewed as a most modern building style, almost every big city has this kind of building. The wall of Alexander Wang store design will use glass wall to create metropolitan ambiance.
LED monitor wall
LED monitor wall will be installed behind the glass wall in the store. The content of LED monitor wall is all about Taiwanese landmark and sightseeing, mix local features to create an unique flagship store.
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Window display The idea of window display is urban monster. Women seem ruled the city already, they can do what they want, even sit on the skyscraper easily. The shape of the whole widow display is a triangle, and the focal point is the mannequin sitting on the building. Otherwise the zebra crossing is a stamp to paste one the window, which symbolizes woman can walk through city without any restriction, and the zebra crossing is also a reverse triangle to balance whole triangle display.
Window display sketch
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Location
The first Alexander Wang store will be located in Taipei 101 3rd floor, which has 90 square meters. The 3rd floor has been positioned “Galleries Couture”, every brand locate in this floor which is top high-end fashion brand. Alexander Wang flagship store on the floor is between Louis Vuitton and Dolce&Gabanna. According to the project research shows, Louis Vuitton has highest turnover in Taipei 101 shopping mall, and this is Chinese tourist’s favourite brand, for this reason, consumer will notice Alexander Wang store easily and enable to link Alexander Wang which is a top fashion brand in their mind. At present, the Hsinyi Planned District is Taipei’s only large-scale master-planned district. Its comprehensive structural plan has attracted numerous businesses and made it Taipei’s new city center. Taipei 101 is located at the very center of the Hsinyi Planned District, its main building occupying around 81,072 square meters. The Hsinyi District features spacious boulevards, landscaped parks and lovely mountain views and is considered one of Taiwan’s most livable environments.
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Taipei 101 map
Taipei 101 3rd floor map 14
Real store location in Taipei 101
Alexander Wang flagship store location in Taipei 101 (now is KENZO)
Alexander Wang flagship store is between Dolce & Gabbana and Louis Vuttion
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EPOS system
To record sale condition and offer best service to customer, Alexander Wang flagship store in Taipei 101 mall will install Electronic Point of Sales (EPoS) systems. EPoS Systems, provide a fast and efficient way of dealing with customers. It handle the calculations involved in sales, issue receipts, these have historically been the main function of normal tills. EPoS also can integrate directly with credit card payment systems, keep track of stock levels and of course keep track of customer information. The ability to manage stock and CRM (customer relationship management) allows EPoS systems to make a measurable difference to the bottom line.
Objections
Raising brand awareness is primary objection for Alexander Wang. The designer Alexander Wang opened his fashion business in 2005, compare with popularity of many hundreds of historical fashion brands, the brand awareness of Alexander Wang has been found less than ten years which is weaker for consumer although the designer has worn many awards and been reported by medias. For the purpose to increase brand awareness, a serious of promotion and public relation strategy will be arranged. At first, the fist flagship store in Taiwan of Alexander Wang will be launched in Taipei 101 shopping mall, celebrities and medias will be invited to attend the flagship store opening party and expect consumer notice the information through the media. Secondly, media buying also will be adopted for promotion on print media and billboard. Expecting the brand awareness will be developed from these campaigns.
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Target Audience The target audience of Alexander Wang flagship store is traveller, especially for Chinese traveller and Taiwanese local people.
Chinese traveller : According to the report from Taipei 101, Chinese traveller is the main customer for 101 shopping mall, moreover, the semi-independent travel policy will be performed for Chinese soon. Once the policy has been executed, the tourist number for 101 will be much prosperous in the future, and the turnover for store will be more optimistic.
Taiwanese local people : Based on the questionnaire shows, the sense of identity is one of a key consumption motivation for Taiwane s e c onsumer. T he de si g n er Alexander Wang is Taiwanese America, Taiwanese people will depend on the factor to increase the will for shopping.
Key Message
As the objection mentioned, the purpose for public relation for Alexander Wang is to raise the brand awareness, however, increasing popularity is insufficient, it also needs to be linked to high-end fashion brand. Although the price range of Alexander Wang is middle-high in fashion business, the image should be connected to top fashion brand. The personality of Alexander Wang brand is modern, simple, unique and distinctive, these elements are not enable to attract Chinese visitor, the essential consumption motivation for them is the sense of superiority, thus the image for Alexander Wang should be formed as high-end fashion brand to create shopping desire. 17
Strategy
The PR strategy for Alexander Wang will combine many kinds of media and activity to create maximum promote effect, which includes opening party, ad exposed, placement marketing and use online social media to achieve this purpose. The detail of strategies are as follows.
Alexander Wang Taipei 101 flagship store opening party T Purpose:
announce Alexander Wang flagship store has been opened in Taipei 101, expecting media through opening party activity broadcasting this information to people, and raise the image higher.
T Content:
Taiwan’s fashion designer has less opportunities to step on world’s fashion industry, Alexander Wang is a Taiwanese America, the opening activity would use this feature to attract media to interview, and expect that it would increase impression for Taiwanese people. The most necessary part for this activity is ribbon-cutting, designer Alexander Wang, president of Taiwan and many celebrities will perform this ceremony together. After that, it will has a banquet in the store, the designer will lead everyone who is attendance to introduce store and newest collection. Finally, every guest will have a wonderful party with fascinating music. Every moment will be live broadcasted online.
T Location: Taipei 101 3rd floor Alexander Wang flagship store T Media list : Newspaper: fashion & entertainment journalist Magazine: fashion, entertainment, design, business, luxury, gossip magazine Online media: online news journalist, fashion blogger TV news: every TV news channel in Taiwan 18
T Date: 1/06/2011 T Time: PM5:30 T Rundown: Time
celebrity list: Barbie Hsu , Takeshi Kaneshiro , Dee Hsu
Activity name
Activity content
17:30 -18:00
Media&guest registration
Count attendance
18:00 -18:30
Opening ribbon-cutting
Designer, 101 president and celebrities cut together
18:30 -18:50
Store introduction
Host and designer introduce new store
18:50 -19:05
Media interview time
Media interview
19:05 -21:00
Party time
Offer food and musician
21:00 -
The end 19
Advertising T
Purpose:
T
Content:
T
Ad platform:
raising brand awareness of Alexander Wang and spread information of store opening hoping stimulate shopping desire of consumer to create high profit in the future.
use exiting advertising of Alexander Wang headquarter which includes printing ads, electronic advertising, online advertising. Portion adverting content need to be translated to Chinese.
Newspaper:
Four mainstream newspapers in Taiwan are included, the advertising will be revealed on entertainment front page.
Magazine:
Fashion, entertainment, design, business, luxury, gossip magazine are included, the advertising will be posted on the first page.
Outdoor billboard:
The billboard will be posted on the high fashion shopping area where has stream of people, and will hang a giant advertising on Taipei 101’s external wall.
Online media:
Flash video or any kind of web advertising will be posted on fashion website and portal site, otherwise, high-tech electronic device is also contained, like Iphone and Ipad application etc.
Placement marketing:
Sponsor TV soap opera or movie, music video to expose Alexander Wang’s product, this action will make different type’s customer enable to notice brand Alexander Wang. 20
Online communication T Purpose:
Due to online social media such like twitter and facebook have been developing very well these years, the features of social media are easy, quick and convenience. The commercial module for deliver information which is not a one way communication of business to customer anymore. The communication methods in social network already turned to mouth marketing, one recommendation from friend the effect is better than thousands advertising from business. Based on these changes, online communication strateg y for Alexander Wang create issues and information for online user and hoping them can share information to their friends through social media to create mouth marketing effect to acquire people’s reliance.
Content : T Official website:
Alexander Wang’s content in official website is very complete, which includes runway show, lookbook of every season, otherwise, the latest news of brand is also released from website, even more it offers online shop for customer as well. However, for Asia’s customer, it needs to offer Chinese and Japanese edition on website and adds share button to social media that consumer can share what they like immediately. Official website will also live broadcast opening party of Alexander Wang 101 store.
Facebook:
Create a Alexander Wang facebook page for facebook user, release latest news, photo etc. instantly and interact with facebook user to create two-way communication. Facebook’s users come from over the world thus recommend use English for communication.
Twitter:
Create a Alexander Wang twitter page for twitter user, release latest news, photo etc. instantly and interact with twitter user to create two-way communication. Tw itter’s users come from over the world thus recommend use English for communication.
Sina micro-blog(Chinese twitter):
Create a Alexander Wang Sina micro-blog page for Sina micro-blog user, release latest news, photo etc. instantly and interact with Sina micro-blog user to create twoway communication. Sina micro-blog users come from over the world thus recommend use Chinese for communication. 21
Timeline
From Mar. 1 to Nov. 18
A l e x a n d e r Wa n g f l a g March.
April.
Mar.1 to Nov.18
Mar.1 to Apr.1
May.
June.
A l e x a n d e r
W a n g
f l a g
develope interior concept and theme
Apr.25 to June.25
install store interior
Apr.2 to Apr.23 plan (design drawing)
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July.
ship store openning August. s h i p
September.
s t o r e
October.
November.
p r e p a r i n g
Sep.1 to Nov.1
openning party preparing
Sep.1 to Nov.1
perform printing ads advertising
perform outdoor billboard advertising Sep.1 to Nov.1 perform placement marketing
June.27 to Oct.31
Nov.11 to Nov.15
final checking and reheasal
Nov.18 openning day
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Budget Location Item
Price
Note
Rental
72000
1 level ground is 300pound, the store has 30 level ground and prepare 8 months
Interior Item
Number
Price
B l a c k m a r b l e 30 level ground 777 floor LED glass wall 2 whole walls 50000 Metal ceiling 30 level ground 1500 Rail system 2 whole walls 600 Tree rail 1 200 Bench 1 600 Artificial grass 1 30 Case table 1 300 Stage 5 300 Epos system 1 4000 Tower shelf 1 600 Mannequin 5 500 Window display 200 Mirror 6 600 Chair 2 200 Cashier desk 1 300
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Note
Opening party Item
Number
Food and drinking DJ 1 Invitation 80 Decoration Ribbon 1 Press kits 50 Celebrity attendance 2 fee
Price
Note
1000 1500 400 400 10 5000 40000
Advertising Item
Number
Price
Printing advertising Placement marketing Outdoor billboard
5magazine x 4 newspaper 60000 1 movie 3000 3 6000
Total budget 188217 pound 25
BIBLIOGRAPHY Floor http://andrea06.stonecontact.com/ price/Marble/Nero-Marquina-MarblePrice-_1846.htm
EPOS http://www.epos-epos.co.uk/ePos_ Articles/How_Much_Does_An_ePos_ System_Cost.aspx
LED WALL http://led6371.diytrade.com/ sdp/1347807/3/pd-5785038/77764392234281/%E5%A4%A7%E9%9B%BB%E8% A6%96%E7%89%86%E5%83%B9%E6%A0 %BC.html
Metal ceiling http://www.web66.com.tw/web/ UPT?UPID=72575
Bench http://www.i-house.com.tw/product/ detail/id/254722
Artificial grass http://artificialturf.pixnet.net/blog
Glass case table http://store.pchome.com.tw/laigood/ M07809108.htm
Mannequin http://www.store-fixture.cn/store-fixture/ MANNEQUINS-and-FORMS/ABSTRACT. htm
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