Alexander McQueen Pop Up Shop

B RITI SH G AR DE N MADISON DARNELL FASM.311

OSCAR.BETANCUR https://indd.adobe.com/view/72c35f4d-e13e-4bc4-880e-901f1474a02e

PROJECT.4

TA BL E OF C ON T ENTS VISION BRAND ANALYSIS BRAND POSITIONING PERCEPTUAL MAP CUSTOMER PROFILES MARKETING STRATEGY MARKETING MESSAGE LOCATION ANALYSIS STORE ANALYSIS INSPIRATION BOARDS COLLECTION STORE FLOOR PLAN FINAL RENDERS APP WIRE FRAME APP PROTOTYPE

VI SI ON STAT E ME NT With the Spring/Summer Ready-to-Wear Collection being released, Alexander McQueen will open pop up shops around the world. The collection was inspired by a rainy day in England and the creative director appreciating the blooming flowers.The collection deconstructs rain coats and old dresses and creates something new with floral embroidery. With the collection the pop up shop will feature an exclusive perfume, in which you can help make and customize at the store for an interactive experince.

The perfume will also be sold at a resonable price so not just the average Alexander McQueen consumer can purchase it. The pop up shop will have a greenhouse in the front on the store to showcase what the creative director saw that day, and that is where the perfume will be made and sold. In the back will be a section for the garments with a runway. The overall feeling of the store will be a reminisce from the rainy day in the British Gardens playing rain sounds faintly in the background.

BRAND A NA LYSIS

The luxury brand was founded by Lee Alexander McQueen in 1992. The house of Alexander McQueen is renowned for its conceptual designs, strong identity and unbridled creativity. The current Creative Director, Sarah Burton, produces critically acclaimed collections, driven by uncompromising craftsmanship and unparalleled vision. The brand’s mission statement is about creating garments that challenge the conceptual expression of culture and identity.

BRAND POS IT IO NI NG

Alexander McQueen is a fashionable luxury brand owned by Kering. Its major competitor is Stella McCartney, another Kering brand.

Alexander McQueen is on the pricier side, but is known for its exclusivity and high-fashion innovative crazy style.

PERC E PT UA L MA P

CU STO ME R PRO F I L ES

ELL E AGE: 19 JOB/OCCUPATION: Student LOCATION: New York PERSONALITY: Innocent, feminine, quirky, and shy.

INTERESTS: Passionate about the environment and

animals. Enjoys Sunday Brunch, going to the Met, dressing up, the color pink, walking through the park, and dances.

GE O RGIA AGE: 23 JOB/OCCUPATION: Photography/Socialite LOCATION: London PERSONALITY: Wild child, edgy, outspoken and outgoing.

INTERESTS: Passionate about equality and human

rights. Enjoys partying, fashion, protesting, social media and contemporary art.

NICOLE AGE: 45 JOB/OCCUPATION: Actress LOCATION: Los Angeles, California PERSONALITY: Classy, kind, sophisticated, and generous.

INTERESTS: Passionate about acting career family and

philanthropy. Enjoys art and history museums, couture, red carpets, PTA, and charity events.

MA R K E T IN G STR ATEGY Alexander McQueen’s social media accounts are all about aesthetic with hidden advertisements. The brand posts appealing pictures with captions telling you what the product is, but never gives you all of the details. For this pop up shop campaign we would promote it on Instagram, Twitter, and Facebook by posting photos and behind the scenes shots of the store and just post the location with the hashtag #McQueenBritishGarden . To get more information about the pop up shop you have to have the app downloaded and check it frequently. The app is also the only outlet to purchase and customize the perfume. There would also be advertisements in magazines and on billboards in the appropiate cities.

MA R K E T IN G ME SSAGE

British Garden Pop Up Campaign aims to link the concept for the latest Ready-toWear collection into a fun interactive experience for the consumer and bringing in new customers who can afford the Alexander McQueen brand.

LOCAT I O N A NAY L SI S

London, England is the home of the not just the brand, but the original concept of the collection. It seems only fitting that the pop up shop would first appear in London where the compant started. The London consumers can relate the most to the collection understanding the dreery rain of England but apprciate the beauty of the flowers. London is also one of the major fashion hubs.

New York City is the fashion hub of America. New York City is a popular tourist destination and a melting pot of different kinds of people. New York City is home to many artists and innovators.

New York is not just famous for its s hopping but also its parks. This pop up would be successful in New York due to its fashion district and the city’s love for nature.

Los Angeles, California, the city of stars.

Many major events happen in LA, such as movie premieres, charity events, movie sets, parties, award shows etc.

Many starts live in LA with fancy events to go to and are in need of fancy attire.

This pop up shop would do well here for people searching for movie star status wardrobe at easy access.

STOR E A NAY L SIS LONDON PRODUCTS: Women’s wear prices range from $250-$4,000 Couture garments start at $10,000 Perfume: $75 At each store you have the opportunity to customize and create your own fragrance through the app. At each location a specific flower acts as the main ingredient and plays a role in the exclusive packaging per store.

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PLAY ME!

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