X POP UP BOX
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AMBITION TO CREATE NOVEL EXPRESSIONS
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E xec u tive Summa r y
Compan y Ove rvie w
Corporat e Soc i al Re s pon s ib i l i ty
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Targe t C u s tome r
A cn e Stu dios Pop -up Box
52 Pop- u p Box In t eri or
13 Co m p et i t io n
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Pop - u p B ox E x ter io r
Po p-u p Box F loor Plan
63 Pop - u p B ox E x pensis
66 94 Assort me n t Plan
Promotion
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Exe cu ti ve S u mma r y
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Acne St u dios is mu lt idis ciplin ary fa shion hou s e bas e d in St ockh olm. Fo unde r an d C reat ive Dire ct or Jon n y Jo han s s on ’s in t e re s t in phot ography, a rt, arch it e ct u re an d con t e mporary c ultu re has t u rn e d Acn e St u dios in t o a well- re cogn iz e d creat or of ready- t owea r, magaz in e s , fu rn it u re , books an d exhi bit ion s . Th rou gh it s con t e mporary a pproach, Acn e s t u dios has s pread its win gs acros s As ia wit h s e ve ral lo cat ion s an d wit h on e s t ore in Hon g Ko ng . The Hon g Kon g s t ore is locat e d at th e ce n t ral dis t rict an d wit h on e o penin g at Cau s e way bay. Hon g Kon g’s Ko wloon C it y dis t rict has n ot ye t be tested by A cn e s t u dios an d a popup locat ion at t he Harbou r cit y, Ts im Sha Ts u i will be a pe rfe ct locat ion t o test t he n e w in creas in g cu s t ome r bas e fo r A cn e an d t o reach t o a broade r a udie n ce be fore ope n in g a brick an d mo tor s t ore .
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Co mpa n y O ver view
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Acne St u dios is a St ockh olm- bas e d fas h ion ho use wit h a mu lt idis ciplin ary approach . Thro ugh fou n de r an d Creat ive Dire ct or J o nny Joh an s s on ’s in t e re s t in ph ot ograph y, a rt, a rch it e ct u re an d con t e mporary cu lt u re , a n a lt e rn at ive pat h h as be e n fou n d, t u rn in g Acne St u dios in t o a we ll- re s pe ct e d creat or o f ready- t o- wear, magaz in e s , fu rn it u re , bo o ks an d exh ibit ion s . The colle ct ion s are de fin e d by Jon n y J o ha n s s on ’s s ign at u re ju xt apos in g de s ign a nd att e n t ion t o de t ail, wit h an e mph as is on ta ilo rin g an d an e cle ct ic u s e of mat e rials an d custom- de ve lope d fabrics . Th e colle ct ion s co v er me n ’s an d wome n ’s ready- t o- wear, f o o twear, acce s s orie s an d de n im. Acne St u dios is h ou s e d wit h in a h is t oric buildin g at Lilla Nygat an 2 3 in t h e h eart of O ld Town in St ockh olm. In addit ion t o t h e Sto ckh olm h eadqu art e rs , A cn e St u dios h as f la gsh ip s t ore s in Paris , Lon don , Ne w York City, Los A n ge le s an d Tokyo.
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Co rp o rat e s o c ia l Res p o n s i bi l i t y 9
/ Acne St u dios aims t o produ ce all produ ct s a s res pon s ibly as pos s ible . Th is is a co ntinuin g proce s s be t we e n A cn e St u dios a nd its man u fact u re rs . A cn e St u dios is als o co lla borat in g wit h Fair Wear Fou n dat ion to ensu re t h at t h e proce s s is as s e cu re as po ssible . Be low you can down load t h e cu rre n t co de o f con du ct t h at all man u fact u re rs h ave to a gree t o. Code of Labor Pract ice Acne St u dios S ocial Re port 2 0 1 4 /2 0 1 5 FWF B ran d Pe rforman ce Ch e ck 2 0 1 4 /2 0 1 5
/ A c n e St u d io s cod e of la b or pra c t ices 1. E mplo y ment is fre e ly ch os e n 2. No discr iminat ion in e mployme n t 3. No ex plo itation of ch ild labor 4. Freedo m o f as s ociat ion an d t h e righ t t o co llectiv e ba rga in in g 5. Pa y ment o f a livin g wage 6. No excessiv e w orkin g h ou rs 7. Sa f e a nd hea lth y workin g con dit ion s 8. Lega lly bindin g e mployme n t re lat ion s h ip
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Co mpet i t i o n 13
/ DIRECT A LEXA NDER WA NG RAG A ND BONE ST ELLA MCCA RT NEY INDIRECT TOGA OFF-WHIT E T IBI
D irec t Co m p et i t io n
/ The dire ct Compe t it ors for A cn e Studios are A lexan de r Wan g, Rag a nd Bon e an d St e lla Mccart n e y. Th e chos e n compe t it ors h ave s ome ve ry key s imilarit ie s wit h A cn e . Th e fe w similarit ie s t h at are pre s e n t wit h in thes e bran ds are : // S imilar ae s t h e t ic an d bran d valu e // Equ ivale n t price ran ge // Paralle l t arge t cu s t ome r // Available in Hon g Kon g (brick an d mot or + re t ail s t ore s ) // Locat e d n ear A cn e St u dios s t ore an d re t ail pre s e n ce
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A lex a n d er Wa ng
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Alex a nd e r Wan g is an A me rican fas h ion designe r. He lau n ch e d h is firs t fu ll wome n ’s co llection in 2 0 0 7 . Th e labe l e mbodie s ca sua lly cool down t own s t yle , drawin g inspirat ion from t h e e igh t ie s , Fre n ch ch ic, an d ro ck gru n ge — always fin is h e d wit h a s lou ch y ro lled-ou t - of- be d e dge . Wan g lau n ch e d a diff usion lin e of pe r- weat h e re d cott on t e e s , ta nks, an d T- s h irt dre s s e s in s prin g 2 0 0 9 , T by Alexan de r Wan g, as we ll as a foot wear co llection of t owe rin g plat form s an dals . He wo n the CFDA /Vogu e Fas h ion Fu n d in 2 0 0 8 , a n ho n or accompan ie d by a $ 2 0 ,0 0 0 award to ex pan d on e ’s bu s in e s s . - He de s cribe s h is sty le a s “M.O.D - mode ls off- du t y”. Dur ing Ne w York Fas h ion We e k in Fe bru ary 2012, Wan g ope n e d h is firs t flags h ip s t ore in So ho, wit h on e t o come in Be ijin g. HO NG KONG LOCAT ION: ALE XANDER WA NG - HA RBOUR CITY G 308, GAT EWAY A RCA DE, HA RBOU R CITY, TSIM SHA T S UI, HONG KONG
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16 BR A ND’ S A ESTH ETIC PAGE
Ra g a n d B o n e
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Fro m it s origin s in Ne w York in 2 0 0 2 , rag & bo ne in s t an t an e ou s ly dis t in gu is h e d it s e lf by co mbin in g Brit is h h e rit age wit h dire ct ion al, mo der n de s ign . Today, t h e bran d h as be come sy no ny m ou s wit h in n at e ly wearable clot h in g that inn ovat ive me lds clas s ic t ailorin g wit h a n edgy ye t u n de rs t at e d Ne w York ae s t h e t ic. Inspired by a de s ire t o creat e beau t ifu lly co nstr u ct e d clot h e s , rag & bon e pride s it s e lf in the time - h on ore d t e ch n iqu e s of s u pre me ly skilled, local man u fact u re rs at s ome of the o ld e s t fact orie s in t h e cou n t ry. Th e impo rtan ce of qu alit y, expe rt craft s man s h ip a nd atte n t ion t o de t ail re s on at e d de e ply, inf o r min g t h e bran d’s core ph ilos oph y. With a down t own s e n s ibilit y, s ign at u re clean silho uett e s an d an in h e re n t in t e grit y, rag & bo ne con t in u ou s ly re de fin e s u rban s t yle . HO NG KONG LOCAT ION: R AG AND BONE - INT ERNAT IONA L FINA NCE CE NTE R, 8 FINA NCE ST,CENT RA L, HONG KO NG
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Stella M c c a rt n ey
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Stella M cCart n e y lau n ch e d h e r e pon ymou s f a shio n h ou s e in a part n e rs h ip wit h Ke rin g a s a 50/ 5 0 join t ve n t u re an d s h owe d h e r firs t co llection in Paris in Oct obe r 2 0 0 1 .St e lla McCa rtne y doe s n ot u s e an y leat h e r or fu r in her desi gn s . He r colle ct ion s in clu de wome n ’s rea dy -to- wear, acce s s orie s , lin ge rie , e ye wea r, f ragran ce an d kids . Stella McCart n e y n ow ope rat e s 51 f reesta ndin g s t ore s in locat ion s in clu din g Ma nhattan ’s S oh o, Lon don ’s Mayfair an d Bro mpton Cros s , LA’s We s t Hollywood, Paris ’ Pa la is Royal, Milan , Tokyo, S h an gh ai an d Beijing. He r colle ct ion s are n ow dis t ribu t e d in o v er 77 cou n t rie s t h rou gh 6 0 0 + wh ole s ale a cco unts in clu din g s pe cialt y s h ops , an d depa rtm e n t s t ore s , as we ll as s h ippin g t o 100 co u n t rie s On lin e . Stella McCart n e y’s commit me n t to susta inabilit y is e vide n t t h rou gh - ou t all h e r co llection s an d is part of t h e bran d’s e t h os to being a re s pon s ible , h on e s t , an d mode rn co mpa ny H O NG KONG LOCAT ION: STE LLA MCCA RT NEY PE DDE R ST, CENT RA L
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LA NDMA RK,
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H AR BO U R CITY, S HOP 1 3 1 OCEA N CENT RE, H AR BO U R CITY, T S IM S HA T S UI SO GO HONG KONG, 5 5 5 HENNES SY RD, CAUSE WAY BAY 19
20 BR A ND’ S A ESTH ETIC PAGE
I ndirec t Co m p et it io n 21
/ The i n dire ct Compe t it ors for A cn e Studi os are Toga, OFF-WHIT E an d Tibi. The c h os e n in dire ct compe t it ors h ave so me s imilarit ie s wit h A cn e ye t t h e s e belo w fact ors doe s n ot dire ct ly affe ct Acne St u dios . Th e fact ors are : / / Focus more on certain gender (Tibi is a wome n s wear bran d an d Off- wh it e ke y cu s t ome rs are male ) // Not ext e n s ive ly available in Hon g Kon g // Targe t t o a borde r au die n ce (e .g Tibi focu s more t owards a olde r, s oph is t icat e d cu s t ome r) // More we ll- kn own in t e rn at ion ally t h an in Hon g Kon g an d h ave a s malle r au die n ce reach
To g a
/ Ya suko Fu ru t a, t h e woman be h in d h ip labe l To ga . He r bran d is h e lpin g re de fin e Japan e s e f a shio n for a wh ole n e w ge n e rat ion t h an ks to her u rban , mu lt i- laye re d s ilh ou e tt e s a nd cou t u re fabrics . S oon , h e r mix of deco ns t ru ct ion s vin t age clot h e s , Japan e s e street f as h ion an d cou t u re att ract e d fan s bot h at ho me an d in cit ie s s u ch as Paris , wh e re s h e sta rted s h owin g at Fas h ion We e k in 2 0 0 5 . To ga’s lat e s t au t u mn - win t e r colle ct ion was bro ugh t t o Hon g Kon g; lau n ch a Toga popup sto re at Joyce in Pacific P lace . Th e s pace , which is ope n u n t il S e pt e mbe r 3 0 , als o h ou s e s a select ion of vin t age clot h e s . Han d- picke d by the de s ign e r, t h e y in clu de t wo- t on e fau x f ur ja cke t s , glitt e ry s weat e rs an d 1 9 5 0 s - s t yle knits. To ga cl ot h in g is ve ry s imilar t o A cn e ye t it ta ke ins pirat ion from vin t age garme n t s an d Acne f rom fu t u ris t ic de s ign s .
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OF F-W h i t e
TM
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O FF-WHIT E c/o VIRGIL A BLOH™ is a fas h ion la bel root e d in cu rre n t cu lt u re at a t as t e - le ve l pa rticular t o n ow. Wit h a s pe cific opin ion an d no t ne ce s s arily s ame wit h vis ion s eas on al men’s an d wome n ’s colle ct ion s are offe re d. There is a produ ct offe rin g of t h e bran d als o in the realm of fu rn it u re an d ready made go o ds t o fu rt h e r re in force an approach t o lif esty le. All produ ct s are bas e d in a con ce pt t h at a da pts from s eas on t o s eas on . Man u fact u rin g is ba se d in Milan wit h a core valu e of t h e bra nd t o be made from t h e be s t available a nd part icu lar opin ion re gardin g fabric, fit a nd f a bricat ion . The res u lt is t o be a you n g bran d e mbracin g the no w in a s oph is t icat e d man n e r. O FF-Wh it e h as an ae s t h e t ic wh ich is ve ry street an d you n g ye t it s pre s e n ce in Hon g Ko ng is s mall. Wit h on e s t ore in cau s e way ba y ; it has ye t t o expan d.
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Ti bi
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Tibi is an A me rican fas h ion compan y bas e d in New York Cit y. It was fou n de d by A my Smilo v ic in 1 9 9 7 . Tibi be gan wit h a s mall co llection con t e mporary dre s s e s . It n ow pro duce s e le ve n wome n ’s wear colle ct ion s per y ear an d a fu ll lin e of wome n ’s s h oe s . Tibi is sho wcas e d in t h e t e n t s of Lin coln Ce n t e r ea ch seas on du rin g Ne w York’s Me rce de s Benz Fas h ion We e k. Tibi-bran d clot h in g is s old in man y s t ore s wo r ldw ide in clu din g Be rgdorf Goodman , S aks Fifth Ave n u e , Ne iman Marcu s , Bloomin gdale s , Ha r v ey Nich ols , Harrods , an d S e lfridge s . Th e f ir st Tibi re t ail s t ore ope n e d in S e pt e mbe r 2006 in Ne w York. Smilo v ic be gan Tibi in Hon g Kon g in 1 9 9 7 a nd, than ks t o s ome we ll- t ime d lu ck an d hustle, qu ickly garn e re d att e n t ion in U.S . Due to it s root e d pre s e n ce in Hon g Kon g it ca n attract A cn e ’s t arge t au die n ce .
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Ta rget C u s t o mer
/ Fo r Acn e St u dios pop- u p box; all cu s t ome rs a re w ome n as t h e pop- u p will on ly h ol d wo men ’s ready- t o- wear s prin g s u mme r 2 0 1 7 . The targe t cu s t ome r ’s age rage s be t we e n 2 035 y ears . For t h e pop- u p, cu s t ome rs we re div id e d in t o t h re e main t it le s . Th e t it le s are listed be low: // // //
Hon g Kon g bas e d cu s t ome rs Fre qu e n t t rave le rs Main lan d t ou ris t s
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H o ng Ko n g b a sed C u s t o mer
A LIC IA K E IT H
AGE 25 UK Fashion Blogge r HKD around 120k annual Al icia Ke it h is a Hon g Kon g bas e d Blogge r wit h a min imalis t ic ye t t re n dy a e s t h e t ic. S h e works as a fre e lan ce stylis t . S h e bas e h e r blog pos t s on s t re e t style . S h e mos t ly s pe n ds h e r we e ke n d trave lin g ou t s ide Hon g Kon g t o explore diffe re n t cu lt u re s an d art . S h e be lie ve s in bu yin g ke y pie ce s from bran ds t h at a re aware of e t h ical an d s ocial is s u e s ; f u rt h e rmore , are e n t h u s ias t ic abou t givin g back t o t h e s ocie t y. S h e love s trave lin g an d explorin g diffe re n t cou n t rie s wit h u n iqu e root e d cu lt u re s .
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Frequ en t Tra veler Cu s t o mer
JA DE A LE XA N DE R
AG E 32 Ba sed in Hon g Kon g/ or igin a lly f rom Ja p a n Bu sin ess Women H KD a rou n d 320k + a n n u a l Ja d e Alexan de r is a s u cce s s fu l entre pre n e u r an d a h ou s e wife . S he is a prou d fe min is t an d be lie ve s in breakin g tox ic s ocie t al n orms . S he is a s e lf made individu al wh o e mpowe rs ot h e rs by her work an d is con s ciou s t owards env iron me n t al an d s ocial con ce rn s . S he plays h e r role by bu yin g organ ic foods to e t h ically re s pon s ible clot h in g which wil l leave litt le t race of carbon foot prin t . She creat e s aware n e s s by u s in g On lin e plat forms ( In s t agram, t witt e r) an d plays her role in bu ildin g a be tt e r s ocie t y for futu re ge n e rat ion s . S he pre fe r bu s in g c lot he s from on e s in gle locat ion ( Malls ) becau s e of he r bu s y S ch e du le .
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M ain la n d To u r i st s C u s t o mer
JASMIN E LIM
AGE 35 M ain la n d C h in es W if e, mot h er a n d a mod el R MB 500+ a n n u a l Ja s min e s pe n ds mos t of he r t ime juggling between her life as a mother and a m ode l. S h e h as t o be ready e ve ryday fo r me e t in gs , appoin t me n t s an d e ve n atte n din g e ve n t s wit h he r hu s ban d. She is more of a s ophis t icat e d dre s s e r bu t e ve ry n ow an d t h an s h e like t akin g r isks wit h clot h in g. S h e mos t ly s h ops in H on g Kon g du e t o con ve n ie n ce of wide va rie t y an d au t he n t icit y. S he mos t ly trave ls wit h h e r family an d like t o s h op from bran ds wit h dis t in ct ive ae s t h e t ic a n d s t yle s o s he make a s t at e me n t in pu blic.
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Acne St u di o s X Pop U p B ox
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ACNE STU DIO S PO P U P MO O D BOA R D
Po p U p O b j ec t i ves 37
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To introduce Acne Studios latest womens ready to-wear spring summer 2017 collection women and men
// Testing the Kowloon city district customer base and introducing the brand through Acne Studios own pop-up location // To bring awareness to Acne studios contribution towards the corporate social responsibility // To create an environment that depicts the aesthetic of Acne studios and holds an interactive component
Po p Up Lo c at i o n
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Harbour city Gateway Arcade ( ground floor) with double entrance connection
// Renting 300 sq feet location for two weeks period //
According to WHARF, “Harbour City is among the first malls in Hong Kong to incorporate art elements into mall events, making art appreciation part of people’s daily lives.” (Wharf holdings, 2015)
// Share the same idea of corporate social responsibility //
Retail revenue increased by 5% to HK$5,949 million. Occupancy rate was maintained at virtually 100%
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With retail stores, Harbour City also include offices, Apartments, hotel and clubs.
// Harbour City have a total GFA of 8.35 million square feet with an annual foot print of 80+ million //
Harbour City’s average retail sales of HKD $2,377 per square per month making it a perfect place to have the most number of vists and sales at the kowloon district in a short period of time
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ACNE ST U DIO S PO P U P LO CATIO N
Ac n e St u dio s X Pop Up B ox Colo r bo ard 41
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A c ne Studios X Po p Up Box E xte rior 43
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Pop Up E x t er i o r
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The idea of staying true to Acne Studios’ brand Identity by creating a Acne packaging box, which is easily recognizable
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Two Walls: Exterior wall is made out of Plexiglass Acrylic sheet in transparent and Interior walls painted in Acne pink
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The front of the store have two window displays on both sides of the entrance
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The front is trasparent; creating a welcoming and visually appealing and environment for the target audience
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A c ne Studios X Po p Up Box F l o or Plan
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Storage Room
In store AD
Mirrored Wall Shoe Rack (On the floor) Sitting Area (2 Stools)
Invisible Table (Transparent Crystal)
Rail Rack (connected to wall)
Sliding Door
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ACNE STU DIO S PO P U P F LO O R PL A N
Changing Room Cashier
Double-Rail clothing rack
Front Facing Display Wall Plexiglass Acrylic Sheet Partition Accessories Rack
Window Display 52
Acne Studios X Po p Up Box Inte rior 53
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Po p U p I n t e r i o r
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Colors: Acne pink, metallic and gray with some pop of colors
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Industrial feel through fixtures; similar to existing brick and motor stores
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Acne Studios strove for a Warhol Factory Atmosphere. In an interview with WSJ Johansson says, “We loved how they looked, the way they did things—whether you were old or young didn’t matter,” (The Wall Street Journal, 2013)
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Sculptural stainless steel walls, racks and rails
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Creating an impact through lighting (thin raws of strong lighting)
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Architect and designer, India Mahdavi’s Bishop stools enhanced the space with its Unique juxtapose shape. The pieces are made Of glazed ceramic, adding an organic element to the minimalist industrial interior.
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Acne Studios X Po p Up Box Inte rior 57
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ACNE STU DIO S PO P U P INTER IO R
Ac n e St u dio s X Pop Up B ox Fur n itu re 61
Bicephale (silver) India Mahdavi
Kartell Tables Transparent Crystal Color 28” Tall Height
Arabescato edition limitée Bishop stool India Mahdavi
Kartell Tables Transparent Crystal Color 16” Tall Height
rose poudre Bishop stool India Mahdavi
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Ac n e St u dio s X Pop Up B ox Ex pe n s e s 63
/ Expenses (Est) Design of Space: Exterior Fixtures: Interior Fixtures: technologyy: Shipping Cost: Wages: Rent and Utilities: Marketing:
HK$ 90,000 HK$ 50,000 HK$ 5,000 HK$ 55,000 HK$ 30,000 HK$ 166,500 HK$ 6,000
Total Expenses
HK$ 402,500
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Ass ort m e n t P l a n
Ab o u t Th e Co l l e c t i o n A c co rding the a rt icle by Ca mielle La wso n-Livin gs t on e on Fa shio niser s “ The Acn e St u dios s pr ing/summer 2017 ru n way w as full o f c o mfo rta b le billowy f a br ic s a nd lo o se silh ou e tt e s . Th e re were a lo t o f nat u ral t on e s , s ky blues a nd gra ys, ligh t gre e n s , y ello ws, bro wns, reds an d t au pe . Th e patter ns included s t ripe s , p a isleys, a rgyle a nd che cks in m u ltiple co lo r s a nd de t ails of t h e pr ints. In severa l e n s e mble s t h e re a re no less th an t h re e p r i nts a nd so me ha ve eve n more .” ( Fashio niser s, 2 0 1 6 ) Th e creative direc t or Jon n y J o ha nsso n at H ô tel Pot ocki d u r ing Pa r is Fa shio n We e k was i n s p ired by the refu ge e cris is i n E uro pe: Ara bic ge ome t ric p atter ns, patchwo r k, an d h an dk n ot a s seen o n byzan t in e ru gs , an d silho uettes o ften worn by n o ma dic tr ibes in the S ah ara. The collection holds a combination o f lo o se, ha nging jacke t s an d c o ats, a s well a s so me beau t ifu l ac cesso r ies. The shoe s s h own w i th the co llectio n we re mos t ly f lats, in a va r iety o f sh ade s an d d eta ils. Th e specific ta ilo r ing of t h e Acn e Studio s rea dy-to -wea r colle ct ion f o r spr ing a nd summe r 2017 m akes it c erta in that a l t hou gh t h e s ilho uettes in the c o ll e ct ion are o v e r sized, they a re sti ll fe min in e an d c o mplementa r y.
/ Assortment plan is Based on below reasons: // Hong Kong weather forecast // Spring Summer 2017 forecost on trends // Target customer profile // Brand identity and aesthetic // The sizes depends on already exsisting sizes at the brick and motor store as well as the retail locations
Product Categories // Coats & jackets // Shoes // Dresses // Knitwear // Blouses // Trousers // Accessories // Eye wear // Bags 66
Po p Up Box Assortm e n t Plan / Coats & j ac ke ts
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Po p Up Box Assortm e n t Plan / Shoe s
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Po p Up Box Assortm e n t Plan / Dresses
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Po p Up Box Assortm e n t Plan / Knitwear
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Po p Up Box Assortm e n t Plan / Blouse s
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Po p Up Box Assortm e n t Plan / Trousers
Po p Up Box Assortm e n t Plan / A c c essories
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Ac n e St u dio s X Assortme n t ch art
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Acne
Studios
X Assortment chart Classification
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Ac n e St u dio s X Plan o gram
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P l a nog ra m : A c n e St u dio s inter io r is indus t rial y et v er y minima listic. To creat e t h at s ea mless mo o d; t he c o h e s i v e ness within the colors an d a s s o rtment is a key p laye r. Th e c o l lec tio n is pla ced wit h in t h e s to re a s puzzle piec es c omin g t o geth er. All the designs an d s ilh o u e ttes a re mixed up yet t h e y c o m e t o gether a s o ne in e ve ry s in gle ra ck. A s y o u enter the sto re, the firs t ra c k h o lds a ll the a ccesso r i e s . It h o lds th e full ra nge at sta rt bu t as y o u m o ve within the sto re you c a n s t i ll get yo ur ha nds o n t h e i tems w hile lo o king fo r clot he s . Th e dis p la y ra c k is simple ye t h av e a po p-up o f c o lo r the s t ore n e eds . I t will ha ve c lo thing t hat i s o n tre nd yet identic a l to Acn e ’s
Ae s t he t ic. Throu gh ou t t h e s t ore t he as s ort me n t is divide d b y color ran ge an d s imilar se t s . The idea be hin d dividin g t he m u n do s imilar colors add a u n ifi e d e le me n t t hat e n h an ce t he mod e rn me chan ical look ye t ke e ping i t min imalis t ic. Du e t o t h e pop- u p box’s s m al l s iz e , it was hard t o dis p l ay e ve ryt hin g howe ve r by u s in g t he color ran ge an d s imilar s e t s t he whole as s ort me n t fall t oge t he r pe rfe ct t hou gh t ou t t h e s t ore . The color ran ge s t art s a bit for dark an d gloomy wit h s ome p op of color bu t as you walk wi t hi n t he s t ore an d e mbrace t he b ox ambian ce ; t he colors s t art t o b e more s u bdu e s an d t h e pallet i s 86 more pas t e l an d s prin g like .
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Pro mo t i o n
/ Promotional elements: // Posters //
In store promotion
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In existing stores (Advertisement)
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Facebook event page (571,159 page likes)
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Media Invites sent to South china post, hypebeast Hong Kong and to bloggers and influencer
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A small broacher to all the visitors to the pop- up regarding the corporate social responsibility
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Po p Up Box Prom otion / In Store
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Acn e s t u dios always hav e an in s t ore adve rt is e me nt t hat i s more on t he bas e s o f an art pie ce t h an an yt h in g e ls e . I t d oe s s howcas e on e of t he p rod uc t s bu t it s pre s e n ce is more t o d o wit h e n h an cin g t he am b i anc e of t he s t ore . The ch os e n i n s t ore pos t e r will be dis play e d at t he fron t e n t ran ce wall h ow e v e r i t i s n ot as s imple as it looks . I t i s an in t e ract ive pie ce . Wh e n y ou w al k in t h e backgrou n d col or i s g ray howe ve r as you move t o t he s i d e , it chan ge s it s color t o g ray. W hi l e it chan ge s t h e backgro und c ol or; you can e ve n s e e t h e m od e l walkin g t owards you g i v i ng y ou t he fe e lin g of t he ru n w ay. The whole idea be h in d t he w ork was t o creat e s ome t h ing t hat i s min imalis t ic ye t in t e ra c t i v e for t h e t arge t aud i e nc e .
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Po p Up Box Prom otion / Poste r
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Non e of t he Acn e proje c t s are an n ou n ce d t hrou gh t rad i t i onal adve rt is in g me t h ods . The compan y in t e n t ion ally h id e s i t s light u n de r a barre l, pre fe rri ng t o promot e t h e bran d t hrou g h Ac ne Pape r, alon g wit h it s s hi ft i ng ros t e r of collaborat ors and w ord of mou t h. Howe ve r Acn e has s t art e d t o s t e p ou t of it s c om fort z on e an d t ag alon g wi t h t he s ocial me dia as pe ct . For Ac ne , s t ayin g wit h t he pace of m od e rn s ocie t y is wh at make s t h e ir b rand con t e m p orary. A cn e doe s a lot of it s prom ot i onal bran din g t h rou gh Face book and wall pos t e rs on s t re e t s . It att rac t s t h e s t re e t s t yle s , as t he y are t he main cu s t ome rs . It e ve n broad e ns it s marke t t o n e we r cu s t om e r e ve ry t ime as it s ope n t o m os t of t h e p ub l i c . Th e pos t e r is ve ry s imple i n i t s in s t ru ct ion s bu t s t ill have a p l ay ful qu irky s ide t o it . Acn e packag i ng bag is u s e d t o he ight e n t he i d ea of t he pop- u p box whi l e t he ju xt apos it ion of image s from t he s prin g s u mme r colle ct ion i s us e d t o le t t he cu s t ome r kn ow t hat will be available at t he p op -up locat ion . Ove rall t h e wh ol e i d ea is t o att ract t h e t arge t aud i e nc e wit h a adve rt is e me n t whi c h i s s u bt le an d more art i s t i c .
References About Acne Studios. (n.d.). Retrieved November 02, 2016, from http://www.acnestudios.com/about/about.html Corporate social responsibility. (n.d.). Retrieved November 02, 2016, from http://www.acnestudios.com/hk/en/ about/csr.html The Wharf (Holdings) Limited. (n.d.). Retrieved November 14, 2016, from http://www.wharfholdings.com/eng/ about_overview_hc.html Spring Summer 2017. (n.d). Retrieved NOVEMBER 11, 2016, From https://www.wgsn.com/content/board_viewer/#/135720/page/1 Shang, A. (2016). Spring 2017 Tokyo Trend: Matching Sets. Retrieved November 14, 2016, from http://wwd.com/ fashion-news/trends/spring-2017-tokyo-trend-matching-sets-10689922/ Social media Usage in Hong Kong – Statistics and Trends. (n.d.). Retrieved November 14, 2016, from http://www. go-globe.hk/blog/social-media-hong-kong/ H. (2016). Acne Studios SS17 Womenswear Runway Collection Paris Show. Retrieved November 14, 2016, from http://www.instylelook.com/womenswear/acne-studios-ss17-runway-paris/ http://hong-kong-economy-research.hktdc.com/business-news/article/Hong-Kong-Industry-Profiles/Clothing-Industry-in-Hong-Kong/hkip/en/1/1X000000/1X003DCL.htm HK Economy | HKTDC Research. (n.d.). Retrieved November 14, 2016, from http://hong-kong-economy-research. hktdc.com/ India Mahdavi Bishop. Retrieved November 14, 2016, from http://www.india-mahdavi.com/65/mobilier/bishop. html Spring 2017 Runway Trends; Best Accessories, Retrieved November 14, 2016, from http://www.vogue. com/13493288/spring-2017-runway-trends-best-accessories/ Alexander Wang. Retrieved November 02, 2016, from http://www.vogue.com.au/celebrity/designers/alexander+wang,359 Yarger, Lynn. How to Succeed in Fashion Without Trying Too Hard. Retrieved November 02, 2016, from http:// www.wsj.com/articles/SB10001424127887324678604578340402927911328 Lawson-Livingstone, C. (2016, October 02). Fashionisers. Retrieved November 16, 2016, from http://www.fashionisers.com/fashion-news/acne-studios-spring-2017-rtw/ Alexander Wang Biography. (n.d.). Alexander Wang | #BoF500 | The Business of Fashion. Retrieved November 16, 2016, from https://www.businessoffashion.com/community/people/alexander-wang Fernandez, Stella. (2016). Acne Studios SS17 Womenswear Runway Collection Paris Show. Retrieved November 16, 2016, from http://www.instylelook.com/womenswear/acne-studios-ss17-runway-paris/ Harilela, D. (n.d.). Japanese designer Yasuko Furuta of Toga mixes it up with vintage. Retrieved November 16, 2016, from http://www.scmp.com/lifestyle/fashion-watches/article/1309184/japanese-designer-yasuko-furuta-toga-mixes-it-vintage
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MOCKUP PROJECT FOR FASM 410: RETAIL MANAGEMENT SCAD BY: SOPHIYA IQBAL WITH COLLABORATION ON INTERIOR DESIGN FOR THE STORE BY BONNIE YAU AND TIFFANY TAN
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