Mission This is a Collaboration between Opening Ceremony and Y-3, which seeks to bring the two customers even more together. It is based to Yohji Yamamoto many Samurai inspired pieces and Opening Ceremony’s streetwear style. This is base on the idea of an urban samurai. The collection features many pieces that can be used as basic and can stand alone. We’ve set the price range to be from $80 to $200, making it an affordable release even for customers that many not know much about Y-3. We believe this collaboration can be beneficial to both parties, and bring new customers to both brands.
Customer Male Age: Early 20s - Mid 30s Personality: Care Free, Adverturer, Artist Income: 50.000 - 85,000 Yearly Chic urban guy, kind of nerdy, loves music, traveling hanging out in the city. Likes simple colors (Blacks, whites, gray) but interesting designs. He loves art, fashion, and the urban lifestyle and brands. He wants to have fun, and enjoy his time, he doesn’t care about the nah sayers or the people that may think his is weird. He likes what he likes and he will live coolly while doing it.
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Hang Tag
Merchandising Board
Brick and Morter Stores Locations Opening Ceremony New York 35 Howard Street New York, NY 10013 Opening Ceremony Men’s Shop 33 Howard Street New York, NY 10013 Opening Ceremony at Ace Hotel 1190-1192 Broadway New York, NY 10001 Opening Ceremony Los Angeles 451 North La Cienega Boulevard Los Angeles, CA 90048 Opening Ceremony Omotesando 6-7-1-B Jingumae Shibuya-ku Tokyo 150-0001
The Store display is based on the New York store, the main displays will be a wire fence cage as it takes from the logo of the collaboration and a large wall with accessories displayed below. This area is raised up a bit giving it more of an attraction, this area will comforter to the customers while shopping . Clothes will be displayed on old clothing racks and a little shelving.
Marketing
media and word of mouth when buying products, as will as notoriety. Opening Ceremony as a brand knows their customer cares about a feeling of exclusivity , so we will stick to giving customers a feeling of exclusivity in this collaboration as well and not overly advertising the it to the public.
On the left there is a sample of marketing on the website. and of the right is sample of marketing and advertising on Complex. We mostly plan on using urban magazines like Complex and Hypebeast to advertising because this is where our customer goes to learn about the latest news. We believe that the urban customer mostly uses social
Like we said, we will be doing a lot of marketing through Social Media, because we know that is where our customer is, so we will be using sites like Instagram, Twitter, and Facebook to our advantage . We also plan on opening a Snapchat just for the project, to give customers , quick daily update on the collaboration and encourage followers to update under the hashtag #Y3OC, to help word of mouth between users and friends. Opening Ceremony and most urban brand don’t do a lot of PR, as to keep the exclusivity of the brand, I like said before. We believe social media, marketing through urban news sources and word of mouth is what will drive the sales of the collection; also the customers that trust either or both brands.
For the opening we plan on having a raffle, three people will get a Y-3XOC basic shirt long sleeve top, this will account to a lost of $255, as each shirt is $85, there will be much more of a gain as it will display the collection to the public and bring people into the store in general which would not only be a gain for the the collection but the store in general. So we believe this would be the best way to attract people to the store around the opening. We plan on setting up these posters near the store toward the end of july to bring in business and interest. Opening Raffle 3 People, 3 Gifts 7:00pm 8/20/2017 Top Floor
Customer Service Our OC sale associates, will be educated on the Y-3XOC product line to ensure they can in turn educated customer, as well as educated on the Y-3, as they will be informed to tell customers about the upcoming collaboration two month ahead of the release time. Associates working exclusively on the top floor will be offered two short sleeve Y-3XOC basic tops(White and Black), which will not be sold until spring/summer.
Future Promotion