Pop Up Store Coachella Valley Music and Arts Festival
LXFM 501 Professor: Alessandro Cannata xxx Weihan Alexandria Wilson Shaolinyi Fan Yichi Huang
Table of Contents
Executive Summary Company Summary Market Analysis Target Consumer Store Location, Design, Product Communication and Promotion Financial Plan Conclusion
Executive Summary
KENZO is a French brand owned by LVMH. With a rapid entrance to the global market, KENZO has 10 independent stores and 58 retailers throughout the United States. In this report, we will discuss a new approach to increasing brand awareness for KENZO. Our goal is to increase KENZO’s brand awareness and strengthen connections to our target consumers. In order to achieve this, we will strategically open a KENZO pop-up store during Coachella Valley Music Festival 2016 which hosts events that targets our audience(s). In an effort to revitalize KENZO, we will use promotional devices and tools to draw attention to the brand to being traffic to the KENZO store locations near the festival. Creating strong ties with our target market in California wivll help KENZO to reposition itself among the brands who hold bigger market shares of LVMH. KENZO’s creative directors are California-natives, furthering our reason for concentrating our efforts on this area. Although there are competitors, KENZO will most likely be the only luxury brand to be a Coachella vendor. Our objectives involve hitting sales goals with the selected KENZO merchandise that we will sell and tracking traffic and buzz around the KENZO pop-up store.
Company Summary
Company History
In 1970, Kenzo Takada founded KENZO and opened his first boutique in Paris. Takada was born in Japan and moved to Paris in 1964 to start his fashion career. When he started his brand, the brand’s identity was described as “West meets East” and became known when he opened his boutique located in Paris decorated in jungleinspired decor. With its colorful prints and declaration of freedom, KENZO shook up the fashion scene by irreverently breaking the rules. His designs were described as the “next development in the Paris boutique scene” as featured in American Vogue in 1971. He began with the handmade women’s clothing, and in 1983 Takada started designing menswear. The first KENZO fragrance was launched in 1988 which until today is a huge success and are very associated with the brand. The brand continued to be concentrated in the young-oriented target market during 1900’s and was a profitable commercial brand. A big change happened to the brand when LVMH Group acquired the brand in 1993. However, the brand faced the problem of losing its identity after the Takada retired and left his assistants in charge of the fashion house in during 1999 to 2008. Though in 2008 when Sardinian designer Antonio Marras took place as Creative Director, many claimed that the brand lost sight of its heritage and personality. In 2010, LVMH was rumored to sell KENZO as it only accounted for two percent of the group’s apparel/leather goods sales. Then in 2011, the creative direction was handed over to Humberto Leon and Carol Lim. With florals and quirky prints, Humberto Leon and Carol Lim attempted to bring the KENZO heritage back to life. Today, KENZO has 73 stores around the world. The products are various in categories from women and men fragrances, skincare, ready-to-wear, accessories and novelties.
Current Ownership Structure and Revenue
Since the addition of new creative directors, LVMH reports consistent growth within the brand. The revenue in 2013 was 167.8M EUR and increased 30% compared to 2012. The company is earning profit and staying afloat with slow increasing of income and low liabilities
Future Growth Plan
KENZO’s new store concept includes new technology and digital innovations. Designed KENZO creative directors Carol Lim and Humberto Leon, the shop is a re-launch of an existing space in Milan’s Via Manzoni. Although the specifics are not available to the public, KENZO’s growth is only described as “steady” and “consistent” by LVMH. The opening of new stores could prove that the company is indeed growing and possibly trying to expand globally.
Kenzo SWOT Analysis Strength
•KENZO's street style aesthetic -Strong brand identity •High quality, lower prices than other luxury brands -multicultural
Opportunities
Evian)
• Collaborations with brands (i.e.
• Events (Coachella) • Celebrity Endorsements
Weaknesses
• Limited target market • Weak marketing • Less status and prestige than other LVMH brands
Threats • Similar designs and imitations by fast fashion for lower prices • Competing brands more recognizable by young audiences
Kenzo SWOT Analysis
Strengths: KENZO has a unique brand identity of the mix of high fashion and street culture that inspired by the founder Kenzo Takada’s home of Japan. The style of the brand is one of their unique selling propositions. While today, KENZO is known for high quality products with affordable prices compared to other luxury brands. Also, KENZO has a multicultural background that makes the brand stand out among other fashion brands. Weaknesses: However, the market that the brand targeting is so limited and concentrated in younger groups. Poor market strategy weakens the brand in the global luxury goods market share. Compared to the other fashion brands in LVMH Group, KENZO has less status and prestige and that weakens the brand awareness among customers. Opportunities: Opening a pop-up shop in Coachella Music Festival is a good chance for KENZO to raise the brand awareness to more existing and potential customers and drive sales in surrounding stores. Also, hosting public events and appearances could help to gauge the need for an e-commerce channel in the United States, since KENZO.com only ships to certain countries in Europe and Asia. There will be many stars and celebrities attending the music festival, so the celebrity endorsements are a chance to promote the brand. Threats: Though KENZO has been successful so far in reviving the brand heritage, however, the designs (the signature tiger and the logo on garments) are not as unique especially when compare to imitation products with lower prices. Moreover, the brand may lose the chance to capitalize on the target market at Coachella when guests may have higher income and buying power but low awareness of the brand.
Kenzo Brand Identity Matrix Brand as a person - Self-expression in personal style -favors high-quality yet casual apparel -Aware of social/cultural affairs and trends
Brand as a symbol
Brand as product Basics: Tees, Tanks for Men and Women, Skirts, Pants, Unique Dresses & Outerwear, Accessories: Bags, Shoes, Jewelry, Tech Cases, Perfume
Brand as an organization -Embraces cultural diversity, technology and the fun nature of street style -Global entity
Kenzo Brand Identity Matrix
Brand as a Person: The person that this brand embodies is a person who values his self-expression in personal style and favors in the high-quality yet casual apparel. Brand as Products: KENZO provides the products in various categories such as basic tees and tanks for men and women, skirts, pants, dresses, outerwear, bags, shoes, jewelry and perfume. Brand as a Symbol: The KENZO logo has been a consistent symbol since the brand’s conception. Brand as an Organization: This brand’s identity lies within the mix of western and eastern cultures as well as high fashion with street style.
Current Positioning in the Market
The perceptual map shows the connection between KENZO and its most adjacent competitors. Price and accessibility are the factors taken into account when analyzing the correlation between these different brands. Determining the accessibility of a brand includes scoping out number of operating retail stores, the number of companies the brand wholesales to and the number of countries their e-commerce site caters to in terms of delivering product. The place of each brand in the perceptual map is based on the price of the basic T-shirt selling by kenzo, Yves Saint Laurent, Stella McCartney, Givenchy, DKNY, H&M and To Die for Clothing.
Current Positioning in the Market
Price Givenchy Yves Saint Laurent Stella McCartney KENZO
Accessibility DKNY
To Die For (TDF) Clothing
H&M
Current Distribution
As a multi-channel retailer, KENZO sells trough physical brick and mortar stores, e-commerce and secondary retailers. Currently, KENZO can deliver goods through out the European countries and the United Statesv. In total, there are 73 stores globally.
Communication and Marketing Strategy
KENZO has several active social media platforms including Twitter, YouTube, Instagram, Facebook and Google Plus. They use these tools to interact with consumers and share content created to showcase collections and new collaborations. KENZO has produced several short films and video campaigns for YouTube. KENZO print advertisements can be seen occasionally in large volume publications/magazine. In depth details about KENZO’s spending on digital or print marketing and advertising are unclear, but the growing amount of digital content indicates a budget that allows for creative freedom in their strategy.
Market Size
Retail sales at clothing and accessories stores in the United States totaled approximately 251 billion U.S. dollars in 2014; up from 242.5 billion U.S. dollars the previous year. Apparel retailing has always been a tough, highly competitive business and many chains rise dramatically and then fail as price pressure from major discounters like Wal-Mart, Target and Kohl's keep profit margins thin at stores that sell moderately priced apparel. The global apparel market is always changing, attempting to adapt to customer trends and new technology that will allow the consumers shopping experience to be more enjoyable and ergonomic. The retail market in California is definitely making a comeback with steady improvements. Across the state, markets are showing strong and tight retail real estate environments with low vacancy rates and high rents in markets like San Francisco, Los Angeles, San Jose and Southern California beach communities to name a few. Local operators earn at least $18 billion in revenue from the L.A. region’s apparel wholesale, textile, and apparel manufacturing businesses, and their workers earn more than $6.4 billion in direct, indirect, and induced income
Marketing Analysis
PESTEL Analysis
A PESTEL is an analysis is a framwork or tool used by marketers to analysis and monitor the marcro-environmental (external marketing environment) factors that have an impact on an organization. Looking at Political, Social, Ecnomic,Technology, Environment, and Legal.
PESTEL-Political
Political: The United States has been stable for so long that few of their citizens fully understand or appreciate what they have. But demands for constitutional changes that could seriously rupture that stability are increasingly heard (The U.S. Election: The Value of Political Stability). The Indio Intermodal Transportation Center is still a high priority for the city. With many financial decisions over the past three years the City Council has focused on regaining fiscal stability and growing our reserves to stabilize Indio and prepare it for growth once again. In the California State Legislature, Indio is in the 28th Senate District, represented by Republican Jeff Stone, and in the 56th Assembly District, represented by Democrat Eduardo Garcia. In the United States House of Representatives, Indio is in California's 36th congressional district, represented by Democrat Raul Ruiz. According to the Riverside County voter registrar, a majority in Indio are affiliated with the Democratic party, while other portions of the Coachella Valley tend to affiliate with the Republican party.
PESTEL-Economic
Economic: Over $46 billion in apparel imports comes through L.A. ports. Local operators earn at least $18 billion in revenue from within the L.A. region’s apparel wholesale, textile, and apparel manufacturing businesses. California’s sales tax rate is higher than average. Nor are they aware that 1 percent of the overall rate of 7.25 to 8.5 percent is allocated to local governments on a point-of-sale basis. High tax rate has no deep influence on the Coachella festival because of the economic development.
PESTEL-Social
Social: The US has no official language. But 82.1% of people speak English, 10.7% speak Spanish, and 7.2% speak other languages (CIA). Southern California rates as one of the nation’s top tourist destinations, with more than 144 million tourists each year spending more than $34 billion in their travels (Globe Pequot Press). With millions of tourists, millions of local residents and many a trend-setting movie star, southern California offers opportunities for all kinds of specialty retailers. These tourists can be Coachella music visitors and will become KENZO’s potential consumers. In 2014, population estimate: 38,802,500 in California and 318,857,056 in USA. (Source: US Census Bureau State & County Quick Facts) Coachella is the highest grossing festival in the world, bringing almost 160,000 hipsters, celebrities and everything in between out to the desert. One economic study – Goldenvoice, the promoter that puts on the festival – says the festival brings $90 million into Indio's economy, no small chunk of change for a city that's been hit hard by the housing crash. The current population of Indio is 84,636 with the median age of 37. Indio's median household income is $58,294, and the average household net worth is $455,004. There is a high cost of living in California. In addition, crime rate index represents the average crime rate for a local area in comparison to nearby areas and the national average. A crime index of 100 represents the national average. Indio, has 22% more property crime than Riverside County, and is 20% above the nation’s average.
PESTEL-Technology
Technology: Over the past 20 years, the near-ubiquity of computers has democratized information and media. Publishing and broadcasting, once available to just a privileged few, are now available to anyone with an idea and a laptop or tablet— and that idea can be made available to anyone on the planet with the click of a mouse. KENZO’s online presence includes interactive features like e-commerce and videos on social media. Coachella has strong online presence, also promoted by vendors.
PESTEL-Environment
Environment: Many tourists flock to southern California for attractions such as Disneyland, California Adventure, Universal Studios, and Sea World. Others come to soak up the sun, dip in the ocean, and enjoy the climate. Southern California boasts temperatures 70 degrees or higher in March through November. With weather that mild, it’s easy to see why tourists and residents want to do just about everything outdoors, including shopping. This temperature is the best time to sell KENZO’s spring/summer aesthetic products.
PESTEL-Legal
Legal: Because the state minimum wage ($9.00 per hour as of July 1, 2014) is higher than the federal minimum wage ($7.25 per hour as of July 24, 2009), most workers in California have the right to the state minimum wage. Ordinary working hours include eight hours in a day or forty hours in a week. In 2016, legal minimum wage is expected to increase to $10.00. The Anti-Counterfeiting Act could help KENZO to protect its intellectual property across borders. The KENZO logo and label is already protected under copyright law. Any non-licensed merchandise that uses the KENZO property is illegal.
Key Players and Competition
Direct Competitor There are two direct competitors already present in the Coachella market: H&M and To Die for Clothing. At the 2015 Coachella Valley Music and Arts Festival, H&M and To Die for Clothing were the only clothing vendors inside the festival.
Key Players and Competition
Direct Competitor “H&M, a six-year sponsor of the annual Coachella festival that is held in the desert of California, is launching a Coachella-branded clothing line. It is their primary initiative at the festival, a swerve from their celebrity-soaked, heavily produced private experiences of recent years. The H&M loves Coachella festival collection is the first cobranded range for the discount retailer and the annual, two-weekend event. H&M loves Coachella collection looks will obliterate that problem with its cute, breathable, stylish, wearable, and cheap 'n chic offerings. They are not just providing the actual festival t-shirts and merchandise in their own tent at the festival, though they are doing some of that too. The fast-fashion retailer has pieces from its H&M Loves Coachella capsule collection exclusively for its on-site pop-up shop open to thousands of festival goers. The garments range in price from $5 to $50. The retailer created its first festival capsule collection, called H&M Loves Coachella, and released it to 350 of its North American stores in March as a way to broaden and prolong its festival partnership. The push makes sense, given the spendreadiness of festival attendees. Nearly 8 in 10 festival goers purchased something to prepare for a festival, according to Live Nation’s Festival Report. Two thirds bought clothing, while half bought shoes.�
Key Players and Competition
Direct Competitor In addition, To Die for Clothing is another existing brand in Coachella festival. Their products include screen printed t-shirts and tanks at low prices. Coachella camping tees, hand screen-printed live by To Die for Clothing were on sale for $25. These brands are much cheaper than KENZO’s products. However, KENZO is a luxury brand with high quality, while H&M and To Die for Clothing are fast fashion brands.
Key Players and Competition
Indirect Competition There are many indirect competitors in the Coachella music festival including restaurants, entertainment stores, the beauty bar, barber shop, and so on. They are indirect competitors because instead of having them buy KENZO’s products, consumers can go to the spa and do other activities. Among the indirect competition, the following activities are featured at the festival.
Key Players and Competition
Indirect Competition Coachella Art Studios: “The Coachella Valley Art Scene is more than just a blog, which is a community. They use social media outlets as way to interact with their fans on a daily basis and get some feedback. The Coachella Art Studios is a large scale interactive art installation located inside the Coachella Valley Music and Arts Festival's campgrounds. The Coachella Art Studios featured a long list of DIY art and craft opportunities for campers to engage in and be apart of before and after the festival.�
Key Players and Competition
Indirect Competition Sephora Beauty Bar: Consumers can try on a new look at the DIY beauty bar or relax and rehydrate around the fiber mask fire pit. They can recreate Sephora collection festival inspired looks with the help of Sephora artists. Snap a photo in the photo booth and share instantly for a chance to win surprise rewards. Free WIFI and air conditioning is also available.
Key Players and Competition
Indirect Competition The Cantina Restaurant: The Cantina is a lovely air conditioned sit-down restaurant and full bar. They provide food by Roc’s Firehouse serving legendary Mexican cuisine. Game Competition: Relive the glory days of childhood with camping games and contests like twister, giant Jenga and giant connect four. Consumers can also play some pinball, and win prizes to feel like a kid again.
Key Players and Competition
Indirect Competition Empire Polo Club: The Empire Polo Club is The Palm Spring’s area’s largest and most unique events facility, and is both a world-class events complex and an unexpected desert oasis. Established in 1987, Empire Polo Club has been an intricate part of polo history here in the California desert. Empire Polo Club has put together a fun polo season filled with competitive polo tournaments, parties and many opportunities to meet new people. Games are open to the public and spectators are invited to attend matches throughout the season.
Target Consumers
Our target consumer for the KENZO pop-up store at Coachella is going to be people who appreciate high quality garments and street style. Ideally, visitors residing near the major cities and countryside of California, Arizona and Nevada would be targeted and encouraged to visit the nearest KENZO brick and mortar stores after the event. Customers are between 18-35 years old and are employed, having an income around 50,000 USD and over. Both female and male will be among our main consumers. They all will have a college degree education or higher degrees. For the lifestyle, our main consumers prefer to choose high-quality, popular styles and are willing to pay top dollar. They most likely enjoy social and outdoor activities, travel, concerts, making friends and listening to music in their leisure time. They believe that music could bring a kind of different energy in their lives, as well freedom and comfort for a better lifestyle. Our target customers appreciate the design elements in natural shapes, vibrant colors, and daring design attitudes in fashion. In addition to this, our target consumers maybe work in art, fashion and social media industries. They could be anything from video and film editors, music directors and composers, media and communication workers, radio and television announcers, singers and fashion designers and so on.
Target Consumers
Amanda Age: 28 San Francisco Lifestyle Editor/Journalist $60,000/yr Loves outdoor activities, special events and vintage fashion
Target Consumers
Tony Age: 35 Executive Music Producer $95,000/yr Loves indie films, hip-hop and alternative music and collects sneakers
Target Consumers Kevin Age: 22 San Diego Student at University of San Diego $12,000/yr(part time job) parents' household income=$112,000 Collects comic books, is a fan of EDM, majoring in Graphic Design & Illustration
Store Location, Design, Product
Store Location, Design, Product Prizm We choose the Coachella Valley Music and Arts Festival to open our KENZO pop-up shop in the city of Indio, California. Coachella Music Festival is located in 81-800 Avenue 51, south of Indio. Both male and female are the target consumer for Coachella. The main age of consumer will be from 18 until 50. People could be the college students or the working professionals. With a general admission ticket is $375 which do not offer travel, food, and other extra service.
Indeed, almost costumers have a similar aspiration of lifestyle which is looking for a kind of active, fun, relaxing, and adventurous lifestyle. These consumers love exciting outdoor activities and special social activities with music and art. Different amazing buildings and arts in Coachella such as, Papilio Menaculous, Do Lab, Ballon Chain, Big Bear, Praxis, The Corporate Headquarters, Earthmover, Big horn Palace, and Lighthouse. These places are going to satisfy people to enjoy different group of dancing, music, game, competition, yoga, and hola hoop. There are some art studios for every costumer who wants to use fabric, paper, and their creativities to create something which are different and new. Also, Coachella is attracting people who love tasty foods. There are many delicious foods are offered in different restaurants in Coachella. For example, oven fresh pretzels, Taiwanese cheesesteaks, vegan soft serve, crafty food, Waikiki foods, old fashioned fast food, fine meat and seafood, Mexican food, handcrafted ice cream, pot and pizza and so on could capture foodie’s interest to visit Coachella Festival.
Sales potential
Coachella Valley Music and Arts Festival opens from April.15 until April. 24. The temperatures of this period are around 60 Fahrenheit to 95 Fahrenheit. The average precipitation of April becomes lower compare with other months. In this period, the weather is a pleasant warm with a little bit cool in city of Indio. There will have a higher possibility that people want to enjoy some outdoor and social activities. The outdoor Coachella Music Festival is a going to be an attractive choice to people. In these kind of outdoor activities, people may choose the comfortable suit to wear, our practical KENZO T-shirts will also become a good choice to select.
Estimating competition
Our direct competitors are H&M and To Die for Clothing. At the 2015 Coachella Valley Music and Arts Festival, H&M and To Die for Clothing were the only clothing vendors inside the festival. H&M: It is launching a Coachella-branded clothing line. It is their primary initiative at the festival. It is a fashionable fast fashion brands. H&M Loves Coachella collection features clothing for both men and women who are looking for some cool festival clothing for this year’s event, as well as accessories. Prices in the collection start from $4.5 and go up to $45. KENZO also provide basic lines with higher quality, and it is more chic and stylish than H&M. Therefore, in our trading area, H&M might be the biggest competitor
Estimating competition
To Die for Clothing: From the on-site record store to the merchandise tent and boutique, festival-goers have plenty of spots to ensure they bring home the perfect Coachella souvenir. Even the personalized T-shirts hand screen printed by To Die for Clothing, owned by Orange County drummer-turned entrepreneur Jason Welsher and his brother Josh “Deph� Welsher, are affordable as tees are only $25 each. Bring in a T-shirt to customize and only pay $10. Shoppers can choose from three T-shirt colors: white, black and gray, as well as six designs that have changed daily. KENZO has the similar products and a little higher price range than To Die for Clothing. To Die for Clothing is also our highly possible competitor.
Estimating competition
Sephora Beauty Bar: Consumers can try on a new look at the DIY beauty bar and relaxing in the bar. For our female consumers, Sephora Beauty Bar might be an attraction for them to spend money instead of KENZO.
Heineken House: Heineken House party tent stands as an air-conditioned oasis. DJs rule this party with top talent performing live sets both weekends. Since it’s sponsored by Heineken, the official malt beverage of the festival, it is an age more than 21 event where guests can chill with a frosty beer.
Cantina Restaurant: The Cantina is a lovely air conditioned sit-down restaurant and full bar. They provide food by Roc’s Firehouse serving legendary Mexican cuisine
Area attractions
Galleries: There are also many galleries around the area, such as Art & Ink Tattoo Studio, Rancho Ellenita, Scrap Gallery, and Coachella Valley Art Center. With these galleries near the trading area, it also attracts customers there to the area. Fashion Stores: H&M and To Die for Clothing are two main fashion stores provide fashion products at the 2015 Coachella Valley Music and Arts Festival. Restaurants, bars and clubs: There are many high ranked restaurants such as The Terrace, Pie Eating Contest, Farmers Market, Rose Garden VIP Specialty Food, and The Cantina Restaurant at the 2015 Coachella Valley Music and Arts Festival. There are also many bars and clubs either in the Coachella Valley Music and Arts Festival or near the Coachella Valley, such as Sephora Beauty Bar and Empire Polo Club. It is a great area attraction to our target consumers.
Area Factors
Public Transportation: The airport shuttle to Coachella is available for every customer. The shuttles will transport between LAX and Coachella camping. Shuttles will depart LAX on Thursday at 10 AM, 2 PM, or 6 PM and Friday at 10 AM. Return shuttles will depart from Coachella on Monday at 2 AM and 9AM. The camping shuttles are only for people who are coming to Coachella Festival. Local Taxi Service: There are some phone numbers to call a local taxi. Every consumer could call any time. American Cab: 760-322-4444 Yellow Cab of the desert 760-340-8294 Desert City Cab: 760- 328-3000 Drive or Rent a Car: People also could drive or rent a car to arrive at Coachella. Parking Service: The day parking will be available from 9 am until 2 am. The car will be towed if it leaves after 2 am. There is some information for the parking area. 1B, 2A,14 and 15 areas are available for the consumers. Unfortunately, there is no overnight parking service.
Human Resources
Our KENZO pop-up shop will be open at on the right side in the Coachella, besides the stores of Samsung, JBL, and Sephora. These stores’ are gathered as a shopping area in Coachella. Our store is going to be two floors for same proportion which has 60 feet for the length and 18 feet for the wide. The visitors will notice this area when they want to purchase some souvenirs. Our store will open from 9 am to 10 pm for the all festival days. Our stuff will arrive our store at 8 am for preparation our products until 11 pm they could leave for they need to arrange the products and consumption. There are two shifts working time for our employee. The first shift is from 8 am until 3:30 pm. The second shift is from 3:30 pm until 11 pm. Our minimum number of the staff is going to be 12 people which will include one manager and one assistant manager, six associates (cashiers), two bartenders, and two greeters. Both managers can deal with some issues and details in operation. All of the six associates (cashiers) are going to have an iPad that can help consumer to make a payment and register consumer’s information. Two bartenders offer the information of our products and help to open a fitting room for customer. The two greeters are going to stay at gate to service the costumer. Moreover, there is no shift for the managers. The number of employees which include 3 sale associates, 1 bartender, and 1 greeter work for the first shift is as same as the number of employees for the second shift.
Any legal issues
Any legal issues: We are opening a pop up shop at the Coachella Valley Music and Arts Festival, we need to register for the Coachella festival permit and pay for the fee based on the law of City Indio. At 75,000 festival goers a day, over two 3-day weekends, the mat speaks for itself when it comes to businesses. And vendors want a piece of the Coachella action. The Coachella vendor fees range from $850-$1,200 plus a percentage of gross sales. There’s no site fee for food trucks. But they are also paying out a percentage of gross sales, plus the cost of permits and power.
Design of the space Structure
•8-12 medium sized industrial storage/shipping containers • stacked and supported with steel beams to secure safety • Examples of commercial uses of shipping containers
Exterior Our skilled architects will design an open store concept that encourages free flow foot traffic through the shop. There will be a glass, open-back window display at the front of the store. The sky deck will also have an open concept, with no ceiling and a tall glass railing along the front for safety and aesthetics.
Floor Plan &Interior
Floor Plan &Interior
• The front door of the KENZO Pop-‐Up store opens up to a KENZO display, which includes a Japanese cherry blossom and a water feature. • In order to create a “jungle” vibe, the store interior will be adorned with live plants and greenery along with life-‐like bamboo wall coverings • The checkout counter will be located at the far left of the store. Two digital displayswill be fixated behind the checkout counter to show replays of KENZO ad campaigns and runway shows • A short staircase located on the first level of the store will lead to the second level
Floor Plan &Interior
• The stacked shipping containers that form the second level has floor to ceiling windows along the walls and air conditioning/fans • The second level of the store, the “KENZO Club” is a VIP lounge for guests to grab a refreshing drink at the bar, enjoy limited edition KENZO x Evian water and other amenities • Lounge chairs and seating will allow guests to sit and relax while they enjoy a drink or charge their phones at our charging stations • A KENZO display is also featured in the lounge, along with plenty of greenery and tropical features • Large flat screen TVs will live-‐streaming the Coachella performances and KENZO films/campaigns
Products
• The store fixtures are designated to the following products: • Apparel • Original KENZO tanks and tees • Limited edition KENZO tanks and tees • Perfume • Novelties & Cosmetics • KENZO phone cases • KENZO tote bags • KENZO socks • KENZO Beauty products
Products
Safety & Security
Communication and Promotional plan
Promotion-Digital
Post opening information of the pop-up shop will be both on Kenzo official website and Coachella music and art festival official website. On the banner of the websites, shows the information of the opening as scrolling text on fashion websites such as vogue, WWD and WGSN. Keeping the home page clean white with only clear information about when, where, what, how, with one image of celebrities. Also, there will be one to two pages’ content about the kenzo pop up shop in Coachella on the digital catalog of Kenzo.
Promotion-Digital
Also, post the information about the kenzo pop-up shop with short clips or photo on both Facebook, Instagram and Twitter accounts during both pre-launch, launch and post launch period. Also, invite two famous bloggers to post the information about the kenzo pop up shop with the photo of celebrities wearing kenzo in Coachella special edition T-shirt on both the first day of the two-weekend music festival.
Promotion-Instore
During the pre-launch and launch period, there will be one-page information about the kenzo pop up shop in Coachella on the print catalog in both in store and online. The giveaways will be for some selected celebrities and they will wear the kenzo pop up shop in Coachella special edition product on the both six days during the festival. The celebrity endorsement will be attractive for the customers during the festival.
Promotion-Pre-Launch
During this period, we will emphasize on using social media, printed press catalog and the in store activities to spread the information about Kenzo pop up shop in Coachella music and art festival. There will be short clips of the preparation of our pop up shop, the clips will be played on the both kenzo official website and Coachella music and art festival website, also in the banners on the mainstream fashion websites. What’s more, we will post the information on the social media--- Facebook, Twitter, and Youtube.
Promotion-Launch
During this period, all the advertising campaign will be the maximum, including digital, in store, social, print, and sale promotion. The emphasis of this period will be on sale promotion which is very important in the process of the kenzo pop up shop promotion strategy. Also, we will have bloggers to post the information about our pop up shop during the festival and the celebrities wearing our special edition products in the festival. We will hold a opening event on the first day of the both weekends during the six days festival. We will take snap shots for those customers wearing the products bought from the pop up shop and post them on Instagram and Facebook fun page.
Promotion-Post-launch
During the operation of the shop, cashiers will ask for customers to provide their emails and phone numbers for the follow-up email, letters for greetings and for sending information about Kenzo to those potential customers. We will also select and post the most attractive photos of the customers buying and wearing the products from the Kenzo pop up shop on the Facebook, Instagram and Kenzo official websites.
Promotion Activity Map
Financial Plan
Conclusion
In conclusion, it may not be a large financial gain for Kenzo to open a pop up shop in Coachella music and arts festival. But for brand visibility, raising brand awareness and spreading brand image in a big music and art related festival where attracts our target consumer is a smart move. During the six days that Kenzo will be open the pop up shop, they will be able to reach almost 9000 clients, possibly more depending on the outcome of the launch. Brand exposure into more royal and potential customers where our key products have the ability to thrive is the key and the most significant outcome of the Kenzo pop up shop in Coachella music and art festival.