Jo Malone's Pop-up Flower Store in Asia

JO MALONE’S FLORAL POP-UP SHOP

YI LIN VISUAL NARRATIVE CONSUMER ENGAGEMENT PROF. OSCAR BETANCUR CLICK FOR INTERACTIVE PDF >

JO MALONE’S FLORAL POP-UP SHOP

TABLE OF CONTENTS TABLE OF CONTENTS • • • • • • • • • • • • •

R AT I O N A L E B R A N D A N A LY S I S BRAND POSITIONING PERCEPTUAL MAP CUSTOMER PROFILES M A R K E T I N G S T R AT E G Y MARKETING MESSAGE L O C AT I O N A N A LY S I S S T O R E A N A LY S I S I N S P I R AT I O N B O A R D S FLOOR PLAN FINAL RENDERS PROMOTIONAL M AT E R I A L

JO MALONE’S FLORAL POP-UP SHOP

BRAND ANALYSIS BRAND ANALYSIS • M I S S I O N S TAT E M E N T JO MALONE STRIVES TO BE A BRAND SYNONYMOUS WITH AN UNDERSTATED STYLE AND AN UNCONVENTIONAL SENSE OF SOPHISTICATION, WITH TASTE THAT IS RAREFIED, YET A TOUCH AUDACIOUS, TIMELESS AND ELEGANT.

JO MALONE’S FLORAL POP-UP SHOP

RATIONALE RATIONALE THE “A BELOVED FLORAL” JO MALONE’S FLORAL SHOP CAMPAIGN WILL BE FOCUSED ON A SERIES OF POP UP SHOPS LAUNCHING THROUGHOUT THE COUNTRY IN TWO LOCATIONS WHERE THERE ARE CURRENTLY HAS JO MALONE FLAGSHIP STORES. THE LAUNCH TIME WILL BE AROUND MOTHER’S DAY, WHICH WILL LAST 3 WEEKS. THIS WILL BRING CONSUMERS THE OPPORTUNITY TO TRY ON THE NEW COLLECTION OF FRAGRANCE AND FLORAL SERVICE WHILE BEING COMPLETELY IMMERSED IN THE JO MALONE EXPERIENCE. THIS WILL ALSO GIVE JO MALONE THE OPPORTUNITY TO TEST OUT THE POTENTIAL LUXURY FLORAL MARKET IN LOCATIONS WITHOUT FULLY COMMITTING TO A PERMANENT BRICK AND MORTAR. IN ADDITION WE WILL FEATURE A LIMITED EDITION GEOMETRIC CASE UNIQUE TO EACH POP UP LOCATION.

JO MALONE’S FLORAL POP-UP SHOP

PERCEPTUAL MAP PERCEPTUAL MAP CLASSIC

MASS

EXCLUSIVE

CONTEMPORARY

JO MALONE’S FLORAL POP-UP SHOP

BRAND POSITIONING

BRAND POSITIONING JO MALONE LONDON’S UNIQUE POSITIONING IN THE LUXURY SENSORIAL LIFESTYLE SPACE WITH THE HIGH BRAND RECOGNITION, EXCLUSIVE BRAND VALUES, COMPETITIVE PRICE RANGE($60-$370) AND POSITIVE CUSTOMER REVIEWS. FROM THE SUCCESSFUL GROWTH OF THE FREESTANDING STORE BUSINESS, TO CULTIVATING THE BRAND’S DISTINCTLY ‘GIFT-ABLE’ APPEAL, JEAN-GUILLAUME’S UNWAVERING VISION CONTINUES TO MAKE THE BRAND A MUST-HAVE FOR PRESTIGE CONSUMERS AROUND THE WORLD.

JO MALONE’S FLORAL POP-UP SHOP

TARGET MARKET

TARGET-MARKET

01

JO MALONE’S FLORAL POP-UP SHOP

CUSTOMER PROFILES CUSTOMER PROFILES

02

04

06

JO MALONE’S FLORAL POP-UP SHOP

CUSTOMER PROFILES

01

CUSTOMER PROFILES

02

04

06

JO MALONE’S FLORAL POP-UP SHOP

CUSTOMER PROFILES

01

CUSTOMER PROFILES

02

04

06

LOCATION

LOCATION

ANALYSIS

ANALYSIS

JO MALONE’S FLORAL POP-UP SHOP

HONG KONG JO MALONE’S FLORAL POP-UP SHOP

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K11 MUSEA MUSEUM-RETAIL COMPLEX JO MALONE’S FLORAL POP-UP SHOP

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JO MALONE’S FLORAL POP-UP SHOP

LOCATION ANALYSIS LOCATION ANALYSIS •

THERE ARE 10 JO MALONE‘S BOUTIQUES IN HONG KONG

•

HONG KONG’S K11 MUSEA TO OPEN IN 2019

•

SITUATED IN THE HEART OF HONG KONG’S VICTORIA DOCKSIDE DEVELOPMENT

•

TARGET ‘GLOBAL MILLENNIALS’, ESPECIALLY TO ASIAN MILLENNIALS (SPENDING POWER SET TO REACH US$6 TRILLION BY 2020).

•

THE REINVIGORATE THE AREA, TURNING IT INTO A HIGH-END RETAIL, ART, CULTURAL AND FINE DINING DESTINATION.

IFC MALL JO MALONE’S FLORAL POP-UP SHOP

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SHANG HAI JO MALONE’S FLORAL POP-UP SHOP

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JO MALONE’S FLORAL POP-UP SHOP

LOCATION ANALYSIS LOCATION ANALYSIS

• • • • • •

THERE ARE 3 JO MALONE‘S BOUTIQUES IN SHANGHAI THE LARGEST CITY IN CHINA BY POPULATION THE SECOND MOST POPULOUS CITY PROPER IN THE WORLD, WITH A POPULATION OF 24.18 MILLION AS OF 2018.

PER CAPITA GDP RANKS FIRST IN CHINA THE MILLENNIAL POPULATION IS THE LARGEST IN CHINA. IT IS A GLOBAL FINANCIAL CENTER AND TRANSPORT HUB

JO MALONE’S FLORAL POP-UP SHOP

STORE ANALYSIS STORE ANALYSIS PRODUCTS: PERFUME:$60-$350 CANDLE: $80-$495 FLORAL: $15-$350 PACKAGE: $10-$80 THE POP UPS WILL EACH FEATURE AN EXCLUSIVE PERFUME COLLECTION AND THE FLORAL SERVICE WOULD BE DESIGNED WITH PROFESSIONAL FLORIST. THESE FLORAL SERVICE WILL ONLY BE AVAILABLE IN THE CORRESPONDING POP UP AND THROUGH THE APP.

JO MALONE’S FLORAL POP-UP SHOP

I N S P I R AT I O N B O A R D S

INTERIORS

LIGHTING

SHELVING

FLOOR PLAN JO MALONE’S FLORAL POP-UP SHOP

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VERTICAL VIEW RENDERS JO MALONE’S FLORAL POP-UP SHOP LEARN MORE

FRONT VIEW JO MALONE’S FLORAL POP-UP SHOP

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BACK VIEW JO MALONE’S FLORAL POP-UP SHOP

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LEFT SIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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RIGHT SIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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INTERIOR SIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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INTERIOR SIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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CLOSE-UP VIEW JO MALONE’S FLORAL POP-UP SHOP

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CLOSE-UP VIEW JO MALONE’S FLORAL POP-UP SHOP

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WIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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WIDE VIEW JO MALONE’S FLORAL POP-UP SHOP

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PROMOTIONAL PROMOTIONAL MATERIAL MATERIAL

• EMAIL BLAST

• SOCIAL MEDIA

PROMOTIONAL MATERIAL

PROMOTIONAL PROMOTIONAL MATERIAL MATERIAL

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“SNAP CHAT WAS RANKED THE THIRD MOST

POPULAR SOCIAL APP AMONG MILLENNIALS”(KOSOFF, M.,2015) • SNAP CHAT OFFERS A PRIME WAYS TO REACH COVETED “MILLENNIAL” CONSUMERS ON THEIR HOME TURF, WITH THE APP BOASTING 100 MILLION DAILY ACTIVE USERS. • THE FILTER IS FOR USERS TO OVERLAY OUR BRAND’S MESSAGE ON THEIR OWN PICTURES AND VIDEOS AS AN FUN INTERACTIVE ADVERTISEMENT FOR THE POP-UP EVENT.

PROMOTIONAL PROMOTIONAL MATERIAL MATERIAL

• BILLBOARD

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