JO MALONE’S FLORAL POP-UP SHOP
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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).
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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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