international fashion merchandising: esoteric store start up
DESCRIPTION
Communicated with students in Hong Kong to gather information and better understand culture in Hong Kong. we Used this information to create a new store in a popular shopping district in Hong Kong. There is an Audio Walk through to this visual presentation.TRANSCRIPT
Emily Farrara & Justin LeeDSMR 326 - Winter 2013
Emily Farrara & Justin LeeDSMR 326 - Winter 2013
Soho, Hong Kong
Name, Logo and Tagline
• Esoteric• “Understood by
only a small number of people with specialized interest.”
• Men’s Minimalism Clothing Store
Location
Target Market
Our Main Man: Derek
• 30 years old
• Single
• College Educated
• Professional
Our Inspiration: Atelier
Main Competition: Moustache
Floor Plan
Fixtures: WALL BAY
Fixtures: Display Table
Fixtures: Mannequins
Fixtures: Ballet Bars
Fixtures: Seating Area
Fixtures: Cash Wrap
In Store Brands
• DESIGNERS:• Ann Demeulemeester• Alexander Wang• Comme des Garcons• Damir Doma• Dior Homme• Givenchy• Guidi• Julius• Rick Owens• Yohji Yamamoto
• JEWELRY:• Chrome Hearts Jewelry • Cast of Vice
Storyboard
Opening Promotional Plan
Where to find our ads
• MAGAZINES:• HK Magazine• HK Time-Out• Monocle • StyleZeitgeist
• WEB-ZINES:• Scoute• Fashionology
Print Magazine Ads
Web-Zine Ad
Communicating with Customers
• Email• YouTube• Blogs
Social Media
Twitter vs. Weibo
Budget Plan
Why This Store?