Wednesday, 16 May 2012



I’ve been researching other brands store launches, particularly in Westfield centers to try and generate some ideas for our “Big Idea” section.



http://ftape.com/media/?p=21277



I think the idea of launching an ad campaign alongside the launch is interesting, particularly using a well-known photographer and popular models/ celebrities.



http://www.catwalkqueen.tv/2012/05/liberty_to_launch_first_pop_up_store_westfield.html



A pop-up store may also be something interesting to look into I like the idea of having a temporary one in an outside space somewhere. It may make the experience a little more exciting and generate a buzz around the brand and it could be before the permanent store launches, to get people anticipating it and give them a chance to become familiar with Ann Inc. beforehand.



http://www.shopping-centre.co.uk/news/fullstory.php/aid/4616/__91the_boutique_92_by_Goldsmiths_to_launch_at_Westfield_Stratford_City.html



This is a really good example of a “Big Idea” I think and the quote is good too “Bill Giouroukos, director of operations for Westfield UK, said: “Westfield Stratford City is a fantastic showcase for new concepts from established retailers keen to capitalize on the huge trading opportunity the centre offers. 'the boutique' by Goldsmiths is the perfect example of a traditional and tested shopping experience reinventing itself and adapting it to a new, younger audience. We are sure it will be a tremendous success.”



http://www.theupcoming.co.uk/2012/03/12/victorias-secret-to-launch-stores-in-london-this-summer/

This is definitely worth a mention, I know you posted about it as well Hannah. As another American brand it would be interesting to know what their actual store launch events are going to be like, I’m struggling to find any details yet though.

http://thelondonlipgloss.blogspot.com/2012/03/juicy-couture-and-fifi-lapin-launch.html


I really like the idea of a photo booth at a launch party
Mother and daughter snaps? Too cheesy? Could be a fun way of embracing the cheesiness of the brand without being tacky though if we also suggested more sophisticated things champagne, pampering etc.


http://www.katelovesme.net/2012/04/aldo-store-launch-in-london.html

I think that having cabs around London giving free rides to the store is a great idea. Particularly if we were to consider having a pop up store in an outdoor location.



http://fashion.telegraph.co.uk/news-features/TMG8666415/Forever-21-opens-in-London-with-500-strong-queue.html

Possible US brand launching in the UK case study. They also offered goody bags.

http://www.wwd.com/eye/parties/lk-bennett-fetes-new-york-flagship-5891604

May be another interesting case study as Ann Taylor may compare themselves to LK Bennett, and LK Bennett are going the opposite way and launching in the US. However I think a dinner may be too simple for Ann Taylor we might want to make the event less exclusive and more exciting for the general public but still quite formal?




[Hannah W.]
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5 comments:

  1. anninc16 May 2012 at 15:46

    They are all really good, definitely stuff we can use there. I think tv advertisements have been really affective recently as not many brands do actually have them, I guess cost is a big issue! But for example New Look's campaign last summer where they had open auditions in shopping centres for real looking models and had a tv advertisement and lots of magazine ads. They also used a lot of the material for VM so you were surrounded by real looking models in the shop and it wasn't intimidating. Doing this also really increases brand awareness as these 'models' are ultimately becoming ambassadors for the brand. Even the likes of Boohoo have become really popular in the past year and their TV ad definitely raised awareness. I think one of the main things we need to think about is publicising the big idea because the brand is so unknown over here! But yes loving all them ideas you posted!!

    ReplyDelete
  2. anninc17 May 2012 at 05:12

    like the idea of the photographer in the campaign etc, michelle was talking today in the lecture how we need to utilise the fashion roles, such as photographers, bloggers, fashion PR, fashion writer, sales staff, vm, retailers.

    Using people that already have influence in the industry is something we need to utilise to gain to publisise the brand. So by having an event means we could reccommend they contact these types of people to invite and commentate of the event which in the case of bloggers will instantly publises this to thier follows!

    [Hannah.L]

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  3. anninc17 May 2012 at 10:31

    Do you think that when talking about our launch and big idea we should mention bloggers etc who we'd invite? I really don't understand how specific we should be, Sarah seemed to say we should be wary of sounding naive and suggesting things that aren't possible or reasonable which is my worry with the big idea section of the report,
    but then
    I reckon Ann Inc is the kind of brand that loves people like susie bubble
    and they seem to keep on top of their social networking etc
    also from those links we can see that bloggers love a good launch event to write about

    [Hannah W]

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  4. anninc17 May 2012 at 10:32

    And New Look is a really good case study to look into! (: definitely see the whole celebrating real women approach with them
    we could look at how UK women respond to that

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  5. anninc17 May 2012 at 13:53

    ermmm yeah I say we do be specific but maybe not someone as renowned as susie bubble as she obviously normally writes about high end designer brands which ann inc doesnt fit into. so we either research and find a suitable one or we just use it as a recommendation. and obviously ann inc would have to pay for the blogger to attend and write about them so she would perhaps be too costly for the brand. atleast i think the brand pays for them to attend?
    [H.L]

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