Here is the launch events info for the two pages in the research document

We researched other brands launch events, particularly of US brands or events held in the Westfield center.

Banana Republic

Banana Republic held their launch party at the Westfield center in London in 2011. They promoted the event as “exclusive” and consumers were given the opportunity to win tickets to go. The event offered cocktails and canapés, 25% off purchases, personal styling and goody bags for the first 100 attendees.

Forever 21

Forever 21 held an extravagant event a week ahead of their UK launch at an old office venue. They transformed the venue with a carousel, cabaret artists and girls on roller skates, topped off with a hologram catwalk show. They also offered free manicures, ice cream, sweets, fortune telling and a DJ.

This exaggerated style of event may not be suited to the Ann Inc. brand voices, however it is a great example of generating a buzz about a new brand.

Oasis

Oasis launched their concept store in the Westfield Centre, London in 2008. They invited customers to a shopping party, which included an in-store nail bar, antioxidant refreshment from Sip and a Fashion Lucky Dip. The first 100 entrants were given goodie bags.

Liberty

British retailer Liberty have announced plans to launch a pop up store in an outdoor area at the Stratford Westfield center. A pop up store may be an interesting idea for Ann Inc. to raise consumer awareness of the brand, however they may decide to wait until the flagship store has shown some success and they are thinking of opening the franchise stores.

[Hannah W]