POP-Up Store For Nigerians Research Paper Example
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The collection of six scarves will be designed by Kenzo and produced by Mantero. The reason why Kenzo was chosen for this special collection of scarves was because of its contemporary vision for younger consumers; most of its designs feature a combination of bright colors with modern designs, and its well-established brand name. Kenzo is originally a Japanese brand. This makes the collaboration with African consumer segments more appealing. The build of the scarves are high quality; the prices are also reasonably set at only around 10-20% higher more then the usual ones. From a price standpoint alone, this may seem to be a negative feature for this collection’s marketability but once the quality over price ration gets considered, it will surely leave all other collections’ value behind.
This will make the product even more special. In this case, the retail prices will be set at:
(90 x 90) 100% silk scarf – 95 pounds
(140 x 140) 65% wool and 35% silk – 250 pounds
(60 x 180) scarfs made from thickly woven silk – 150 pounds
The Pop-up Store
The launching of the pop-up store will be very special and will take place in the Saatchi gallery in London. The reasons why this place was chosen are simple: first, it will make the event more grand and exclusive; second, this will perfectly work for nouveau riche Nigerians; and lastly, it sets up the image of sophistication for the Kenzo scarves collection mainly because of the fact that not a lot of designer collection launches are done in prestigious galleries in a city that has very high standards and costs of living. It will be conducted in late September before the Nigerian Independence Day. In 2015, Nigerians will celebrate the 55th year of its independence which it got in 1960.
Based on the migration waves currently happening in London, the city will have huge celebrations on that day filled with cultural performances, parades, concerts of local pop stars and fashion shows featuring traditional Nigerian attires. The pop-up store will be open for 5 days not only as a boutique shop that sells products but also as an exhibit that showcases to the customers the uniqueness of the country, its traditions and wonderful nature.
The main idea is to create a story around the name of the pop-up store which is «55 birds of freedom». The inspiration came from the birds of heaven that inhabited the jungles of Africa. These birds are interesting mostly because they are hard to find; they have inspiring combinations of colors and they bring about the patriotic feelings to all Nigerians that moved out from their country. So first of all, the whole ceiling will be decorated with 55 birds that were designed by Kenzo. They will be flying out from the mouth of the signature Kenzo's tiger and will be moving with 3D graphic animations. This will create a mystique and at the same time a charming atmosphere featuring the deep African jungle where any person will be able to see the life of the birds and its short story.
Also 3D visual effects will be featured on the walls and will show trees and on the branches of those trees, customers will see all the six scarves having different designs. However the scarves will be real so all the visitors will be able to come and look at them closer, even touch and decide if they like them or not. To try them on, they will have to ask special assistance from the field staff who will bring it to them and sell it on the spot if they are willing to do so. The food will be cooked by a famous Nigerian chief with the small canapé of the signature Nigerians starters and champagne.
The online campaign will be launched on the brand's website 2 months before the opening date and the short story of the tiger that introduces the 55 birds of freedom will be shown. This will intrigue with not telling what will happen.
As long as the population of Nigerians in London is pretty high there are a lot of rich people that works mostly in the oil companies and many Nigerian tourists as well that spend huge amounts of money on the trendy expensive pieces. They shall be interested in buying the scarf collection because they would want to flaunt the brand name Kenzo because of its popularity.
Without reinstating, the Nigerians love their tradition and, therefore, the traditional flicks that shall be incorporated into the scarves as well. As stated before, the Nigerians take pride in and love the stylish top-notch products manufactured by the best designers and manufacturers of clothes and apparels. These reasons make them a very viable target market.
Moreover, a couple of magazines in UK are published by Nigeria-based companies; and some of the famous high-traffic websites are owned and operated by Nigerian companies and individuals too. All in all, the Nigerian community has gained its footing in the United Kingdom as a minority. These facts make the advertising pretty easy and available to any customer.
Articles and videos will be placed in the most popular media sources, for example, at 2dunspread.com (the biggest Nigerian web site in UK). To make sure that the right people will visit the event the private invitations will be sent to all the top customers by Kenzo and to well known and respectful Nigerian personalities. During the first day of the store’s opening, pop-up will be opened for private visitors and local pop starts will be invited to perform. The remaining 4 days of the event will be open to everyone. This big and upcoming event for Nigerians will show the results of the special collaboration of the people and companies who worked behind the scenes and the materialization of expectations that the collection will be sold out in just a few days or weeks’ time.
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