Michael Kors Campaign

Philip Wimbledon — Tue, 11 Apr 2017 16:51:08 +0000

On the 12^th May 2016, Michael Kors opened their biggest store in Europe on Regents Street, London. For the first time there is now a men’s product range in-store. YouCom Media looked at the marketing on offer from past campaigns and devised a course of action for how to take product marketing of fashion brands like Michael Kors to the public.

Product marketing for a retailer examines what products will be offered (in the case of Michael Kors, this is identifying the number of items in a range on offer. How strong is the product line?); It looks at who will be their target customers (how does your marketing communications connect with the type of segment the product wishes to attract?); How are the products going to reach those customers (the distribution channels); And what pricing will the products be offered?

The 16,000 square-foot space in London’s West End is Michael Kors’ largest boutique in Europe, boasting three floors of Kors collections. Michael Kors is celebrated the world over for his affordable must-have-handbags. Nearly every woman has either got a Michael Kors bag in her wardrobe or wants one. His aim, he said, was to make women ‘fall in love’ with his designs.

Michael Kors wanted a façade that houses a kitsch modern interior, with dark Macassar wood floors, Venetian wallpaper and made-to-order marble fixtures. The ground floor has the Michael Kors accessories range, the first floor has a wide women’s wear range and below-ground is the men’s collections.

Product Marketing Managers are the Voice of the Customer to the rest of the company. They have to gain a deep understanding of customer engagement with the product and drive that engagement. Michael Kors ultimately went for the GQ man with an underground pool table, drinks bar, white lighting and many models serving the customers.

To launch the new products for the opening of the new store #MyArrival was launched across platforms to follow four European men on their journeys to London. Each man has a unique style and social following to push the new men’s product range to the London audience; Matthew Zorpas, founder of The Gentleman Blogger with 128,000 followers; Parisian blogger Romain Costa; Mattias Swenson, a co-founder of bloglovin.com used by over 20 million; And DJ Laurens van Leeuwen (dating Victoria’s Secret Angel Romee Strijd and pictured above). This followed #SetYourSights a campaign more tailored to the female product range that has noted over 2.8 million hits.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, April 2017, London, ‘Product Marketing with Michael Kors.’

The post Michael Kors Campaign appeared first on YouCom.

Summerland.

Philip Wimbledon — Tue, 09 Feb 2016 18:11:29 +0000

Summerland is coming to the UK. Summer is a 27 day festival developed by the team behind Glastonbury Festival’s naughty corner and is expected to run at a secret location in London http://www.summerlandlive.com/#our-story

The organisers of Summerland hope to create a holiday getaway in the capital equipped with a jungle, waterfalls, hot tubs and live DJs. Each day Summerland will have four hour tickets available for the Winter-weary to come and experience summer by a tropical waterfall surrounded by the beach. Sand between your toes, entrants will sit underneath an artificial sky that goes from dawn to dusk, and on through the night (think of the film The Truman Show). After all, who wants to experience summer under a grey English sky? That would be as foolish an idea as Disneyland in Paris.

Any event that attracts large numbers will attract advertisers. YouCom Media offer event marketing services and see that Summerland has already attracted attention from leading brands such as Rubik’s Cube and Coca-Cola.

The event organisers show further project management excellence by dividing the shows so that the daytime tickets focus on families for little Johnny and Isabelle to build sand castles and eat ice-cream while mummy and daddy enjoy alternating turns with yoga, massage and wellbeing.

Then there are the night time show tickets. These are more ‘Bahamas pool-party’. UK visitors will see a stage created within the rocks next to the main waterfall on top of which a DJ will be mixing the decks at. Hot tubs will be positioned by the stage.

There will be characters wandering the arena copying the Disneyland experience. However just like a festival or a holiday resort, you can walk around where you please. You can bet there will be Tropical huts covered in palm leaves selling Caribbean food and cold lager n’ lime.

By using the event marketing equity crowdfunding model, it means that the people who love the idea actually get to own part of it.

Summerland will be the first festival that is equity crowdfunded. Seedrs have now created an investors forum and YouCom Media has the link for you to be in with a chance to get involved as a shareholder for only £10.

[https://www.seedrs.com/summerland]

NB. All of our main images are available without any text on our Pinterest site.

Follow the YouCom Media news posts to see the next developments.

Required reference:

YouCom Media News, Feb 2016, London, ‘Summerland. A Winter Paradise.’

The post Summerland. appeared first on YouCom.

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Michael Kors Campaign

Summerland.