Part 1 of a proposal developed in 2009 for exciting Malaysian retail with converging retail, creative economy, sustainability, brands and unconventional media centred around an inflatable pop up
Part 1 of a proposal developed in 2009 for exciting Malaysian retail with converging retail, creative economy, sustainability, brands and unconventional media centred around an inflatable pop up retail mall.
PRIVATE & CONFIDENTIAL RELEASE VERSION 1.2 A STRATEGIC INTEGRATED CREATIVE MARKETING PROPOSAL FOR: Malaysia Year-End Sale An unexpected shopping adventure.A Unique Proposal For Making New Perspectives:Exciting Retail and Developing Shopping Tourism. UNCONVENTIONAL RETAIL
PRIVATE & CONFIDENTIALIN PART 1: CAUSE & EFFECT THE BEGINNING
PRIVATE & CONFIDENTIAL It is natural that, from time to time, family Weddings INTRO members would have wanted to see each other. Destination Shopping The same is true of friends who were permanently Choice FactorsVisiting Friends And Relatives or temporarily parted by migration and nomadic Religious festivals lifestyles. Gastronomy (learning to cook and A niche market acting like activity – enjoying gourmet Meals in restaurant) tourism, but it differs in that it involves Destination little or no physical exertion Choice Factors Special Interest Tourism Attending music festivals BACKGROUND The type of interests are very diverse Painting Individual business trips, PART 1: CAUSE AND EFFECT Takes place as part of people’s business occupational commitment attendance at meetings training courses and conferences Largely in work time 1 Destination Visiting and organizing trade transport to tour areas; walking, cycling and riding Using modes of Business Tourism Choice Factors ‣ The Blurring of business tourism with leisure Malaysia Year-End Sale (formerly Malaysia Savings Sale) is a major attraction in the Malaysian tourism fairs and exhibition 2 calendar.their family held oannually and the 2nd shopping sales event in the calendar Destination place at evelopment but are aof the year tourism, particularly is a business person takes It when ith them n w taking A more recent d the end rapidly growing market Undertaking product launches Choice Factors Activity Tourism from the r last their business ttofto November through to the New Year. land – based sports; golf and the Malaysia Mega-Sale taking place just after business o extends week rip incorporate a relaxing holiday after heir Participating in The other is tennis work is nished (Davidson, 1994) mid-year between July and August coinciding with the Middle-Eastern Summer peak travel season. Incentive travel 3 Taking part in water – based activities; diving and wind – sur ng ‣ This sale comes at a perfect time, coinciding with the Christmas and New Year Festive Season as well as the Malaysian school holiday season. And several more important National public holidays. One of the oldest forms of tourism Shrines ‣ Despite the importance of these 2 country-wide retail events, but to date have yet had any noteworthypleasurable activities Destination Seeking campaign,Religious Tourism Involves people traveling often as a sense of duty Choice Factors on-ground activation, event or activity Attending religious events either as promotions or celebrations. Ad-hoc events with third-rate talent and unprofessional event management hardly deliver the quality of entertainment, promotionsThe four “S’s” of sea, sand, sun and sex and attractions Visiting places with religious signi cance interesting enough for local Malaysians let alone foreign tourists as a draw for enticing destination tourism. ;-) Destination Choice Factors Tourism experience is based on physical Hedonistic Tourism pleasure and social life ‣ A planned campaign or strategic promotions plan, creating both consumer and industry awareness in ways allowing for both Malaysia Mega-Sale and Mineral springs Year-End Sale to be more than just turning the entire hedonistic tourist is ointo a Simply about exploiting natural Malaysia The country ften younger phenomena for their medicinal bene ts and travels in a group with other like Health Tourism discount store. Destination Choice Factors minded people. Sea water These resorts became centers of ‣ The Malaysia Year-End Sale is organized under the Ministry of Tourism through Tourism Malaysia Secretariat and fashion and social activity Malaysia Shopping Secretariat. Mountains, water, etc – related scenery Destination Desire to view spectacular natural ‣ For the past decade or so, the tourism industry is the second income earner for thescenery has ourists since time immemorial A broad area which is primarily concerned with national stimulated t Choice Factors Scenic Tourism providing opportunities to participate in tourism Urban areasSocial Tourism economy, after manufacturing. 2007 Malaysia registered 20.97 million tourists against RM46.1 billion in X Destination Choice Factors receipts. not normally be able to go 9th Malaysia Plan, the tourism target is to achieve 24.6 million tourists with RM59.4 For those who would Under the nancial or health reasons, primarily billion in tourism receipts by the year 2010. Attendance at traditional festivals ‣ Shopping is the second major revenue-generating activity after payment for accommodation, contributing but is anbusiness or RM12.2 billion of the overall tourist expenditure (breakdown for 2007) Not a new phenomenon, 26.6% important segment of the tourism Visits to heritage attraction Clearly linked to the special interest National, regional or local food and wine tourism and Encompasses many elements of the tourism market Educational tourism has developed in a number Destination of ways i.e. Student Exchanges – young people Choice Factors Cultural Tourism Destination X Watching traditional sporting events, travel to other country to study and learn moreEducational Tourism Choice Factors about the culture and language of other people Holidays motivated by Sampling Local Produce or product, etc. Taking part in local leisure activities Special Interest Holidays – people s main motivation for taking a trip is to learn something new such as cookery classes, gardening – Etc themed cruise to language classes
PRIVATE & CONFIDENTIAL INTRO RESEARCH PART 1: CAUSE AND EFFECT CURRENT STATUS Communication Retail Shopping Events & Activities‣ Good campaign communication is attractive ‣ Strong support from Retailers nationwide, ‣ Except for a very few, mostly are not relevant to the eye and translates well to BTL, Decor, etc- Media support & in-store / mall activities adds and does not add any real value or attraction to buzz from A&P but of value only to domestic‣ Ads are visually appealing but insufficient as a markets and landed foreign visitors. ‣ Almost all have low value with entertainment, destination pull factor in decision process with production and/or content unable to assist any International and Asian tourists markets ‣ In-store activities need improvement to be an improvement with domestic or foreign travel attraction and pull factor for travel decisions‣ A&P makes good awareness / buzz for local ‣ Events target and reach only a few tourist market and for attracting foreign visitors and ‣ Mall pull factors especially merchandise range segments with nearly none that are appealing tourists already landed to visit malls and is less unique compared to more attractive to leisure and urban entertainment tourism shopping centers, etc competitor offerings - Singapore and Thailand segments CAN BE MORE EFFECTIVE NEEDS IMPROVEMENTS VERY WEAK (IF ANY) ROI
PRIVATE & CONFIDENTIAL INTRO‣ Shopping is not usually the primary reason for travel, it forms part of the trip and side activity, a very popular part of an urban tourism package and often IDENTIFYING combined with the main attraction for travel i.e: activities like sightseeing, etc. SHOPPING Lately, trends recently indicate shopping is now the main push for destination travel. TOURISM SEGMENTS‣ Nowadays, tourist attractions of the past like historical sites, nature and large commercial cities have been taken over by new attractions such as leisure parks and large malls in becoming the break from everyday routine. RESEARCH PART 1: CAUSE AND EFFECT‣ Shopping is seen as a form of recreation providing enjoyment and relaxation. Most travelers say that their most recent trip that included shopping was for leisure purposes.* SHOPPING+TOURISM? Sought shopping opportunities and participated in shopping activities‣ Distinction between shopping for necessities and shopping as recreational and X fashionable status of the region Did not shop at all 4 1 Fashionable status of the region Destination Had high levels of participation on most Destination X variety of activities leisure pursuit: Choice Factors Lowest participation rates for most activities The Non-Shopper The Series Shopper of the activities available Choice Factors Variety of activities Opportunities to shop were not important Lowest attendance at most attractions Role of shopping in High levels of attendance at many of the tourists’ destination ‣ A Pleasure Activity. Active Family or Social Interaction. Utilitarian Purposes Only. choice and experience commercial tourist attractions in the region (Gianna Moscardo, Australia, 2004) leisure shoppers seeking Shoppers solely focused on Non-shopper groups -Nature-based activities and attraction 3 Engages in shopping as a by product of social, relaxation bene ts economic aspects of The Not-Serious Shopper Opportunities to shop were not important Destination Choice Factors spending longer in the region. The Not-so-serious Shoppers 2 Shopped only for local arts and crafts Destination Nature-based activities and attraction Choice Factors The Arts-and-crafts Shoppers and value for money as shopping. The Arts & Crafts & The Non-Shopper Opportunities to shop were not important well. The Series Shopper. Shopper. Tourism styles are concepts emphasizing on tourists’ travel activities and interaction level. I.e: Sought shopping opportunities and ‣ For urban entertainment tourism: tourists participated in shopping activities are active shoppers; that the wide variety of 1 likely shopping venues attests to importance Fashionable status of the region of shopping as a form of entertainment. Had high levels of participation on most Destination The Series Shopper of the activities available Choice Factors ‣ For the active outdoor profile provides a Variety of activities more limited link between tourism activities and souvenir acquisition. I.e: active High levels of attendance at many of the involvement in hiking, backpacking, etc. take commercial tourist attractions in the region tourists far, away from shopping place and Shopping opportunities, and little time for shopping. It is natural that, from time to time, family members would have wanted to see each other. The same is true of friends who were permanently Destination Choice Factors Weddings Visiting Friends And Relatives or temporarily parted by migration and nomadic Religious festivals Gastronomy (learning to cook and A niche market acting like activity – ‣ Travels activities and souvenir purchasing lifestyles. enjoying gourmet Meals in restaurant) tourism, but it differs in that it involves 2 Destination little or no physical exertion Special Interest Tourism Nature-based activities and attraction Choice Factors Attending music festivals Shopped only for local arts and crafts Destination Painting The type of interests are very diverse behavior may be different for people on work- Choice Factors related trips compared to those who travel Individual business trips, The Arts-and-crafts Shoppers Takes place as part of people’s business occupational commitment attendance at meetings Opportunities to shop were not important primarily for vacation purposes. training courses and conferences 1 Largely in work time Destination There are tourists who like to shop more than others, even some who don’t like shopping. Using modes of transport to tour areas; walking, cycling and riding Visiting and organizing trade Business Tourism Choice Factors fairs and exhibition Blurring of business tourism with leisure 2 tourism, particularly when a business Destination A more recent development but are a rapidly growing market person takes their family with them on Choice Factors Undertaking product launches Participating in land – based sports; golf and tennis Activity Tourism business or extends their business trip to The tourists that like shopping most, fall in this category. incorporate a relaxing holiday after their work is nished (Davidson, 1994) Incentive travel Shopping 3 Taking part in water – based activities; diving and wind – sur ng One of the oldest forms of tourism A niche market acting like activity – Shrines Gastronomy (learning to cook and Seeking pleasurable activities Destination Religious Tourism Involves people traveling often as a sense of duty Urban Entertainment Choice Factors tourism, but it differs in that it involves Attending religious events enjoying gourmet Meals in restaurant) The four “S’s” of sea, sand, sun and sex Types Of Tourism “The History Of Tourist Visiting places with religious signi cance Destination little or no physical exertion ;-) Destination Behavior” Special Interest Tourism Choice Factors Tourism experience is based on physical Hedonistic Tourism Choice Factors pleasure and social life (John Swarbrooke & Susan Horner, 1999) Attending music festivals or more popularly The hedonistic tourist is often younger and travels in a group with other like minded people. Tourists Health Tourism Simply about exploiting natural phenomena for their medicinal bene ts Destination Choice Factors Mineral springs Sea water make the biggest group in These resorts became centers of The type of interests are very diverse fashion and social activity Mountains, water, etc – related scenery Painting Urban areas Destination Choice Factors Desire to view spectacular natural scenery has stimulated tourists since time immemorial Scenic Tourism Shopping Tourism A broad area which is primarily concerned with providing opportunities to participate in tourism Destination X Social Tourism Choice Factors For those who would not normally be able to go nancial or health reasons, primarily Nearly four in ten shopping travelers agree that a trip is not complete without Attendance at traditional festivals Visits to heritage attraction Not a new phenomenon, but is an important segment of the tourism business Clearly linked to the special interest tourism and Encompasses many going shopping during the trip* National, regional or local food and wine elements of the tourism market Destination Educational tourism has developed in a number Choice Factors Cultural Tourism of ways i.e. Student Exchanges – young people Watching traditional sporting events, Destination X travel to other country to study and learn more Educational Tourism Choice Factors Holidays motivated by Sampling Local about the culture and language of other people Produce or product, etc. Taking part in local leisure activities Special Interest Holidays – people s main motivation for taking a trip is to learn something Etc new such as cookery classes, gardening – themed cruise to language classes* Source: The Shopping Traveller Survey, TIA
PRIVATE & CONFIDENTIAL INTRO SHOPPING ‣ Tourism and leisure activities are motivated by breaking away: “the wish to contrast day-to-day or ordinary life routines” or “the wish to be out-of-place” ‣ When a tourist, a person’s shopping and purchasing behavior as a consumer TOURISM often varies considerably from their normal pattern at home because vacation SEGMENTS travel is ‘unordinary time’, which is described as time when individuals are not MOTIVATION RESEARCH working, not serious, not responsible or not thrifty, in an escape or a break from their normal routine ‣ Travel souvenirs used ‣ A souvenir represents ‣ Gift giving as a PART 1: CAUSE AND EFFECT = SHOPPING TOURIST for social reasons, of a special keepsake to means of supporting It is natural that, from time to time, family and identity building individuals regardless Weddings a relationship with the members would development self have wanted to see each other. of its type or value. Destination others Shopping The same is true of friends who were permanently Choice FactorsVisiting Friends And Relatives or temporarily parted by migration and nomadic Religious festivals1 ‣ Shopping as a lifestyles. ‣ Taking advantage of price differences was a Gastronomy (learning to cook and ‣ Tourist shoppers also A niche market acting like activity – tourism, but it differs in that it involves motivation, but was not the sole motivation for enjoying gourmet Meals in Arts And People Travelersno physical exertion Ethic, restaurant) Destination little or look for excitement 2 Special Interest Tourism leisure Choice Factors or Active Outdoor Tourists cross-border shopping and pleasure , Attending music festivals & seek opportunities The type of interests are very diverse trips when taking into account the travel expenses Active tourists with an interest in the culture of the Painting hedonistic Takes place as part of people’s activity Enjoyed a range of active, outdoor, nature based Individual business trips, destination that they visited and were particularly to interact with ‣ Motivated by the favorable exchange rate 4 people at local attendance at meetings is encouraged in by business occupational commitment pursuits and who sought souvenirs associated attracted to local arts and crafts. means of the with these outdoor activities shops uniqueness Largely in work time , training courses and conferences SHOPPING TOURISTS 1 ‣ Motivated by ‣ The souvenirs a purchasing traveler brings back 3 goods Destination Using modes of transport to tour areas; walking, cycling and ridingBusiness Tourism Visiting and organizing trade (1994) & souvenir products Choice Factors fairs and exhibition attractive naturebusiness tourism with leisure Blurring of of home carry special 2 the shops, tourism, akes their family waith usiness n settings, when b them o particularly for preserving Factors memoriesrecent development but are andgrowing market A more a rapidly symbolic trip Destinations Destination person t Undertaking product launches Choice 3 Activity Tourism range of goods oand their business ttheir to business r extends incorporate a relaxing holiday after work is nished (Davidson, 1994) the ambience of the rip Incentive travel Participating in land – based sports; golf and tennis memories provide people with a unique 3 to cherish stores Urban Entertainment Travelers environment andn water – based activities; diving and History And Parks Travelers Taking part i stimulation wind – sur ng apart from those of ordinary shopping setting. Accordingly, tourists’ experiences and behaviors are closely Adventure Shopping Very active and especially interested in One of the oldest forms of tourism Inactive Shoppers More interested in history and nature and nightlife and entertainment; this group Shrines associated with the travel destination. who sought both souvenir if local arts and Not interested in shopping and not Seeking pleasurable activities iewed as an adventure Shopping is vReligious Tourism purchased souvenirs to display at home Involves people traveling often as a sense of duty Destination Choice Factors crafts and printed materials which concerned about price, service or and which often carries the logo Attending religious events of the product assortment supported their interest in history and Transitional Shoppers religious signi visited destination nature The four “S’s” of sea, sand, sun and sex Visiting places with cance Anticipated Utility ‣ Strengthening social and family ties by ;-) Destination ‣ Shopping presenting gifts and souvenirs to prelatives, friends orTourism Tourism experience is based on hysical Young people who often switch stores Tourists The aim of the shopping is to obtain the 5 Choice Factors pleasure and social life Hedonistic product. Shoppers expect to gain the colleagues. utility offered by the product purchased. Social Shopping Simply about exploiting natural Shop in unique Mineral springs or different kinds of Optimum Stimulation Level The hedonistic tourist is often younger phenomena for their medicinal bene ts stores where they could buy something Destination Active Shoppers and travels in a group with other like Health Tourism Choice Factors minded people. special for others or hunt for a bargain. Shoppers see the main purpose of Sea water These resorts became centers of Looking for value for money, and shopping as an opportunity to socialize fashion and social activity interested in exclusive products and SHOPPING Price Shoppers SHOPPER TYPOLOGIES (Lesser And Hughes, 1986) retailers with an upper middle class appeal MOTIVATION Willing to give up quality, service and TYPOLOGY Value Shopping water, etc – related scenery Mountains, Destination Desire to view spectacular natural assortment for the lowest price Choice Factors scenery has A broad area which is primarily concerned with Urban areas stimulated tourists since time immemorial Scenic Tourism providing opportunities to participate in tourism The purpose of this and a bargain ctivity is to Destination XSocial Tourism Choice Factors Grati cation Shopping For those who would not normally be able to go ‣ Experential Tourists Service Shoppers ‣ Advantage of unique goods nancial or health reasons, primarily provided or bargaining prices offered 2 Shopping is used as a reward Place importance on entertainment Pay higher prices for additional services, seek including treating themselves, shopping convenient stores with friendly personnel Attendance at traditional festivals Dedicated Fringe Shoppers in different kinds of stores & enjoying Not a new phenomenon, but is an social interactions with friends Role Shopping Visits to heritage attractionContinuously looking for new products and new tourism business important segment of the Clearly linked to the special interest ways of shopping, neither brand, nor store loyal, and family tourism and Encompasses many National, regional or local food and wine Shopping motive relates to the not interested in socializing Educational tourism has developed in a number shopper’s role in society Destination Choice Factors 1 elements of the tourism market Cultural Tourism getting away from a Idea Shopping of ways i.e. Student Exchanges – young people ‣ Passive Tourists Destination X Watching traditional sporting events, travel to other country to study and learn more ‣Educational Tourism about the culture and language of other people Choice Factors Traditional Shoppers The added value of Holidays motivated by Sampling Local Produce or product, etc. This shopping is undertaken to provide Special Interest Holidays – people s main motivation for taking a trip is to learn something Exhibited low motivation for the majority i f t h e p u s h f a c t o r s r e l a t e d to Not enthusiastic about shopping, neither very price sensitive nor very demanding Taking part in local leisure activities routine living environment & sampling a different the shopper with up-to-date information on products and trends culture. new such as cookery classes, gardening – Etc themed cruise to language classes shopping
PRIVATE & CONFIDENTIAL INTRO ‣ While shopping is predominantly functional on many occasions and for most consumer groups, there is a higher level shopping experience which is IDENTIFYING TARGETING culturally aesthetic as well as self indulgent and fun. SHOPPING ‣ Shopper’s shopping motivations con rms the value of seeking distinctiveness in TOURISM the shopping environment. Travelers who shop want to visit different, rather SEGMENTS RESEARCH than familiar, stores, most traveling shoppers want to shop at stores they do not have in their home city or town* PART 1: CAUSE AND EFFECT MAIN SHOPPING TOURISTS: SHOPPERS NEED TO SHOP Urban Entertainment Tourists having higher levels of shopping motivation are found in consumer categories of living more sophisticated lifestyles, have develped consumer awareness and is world- savvy from above-average to high-income earning groups with frequent international travel TRANSCENDENCE While they travel, these tourists spend Recreational Shoppers approximately three to To achieve self-fulfillment, not just in the acquisition of goods but in the act of shopping itself, which has been SELF-ADULATION four times more than Time-rich, experiential interest the average shopper at described as ecstasy for some, or on some occasions Shopping as a culture experience shopping centers & malls* Experiential Shoppers HIERARCHY OF SHOPPING NEEDS Time-poor, experiential interest To enjoy an aesthetically pleasing environment and AESTHETIC NEEDS buy attractive merchandise Shopping as a culture experience Intense Social Shoppers To be aware of consumer rights and thus shop with NEEDS TO KNOW & UNDERSTAND confidence Consumer rights and awareness Time-rich, social but no experiential interest CONSUMER CLASSES (2001) Social Shoppers To acquire esteem through the association of high ESTEEM NEEDS Time-poor, social but no experiential interest status brands Adopting brands for the identity they confer To achieve reinforcement of one’s belonging status BELONGINGNESS & LOVE NEEDS through shopping with a friend or peer group Shopping with peer group / friends Low-price Shoppers To shop in a safe environment, to be able to park or Time-rich, neither social nor experiential interest SAFETY NEEDS arrive and depart safely by bus, to feel safe from muggers and to be able to get the goods home safely A safe environment Convenience Shoppers To procure basic functional goods PHYSIOLOGICAL NEEDS Food and functional clothing Time-poor, no social nor experiential interest* Source: The Shopping Traveller Survey, TIA
PRIVATE & CONFIDENTIAL INTRO‣ The demand for travel to cities has greatly increased over the last few decades. While many travel for business or convention purposes, IDENTIFYING ATTRACTING others are traveling on leisure time to learn about other cultures, to SHOPPING develop their speci c interests, and to seek entertainment. But what TOURISM exactly are the speci c elements of the urban tourism product that SEGMENTS determine the attractiveness of a city for visitors? RESEARCH PART 1: CAUSE AND EFFECT BESIDES SHOPPING? U R B A N E N T E R TA I N M E N T T O U R I S T S T R AV E L T O S E E K A N D D I S C O V E R DISTINCTIVE + UNIQUE + EXPERENTIAL + CONTEMPORARY + ICONIC D E S T I N AT I O N S SPECIAL ACTIVITY E N T E R TA I N M E N T SHOPPING CULINARY & VENUES INTERESTS PA R T I C I PAT I O N AS EXAMPLES View architecture & Rainforest World Music Chaktuchak Market, Tung Shin Wan Tan Borneo Ink, Kuala Big Bang, Kuala Lumpur urbanizing in China Festival, Sarawak, Bangkok Mee, Kuala Lumpu Lumpur Malaysia IDN Design Conference, Zouk, Singapore Arab Street, Singapore El Cerdo, Kuala Lumpur Bangkok International Hong Kong Global Gathering, UK Film Festival, Bangkok Sydney Opera House, BlackXCDG, Singapore Night Festival, Sydney Beyonce LIve in Cemeti Art Gallery, Concert, Singapore Jogjakarta POP-CULTURE ICONS, WORLD-CLASS UNIQUE EVENT UNDERGROUND UNIQUE AND/OR EVENTS, UNIQUE UNIQUE BRANDS & UNIQUE CUISINE OR EXPERIENCE , ONE- SCENES, SPECIALIZED FIELDS EVENT EXPERIENCE OR PRODUCT OFFERINGS DELICACY OFF EVENT OR CONTEMPORARY OF INTEREST INTL. TALENT DRAW ACTIVITY COMMUNITIES, ... B E I N G T H E M O T I VAT I O N S
PRIVATE & CONFIDENTIAL POP UP PLUSWHEN BODIES THE OLLIDE CBIG PICTURE PART 2:
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL THE OTHER CONSUME SIDE OF WHAT’STHE BIG PICTURE PART 2: NEXT? KUALA LUMPUR Introducing What Is New GOING FORWARD LEISURE A Retail Adventure A u g m e n t i n g Diversifying & increasing retail range with new w i t h s o c i a l brands, collections, products and labels. r e s p o n s i b i l i t y DIVERSITY. VARIETY. RETAILSHOPPING & RETAIL gives traditional Create uniqueness CHOICE. shopping new Presenting high-quality through producing quality design m e a n i n g s & entertainment in a variety views on of ways from very- CREATE AWARENESS fashion and products homogenous initially available only in A call to excite consumers routine activity. exclusive secret-parties e t to Malaysia and stimulating and energizing retail with growth for the Malaysian unusual environments and public GIVING stre performances challenging NURTURE h o w p e o p l e v i e w BACK creative economy shopping entertainment LOCAL entertainment. Socially Responsible ENTE Stimulate creative experiences. Showcasing the Entertainment economy and Exploring Spaces for d i v e r s i t y of creating Parties that RTAIN M a l a y s i a n really take it to the entrepreneurship Retail Environments entertainment talent. next level. Because making money is not MENT Not just Dj’s. Not just Developing inner-city sightseeing products and Bands. And none of the only important educational travel products from shopping, and this are on a stage thing to do in this looking at new ways of activating retail for tourism. or in a club. world. TRAVEL Have fun, really LEISURE & ENTERTAINMENT have fun and MAKING take your time in NEW Travel Products and Experiences TOUR doing it. Don’t Rediscover your city going shopping. Find places you THINGS rush. You dont get so many never knew existed, Revisit forgotten spaces when we represent your city back to you. OF VALUE -ISM chances and nothing lasts DISCOVERY TRAVEL, VISITOR EXPERIENCE & GIVING NEW MEANING forever and all this surely won’t Creating Excitement, Innovation and Having be here for long. Memories are all Fun A UNIQUE ADVENTURE OF DISCOVERY that we leave Contribute. Participate. b e h i n d . G o o d Enjoy. So you think you BE ENTERTAINED, LEARN AND ENJOY OUR ones. know what shopping is CreatIon of about? Think again. TRULY INTERACTIVE & IMMERSIVE BIG BANG Commerce Creative Communities SHOPPING EXPERIENCE
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL BIG PART 2: THE BIG PICTURE BANG IS... KUALA LUMPUR A Retail Adventure SHOPPING TOURISM OBJECTIVES STIMULATE LOCAL CREATIVE ECONOMY AS A PLATFORM FOR EXCITING RETAIL FORMS, METHODS & ENTERPRISE ESPECIALLY FASHION & & RETAIL GOODS WHICH IN TURN GENERATE ATTRACTIVE FASHION-RELATED FOR PRODUCING TOURISM PRODUCTS OF INTEREST TO MAIN TRAVEL UNIQUE AND DISTINCT RETAIL GOODS TARGET MARKETS WITH MALAYSIA SHOPPING SECRETARIAT COMMUNICATION (TOURISM) RETAIL SHOPPING THRU SHOPPING TOURISM CAMPAIGNS Make communication more effective INCREASE & DIVERSIFY RETAIL WITH NEW BRAND & with: Increase Attraction with Retail Shopping: PRODUCT OFFERINGS THRU: Content attractive to main INTRODUCING NEW BRANDS, LABELS AND DESIGNERS Attracting Urban motivations of shopping Entertainment Tourists with DEVELOPING & EXPOSING NEW TALENTS WITH FRESH CREATIVE IDEAS, FASHION & PRODUCTS tourists; andUNIQUE ENTERTAINMENT, TALENTS, EVENTS & ACTIVITIES DEVELOP MALAYSIAN TALENT TO PRODUCE UNIQUE & DISTINCT Content making the travel PRODUCTS OF CREATIVITY decision process easierImprove Product Offering with PRODUCE NEW SPACES FOR CREATIVE DISPLAY OF FASHION, UNIQUE PRODUCTS & DISTINCT PRODUCTS & RETAIL.; EXPLORING WITH IDENTITY with Brands & Goods PRODUCE AN EVENT RELEVANT & NEW FORMS AND METHODS OF FASHION RETAIL COMPLEMENTS RETAIL SHOPPING: UNCONVENTIONAL MEDIA FORMS FOR PRESENTING FASHION PROMOTING RETAIL SHOPPING & EVENTS & ACTIVITIES DRIVING TRAFFIC TO RETAIL OF INTEREST TO ATTRACT SHOPPING Improve and Produce Events & IMPROVE & DEVELOP UNIQUE & DISTINCT ENTERTAINMENT TOURISTS Activities that Are: OF HIGH-INTEREST TO MEDIA TO INTRODUCE & PROMOTE IN-DEMAND INTERNATIONAL TALENTS & Relevant in attracting Urban ENTERTAINMENT CREATE MEDIA OPPORTUNITIES Entertainment Tourists DEVELOP & DIVERSIFY MALAYSIAN ENTERTAINMENT TALENT POOL CONTAINING TOURIST TRAVEL EXPERIENCES LEADING TO SPINOFF UNIQUE AND DISTINCT CREATE NEW ENTERTAINMENT PRODUCTS WITH MALAYSIAN TALENT POOL EXPLORING WITH TRAVEL PRODUCTS RELATING TO RETAIL SHOPPINGENTERTAINMENT, TALENTS, EVENTS & ACTIVITIES NEW FORMS OF MUSIC PROMOTION EVENTS UNCONVENTIONAL MEDIA FORMS FOR PRESENTING MUSIC EXPERENTIAL MASH-UPS: MULTTI-DISCIPLINE / CROSS-PERFORMANCE ENTERTAINMENT
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL WHAT THE BIG PICTURE PART 2: BANG?KUALA LUMPUR A Retail Adventure PROJECT DESCRIPTION DESCRIPTION 1. A COLLECTION OF POP-UP EVENTS & GUERILLA ACTIVATION Create Increase of Value, Interest and Attraction for Malaysia Year-End Sales OUTPUT 2. PRODUCING EXPLORATIONS WITH NEW FORMS & METHODS FOR RETAIL & ENTERTAINMENT New Ways to Present • New Ways to Experience • New Ways to Trade • New People New Stuffs New Places 3.INTENTION EXCITE PEOPLE WITH REENERGIZING RETAIL Develop Buzz, Interest and Awareness in Media, Consumers and The Industry 4. INCREASE ATTRACTION WITH UNIQUE PROPOSITIONS & INCENTIVES Attract Media Interest • Attract Domestic Consumer Sales • Attract Foreign Shopping Tourists 5. PROMOTE SOCIAL RESPONSIBILITY & SUSTAINABLE CONSUMPTION Bene ting Social Causes • Waste Reduction • Recycling • Natural Resource Preservation 6. INSPIRE CREATIVE ECONOMY WITH UNCONVENTION Cost-Effective • Income-Creation • Industry-Generation • Trade-Commodity
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL POP-UPS? GORILLAS? PART 2: THE BIG PICTUREKUALA LUMPUR A Retail Adventure A QUICK INTRO THE POP-UP IS A WORLDWIDE PHENOMENON Pop-ups are spaces that do a “Now-You-See-It, Now-You-Don’t” They are Temporary Spaces, Shops, Galleries, Restaurants, etc materializing in vacant spaces, unoccupied buildings and lots, transforming for a very short period of time into something fresh and unexpected, Pop-ups allow playful, creative experimentation, producing constantly new ideas, methodology, perspectives affecting brand, product and consumer as deep as to affect industry-wide change. As stores, spas, restaurants, bars, even buildings and etc. Pop-ups just keep on popping up. EXCITING FOR CONSUMERS. Consumers are given new experiences and the excitement of searching and discovering a pop-up comes with plenty of new found surprises adding on to the thrills. As temporary spaces, pop-ups are often multi-purpose spaces allowing simultaneous activities, performances, plays, etc. REFRESHING FOR BRANDS. With existing brands and products,, away from Malls and Boutiques, in Pop-ups become more exciting to look at, more attractive to consumers and more appealing to purchase, making the sale not just a product but a souvenir of an experience or memory. For new brands, crossover projects, one-off designer lines with limited product range, Pop-ups are a cost-effective way to set up operate a store for retail and create hype.
THE GENERAL OVERVIEW 7D Fashion Sex Pop Culture Celebs Ads Business Eco Art & DesignCrate SpacesLuxury (GALLERY) Pop-Up O!ces - Life in 24 Hours Science Bizarre More [+/-] Saturday, April 25, 2009 2:23:41 PM Asia/Kuala_Lumpur ALL Tech Fashion Sex Pop Culture Celebs Ads Business Eco Art & Design Life Luxury Science PRIVATE & CONFIDENTIAL Filter All 1. Body Builder Pin- 2. Storytelling Digital 3. Freaky Foot Sites 4. Celebratory 5. 25 Unique 6. Artistic Bleached 7. 20 Sweet Retro 8. 75 Sinuous Filter All 1. Body Builder Pin- 2. Storytelling Digital 3. Freaky Foot Sites Issues Celebratory Ups Art #1 in Trends Magazine 4. Lookbooks 5. 25Clothing Unique 6. Artistic Bleached 7. 20 aDesigns Retro Join Now8. 75 S Sunglasses Architecture Sweet Login or Become Trend Hunter: NEW Ups Art Magazine Issues Lookbooks Clothing Sunglasses Architectu Newsletter Trend Reports Keynotes Tools Community Add a Trend About HOT Trends TV Awesome! Newsletter Search Trend Reports Keynotes Tools Community Add a Trend About 12H 24H ALL Tech Fashion Sex Pop Culture Celebs Ads Business Eco Art & Design Life Luxury Science Fashion Sex Pop Culture Celebs Ads Business Eco Art & Design Life Luxury Science Bizarre More [+/-] 7D 3D Cecilia Biemann Pop-up Sportswear Stores POP-UPS! 560 Trends Edit NEW Filter All 1. Viral Movies 2. Viral Retribution 3. Sliced Mermaids 4. Political Anti-Gay 5. 20 Hilarious Viral 6. Age-Defying Yogis 7 Cecilia Biemann Pop-up Sportswear Stores 1,169,000 Views Trends TV Newsletter Trend Reports Keynotes HOT Tools Community Conventions Add a Trend About Marriage Support Awesome! Videos Search F The Reebok Flash 560Comments 4. Political Anti-Gay 5. 20 HilariousTech Fashion Sex Pop Culture Music24H AdsEdit 8. Stellar Sand Design Life Luxury Science Bizarre More [+/-] 40 Trends 12H 1. Viral Movies 2. Viral Retribution 3. Sliced Mermaids ALL Viral 6. Age-Defying Yogis 7. 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THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL 1 BIG PART 2: THE BIG PICTURE BANG IS...KUALA LUMPUR A Retail Adventure CONTENTS 1 ONE HUGE & IMPRESSIVE INFLATABLE STRUCTURE3 2 2 A POP-UP STORE 3 3 2 4 GUERILLA GALLERY-BOUTIQUES 6 4 5 A FEW REALLY GOOD SOCIAL-FUND-RAISER EVENTS 5 SOME AMAZING LIVE PERFORMANCE ART & ENTERTAINMENT 4 6 A LOT OF FANTASTIC ADVERTISING & PROMOTION EXPERIENCES 5
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL BIG PART 2: THE BIG PICTURE BANG IS...KUALA LUMPUR A Retail Adventure LOCATIONS POP UP PLUS In atable Structure main center for all Big Bang activities and venue for BLCKSTOR Pop-up Store and ENTERTAINMENT - LIVE & DJ Social-Fund-Raiser Events RANDOM Guerilla Fashion-Performances for promoting mass awareness Supported by Guerilla Retail ‘Stores’ creating sales opportunities DON’T THINGS By Don’t Panic 4 Guerilla Gallery-Boutiques in 4 different locations
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL BIG PART 2: THE BIG PICTURE BANG IS... KUALA LUMPUR A Retail Adventure ACTIVITY OVERVIEWDAY Day 0 Day 1 Day 2 Day 3 Day 4 Day 5 Day 6 Day 7 Day 8 Day 9 Day 10DATE POP UP PLUS Inflatable Structure central venue for all Big Bang activities DON’T THINGS By Don’t Panic 4 Guerilla Gallery-Boutiques DON’T THINGS by BLCKSTOR Pop-up Store RNDM Guerilla Fashion Shows & Retail ‘Stores’ ENTERTAINMENT - LIVE & DJ Social-Fund-Raiser Events
THE GENERAL OVERVIEW PRIVATE & CONFIDENTIAL BIG PART 2: THE BIG PICTURE BANG IS... KUALA LUMPUR A Retail Adventure SUPPORTING SOCIAL CAUSES To Be Con rmed HIV/AIDS AWARENESS SUSTAINABLE REVOLUTIONIZING CREATIVE ENTERPRISE Support for PT Foundation CONSUMPTION FASHION HERITAGE Support for TBC in conjunction with Creating awareness for Support for TBC World Aids Day Natural Resource Preservation,on Tuesday, December 1st, 2009 Waste Reduction, Recycling & Practices for Sustainable Living
USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 001 BIG BANG IS... PART 3: UNIQUE SELLING PROPOSITION #001 INNOVATION A Retail Adventure
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure Very High 001 PART 3: UNIQUE SELLING PROPOSITION #001 Visibility Venue StructureProposed In atable Structure main center for all Big Bang activities BLCKSTOR Pop Up Store and Entertainment Venue for Social-Fund-Raiser Events
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 001 PART 3: UNIQUE SELLING PROPOSITION #001 8.2m 23.8m Suria, KLCC FRONT ELEVATION SIDE ELEVATION Strategic Central A Location Pavilion, KL Located midway journey between Suria, KLCC and Pavilion A PLAN EXPLODED VIEW
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 001 DEPARTMENTAL STORE EVENT SPACE PART 3: UNIQUE SELLING PROPOSITION #001 COMMUNITY SPACE Multi-Purpose Functionality OPTION 1 OPTION 2 Gain very high PR and Media interest and exposure (Domestic and International) attraction from: First-time use in SE Asia of Innovative In atable Structure Overnight ‘sudden-appearance’ Grand and Impressive looking venue structure
USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 002/3 BIG BANG IS... PART 3: UNIQUE SELLING PROPOSITION #002-3 REVOLUTIONIZING RETAIL A Retail Adventure
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002/3 PART 3: UNIQUE SELLING PROPOSITION #002-3 WHAT WE DON’T LIKE ABOUT MALAYSIAS FASHION INDUSTRY 1. The fashion industry in Malaysia is very young with no central organisation or system within its whole structure. There is a monopoly system where only a select few designers and fashion houses have the majority share of the market. 2. It is still very largely a home-based industry where over 80% of what makes up the whole of the fashion designers community are concentrated within the haute-couture, custom-made evening dresses, wedding dresses and show pieces for celebrities and entertainers. 3. Fashion week organisers in this country also only heavily emphasises on a certain group of designers and fashion houses. There are little room to none in providing platforms for younger designers and independent labels. 4. Malaysia’s fashion weeks dates are also organised in conjunction with localised events and school holidays instead of taking into consideration the main global fashion calendar. This is an on-going issue within the various local organisers as poor planning of dates had ultimately led to overseas buyers from Europe ,US, Middle East and Australia to forego the fashion weeks in this region. It is also a known fact that Kuala Lumpur alone has 3 different major fashion weeks where designers will show the same collection with minor variations. 5. Often, these ‘fashion weeks’ were also deemed to be fashion showcases with media coverage only and has no trade or industry growth aspect to it. Leading to a very common public misconception that the term ‘fashion’ is synonymous with ‘entertainment’ and ‘glamour’.
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002/3 PART 3: UNIQUE SELLING PROPOSITION #002-3 OPPORTUNITIES GAP 1. There are ample rooms for growth and maturity but in WE OBSERVED recent years, due to economic constraints as well as lack of support from the government bodies, the fashion industry players were forced to re-look into its support for the industry itself. 2. In recent years, a substantial number of independent designers who had not been able to get the due support from local fashion week organisers had taken into their own initiatives to promote their collections via alternative platforms. 3. Fashion showcases organised in conjunction with regular club nights are fast gaining popularity here in Kuala Lumpur especially for its simple, no fuss, no red tape and minimal cost to put on a showcase. Its popularity is a great sign of interest from within the younger alternative crowd ( in relevance to fashion week participants and followers ) who are interested and receptive towards independent labels and fashion designers with alternative pret-a-porter collections. 4. The gaining inﬂuence of social media in this region is also a boost in helping independent designers and labels getting their names out there. Many have also looked into promoting themselves via Facebook, Twitter as well as blogshops. With the nature of what social media is, the coverage and momentum that some of these labels had gained via just web presence alone can be dubbed as just ‘phenomenal’.
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002/3 PART 3: UNIQUE SELLING PROPOSITION #002-3 WHO IS RNDM*?A MANIFESTORNDM is born out RNDM believes that RNDM wants to RNDM aims to be *Pronounced ‘Random’ Creativity crossesof frustrations over creativity should be bring the best and the bridge for and transcendthe current state of celebrated in all the most relevant interactions between borders. RNDMthe fashion industry forms of its fashion to the street the fashion industry believes that itwithin this region. We manifestations. We you walk on, the and its followers within should not only ﬂowhave barked at all the strongly and faithfully neighbourhood this region to the one way. The westtrees and whored believes that fashion supermarket, your world. We feel the might still stand asourselves out with is the best living room, your relevance of local the centre ofthe belief that you documentation of nearest coffee grind talents should creativity, but it issell your soul now our current culture. It and in all the most RESONATE not only NO LONGERfor the greater good. extends beyond UNEXPECTED domestically but also in THE ONLY centreWe now realise that runways, media and places you’d think of. the global market. for creativity.THE GREATER lollipop head models. We want To get there, we firstGOOD WILL you to see that make available aONLY HAPPEN fashion is a lifestyle. platform for the talents It’s INCLUSIVE of to first LEAVE AWHEN WE TAKE all forms. DEEP MARK withinACTIONS. the local market.
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure WHAT WE WANT 002/3 PART 3: UNIQUE SELLING PROPOSITION #002-3 TO DO 1 2 NOW INTRODUCING SPONTANEOUS NEW RETAIL SOLUTIONS GUERILLA FASHION PRESENTATIONS & RETAIL 1. Pop-up fashion retail is a growing trend within the 1. RNDM wants to move fashion shows out of the usual bigger cities and in recent months, catching on within showcases in shopping malls and runways. the SEA region. 2. Adding spontaneity and surprise element to an otherwise 2. Utilising temporary spaces with its ‘Here Today, Gone boring fashion showcase by a cleverly choreographed Tomorrow’ concept guarantees consumers an guerilla fashion series taking places in high volume exclusive and fresh retail experience. everyday lifestyle location. Ie. Supermarkets, LRT Stations. 3. Fashion labels and designers are able to display their 3. Its mobile and adaptive nature allows more room for collections and clothing in a brand new environment creative and innovative collaborations between fashion giving their customers and followers a fresh labels and lifestyle brand/spaces that are not usually perspective of purchasing their products. associated with the fashion industry. 4. It also opens up opportunities for fashion businesses 4. It also gives the fashion label a higher value for consumers located overseas to tap into the local market making when portrayed in its intended surrounding which is their products available here for a limited time only. definitely not a fashion runway. 5. In support of independent and start-up designers, 5. High media and PR exposure for its unique concept and pop-up fashion retail solution is a no fuss, low cost viral nature where on-lookers will create buzz and trying way for them to showcase their products for sale. to predict the next location.
USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 002 PART 3: UNIQUE SELLING PROPOSITION #002 POP-UP RETAILA Retail Adventure BLCKSTOR 1. BLCKSTOR will take place under a unique inﬂatable structure hosted by Pop-Up Plus+. It is a concept retail shopping experience in a ‘temporary’ departmental store. 2. Aside from offering retail space, BLCKSTOR will double up as an art/design exhibition space. Activities and performances in conjunction with the city’s various design/music/art groups will take place everyday within BLCKSTOR to bring life and entertainment creating a brand new shopping experience. 3. Each dedicated areas will be specially created with well thought out retail design for maximum impact and its representation of integrating fashion/art/design with lifestyle products and clothes. 4. BLCKSTOR will also adopt a policy of ‘WASTE LESS’ by implementing a strong sustainable and eco-friendly principles within its structure to advocate a stronger awareness of nature’s limited resources. This will be in collaboration with: TBC
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002PART 3: UNIQUE SELLING PROPOSITION #002 COLLABORATIVE WINDOW DISPLAY BY BLCKSTOR 1. It will boast a unique store front display in collaborations with grafﬁti artists/designers and fashion designers bridging the gap between fashion as an elitist design arm with other creatives. The window display collaboration series will also run across participating retail partners across the city. 2. Displays will be setup in each window display that will screen live feeds of the RNDM guerilla fashion shows and will also function as a pre-hype and hints of the next RNDM show location.
USP# PRIVATE & CONFIDENTIAL KUALA LUMPUR A Retail Adventure 002 PART 3: UNIQUE SELLING PROPOSITION #002 WHAT’S IN BLCKSTOR AREA 01 AREA 02 AREA 03 AREA 04 AREA 05 AREA 06 RNDM ROCKING SH*T MAKE ME SPACE BOX FEED BEAUTIFUL INVADERS Retail area within the Curating and bringing in A pick me up spot for Retail area dedicated to The anything goes F&B area withwhole space dedicated labels/brands that are shoppers and lunch non-fashion related space dedicated to dedicated wiﬁ spot andto stock brands/labels/ unavailable and not crowd with a concept products. Will also art/design and can be unique pop-up coffee collections that are stocked in Malaysia via 5-minute makeovers in double up as showcase utilised as a performing lounge. Double up as a showcased in the partnerships with collaboration with area for lifestyle brands. space as well. Movie / networking spaceRNDM guerilla fashion boutiques and envy’s beauty brands. Film screenings can be during in-store show series. Shoppers selected labels from made available in this activities. Will alsowill also be able to buy around the region. This section. generate trafﬁc into one off pieces and section will also host a BLCKSTOR from limited edition blogshop/vintage bazaar lunch and dinner crowd collections which will in collaboration with in surrounding ofﬁces/ be made available major bazaar organisers retail areas. exclusively for BLCKSTOR
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002 PART 3: UNIQUE SELLING PROPOSITION #002 AREA 05 INSIDE AREA 03 MAKE ME BEAUTIFUL BOX LOUNGE AREA FOR INSTORE BLCKSTOR 5-MINUTE PERFORMANCES / MAKEOVER BY M.A.C cosmetics and SCREENINGS / TEMPORARY ART AREA 04 KIMARIE HAIR INSTALLATIONS SPACE INVADERS A POP UP STORE WITHIN A POP UP STORE. .IT WILL BE AREA 01 UTILISING AND SHARING SPACE WITH THE OTHER RNDM RELEVANT AREAS AREA 02 ELEVATED CREATIVELY INTEGRATED ROCKING PODIUM INTO THEM AS ONE. SH*T FOR DISPLAY/ RETAIL OF AREA 06 OUTFITS FEATURED IN FEED F&B AREA AND FASHION AS RNDM GUERILLA WIFI SPOT WITH FASHION SHOWS AVAILABLE SEEN BY ENVY AND SPACE FOR TERMINALS FOR FLEA MARKET/ THE GEEKS TO FASHION COME OUT AND BAZAARS PLAY ORGANISERS AREA 06 FEED F&B AREA AND WIFI SPOT WITH AVAILABLE TERMINALS FOR THE GEEKS TO COME OUT AND PLAY
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002 PART 3: UNIQUE SELLING PROPOSITION #002 BLCKSTOR AREA 05 BOX AREA 03 MAKE ME BEAUTIFUL AREA 01 RNDM AREA 02 ROCKING AREA 06 SH*T FEED AREA 06 FEED
USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 002 PART 3: UNIQUE SELLING PROPOSITION #002 BLCKSTORA Retail Adventure AREA 02-ROCKING AREA 05 SH*T BOX AREA 03 MAKE ME BEAUTIFUL AREA 01 RNDM AREA 02 ROCKING AREA 06 SH*T FEED AREA 06 FEED
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure BLCKSTOR 002 PART 3: UNIQUE SELLING PROPOSITION #002 AREA 03-MAKE ME BEAUTIFUL AREA 05 BOX AREA 03 MAKE ME BEAUTIFUL AREA 01 RNDM AREA 02 ROCKING SH*T
USP# PRIVATE & CONFIDENTIAL KUALA LUMPUR A Retail Adventure 002PART 3: UNIQUE SELLING PROPOSITION #002 BLCKSTOR AREA 05-BOX AREA 05 BOX AREA 03MAKE MEEAUTIFUL AREA 01 RNDM02NG AREA 06 *T FEED
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 002 PART 3: UNIQUE SELLING PROPOSITION #002 BLCKSTOR AREA 06-FEED AREA 05 BOX AREA 03 MAKE ME BEAUTIFUL AREA 01 RNDM AREA 02 ROCKING AREA 06 SH*T FEED AREA 06 FEED
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 003 PART 3: UNIQUE SELLING PROPOSITION #003 RNDM BRINGS YOU FASHION BEYOND RUNWAYS fashion is a lifestyle. fashion is an expression of culture. fashion is a fashion is inclusive and powerful communication does not discriminate tool with meanings.
USP# PRIVATE & CONFIDENTIALKUALA LUMPURA Retail Adventure 003 PART 3: UNIQUE SELLING PROPOSITION #003 GUERILLA FASHION SHOW 01 SHOW 02 SHOW 03 SERIES SHOW 04 RNDM x Sponsor RNDM x Sponsor RNDM x Sponsor RNDM x Sponsor LOCATION LOCATION LOCATION LOCATION Mercato Pavillion KL Changkat Bkt. Bintang KL SENTRAL Various Starbucks Outlet DESIGNER/LABEL DESIGNER/LABEL DESIGNER/LABEL DESIGNER/LABEL TBC TBC TBC TBC DESCRIPTION DESCRIPTION DESCRIPTION DESCRIPTION A highly stylised avant Dressing up a Marching A fashion show along the Music artistes and DJs are one garde collection by one of Band in a special side tracks for the of the biggest fashion label/ KL’s brightest contemporary collaboration with Sponsor amusement of LRT designer movers in KL. RNDM fashion designers supported for a literally moving passengers waiting for the will hold mini live sessions by Sponsor to coincide with performance along one of simultaneously in Starbucks train services during Sponsor brand activity KL’s busiest street. within the Golden Triangle peak hours where band/DJs/musician will be clad in the latesst design by KL’s NOTE : best fashion designers. Designers/Labels/Locations are suggestions only and are subjected to change