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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.

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Big Bang Proposal Pt1 (Open Share) Presentation Transcript

  • 1. 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
  • 2. PRIVATE & CONFIDENTIALIN PART 1: CAUSE & EFFECT THE BEGINNING
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. PRIVATE & CONFIDENTIAL INTRO RESEARCH PART 1: CAUSE AND EFFECT QUICK COMPETITIVE REVIEW The Great Singapore Sale Malaysia Savings Sale Amazing Thailand Grand Sale Promotion Website Promotion Website Promotion Website 6/10 1/10 5.5/10 Contains all relevant necessary Contents incomplete & irrelevant Contains all relevant necessary information in making an attractive information not attractive for information in making an attractive shopping promotion consumers shopping promotion * Released on 28th November 2008 - The Launch of Malaysia Savings Sale 2008> Tourist Privilege Card Shop Tax Free & Win with Global Refund! - Fashion & Living - Beauty & Scents Enjoy shopping at its best whenever you shop at any affiliated store that displays the - Tech Toys Global Refund Tax Free Shopping logo! What’s more, you could be the lucky winner in our - Homeware, Furniture, Grand Lucky Draw! Electricals & IT Ask for a Global Refund Cheque whenever you spend a minimum of SGD100. Use those - Watches, Jewellery & cheques to claim your tax refunds, and you stand a chance to win a free shopping holiday Opticals to Singapore. To participate, spend a minimum of SGD200 or just SGD100 when you - Dining charge your purchases to MasterCard. - Nightlife - Sightseeing GRAND LUCKY DRAW - Wellness> Partner Promotions GRAND PRIZE • A Return Trip back to Singapore for 1 on Amazing Thailand grand Sale 2009 ( Samui ) 1 June - 31 August - MasterCard® 1 Winner economy air travel ( Condition of room promotion : 10,000 rooms for free ) - Global Refund • 2 nights stay in a deluxe room at Royal Plaza on - Premier Tax Free Scotts > Event Highlights • SGD200 worth of dining vouchers from Royal - DHL Tourist Express No. Hotel /Resort/Agent Tel.(66+) E-mail Promotion - The Great Singapore Plaza on Scotts - Wotif.com Shopping Challenge 2009 - Great Singapore Feast 1 Aloha Resort 077-424014 - 6 buy 3 get 1 free - Club 21 Bazaar CONSOLATION • A Return Trip back to Singapore for 1 on economy - Toy Universe air travel 2 Arayaburi Boutique Resort 077-448196-8 , 02-3002365 buy 2 get 1 free PRIZE - Late Night Shopping • SGD100 worth of dining vouchers from Royal 1 Winner 3 Anantara Koh Samui 077-428300-9 buy 2 get 1 free Plaza on Scotts > Other Events THE GREAT SINGAPORE SHOPPING GREAT SINGAPORE FEAST - Singapore Arts Festival 4 X2 Resort Samui 02-6968239 , 077-233033 buy 1 get 1 free CHALLENGE 2009 - Singapore River Festival Terms and conditions apply. Please visit www.globalrefund.com for details. - Singapore Food Festival 5 Baan Chaweng Beach Resort & Spa 077-422403 discount 20-30 % - Night Festival 2009 - Singapore HeritageFest 2009 THE ALL NEW... MALAYSIA SAVINGS SALE! 6 Baan Haad Ngam Boutique Resort & Spa 077-231500-8 buy 1 get 1 free , included breakfast 7 Baan Hinsai Boutique Resort & Spa 077-422624-7 buy 1 get 1 free The year-end festivities begin in November with the all new Malaysia Savings Sale 2008 or MSS CLUB 21 BAZAAR TOY UNIVERSE – a much anticipated shopping event in the country. Previously known as the Malaysia Year-End 8 Baan Saensook Villa 077-414303 discount 20 - 30 %, buy 3 get 1 free Sale, this year’s shopping extravaganza will commence from 29 November 2008 to 4 January 9 Baan Samui Resort 077-422415 , 02-30965-9 special for Thai tourist 3,000 - 4,000 baht 2009, presenting shopaholics with 37 days of fantabulous retail therapy, great dining experience and fun entertainment. 10 Baan Taling Ngam Resort & Spa 02-646-4772 discount20-30% HOW TO SHOP TAX FREE WITH GLOBAL REFUND Superior Room from THB 7,500+++ ,To THB 2,500.- nett / 11 Bandara Resort and Spa 02-2660505 ext. 202 The Sale is held at an opportune time as the whole population of the country begins their shopping Room/night LATE NIGHT SHOPPING activities in anticipation of the Christmas and New Year celebrations and the new school year. 12 Montien House 077-422169 buy 2 get 1 free MSS as the name suggests, provides tourists and locals alike with an opportunity to ‘shop and Copyright © 2009 Singapore Retailers Association • All Rights Reserved • Designed by C J Graphics save’ as most items from apparels, accessories and home décor to holiday packages as well as 13 Baan Suansook Resort 077-230817 discount 20 - 30 %, buy 4 get 1 free leisure and dining activities will be on offer at discounted prices throughout the sale period. 14 Best Resort 077-233341 common price 1,200.- remaining 700. , excluded breakfast 15 Buddy Samui Boutique Hotel 077-458560-5 buy 1 get 1 free The main launch event will be held in grand style at 8pm on 28 November 2008 at Pavilion Kuala Lumpur at Bukit Bintang and will be officiated by YB Dato’ Sri Azalina Dato’ Othman 16 Buri Rasa Village Resort & Spa 077-230222 buy 2 get 1 free Said, the Minister of Tourism. In attendance will SHOP TO SAVE of Ministry of Tourism be the Secretary General 17 Centara Grand Beach Resort Samui 02-7691234 ext. 6590 discount 70 % SINGAPORE ARTS FESTIVAL SINGAPORE RIVER FESTIVAL YBhg Dato’ Dr. Ong Hong Peng, Acting Director General of Tourism Malaysia, YBrs Mr. Amirrudin Abu,It’s the endMariadass, General Manager of Shopping Malaysia Secretariat and Mr. Mr. Tony of the year once more and what better way to bid 2008 goodbye than shop, shop 18 Centara Villas Samui 02-7691234 ext. 6590 discount 70 % Jim Cheah, MasterCard Vice President & Seniorknown asManager Malaysia & Brunei. our all new Malaysia and shop even more! Previously Country the Malaysia Year-End Sale, Savings Sale 2008 or MSS brings you 37 days of fantabulous retail therapy, great dining experience and fun entertainment from 29 th November 2008 to 4 January 2009. Posh shopping malls, departmental stores and vibrant street marts, whatever your pleasure- you SINGAPORE FOOD FESTIVAL NIGHT FESTIVAL 2009 can be sure of filling up those shopping bags to the brim. So get ready to shop your way through a grand year-end holiday season- all on us! HAPPY SHOPPING! VISA Promotion Department Store/ King Power Airlines Hotels Golf Course/ Shopping Duty Free Shops Spas Complexes For further information call 603 2698 1033 or email to enquiry@malaysiamegasale.com.my Shopping Malaysia Secretariat SINGAPORE HERITAGEFEST 2009 Level 29, Menara Dato’ Onn, Putra World Trade Centre (PWTC), Online Travel Hospital Jewelry Shops Printable offer Visa Preferred Events Promotion 45, Jalan Tun Ismail, 50480 Kuala Lumpur, MALAYSIA Agent Merchants Copyright © 2009 Singapore Retailers Association • All Rights Reserved • Designed by C J Graphics
  • 10. K L? PRIVATE & CONFIDENTIAL
  • 11. PRIVATE & CONFIDENTIAL POP UP PLUSWHEN BODIES THE OLLIDE CBIG PICTURE PART 2:
  • 12. 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
  • 13. 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
  • 14. 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
  • 15. 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.
  • 16. 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. Celebs Festival Business Eco Art & Fashion Design Ads Celebs Naughty Conventions 1,169,000 Star Views Marriage Support The Reebok Flash Videos Fashion3DMuses Sculptures PART 2: THE BIG PICTURE Tech Pop Culture Eco Bizarre SAMPLES 40 Comments Hot LoL WTF Cute Nerdy Random Must See 7D NEW Elsa Blaine Pop-Up Shipping Container Nightclubs Ads Celebs STA KUALA LUMPUR Star Fashion Design On: Oct 13, 08 HOT Filter All 839 TrendsViral Movies 1. 2. Viral Retribution 3. Sliced Mermaids 4. Political Anti-Gay 5. 20 Hilarious Viral 6. Age-Defying Yogis 7 Edit SUBSCRIBE Hot LoL Pop-Up Nightclubs - Kubik (VIDEO) WTF 12H Cute Nerdy Random Must See 689 Comments Conventions Instantaneous Wedding Establishments - First Ever Pop-up Wedding Shop Tech Pop Culture Marriage Support Videos Saturday, April 25, 2009 2:23:57 PM Asia/Kuala_Lumpur Eco BE F Aqua by GrandstandYOU GUESS WHATS NEXT? CAN A Retail Adventure 24H Star Twittera Biemann Manhattan Pop-Up Shops Anti-Gay STAY ON THE CUTTING EDGE 3D #1 in Trends7D Become a Trend Hunter: Login or Join Nowep1. Viral Movies 16, 08 2. Viral Retribution 3. Sliced Mermaids 4. Political Edit 5. 20 Hilarious Viral 6. Age-Defying Yogis 7. Music Festival 8. Stellar Sandrends Conventions mments SUBSCRIBE Target Bullseye Bodegas More Subscription Options Marriage Support Videos Filter All 1. Viral Movies Conventions Elsa Blaine Fashion #1 Mermaids 4. 08 Sculptures Muses Oct On: Pop-Up Shipping Container Nightclubs 2. Viral Retribution 3. Slicedin Trends 13, Political Anti-Gay 5. 20 Hilarious Viral 6. Age-Defying Yogis 7. Music Festival Marriage Support 839 Trends 689 Comments Videos Edit TrendHunter.com/pb400xStellar Sand 8. My Trends CAN YOU GUESS WHATS Fashion Muses Sculptures CAN 25 Settings Logout STA Star Twitter Email Widgets YTube Mobile RSS Related Star Aqua by Grandstand Photos Twitter E Instantaneous Wedding Establishments - First Ever Pop-up Wedding Shop More Subscription Options More Subscription Options Going Like Sixty Pop-Up Offices STAY ON THE CUTTING EDGE 27a Biemann Manhattan Pop-Up Shops STAY ON THE CUTTING EDGE Edit 25 On: Mar 29, 08ep 16, 08 Edit 2,750 Trends Pop-Up Dining RoomsTVPrivate Dining by JamesSpaces in 24Keynotes Tools Community Add a Grand Prix Trends 1,374 Comments - Newsletter Crate Plant (VIDEO) Hours Trend Reports F1 Singapore Trend About Saturday, April Night Clubs 2:33:32 Search Bellagio 25, 2009Awesome! PM Asia/Kuala_Lumpurrends Official Site for 2009 Singapore GP Nothing The Bank is the Premier Las Vegas Nightlife CAN mments Target Bullseye Bodegas ALL Tech Fashion Sex Pop Culture Celebs in Trends #1 in Trends Superstar #1 Ads TV Trends Business Eco Else Trend Close. Life KeynotesScience TrendHunter.com/pb400x My Trends RSS About CAN YOU GUESS WHATS NEXT? NewsletterArt Comes Reports Our Latest Episode: & Design www.SingaporeGP.sg Luxury Twitter destination More [+/-] Trends Email Widgets YTube Mobile Tools Bizarre Community Add Related Settings Logout Become a Trend Hunter: Login or Join Now www.Bellagio.com Related More Subscription Options Photos Star Twitter Email ALL Tech Eco Earth Day Fashion Sex Widgets YTube Mobile Pop Culture Celebs Ads Business Eco Art & Design Life Luxury Science B RSS NEW Innovation (VIDEO) 27 Photos HOT More Subscription Options TheSingapore Grand Prix party CAN Bellagio Night WHATS NEXT? YOU GUESS Clubs 12 12H NEW F1 Aqua by Grandstand is a 24H Please Buzz waiting Siteafor 2009 SingaporeThe Nothing The Bank is the Premier Las Vegas Nightlife Official for place to happen. GP pop- 3D HOT up nightclubClose. Else Comes is created out of a destination HelpOur Latest Episode: by our community grow 12H Malaysia Shopping Sales Affliction Clothes 5 7D www.SingaporeGP.sg shipping container which expands into www.Bellagio.com 24H buzzing these posts: Self-Mutilation as Art Related Trends TV Newsletter Trend Reports CAN YOU GUESSTV Eco Trends Day Earth Related Political 3D WHATS NEXT? Reports Keynotes Tools Community Add Trends About Newsletter 3-story portable yacht-like bar. a Trend Authorized Retailer Sliced Mermaids(VIDEO) Anti-Gay 5. Hilarious Viral 6. About - Authentic4.Largest Find bargains & discounts and shop1.till Movies 2. Viral Retribution 3.Keynotes Tools Community 20Add a Trend Age-Defying Yogis 7. 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Help our 3,687 Views -limited-edition shoes and exclusive Click for Larger Imageposts: Reactions ‘Martha Stewart Weddings Pop-up More Subscription Options products from Target’’s 22 designer (dezeen) buzzing these If the pop-up wedding chapel includes Chapel.’ The cost is $500 andexperiment proves successful, I definitely think we’ll be F Add more examples of Pop-Up Offices or add your comment about A collection of Anya Hindmarch’’s handbags of fashion, accessories, beauty andStar Makeovers with Spaces in 24 Hours. clothing designed in collaboration Crate partners. Each store featured a select range were previewed at the Bodegas Viral home ahead of seeing more instantaneous decorations, the ceremony, wedding establishments in the future. Related Magic Mirror champagne, wedding photos, room for CAN YOU GUESS WHATS NEXT? References: reebok, dezeen their official launch at Target stores later this season. artists including Rolland Berry, products, with an average price of around $25. visual Rubbish Runway Collection20 of your Photos friends and family ideas from FirstrelatedPop-up(SUPER GALLERY) Check out even more terrific pop-up favorite Top 50 Innovative Bicycles section. Shop the Ever trends Wedding members, and more. Be the Target’’s unique Bullseye Bodegas, the beauty and homeand the estate of Jean- Support Sustainable Farms The Video ExcerptLots of The concept in store for houseofShops that those wishing to have a upon first to comment on Manhattan Pop-Up Shops Maeda products were John Pop-Up Spas Manhattan Pop-Up 12, 09 Pop-Up Dining Rooms was the brain-child Published: Jun Ruth Heronemus, who 303 co-founder Views: 522 Inside Comment Link Pictures Reebok Flash aArticlea> Green Fullgoodies are visit to New York court discovered displayed in actual deli cases. Michel Basquiat. 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  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. PRIVATE & CONFIDENTIAL REAC+ORPART 3: UNIQUE SELLING PROPOSITIONS
  • 22. USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 001 BIG BANG IS... PART 3: UNIQUE SELLING PROPOSITION #001 INNOVATION A Retail Adventure
  • 23. 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
  • 24. 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
  • 25. 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
  • 26. USP# PRIVATE & CONFIDENTIALKUALA LUMPUR 002/3 BIG BANG IS... PART 3: UNIQUE SELLING PROPOSITION #002-3 REVOLUTIONIZING RETAIL A Retail Adventure
  • 27. 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’.
  • 28. 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’.
  • 29. 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.
  • 30. 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.
  • 31. 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
  • 32. 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.
  • 33. 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
  • 34. 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
  • 35. 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
  • 36. 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
  • 37. 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
  • 38. 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
  • 39. 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
  • 40. 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.
  • 41. 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