1. Group 7

2.  Mirror Mirror

3.  Concept & motto:
 Fresh and directional design with a
metropolitan edge and undertones of cool
 Funky and edgy colors with contemporary
graphics
 Trend-led design in favor of wearable,
directional apparel with strong references to
music and art.

4.  Young gay men in gay-borhood

5.  Demographics:
 Age: 20-35
 Gender: Male
 Psychographic:
- fashion-forward
- concerned about their appearance
- willing to spend on clothes

6. s

8.  Metropolitan-edge
 Basic,classic
 Playful

9. Clothing Accessories
 T-shirt  Necklace
 Hot jeans (low-rise)  Earrings
 Tank top  Rings
 Cargo pants  Watches
 Hoodies  Sticker postcard book
 Cardigan  Condoms
 Smart jacket
 Polo shirt
 Underwear

16.  Production
 Mexico
 Equador
 Design>>produce
 Quick turnover, small quantity

18.  Clothing:USD $20-70
 Accessories: USD $5-30
 Low end price for trendy fashion

20.  Philadelphia CC East
 202, S 12th St, Philadelphia, PA 19107, USA

22.  Color tone
 Mirror sided
display racks

23.  Hanged merchandise

24.  Ovalshaped
center piece
(substituted circled
part for mirrors)

25.  Decorations

26.  Hanging mirrors
 Full length mirrors

28.  Store Manager (Fulltime)
 Salesperson/Model (Part-time)
 Young gays
 Muscular, athletic
 Marketing Intern (Part-time)
 Upkeep of website
 Upkeep of social media
channels

36. 4 models wearing Mirror Mirror’s merchandise
in different areas of the city
 Model imitating passersby behind a mirror
frame
 Record interaction and upload to YouTube
and Facebook page

38.  Window display with real models
 6 male models
 Underwear only but holding a mirror covering
private area
 Record interaction with passersby and upload
video to YouTube and Facebook page

39.  Ads online (banner/ key-words) on popular
gay sites
 Send press release and invitation cards to
local media e.g. magazines, local
newspapers
 Digital invites to bloggers and via social
media websites
 Pass out invitation cards at gay bars, clubs

40.  Invitation Card

42.  Simple ribbon cutting ceremony
 Short welcoming speech by owner
introducing the store
 Photo opportunity with shirtless salespersons
 Distribution of media kit

43.  Background and company info
 Fact sheet listing key demographics and
statistics
 Biography of designers and CEO
 A DVD containing photos of products, logo,
staff, shop (high resolution)
 Press Release
 Contact info for media
 Souvenirs for journalists
 Advertising materials, e.g. postcard, flyers,
catalog

44.  All salespersons will be shirtless
 All customers that walk in shirtless will get
 a free limited edition T-shirt
 20% off all other purchased items

45.  Sample Limited Edition T-Shirts

46.  Alternate window
Display for opening day
 Inspired by
Michelangelo's
Creation of Adam

48.  Upload mirror shots of themselves trying
outfits in the shop
 10% off the outfit they posted
 Facebook
 Tumblr

49.  Mock up Facebook page

50.  Check-in via any social media site to enjoy
20% off for 2nd item onwards
 Twitter
 Foursquare
 Facebook

51. May June July Aug Sept Oct Nov Dec
Sponsored
Bloggers
Magazine Ads
Online Ads
Official
Website
Human
Statue
Window
Display
Pre-opening
Media
relation
Opening
Ceremony
No-shirt Day
Social Media -
Photos
Social Media –
Check-ins

53. Items Amount Totals
(USD$)
Online channels
Sponsored Blogger (paid in merchandise) 300
Domain name & server for website ($10+ 12*$10) 130
Website design 900
Marketing intern (website & social media upkeep and operation) 6,000
(12*$500)
Online ads (Banner ads) 4,500
Sub-total 11,830
Print Materials
Magazine Ads ($5,000 each*launch per season) ($5,000*3*2) 30,000
Printing Fees (Media Kit, flyers, etc.) 250
Sub-total 30,250
Events
Models for Human Statue (4*$500) 2,000
Models for Window Display pre-opening (6*$500) 3,000
Models for Window Display opening day (2*$500) 1,000
Opening Ceremony 150
T-Shirts for No Shirt Day ($5 each) (150*$5) 750
Sub-total 6,800
Total 38,880