The document proposes a store concept for a children's boutique called KidsKloset in Manayunk, Philadelphia. It will provide miscellaneous kids' clothes, toys, and accessories for young parents ages 25-40 and create a joyful, stress-free shopping experience with a play area. A comprehensive social media strategy and promotional plan is outlined to target local parents and families using Facebook, Pinterest, email marketing, and local magazine ads and billboards. The grand opening event budget is estimated at $6,800.

1. EN2837 Communicating fashion culture
Store Concept in Manayunk
Cheung Wan, Sarah
Liu Pui Shuen, Ivy
Tai Ka Po, Katherine
Wan Hiu Yat, Lucia
Yu Tsz Wai, Michelle

2. Store Concept
• Create a joyful and comfortable kid’s kingdom
– Provide miscellaneous collection of kids’ clothes
for shopping
– Be a customer-oriented store in that field
• Establish a play area
• Encourage stress-free shopping experience
• Provide quality service

3. Store Target Market
• Demographic
– Kids
– Young parents
• Upper class
• Around 25-40 years old
• Have or going to have kids
– People who have friends with kids

4. Store Target Market
• Psychographics
• Adults:
– Enjoy care-free shopping
– Enjoy shopping with friends and kids
– Enjoy shopping in the assistance of experienced salesperson
• Kids:
– Enjoy shopping with parents and having fun time in the play
area

5. Store Product Categories
• Children’s boutique
• 0-5 years old young kid’s clothes
– Toys
– Outfits
– Swimsuit
– Jackets
– Dresses
– Accessories
– Shoes & boots

6. Store Name & Logo
• Store Name
– choosing clothes from the closet
– “Double K” shows care about kids and to be
special

7. Store Name & Logo
• Store Logo
– font is childlike fun, playful and less formal
– bring in two cute cartoon characters, as a
remarkable icon

8. Store Location
• Main Street Manayunk, Philadelphia

9. Store Front

10. Store Floor Plan

11. Interior Design
Closet Design The Cashier

12. Kid’s Corner

13. Social Media Strategy
• Viral Marketing: maximize exposure online by
existing social media
• To acknowledge them our variety activities
regularly
• To establish mutually beneficial relationship
• ‘Virtual events’ complement ‘physical events’

14. KidsKloset.com
• Core central of our
social media strategy
• Submit our website
address to
3. leading search engines
e.g. Google & Yahoo!
4. social bookmarking
websites with tags &
keywords  search
effectively

15. Facebook Fan Page:
Pato & Rana
• Potential popularity of two characters
• Target:
– Have 300 newly-joined fans in the first
month
– 40 to 50 more monthly
• Functions:
– Upload snapshots of precious moments
– Spread over other social media platforms
e.g. Pinterest, Twitters & Tumblr

16. Facebook Fan Page:
Pato & Rana
• Procedures:
– Voting on the Top-3 most popular shots
– Announce in our homepage monthly
• Prizes:
– Cash coupon & extra discount up to 30%
off

17. Secrets in KidsKloset
• Blogs
– To welcome customers’ subscription
• Youtube
– Narrated by Pato & Rana
– Disclose private back-stage scenes
– Share experts advice & experience on child-caring
– Produced with descriptions
– Set in parent-oriented channels

18. Be the first to share!
• Google+ and Pinterest
– Popular in US district
• Features:
– particularly organized, concise but visually
richer
• Pinterest
– repining images
– have a link back to the original sources

19. Be the first to share!
• Google+
– customize our contact list
– VIP and frequent buyers
– directly do marketing job on them
– E.g. Mother’s Day: Special deals

20. Check you in!
• Location-based service
• When attending our physical events e.g.Grand
Opening & Seasonal Kids Fashion Show
• Check in via smartphone app

21. Email
• Fowardable
• Help enlarge customer base
• Plan:
– Forward to >3 people who may also be interested
in  receive e-coupon: extra 10% off for selected
items

22. Opening Event

23. Promotional Plan
Leaflet
Invitation card
Website(online store)

24. Opening Event Budget
• Celebrity (SJP)
- Charitable nature
• Snack & drinks
• USD$300
• Opening souvenirs (mugs)
• USD$500

25. Promotional Budget
Keystone Outdoor Advertising Company
• Billboard
Placed in the Roosevelt Expressway: USD$4,000 /4-weeks

26. Promotional Budget
Fireball Printing Company
• Flyers:
8.5x11 Double Sided Digital Flyers:
$0.30/ sheet,1000 Sheets = USD$300
• Posters:
12x18 Single Sided Digital Posters:
$0.30/ sheet, 200 Sheets = USD$ 60
• Invitation cards :
200 Folded Cards: $0.45/card = USD $90
(Pricing is for all sizes between 3 x 5 and 5.5 x 8.5 finished folded
size.)

27. Promotional Budget
• Website
Website Vendor: godaddy.com
First Year price: USD$11.99
Domain: kidskloset.com
• Magazine advertisement :
Parents Express magazine
Full pages Adv: USD$1,179
Online banners Adv: : USD$360/month
Total Cost: USD$6,800.99

28. Thank you!