Group 7

Mirror Mirror

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.

Young gay men in gay-borhood

Demographics:

Age: 20-35

Gender: Male

Psychographic:

- fashion-forward

- concerned about their appearance

- willing to spend on clothes

s

Metropolitan-edge

Basic, classic

Playful

Clothing

T-shirt

Hot jeans (low-rise)

Tank top

Cargo pants

Hoodies

Cardigan

Smart jacket

Polo shirt

Underwear

Accessories

Necklace

Earrings

Rings

Watches

Sticker postcard book

Condoms

Production

Mexico

Equador

Design>>produce

Quick turnover, small quantity

Clothing: USD $20-70

Accessories: USD $5-30

Low end price for trendy fashion

Philadelphia CC East

202, S 12th St, Philadelphia, PA 19107, USA

Color tone

Mirror sided

display racks

Hanged merchandise

Oval shaped

center piece

(substituted circled

part for mirrors)

Decorations

Hanging mirrors

Full length mirrors

Store Manager (Fulltime)

Salesperson/Model (Part-time)

Young gays

Muscular, athletic

Marketing Intern (Part-time)

Upkeep of website

Upkeep of social media

channels

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

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

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

Invitation Card

Simple ribbon cutting ceremony

Short welcoming speech by owner

introducing the store

Photo opportunity with shirtless salespersons

Distribution of media kit

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

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

Sample Limited Edition T-Shirts

Alternate window

Display for opening day

Inspired by

Michelangelo's

Creation of Adam

Upload mirror shots of themselves trying

outfits in the shop

10% off the outfit they posted

Facebook

Tumblr

Mock up Facebook page

Check-in via any social media site to enjoy

20% off for 2nd item onwards

Twitter

Foursquare

Facebook

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

Items Amount

(USD$)

Totals

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)

(12*$500)

6,000

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