PROMOTION
Shanghai by Manolo
We will introduce our brand through our market entry strategy with a Manolo Blahnik showroom “Shanghai by Manolo”. This showroom will offer interactive activities alongside an overview and the history behind our company for our customers to get to know our brand on a deeper level and develop a connection with the brand. We will invite our brand ambassadors such as fashion bloggers, celebrities, models, and key figures in the Shanghai fashion and press industry, maximizing potential publicity. Manolo Blahnik’s mystique will be appropriately conveyed through movies, which will run throughout the event covering how Manolo Blahnik was formed, our creator’s childhood, career, and journey to success. Our venues will include high-end department stores, hotels and even art galleries in Shanghai - finely decorated, eye catching with plentiful seat space for customers to indulge the experience and get to know our brand on a deeper level. Event activities will include and interactive photo booth with Manolo artworks and oversized shoes for people to pose with and take pictures as well as a manicures and pedicures section. There will be a wide range of Manolo shoe models on display, so visitors can see and touch our product while interacting with our helpful sales staff. Additional services will include a free flow of drinks, a lounge with music and Wi-Fi for everyone who enters.
Social Media
Staff will encourage our customers to take pictures in our store and engage in a social media campaign. We will focus mainly on the most popular social platforms in China such as Sina-Weibo, Tencent Weibo, WeChat, Pengyou and Renren. Customers who makes a simple post on their social platform accounts or ‘like’ our Weibo page will get a free but simple Manolo Blahnik souvenir. With every upload customers must mention our hashtags #ManoloBlahnikSH and #ManoloSH, which will have Chinese women enjoying themselves while raising our brand awareness on social media. These interactions and activities will help build a connection between our consumers, and ourselves, at the same time creating more awareness to Manolo Blahnik through social media and for us to test out the market. Moreover we wish to create a fan community for Manolo Blahnik in China.
Shanghai Fashion Week
Shanghai Fashion week began in 2003 as a commercial and cultural event, hosted by the Shanghai Municipal Government. The setting has developed into a national level event for the Chinese fashion industry, attracting the worlds leading designers and foreign brands that are interested in entering the market. This opportunity will serve as Manolo’s optimal entrance opportunity into the Chinese market, exposing our products to the Chinese fashion gurus, experts and consumers. We will arrange a set of models wearing the latest collection of Manolo heels, personifying the beauty and elegance of our brand.
Millward, Steven. "Check Out the Numbers on China’s Top 10 Social Media Sites (Infographic)." Tech in Asia RSS. N.p., 13 Mar. 2013. Web. 10 Dec. 2014.
"Shanghai Fashion week."Http://www.shanghaifashionweek.com/aboutus.asp. N.p., n.d. Web
