MarketIng Strategy ShanghaI Wholesale partner-K11 MALL

According to K11 mall:"K11 is an art playground - where culture, entertainment, shopping and living revolve around art. It is where ideas, trends and lifestyles collide to form new ideas and new inspirations."-(K11.com,2023)

K11 mall is the one and only shopping mall in China to combine art and retail, it has an art village and holds many art events in galleries.

K11 Shanghai is located in the Huangpu district, considered a prime location for business in Shanghai. It is located in a busy commercial area, surrounded by retail stores, restaurants, and entertainment venues.

The Huangpu district is known for its lively and cosmopolitan atmosphere, with plenty of attractions and landmarks nearby ex: the Bund

In little red books(Chinese social media), K11 mall always attracted many Gen Z/ young adults to visit their store and art exhibition, and post on their social media.

K11 Shanghai is the right venue to launch the capsule collection due to the location (1st tier city) and potential of the market(the largest city in China: 26.32 million population)

Objectives

Overallobjectives:

ThemainobjectiveistoattractyoungconsumersGenZthroughtrend-focusedandhigh fashionabilityproducts.

Asidentifiedthegapinthesustainableapparel market,launchingfiverepurposedgarmentsto consumersinordertocreatemarketdemandand raisetheconsciousnessofsustainablegarment. MakemorepeopleawareofSuperdrys sustainableinitiativeandethicalpractices.

Marketingobjectives:

Improvethebrandssocialmedia performance(traffic/reach)andincreasemore followers.

Promotingthecapsulecollectionandexisting rangewithcollaborator/hashtagthroughsocial media/exhibition/physicalevents. Thecapsulecollectionisbasedontheexisting vintagecategorywithinnovativedesignconcepts andtrend-focusstyle,whichisexceptedtoappeal toGenZandincreasesales.

Themarketingsuccesswillbemeasuredbythe numberoftimeshashtag/livestream/postofthe exhibitionisusedonvarioussocialmediaplatforms.

Superdry X Emma Chamberlain

"Identify and partner with the right influencers: Finding a set of opinion leaders that embody the right brand values, and who can reliably connect with target audiences through user-generated content, is critical." (Mckinsey,2020)

Emma Chamberlain is a 22 years old American fashion icon and YouTuber, she has been on a rapid rise to icon status since her YouTube since 2017. on one WWD interview she mentioned:

She has 16.2M followers on Instagram and 12M subscribers on YouTube,

“My demographic is primarily girls my age, so like, teen girls, early 20s girls", which connects to one of the keyword-relevant."

Her YouTube Channel is famous for her thrift-heavy style and slice of life videos, with viewers connecting to her authentic style of vlogging.

As a fashionista, she likes to create vlog content about thrift haul and outfit styling, which relates to the keywords-sustainable and relevant. She was acknowledged by Forbes, making it on the '30 under 30' – Social Media’ list in 2021.

Emma, who is a worldwide famous fashion icon and has a strong personal presence with a strong influence on the young generation, which has a strong connection to the target audience- Gen Z. This collaboration can benefit to the brand image and sales.