Anya Hindmarch Presentation

WELCOME Nadia Macharia

Saskia Rodriguez

Cherie Johnson

The Brief

“Anya Hindmarch is looking to increase its brand awareness and presence within China.

The market offers huge potential for the Brand – not just in China itself but given the importance of the Chinese customer travelling overseas.

How can Anya Hindmarch enter the market in an impactful way, particularly in this increasingly digital age�.

“

A preflight lounge experience incorporating digital retail for the travelling Chinese consumer

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Chinese traveller

(Bloomberg ,2017)

(Dragon Social ,2018)

(Forbes, 2017)

Travel

(Financial Times ,2017)

(CAPA, 2018)

(Jing Daily, 2018)

Digital

(China Internet Watch ,2017)

(Marketeer,2014)

(Tech in Asia ,2017)

Shopping is vital to the travel experience as people create connections with brands on their trips

Primary research

Potential to capitalise on shopping opportunities to create unique retail experiences for the consumer.

Lounges are popular, however there's a gap to utilise them a marketing tool

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A preflight lounge experience incorporating digital retail for the travelling Chinese consumer

”

(World Atlas, 2017)

(Shanghai Daily, 2017)

(Guardian, 2017)

Starbucks X Alibaba

Tesco Home Plus

The Consumer Â

Adventure: Jamie 22 Shanghai Photographer Travel Blogger

1:30pm Tries out some of the local street food for lunch.

9:00am Wakes up at the Bed Station Hostel in Bangkok, Thailand and has breakfast with friends.

Takes photographs of the people and places she passes.

11:00am Goes sightseeing around the city.

Visits the floating market and picks up spices to take home and try out.

8:30pm Goes bar hopping with her friends and a few people she met in the hostel.

4:00pm Catches some sun by the pool back at the hostel.

Edits pictures taken in the day, adds a new entry to her blog.

Luxury: Yuwei 28 Shanghai Influencer Freelance Editor

1:30pm Business lunch meeting at Momo Café with beauty brand.

8:00am Checks social media and edits photos during breakfast.

11:30am Goes to Elle China feature shoot.

6:30pm Unwinds with tea at home. Edits and writes content for blog

4:00pm Meets friends for drinks at The Long Bar at the Waldorf Astoria.

11:00pm Does skin care routine.

Checks social media whilst getting ready for bed.

Work: Zhang 46 Shanghai Entrepreneur Real Estate Developer 9:00pm Unwinds with a cup of green tea and her current read.

1:30pm Eats her lunch her PA got her

6:00am Gets up and goes for her morning jog.

Comes back to have breakfast with her family whilst checking emails.

9:00am Gets to work and goes straight in to her first meeting of the day.

Answers emails and reads through reports that are on her desk.

Checks emails, makes list if things to do for the next day in her planner.

6:00pm Comes home to relieve the nanny and has dinner with her family.

Spends time with her children and reads through their homework with them.

Interior design trends Â

Biophilic design

Minimalism x Colour

Coworking Spaces

Colour inspiration

Aveda

Anthropologie

Everlane

Louis Barragan

Medley

Gensler for TmAdevertising

Emmanuel Moureaux

Color Camp

ODOS

Selga Scano

Anya Hindmarch Mini Mart

The Budapest Café Pantone Colour Institute

Introducing the campaign

BEFORE the launch

Social Media Campaign

Interactive Marketing

Social media campaign

WECHAT Reflection of the campaign Focus on archetypes Engage users and share user generated content

INTERACTIVE Marketing

Digital Lets the consumer pick the archetype Teases digital retail of lounge

adventure

Luxury

work

During the launch

Influencer Launch

Â

The Lounge

The Lounge

AFTER the launch

Social Media

Influencer Updates

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A preflight lounge experience incorporating digital retail for the travelling Chinese consumer

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QUESTIONS? Nadia Macharia

Saskia Rodriguez

Cherie Johnson