Yeezy Pop Up Store Development

YEEZY

Marketing OBJECTIVE

YEEZY YEEZY Pop Up Shop during Shanghai Fashion Week to allow customer’s to draw for a pair of shoes with the app and purchase apparel and footwear instore.

About the Brand Adidas YEEZY is the official sneaker and clothing collaborative project between Adidas and Kanye West. It consists of menswear, womens wear, and footwear: Adidas Yeezy Boost 750, Adidas Yeezy Boost 350, and Adidas 950 Boots.

YEEZY moodboard

CUSTOMER Profile

Name: Dillian Collins Age: 32 Location: Chicago, Illinois Education: bachelors Degree from New York University in Architecture Studies

Name: Su Mu Occupation: Apex System Software Architect Age: 23 Salary: 73,090 per year Location: Shanghai, China Hobbies: working out daily, cooking, and Attending Car shows

Education: Attends Shanghai University for Computer Science and Technology Occupation: Student Salary: Parents’ income Hobbies: Photography, entrepreneurial activities, reading

Name: Aubrey Scott Age: 26 Location: Las Angeles, California Education: Bachelors Degree from Pennsylvania State University in Digital Media, Art, and Technology Occupation: Vital Media Network Advertising Coordinator’s assistant for action sports digital media Salary: 37,000 per year Hobbies: going to concerts with friends, aerobics, and surfing

MARKETING STRATEGY In order to reach our customers, we will open a YEEZY Pop Up Shore during Shanghai Fashion Week. During this week our customers will have the opportunity to download the YEEZY app which will allow them to get all the latest news on YEEZY apparel and shoes along with release dates. Customers will also have the opportunity to RSVP for the YEEZY Pop up Shore Launch Party as well as a chance to win a pair of YEEZY 950s. We will also upload a video to Instagram promoting the event.

YEEZY APP

Allow users to draw for YEEZY shoes. Steps: 1. Download YEEZY app 2. Sign up 3. Select your shoe and size 4. Draw 5. Wait for e-mail with draw result

TV COMMERCIAL

TIME x LOCATION Shanghai Fashion Week 2017 Shanghai Fashion Week is a fashion event held two times every year in Shanghai, each time lasting for seven days which is a part of Shanghai International Fashion Culture Festival which usually lasts for a month.

Date: April 2, 2017 Location: Xintiandi

FLOOR PLAN

ASSORTMENT - YEEZY SEASON 3

AESTHETICS Lengths: mini and midi Colors: concrete, chocolate, burgundy, peach, soft blue, charcoal, cream, dusty pinky beige, silver, black, ecru, tangerine Materials: wool, knits, fleece, nylon, duvet, technical fabrics, cotton, denim, jersey, shearling, leather, suede Shapes: tapered, slim, oversize, ample, fluid Accessories: one-color hi-top sneakers, over the knee jersey tights, PVC boots, pointy pumps, suede boots

PRICE RANGE $245 -$3770

STORE MOODBOARD

PROCESS OF SPACE DESIGN 1

PROCESS OF SPACE DESIGN 1

PROCESS OF SPACE DESIGN 2

light test with DMLIGHTS

PROCESS OF SPACE DESIGN 2

PROCESS OF SPACE DESIGN 2

PROCESS OF SPACE DESIGN 2

PROCESS OF SPACE DESIGN 2

PROCESS OF SPACE DESIGN 2

LIGHT TEST WITH DMLIGHTS

Adding more ceiling lights.

Light at back of room.

Window display

Store exterior

Street View Process

SPACE DESIGN

SPACE DESIGN

SPACE DESIGN

DIRECT MARKETING

INVITATION

You have officially been invited to the Shanghai Fashion Week Yeezy Pop-Up Shop Opening Night Launch Party Date: 10.13.16 Time: 8pm RSVP on the YEEZY APP

DIRECT MARKETING

APP SIGN UP

DIRECT MARKETING

RAFFLE RESULT

DIRECT MARKETING

RAFFLE RESULT

DIRECT MARKETING

POP UP SHOP ANNOUNCEMENT

YEEZY Pop Up Shop Shanghai Fashion Week 2017 Date: April 2, 2017 Location: Xintiandi

FASM311 New Media Methods for Retail Professor Oscar Betancur Spring 2016 Nicole Ng | Wang Pan | Cherish Riley Layout by Nicole Ng