Fashion Business E1: Chloe Sneakers Pop-Up Strategy at Selfridges

Introduction: Marketing Insights and Strategies for Chloé Sneakers Pop-Up

The plan for a pop-up at Selfridges has been introduced. The analysis goes through critical components, including the brand's positioning, customer dynamics, competitive landscape, and a comprehensive offline and online marketing strategy, concluding with the assessment and recommendation of the proposed initiatives.

Audit Analysis

Brand Introduction

The brand was founded in 1952 by a French fashion designer. The brand has a feminine, romantic, and bohemian look. The fusion of high-end craftsmanship and trendy styles make the shoes stand out (Olson et al., 2021).

Chloé Customer

The intersection of luxury and contemporary fashion is appealing to a certain clientele. Chloé sneakers is tailored for individuals who appreciate meticulous craftsmanship and distinctive design, and for those in pursuit of premium footwear that blends comfort with sophisticated style (Saura et al., 2021).

POP and POD of Competitors

Attribute	Chloé Sneakers	Celine, Stella McCartney, Isabel Marant (Competitors)
Points of Parity (POP)	Luxury Branding	All brands are recognized as luxury fashion labels
	High-Quality Materials	Use of premium materials for durability and aesthetics
	Fashion-Forward Designs	Trendsetting designs and unique aesthetic appeals
	Global Retail Presence	Available in major fashion capitals and online
	Ethical Fashion Initiatives	Increasing focus on sustainability and ethical production

Table 1: POP table for Chloé Sneakers

Attribute	Chloé Sneakers	Celine, Stella McCartney, Isabel Marant (Competitors)
Points of Difference (POD)	Bohemian Feminine Aesthetic	More varied aesthetics; Celine is minimalist, Stella McCartney is known for vegan fashion, and Isabel Marant has a Parisian chic style
	Heritage and Craftsmanship	Different brand stories and heritage, with varying emphases on craftsmanship
	Collaborations and Exclusives	Unique partnerships and exclusive designs that set Chloé apart
	Target Market Positioning	Chloé may target a slightly different segment of the luxury market with its unique brand ethos and product offerings
	Customer Loyalty Programs	Chloé might offer distinct loyalty or engagement programs compared to competitors

Table 2: POD table for Chloé Sneakers

Premium quality, diverse styles, and a global presence are some of the points of parity in the UK luxury footwear market. The points of difference include exclusive designer collaborations, eco-friendly practices, patented technology, and a focus on younger demographic.

Selfridges Porter's 5 Forces

Threat of New Entrants (High)

It's relatively easy for new entrants to enter the luxury retail market because of the high barriers to entry.

Bargaining Power of Suppliers (Moderate)

Selfridges has a wide range of suppliers to choose from, which helps to maintain a balance in bargaining power since luxury brands have unique products and strong brand recognition (Herhausen et al., 2020).

Bargaining Power of Buyers (High)

Consumers have a wide range of options when it comes to luxury retailers, and they can easily compare prices online. The luxury market is driven by brand loyalty and buyers may be willing to pay a premium for preferred brands.

Threat of Substitutes (High)

The brands have their own selling points and customers. The rise of online retail and direct-to-consumer sales has increased the availability of luxury products (Varadarajan, 2020).

Competitive Rivalry (High)

Other luxury department stores, as well as other luxury brand stores and online retailers, compete with Selfridges. Selfridges needs to differentiate itself by offering unique product offerings, exceptional customer service, and innovative marketing strategies.

Selfridges Positioning Map

Figure 1: Positioning map for Selfridges

Selfridges is unique in that it is on a map with competitors. Selfridges has a mix of exclusive designer collaborations, innovative experiences, and vibrant, fashion-forward atmosphere that makes it a premier destination for avant-garde luxury (Rust, 2020).

Selfridges Customer

Segment	Actual Customers
Segment 1	Affluent individuals seeking exclusive designer collections.
	Celebrity clientele valuing privacy and personalized services.
Segment 2	Fashion enthusiasts with a penchant for trendsetting brands.
	Millennials and Gen Z seeking unique, Instagram moments.
Segment 3	Discerning consumers appreciating timeless luxury classics.
	Mature shoppers valuing quality craftsmanship and heritage.
Segment 4	Tech-savvy customers interested in smart, innovative products.
	Fashion-conscious individuals exploring sustainable options.

Table 2: Customer overview

Customers at Selfridges value exclusive designer offerings and personalized services. The brand's emphasis on innovation and dynamic retail environment appeal to individuals who prioritize unique, trendsetting, and immersive shopping experiences (Hossain et al., 2020).

Overview of Sneaker Market and SWOT

Overview of Sneaker Market

The sneaker market in the UK is growing at a constant rate. Sneaker have become a staple in fashion. Premium brands blend comfort and style to thrive.

SWOT

Strengths

A loyal customer base can be used to promote its sneakers. The premium materials and attention to detail of the sneakers by Chloé sets them apart from competitors.

Weaknesses

The market share of established brands is larger than that of a relatively new player in the market, like Chloé. The positioning of the sneakers as luxury products may limit their appeal to price conscious consumers (Jabbar et al., 2020).

Opportunities

The market for luxury sneakers is growing. Chloé can explore the interest in luxury fashion in new markets such as Asia and the middle east.

Threats

The market for sneakers is very competitive, with established brands constantly introducing new products. The luxury fashion industry can be affected by counterfeit products.

PLC Curve

Figure 2: PLC curve

Email Brief from Client

Marketing Strategy: 2 mains sections - offline and online objectives

Offline objectives

• Through in-store events, brand awareness can be increased.
• Customer engagement can be improved with pop up interactions.
• Increase foot traffic with exclusive offline promotions.
• Customer experiences can help build brand loyalty.

Online objectives

• Increasing digital visibility can be achieved through targeted online advertising.
• Social media campaigns can increase online engagement.
• User-friendly website experiences can be used to increase e- commerce sales.
• Brand affinity is cultivated with online partnerships.

Concept Theme

Pop-up Theme

The pop-up for the shoes at Selfridges is called "ephemeral elegance.". The pop-up space will be transformed into an ephemeral haven, featuring interactive zones that reflect the dynamism and exclusiveness of Chloé sneakers. With a fusion of modern aesthetic and timeless allure, "ephemeral elegance" aims to captivate visitors, leaving an indelible impression that surpasses the boundaries of conventional retail, aligning with the brand's commitment to delivering unparalleled style and sophistication in every step (Kauffmann et al., 2020).

Figure 1: Pop-up Themes for Chloé sneakers

Customer Experience at the Pop-up

Product demonstrations can engage customers. The pop-up store in Selfridges has several strategies that can be used to create an engaging customer experience. Exploration and interaction with products should be encouraged by the store layout. One area could have a display of the unique design elements of the sneakers, while the other could demonstrate their comfort and function.

Visual Merchandising

Potential customers must be interested in the pop-up store. Getting people interested in buying the shoes by drawing attention to their unique qualities is the goal (Kottika et al., 2020).

Creating visually appealing displays

To make a display look good, use lighting, colours, and props. There should be well-lit areas in the pop-up store so that people can look at the shoes in different ways.

Utilizing branding elements and attractive product presentations

Using elements of the brand's identity in the pop-up store will help keep the brand's image consistent and strengthen its identity.

Sponsorship

Chloé should look into sponsorship options to get more attention and reach more people. By working with well-known companies, they can use the customers and trustworthiness they already have. Chloé can benefit from partnering with popular figures in the fashion, music, and sports industries (Li et al., 2021).

Offline Marketing

SWOT of Chloé

Strengths

The identity of the brand is associated with luxury, quality and unique designs. The brand's reputation helps it get customers. Premium materials and expert craftsmanship are used in the company's products. The sneakers are durable, comfortable, and appealing.

Weaknesses

It is well known in the luxury fashion industry, but it may not have the same level of recognition as some of its competitors. The high price tag on the sneakers is because they are a luxury product. Potential customers who are looking for more affordable options may be discouraged by this.

Opportunities

The company can expand by entering new markets and broadening its customer base. Expanding its presence in emerging markets is a possibility.

Threats

Other luxury and high-end sneaker brands as well as more affordable fast-fashion brands that offer similar styles are competing against Chloé. During times of economic downturns, consumers may reduce their spending on high end products (Park, 2020).

AIDA

Awareness

To get the attention of the audience is the first thing to do. It is possible to achieve this by using eye-catching visuals.

Interest

Once attention has been captured, the next goal is to generate interest. It is possible to provide more information about the sneakers, such as their unique features, style, comfort, or quality.

Desire

After generating interest, the marketing communication should try to create a desire to buy the product. The benefits of owning a pair of shoes, such as their fashion ability, or how they can enhance the customer's personal style, can be highlighted.

Action

The final stage of the aida model is to get the target audience to take action. This could include going to the pop-up store or making a purchase. Cats should be clear and compelling.

Offline Tools for the pop-up and mock-ups

Brochures

The unique features and styles of the sneakers can be seen. Customers will be able to browse through the brochure at their own pace in the pop-up store. The brochure will focus on the selling points of the sneakers.

Flyers

Flyers will be handed out to potential customers inside and outside the pop-up store. Special promotions and discounts will be included in the flyer.

Posters

Posters will be displayed in and around the pop-up store. The different styles and colors of sneakers will be shown in the posters.

Digital Marketing

Digital SWOT of Chloé & Analysis of Campaign

Strengths

There is a strong online presence with sleek branding by Chloé. The brand's innovative product offerings contribute to a compelling narrative.

Weaknesses

Constraints can be posed by limited customization options and potential scaling challenges. It's important to address these limitations for sustained digital success (Kotabe and Helsen, 2022).

Opportunities

Customer engagement can be improved by the digital campaign's interactive experiences. The campaign's impact will be amplified by partnerships and collaborations.

Threats

Continuous adaptation is needed to keep up with the changing digital landscape. The risk of audience saturation is mitigated by balancing promotional content and authenticity.

RACE

Reach

The "reach" phase of the model focuses on expanding the brand's digital footprint. Targeted online advertising, social media campaigns and search engine optimization are used to attract a broader audience interested in luxury sneakers.

Act

In the act stage, user interactions are encouraged. Chloé sneakers aims to prompt meaningful actions, such as exploring product details, signing up for newsletters, or participating in online polls, through compelling calls-to-action, interactive content, and seamless user experiences on the website and social media platforms.

Convert

The conversion phase is about turning users into customers. Incentives and limited-time offers are put in place to drive actual conversions, such as making a purchase or joining a club.

Engage

Customer retention is dependent on the "engage" phase. The brand will use personalized communication, loyalty programs, and social media to keep customers informed and excited about the brand (Hutt and Speh, 2021).

Online Mock-ups

Proposal of Social Media posts

Opening Party & Invitation

An exclusive and glamorous experience is ensured by the meticulously planned opening party. Invitations will be extended to influential people in the industry. The venue will be adorned to reflect the brand's identity and create an atmosphere of sophistication.

Proposal of 2 Influencers

Influencer 1: Lydia Millen

Biography

Lydia Millen blends luxury with relatability. Her passion for fitness and fashion is shown in her journey.

Followers

Boasting over 1. The photo-sharing website has 5 million followers.

Engagement Rate

Lydia's engagement rate is four. The audience is involved.

Activities

Lydia works with high-end fashion collaborations, lifestyle insights, and wellbeing routines to align with the target demographic of Chloé sneakers (Aaker and Moorman, 2023).

Influencer 2: Zoë Sugg (Zoella)

Biography

Zo Sugg, also known as Zoella, is a prominent lifestyle author and is known for her authentic content.

Followers

Zo has over 11 million followers on social media and 9 million subscribers.

Engagement Rate

The engagement rate is 5. 2% means that the community is engaged.

Activities

Zoella's content features lifestyle vlogs, beauty recommendations, and book reviews, presenting an opportunity for authentic integration of Chloé sneakers into her versatile content.

KPIs of Offline & Online

Offline Marketing KPIs

Offline KPIs	Quantitative	Qualitative
Awareness	Count the number of visitors to the physical pop-up store.	Assess foot traffic patterns and observe visitor engagement with in-store displays and promotional materials.
Consideration	Count the number of QR code scans for in-store promotions.	Monitor the attendance and engagement levels during in-store events and promotions.
Preference	Record the number of in-store engagements with Magic Mirrors.	Measure the overall satisfaction and enjoyment of customers interacting with physical pop-up elements.
Purchase	Calculate the Return on Investment (ROI) based on sales and investment cost.	Track in-store sales revenue during the physical pop-up shop duration.
Loyalty	Track the number of returning customers to the physical pop-up.	Assess the number of customers subscribing to in-store newsletters for future engagement.

Online Marketing KPIs

Online KPIs	Quantitative	Qualitative
Awareness	Measure the number of online visitors to the pop-up website.	Assess the reach of online initiatives by calculating website engagement.
Consideration	Count the number of QR code scans for downloading the brand's Spotify playlist.	Monitor attendance at the online opening event through virtual participation.
Preference	Record the number of interactions with virtual Magic Mirrors in the online pop-up shop.	Measure the volume of earned media online, focusing on social media coverage of the pop-up store.
Purchase	Calculate the online Return on Investment (ROI) based on net profit and investment cost.	Track online sales revenue during the virtual pop-up shop duration.
Loyalty	Track the number of online customers returning for a second virtual purchase.	Monitor online newsletter subscriptions as an indicator of customer loyalty.

Budget Breakdown

Evaluation of Marketing Strategies

External	Customer Chloé Sneakers' marketing strategies have resonated positively with its target audience, evident in increased engagement, foot traffic, and favourable online interactions.	Competition Chloé's distinct positioning has allowed it to carve a unique space within the competitive landscape.
Internal	Cost Internally, the marketing initiatives have incurred a substantial budget, primarily allocated to impactful offline and online activities.	Capabilities Chloé Sneakers has demonstrated internal capabilities in executing complex marketing campaigns.

Conclusion

A well-designed pop-up store is what the marketing strategy for the brand should focus on. The pop-up should be in line with the values of the company. Online and offline tools should be used to increase visibility.

Recommendations

The engagement of the brand should be amplified by user-generated content and interactive features. Continual monitoring of market trends and swift adaptation will ensure relevancy in the competitive luxury fashion landscape.

New Business Ideas for Chloé sneakers

Chloé, as a brand, has forever been inseparable from a sort of easy gentility, extravagance, and a unique ethos that particularly separates it in the design world. This personality is profoundly imbued in the DNA of Chloé tennis shoes, which act as a material to mix the Maison's Parisian legacy with contemporary streetwear patterns. The brand's tennis shoes are not simply footwear; they are an assertion of refined at this point loosened up tastefulness, typifying the soul of the cutting-edge lady who is both intense and effortless. Chloé's plan reasoning for tennis shoes spins around delicate lines, ethereal varieties, and fragile, yet solid materials, repeating the brand's obligation to craftsmanship and quality. This is supplemented by unobtrusive, female subtleties like scalloped edges, flower designs, or the notable Chloé logo, making each pair in a flash conspicuous to those in the loop.

Supportability and moral design are additionally key parts of Chloé's image DNA, reflecting in their shoe line using mindfully obtained materials and creation rehearses. This responsibility not just addresses the brand's ground breaking approach yet additionally reverberates with a customer base progressively worried about the ecological and social effect of their design decisions. Generally, Chloé shoes exemplify the brand's legacy of Parisian stylish, joined with a cognizant, current way to deal with design. They offer the wearer a piece of Chloé's reality - one that values custom, yet is unafraid to adjust and develop with the times.

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