Company A has launched a campaign for its new underwear and jeans collections, featuring South Korean...

 

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Company A has launched a campaign for its new underwear and jeans collections, featuring South Korean singer and dancer Hyuna, and Chinese rapper and dancer Lil Ghost. The " One" campaign follows the new ONE apparel and EVERYONE fragrance launch. Featuring two prominent figures in Asia's entertainment industry, the campaign is similar to the global campaign that proclaims: "I am one, I am many, I love everyone of me." The images of the campaign showcase their individuality when they explore different sides of themselves, which aims to bring "the raw and rebel spirit of the original Apart from this campaign, Company A has also launched a five-day virtual pop-up store on Tmall. Integrated into an interactive 3D virtual experience exhibition, the pop-up store can be reached through the Tmall or Taobao home page or Company A's official website. ONE to life". Upon arrival, customers can join an online exhibition with Hyuna and Ghost, through which they can discover how they shoot blockbusters; and experience the design, style and energy of the ONE spirit by kaleidoscope, photo moments, and other areas. Other interactive elements of the pop-up store include creating personalised images, while they can also buy the same products the celebrities are wearing in the virtual exhibition. Question 2 a) From the consumer's perspective, what kind of innovation is the design of virtual pop-up store? Explain your answer. b) Choosing a marketing channel is a critical decision. Recommend a marketing channel strategy to Company A for selling its EVERYONE fragrance in the market. Explain and support your channel choice in detail. Company A has launched a campaign for its new underwear and jeans collections, featuring South Korean singer and dancer Hyuna, and Chinese rapper and dancer Lil Ghost. The " One" campaign follows the new ONE apparel and EVERYONE fragrance launch. Featuring two prominent figures in Asia's entertainment industry, the campaign is similar to the global campaign that proclaims: "I am one, I am many, I love everyone of me." The images of the campaign showcase their individuality when they explore different sides of themselves, which aims to bring "the raw and rebel spirit of the original Apart from this campaign, Company A has also launched a five-day virtual pop-up store on Tmall. Integrated into an interactive 3D virtual experience exhibition, the pop-up store can be reached through the Tmall or Taobao home page or Company A's official website. ONE to life". Upon arrival, customers can join an online exhibition with Hyuna and Ghost, through which they can discover how they shoot blockbusters; and experience the design, style and energy of the ONE spirit by kaleidoscope, photo moments, and other areas. Other interactive elements of the pop-up store include creating personalised images, while they can also buy the same products the celebrities are wearing in the virtual exhibition. Question 2 a) From the consumer's perspective, what kind of innovation is the design of virtual pop-up store? Explain your answer. b) Choosing a marketing channel is a critical decision. Recommend a marketing channel strategy to Company A for selling its EVERYONE fragrance in the market. Explain and support your channel choice in detail.

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The design of a virtual popup store is an interesting challenge One that requires creativity and experience in a variety of skill areas Here are a few ... View the full answer