Anya Hindmarch Presentation

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WELCOME Nadia MachariaSaskia RodriguezCherie JohnsonThe Brief“Anya Hindmarch is looking to increase its brand awareness and presence within…
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WELCOME Nadia MachariaSaskia RodriguezCherie JohnsonThe 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 ageâ€?.“A preflight lounge experience incorporating digital retail for the travelling Chinese consumerâ€?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 tripsPrimary researchPotential 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“A preflight lounge experience incorporating digital retail for the travelling Chinese consumer  ”(World Atlas, 2017)(Shanghai Daily, 2017)(Guardian, 2017)Starbucks X AlibabaTesco Home PlusThe Consumer  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 blog4:00pm 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 her6:00am 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  Biophilic designMinimalism x ColourCoworking SpacesColour inspirationAvedaAnthropologieEverlaneLouis BarraganMedleyGensler for TmAdevertisingEmmanuel MoureauxColor CampODOSSelga ScanoAnya Hindmarch Mini Mart The Budapest Café   Pantone Colour InstituteIntroducing the campaign  BEFORE the launchSocial Media CampaignInteractive MarketingSocial media campaignWECHAT Reflection of the campaign Focus on archetypes Engage users and share user generated contentINTERACTIVE MarketingDigital Lets the consumer pick the archetype Teases digital retail of loungeadventureLuxuryworkDuring the launchInfluencer Launch  The LoungeThe LoungeAFTER the launchSocial MediaInfluencer Updates“A preflight lounge experience incorporating digital retail for the travelling Chinese consumerâ€?QUESTIONS? Nadia MachariaSaskia RodriguezCherie Johnson
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