Bread And Crab Case Study

Executive Summary

In this document I will be studying the fashion market of Hong Kong, with its current and likely future trends. I will be using the information to create a PR campaign for the local fashion brand ‘Bread & Butter’. The aim of the campaign will be to promote it among target audiences and increase the short term as well as long term sales. In order to achieve all of this, I will face significant challenges from competitors’ parallel campaigns and the modern trends involved in the business.

First of all, I will have to check the current situation. As an established brand, ‘Bread & Butter’ is likely to grow with moderate campaigns too, but with this particular one I will try to notice the gaps in the market for future expansion

Media also represents a very important aspect of the plan. I’ll need to ensure that the media involved are the type that the brand I represent deserves and possibly, for it to be in line with any of the future plans the company has (perhaps expanding into different market). The plan will also have to depend upon a budget, which in my case will be imaginary, but as close to reality as possible.

Finally, I’ll be analyzing how realistic and successful the campaign is likely to be in real life. I’ll reconsider all of the motion I’ve gone through and will try to ascertain what I could have done better. Also, I will be checking out the advantages and disadvantages of every single move I made and whether they will have any lasting impact on company image and more importantly

Since Bread & Butter is not a huge luxury brand, it won’t be able to compete with other firms for it in those peak times. Therefore, I suggest doing the event in mid-January. In the evenings (Friday would probably be the best day), there are most people around and the flash mob fashion show is likely to interest them.

Venue

For the venue I plan to use one of the ztampz shops in World Trade Center, since it is one of the best shopping centers in Hong Kong and it is usually full which is bound to help attracting people towards the show. Also, another advantage will be the cost because it is likely that ztampz and the World Trade Center have got some sort of relationship, which will possibly reduce the price for the aforementioned stunt.

Programme

For the pro gramme, I’d first like to do the flash mob in the World Trade Center, it will take around 2 hours, and then I’d like to move to a club or a large café, preferably somewhere nearby where most of the celebrities and guests will be given details of the new spring 2016 collection. So the programme will look something like:

Time

Event

6p.m. –