When I had lunch in APM food court last week, i saw a unique store located at the middle of the mall at the ground floor. At that moment, there are around fifty people surrounding the store. As the layout of store is unique, it got the attention from me and other shoppers in the mall even we are not the fans in both CHOCOOLATE and A BATHING APE.
there are some posters promoting and introducing the pop-up store in the shopping mall. Why CHOCOOLATE set up a pop-up store? the reason is to celebrate to establishment of the brand CHOCOOLATE for 3 years. They invite a famous Japanese fashion brand A BATHING APE to intorduce special edition CROSSOVER products. They launch tee, cap and mug to fullfill the needs of their fans and customers. CHOCOOLATE opened a POP-UP STORE to sell the co-brand product during 6/11 to 11/11 in APM mall in kwan tong.
In my view, it is a successful promotion method by using a pop-up-store which is located at such shopping mall for CHOCOOLATE. As APM targets young people, it can reach the potential target customers of CHOCOOLATE. Besides, pop-up-store is a new idea for their customers and other shoppers in the shopping mall so it can get their attention easily. Moreover, the cooperation with A BATHING APE is a surprise to CHOCOOLATE’s customers. It can follow the image of CHOCOOLATE that CHOCOOLATE emphasis on providing a fun environment to bring their customers a wow shopping experience. It is a good way to enhance the brand image of CHOCOOLATE.
By Donna
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