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Lake is a fresh and innovative concept for a store. With the high street being very established with names everyone knows and trusts, trying to build against this competition open up a lot of threats for Lake. With the target market being young and impressionable 12-16 year olds the marketing and promotions are key to the success of the store.

Manchester is a very cosmopolitan and diverse city, which is why the store concept would fit in with the market of the city; however all promotional campaigns will very much need to target the specific audience rather than its habitat. Lake is not only covering retail but also giving the target audience a social space for them spend time in an environment catered to them exclusively.

Lake, Manchester

Artist impression of Lake

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iteIt’s crucial that the promotion connects with the audience on a personal level; this will mean we will have to cater to everything they are interested in. A website will be launched for them to be able to browse the collections online. However, with the age group, ordering online will not be an option, a reservation service will be put in place so they can reserve their size and collect from the store. On the website they will be able to put outfits together and connect to other people shopping at the time, this will be via a chat service where you can post your favorite pieces and then share these via Facebook and Twitter. We will have a style advisor live on the site between 3-7pm weekdays and 12-4pm on weekends, allowing the teens to ask for advice with their ever changing body shape. Within the website is an option to click on your local city and see what events and activities are available. All of these will be aimed at that specific age group, so it will meet their interests and needs.

Shout about IT

From the website it will take you the exclusive Lake Blog. This is designed to keep everyone updated with the latest developments of what is happening at Lake HQ. Posts will include our favorite outfits and ‘what’s hot’ list. It will keep you up to date on what events we have lined up within our events centre. All the packages will be available on there to browse, as well as pictures of previous events. Exclusive competitions and discounts will also be held via the Blog. It’s all about keeping Lake connected with the target market. Comment boxes will be available for the customers to have their say on what’s happening and how they think we can enhance their experience for them.It will be a very visual Blog with images of the experiences in Lake and the events centre as well as pictures the target market can send in to promote their experiences. A music playl-ist will play throughout the Blog, with music we recommend, up and coming bands and the good old girly classics. These will be available for download, as well being played within store. Consistency is key to create a well rounded experience they will want to come back to again and again.

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Once a month a Lake lookbook will be produced. This is produced mainly around lifestyle elements. What the target market are interested in at that particular time, what they are enjoying doing. Fashion will be involved with all our ‘what’s hot’ picks for that month, worn in real life situations. This will be available for download via the Apple App store, making it accessible on mobile devices, iPads and laptops. There will also be a space in store within the ‘social hub’ area for them to browse it at their leisure. For the first month the look book will be free, however after that there will be a £4 charge at the till point within store. The digital copy will be available through their apple account and will cost £2.49.

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The loyalty of Lake customers is crucial to the success of the business. Incentives will be produced on a con-stant basis, not only for them to have input, but also to show that we value their custom. A permanent fixture within the store will be a loyalty card. These will be available with your first purchase over £10. Collect 5 stamps and they receive a 15% discount on your next shop, collect 10 stamps and they receive a 25% discount. This can be on clothes, shoes or accessories. There is no charge for the cards and they will be available to both the target market and parents.

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edia Social media is the biggest output of promotion for Lake. Facebook alone has over one

billion users and it’s the quickest way to target a large and specific audience with one post. A facebook and Twitter page will be the best ay of targeting our target market with our latest updates, Blog posts. Competitions will also be led via Facebook and Twitter. Twitter will also be used to connect to other retail outlets and celebrities of the same age group; this will help to generate hype around the brand.

For the opening event a competition will be launched for our followers to post ideas of their most extravagant event ideas for us to launch in the first week. The winner will be chosen by our events team and will win exclusive discounts and a special goody bag when they arrive to the opening. They will then work alongside our events team to make it happen

Spotify will also be a big tool used within Lake. The ‘whole’ experience is key to making every visit to the store unforgettable and music will most certainly en-hance this. Lake will have a Spotify account where the playlists are accessible to our customers at home. They can also create their own playlists that potentially could get played within store and can share them via Facebook and Twitter with their friends. The same playlist will be played on the Blog, bringing all outputs of Lake together.

Lake Playlist Connect with us

Alongside this for the opening a flash mob will be constructed within Manchester Arndale Centre. This will coincide with promotions for the Northern Ballet School. They will put together, with Lake, a dance, which will start within Manchester’s Arndale Centre and will lead the crowds to the Lake flagship store, located on St Ann’s Street. This will generate a lot of promotion and hype around the store and its opening, as well as being appealing for the target market.

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