EVT3204 Assignment: Virtual Launch Event Marketing Proposal

This report presents a comprehensive event marketing proposal for a virtual launch, specifically designed for the Cotton On clothing brand. It begins with a company background and history, followed by an analysis of social media assets and a SWOT and PESTLE analysis to understand the brand's strengths, weaknesses, opportunities, and threats, as well as the political, economic, social, technological, legal, and environmental factors influencing the brand. The proposal then outlines an Augmented Reality (AR) fashion show concept, including event strategy, theme, and the integration of AR technology to enhance the audience experience. The report further details the event's sensory elements, emphasizing the importance of sight, hearing, and smell in creating an immersive experience. Event marketing tools like influencers, event mechanisms (M.U.S.I.C), sponsors, microsite wireframes, and press kit development are also discussed. Finally, the report concludes with event design and layout considerations to ensure the successful execution of the virtual launch.

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Assignment Cover Page
Module Title: Event Marketing, Sponsorship and PR Module
Code: EVT3204
Assignment
Title:
Virtual Launch: Event Marketing
Proposal for Clothing Brand Date: 23/6/2021
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Table of Contents
Content Pages
1.0 Company Background and History 3
2.0 Social Media and Networking Platforms Assets 3
3.0 Brand and Product Analysis – SWOT Analysis 3 – 4
3.1 Brand and Product Analysis – PESTLE Analysis 4 – 5
3.2 Perceptual Mapping of Cotton On 5
4.0 Event Marketing Strategy 5 – 6
4.1 Event Senses of Fashion Show 6 – 7
4.2 Event Theme 7
5.0 Event Marketing – Tools Influencer 8 – 9
5.1 Event Marketing Tools – Event Mechanism (M.U.S.I.C) 10
5.2 Event Mechanism – Sponsors 10
5.3 Event Marketing Tools – Microsite Wireframe 11 – 12
5.4 Event Marketing Tools – Press Kit Development 13 – 15
6.0 Event Design and Layout 16 – 17
References 18 – 19
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1.0 Company Background and History
The Cotton On Group began with a single store in Geelong, Victoria, in 1991. From its modest
beginnings, The Cotton On Group has grown to 600 stores and 4500 staff, with Nigel Austin as
Managing Director. Cotton On Group started with a single store in Geelong, Victoria, and has since
expanded to include a few more locations throughout Australia. The business grew in prominence
over time, opening more and more retail locations in places like Hong Kong, Australia, New South
Wales, New Zealand, the United States of America, and Singapore, to name a few. Despite having
been in the industry for 19 years, Cotton On has increasingly expanded its branch to include sleeping
apparel, intimate and active wear with Cotton On Body, Rubi shoes, children's clothing with Cotton
On Kids, stationary and Typo (Cotton On, n.d.).
2.0 Social Media and Networking Platforms Assets
Cotton On has made an effort to create an online presence, as shown by the company's social
networking site. Their first channel is their own website, which they will use to promote their current
offers. Their website is also a good place to shop online. Cotton On has also benefited from the use of
social media. Cotton On, for example, has created a Facebook page where they can share the latest
news with their followers as well as serve as a banner to draw in new customers (Rajeck, 2017). Other
than Facebook, Cotton On also have an Instagram account. As their most famous social network, this
Instagram account has proven to be a valuable online asset. Since the majority of Cotton On users are
young people, this helps the brand to engage and communicate with their target audience. As a result,
Cotton On has reaped the benefits, as Instagram is their primary source of attention among their key
customers. Cotton On has also set up accounts on Twitter and Pinterest to promote and enhance their
online presence.
3.0 Brand and Product Analysis – SWOT Analysis
Strength
• Affordability
• Product variety (men, women, children,
and home)
• Global brand recognition
Weakness
• Unsatisfactory customer service
• Adherence to luxury brand patterns
• Affordability has an impact on quality
Opportunities
• Distributorships that are more regional
• Increase exposure to e-commerce
• Expand into new markets
Threats
• Intense competition
• Changing fashion trends
• Rising labor costs in developed countries
Table 1.0
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Cotton On Garments' SWOT Analysis is shown in Table 1.0. “A SWOT Analysis is a basic but
effective method for assessing an organization's resource strengths and vulnerabilities, business
prospects, and potential risks to its long-term viability” (Thompson et al., 2007: 97). To begin with,
Cotton On's strength is that it has a strong and diverse geographical presence across the world. Cotton
On has locations in more than 60 countries on six continents. A strong global presence aids in the
reduction of market risks. Cotton On is highly regarded, but one of the company's major flaws is that
most of its products imitate trends. Cotton On manufactures inexpensive garments and is dependent
on a large number of small manufacturers, and it picks up after trends from luxury brands. Cotton
On's prospects include the emerging markets, which present a significant opportunity for the business.
Cotton On could also use E-commerce as a medium for expansion. Nonetheless. Cotton On is also
available on E-commerce in a number of countries, but it could make more of an effort to extend its
E-Commerce network in order to reach a wider market. Cotton On needs to maximise the platform's
potential because e-commerce has the potential to be the future of the fashion industry
(Orendorff,2019). Social networking, on the other hand, has aided in the acceleration of changing
patterns. Cotton On must therefore perform in accordance with new consumer developments or it's
either risk falling behind in the industry. Cotton On, in reality, must contend with fierce competition,
as the apparel market is flooded with both domestic and international brands. In order to keep up with
evolving trends and fashion, each company must be aware of the market.
3.1 Brand and Product Analysis – PESTLE Analysis
The P stands for Political Factor, and the political factor for Cotton On in Malaysia is that the
Malaysian Tourism Board has agreed to take it a step further by holding countrywide sales twice a
year, known as the 1Malaysia Mega Sale Carnival. 1Malaysia Mega Sale Carnival is one of the
country's three biggest shopping activities, transforming Malaysia into a two-month-long festive
shoppers' paradise. Cotton On could be able to increase their revenues by taking advantage of this
opportunity. Furthermore, in 2011, global retail spending on clothing and apparel reached
approximately RM 5.86 trillion, which is a significant economic factor that affects Cotton On.
Western Europe, Asia Pacific, and North America, respectively, accounted for 34%, 30%, and 22% of
the global economy (Euromonitor,2012). Important variations in consumer purchasing habits and
populations is expressed in market size differences. Consumer purchasing habits have been influenced
by the recent economic crisis caused by the COVID-19 pandemic, putting downward pressure on
costs. This helps customers to save money without sacrificing fashion. Furthermore, Cotton On's
target consumers are teenagers and young adults of both genders, which has an effect on Cotton On's
sociocultural. Customers are classified into groups based on where they live, with their different
regional preferences. Consumers are divided into more complex target groups than ever before,
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resulting in vast differences in preferences between regions and markets. There are also significant
differences in how people and goods are perceived in different countries. Furthermore, Cotton On is
affected by the technological factor that there has been little technological progress in the industry
aside from enhanced logistics capabilities and communication technologies. Firms can efficiently
utilise inventories and minimise duplication in their global supply chains thanks to advancements in
logistics capabilities. Furthermore, Cotton On is a retail-focused business, and new stores must meet
legislative requirements before they could even operate. These circumstances are very common.
When a business moves internationally or sells goods online, legal issues get more complicated. Then
there's the issue of international law. On the environmental front, Cotton on Group started a campaign
in October 2018 to eliminate plastic shopping bags from their global store network, which they
completed in April 2019, preventing 38 million plastic shopping bags from entering the environment
annually (Cotton On, n.d.).
3.2 Perceptual Mapping of Cotton On
Figure 1.0
Cotton On appears in the diagram to be a company that offers consumers mid-trendy clothing at a
reasonable price as compared to its rivals. Uniqlo, H&M, and Forever 21 are the biggest rivals.
4.0 Event Marketing Strategy
Augmented Reality (AR) Fashion Show is the case being suggested. ‘Cotton On Fashion Week: The
Crossover' is the event's theme. “The Crossover” can be defined as brining in the imaginary and
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reality in the event. The aim of this event is to give current and future Cotton On varsity and tertiary
customers a new experience. Furthermore, to think beyond the box and combine fashion shows with
technology. Cotton On's varsity and tertiary consumers are the event's target demographic. SPICE
Arena will host the event because the power supply and settings will be adequate for students, who
will need their mobile devices to enjoy the fashion show. Aside from that, the SPICE arena's
architecture is sleeker and more modern, which suits the theme of the event. The installation of AR
technology for this event revolved around real fashion models on a special built runway, which was
created using AR technology to construct a fully virtual environment on stage (Waida, 2019).
Customers in the theatre will engage with the synchronised 3D experience using their own mobile
devices as well as iPads running the custom-built application provided by Cotton On. This experience
made the most of augmented reality technology by enhancing an already amazing fashion show with
real-time 3D content that was not only interesting but also meaningful from the viewpoint of the
audience.
Figure 2.0
The audience was able to see the digital effects that had been applied to the physical output from their
mobile devices. Flying pallets and colourful cubes floating presented additional information about the
models and their outfits. These three-dimensional elements were timed to follow each model down the
runway (Lisa, 2020).
4.1 Event Senses of Fashion Show
In any scenario, the more you involve the audience, the more effective it will be. The engagement of
the senses is something that event planners are focused in. As a result, understanding the psychology
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of how a person's sensory experience affects him or her is beneficial. Music, for example, can affect
how something tastes, according to research from Oxford University. Three classes of people drank
the same wine while listening to different songs. The wine's flavour profile was different for each of
them. Lower notes are associated with bitterness, whereas higher notes are associated with sweetness,
according to the study (Fleming,2014). The senses of sight, hearing, and smell are all involved in this
event. The sense of sight is possibly the sense that gets the most use at events; the audience may either
watch a fashion show on stage or use their own tablets or a device given by the event to witness visual
impact via AR. As a result, the viewer's experience and impression are enhanced. In the other hand,
the sound of the master of ceremonies will be there to strike the listeners' hearing senses on the
auditory sense, which is the sense of hearing. Not to mention the background music that is relevant to
the Fashion Show's theme; for example, if the theme was a modern theme at the time, the music
would be trendy songs (Jordan, 2021). Furthermore, if the theme was nature, the music would be
more country to suit the theme. Last but not least, the senses of smell and fashion must be coordinated
with the AR graphic, song, and smell provided by the theme. As a result, in addition to the visual and
auditory effects, the smell effect should not be overlooked; various scents may be used to complement
the theme. A muskier scent, for instance, can be used in a modern fashion theme, whereas an earthy
scent can be used in a nature fashion theme.
4.2 Event Theme
This fashion show's project style should be more futuristic and cyberpunk. The entire event will be
embellished with futuristic and modern decorations. When new technology meets modern fashion, it
creates a sensory effect on the viewer (Doshi, 2017). All of the experiences given in this AR Fashion
Show will astound participants. The attendees would also have the opportunity to learn about fashion
in a different way. The idea behind this theme is to bring together innovations and fashion that no one
has ever considered before. In other words, both fashion and technology would have a distinct
personality. Technology, futuristic, and cyberpunk will be the themes of this event.
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Figure 3.0
5.0 Event Marketing – Tools Influencer
Eric Chau Pak-ho (Chinese: 周 周 周 , born 12 November 1984), better known as Pakho Chau, is a
Hong Kong famous Cantopop singer, songwriter, and actor. In 2007, he signed with Warner Music
Group and made his debut in the Hong Kong music industry. In July 2017, he left Warner Music
and joined Voice Entertainment and TVB New Media. He is also the founder of the XPX and
CATXMAN apparel labels. Punk Hippie, the multi-talented superstar who created two streetwear
fashion labels, XPX and CATXMAN, under his fashion alias, graces the pages of fashion issue: a
mash-up of joyful rebellion and free-spirited grit that embraces the Coach fall 2019 collection's
heightened sense of colour, nature, and emotion. XPX stands for the icon in the world of icons, the
differentiator in the world of indifference, the attitude in the world of multitudes (XPX, 2018).
XPX comprises a living formula of two polarized Xs joint by the P of PUNKHIPPIE:
On the right, X is fear. On the left, X is faith.
On the right, X is nature. On the left, X is nurture.
On the right, X is animal. On the left, X is control.
On the right, X is madness. On the left, X is holiness.
On the right, X is evil. On the left, X is good.
Wedging a perfect balance of these drives, XPX collaborates to bring alive every juncture of life
and hence defines each and every one of us. According to Mingpao, the latest CATXMAN x
HELLO KITTY MEN x XPX range is a collaboration between the three brands and has been
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available since July 19th. Pak-ho expressed his gratitude to Sanrio, the company behind Hello
Kitty, for inviting him to participate in the project. "It's a dream come true!" Pak-ho exclaimed
when asked about the partnership, adding, "Really, a lot of brands have invited me to work with
them before”. It wasn't the right moment, though” (Heidi Hsia, 2017). Henceforth, Pak-ho’s
experience in fashion designing and marketing will bring a huge impact to the Cotton On event
itself.
Figure 4.0
Edison Chen Koon-Hei is a Hong Kong-Canadian singer, actor, and entrepreneur who founded
CLOT Inc and JUICE, a retail concept store (along with Kevin Poon). CLOT's mission is to bring
street culture to Asia and cross the East-West divide. Disney, Nike, and Coca-Cola are among the
global companies in which CLOT collaborates and crosses (Chan, 2020). Clot 'Juice,' which hosted
parties for Adidas, Visvim, Vans, and pop-up outlets for Stussy, Hood by Air, and more, expanded
into four brick and mortar stores and selected shops. Apart from apparel, CLOT has collaborated
with a variety of high-profile brands including Converse, Visvim, Head Porter, Adidas, and Coach
on entertainment and design. Edison's name will undoubtedly be a major hit in the fashion show as
the partnership between CLOT and Cotton On can be achieved, despite his experience of streetwear
fashion (Benjamin, 2015). He may be able to assist in the introduction of western fashion to
Malaysia. His popularity among varsity and tertiary students is undeniable.
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Figure 5.0
Summary Influencer
The fact that they are both from Hong Kong and are well-known is the reason for their selection. They
had both been acting in dramas for the majority of their lives, but they seldom collaborate in the
fashion industry. As a result, if both of them attend this event, it will have a significant effect on
varsity and tertiary fashion and drama fans.
5.1 Event Marketing Tools – Event Mechanism (M.U.S.I.C)
M.U.S.I.C. stands a marketing tool for events. The letter S stands for social influence in M.U.S.I.C.
The aim of social power is to help businesses develop a social presence. Since the majority of varsity
and tertiary customers spend the majority of their time on social media, social power is being used to
ensure that Cotton On's relationship with their target market is improved. Relationships are the latest
money of the social economy, according to Solis (2019). As a result, Cotton On must promote the
event on social media in order to further highlight Cotton On's involvement and this event to all social
media users. Social influencer is the next marketing tactic that will be used; social influencers will
help make the event more attractive to the attendees. Look for influencers who have large followers
on all social media platforms and whose specialties are relevant to the event. Their prestige will be
able to draw markets, which is much more than what businesses would do. It is common practise to
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pay fees or a percentage of profits to social influencers (Jstor, 2018). Since their participation would
help to increase the event's quality before, during, and after it takes place. If such activities are
thought to be special, such as advertisement, fashion, or cosmetics, social influencers may be a great
way to promote them.
5.2 Event Mechanism – Sponsors
Sponsorship can be a powerful marketing tool for your event if used correctly. It not only saves
money, but it also increases the chances of your event being a huge success (Dudani, 2017). Sponsors
invited to this event include Superbright, CLOT, XPX, and CATXMAN. Superbright is a company
that specialises in augmented reality technology, so getting them as a capital sponsor will provide
viewers with a higher-quality AR experience. CLOT, XPX, and CATXMAN are influencer-invited
brands Edison Chen and Pak-ho Chau, respectively. They may have a few great names for the event
based on their popularity. Thanks to your supporters, these names may be on your guest list. Their
attendance would benefit the event's publicity, prestige, and overall value. Furthermore, the target
demographic for both your event and our sponsor's business is the same. So, if we use the sponsor
company's clientele to promote this event, we will be reaching out to a very specific group of people
who can be added to your list of potential attendees (Hopper, 2021).
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5.3 Event Marketing Tools – Microsite Wireframe
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