Shenshi Case Study | Outline Proposal
Country: United Kingdom.
Since the very Shenshi name translates to ‘Gentleman”, I suspect London would be a prime target for a Shenshi store.
Under the scenario outlined in the Case Study, I can see a way for Shenshi to penetrate the UK market by emphasizing gentleman’s attire and gentlemanly mannerisms that would help one get ahead in the City.
With design influences from Bond Street to James Bond, there is plenty to attract the up and coming achiever.
I would focus on mobile as the communication channel and reach the target audience at peak commute times. The high cost of living in London has for decades migrated all but the most well-heeled out to the suburbs. Driving into the city is nigh-on impossible, so many thousands commute by train and tube (subway). They have time to kill. They want to be glued to their mobile devices to catch up on ways to get ahead – news, information…what to wear.
Among the Social platforms I would consider is Pinterest where Shenshi can influence a mobile-captive audience and encourage pinning of anything from the latest slim fit suits, to the perfect pair of Oxfords, to neckties, to handkerchiefs, to dozens of accessorized essentials for the discerning businessman. Pinterest pins would link out to Tumblrs with short-form “rapid reading” articles containing beautifully captivating images in glorious color. Separate Tumblrs could focus on different aspects of becoming successful through “looking, acting and feeling the part”. This is leveraging the idea I described in an earlier post. A Pinterest contest I would call “Who’s your Business Hero?” would award loyalty program eCoupons to the most-pinned image and accompanying explanatory caption.
Facebook | Stories…er…I mean Paper would provide the perfect platform for reading inspiring stories of real success in the City and a contest that I would call “Dreams of Success” would challenge the audience to create a story of how they see themselves climbing to the highest echelons within the oddly named, yet stunningly glamorous “Gherkin”. The most up-voted story would receive special discounts when using the Loyalty Program.
“The Gherkin”. The City’s iconic symbol of financial strength.
Image credit: wikimedia.org
Since quintessential London tailoring is well out of reach of most aspiring City “movers and shakers”, it’s a perfect opportunity for Shenshi to leverage its low-cost manufacturing prowess and supply-chain excellence to offer business attire that is “more Cachet, less Cash” than the prevailing mainstream brands
This will form the basis of my “cunning plan”, as the BBC’s Blackadder would say, for Shenshi’s world domination.
We’re not in Kansas anymore Dorothy, this is the information economy. Let’s grow and develop through sharing and collaboration.
How is your Shenshi Case Study shaping up?
