Daintree denim is an eco-friendly brand, with it having its own pop up stores that travel to certain festivals, portraying the idea that the brand is in love with the environment around it. The whole point in the pop up store is to make its potential customers aware of how harmful denim is, but to also display and show the public the products we sell, and what the current trends we've analysed actually are. Customers won't be able to purchase anything at the stores themselves, but they can order the upcycles there at the store or scan the QR code and take it with them to order at a late date.
The festivals Daintree denim will be at are: - Wildlife Festival in Brighton, 9th-10th June - Glastonbury Festival in Somerset, 21st June-25th June - Latitude Festival in Suffolk, 13th-16th July - The Green Gathering Festival in Chepstow, 3rd-4th August - Wilderness Festival in Oxfordshire, 5th-6th August
The choice behind these festivals were due to most of my target customers being at these festivals. Some of them like, The Green Gathering and Wilderness festivals are very green and eco-friendly, fitting in with my brand very well and enticing my exact target audience. The idea of up cycling garments is something that would fit in with these festivals as people tend to dress quite 'hip', and upcycling fits in with that type of dress code. In addition, having a variety of festivals for the brand to attend allows more customers to be aware of it, and even though many audiences may not buy anything, they will still be made aware of the harmful effects that denim production is having on our environment.
The pop up store will be open from 10am-9pm every festival day, which is normally around 3 days long. Normally music at festivals is throughout the afternoon all the way through until the evening, but not everybody will want to see the same acts, so having it open for 11 hours a day will entice all audiences to have a look inside. The costing of the store is quite pricey for some of the festivals, for Glastonbury it will cost around £1500-£2000 for the whole weekend, which is expensive but if it's making customers aware and encouraging online sales, then it's definitely worth it. Whereas, The Green Gathering costs around £500 for the whole weekend, which isn't that bad.
The idea Daintree's store being in a tepee is relevant and sticks to the festival vibe, however, it is slightly different to something people would normally stay in at a festival. Instead of it being a tent, it's allowing the shop to stand out by being different and make people wonder why it's there and why a tee pee is at the festival rather than ordinary tents. The look of the inside of the store has a grunge but also rustic feel to it and is also very minimalistic. All of the furniture inside the store is made of wood and its surroundings is covered in plants, giving the brands aesthetic of being eco-friendly. The design will include laminated flooring, so it will be easy to manoeuvre, and there will be a variety of rugs to give the place a more homely feel, even when at a festival.
DJ Kue has kindly offered to play his set at our pop up store at every festival, for free of charge, which benefits both of us, as his music can get recognised and we'll have a DJ that fits in with our brand. It'll make our store more interactive and fun compared to other stalls that will be nearby at the festivals. He'll be playing from 10am-1pm, 3-5pm, and 7-9pm every festival day, showing off his skills and giving us a taste of his music. Having a DJ like DJ Kue will show our brand aesthetic and will entice the audience in as they can listen to more music and dance on our very own dance floor. His set will not use electricity from the mains, but will use solar power which will be on the back of the tepee behind the DJ set. Can we get any eco-friendlier? However, we're hoping we have lots of sun over the summer for this to run smoothly!
We'll also have our brand ambassadors joining us at the stores, with them receiving wristbands which will allow them to see some acts but mainly be joining us for most of the weekends. Each brand ambassador will be going to at least two of the festivals for free, with Nikita going to Wildlife and Latitude; Tasha going to Wildlife, The Green Gathering and Wilderness; Megan attending Wildlife, Glastonbury and Latitude; and Jess attending Wildlife, Glastonbury and Wilderness. All of these festivals fit in with their image. Tasha, Megan and Jess all have their own YouTube channels as well as blog pages, so them making this brand public is a great way as they can broadcast it to their many subscribers and viewers. They'd need to make it clear that the hashtag campaign is the main focus for this brand at the moment, as that's what will get Daintree Denim noticed by others. So in order to do this, we'll send out a package to them after they've accepted to work with us, which will include, a pair of the jeans, look book, tote bag and festival tickets. We've suggested that they'd do a YouTube video of them opening up the package we sent them and on the day posting frequently about the store, by doing Instagram Lives and tweeting. On the days of the festivals, they'll style and wear the jeans and will also making our store public to their viewers on social media. Before the event, we will hold a meeting which will give them in detail everything they need to know about our brand, in order to promote to our audience and make our audience aware. They'll be working for us over the weekend. Having brand ambassadors from YouTube will help us out a lot, as YouTube is such a big place online now.
A couple of staff that we will hire will be given a pair of jeans to wear and style, and will be multi skilled on these days. We're a brand that uses less packaging but more technology in order to go about our daily lives, so we'll get our staff and brand ambassadors to go around with an iPad, chatting to customers to find out about their habits and making them aware of our brand and its hashtag campaign. We'll also show them how it works when you scan a QR code and make them aware that the first 30 customers that order on that day will get 10% off their order. The members of staff could potentially work for us in the future, whether that's in the factories or as a high up team member. Every festival day, we will have 2 lectures, held by the CEO to make people aware of the hashtag campaign. This will be in time slots that DJ Kue won't be playing, so from 1:30pm-2:00pm, and from 5:30pm-6:00pm. They'll be fun and engaging!
Cocktails will be sold at the event, with lots of different flavours which will relate to an eco-friendly brand, with samples being handed out on arrival to our customers, and then that will give them the choice to buy a large one if needed. The cocktails that are sold will be made from our finest and freshest ingredients from WholeFoods.
Every customer will be handed our own printed tote bags which will include our very own lookbook and business cards. This tote bag will be handy for the rest of the festival. If people see a large number of people walking around with one, they'll instantly want one so will investigate to find one, encouraging and enticing more customers. Once the tote bags have run out, we will hand out paper bags with the same things inside, but it'll just be made of paper rather than cotton. Hopefully, our customers will have a satisfactory experience in our store and will encourage other festival goers to come and explore.
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