Dissertation

LAUNCH EVENTS
[Fig 76] Black Forest Gateau (2014). [Fig 77] Makeup (2015).
As a recent VM Inspiration report from WGSN challenges stores tp, “reference
design eras, music styles, celebrities and iconic moments in history that
resonate as feel-good nostalgia with the older generation” (WGSN. 2015b),
giving an example of the “financial success of films such as The Best Exotic
Marigold Hotel, which grossed $137m with its modern-day angle on the life of
older generations” (WGSN. 2015b). This idea of nostalgic reference is not only
an emotive experience for the consumer but also a current VM trend that can
also be carried through elements of the Marble store.
The Pre-Launch Press Event will be held a week before the official launch.
The event will mimick the actual store launch plans, acting as a preview for
relevant press, bloggers and influencers, of the multi-platform brand and what
it will entail.
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