MKT381

Dec 7, 2021

Max Mara: #EmpowerHer Spring/Summer 2022 Campaign

Under the Supervision of Dr. Rania Semaan

Group 6

Raneem Al-Jaljouli 78043

Palak Bhambhwani 80420

Nermine Marak 79911

Navya Muraly 79481

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Table of Contents

Executive Summary 3
Max Mara’s History and Background 5
Industry Analysis/ Positioning 6
SWOT Analysis 7

Competitor Analysis
Ideal Customer Profile of Max Mara
Communication Objectives
Marketing 360 Campaign 11
Social Media 11
Advertising 12
Public Relations 13
Pop-up Event 13
Influencers 14
Launch Calendar Timeline 18

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Executive Summary

Max Mara, a shining symbol of modern fashion, is now globally recognized for its

luxurious image and continuously flowing apparel, uniquely designed with great passion.

Throughout the years, Max Mara has progressively portrayed its immense passion towards

creating fashionable, yet sophisticated collections catered primarily for their target audience.

Max Mara’s fashion runways highlight the true brand identity, especially as they maintain their

main focus on not only their targeted consumers, but also the brand’s heritage and origins, which

play a major role in defining the brand as a whole. While Max Mara has been successful

throughout its time, their environmental changes have created the emergence of several obstacles

for the brand. As the world currently continues to shift towards more modern, trend-reliant, and

unique apparel, there has been an intense focus on the younger demographic. Hence, the majority

of fashion brands we know today, have altered their target audience towards the younger

generation. In specific, Generation Z now dominates several markets, and has a major influence

on a brand’s reputation. Despite this shift, Max Mara has faced difficulties attempting to cater to

this new audience, and appeal to them in ways other brands already have. By introducing the

campaign #EmpowerHer, the main objective is to capture the attention of the younger

demographic, and portray the message of empowering women through multiple proposed tactics

and strategies that might help Max Mara extend its reach to a new, and much broader target

audience.

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Max Mara’s History and Background

Max Mara’s current success stems from an extensive, deep, and rich tradition that was

passed down through one generation to another, within an Italian family. The brand’s

inauguration initially began in the year 1951, pursued by a man that was heavily influenced and

passionate about the fashion industry in its entirety, Achille Maramotti. Born into an Italian

family that had an endless respect and gratitude for their heritage and the art of creating fashion,

Maramotti was inspired by the two most prominent women present in his life, his great-

grandmother, Marina Rinaldi, and his mother, Giulia Fontanesi Maramotti. While his great-

grandmother had an intense attention to detail and determination towards excellence within the

pieces created for her atelier, her strong passion was passed down to Achille’s mother who

progressed her teaching career in the art of sewing and modeling, as well as acquiring numerous

publications and books on her theory of cutting. Due to being surrounded by the fashion aura and

gaining knowledge from these strong women, Maramotti led Max Mara to its modern image, a

luxurious, elegant, pret-à-porter brand that caters to the preferences of women. Hence, the

brand’s name, Max Mara, was adopted in honor of his mother and her passion for fashion.

Throughout the numerous decades of Max Mara’s operations, the brand grew under the hands of

Maramotti, expanding year by year internationally and opening stores in popular fashion cities

such as New York and London. In addition, Max Mara has become an umbrella under which the

emergence of sub-brands came to life such as SportMax, WeekEnd MaxMara, Max and Co.,

Marina Rinaldi, and many more (Max Mara, n.d.). Currently acquiring a strong presence

worldwide highlights their values in which they aim to portray their passion for fashion, tradition

and heritage, allowing a sense of belonging to every woman, teamwork, creativity, and

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entrepreneurship (Max Mara, n.d.). Each of these values have emerged from the brand’s history

and how it developed to its present image. In addition, Maramotti was determined to cater to all

women, regardless of their appearance, focusing on the concept of inclusivity, and allowing the

youth to be the brand’s primary consumer.

Industry Analysis/ Positioning

Max Mara positions itself as a high-end luxury brand offering high-quality and high-

priced products which focus on promoting elegance and sophistication among women. It is

placed among competitors like Burberry and Prada, as they share a similar heritage and common

offerings such as classic products. In particular, many of these brands share trench coats as their

iconic or classic product. Brands like MaxMara, Burberry and Prada fall into the same category

as they aim to appeal to the same age-group (20-45) from middle to higher income age group.

Additionally, Burberry, MaxMara and Prada fall into the same category of ready-to-wear luxury

fashion and have a few similarities in terms of their target market and price range. These brands

also seem to share the same classic product, trench coats, especially for females. Max Mara have

positioned themselves as one of the best ready-to-wear brands in terms of producing elegant and

classic coats. The brand started off with producing one of Italy’s finest coats inspired by the

Queen herself. The Max Mara woman is seen like a queen with a Britannic style and an Italian

accent. Max Mara’s core value is to deliver long-lasting and comfortable clothing to the

ambitious woman who faced complicated life issues in the form of work, family, travel, and

social occasions. All their collections are based on their iconic coats which they believe ‘never

go out of style or fashion’. The coats represent a fashion that they believe endures over time.

They position their brand in terms of high-quality clothes being offered at a price which seems

affordable by the high-income groups.

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SWOT Analysis

Strengths Weaknesses

Strong Brand identity: Max Mara’s founder
Achille Maramotti, utilized his heritage and
history to create a story for the brand. Its
reliance on Italian heritage presents a strong
competitive advantage for the brand.
High quality products: The brand offers
high-quality pret-a-porter pieces that focus on
promoting elegance and sophistication among
women.
Low social media engagement: Max Mara
has a low engagement on social media
platforms such as Instagram, Facebook,
Twitter and Youtube.
E-retail commerce platform: the e-
commerce platform is available only in UAE
and KSA even though the brand has brick and
mortar stores in Qatar, Bahrain and Kuwait.

Classical pieces: Max Mara’s classics

include the 101801 Icon coat and Teddy Bear
coat that often comes in camel shades.

Brand extensions: Max Mara has extended

its brand to other labels such as Sportsmax,
Marella, and Marina Rinaldi among many
others. This brand extension helps increase
sales, expand its customer base and target
new markets.

Opportunities Threats

Expand to New markets: Generation Z
looks for items that make them feel unique
and set them apart from the rest of the crowd.
Leverage Sustainable Fashion : Consumers
are sustainably conscious when it comes to
shopping. Max Mara can position itself as
sustainable through marketing efforts by
focusing on the ethical perceptions of the
brand.
Small independent brands: The rise of these
brands pose a threat to Max Mara as the
element of newness and excitement is a key
consideration for consumers when it comes to
shopping.
Competition: The brand faces tough
competition from other luxury brands in the
industry such as Burberry, Prada and Fendi
that have a similar target market.

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Competitor Analysis
The competitors of Max Mara are identified based on their brand positioning in the

industry, their similar approach in creating fashion (I.e. luxury, ready to wear products), their

pricing, and finally their shared target audience. The first identified direct competitor of Max

Mara is Burberry, given that both brands are known for classic pieces such as the trench coat,

and are both focused on emphasizing their country’s heritage through the brand. In addition, the

target audience for both Max Mara and Burberry are similar in nature as both brands target

individuals from the mid to upper income groups that also fall within the same age group

(Yiasoumi, 2018). Although Burberry is targeted for both men and women, their target audience

is dominated by females which means that fierce competition would arise from this brand given

that Max Mara is an all woman brand (Yiasoumi, 2018). When it comes to prices, both brands

have similar prices for their products in the same range. For instance, the Burberry trench coats

prices range from 5,000 to 10,000 dirhams. Similarly, Max mara’s trench coat prices range

anywhere from 3,000 to 17,000 AED. One of Burberry’s previous campaigns was their luxurious

pop up at the popular festival, Sole DXB, where street style and pop culture is brought to life

within Dubai’s design district (Truscott, 2019). The brand has chosen a spot in which the youth

is present, and has catered events such as allocating a DJ, to further attract attention (See

Appendix 1).

Another competitor to Max Mara is the widely recognized fashion brand Prada, who has

created and designed a variety of collections pertaining to the classic trench coat. Emplacing

their focus on the Italian culture and origin from which they come from, they have portrayed

their heritage through the several collections that have expanded far from just trench coats.

Furthermore, Prada’s target audience entails men and women that fall within the age group of 18

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to 34. Given that they have targeted the youth, and in particular Generation Z, for many years,

they pose as a strong competitor to Max Mara, having already attracted the younger consumers.

In addition, Prada also holds a greater advantage of having a much wider and larger audience

since they target both genders, while Max Mara is primarily focused on women. In terms of their

price ranges, Prada and Max Mara acquire a similar price range for their common products. In

comparison to Max Mara, Prada’s trench coats can be purchased at a price range of 4,000 to

12,000 Dirhams. An example of Prada’s recent campaigns is their pop up at the Dubai Mall,

which was named Enchanted (Prada, 2020). The brand has portrayed their sophistication and

elegance through the creation of a uniquely designed pop up store (See Appendix 2).

Fendi, similar to many other luxurious fashion brands, have begun to shift their focus and

expand their reach towards the younger generation. The brand currently targets men and women

of ages 18 to 34, capturing the youth and catering to them. Throughout the years, Fendi has also

portrayed their intense focus on their Italian heritage and have launched numerous campaigns

pertaining to their origins. Being an Italian, luxury ready to wear fashion brand, Fendi has

seemed to manage its way through attracting Generation Z of both genders, and hence, they

serve as one of the major competitors to Max Mara. Aside from their trench coats, Fendi has also

expanded further to other product lines. In comparison with Max Mara, Fendi’s trench coats can

be found to be priced up to 26,000 Dirhams, with a lower range of 10,000 Dirhams. In a recent

attempt to capture the attention of the younger generation and be relevant within the market,

Fendi has announced a collaboration with Kim Kardashian’s Skims concept, widely recognized

by younger consumers today (Celeste, 2021) (See Appendix 3).

Ideal Customer Profile

Over the years, Max Mara has been able to establish itself as a successful luxury brand

with high focus on fashion and quality. Max Mara designs its collection to suit women who

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enjoy the ‘elegant and delicate’ look in their everyday life. Max Mara started off with focusing

on three types of women, one, who were of average size and were looking for sophisticated and

elegant clothing; second, women in plus size who had the desire to follow fashion; and third,

slimmer and younger women by designing youthful clothes which was inspired by hip London.

At present, Max Mara focuses on female customers who are between the ages of 25-60. They

want to target and promote the concept of strong and independent women by focusing on women

entrepreneurs, celebrities and bloggers who are looking for high-quality luxurious fashion and

have a high income to afford these styles. Their primary market consists of women between the

ages of 25-29 and extends to secondary markets such as older women between the ages of 30-35.

The brand speaks to working women by creating smart and high-end style through their tailoring

techniques. It is one of the biggest clothing companies in Italy. Most of Max Mara’s customers

are based in Italy, with the United States following as second. Although, with this season’s

collection we plan on targeting the younger generation Z population which is women between

the ages of 17-24.

Communications Objectives:

Goal 1: Increase Brand Awareness (Cognitive)

The first objective we will be setting for our overarching campaign #EmpowerHer is to

increase brand awareness among the younger generation (specifically generation Z) throughout

the span of the spring and summer period (March 2022 – August 2022). As we aim to appeal and

target the younger audience, it is crucial we set out marketing tactics that help us achieve this

communication objective effectively

Goal 2: Positive Brand Attitude (Affective)

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 The second objective we aim to achieve with our overarching campaign #EmpowerHer is

increasing positive brand attitudes in relation to how strongly our target audience (generation z)

will think and feel about our brand through our strategically chosen marketing campaign efforts

and tactics. We plan on measuring this increased brand favorability through tracking public

attitudes and opinions and by utilizing surveys and questionnaires.

Goal 3: Increase Brand Associations (Cognitive)

Our third objective that aims to achieve our overarching campaign #EmpowerHer is to

increase brand associations within our prospective young customer base as we want our

consumers to associate the novel spring/summer collection 2022 with the terminologies

“youthful and trendy.” With this objective set-in mind, we aim to attract the younger generation

by shifting their existing associations of Max Mara being merely a “mom” brand.

Goal 4: Increase Consumer Brand Engagement (Conative)

For our final objective, we aim to increase consumer brand engagement through earned

media and interactions via comments, likes, and shares on social media platforms throughout the

span of the six-month spring/summer campaign. Our overarching campaign will play a role in

this objective as the hashtag #EmpowerHer will be utilized across our strategic choice of social

media platforms. We aim to track brand engagement through likes, shares, and user generated

content across our strategically chosen platforms.

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Marketing Strategy and Plan

Our overarching theme for the #EmpowerHer campaign aims to attract the attention of

the younger generation by emphasizing that girls can be in control of their lives. A key

characteristic of Generation Z is that they are involved in societal issues and strive to influence

policy to create a positive change in society. Generation Z is known for their interest in breaking

away from societal norms and challenging double standards. Therefore, what better way to

communicate a women driven brand like Max Mara by highlighting strong female independent

youth as an empowerment to those who are young and dream to be the same. Max Mara can

leverage these characteristics and showcase that for a Max Mara woman, empowerment is about

having the freedom to live her life as she sees fit while celebrating the individuality of all ages,

sizes, shapes, and races. This draws back to Maramotti’s vision to cater to all women, regardless

of their appearance, focusing on the concept of inclusivity.

360 Marketing Campaign

Advertising Strategy

To achieve our objective of increasing brand awareness and brand association among our target

audience, we propose that MaxMara implements the following advertising strategy:

The target audience that we serve is vocal about societal issues and plays an active role in

influencing policy and business practices concerning inclusiveness, diversity, and discrimination.

According to a study conducted by Google (2018), the presence of social media has helped gen z

become more knowledgeable and vocal about social change. With these factors in mind, we have

developed a YouTube campaign to support our key message #EmpowerHer. The story shown

below is inspired by Françoise Sagan, a french author’s life as a 15 year old rebellious teenager

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who failed her exams and was forced to forego her family summer vacation and sit at home to

study. Deprived from her wonderful time at the seaside, her imagination gave birth to Bonjour

Tristesse, one of the best selling novels ("Max Mara Spring Summer 2022 Runway show",

2021).

The story begins with a young girl questioning the apparel that have become emplaced in

her closet, experimenting them together and attempting to create her own version of a unique

look. Instructed to place her focus on her educational responsibilities, which are of least

importance to her, the young girl proceeds to sketch and design several collections that were

inspired by her underlying passion for the fashion industry. Despite her talent, the young girl is

trapped within a reality that prevents her from pursuing her dreams. Deprived from her supplies,

she faces intense helplessness with her life, but at that moment, she is struck with a realization

that the future she seeks involves becoming a fashion designer. The scene then begins with the

doors opening to a scenery filled with a large audience that acknowledges and applauds her

designs. The advertisement then ends with the designer seeing her mother amongst the crowd

shedding a tear, and finally showing how proud she is of her.

From the storyboard above, the door represents her choice to break away from

expectations that were already imposed on her. This story illustrates what empowerment means

for generation Z who break away from cultural norms and achieve new heights. We aim to

utilize emotional appeals to appeal to this segment through this YouTube campaign to generate

brand awareness and change the perception of our brand from a mom-brand to a brand that is

focused on meaningful youthful aspirations.

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Public Relations and Influencer Tactics

To accomplish our objectives of increasing brand associations and awareness; our PR

tactic plans to implement the following two activities. First, we plan to create a PR package box

(see appendix 4) that highlights our campaign #EmpowerHer, where we will be providing

influencers with one of the summer/spring 2022 pieces. We will challenge these influencers to

create a look for their viewers on social media by trying to mix and match the max mara’s iconic

piece in their daily outfits. The idea behind this challenge is to leverage the way consumers and

generation Z dress today, which is known as “smart dressing” or “smart fashion” whereby

consumers mix and match luxurious items with their other fast fashion or ready to wear brands.

The challenge that our chosen influencers will participate in will be called the

#One_Piece_Mara_Challenge in which consumers will also be encouraged to participate in the

challenge by their favorite influencers. Consumers will be asked to upload a picture on their feed

or stories with the hashtag #One_Piece_Mara_Challenge and #EmpowerHer and talk about what

being a woman means to them. Each assigned influencer will be choosing the best consumer

dressed post, and the winner will be invited for a Max Mara fitting by one of their renowned

stylists along with an invitation to either a Max Mara exclusive event or a fashion show. This

tactic will help us achieve our consumer brand engagement objective as we will be able gain user

generated content and interactions across the platforms. The tactic will also achieve brand

awareness as influencers will aid us to be the bridge to our gen Z consumer base. In addition, we

will be able to strengthen and increase brand associations, as our newly targeted audience will

associate our brand with a trendy and smart fashion style.

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 Generation Z are known to be tech-savvy and use social media to make informed

decisions about a brand. Particularly, when it comes to luxury brands, this generation looks for

items that make them look unique rather than wearing luxury as a badge (McKinsey, 2021).

When it comes to targeting Generation Z, we need to develop a message that is relatable and

likeable rather than pursuing an aggressive marketing technique. As such, influencer marketing

will help us to generate a positive brand attitude among our target audience. Our Influencer

Tactic which integrates with our PR package box intends on developing positive attitudes with

consumers through strategically chosen influencers (refer to table 1 below)

Table 1: Influencer

Influencer Name Description

Dima Al Sheikhly Dima Al Sheikhly is an Iraqi expat social media

(@dimasheikhly) influencer in the UAE, with over 713K+ followers on
Instagram. She started her social platform to share her
extensive knowledge of fashion based on her
learnings from university and her passion for telling a
story.

Ameni Essebi (@ameniesseibi)
Ameni Essebi is a 24 year old Middle East's first
curvy model who champions body positivity to her
148K+ followers. By sharing her journey of self
acceptance, she would be a great fit for our campaign.
As she is a gen z, her followers would be within our
target audience.

Saufeeya B.Goodson (@saufeeya) Saufeeya, an American native raised in Dubai, is a

fashion and beauty blogger with over 422K+
followers. She is also a co-founder of an influential
Instagram account called Hijab Fashion. Saufeeya
also champions modest fashion and as such, she
would be ideal to talk about her journey.

Mariam George Mariam George is a former Indian model and a

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 (@themariamgeorge) lifestyle influencer in the UAE. She openly shares
about her modelling struggles with her 80K+
followers. She is currently on a mission to
revolutionize the modelling industry by challenging
the industrial standards through her own agency.
Additionally, she posts comedy and dance videos as
well. Collaborating with her would allow Max Mara
to reach a diverse audience in terms of ethnicity and
connect with our target audience.

Sarah Milad (@sarahhmilad)
Sarah Milad has over 7.4 million followers on Tik
Tok and 572k+ followers on Instagram. She is well -
known for her satirical lip dub videos and openly
discusses body positivity, empowering women
through their journeys. Our target audience would be
able to relate to her as she is closer to them in terms
of age and has a strong presence in both the social
media platforms.

Pop-up Event:
The pop-event for MaxMara, “Empower her '' (see appendix 5) will be clearly stated to

showcase the association between some of MaxMara’s Spring collection, as well as women

empowerment. The event will prove to be beneficial for the campaign, as it would directly grab

people’s attention and build excitement among our target customers (Gen Z). The pop-event will

also be customized in a way to raise awareness about both the brand and a social cause which is

what attracts Gen Z the most these days, as they have the urge to know every little thing that

happens around them. We believe that hosting a pop-up event in malls in the UAE will prove to

be very useful in promoting our campaign and brand’s image, as the event will take place during

a narrow timeframe which encourages young customers to attend the event or else feel the Fear

of Missing Out or FOMO. We will also be sending out invites for the event to the strategically

chosen influencers in the MENA region. Initially, we plan on hosting the event in two of the

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most popular and renowned malls in the UAE, first, the Fashion Avenue of The Dubai Mall and

second, The Yas Mall in Abu Dhabi. The pop-up event will be an important aspect of the

MaxMara pop-up store, which we plan on introducing during the month of March, as

International Women’s Day falls on the 8th of March, and this clearly emphasizes on the idea of

our campaign to showcase the Spring 2022 collection. The event will take place for an entire

week in both the malls and the pop-up store will open in 5 different GCC countries like Bahrain

(Manama), Oman, Qatar (Mall of Qatar), Kuwait (''The Avenues” Mall) and Saudi Arabia as

well during the same month. In terms of ambience and layout, the pop-up event would be

designed by taking a little bit of help from MaxMara’s original theme, as well as a touch of

women empowerment for the younger generation. The pop-event would have two “Virtual Try-

On'' kiosks (see appendix 6 for visual representation), which would function through an

augmented reality system and would be called “Mara’s Mirror”. Step 1 would consist of

customers standing in front of these kiosks and taking a full-sized picture of themselves. The AR

system would save that picture and move onto the next step, which would allow the customers to

choose their favorite color, size and fit (tight or loose) from the list of options feeded on the

system. These options would be saved to the system by keeping the Summer/Spring 2022

collection in mind. The third step would show them a list of outfits and apparel from MaxMara’s

collection, and they can virtually try it on during the event. Once the customers choose the look

that they love seeing themselves in, they can click on the “Show Me” option on the kiosks which

will show their final look as well as generate a barcode for them to scan using their phone. On

scanning the barcode (see appendix 7), these customers will be directed to the Instagram account

on their phones, where their final look/picture will be accessible to them on their phone for them

to post it as their Instagram story. This idea was generated for the event by keeping in mind Gen

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Z’s fondness, preference, and addiction when it comes to social media. Finally, the pop-up stores

will also contain separate barcodes which would directly connect them to our official website’s

spring collection if they decided to move forward with its purchase. Both the store and the event

will prove to be beneficial in terms of creating both brand and social awareness and recognition

among our target market.

Social Media
In order to elevate the consumer brand engagement objective, we aim to utilize a variety

of social media platforms, widely recognized and favored by the younger generation today.

These social media platforms include Instagram, YouTube, Facebook, and TikTok, and we have

chosen them primarily due to their popularity within modern day consumers. The younger

generation has become digitally involved especially on social media platforms. The Italian brand

Fendi, one of Max Mara’s competitors, has taken the opportunity to utilize TikTok to engage

with its target audience. Hence, it appears to be an essential platform to engage with. To begin

with, one of our main strategies is to allow for the creation of user-generated content through the

use of the platform Instagram. While influencers will receive a PR package that falls in line with

the #One_Mara_Piece_Challenge, encouraging consumers to actively post on their Instagram

stories, these posts pose as a helping hand to our consumer brand engagement objective. The

user generated content from consumer’s stories initiates the beginning stages of the relationship

between Max Mara and the younger generation. Influencers will also use the Instagram and

TikTok platforms to promote Max Mara’s upcoming pop up event on their feeds and stories,

creating an excitement among their followers.

In addition, Max Mara’s pop-up event will feature a virtual try-on kiosk which will

further increase user-generated content. As consumers virtually try on Max Mara’s collection,

they are given the opportunity to post their final look on their Instagram feed or story, in

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accordance with their preferences. This social media strategy will increase Max Mara’s reach to

the younger generation and allow for the creation of a relationship between the brand and its

consumers. The social media strategies aforementioned, also allow Max Mara to initiate an

organic social media strategy, by sharing the engagements of their consumers on their Instagram

feed and stories, as well as utilize the modern features such as reels and IGTV’s that are widely

popular today. In addition to organic advertising, We also aim to leverage paid advertising on

social media platforms like YouTube, where we will be setting up skip ads on YouTube to

showcase our campaign. Since we plan to initially launch our campaign in the form of a

YouTube video, we can raise awareness by allowing our campaign to appear shortly before

consumers watch other videos. Furthermore, to increase engagement on the platform Facebook,

we aim to have sponsored advertisements that appear on a consumer's feed.

Detailed Timeline

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 In terms of the timeline of the campaign, we would first begin with the advertising of

MaxMara’s as our initial target is to increase brand awareness and association among the

younger generation or Gen Z. We have opted for a youtube advertisement to raise awareness

about the brand as well as our ‘EmpowerHer’ campaign. We plan on displaying the

advertisement on our official ‘MaxMara’ YouTube channel throughout the 6-months of our

campaign to keep our customers constantly engaged. At the same time, we will also be sending

out PR Packages to Influencers from our side, where these packages would include exclusive

pieces from our collection and would be asked to perform challenges related to our brand and

campaign to attract the Gen Z, as in this day and age, young women tend to believe influencers

more than the brand itself. The packages will be sent during the first three months of our

campaign, i.e. March, April and May, to increase brand associations and awareness.

Simultaneously, social media posts will be made too to create customer brand engagement and

will take place throughout the six months of the campaign. Finally, the pop stores will be

launched in six different GCC countries during the month of March, as 8th March is celebrated

as International Women’s Day and this will fit right into our campaign and will help us achieve

objectives like brand awareness and customer brand engagement among our target market.

Table 2: Launch Calendar Timeline

Strategies March April May June July August

Advertising ● ● ● ● ● ●

PR & Influencer ● ● ●
package

Social Media ● ● ● ● ● ●
Posts

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Pop-up Store ●
(Dubai)

Pop-up Event ●
(Dubai)

Pop-up Store ●
(Bahrain)

Pop-up Store ●
(Oman)

Pop-up Store ●
(Qatar)

Pop-up Store ●
(Kuwait)

Pop-up Store ●
(Saudi Arabia)

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 Appendix

Appendix 1: Burberry Pop up

Appendix 2: Prada’s enchanted pop up

Appendix 3: Fendi’s collaboration with SKIMS

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Appendix 4: Max Mara’s Influencer packages

Appendix 5: Max Mara’s Pop up event

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Appendix 6: Max Mara’s Virtual Try On

Appendix 7: QR code to be used at pop-events to direct customers to the official website

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Appendix 8: QR code to be used in the kiosk at the pop-event to direct customers to their

instagram page

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