Leon Paul Pop-Up Experience

Created By: Brooklyn MillerVisual Merchandising: Display

Table of Contents● History of the brand● Values of the Brand● Mood Board● Introduction to Collaboration and Pop-Up● Marketing Strategy● Competitive Analysis● SWOT Analysis

100 Years of Leon Paul● Established 1921 in London by Leon Paul, a

master of fencing● Provided the equipment for the 1996 Olympics

○ Afterward opening up shops in the US, France and Germany

● Provided the equipment for the 2012 Olympics○ Including unique LED lighting system○ Opened shops in Australia, Canada, Poland, Hungary

and China

● To this day the only fencing company run by Olympic Fencers

● Sponsors over 200 athletes around the world

Values of the Company● Leon Paul is dedicated to making quality

fencing equipment and apparel for fencers by fencers

● The company focuses on building a brand that is sustainable

○ Repairing and maintaining fencing equipment○ Uses eco-friendly chemicals and locally sourced

materials○ Has become a no paper office

● Aims to educate as many people as possible about the sport of fencing and its’ history

The Century Quin Collab ● To celebrate 100 years in

business, Leon Paul will collab with local artist and collegiate fencer, Quinlyn Morgan

● This collab will include merchandise made with images of Quin's artwork

● These products, such as t-shirts and long sleeve shirts, will be available in the brand’s pop-up store, as well as for a limited time online

CQC

Work by: Quin Morgan

Leon Paul CQC Pop-Up Experience

● The Leon Paul CQC Pop-Up will be located in Central Park, New York in the spring of 2021

● Made to celebrate the 100th anniversary of the company● It will be a small building made completely

of glass, with two floors○ The first floor will be set up with merchandise for

sale○ The second floor will be a walk through art gallery

featuring art from local artist/fencer, Quinlyn Morgan

● The goal of the glass building is to attract the public, even those who are not familiar with the sport of fencing or the brand

CQC Pop-Up Launch Party

● For the first night of the pop-up, Leon Paul will host a champagne reception

● Invitations will be extended to: ○ Press outlets and journalists○ Professional/Olympic fencers sponsored by Leon Paul○ Designers and well known artists

● During the reception there will be live fencing bouts occuring on the second floor

● In between fencing bouts, guests can walk through the art gallery● A small group of four or five musicians will be playing instrumental

classical music during the event

Marketing Strategy

● Following the launch party, the pop-up will be open to the public for two weeks

● People will be able to become more familiar with the brand, have the ability to buy Leon Paul apparel to spread awareness of the company, and walk through the upstairs art gallery

● After the two weeks, Leon Paul will launch the CQC Apparel Collection on their website with limited stock○ Because it is a global company and has a strong online presence,

this will be key for marketing and selling product

Target Market● This pop-up will be used to appeal to loyal customers and fencing

enthusiasts, as well as to introduce the general public to the sport and the company

● Customers who will purchase equipment and higher priced items:○ Fans or participants of the sport○ Loyal customers of Leon Paul○ Large amount of disposable income

● Customers who will purchase apparel and lower priced items:○ People interested in the sport and the brand, although maybe not as familiar with it○ Slightly less disposable income

Competitive Analysis

Lower Quality Higher Quality

More Expensive

Less Expensive

SWOT Analysis● Strengths:

○ All glass walls will draw people in and grab their attention○ Combining art with fencing apparel will reach a larger audience

● Weaknesses:○ The brand is not highly recognized by those not participating in fencing

● Opportunities:○ This pop-up is a great way to increase awareness of the brand and create buzz around it○ The physical pop-up will lead to more traffic on their online website

● Threats:○ Other fencing brands create apparel items such as Absolute Fencing○ People may choose to spend their money on more popular athletic wear companies such as

Nike and Underarmour

Referenceshttps://www.leonpaul.com/

https://roomstyler.com/

https://www.absolutefencinggear.com/shopping/

http://www.blue-gauntlet.com/