The ad theme is based on what the store is selling and therefore going with the different positions of women exercise since Puma is in the sports area. However, personally I think that this ad is not very appealing as it uses indistinct colours such as black and dark red which makes the entire advertisement less captivating and in turn will not be able to draw a crowd to it.Īnother advertisement placed in the stores of Puma which personally I think is not the typical everyday design. This next advertisement is also from the same retail store, Puma. Instead, Puma chooses to have balloons to have their message and icons imprinted on them, giving it a leap to get attention from anywhere. However with conviction and perseverance, he believes that it’s not impossible to find a niche market.Orchard Road Field Trip – 313 advertisement located outside the shop of Puma in I think this ad is rather innovative as it breaks out from the customary designs of advertisements just plainly having words or small images in an attempt to convey their message. ![]() Consumers were no longer just interested in getting the latest gadgets, they wanted to personalise them as well.Ĭonvinced that this is where the market is headed, Jimmy unveiled EpiLife, a concept store located at the basement of specialising in fashion-skewed accessories for Apple products.ĭespite having a sound business model, Jimmy shared that budding entrepreneurs must be prepared to make be changes and tweaks along the way. As the company was now accountable to shareholders and stakeholders, Jimmy had to ensure that the outlets were not run like traditional ‘mom and pop’ stores but were professionally managed and that all objectives and goals set for the company were met.Īs a businessman that’s always on the lookout for new opportunities, Jimmy noticed the emergence of a new trend in recent times. The continued success of EpiCentre led to its public listing and expansion of up to 20 stores throughout Asia. It was also vital for him to constantly try out new ideas to convince not just customers, but also stakeholders, suppliers and employees that his vision of digital enjoyment for everyone was achievable. ![]() The best way to do so he thought was to give customers the best value, best service and serve as a one-stop shop for all their digital lifestyle needs. Right from the start, Jimmy knew that for EpiCentre to succeed in the long run, it needed to find its niche and secure a foothold. Although it was a location not commonly associated with being at the heart of Orchard Road shopping, Wheelock Place was not your run-off-the-mill shopping mall – making it a perfect match for the store’s brand identity and its products. This led to the opening of the first AppleCentre in Singapore in May 2002 at Wheelock Place. Furthermore, being an Apple lover and seeing how its products only reached a select group while the masses still remained PC users, Jimmy wanted to take Apple products out from the usual geek haunts and put them into the shopping malls of Orchard Road. It started with a dream to provide consumers with a retail experience that showcased the benefits of digital living rather than purely pushing IT products. ![]() We speak to the CEO of EpiCentre, Jimmy Fong, to find out how it all began. Yet, only a decade ago, you’ll be hard pressed to find a Mac user let alone find a store that’s dedicated to Apple products and accessories. If you were thinking of buying a Mac computer or any Apple product for that matter, chances are you’ll pay your nearest EpiCentre store a visit first. Jimmy Fong, the Founder of EpiCentre, shares with us his dream that led to the opening of the first Apple retail store in Orchard Road.
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