An assessment of brand activation events on market penetration: A case study of a fashion pop-up in Kano, Nigeria
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- NGN 5000
Background of the Study:
Brand activation events have become instrumental in enabling businesses to penetrate competitive markets by creating immersive experiences that resonate with consumers. In Kano, fashion pop-ups have emerged as dynamic platforms where brands engage directly with target audiences, introducing new collections and building strong brand identities (Suleiman, 2023). These events typically incorporate interactive displays, live demonstrations, and personalized styling sessions to captivate potential customers and differentiate brands from competitors. Fashion pop-ups provide a unique opportunity for consumers to experience the brand firsthand, which can lead to increased market penetration by enhancing product visibility and customer engagement. The ephemeral and intimate nature of these events fosters an environment of exclusivity and urgency, encouraging immediate purchase decisions. Furthermore, the integration of digital marketing strategies, such as social media live streams and influencer partnerships, amplifies the reach of brand activation events beyond the physical venue. This study investigates how brand activation events at fashion pop-ups contribute to market penetration by analyzing consumer engagement, sales metrics, and overall brand awareness in Kano (Aminu, 2024).
Statement of the Problem
Despite the growing popularity of brand activation events in the fashion industry, there is limited empirical evidence regarding their effectiveness in driving market penetration, particularly in Kano. Brands often invest in pop-up events without clear metrics to gauge their impact on expanding market reach. This lack of measurable data poses challenges in determining the return on investment for such events. Consequently, there is a need to systematically evaluate how brand activation events influence market penetration by assessing both consumer engagement and sales performance, thereby providing actionable insights for fashion marketers (Abubakar, 2024).
Objectives of the Study
To assess the impact of brand activation events on market penetration in a fashion pop-up context.
To identify key activation elements that drive consumer engagement and sales.
To evaluate the overall effectiveness of fashion pop-ups in enhancing brand visibility and market reach.
Research Questions
How do brand activation events at fashion pop-ups affect market penetration in Kano?
What activation elements are most effective in driving consumer engagement?
How do these events influence overall brand visibility and sales performance?
Significance of the Study
This study provides valuable insights into the strategic role of brand activation events in expanding market penetration. The findings will aid fashion marketers in refining their event strategies to achieve higher consumer engagement and increased sales, thereby strengthening their competitive position in the market (Lawal, 2023).
Scope and Limitations of the Study
This study is limited to evaluating brand activation events at a fashion pop-up in Kano, Nigeria. It does not extend to other event types or geographic areas.
Definitions of Terms
Brand Activation Events: Interactive marketing events designed to engage consumers and promote brand experiences.
Market Penetration: The process of increasing a brand's presence and market share within a target market.
Fashion Pop-Up: A temporary retail event where fashion brands showcase and sell their products in a unique, immersive setting.
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