Samantha Alberts, Kane Kaeri, Elizabeth Hastings, Samantha Piezzo

In this presentation, the authors will describe a promotional event they planned for PUMA. This promotional event was designed for Extra Butter, which is a New York City-based retailer that sells PUMA products, among others. The event was designed to promote the spring 2022 PUMA line with Liberty of London, which is a London-based fashion brand that collaborates with PUMA often. The event will feature a rooftop botanical-themed location along with botanical cocktails, finger foods, a fashion show, an early chance to buy the products before they are released, and celebrity appearances. The authors will take the viewers step by step through a highly detailed plan of the promotional event. The presentation will show every detail from our target market, line plan, main ideas, timeline, and action plan to our budget, sponsorship letters, programs, social media content, and much more. The purpose of this event is to promote PUMA’s collaboration with Liberty of London and Extra Butter while making money for both brands, and the retailer. Having a highly anticipated and star-studded event will bring an elite and exclusive feel to the collection. The goal was to create an event that would not only interest the target customer but also bring awareness and profit to all brands involved. This project was completed in FASH 300: Fashion Promotion, with the help of Scott Saltzman, PUMA Selects' brand manager and SUNY Oneonta alumni. Scott provided the upcoming Spring line plan, which was not available in stores yet, and he frequently consulted with each group in the class. The PUMA promotional event uses real retailers, locations, vendors, products, and prices, which made this experiential learning project true-to-life.