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ALYX studio communication strategy project Alba Susagna Pallé BA Fashion Marketing Communication & Communication, Level 6, 2017-2018 6FAMK005C Communication Techinques and Strategy 3 CW1 Jaime Romeu, Mauricio O’ Brien


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INDEX

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INTRODUCTION RESEARCH

10-15

OBJECTIVES

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COMMUNICATION STRATEGY

18-23

MEDIA PLAN

24-37

PR PLAN

38-45

EVENTS

46-93

CROSS EXPERIENTIAL MARKETING

94-101

CONSUMER ENGAGEMENT PLATFORMS

102-113

SPONSORING & PRODUCT PLACEMENT

114-129

TEAM

130-135

YEAR CHRONOGRAM

136-141

BUDGET

142-159

APPENDIX

150-155

REFERENCES

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Global Fashion & Luxury trends analysis

The phases The Strategy

Key messages Target Media Media Plan activities Digital plan The Strategy Brand ambassadors Testimonials The Strategy Fabulous event Fashion show Flagship store events Charity event ALYX x SUPER Sunglasses The Event Who are we aiming to?

The App Made to measure The virtual Reality pop up game Outsourcing

Initial Brief

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IN T R OD U C T I O N The brand since their debut in 2015, has

crease the engagement and brand loyalty

accomplished positioning in the luxury

and persuade the audience into thinking

market with their ready-to-wear and ac-

than ALYX is luxury and not just one more

cessories harness inspirations from Mat-

of the brands following subcultures trends,

thew M. Williams California youth and

the difference is that ALYX is rooted in that

global urban subcultures to create genera-

universe in a raw and authentic way.

tional classics.

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The following project details the trends, tools, actions required to increase the brand awareness in the market, reinforce the brand message through the communication actions and convert ALYX into one of the leading brands in the luxury, streetwear market. The anti-fashion brand's movement has achieved to build a powerful culture that the customers not even care about the product,their desire is wanting to belong to that world. The main goal of this project is to create a compelling world to in-

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Alyx is a brand, it’s one continuous idea,

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and the collection names are like song titles. Things that I’m thinking about at the time.

Matthew M. Williams

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L The Research global and luxury trends analysis goal is to inform the brand about which trends brands and the market are using for their brand strategies and how ALYX could apply those in their business to reach the customer and media.

R esear c h Gl ob al fashio n & lux u ry t r en d s a nalysis

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Objectives • Inform the brand about which trends their competitors are using. • Apply those strategies to create the new positioning strategy. • Use those trends to connect emotionally with the clients and media.

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D e m o c r at i c Lux ury

Ou r worl d According to the Deloitte 2017 report, Luxury consumers are more than willing to pay attention to brands with new stories to tell that are aligned with their personal values and the values of their social circle. This is why brands like Palace have gained traction with this generation. These challenger brands talk to the millennials in ways that are more meaningful and valuable to them. ALYX is deeply rooted in subcultures, the brand could tell that story in other channels to engage more and built a community.

Millennials according to Forbes 2017, want luxury that is democratic, not elitist and reserved only for the 1%, like Shinola they crave luxury that is authentic and made for them, not some celebrity. ALYX products don’t represent the classic luxury it’s the opposite and the brand pieces are wearable and minimal with a story.

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Melancho lia Rav e Dreams

M a d e -t o m e a s ur e

If one word could capture the cultural spirit of nowadays it would be melancholia. It seems that the creative world has drifted to the utopia of rave culture (baggy clothes, kaleidoscopic colors, military silhouettes) people come together and forget about the world’s problems for a night and dance to the beats. Gosha Rubchinskiy held in Russia his 1st rave venue, the show was a poem to the first ravers of Russia.

Consumers are driven by exclusivity services. Calvin Klein this year started offering its made-to-measure fashion services to the public as a part of its 'Calvin Klein By Appointment' collection. Before the custom-fitted pieces were only available to celebrities, however, fans of the brand are now able to get the same treatment for a limited time. It could be interesting to reproduce a similar service for the brand with a different approach. Made-to-measure leather jackets, as ALYX has linked with Italian label motorcycle Spidi. The brand specializes in high-performance moto-gear.

ALYX products reflect this rebellious attitude this is why activities need to be done to engage more with the consumers and make them interact to build a community.

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NEW OLD DI G ITAL WAVE

DREAMS fr o m t h e fut ur e

In an era that is increasingly tech-driven, people will simultaneously embrace the digital wave while developing a nostalgia for analog technology and design. Inspired by Post-Internet art, powerful graphics, high-octane color, and creative customisation will turn the anarchic spirit of 1980s New Wave music into digital wave design. Raf Simons SS18 show was inspired by the style of the movie Blade Runner 2019 and New Order. ALYX could follow this aesthetic as the brand is considered very innovative but also Matthew is inspired the past.

As commercial space travel becomes a less distant prospect, future-forward brands, designers, and architects are starting to create products for life beyond Earth. Brands are starting to affiliate themselves with space travel via galactic experiences to flight uniforms, while designers are sketching out visions of how we might live on our next planet, including the shelters and furniture we could be using. Karl Lagerfeld outfitted the Grand Palais with a rocket for his Fall 2017 Chanel show. This could be a path to explore as ALYX boots appeared in the new Blade Runner and the brand could create an image associated with the dystopian future.

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I NCL US IVE FAS HIO N The runways are becoming more diverse than usual. Plus-size model Ashley Graham walked the Fashion Show of Michael Kors. Eckhaus Latta show featured a diverse cast of models and nonmodels alike, from a pregnant Maia Ruth Lee.

T h e T h o ug h t ful Luxur i a n t Brands in the luxury space are enticing luxurious with a mass debate. Armani has curated tweet talks, whilst Chivas hosted a debate on luxury at the V&A to interrogate luxury from aesthetic, conceptual and cultural perspectives. Armani and Chivas became more than just brands, they transformed into thought-leaders. This is an opportunity to make the Designer connect directly with the audience as he can explain the ideas, inspirations behind the collections

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O bj e c t i ves

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• Creation of a world with a clear DNA. • Immerse the target market into the world of Matthew M. Williams. • Create the desire to belong to ALYX world. • Target market immersed in the world and values of the brand. • Establish an emotional and meaningful relationship with media, buyers, and clients. • Strengthen and establish ALYX brand’s positioning, message, and presence offline and online. • Increment of the media presence with mentions and product placements in industry press • Interviews, editorials and features in social media networks of relevant digital influencers. • Production of experiences that are immersive and emotional • ROI from consumer’s engagement. • A wider loyal customer base in key markets. • Raise more awareness of the brand in the USA, especially in NYC. • An increment of the word of mouth of opinion leaders, early adopters, and fashion insiders. • Higher revenues coming from sales, both online and in-store stockists.

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C o m m u n i c at i o n S t rat e gy

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The communication strategy explain the positioning strategy the brand will apply to reach the target and the media in a meaningful way, the different phases in the communication plan and how the brand will create the new identity.

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Objectives • The main objective of the communication strategy is to explain clearly the positioning strategy. • Represent the world of ALYX studio to the target market. • Organize the different phases within the communication plan.

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2018

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Media relations & media plan • Target media • Social media PR plan • Brand ambassadors plan • Testimonials plan Events • • • • •

Fabulous event Charity event Fashion Show Pre-opening of the flagship store Opening of the flagship store

Cross experiential marketing

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• Super Sunglasses Consumer engagement platforms • The App Game • Made-to-measure motorcycle jackets • Skate park pop up Sponsoring & product placement • •

Commercial/ Main- Blade Runner 2049 Institutional- New Museum of Contemporany Art NYC • Technical IMMERSIVE Design-3D immersive reality Elyx by Absolut vodka •

Product Placement-Tron motorcycle

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C om mu nic at io n Strat egy One of the problems the brand is facing is that the customers and media don’t have a clear identity of ALYX Studio.

that the collection is rooted in a clear world that the customers can embrace offline and online and they want to feel part to it, because pretty much everyone loves movies/Tv shows and movies have a strong impact in people’s lives, sometimes they even want to act/dress like the main character.

The brand communication and garments are rooted in lots of different things: Skate, youth, post-soviet aesthetic, futurism, Rave, technoculture… Therefore the goal was to narrow it down and create a strong identity, different from their competitors; as for example in the case of Misbhv, the audience remembers the brand because of the strong, rave culture in the products and communication.

Key Market-USA

ALYX new identity will be cyberpunk as the brand has that pessimistic, rebellious attitude and also the garments and previous communication they did with Nick Knight has a dark imagery and a futuristic style, not only that but some products are inspired by Technology, the iconic buckle belt is the buckle of a rollercoaster, the motorcycle jackets...

The brand is less known than in Europe and it is not as well positioned.Our strategy is to increase the brand awareness and clients and strengthen the brand’s positioning in the States, while still maintaining their limited number of stockists that make the brand exclusivity

The new collection, communication and events won't only be cyberpunk themed but the aesthetic will revolve around Blade Runner 2049 and the new Blade runner anime movie created, Blade runner 2060. The brand The brand boots appeared in the movie and Blade Runner is the movie that created the cyberpunk genre and also now it is one of the most known and talked movies of the year. This is a great opportunity as previously seen the collections designers do inspired by movies are the most talked about; Raf Simons ode to Twin Peaks was a huge success in the media and all the pieces were sold out and that is due

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mEdia plan

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The Media plan presents the selected print and online publications to reach the target group of the brand through editorials, special stories, publicity, advertising and online coverage.

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Objectives • The main objective of the PR plan is to create emotional dialogs with the media and the consumers that read those online and print magazines • Show the world of ALYX studio to the target market. • Expand brand awareness in the targeted media in pursuance to reach new customers. • Strengthen ALYX brand’s message and establish a clear identity.

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A KKey messages y messages • ALYX studio provides cool clothing with a strong identity and story in each product and extremely detailed attention to details and quality. • ALYX studio products are designed for people that want to be distinguished from the rest and not belong to the mainstream. • ALYX studio is a youthful, raw brand that pushes boundaries with their content throughout the different platforms and wants to engage with their target and create a community. • ALYX studio belongs to the new luxury and proves that timeless classics doesn’t mean boring items.

26 Target media • Alternative fashion publications. • International fashion, artsy magazines • International Alternative Fashion magazines. • Edgy opinion leaders. • Alternative digital influencers, instagrammers.

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Editorial Fashion Editorial ‘’Future Nostalgia’, inspired by ALYX x Blade Runner new film using ALYX studio products. Main Story Going Behind the scenes of the Shooting of the Editorial. Special Story Nostalgia vs Future from ALYX perspective. Advertising Of the brand new collection. Publicity Press release oppening of the store (i-D online).

27 Editorial Fashion Editorial ‘’High Frequencies’’ Inspired by Techno and Anime featuring the brand’s products. Publicity Press Release of the new Anime Blade Runner movie. Advertising Of the brand new collection. Special Story Interview to Matthew M. Williams. Main Story Presentation of the new Anime Blade Runner Film.

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Special Story The old new wave, explanation and editorial of the new ALYX studio world. Main Story- The Fashion Film Special Fashion Film of the collection ,directed by Nick Knight. Editorial Merging the Old wave with the new wave. Advertising Of the brand’s collection Publicity Press Release about the Charity event.

29 Main Story ALYX Fabulous event. Editorial ALYX colaboration with SUPER sunglasses. Advertising Of the brand’s new collection. Special story The Fashion Show Backstage Photographs seen from the perspective of Julie Cassidy. Publicity Press Release of ALYX and SUPER collaboration.

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on l i n e Media

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Special Story This week’s favorites. Editorial Where is the line between Reality and fiction intepretated by ALYX. Main Story The new Luxury brands you need to know. Publicity Press Release of the Fashion Show.

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Special Story On the new luxury featuring ALYX STUDIO Main Story On the importance of being an independent brand and how that makes people connect more to the brand by Tim Blanks Editorial Old dreams, new horrors by ALYX Publicity Press Release about the App created.

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VI P MEDIA

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Terry Jones Editor-in-chief i-D

AnnaWintour Editor-in-chief Vogue (USA)

Isabella Burley Editor-in-chief Dazed

33 Susannah Frankel Editor-in-chief AnOther Magazine

Tim Blanks Editor-at-large Business of Fashion

Pete Williams Editor-in-chief Highsnobiety

Imran Amed Editor-in-chief Business of Fashion

Suzy Menkes International Editor of Vogue

Cathy horyn Editor The New York Times Business of Fashion

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med ia P lan Act iv it ies

Certain Activities will be done to engage with the media and clients. •

Press Releases: With all the information about the collection, after and before all the events will be send in order to ensure that the media understands the idea.

Press Kits: A Box, with a gift, the catalog of the collection and QR codes that will take them to the ALYX website to an exclusive section where they can find detailed content about the inspiration of the collection.

Clippings: Will be done to see all the features from the press.

Morning Meetings with the press: Will be organized with the media on the day of certain events

Lunch meetings with VIP media: will be done with the ww Global account director,ww advertising managers and the ww global PR manager of the brand

Evening Events for exlusive cients and opinion leaders without the press will be done.

The Follow up: after all the events, the brand will write press releases and they will send it to all the journalists that didn’t attend the event and a thank you letter to all the people that came

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Soci al med ia obj e c t iv es

• Only focus on Instagram as it is the main social network that the target market uses.

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• Increase the number of publications. • Represent the new world of ALYX studio in their social media. • Create Interactive Content in their Instagram Stories. • Built a desire to belong to the world and purchase the products. • Score a higher number of Followers. • Represent a distinguished, clear identity in the content. • Increase engagement with the followers. • Achieve a High number of Sales.

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PR PLan

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The PR plan presents the brand ambassadors, opinión leaders and influencers chosen of the industry.

39 Objectives • Create Desire to belong to the ALYX world and community. • Create a strong, clear identity by choosing brand ambassadors that represent the values of the brand. • Win/widen the target of opinion leaders and convert them into ALYX consumers. • Boost the word of mouth of industry insiders.

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T he PR st r at egy ALYX studio will mainly apply a Brand ambassadors strategy. We want to position the brand as exclusive and luxury and differentiate it from other hyped, competitors that are focusing on using digital influencers. Therefore the brand won’t use any influencer strategy and will focus on choosing 3 main celebrities as brand ambassadors. The 3 celebrities will be famous as it is important for the brand to get a lot of visibility.

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The chosen are actors from Blade Runner 2049 as the new identity for ALYX will be cyberpunk and also all the events, communication of the brand will be Blade Runner themed.

Brand Ambassadors

Ryan Gosling, Ana de Armas and Mackenzie Davis are prestigious actors in the industry, as seen from their style in events, they fit with the contemporary style of the brand and represent the ALYX values.

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ryan go sl i n g

MAc k e nz i e Dav is 42

A n a De a rma s

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What we offer • Economical months

compensation

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• Unlimited ALYX products allowance • Media exposure and promotion • The first ones to receive the exclusive pieces

Br and Am b assad or s

• Made-to-measure certain items exclusively for them • Personal assistant available for them • luxury transport, accommodation and catering on all events hosted and sponsored by ALYX and for their +1 or close friends.

43 What we ask for • Attendance on all brand events • Attending sponsored events in ALYX clothing • Naming the brand on interviews and certain events • Using ALYX products on Fashion Shows, events and daily life • Sharing the brand message in social networks • Mentioning and Tagging the brand on her social media posts • Exclusive contract with ALYX studio, work exclusively for the brand

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testimonials 45 ALYX studio will take inspiration from the Louis Vuitton advertising series 4 collection for SS16, as the images of the campaign were Final Fantasy video game models. The brand in collaboration with Shin'ichirĹ? Watanabe will create a new Fashion Anime film inspired by his Blade Runner 2022 short film and the characters in it will wear ALYX products. Therefore the images of the new campaign will be the anime girls starring in the film.

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E ve n t s

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The Fabulous

The Charity

THE FASHION

pre-opening

event

event

SHOW

of the store

opening of the store The events section presents the events that will be organized for the years 2018 and 2021 in order to raise awareness of the brand and engage with the Target Media, and with clients and industry insiders.

Objectives of the events

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• Create psychedelic experiences that immerse the consumer and the media into the ALYX studio, cyberpunk world. • Intensify and establish ALYX studio positioning, new message, and presence. • Engage emotionally with the target media and boost media presence with mentions and features in Fashion industry press, alternative press and social media networks of relevant influencers and opinion leaders of the industry. • Raise money and awareness for the charity chosen. • Engage emotionally with all the guests. • Achieve a high number of sales

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pre-opening

event

follow-up

Press day

t h e e ve n ts s t rat e gy The idea for all the events is to create a cinematic ,augmented reality, sci-fi experience for the customers and the media that revolves around the cyberpunk world, more specifically, the new anime Blade Runner, 2060 film, created by ALYX.

T he G lo b a l C R EAT IV e C o nc ept

The goal is to create experiences that are immersive and that play with the 4 senses. The experiences are intended to have a strong impact in the media and customers, so powerful that it would stay in their minds and they keep imagining, developing ideas, like when people watch a movie, the idea is in their consciousness and they

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pre-op ening Press releases will be released so that media that did not attend can be informed about what happened and the environment. But also photos videos of the event.

t he fab ulo u s ev ent

The Event

Follow u p Press releases will be released therefore that media that were not available to attend can be informed about what happened. But also photos and videos of the event.

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t he fa bu l o u s e ve n t Press day

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Morning meetings

VIP LUNCH

with general media

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Main event


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Morning meetings with general media

Morning Meetings with the press: Will be organized with the media on the day of certain events

VIP LUNCH

Susannah Frankel Editor-in-chief AnOther Magazine

Pete Williams Editor-in-chief Highsnobiety

Imran Amed Editor-in-chief Business of Fashion

Lunch meetings with VIP media: will be done with the ww Global account director,ww advertising managers and the ww global PR manager of the brand

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t h e fa bu lo us e ve n t

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The brand will organize an event for the exclusive clients, top, selected media and opinion leaders. The event will take place at the Flagship store in NYC during fashion week, 8th of february.

ThE C R E ATIV e Co nc ept

The event will be the streaming of the new anime, Blade Runner short film created by Shin'ichirĹ? Watanabe, Blade runner 2060, as he was the director of Blade Runner anime blackout 2022 film and Nick Knight because he has been working with Matthew for a long time and knows the vision of the brand. In the Film Blade runner 2060 the characters will wear ALYX new collection.

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th e fab u lou s e ve nt, t he F ilm The film will be projected in an 3D immersion reality room created by IMMERSIVE Design Studios. The room will allow the viewer to enter in simulated and imagined spaces of the Blade Runner world.

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Even an Smell of smoke will be reproduced to put the audience in the context of the film.

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Act iv it ies Digital Photocall Digital room with different projections- this will be done in order to get coverage on Instagram from celebrities and the attendees.

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Welcoming Drinks All the drinks will be pink, because of the neon signs in the movie.

Speech Matthew,Shin’ichirĹ? Watanabe, and Nick Knight will thank everyone for coming and will do a speech explaining the collection and presenting the film developed.

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p re-op enin g Press releases will be released so that media that did not attend can be informed about what happened and the environment. But also photos videos of the event.

t he Fas h i o n Sho w

The Event

F ollow u p Press releases will be released therefore that media that were not available to attend can be informed about what happened. But also photos and videos of the event.


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t h e Fa s h i o n Show

Press day

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VIP LUNCH

with general media

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Main event


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Morning meetings with general media

Morning Meetings with the press: Will be organized with the media on the day of certain events

VIP LUNCH

Terry Jones Editor-in-chief i-D

AnnaWintour Editor-in-chief Vogue (USA)

Isabella Burley Editor-in-chief Dazed

Lunch meetings with VIP media: will be done with the ww Global account director,ww advertising managers and the ww global PR manager of the brand

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Inspiration: Burberry hologram Show in Beijing. Click on the image to see the show.

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the fa s h i o n show The Fashion show will follow the concept of the short anime film created. It will be a hologram, immersive reality show. On the catwalk, there will be projections of the Blade Runner city and real models walking as well as holograms of anime models that appear in the film created. The audience will experience the whole cyberpunk universe that the brand has created.

T hE CR EAT IV e Co nc ept

The fashion show creative concept is Our Chaos The models will be dressed in the brand collection clothes and the styling and makeup will be futuristic and the models will look like warriors of the future. The Fashion Show will take place on the 10th of february.

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t h e co llec t ion

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fashi o n s how el em ent s

Tea se r

C a le nda r

Teaser video of the fashion show will be released on social media and sent to the press to generate expectation offline and online as the show will be also transmitted live online.

The Fashion show will take place in the 10th of February, during NYC women’s fashion week.

time The Fashion show will start at 8pm.

inv itat ioN and tha n k you card s An invitation will be sent to opinion leaders, target media, VIP journalist and VIP clients 2 months before the show. Thank you cards will be sent on the days after.

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E ve n t ve n ue The Fashion Show will be in a modern, industrial unit storage in Brooklyn. This location has been chosen as it has a lot of space and the futuristic look will help put the audience in the context of the Fashion Show.

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set design The venue lights, decorations, the environment will be designed by Bureau Betak. In the venue, there will be artificially generated fog and neon signs as in Blade Runner 2049 are the main visual elements. The immersive screens displayed around will be set by IMMERSIVE Design Studios. The Artist Es Devlin will collaborate in the Set Design by designing kinetic sculptures meshed with light and film.

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music

Click on the image to listen to the playlist

Music is key to building the show, because the sound is one of the most powerful 4 senses. Through the music, we also tell a story. This is why for this show the soundtrack will be in charge of Hans Zimmer as he is Hollywood's most innovative musical talents. He did the soundtrack of Interstellar as well as Blade Runner 2049. He is one of the few music composers that creates a cinematic experience through his music.

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mod el cast ing

h a i rs t y l e

Will be in charge of the powerhouse casting duo Barbara Nicoli & Leila Ananna as they are known for being respectful and representing diversity.

Guido Palau will be the hairstylist, each model will have a custom look to contribute to creating different personalities for each model, like Replicants in the movie. Wet style hairstyle as in Blade Runner is always raining. Colored hair to recreate the anime look.

act ing Fearless, angry face to represent they are strong, impenetrable.

m ake - u p In charge of Peter Philips, as he is one of the most talented makeup artists in the industry. The make up will be futuristic looking, perfect skin (like human androids),a lot of highlight, the eye make up will be like the one in anime shows and the models will even wear contact lenses like replicants in Blade runner 2019.

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pre-op ening Press releases will be released so that media that did not attend can be informed about what happened and the environment. But also photos videos of the event.

Th e fl ags hip sto re ev ent s

The Events

Follow u p Press releases will be released therefore that media that were not available to attend can be informed about what happened. But also photos and videos of the event.

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T he f l ag s h i p st or e e ve n t s

Press day

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VIP LUNCH

with general media

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Main event


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Morning meetings with general media

Morning Meetings with the press: Will be organized with the media on the day of certain events

VIP LUNCH

Tim Blanks Editor-at-large Business of Fashion

Suzy Menkes International Editor of Vogue

Cathy horyn Editor The New York Times Business of Fashion

Lunch meetings with VIP media: will be done with the ww Global account director,ww advertising managers and the ww global PR manager of the brand

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f l ag ship st or e Pr e-o pening The 2nd day after the fashion show, The brand will do a pre-opening party of their first Flagship store in NYC( 194 Bowery, New York, NY 10012, EE. UU). It will first open the doors at 8 pm to present the collection to VIP media, VIP clients, opinion leaders and buyers. The designer will be there in order to conceive interviews for press features to specific media.

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The store opening will be very exclusive and only 200 people will receive the invitation.

ThE CREATIVe Concept

The creative cocept of the event will be Welcome to our ‘‘utopia’’ as an irony. In the store, there will be innovative visual, clothing stands that involve the 5 senses. There will also be an audio story about the anime film created that will be reproduced. The music will be in charge of the techno DJ Oscar Mulero The event will be done to raise awareness of the collection and start selling the collection. The Attendees will be entirely welcomed by the designer and

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f l ag s h i p s t o re opening 3 days after the pre-opening the store will be open to all the press and audience. There will be a party with a dj session by Coeter One.

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p re-op enin g Press releases will be released so that media that did not attend can be informed about what happened and the environment. But also photos videos of the event.

The c har i t y ev ent

The Event

Follow u p Press releases will be released therefore that media that were not available to attend can be informed about what happened. But also photos and videos of the event.

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t h e c h a ri t y e ve n t Press day

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Morning meetings

VIP LUNCH

with general media

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Main event


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Morning meetings with general media

Morning Meetings with the press: Will be organized with the media on the day of certain events

VIP LUNCH

Susannah Frankel Editor-in-chief AnOther Magazine

Pete Williams Editor-in-chief Highsnobiety

Imran Amed Editor-in-chief Business of Fashion

Lunch meetings with VIP media: will be done with the ww Global account director,ww advertising managers and the ww global PR manager of the brand

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th e C har it y event ALYX studio will organize a charity event in the New Museum of Contemporary Art in NYC. Since ALYX new identity is the cyberpunk world, they will organize an event that will consist of a digital exhibition about the future, to conscious people about the danger of technology and how it can end with humanity like in Blade Runner 2049 and also the consequences of our actions in the environment, as in Blade Runner 2094 there are no sun or nature elements.

91 ThE CREATIVe Concept

The Future Digital exhibition will be called A walk in the future and it will be done with the museum artists collaborators and photographers, videographers that their work depicts their vision of how the future will look. In the event, the attendees (vip clients, opinion leaders, target media and art curators) will be available to buy all the art displayed and all the money collected will go to EDF (environmental, defense fund). The organization targets most urgent environmental challenges (climate change, turn the corner on emissions, reduce exposure to pollutants..)

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location Ne w c o nt emp o ra n y muse u m nyc

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Act iv it ies Digital Photocall Digital room with different projections- this will be done in order to get coverage on Instagram from celebrities and the attendees.

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Welcoming Drinks To Welcome the attendees.

Speech Matthew M Williams and the museum director plus staff that worked on the exhibtion will thank everyone for coming and will do a speech explaining how the event will follow and the purpose of it.

X


A

94

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cr oss expe r ient ial mar ket ing

ALYX cross experiential marketing will join forces with other contemporary brands to offer the best features of both worlds

95

Objectives • Strengthen ALYX cyberpunk identity and establish values. • Create an emotional and meaningful relationship with the consumer. • Resume the development of the brand’s creative process and growth.

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A

96

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SUPER Sunglasses As the brand, ALYX doesn’t design sunglasses will create wwith Super by Retrosuperfuture, 3 exclusive sunglasses, inspired by the cyberpunk and Blade Runner, anime world. The brand chose for this cross experiential marketing strategy, as Retrosuperfuture are the leading brand producing outstanding contemporary eyewear with a detailed attention to details and a luxury approach as the sunglasses are produced in Italy. Super has already collaborated with famous fashion brands, Gosha rubchinskiy, Paco Rabanne, Marques Almeida‌.

X

97


A

Gosha Rubchinskiy X Super Sunglasses

98

Paco Rabanne X Super Sunglasses

Y


L

t he e v ent ALYX will organize an event in the store to launch the collaboration between both brands. The event will be in the store, VIP media, opinion leaders, and certain influencers, as well as exclusive clients, will be invited.

99

The event will consist of the presentation of the sunglasses with a Dj surgeless chosen because of his galactic style and there will be digital projections of the anime characters showing the collection and ways to combine them. And also Physical anime mannequins will wear the sunglasses. In the event, Elyx vodka will provide all the drinks for the attendees.

X


A

100

wh o a r e we ai ming t o Primary Target The Daring Luxury Youth Unisex 20-30, Cultured, educated with a college degree, Belonging to the upper class. Big City lovers. Involved in a creative industry, fashion industry insiders, open-minded, modern way of thinking. They love Fashion, premium, quality pieces with attitude. Techno fans

Y


L

101

Secondary Target The hype Enthusiasts Unisex 17-23. They are the highsnobiety readers, the Raf sneakers lovers and the supreme T-shirts. They only buy the most ‘’hyped’’ pieces in the industry,

X


A

102

Y


L

con su mer en gagement platf or ms

The consumer engagement actions were developed to approach directly to the customers and create a meaningful relationship with them.

made to the App game

measure

the virtual reality pop- up game

Objectives • Production of an Utopia world and blurry the lines between fiction and reality • Boost the emotional engagement with the clients. • Present and establish the cyberpunk identity of ALYX. • Creation of the brand’s world and achieve a loyal community. • Present ALYX as a luxury, contemporary brand, with a strong identity.

X

103


the brand

t h e darig l u xu ry yo u t h

A The Need to show their personality be different from the rest

The highest need

Key Drivers

Key emotional benefit

Quality, Innovation, Pushing Boundaries, Open Minded

I’m seen as a unicque, distinctive individual who shows my personality with my clothes. My clothing is aligned with my values, I have no need to follow trends.

Brand Role

ALYX creates clothing with Meaning Behind, the clothes speak out for themselves, they represent a world.

Comm.Plat. Statement

It is not about the product but what it represents, I belong to ALYX world, I’m not alone.

104 The Blade Runner World

Fiction enthusiasts

Unicque Identity

Alternative Reality Users

Game Addicts

Only for me

Sci-fi world

The App

Made to measure Motorcycle jackets

Virtual Reality pop up game

1 Purchase 2 Interaction 3 Personalization

1 Personalization 2 Shopping experience 3 Tailor made

1 Interaction 2 Shopping 3 Fun experience

Y


L

105

X


A

106

Y


L

1. The APP GA M E 107 ALYX studio will create an app game rooted in the anime, Blade Runner world created. The game will be inspired by Sims process of the creation of a character. The audience will be available to design their warrior character and dress them in ALYX clothes and products. They will have the option to buy the clothing pieces after they created the look. Once they have their character look, they will be available to immerse in the adventure of being Blade Runners in charge to retire replicants but the tables will turn, like in the movie.

X


Once they created the character look they will have the option to buy the clothes and accessories for themselves.


A

110

Y


L

111

2 . m a d e to m e a s u re The customers will be available to design their perfect, futuristic motorcycle jacket in the store with custom measurements. Each jacket will be completely unique offering a personalized, direct attention to the clients.

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A

112

Y


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3 .T h e vi rt u a l re a l i t y Ga me pop up In the store, consumers will be available after their purchase to go into a special room, log in their app game account and put on some VR headsets and equipment developed by VOID and compete against their friend in a new extension of the app’s game. This strategy will be done to socialize the shopping process and engage directly with the consumers in a fun way and transport them into the ALYX world.

X

113


A

114

Y


L

spons o r ing and Pr od u c t placement

The sponsoring and product placement actions goal is to promote the brand. The following was chosen have been selected because they fit with the brand’s values and will contribute to raising awareness about ALYX studio.

technical Institutional

technical

product

commercial

placement

technical

Objectives • Raise the brand awareness. • Present ALYX as a luxury brand and with real values by associating it with prestigious brands. • Built meaningful relationships with the sponsors and the product placement brands. • Engage with the sponsors and product placement target.

X

115


A

116

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Institutional sponsor The new Museum of contemporary art of NYC will lend the museum space for the charity event organized. The Museum was chosen because of their ethical and open-minded values. The center is now the leading destination for new art ideas and new ideas. It is Manhattan’s only dedicated contemporary art museum and is respected all over the world for the adventurousness and global scope of its curatorial program. Not only that but it was also chosen because of the contemporary architecture. Tokyo-based architects Kazuyo Sejima and Ryue Nishizawa/SANAA designed the seven-story, eight-level structure.

X

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A A

118

Y


L

technical sponsor IMMERSIVE design studios were chosen as a technical sponsor that will provide their 3D immersion reality for the screening on the new anime Blade Runner film at the fabulous event at the store as well as for the fashion show screens that will take the audience to the context of the fashion show. The company was selected because of their creation of immersive experiences that continuously push the limits of what is technologically possible. Breathtaking immersive experiences featuring real-time 3D and interactive content.

X

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A

120

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121

technical sponsor Absolut vodka is known for sponsoring night techno, innovative art events. This is why ALYX has chosen Absolut Elyx, the luxury line of Vodka. The luxury line of Absolut Vodka will provide the alcoholic drinks in all the organized events.

X


Click on the first image to see the VOID VR sets.


t e c h n i c al sponsor VOID VR was chosen as a technical sponsor that will provide their Virtual reality headsets and equipment for the pop-up game in the store. The company was selected because of their innovative VR technology and the creation of immersive experiences that go beyond imagination.


A

124

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c o m m e rc i a l MAIN sponsor The main sponsor will be Blade Runner 2049. ALYX new world is the cyberpunk future, Blade Runner themed and in collaboration with the same anime director that created the official Blade runner 2022 pre-sequel for Blade Runner, ALYX with Shin'ichirĹ? Watanabe will create a new sequel that will take place in 2060. This would be one of the first times a fashion brand chooses a movie as the main sponsor but it will be a great opportunity for the movie because Blade Runner will go beyond than just being a movie and people will dress similarly like in the movie and for ALYX to create a strong identity that people will remember and would want to belong to that world and embrace it.

X

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A

126

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p ro d u c t p l ac e m e n t As product placement, ALYX has selected the New Tron motorcycle that the Parker Brothers Choppers have created, a full-size, street-legal, electric motorcycle. It is called the New Tron and it lives up to all the wildest sci-fi fantasies. The motorcycles will be placed in the store and on the Fashion show. The customers will be available to make their science fiction dreams come true as they even would have the option to be a Blade Runner with a futuristic motorcycle.

X

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A

OU T S O U RC I N G

PRI VAT E S EC URI T Y

BU RE A U BE TA K

The private security for the show will be provided by Citadel.

The set of the venue, lights, decorations,environment will be designed by Bureau Betak.

4 body guards will be hired for the show, 2 for the charity and 4 for the store events.

128

MODE L CA STING

M AKE- UP

Barbara Nicoli & Leila Ananna from the trouble agency will be the casting directors known for filtering and shaping our perceptions of beauty and its personification, clients include Gucci, Acne studios, Jil Sander...

The Make up will be in charge of Peter Philips, Him and his team will be using MAC products and tools as MAC will be the technical sponsor.

Y


L

DJ ’S

AC C O M ODAT I ON S

DJ for the pre opening flagship store Party: Oscar Mulero

Accommodation will be provided to VIP guests at the The Ritz-Carlton.

Coeter One for the opening of the flagship store.

HOSTE SS SE RVICE The Hostess in the fashion show will be from neventum agency.

C LEAN I N G S ERV I C E The cleaning company contracted to clean the store unit will be luxury cleaning.

TRA NSFE RS The transfers will be managed by luxor transports . The transfers between hotel, shows or airport will be offered to Vips and relevant media personas.

X

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A

130

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The Team section goal is to present the organization of the brand.

the Te am

131

Objectives • Organize properly the company. • Manage the team for the communication actions.

X


A

ww.communi cati on di rector Taylor anderson

132

ww.m e d i a

w w.pr

w w. d ig ita l

w w. e v e n t s

ww. r e ta il

direc t o r

director

d ir e c t or

d ir e c t or

d ir e c t or

a l ic e r ose

Isa k g e ibe r

N or a sm it h

Al icia s us a n jo r g e v e k

ww.events di rector avery marti n

ww.eve n t s

w w.c r e at i v e

ww. a r t

w w. p r od u c e r

w w. p l a n n in g

direc t o r

director

d ir e c t or

d ir e c t or

d ir e c t or

Kail eE jo n e s

Li s a m i lle r

st e fa n

A l be r t

t h om a s

w h it e

j ac kson

clark

Y


L

ww.m edi a di rector Ba rry al l en

ww.pres s

w w.a dv

w w.sh ow r oom

w w. e x t e r n a l R e l at ion sh ip s

directo r

director

d ir e c t or

d ir e c t or

davis

jac ks o n

a l ic e

Sa r a

miller

c la r k

you n g

h il l

ww. PR DI rector Anna scott

w w.data

ww.protocol

ww. A r t

director

d ir e c t or

d ir e c t or

X

133


A ww.di gi tal di rector k imbberl ee schmi dt

ww.co ntent w w . M a r k e t i n g

w w. c opywr it in g

w w.c r e at iv e / a r t

ww.st r ategic

di recto r

I n n ovat i o n

d i re c t or

d ir e c t or

p l a n n in g d irector

el liot

director

k e l ly

G e or g e

n oa h

ald ers o n

A n g e la

sm it h

h il l

boe k

morris

134 ww.retai l di rector cook morgan

ww. experience/in - s t o r e

w w.m e r c h a d isin g / v isu a l

w w. C R M

w w.st r at e g ic

director

d i r e c t or

d ir e c t or

p l a n n in g d ir e c t o r

nels o n

E va n

Alex

Dav id

g o nzalez

pe t e r s

ba k e r

c ol l in s

Y


L

135

X


A

136

Y


L

Ye ar chron ogr am

The Year Chronogram goal is to organize properly all the communication actions.

137

Objectives • Organize the actions for the 1 year communication plan. • Manage the time for every action into monthly sets.

X


A

142

Y


L

The Budget objective is to represent how the money is spent on the communicatino strategy. The major objectives of the budget are coordination, allocation of resources and general planning for the operations.

To optimize the Budget all the events, except the charity event and the cross-experiential, will be celebrated during fashion week, therefore the cost of the accomodations will be lower.

bu d get

143

Objectives • Organize the actions for the 1 year communication planoptimizing the budget. • Administrate and Manage the money for the communication actions.

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A

144

Y


L

145

X


A

Y


L

X


A

148

Y


L

149

X


A

A p p en d i x

150

ALYX STUDIO is the creation of the Chicago-born, California-raised Matthew M. Williams. The brand debuted in 2015 and he named it after his daughter. Alyx started with youth and subculture inspired womenswear and expanded into menswear for Spring/Summer 2017 Williams before starting the brand he worked with top field specialists from the world of art, fashion and music, such as the photographer Nick Knight, pop star Lady Gaga. His critical eye and dynamic work ethic have shaped his brand with a strong identity, an story in each product and an extremely detailed attention to details and quality.

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L

151

TH E B RA ND

X


re fe r enc es "#BEENTRILL#." Beentrill.com. N.p., 2017. Web. 11 Dec. 2017. "Armani Tweet Talks | Fashion & Design." Tweettalks.armani.com. N.p., 2017. Web. 11 Dec. 2017. "Bling It On - What Makes A Millennial Spend More?." Deloitte United Kingdom. N.p., 2017. Web. 11 Dec. 2017. "Breathing Skins Technology." breathing skins. N.p., 2017. Web. 11 Dec. 2017. "Designer Matthew Williams Speaks On Alyx Studio | Highsnobiety." Highsnobiety. N.p., 2017. Web. 11 Dec. 2017. "Examples Of Positioning Strategy In Marketing." Smallbusiness.chron.com. N.p., 2017. Web. 11 Dec. 2017. "Fashion Week Show Notes: Chanel Aims For The Stars." Vogue. N.p., 2017. Web. 11 Dec. 2017. "First Look At THE VOID." YouTube. N.p., 2017. Web. 11 Dec. 2017. "Gareth Pugh Reunites With Nick Knight For Spring 2018 Presentation | V Magazine." Vmagazine.com. N.p., 2017. Web. 11 Dec. 2017. "Global Luxury Trends: Innovative Strategies For Emerging Markets | Journal Of Product & Brand Management | Vol 23, No 4/5." Emeraldinsight.com. N.p., 2017. Web. 11 Dec. 2017. "Lifestyle Tech." Wgsn.com. N.p., 2017. Web. 11 Dec. 2017. "Martine Rose AW16 Film." Dazed. N.p., 2017. Web. 11 Dec. 2017. "Mixed Reality." Wgsn.com. N.p., 2017. Web. 11 Dec. 2017. Nieto, Diana. "2017 Predictions For The Luxury Industry: Adapt To Succeed." Luxury Society. N.p., 2017. Web. 11 Dec. 2017. Petrarca, Emilia. "Kanye West And LVMH-Approved: Meet Designer Matthew Williams." W Magazine. N.p., 2017. Web. 11 Dec. 2017. Safronova, Valeriya. "Diversity, Of All Kinds, Is On The Rise At Fashion Shows." Nytimes.com. N.p., 2017. Web. 11 Dec. 2017. Schneier, Matthew. "Matthew Williams, Renaissance Man." Nytimes.com. N.p., 2017. Web. 11 Dec. 2017. Shang, Andrew, and Andrew Shang. "Eckhaus Latta RTW Spring 2018." WWD. N.p., 2017. Web. 11 Dec. 2017.


"Shop Designer Fashion & Fashion Illustrations - Showstudio / MACHINE-A." Shop.showstudio.com. N.p., 2017. Web. 11 Dec. 2017. "Why The Anarchy Of Rave Culture Is Back In Fashion." Dazed. N.p., 2017. Web. 11 Dec. 2017. "ALYX." Alyxstudio.com. N.p., 2017. Web. 11 Dec. 2017. "ALYX." Showstudio.com. N.p., 2017. Web. 11 Dec. 2017. "Bof - The Business Of Fashion." Businessoffashion.com. N.p., 2017. Web. 11 Dec. 2017. "Cite A Website - Cite This For Me." Wgsn.com. N.p., 2017. Web. 11 Dec. 2017. "Digital Assets." Digital-assets.condenast.co.uk.s3.amazonaws.com. N.p., 2017. Web. 11 Dec. 2017. "Isabella Burles Helmut Lang." Cdn-sidewalkhustle.netdna-ssl.com. N.p., 2017. Web. 11 Dec. 2017. "LS:N Global." LS:N Global. N.p., 2017. Web. 11 Dec. 2017. "Luxury Brands Jump On Experiential Marketing In China | Jing Daily." Jing Daily. N.p., 2017. Web. 11 Dec. 2017. Petrarca, Emilia. "Kanye West And LVMH-Approved: Meet Designer Matthew Williams." W Magazine. N.p., 2017. Web. 11 Dec. 2017. Schneier, Matthew. "Matthew Williams, Renaissance Man." Nytimes.com. N.p., 2017. Web. 11 Dec. 2017. "The Vision- The Pause." Wgsn.com. N.p., 2017. Web. 11 Dec. 2017. "The Vision-Encounter Cultures." Wgsn.com. N.p., 2017. Web. 11 Dec. 2017.


studio

ALYX STUDIO COMMUNICATION PLAN  

1 year communication plan for the brand ALYX STUDIO

ALYX STUDIO COMMUNICATION PLAN  

1 year communication plan for the brand ALYX STUDIO

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