chapter five promotion.
For Blackwhiteblush to successfully enter the swimwear market a well considered and thought out promotional strategy must be put into place. Its high price point needs to be backed by slick promotional photography and exclusive launch events. Blackwhiteblush needs to be just as appealing to both stockists and potential customers. 5.1 Promotional Objectives: To successfully establish Blackwhiteblush as a luxury brand, with an air of exclusivity, by simple branding and stunning photography. To inform potential stockists and customers of the brandâ€™s unique selling point, itâ€™s UV indicator, and tan through pieces, using a press release, and informative website. To collaborate with an existing beauty/skincare brand to promote sun-awareness and healthy tanning. To inform customers of the limited stores where the product can be purchased. To feature in magazine editorial spreads to create intrigue amongst the brands target market. To successfully host an invite only launch party at the brands Paris stockist, to create a real buzz about Blackwhiteblush in one of the worlds leading fashion capitals.
5.2 Branding Blackwhiteblushâ€™s logo is slick and simple, the colours reflect the brands name, and the logo reflects a luxury product. The same logo will be consistent in areas, swing tags, any POS, packaging, campaign shots etc. Two models will be used in all promotional imagery for the brand, being the same in both the look book and campaign shots. The models will be young, fresh faced and glamorous so as to reflect the brands image. The models may very from season to season. The brands signature prints will be used regularly within the branding. They can be seen subtly on swing tags and the brands website. The look book for the brand consists of simply photography concentrating on showing off the fit and silhouette of the products, minimal styling and makeup is used. The campaign shoot in contrast will have a glossy-magazine feel. Shot on a rooftop in central London. Each piece in the Blackwhiteblush collection has a woven tag with the brands logo on sewn in. Each swing tag will list the product out of the 2000 produced to show the customer just how exclusive the piece they own is. Each item will come wrapped in black tissue paper, inside a large glossy white box, tied up with black ribbon. Each item will come with an informative leaflet about how the UV ink technology/ tan through technology on the garment works. Each stockist will offer the first 50 customers a complimentary sun care pack containing travel size products from beauty brand Clarins and hair brand Frederic Fekkai.
LOOKBOOK MOODBOARD: FOUND IMAGERY
PHOTOSHOOT MOODBOARD: FOUND IMAGERY
5.3 Press Release Blackwhiteblushâ€™s press release is illustrated below. Sent with each press release will be a digitally printed scarf, smaller in size than the one featured in the main collection. An invitation for the brands launch event will also be included. Details of the event will be printed in UV sensitive ink and revealed once left in sunlight.
5.4 Website Blackwhiteblushâ€™s website will be used to show the look book and campaign shots, and to inform the customer of how the UV inks work. The product will not be sold on the brands website, but there will be links to the stockists websites. A video of the brands photo shoot will also be available to watch on the website.
5.6 Launch party Blackwhiteblush’s launch party will be at stockist Colette, on the day the brand is launched to each of its stockists. Colette regularly holds all kinds of events. Blackwhiteblush will team up with Colette’s music event; Music Box. Music Box is a monthly event, Blackwhiteblush will provide a short catwalk show of each piece in the collection, giving attendees the chance to buy any piece, before just the selected piece are stocked in store. It will be held in Colette’s Water Bar. Cocktails will be served in white and blush colours, provided by local French brand Candelaria. Guests will receive goodie bags, containing travel size products from beauty brand Clarins and hair brand Frederic Fekkai., aswell as a promotional headscarf.
IMAGERY FROM PREVIOUS MUSICBOX EVENTS: COLETTE.FR
5.7 Magazine editorials Campaign shots will feature in the online Net-a-porter magazine, in the April edition. The article will also feature information about the brand and link to the brands shop page. All promotion on the website was done free of charge, to help promote the brand in its first season and inevitably generate sales for the website.
5.7 Social Media Blackwhiteblush will maintain both a facebook and twitter account, with daily updates about products, events and collaborations. Using free social media tools is invaluable to any new small business.
5.8 Promotional Costing The promotional costs will be high for Blackwhiteblush’s first season, in order to get the brand noticed. Such an extravagant launch party should give the brand recognition within the luxury swimwear market. The promotional costs however will l decrease in future seasons.
TOTAL PROMOTIONAL COSTS SPRING SUMMER 2014
TOTAL PROMOTION COSTS FOR SS14 GOODIE BAG AT LAUNCH PROMO SCRAF 200 FOR GOODIE BAG LAUNCH AT COLETTE (VENUE HIRE, CATERING MODELS ETC) LOOKBOOK SHOOT (STUDIO, PHOTOGRAPHER, MODELS) 1 DAY VIDEO OF SHOOT FOR BLACKWHITEBLUSH WEBSITE CAMPAIGN SHOOT (PHOTOGRAPHER, MODEL, STYLIST) 1 DAY LOOKBOOK PRINTED A5 LOOKBOOK PRINTED A5 FOR PRESS GIFT BOXES RIBBIONS
£30.00 £10.00 £5,000.00 £500.00 £500.00 £500.00 £3.00 £3.00 £1.00 £0.05
200 200 1 1 1 1 260 100 2200 2200
6,000.00 2,000.00 5,000.00 500.00 500.00 500.00
A2 IMAGES EXTRA SWING TAGS
PRESS RELEASE TO STORE PRESS RELEASE FOR PRESS
Published on Sep 25, 2012