Agi & Sam Pitch Document
PR & Campaigns Erini Georgiou Fashion Promotion Year Two
I moustache you a question
but I’ll shave it till later..
Contents
1. SANE PR Agency About Us 2. Agi & Sam Brand Summary 3. The Predicament 4. Objectives 5. SMART Objectives 6. The Intention 7. Aims 8. Fashion Market Overview 9. SWOT Analysis 10. Competitors 11. Male Target Audience 12. Female Target Audience 13. Ideal Perception of Agi & Sam 14. Column Inches 15. Key Messages 16. Strategy 17. Tactics 18. Online Marketing Agi & Sam Website 19. Online Marketing Facebook
20. Online Marketing Twitter 21. The Campaigns 22. One Liner Twitter Campaign 23. Ideal Media Coverage- One Liner Twitter Campaign 24. Fun Door Night Campaign 25. Ideal Media Coverage- Fun Door Night 26. Press Release- Fun Door Night Event 27. The Movember Run 28. The Movember Run T-Shirt 29. Ideal Media Coverage for the Movember Run 30. Press Release- Movember Run 31. The Outcome 32. November Calendar 2013 33. Campaign Timeline 34. Budget 35. Evaluation
SANE PR Agency About Us Sane PR is a fashion public relations agency, helping young luxury designers. It was founded in 2003 and is located in London. At SANE PR we want our clients to be seen in the best fashion magazines, features with influential bloggers, to gain stockists and to be on the appropriate social media platforms to reach their potential audiences. Our clients include:
We are here to help our clients and offer them a range of campaigns and services. We offer them exposure to industry professionals and important contacts within the fashion industry, innovative campaigns to help enhance their brand, celebrity endorsements, print/ online press coverage with the best fashion publications, updated and user friendly websites to engage new audiences, trend reports and many more. These are only a few of our techniques that we use to help strengthen our clients.
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Agi & Sam Brand Summary
Agape Mdumulla and Sam Cotton met whilst interning at Alexander McQueen in 2008. Agi studied Fashion Design and Sam studied Illustration. Launched in January 2010, Agi & Sam is an emerging brand that uses bespoke prints and infuses humour in their catwalk and promotional content. They have gained numerous stockists both international and online including Liberty, Harvey Nichols, Asia/Middle East and US. They are avid social media fans and have accounts on both Facebook and Twitter.
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The Predicament
Agi and Sam need recognition within the London Fashion Society and need to appeal to everyone not only their creative target audiences. The fashion industry is competitive and with countless emerging designers Agi and Sam must stand out and show everyone exactly what they do to have progressed so far in a short space of time. Agi and Sam must create a benchmark for their brand that sets them aside from the other emerging designers. By creating campaigns that captures their brands aesthetics, this will help them reach out to a larger audience and gain the recognition they need.
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Objectives
The duo needs to maintain and build on their good reputation with the public; by creating a social buzz on the social networking site of Twitter; it automatically captures the attention of a mass audience and reaches out to them through the platform of online social media. In order to establish the brands personality, Agi & Sam will use the source of social media and incorporate humor in to their Twitter page. For Agi & Sam to gain a good reputation Agi and Sam will collaborate with Movember to earn their good value charitable name.
To enable to moustache as a signifying symbol for the brand, the moustache will continuously be used throughout all aspects of the campaign. This will help people to recognize the moustache and instantly relate it to the brand.
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SMART Objectives SMART Objectives include: S-These campaigns are significant as we want Agi & Sam to reach out to a wider audience not only to fashion industry and creative professionals. At the moment Agi and Sam are specifically known to industry professionals. We want them to be known for their humorous personality and to be recognised as a good moral value brand. M-The campaign successes will be measured both a month before and after the campaigns have taken place through their Twitter page by analysing their followers/ increase in their press coverage/ opinion polls of people who have heard about Agi and Sam, before and after the campaigns and event attendance for the Fun Door Night Event and the Movemeber Run. A-The campaigns are achievable as they are low budget. We’ve thought of the best ways to reach their target audience and attract the right customers. All our campaigns have stayed true to their brand ethos and all have achievable goals. R-All our campaigns are relevant and realistic. All the campaigns work together to promote each other. Agi and Sam have great relationships with their buyers/ stockists/ press. As their PR agency we want to keep building their relationships with industry professionals and ensure that campaigns are relevant. T-Our campaigns have a one month time period in November. In December 2013 and January 2014 we’ll carry out evaluations as to how we have achieved our goals and view the increased results. If successful, Agi and Sam could possible collaborate with Movember every year. http://en.wikipedia.org/wiki/SMART_criteria 10-01-2013
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The Intentions
To capture positive perceptions of the brand through the press. The positive media and public perceptions will however change for the best as they will be taking part in the charitable campaign of Movember. To create awareness to a wider target audience, preferably in the London Fashion scene first as they are based in London. Everyone’s looking for high quality clothing for the high street price; Agi and Sam need to lure the public into their brand by standing by their humorous and tongue in cheek aesthetics. They need to capture the personality of the brand which will keep their audiences attention to the duo as opposed to other emerging designers. To keep pushing boundaries and gaining the attention of the public. Word of mouth can be one of the most powerful tools of communication if successful.
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Aims
With new innovative campaigns, Agi and Sam could be the ones to watch on the London fashion scene. Through these campaigns we aim to: Establish the brands personality of humour. As Agi and Sam use a moustache on the labels of each of their garments; we aim to create a stronger recognition for the symbol to instantly relate to the duo. To enhance their good moral values as the Movember campaign is in aid of Prostate cancer UK. This will then give Agi and Sam a good reputation within the fashion industry as they would have taken part in a charitable campaign. To encourage an increase in their media coverage to enable the duo to gain a larger following.
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Fashion Market Overview The fashion industry is one of the richest industries in the world. MarketLine’ believe that ‘the global women’s clothing industry is expected to exceed to £385 billion in 2014 making a 12% increase. Fashion United, states that key businesses in the UK fashion industry are: ‘Marks & Spencer, Next, Topshop, ASOS, Burberry, Mulberry, Supergroup and French Connection’. Since 2007 it’s believed that online shopping sales have increased by 152%. This shows that a simple navigating and user friendly website can draw as much attention (if not more) than a retail store. Consumers find it easier and practical to shop in the comfort of their own homes; without the smelly changing rooms and long ques.
However even through the economic recession, the fashion industry still continues to sell. In order to shift stock retailers offer sales and additional discounts. This encourages consumers to by products they perhaps were not planning to buy however they are being manipulated into thinking they’re saving money as they are buying the garments at a cheaper price. The fashion industry employs over 6,000 people leaving the UK are the world’s third largest fashion employers in the EU below Germany and Italy. This explains why the fashion industry is always expanding and willing to accept new talent. Retailers are constantly looking for something new to offer to their consumers and to give them a reason why they should walk through the doors of their store. With the fashion industry making major growth changes and staying stable even through the economical climate; this shows that the future is looking stable for emerging designers such as Ag and Sam. The duo needs to find a focused target market and aim on producing goods tor a larger and wider audience; not only for their fashion industry and creative background customers.
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SWOT Analysis Strengths They have a distinctive style about them and understand the direction they want their brand to be heading in. Two years later their menswear label they have already received stockists from Harvey Nichols and Liberty’s. They have created their first womenswear collection. Recognisable moustache symbol relates easily to the brand and the humour side to it.
Weaknesses Agi and Sam have received no recent press coverage. This means that they are missing out on possible brand promotion through the media. Agi and Sam need a benchmark to set them apart from other emerging designers within the fashion industry. Not enough recognition amongst the majority of the London fashion society.
Opportunities Fashion East award gave them recognition– showcased for another season for A/W13 collection. Exposure Edit PR is located worldwide. This enables to duo to have worldwide recognition through the promotion from their PR agency.
Threats Competitors with similar brand aesthetics Exposure Edit PR representing other designers this means that attention could be taken away from Agi and Sam. They are competing with possible competitors and oppositions. The public aren’t spending as much money on designer clothes when they could get a cheaper version.
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Competitors
Urban Street wear Competitor Topman’s garments are sold at a lower price than what Agi and Sam’s garments are. Topman shoppers are young teenagers/ young adults to early 30’s. They have something for everyone for all mature ages. Alternatively Agi and Sam’s target audience would be shopping in Topman for cheaper garments.
Humorous Competitor Fam Irvoll doesn’t take fashion too seriously and aims to create humorous fun clothes for grownups. Fam Irvoll’s S/S13 collection was called ‘No thank you, Mr. Botox’. Similarly Fam Irvoll shows humour through the fashion styling. http://www.blow.co.uk/client/fam-irvoll-2 30-12-2012
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Competitors
Menswear Competitor Christopher Shannon has successfully gained the same stockists as Agi & Sam, which include; Harvey Nichols, Liberty’s. They both create fine tailoring garments for men with a sporty element to them.
Womenswear Prints Competitor for AGI & SAM
Mary Katrantzou created her first collection in 2010. Similarly to Agi and Sam she’s best known for her prints and ‘bold graphics’. Mary Katrantzou could be a possible competitor for prints with Agi and Sam
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Competitors
Emerging Designer Competitor New Power Gen is a young forward thinking London based menswear label. Their designs are a comparison between abstract and pop culture also wanting to create something new. Their stockists include TOPMAN and Selfridges. http://www.facebook.com/pages/New-Power-Studio/188862554484837?sk=info 30-12-2012
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Male Target Audience
Steve Salter 42 Intended Male Age Range: 20- 42 London & New York Menswear Editor at LDN fashion He takes great pride in his appearance and has his own individual style. He is a humorous individual who never takes himself too seriously. He is brave enough to stand out from the crowd by wearing white duck printed trousers. Every day is a new adventure for his outfit. He loves splashing out his cash on boundary pushing garments. He likes snappy tailoring and witty prints. Interests: Fashion/ Shopping/ Travelling/ Cultural foods/ books.
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Female Target Audience
Lucy Tremors 26 Intended Female Age Range: 24- 32 London Creative Fashion Career Bubbly and fun individual. She loves meeting new people and travelling the world. She lives life to the fullest and always turns heads as she enters the room. She has her own unique personal style and often wears things that various generations in her family have given to her. She loves when people ask her where her dress or top is from and she makes fashion seem so simple. Female Interests: Fashion/ Shopping/ Travelling/ Jewellery/ Costume/ Make Up.
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Ideal Perception of Agi & Sam
As Agi and Sam’s career beings to develop within the fashion industry; they need all the exposure, press coverage to draw as many people into their brand. They believe fashion should never be taken too seriously and everyone must add a little humour to their wardrobe
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Column Inches
Newspapers: The Guardian The Daily Mail Metro Magazines: I-D Magazine Men’s Health Online: I-D online (i-N Conversation) Vogue.com Dazed digital
Social networking sites: Agi and Sam’s Facebook page Agi and Sam’s Twitter page Exposure Edit’s Twitter page
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Key Message
‘Get your mo’ on bro’ Agi and Sam must be identified with humour in order to capture their target audience’s attention. They must identify with the moustache symbol, which will act as a key signifier of their brand that will create a humorous recognition for the duo.
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Strategy
In order to target a mass audience, Agi and Sam must target fearless fashion individuals that are willing to stand out and make a statement through their clothing. Agi and Sam have a strong passion for what they do, however they need to become more recognisable and a well known brand within the fashion industry. They’re association with their humours aesthetics is what will set them apart from the other young menswear designers in the fashion industry. By creating fun innovative campaigns that reach out to a variety of different people from all ages, across various platforms; this should be the first step to Agi and Sam gaining more exposure and reaching out to a wider target audience.
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Tactics
Agi and Sam must attract a wider audience through their innovative campaigns. The tactics from these campaigns are:
- To promote Agi and Sam as a humorous fashion destination for every male and female who are constantly looking to add a little spice to their wardrobe. - To increase their current credentials from being great emerging designers who always deliver and impress their target audience, as well being noticed as a good moral value brand. They would now be linked to the charitable cause of Movember.
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Online Marketing Agi & Sam Website
http://www.agiandsam.com/ 23-12-2012
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Online Marketing Agi & Sam Website
http://www.agiandsam.com/ 23-12-2012
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Online Marketing Agi & Sam Website
http://www.agiandsam.com/ 23-12-2012
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Online Marketing Agi & Sam Website
http://www.agiandsam.com/ 23-12-2012
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Online Marketing Facebook
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Online Marketing Facebook
http://www.facebook.com/#!/pages/Ag i-Sam/279867442027062?fref=ts 26-12-2012
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Online Marketing Facebook
http://www.facebook.com/#!/pages/Ag i-Sam/279867442027062?fref=ts 26-12-2012
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Online Marketing Twitter
https://twitter.com/agiandsam 26-12-2012
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Online Marketing Twitter
https://twitter.com/agiandsam 26-12-2012
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Online Marketing Twitter https://twitter.com/agiandsam 26-12-2012
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The Campaigns
Campaign Number One:
One Liner Twitter Campaign Campaign Number Two:
Fun Door Night Campaign Campaign Number Three:
Movember Run
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One Liner Twitter Campaign The Aims:
The campaign is a week’s long from 1st-7th November 2013. Twitter users must tweet their most witty one-liners, using the hash tag #agiandsamoneliners, however in order to be in with chance of winning they must be following the brand on Twitter. The winner will be chosen by Agi & Sam and will be announced on 10th November 2013. Winners must direct message Agi and Sam their email addresses in order to be invited to the music night via email. The music night takes place on 14th November 2013.
A social media viral awareness of the brand ‘Agi and Sam’ and therefore creating a social buzz for the brand
A humorous tone for the one liner campaign to set the pace of the campaign and to reflect back to the brands ethos of never taking fashion too seriously and having a good sense of humour To gain a stronger following through this humorous social media campaign An online platform for the brand. This creates direct communication between the public and the brand
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Ideal Media Coverage for the One Liner Twitter Campaign
Agi and Sam’s Twitter: As the One Liner Twitter campaign is taking place on twitter it would only make sense for AGI & SAM to promote their campaign themselves. Each day between 1st November 2013- 7th November 2013 they will post a tweet reminding their followers to tweet their best one liner and to include the main hash tag of ‘#agiandsamoneliners’ to create the social buzz around the campaign.
Agi and Sam’s Facebook page: Agi and Sam will create a post on their Facebook page a day before the One Liner Twitter campaign begins on the 31st October reading; ‘Don’t forget to enter our Twitter competition tomorrow by tweeting us your best one liner and end it with the hash tag ‘#agiandsamoneliner’. The best 3 will be will be revealed on the 10th November for a chance to come along to our Fun Door Night with a plus one. We know you want to!’
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Ideal Media Coverage for the One Liner Twitter Campaign
An Exposure Edit PR Tweet: Here is an example tweet that Agi and Sam’s PR agency; Exposure Edit could tweet a day before the one liner twitter campaign
An Agi and Sam Tweet: This is an example of a possible tweet Agi & Sam could post. It updates their followers that the One Liner twitter competition starts tomorrow and this would be posted on Thursday October 31st 2013. It is also within 140 characters, with one character to spare!
Exposure Edit’s Twitter page: As Exposure Edit PR are now representing Agi and Sam, they will also tweet the same tweets as Agi and Sam encouraging their followers to tweet their best one liner and to include the main hash tag of ‘#agiandsamoneliners’ to create the social buzz around the campaign. Exposure Edit PR may also RT any of Agi and Sam’s promotional tweets towards the campaign and any good one liner’s they have seen so far. Updates on Exposure Edit’s PR twitter page will also remind their followers when the event will start and end: Tweets including; ‘Remember guys, Agi and Sam’s one liner twitter competition starts tomorrow! Don’t forget to tweet us your best one liner’s.
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Fun Door Night Campaign
The Fun Door Night campaign is a Collaborative night involving a fusion of fashion, music and comedy; this event showcases the lifestyle and personality aspects of the brand. The event will be held in ‘The Moustache Bar’ which is located in the borough of Hackney, near Agi and Sam’s offices. By having an event near to the duo’s office locations; this event will reach out to their core audience in the London area. The event has six rooms and each room will enhance Agi & Sam’s different brand aesthetics.
There will be sponsorship from: Liberty, District MTV and Spotify. Guests will be given a map on their arrival and will make their own way round the open rooms. They must meet in the final music room at 9:30pm.
The Aims: To raise as much money as possible from the Door to Door night campaign for the Movember run for Prostate cancer UK. This will be done through a donation box which will be found on the night of this campaign To gain more press coverage as a humorous brand and to show a strong emphasis on their brand ethos. The press coverage must also focus on the brands direction of specialising in bespoke prints and high tailoring To gain press coverage for their AW13 menswear and womenswear collection. This will then hopefully encourage more stockists. (Ideal press coverage would be from Vogue.com)
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Ideal Media Coverage for the Fun Door Night Event
Over the years i-D magazine has earned its place through the top fashion publications. The fashion sector of the magazine represents today’s contemporary fashion culture; which is ideal as this is what Agi and Sam are all about. I-D online (i-N Conversation) would be ideal media coverage for Agi and Sam’s ‘Fun Door Night’ Event campaign. They would have an online interview and it promote the campaign. This online interview will also gain recognition for any i-D readers who may be interested in participating in the Movember Run Campaign. ‘We are also hosting a Movember running event on the 30th November 2013 and we would love as many mo bro’s to come along to show their support for Prostate Cancer UK’.
Vogue.com covers any upcoming events and news for Agi and Sam. Coverage can be found under ‘fashion news’ and ‘Vogue Events’ on vogue.com. The coverage would be an article. By having online media coverage with Vogue.com; Agi and Sam are starting to gain recognition through the reputation of what could be seen as a fashion bible.
Dazed Digital will also cover an Agi and Sam online interview promoting the ‘Fun Door Night’ event. The interview would be a page long and ask questions such as: ‘What exactly is this campaign about?’, ‘So what could we expect at the ‘Fun Door Night’ event?.
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Press Release for the Fun Door Night Event
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The Movember Run Campaign
The Aims: Raise money for Prostate Cancer UK
Agi and Sam are collaborating with Movember and hosting their own run. The Movember Run takes place on Sunday 30th November 2013 in Hyde Park. Participants can either dress up as moustache or buy one of the Agi & Sam print moustache t-shirts with half of the sales going towards the charity. Throughout the run participants will be chased by two razors. Applicants must be 18 years or over to enter the run. They must register and sign up online at the Movember website and all applicants must pay a starting fee of ÂŁ10 which all the start up funds will then be given to the Prostate Cancer UK charity.
Combine a good cause with a humorous twist To gain awareness; as they will be exposed to people from all ages through a charitable platform To gain press coverage both online/ print media to create a positive reputation of the brand and a positive word of mouth.
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The Movember Run T- Shirt
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Ideal Media Coverage for the Movember Run The Mail Online: Femail section- Fashion Store section will also have a short interview with Agi and Sam about the Movemeber Run. Asking them why they wanted to take part in a Movember event? And what to expect from them in 2013?
The Guardian.com- Life & Style section- Faction online section will have Agi and Sam press coverage on the Movember Run. The Movember run is meant to appear to everyone from all ages; uniting everyone together to support Men’s Health. The Guardian online has various on going platforms such as access on the: ipad, iphone, macbook, laptop, smart phones and people would be able to read the article about Agi and Sam’s Movember run.
Men’s Health.com - Style & Grooming AND the Men’s health Publication- MEN’S Fashion. As the Movember Run will be in aid of Men’s Health and Prostate cancer; there will be coverage from Men’s health online and the magazine (print). This will reach out directly to the Men’s Health audience and to the people that would be interested in sponsoring.
The Metro newspaper is accessible to a large amount of people especially when it reaches it’s peak hours with morning and evening commuters. By having press coverage in the Metro’s fashion section this will reach a larger variety of people who could possibly be interested in taking part in the Movember run. This would be found under the fashion section and online on their website.
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Press Release for Movember Run
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Outcome One Liner Twitter Campaign
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Outcome Fun Door Night Event
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Outcome Fun Door Night Event
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Outcome Fun Door Night Event
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Outcome Movember Run
The Guardian
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Outcome Movember Run
The Metro
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Outcome Movember Run
Men’s Health
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November Calendar 2013
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Campaign Timeline 1st – 7th November 2013 One Liner Twitter Campaign begins for a week
11th November 2013 The Movember T-Shirts are available to buy
10th November 2013 the One Liner Twitter Winners will be announced
30th November 2013 the Movember Run takes place in Hyde Park.
14th November 2013 the Fun Door Night Campaign takes place
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Budget
Details
One Liner
Material Costs (£) £0.00
Movember Run Venue Hire (Hyde Park)
£0.00
Race Equipment
£340
T-shirts stalls/rails Marquee Tent
Refreshments
Staff Tables
(T-shirt x35) £15 each - £5 to make
£175.00
Water 70 bottles = £10 x2 Cake will be provided by Agi & Sam's nana and friends.
£20.00
Paramedic's (free) Security x 4 (£13 per hour) Interns for stalls and refreshments Rent from church hall Final Costs - Deducting profit from t-shirts
£150.00
£156.00 £0.00 £666.00
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Budget Fun Door Night Event Venue Hire
One day
Catering
includes bar staff
Interior Designer Photobooth
£1,500
£750 £3,000.00
Sponsored by Spotify
£0.00
Projectors Photographers
Front of house, Usher Interns, Security (£13 per hour) x2 Distric MTV
£208.00 £60.00 £0.00
Musicians Technical Hire
Sponsored by Spotify VDC trading
£0.00 £300.00
Cleaners
£6 per hour x 4 Final Costs
Staff
£88.00 £5,906.00 £6,572.00
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Evaluation
We will be expecting a 5% rise in sales at Harvey Nichols and Liberty’s. This will highlight that they have raised their brand awareness. Press coverage will be analysed before all the campaigns have taken place in October 2013 and another after all the campaigns and will be analysed again in the beginning of December 2013. The press coverage must increase by 30% as we are relying on a high demand of press coverage to reach out to a wider audience. We will commission two opinion polls one in October 2013 before all the campaigns have taken place and another poll held in January 2014 after all the campaigns. We expect to have attracted a wider audience and for there to be a positive word of mouth and good public perception; along with their good moral value reputation for taking part in a charitable campaign of Movember. As one campaign is based around Twitter we expect to see a 20% increase through their twitter followers. The twitter campaign would have created a twitter trend that would have reached out to a mass audience through the online platform and the hash tag tool.
We would like an event attendance of a minimum of 100 people at the Movember Run As the event would be held in a fine tourist attraction of London’s Hyde Park, we aim to attract people on the streets on the day and draw them in to donate anything they can to help such a cause. We aim to create a charitable name for Agi and Sam, who will now be associated with high respects of helping raise awareness and more importantly funds towards Prostate Cancer UK.
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must dash..