MARY KATRANTZOU EVENT PROPOSAL
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Mary Katrantzou Promotional Strategy Grace Mariea Simmons A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Media and Promotion. Module THD 1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (10th May2013)
1.1 Rationale 1.2 Aims and Objectives 1.3 Event Message 1.4 Expected Outcome
6 6 6 7 7
2.0 Event Details
2.1 Location, Date and Venue
4.0 Store Layout
5.1 Entertainment Schedule 5.1.1 Speeches 5.1.2 Performances 5.1.3 Music
17 17 17 17 18
6.0 Sustenance and Beverages
7.0 Gift Bags and Promotion
8.0 Event Staff
8.1 Security 8.2 Staffing
9.0 Event Schedule
11.0 Post Event
29 29 29
11.1 Housekeeping 11.2 Press Release 11.3 Evaluations
The aim of the proposal is to outline the media preview event of the store. The event will build on the brands core concepts of surrealism, creativity, femininity and innovation. This is achieved by complimenting the store design aesthetic with suitable event plans of food, entertainment and performances. Surprise will be a key element of the event to create excitement within the gathered media, providing a memorable experience which they will then communicate to their readership and more importantly to Mary Katrantzou’s target audience.
1.1 Rationale The event will ensure effective multichannel promotion across all publics, reinforcing the brand’s core messages in the media.
1.2 Aims and Objectives Aim: To stimulate excitement at the event for the store launch, and receive enthusiastic publicity from the media, Objectives • Creating a memorable event through eye-catching and notable entertainment and cuisine. • Provide the media with a taste of the exceptional customer service the store provides. • Fortify the brands luxury positioning within the media to ensure positive communication to the consumers. • To gain twenty-five articles of press coverage regarding the store preview and launch the week following the event.
1.3 Event Message The overall message of the event is to provide a â€œthrough the looking glassâ€? sensation, into the world of Mary Katrantzou. Key messages to communicate will be the brands unique, surreal and creative experience that consumers receive, emphasizing elements that set Mary Katrantzou apart from the competitors.
1.4 Expected Outcome The event will generate publicity and atmosphere surrounding the launch day, with the media providing global coverage inspiring both residents and tourists to visit the store. Hosting the launch event and store opening during London Fashion week is a strategic plan to encourage a range of fashion followers to visit the launch along with the public. The two and a half hour event will provide the media time to relax, purchase Mary Katrantzou products, and appreciate the performance and entertainment throughout the evening.
2.0 Event Details 2.1 Location Date and Venue On the 15th September 2013 at 8.30pm the event will commence at the new store. The timing will allow guests to uphold their hectic schedule at London Fashion Week and to attend the launch. (Fig. 2) To help publicise the event during such a frantic period, Mary Katrantzou will work in conjunction with London Fashion Week. In addition to celebrating the launch of the store, on Sunday evening, the event will also become the official Sunday night after party for London Fashion Week. This will ensure alternative events happening around the same time will not deflect the editors and guests attention and distract from the launch. Security at the event will receive a selected media list, allowing journalists with valid press passes for London Fashion Week to gain entrance to the event. This will maintain the exclusivity of the event and increase the press coverage by gaining media coverage that may have not otherwise been considered or invited. On entering the store, the guests will appreciate the pure white decor. The projection screens will be switched off, showcasing the reflective white acrylic of the store design, in its natural form. (Fig. 1) The event will unveil the walls throughout the night. (Fig. 3)
Figure 1. Store Design on Entrance- Screens Switched Off
Figure 2 and 3 Store location and Proposed event Outline Turning the Rear Projections on
Figure 4. Media Event Launch Invites
NTZO woul U d lik e the e xclu to invite sive and L you t st F Sund W Offici ore prev o a ie ay15 th Se l After p w arty ptem ber 2 162A 8.30pm 013 Sloa ne S Belg tr ravia , Lon eet, SW1 X 9B don S
The invitations will replicate the guerrilla advertising flyers and be distributed on the 5th September 2013 along with the SS14 fashion show invites. The A5 flyer will feature a circular mirror placed above a collectible map print design, engraved with the invitation details.(Fig. 4) The circular mirror hints at the surrealist store design, referencing a looking glass into a new dimension, along with the spherical orb shapes within both the website and store. Creating an unusual invitation will provide a talking point within the media and raise online publicity. The selected key media who will be attending the catwalk SS14 show will receive an invitation. For more information please refer to the media guest list.
4.0 Store Layout
The Molo fixtures for the event night will be arranged into seating and table arrangements to improve mobility around the store. Staff will position the seating based on invitees â€™requirementsâ€™ to demonstrate the flexibility the retail surroundings provide.(Fig. 5 and 6) The pay point will be converted into a performance area for the planned entertainment. The layout will enable the media to view the store designs creativity, whilst being a suitable venue format for the amount of people expected to attend the store on the night.
Figure 5 and 6. Molo Seating
Figure 7 and 8 Outline Entertainment -Mary Katrantzou Speech and Conceptual Dance
5.0 entertainment Through the duration of the event, speeches, performances and music will be scheduled for the medias entertainment. The entertainment will commence at 9.00, ensuring all guests have had time to arrive, view the store and products, network among colleagues and travel from the fashion shows around London.
5.1 Entertainment Schedule 5.1.1 Speeches Mary Katrantzou will open the evening with a short ten to twenty minute speech, thanking the media for attending the earlier fashion show and the store preview. (Fig. 7) Mary will introduce the store concept and convey the essence of Katrantzou, discussing what the brand aims to achieve and communicate through the store design. Mary Katrantzou will additionally close the event with a personal impromptu speech, thanking all the guests for attending the successful event during London Fashion Week.
5.1.2 Performances Following the introductory speech a conceptual performance will commence by Dancers for Events (Fig. 8). The performance will originate from within the guests and move through the crowds towards to the raised podium placed behind the pay point. The performer will have a choreographed dance piece reenacting elements to the AW13 store release video (please refer to the promotional plan for more details). Taking reference from ballet and contemporary dance, the surreal performance will appeal to all the guests and heighten expectations. When the performer reaches the stage she will become motionless, raise her hand to her head and assess the surrounding space. Within a split second, the white projection walls will come to live and guests will be immersed with landscape imagery relevant to the AW13 collection. The aim of the performance is to communicate the cultural and creative aspect of the brand whilst reinforcing and surprising guests with the surreal thematic behind the store concept.
Following the performance, a ten-minute, twelve-piece, capsule catwalk of the specialised AW13 pieces will start, with the models entering and exiting the retail floor from the staircase to the lower ground floor. An example design can be seen in Figure 9. The bespoke catwalk pieces will be showcased on the mannequins following the event and will be available to be made bespoke for consumers.
5.1.3 Music At the start of the night, before the scheduled performances, low key music will play in the background. It will be a mix of slow beats, and minimal vocal rhythms as not to detract away from the design, products and overall space. The music, set at the minimum recommended decibel levels, will encourage communication between all guests during the start of the event. The conceptual performance along with the catwalk will feature music bass unit, Old Apparatus. The music is known for its juxtaposed beats and will add to both the performances surrealist, artistic nature. Following the performances, a forty-five minute DJ set will commence by socialite and model Harley-Viera Newton. (Fig. 10) Harley will wear a bespoke Mary Katrantzou piece, and complimentary drinks will be served throughout all the performances.
Figure 9 and 10 Catwalk Bespoke Piece Example and Harley-Viera Newton
Figure 11 and 12 Meat Fruit Surreal CanapĂŠs and Champagne Drinks 22
6.0 Sustenance and beverages
The event food specialist, Rhubarb, will supply the catering. The company who collaborates with creative chef Heston Blumenthal will create a tailor made, surreal set menu. The food will stimulate conversation with a menu of wonder and mystery. The foods will be patterned and created to become Mary Katrantzou miniatures in food form. Each canapĂŠ will take inspiration from Alice in Wonderland and fantastical tales to bring a lighthearted edge to the evening, whilst reinforcing the core messages of innovation, creativity and surrealism. Working with a chef such as Heston Blumenthal, with a reputation for creating the unusual (previous examples have included meat fruit (Fig.11) or spaghetti flavoured sweets) is a perfect choice that will enhance the surreal experience, and to create more media comment. The canapĂŠs will be served at twenty minute intervals between the 8.45 and 10.25. The event will cater for 200 people. Catering staff will continuously serve drinks throughout the night with a selection of elderflower, champagne white wine and creative cocktails to accompany the foods surreal nature.( Fig.12) All the drinks will be selectively chosen for the event to ensure that the beverages will not stain the pure white store design or the products on the retail floor. There will be non-alcoholic alternatives.
7.0 gift bags and promotion
In celebration of the opening, the media will receive the opportunity to be the first to purchase the AW13 collection at a complimentary ten percent discount rate. The store staff team will be on hand to serve any members that require any information or assistance regarding any of the products. The bespoke and personal shopper service will be offered to all guests who do not wish to shop during the event as an alternative, where they can book an appointment and reserve items for a future visit. All guests who book an appointment at the event will retain their ten per cent discount. The staff will use IPads for all transactions and appointment bookings for the consultation room, as the till will be used as a focal point and performance area. Courtesy gift bags will be given to the guests during the end of the event. (Fig. 13) The gift bags will provide the media with one of the limited edition Sloane Street scarfs (a handkerchief pocket for male guests) and a small exclusive journal with a selection of quotes, riddles and inspiration curated by Mary Katrantzou herself. The journal aims to communicate the brandâ€™s value of culture and creativity, also drawing the medias attention to the social media weekly campaign initiated at the start of the promotional strategy. Please refer to the promotional plan for more information. Inside each of the books will be the press release sent out earlier that day regarding the exclusive scarf promotion and news of Mary Katrantzou meeting the customers in store for the launch. These will be accompanied with a small drink and pen. The gift bags will be the same as the store packaging and will be branded small white bags with black ribbon handles. Overall the promotions and gift bags aims to continually build the ongoing relationship with the press, increasing the chance of publicity and positive coverage.
MARY KATRANTZOU Mary Katrantzou Releases Limited Edition Printed Scarf in Celebration of New Luxury Flagship Store. For Immediate Release
London, September 15th 2013- With the upcoming store launch imminent, luxury fashion brand Mary Katrantzou announces some of the plans in store for the launch day, tomorrow, 16th September 2013. From 12 o’clock until two o’clock the critically acclaimed designer Mary Katrantzou will be making an appearance at her first flagship store to see and interact with the members of public. Additionally to commemorate the momentous event Mary Katrantzou has exclusively designed a luxury limited edition scarf presented as a gift for the first one hundred purchases in store. The print is an abstract view of the flagship store’s location at 162A Sloane Street, London and printed on a 50cm square scarf made from silk organza. The scarf replicates the flyers released in the run up to the store opening. -M/F-
Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 02033933021 Mob: 07554525359
Figure 13. Contents of Media Gift Bag
8.0 Event staff 8.1 Security To ensure the security of the night Blue Diamond will be contracted for the event. The company is widely recommended in the industry and most recently was commissioned for thee Elle Style Awards and SS13 London Fashion Week. The security will start at 8.20pm and leave at 10.15pm.
8.2 Staffing On the night, there will be a mixture of catering and store team members on the retail floor. All the store team members will serve guests, network, arrange appointments for the consultation room and build key relationships with potential customers. The retail staff will start from 8.15 for three hours to ensure that the floor is continuously managed at all times during the event. The catering staff will set up the event from 7pm using the staff room facilities. The catering staff will be expected to finish at the event before 11.30pm. The catering staff along with the store staff is key to orchestrating smooth running of the event on the retail floor.
9.0 event schedule Below is an outline of the planned timings of the event detailed above. The duration of the event will aim to be two and a half hours, 8.30-11.00. Time
Doors open to press
Collection and store viewing time
20 minute intervals
8.45- 10.25 9.00
Welcome speech- Mary Katrantzou
10-20 minutes 9.00- 9.20
Conceptual Performance starts 30 minutes 9.20- 9.50
Projection Walls switch on
1 hour 20 minutes 9.45-11.00
Catwalk AW13 Capsule Collection
Harley- Viera Newton DJ set
10.00- 10.45 10.30
Gift Bags given to guests
15 minutes 10.30- 10.45
Closing Speech â€“ Mary Katrantzou
10.0 guest list A range of editors from varying media backgrounds will receive an invite to the sneak preview. Examples of the publications invited will include: • The Telegraph • The Financial Times • The Observer • The Independent • Vogue UK • Vogue US • Elle • Another • Hunger • Love • Wonderland • Vice • Stylist • I-D • Dazed and Confused
This variation of media will ensure a wide range of publicity not only for the catwalk show but also for the store launch. For a more detailed guest list please refer to the appendix.
11.0 Post Event 11.1 Housekeeping Ensuring store standards are maintained to the highest standard for the store launch, Vertas management cleaning services have been employed to prepare the store between the hours 7-9am the following day. This is to maintain store security, whilst ensuring the store is at the highest standard for the opening. Vertas specialises in London high street cleaning ensuring that the correct cleaning equipment will be used on the flooring and fixtures. Engaging a specialist ensures professional standards which is of paramount importance when the store opens to the public.
11.2 Press Release On the morning of the launch day, the press team will compile an overview of the media event, with key quotes from selected guests and images throughout the event. The release will also provide quotes from the Facebook competition winner to reinforce the multi channel integration tactics planned in the promotional strategy. The aim of the press release is to ensure maximum coverage by the press of the event, providing them with a half written story. It will be sent to both attendees and non-attendees to ensure that the brand is communicating the message to a wide range of the publics. All the attendees to the event will also be attached a thank you note ensuring the continuity of good media relations. Please look in the Press Information booklet for an example release.
11.3 Evaluations The event coverage will be tracked across the different media publications to evaluate the success of the event and more importantly the store launch. Sales and footfall will also be appraised during the first week to evaluate the success of holding a media preview and the publicity generated from the event.
12.0 Budget The projected budget for the event is approximately £30,100. This will include all the elements outlined above. Detailed costing’s below:
13.0 conclusion The overall aim of the event will be to reinforce the brands personality to the media through the form of a store preview event. The store will entice the media to the event by offering a ten per cent discount, the exclusive ability to purchase the unreleased AW13 season and by being the official after party for London Fashion Week on the Sunday night. Mary Katrantzou will demonstrate her gratitude by providing a gift bag with an exclusive self-penned book of inspirations and a promotional limited edition scarf or handkerchief pocket created to celebrate the store launch. Through the medium of performances from a conceptual dance piece to a DJ set and a capsule catwalk, ensures a captivated audience throughout the evening. Witnessing a real life performance, which mergers into the visual concepts projected onto the acrylic walls, will provide the element of surprise and excite the media to the creative surreal nature of the store. Commissioning Rhubarb for the catering with their guest celebrity chef Heston Blumenthal, will provide an unusual and creative mix of cuisine, which will complement the unworldly experience each guest will receive. A selection of clear, alcoholic and non-alcoholic cocktails will be served to provide a place to relax after a long day at the shows of London Fashion Week. The thematic of the core values will successfully be communicated with key features, such as socialite DJ Harley Viera Newton and an extra capsule collection, whilst maintaining a luxurious environment to commemorate the store launch. This will not only encourage the media to publicise the store, but it reassures excellent media relations for future promotions. The gathered media will be provided with press releases in their gift bag, and the following day they will receive an event summary, quotes and images of the night which will ensure maximum coverage for the store launch. To conclude the event is crucial to gain newsworthy publicity and give the media the incentive to promote the brand and continue to support the success of Mary Katrantzou.
References Fig1 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield. Fig. 3 Butters, H. (2013). Mary Katratnzou Visuals [Photograph] In possession of: Harry Butter: Huddersfield. Fig.5 Molo SeatingRetail Design Blog (2013) Molo Seating. [image online] Available at: http://retaildesignblog.net/ wp-content/uploads/2011/04/molodesign-softseat-08.jpg [Accessed: 01 May 2013]. Fig.6 architonic (2013) Textile Soft Seating Molo. [image online] Available at: http://www.architonic.com/# [Accessed: 01 May 2013]. Fig. 7 Showstudio (n.d.) Mary Katrantzou. [ Image online] Available at: http://showstudio.com/img/streams/1200/72_320c.jpg?1322662261 [Accessed: 2 May 2013]. Fig. 8 Crumley, C. (2013) Bodyart Dancer Madeline Day. [image online] Available at: http://blog.chriscrumley. com/110626-6067B.jpg [Accessed: 29 Apr 2013]. Fig. 9 A magazine curated by (n.d.) Catherdrals Mary Katrantzou Madigan Heck . [ Image online] Available at: http:// www.amagazinecuratedby.com/wp-content/uploads/2.1.jpg [Accessed: 2 May 2013]. Fig. 10 We Heart It (2012) harley viera-newton. [ Image online] Available at: http://weheartit.com/tag/harley%20viera-newton [Accessed: 2 May 2013]. Fig. 11 Create Food and Party Design (2013) CanapĂŠs in The Undercroft, Banqueting House . [image online] Available at: http://3.bp.blogspot.com/-FYfcyxC_gNA/US0SDqS3QLI/AAAAAAAAA7w/fFwia8GSR6s/s320/ canapes+2-001.jpg [Accessed: 30 Apr 2013]. Fig. 12 The Sage Gateshead (n.d.) Untitled. [ Image online] Available at: http://thesagegateshead.org/files/images/ pageimage/148.35327ad9/630x397.fitandcrop.jpg [Accessed: 2 May 2013]. Fig. 13 Preppers World Store (n.d.) Rite in the Rain Pen. [ Image online] Available at: http://a248.e.akamai.net/origin-cdn.volusion.com/eythe.kjzfn/v/vspfiles/photos/97-2T.jpg [Accessed: 2 May 2013]. Mutineer Magazine (n.d.) Voss Sparkling Water. [ Image online] Available at: http://www.mutineermagazine. com/img/blog/voss.jpg [Accessed: 2 May 2013].
Appendix a media guest list Media Guest List
Lisa Artstrong- Fashion Editor
Daniela Agnelli- Fashion Director
Carola Long- Deputy Fashion and Beauty Editor
David Hayes- Fashion Deputy Editor
Vanessa Friedman- Fashion Editor
Elizabeth Day- Features Editor
Joe Jones Fashion Editor
Helen Seamons- Deputy Fashion Editor
Laura Craik- Fashion Editor
Carolyn Asome- Deputy Fashion Editor
Jane Taylor-Hayhurst- Style Editor
Jess Cartner-Morely- Fashion Editor
Rosie Swash- Online Fashion Editor
Gemma Hayward- Fashion Editor
John Hall â€“ Online Editor
Lisa Markwell- Editor
The Independent Magazine
Susie Rushton- Editor
The Independent Magazine
Bel Jacobs Style and Beauty Editor
Alexander Shulman- Editor
Emily Sheffield- Deputy Editor
Anna Wintour- Editor
Hamish Bowles- International Editor
Tonne Goodman- Fashion Director
Patricia Carroll- UK Press Contact
Lorraine Candy- Editor
Anne-Marie-Curtis- Fashion Director
Gillian Brett- Editors PA
Jeffefson Hack- Editor
Katie Shillingfod â€“Fashion Director
Laura Allsop -Deputy Editor
Anna Hughes- Chamberlain- Senior Fashion Editor
Holly Fraser- Online Editor
Adam Welch- Editor
Giulia Oddi- Fashion Coordinator
Julia Sarr-Jamois- Senior Fashion Editor
Jayne Pickering- Fashion Director
Kate Stephens- Digital and Online editor
Trish Haplin Editor
Christina Caldwell- Online Director
Stefano Tonchi Editor
Dirk Standen- Editor
Nicole Phelps- Executive Editor
Tim Blanks- Editor
Babeth Dijan-Managaing Editor
Philip Utz Editor
Louis Bompard- Editor
Huma Humayun- Fashion Editor
Jade Thompson- Online Editor
Raoul Keil- Editor
Marvin Scott- Jarrett Editor
Joseph Errico- Fashion Director
James Fallon- Editor
Edward Nardoza Editor
Jo Elvin Editor
Louise Court- Editor
Suzy Cox-Deputy Editor
Pat McNulty- Online Editor
Elizabeth Fraser Bell- Fashion Editor
Dazed and Confused
Tim Noakes- Editor
Dazed and Confused
Robbie Spencer- Fashion Director
Dazed and Confused
Emma Wyman- Fashion Editor
Dazed and Confused
Cathy Edwards- Fashion Director Dazed Digital
Dazed and Confused
Luis Barajas- Editor
Laury Smith- Fashion Director
Matthew Henson- Fashion Editor
Terry Jones Creative director
Holly Shackleton Editor
Sarah Raphael- Online Editor
Tricia Jones- Executive Director
Jane Bruton- Editor
Catherine Nieto- Fashion Editor
Caroline Barrett- Assistant Editor
Polly Vernon- Editor
Paula Goldstein- Creative Director
Fiona Gibb- Web Editor
Linda Wells- Editor
Siobahn Bonnouvrier- Fashion Director
Lisa Smosarski -Editor
Anna Brech- Online Editor
Alexandra Fullerton- Fashion Director
Apphia Michael- Online Editor
Tony Chambers- Editor
Suzanne Trocme- Editor
Isabelle Kountoure- Fashion Director
Henrietta Thompson- Editor
Katie Grand- Editor
Shumon Basar – Editor
Sara Gilmour- Fashion Editor
Caroline Issa- Fashion Director
Alex Miller- Editor
Bruno Bayley- Editor
Angie Gola-Ebue- Head of Fashion
Leith Clark- Editor
Anna Dello Russo
Anna Dello Russo
Verena Von Pfetten
The Business of Fashion
Sue Evans- Catwalk Senior Editor