erringstone's
Marketing Plan
I
TABLE OF CONTENTS EXECUTIVE SUMMARY
II
INTRODUCTION
III IV V VI VII
SITUATION ANALYSIS
MARKETING STRATEGY
MARKETING ACTIVITIES (COMMUNICATIONS PLAN)
FINANCIAL FORECAST
VIII
MONITORING
APPENIDICES
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY Purpose of Project The fashion industry is constantly evolving. As one of the largest yet diverse industries, creators, designers, brands, and media all have one thing in common: excellent marketing strategy. Fashion weeks have stereotypical stamina that only larger cities should host a successful runway show and gain the media’s attention. The project’s purpose is to prove that it does not matter the geographical location or demographics of the brand; any company can produce a fashion show that will result in brand recognition, media awareness, and revenue. My client, Herringstone’s Boutique, is a well-known, chic, and feminine clothing store with five locations in Louisiana. I have a vision for the L.A.-based company to branch out to the high fashion, editorial industry by producing a fashion show. I created an integrated marketing plan for the client to showcase the following: Planning Cost and pricing A timeline of making a fashion show Marketing of the event Method of Data Gathering and Analysis During a four-week data gathering tenure, I performed both quantitative and qualitative research of more prominent and smaller-scaled brands and fashion weeks. The analysis included a social media audit of Acadiana Fashion Week, New Orleans Fashion Week, and Big Brothers Big Sisters of Acadiana profiles to understand better how they market the events, their demographics, branding strategy, and target audience. Following up on analyzing the companies’ social media and online presence, I interviewed the Executive Director of the Big Brothers Big Sisters Wine, Women, and Shoes fashion show, Kalli Christ. As a professional event planner for the company, Kalli recommended planning at least one year for any significant event and remembering COVID guidelines, even if the state is no longer under a mandate. I attended two fashion events, including New Orleans Fashion Week.
At the event, I was able to take notes of the production of a fashion show from a guest’s perspective. The same follows for attending the Wine, Women, and Shoes event. Looking at New York City and London's revenue per Fashion Week, I decided to research how the fashion week generates sales and captures the media attention. The answer is a social media strategy and executing an integrated marketing plan. Recommendations In the integrated marketing plan, I recommended to my client to follow the planning strategy of the Wine, Women, and Shoes charity event. Branding is essential across all digital marketing for Herringstone’s, including website, email marketing, social media, and content marketing. The goal is to stay consistent with the overall goal of transitioning to the high fashion editorial boutique. My client's target audience is females between the ages of 18-24 years old who embrace their femininity. Using the target audience to the company’s advantage, I created a social and PR campaign called #TheHSCatWalk to utilize the power of hashtags for brand visibility. Herringstone’s Fashion Show marketing plan includes a complete timeline of the event, a list of potential sponsors based on the type of event, venue and catering pricing, and a list of in-house duties for the staff. Once the marketing and execution of the show are checked off the list, the goal is to receive double profit, give a percentage to charity and gain the attention of the media and customers.
INTRODUCTION
ERRINGSTONE'S Boutique
Who Are We? On April 1, 1989, two sisters, Debbie Herrington and Cindy Stone, turned their dreams into reality and opened the first HerringStone's Boutique in Monroe, Louisiana. The sisters dreamt of bringing innovative and trendsetting fashion to their hometown. With a great deal of hard work, years of constantly targeting new trends, and seeking out the best brands and merchandise, Cindy and Debbie’s dream took off beyond the twin cities and HerringStone’s became a household name for women’s wardrobes across north Louisiana. Over the years HerringStone's has transpired into a Louisiana staple boutique. The sisters created an iconic company and continue to do so with second-generation, Hanna Herrington Lavergne and Haley Herrington; hence our phrase two generations and growing.
Branching out from the limbs of HerringStone's as a sister store, HeirLoom by HerringStone's evolved. HeirLoom, meaning something of value passed on from one generation to the next, was established in 2017 and continues to flourish.
What started as a small family business is slowly growing into something greater and we thank you for following along and supporting us! In addition to our website, HerringStone’s has five store locations in Louisiana: HerringStone's Monroe, HerringStone's Lafayette, HeirLoom By HerringStone’s Youngsville, HeirLoom By HerringStone's in Houma, and our newest addition HerringStone's Baton Rouge. Each storefront is a haven for style, fashion, and top of the line customer service. (Herringstone's Web)
HERRINGSTONE'S PRESS KIT Color Palette
#F1B319
#039490
#F62188
#B01675
Font Style Headers: Playfair display dc
Body: Montserrat Classic
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !/-;?().$%&
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz 1234567890 !/-;?().$%&
Secondary Font: Benedict
Logos
Secondary Font: Buffalo
About Us Herringstone's Magazine is the newest extension to the HS brand and boutique. It's a fashion-forward catalog showcasing Herringstone's latest trends of each season, photoshoot collection series, and "Complete the Look" style guides for every fashionista.
Connect @herringstonesboutique
Over 50k followers CommentSold Live www.herringstonesboutique.com
Company: heirloom.hs@gmail.com Editor-in-Chief: hseditorinchief@gmail.com https://www.herringstonesboutique.com/pages/herringstones-edit
HS Blog Site
Stats 3.5% Male
Impressions
507,074
Gender
Accounts Reached
37,069
Top Age Ranges 18-24
38.6%
25-34
21.7%
35-44
20.2%
45-54
12.6% 0
10
20
30
40
50
Customers Around the World
Store Locations
Come See Us!
STORE HOURS MONDAY- FRIDAY 10AM-6PM SATURDAY 10AM-5PM SUNDAYS LAFAYETTE & YOUNGSVILLE 12PM-4PM | MONROE, BATON ROUGE, & HOUMA - SEASONAL HERRINGSTONE'S MONROE 1830 FORSYTHE AVE MONROE, LA 71201 HERRINGSTONE'S LAFAYETTE 111 SETTLERS TRACE BLVD STE #1001 LAFAYETTE, LA 70508
HERRINGSTONE'S BATON ROUGE 7474 CORPORATE BLVD STE C BATON ROUGE, LA 70809
HEIRLOOM BY HERRINGSTONE'S YOUNGSVILLE 1901 CHEMIN METAIRIE RD. YOUNGSVILLE, LA 70592
HEIRLOOM BY HERRINGSTONE'S HOUMA 1795 B MARTIN LUTHER KING BLVD STE K HOUMA, LA 70360
Hashtags #hsstyle #hsmagazine #herringstones #hsfashionshow
United States India Italy Sweden Australia Alaska
96.5% Women
Mission We're thinking outside of the box, coloring outside of the lines, maximizing creative opportunities, and adding a new modernistic and bold approach to express HerringStone's brand. Our photoshoots and styles guides are paramount to the success of our socials, magazine, and brand.
Shacket
a palette of earthen colors and natural fabrics
1
2
3
4
FFALL FAVORITE ‘Shirt + Jacket = Shacket
- HS Team
CORPERATE TEAM OWNERS: Debbie Herrington Cindy Stone Hanna Lavergne Claire Kostelka Haley Herrington Bethany Dodd
EDITOR-IN-CHIEF - Kristina Charles WEBSITE MANAGER - Cerene Stone SOCIAL MEDIA DIRECTOR - Haley Schambough CREATIVE DIRECTOR - Kendall Carraway COMMENT SOLD DIRECTOR - Caroline Banger WAREHOUSE MANAGER - Maddi Eller CUSTOMER SERVICE MANAGER - Kenzie Kling UPLOADER & MODEL - Brooklyn Breaux PHOTOGRAPHER - Sydney Martien
Publications
Herringstone's Magazine Publishes bi-monthly (click to view)
The HS Report Monthly Blog
Click or scan to access all HS publications and blog site
SITUATION ANALYSIS
In 2020, the Covid-19 pandemic made fashion week transform from the runway to virtual videos uploaded on social media and YouTube. New York City is known for its fashion weeks and media swarming the streets in the Fall. Due to the pandemic, designers, celebrities, and fashion bloggers were forced to watch the shows from their homes. This new trend is a part of the new normal. Years have gone by, and fashion week is primarily popular in the “The Big Four” cities (New York, Paris, London, and Los Angelos) and not as active or associated with small businesses and towns. In 2011, New Orleans decided to join the wave of having a fashion week over five days with over 50 designers. In 2016, Acadiana Fashion Week began when three model friends joined forces to embark on a new journey in the Acadiana region. Unfortunately, the pandemic caused NOFW to cancel all shows, and AFW was postponed until Spring 2021. In addition to the hardships Covid19 took on the retail industry, it is time to bridge the gap between the mindset of New York being the only place you can shop highend merchandise and attend a fashion show. Fashion boutiques are known for trunk shows, tent sales, and annual events: Herringstone’s Boutique host a “Comment Sold” event every Monday, Wednesday, and Friday. Comment Sold is one of the most significant events the company hosts. Due to the pandemic, the event has switched to virtual. The live sale is featured on Facebook and the Herringstone's app, consisting of the HS owners making an on-air sale while showcasing the new collections. Luckily this has allowed the company to grow its customer base and expand the demographics globally because of the virtual event. On the other hand, brands must get creative to save their companies revenue and sales. As a result of the pandemic, the fashion industry and clothing stores fell by 50 percent (Cision PR). Comment Sold sales, tent sales, trunk shows, annual events, and fashion shows all have one thing in common, the need for customers to be introduced to new products with hopes of a completed transaction. Without these marketing strategies and events, it’s hard for brands to only rely on social media and word of mouth. Unfortunately, the pandemic has hit the industry hard and thankfully for platforms like TikTok and IGTV to help keep the visual aspects alive.
Problem Statement
A key component of gaining and maintaining the customer’s attention is out-of-the-box thinking. Customers love visuals, videos of collections, and different ways to style. Unfortunately, Covid put a damper on the moods and inspirations of brands and creatives. Herringstone’s Boutique has five locations in Louisiana, and their customers are mostly millennials and generation Z based. Besides its well-known comment sale event, Instagram is its most prominent social media platform. Herringstone’s can ensure the company keeps its upbeat and chic reputation alive by trying the NYFW marketing pivot to conducting a fashion show virtually, tentatively on Louisiana Covid restrictions. A fashion show to showcase the Fall 2023 History of Herringstone's collection will gain the media's attention, draw in more customers, and social media awareness. As a result of a successful fashion show, the brand can gain recognition from the public and produce revenue for sales. This project aims to conduct a marketing plan to gain customers' attention that Herringstone’s Boutique is evolving into a high-end brand with an artistic approach to marketing. The company wants as much customer engagement as possible. The original plan is to have the fashion show as an in-person event; due to COVID circumstances, the display may be virtual. This will be done by finding a venue or using the newly designed HS headquarters, using the company’s photographers and models, and partnering with the marketing team for a creative way to market the show. The goal is for Herringstone’s to be known for an annual fashion show event that shows off its most sought-after collection. Local news stations, radio, magazine publications, and fashion bloggers will have priority seating and access to all HS executive teams for interviews. This project will produce revenue and brand awareness for Herringstone’s Boutique. Not many other clothing stores in Louisiana deliver a fashion show to sell their items. The brand is relaunching and revamping its brand identity, and this is a way for the company to transition smoothly and show the customers a glimpse of the company’s future. The marketing campaign will take the brand to its next level and get the media’s attention, which will help drive sales and social media presence. I gained my data from local resources in conjunction with the previous paragraph. Most of the data came from studying Herringstone’s demographics, target audience, and sales peak times. This helps plan according to the needs of customers. Additionally, I am following up with speaking to the Head of Photography and Creative Director to determine layouts, mood boards, and call sheets.
herringstone's swot analysis
Strengths:
Over 40 years of operations Five locations spread out throughout Louisiana Reputable fashion company Large/active social media presence
Opportunities:
Just expanded to a new warehouse that will allow in-house shipping faster Rebranding the company's website Shop now, pay later programs Creating an online blog and magazine for a visual representation of the brand
Weakness:
Very competitive industry
Many social media accounts ex: @Herringstonesboutique @heirloomboutique @herringstones_houma Currently undergoing company changes that will affect in place process and procedures.
Threats:
Other boutiques coming up with the same concepts Local Competitors Acts of God (Hurricanes)
product
Herringstone's statement pieces trend from the cocktail party and Homecoming collection. These products include puff and balloon sleeve blouses, leather trousers, and party dresses. The brand is a mix of feminine and casual girls. Casual Collection 16.9%
Cocktail Party Collection 23.6%
Most purchased products by division in 2020
Homecoming Collection 30.3%
Game Day Collection 20.2%
Wedding Guest Collection 9%
price
Most of Herringstone's products are priced at about $60 with the Homecoming Collection being the most expensive with an average of $200 per item.
place
Louisiana Based Baton Rouge Houma Lafayette Monroe Youngsville Online digital eCommerce makes up 40% of the company's revenue. Digitally, the company has customers in over 30 states. promotion
Herringstone's uses multiple promotions to spread the brand's voice. Proper advertising is prominent to the brand since it has a significant digital marketing presence. Instagram Facebook Website Email Marketing
market situation
Due to COVID-19 and the economy dropping, all retail took a hard hit with shutdowns in 2020. Luckily, Herringstone's Boutique falls under the umbrella of the newest "Support Small Businesses" trend. This helps the community to give back to the business by shopping locally. Herringstone's website helped with sales.
Competitive situation
Herringstone's strongest competitors are high-end boutiques in the Louisiana area, especially those with the same brands. These companies have a similar brand identity and target audiences. Adeline Boutique Elle Rae Clothing Boutique Maven Clothing Boutique Francesca's Boutique
Positioning higher price
high end boutique
Everyday Styles
lower price
Herringstone's target
Demographics Geographic
Audiance
Psychographics
Loves to tailgate and school-spirited (sorority girls) Age: Between 18-24 Uses Instagram and TikTok as primary Gender: 96.5% Female of social media Education: High School Senior & sources Usually reads and leaves UGC for College students reviews Come from Middle-Class families Believes in expressing themselves Louisiana Based through clothing Makes about $25,000-30,000 Aspires to be bloggers and influencers
MARKETING STRATEGY THE NEW MARKETING STRATEGY
Vision, goals and objective
VISION: Tear down stereotypical stigmas that only high fashion clothing brands can produce a fashion show— transforming Herringstone's boutiquestyle culture into an editorial expansion of the company.
GOALS & OBJECTIVES: Increase brand awareness Generate revenue from ticket sales and marketplace shopping Raise money to support Acadiana Center of the Arts Foundation by donating all proceeds from the giveaways and live and silent auction Break barriers as the first clothing store in the Acadiana area to host a fashion show Transition Herringstone's into having a high fashion extension to the company.
Product
A Herringstone's fashion show showcasing the upscale apparel and art ambiance shown through clothing. This will include the History of Herringstone's: Homecoming Collection. In addition, the show will consist of a sit-down dinner, live and silent auctions, and marketplace shopping.
Collaberation
Acadiana Center for the Arts is the best fit for the fashion show project. ACA is a nonprofit organization in Lafayette that fosters art and culture for kids in Acadiana. The art aspect will help support the idea that fashion and the artistic culture can be anywhere, not just in bigger cities.
Venue Options (Seated Diiner)
1. Acadiana Center of the Arts Building
Price: Included in the catering pricing Maximum capacity 400 All staff included Food: Catered by City Club in River Ranch with a $10,000 minimum Alcohol not included in price Located in Downtown Lafayette, no designated parking Upstairs open floor plan concept Would not need an elevated runway
2. The Truss
Room
Price: $3500 - 4 hours Maximum capacity 300 All staff included Food: $34.95 per person (Multiple packages to choose from) Bartender $16.50 per person, alcohol included Located in on Ambassador Pwky with parking lot Would need an elevated runway possibly
M ia /V ip t
es
on
bl
Fr
ta
Ro w
M ed ia /V ip ta Fr bl on es t
Logos on the projector
ed
Logos on the projector
Ro w
Prototype of runway except with tables
Herringstone's target Guest List of 185 people
guest list
HERRINGSTONE'S LOYAL CUSTOMERS, BRAND BUYERS, VIPS, MEDIA WORKERS, FASHION CRITICS, HIGH SCHOOL HOMECOMING COURT STUDENTS AND PARENTS, JOURNALISTS, COLUMNISTS, FASHION LADIES, COSMETIC BUSINESSES, POLITICAL AND BUSINESS ELITE
Local Guest List:
KLFYnews 10- Danielle Johnson KATC news 3-Marcelle Fontont One Acadiana Symetrie studio & spa Acadiana Profile magazine 008 Magazine Editor 95.5 radio station-Vicki roe Acadiana Fashion Week owners New Orleans Fashion Week owners Local boutique owners
fashion show swot analysis
Strengths:
First local boutique with a fashion show Increase brand awareness a Transform the brand into a higher market Generate revenue Promote the brand's Homecoming Line
Opportunities:
Transform the brand into a higher-end category Become a yearly tradition Raise brand awareness nationally Gain the media's attention
Weakness:
The FIRST show and firsttime Herringstone's has put on a large event Herringstone's do not have an official high-end line
Threats:
Not selling enough tickets Spending more money than profiting Another local boutique producing a fashion show Not receiving positive feedback and reviews from the public COVID mandates
Timeline
1 year
Finalizing picking a venue Financial planning and budgeting for the event Pick a date Pick a catering menu Conduct a team meeting about the event 6 months
Sourcing additional staff Marketing and PR plan Reaching out to media and sponsorships Assigning roles to staff
3 months
Executing marketing and communications plan Model fittings Picking out the products for the show, marketplace, and auctions Order red carpet and backdrop Send out registrations and create an Eventbrite account Finalizing a playlist 1 month
Send out media passes Hard marketing on social media channels Put together a fashion emergency kit Finalize and follow up with venue and staff Create programs to the show Create table cards for VIP Rehearsal
The Lineup vision board/event planning
HAILEY BELLA BROOKLYN AMBER MACY
Herringstone's Staff
Name/ HS Job Title
Fashion Show Job Function
Host/MC Hanna + Claire (Owners) Cindy + Debbie (Owners) Dresser/Stylist Dresser/Stylist Haley H. (Owner) Kristina (Editor-in-Chief) Chief of Staff and Operations Kendall (Creative Director) Creative Director/Backstage Manager Haley S. (Social Media) Runner/ Production Coord. Kenzie (Customer Service) Setting Up/ Production Coord. Sydney (Photographer) Lead Photographer Cerene (Web. Manager) Media Management Store Girls/Managers Greeters/ In charge of Live Auction Models 10 Herringstone's ambassadors will serve as runway models REGAN MADISON ELLA GRACIE HANNAH
HAILEY BELLA BROOKLYN AMBER MACY
Outsourced Staff ADDITIONAL PHOTOGRAPHER VIDEOGRAPHER (JODIE) DJ BARTENDER (COMES WITH CATERING PACKAGE) SERVERS (COMES WITH CATERING PACKAGE TWO MAKEUP ARTISTS (OR THE OPTION FOR GIRLS TO DO THEIR OWN) TWO HAIRSTYLISTS (OR THE OPTION FOR GIRLS TO THEIR OWN)
Checklist pre-show
Line up all outfits models will wear Run through of the show's choreography Follow up with catering, media teams, DJ, staff Set up tables with programs and decorations Test out lighting and sound Set up red carpet area Organize backstage area with model sheets Set up VIP table cards Set up screens for logos and video Set up a marketplace and digital paying options Make sure all swag bags are ready to give out
CALL TIMES:
Show from 7 pm-9 pm, doors open at 6 pm, all models must be there for 2 pm and staff at 4 pm
THE ANTIQUITY SERIES
COLLECTION NO.1
THE RENAISSANCE SERIES
COLLECTION NO.2
THE ELIZABETHAN SERIES
COLLECTION NO.3
INTERMISSION
Catered food menu from Abacus Catering (Truss Room) THE ORLEANS MENU ($34.95 PP) CARVING STATION WITH ATTENDANT CHOOSE 1
BEEF WELLINGTON BONELESS STUFFED TURKEY BREAST PORKLOIN STUFFED WITH ANDOUILLE SAUSAGE INSIDE ROUND OF BEEF SLOW COOKED SLICED BRISKET *SELECTED STATION COMES WITH DINNER ROLLS AND CONDIMENTS
PASTA AND RICE DISH CHOOSE 1 CORDON BLUE PASTA (PAN SEARED HAM AND CHICKEN COOKED DOWN IN A SWISS CHEESE BÉCHAMEL SAUCE OVER ROTINI PASTA)
BASIL BUTTERED SHRIMP (JUMBO SHRIMP PAN SEARED IN FRESH BASIL MINCED GARLIC WITH WHITE WINE BUTTER SAUCE SERVED OVER ANGEL HAIR PASTA)
SWEET POTATO RISOTTO (SWEET POTATO COOKED WITH RED ONION, SHALLOTS AND MINCED GARLIC WITH ARBORIO RICE)
CAJUN CREOLE PASTA (SPICY CHICKEN, TASSO, AND SHRIMP COOKED DOWN IN A RUSTY GRAVY AND TOSSED WITH BOWTIE PASTA)
SHRIMP AND SPINACH PASTA (SAUTÉED SHRIMP AND SPINACH IN A CREAMY BÉCHAMEL SAUCE TOSSED IN BOW TIE PASTA)
CHICKEN AND SAUSAGE JAMBALAYA (CLASSIC LOUISIANA JAMBALAYA WITH CHICKEN AND SAUSAGE)
CORN AND CRAWFISH PASTA
(ROASTED CORN AND CRAWFISH OVER BOWTIE PASTA TOSSED IN A CREAM SAUCE)
ASPARAGUS AND ARTICHOKE OVER ANGEL HAIR PASTA
(SAUTÉED ASPARAGUS AND ARTICHOKES COOKED IN AN ITALIAN DRESSING TOSSED WITH ANGEL HAIR PASTA. CHICKEN OR SHRIMP CAN BE ADDED)
ACTION STATION (WITHOUT ATTENDANT) CHOOSE 1 GRILLADES (MARINATED PORK STEW OVER YOUR CHOICE OF GRITS OR MASH POTATOES) LOUISIANA CRAB CAKES (SAUTÉED CRAB CAKES TOPPED WITH FRESH MANGO CHUTNEY OR HOMEMADE REMOULAUDE) MINI BEEF SLIDERS (1OZ BEEF COOKED TO PERFECTION SERVED OVER MINI BREAD ROLLS THEN TOPPED WITH PEPPERJACK CHEESE AND CARAMELIZED ONIONS) FRIED SEAFOOD TACO STATION (FRIED FISH AND SHRIMP SERVED WITH A VARIETY OF DIFFERENT TOPPERS ALONG WITH TORTILLAS) ABACUS FAMOUS PRALINE CHICKEN AND WAFFLE STATION (ABACUS'S SIGNATURE DISH, PRALINE CHICKEN, SERVED WITH WAFFLE BOWL)
DIPS AND COLD ITEMS (CHOOSE 2) SPINACH & ARTICHOKE DIP WITH GARLIC TOAST POINT WILD MUSHROOM AND SMOKED GOUDA DIP WITH GARLIC TOAST POINTS HOT CRAB IMPERIAL DIP WITH THINS HUMMUS WITH PITA CHIPS CAPRESE SALAD FARMERS MARKET FRUIT AND VEGETABLE TRAY CHARCUTERIE BOARD ASSORTED SANDWICH AND WRAP TRAY (PICK TWO OF THE FOLLOWING: CHICKEN SALAD, ROAST BEEF AND SAUTÉED PEPPER WRAP, SMOKED TURKEY, HONEY MUSTARD WRAP, HAM AND CHEESE POBOY BITES, AND TURKEY POBOY BITES)
Plus the HOT HORS D'OEURVES and dessert menu
ABACUS BUTLER SERVICE BUTLER SERVICE MENU SELECTIONS Portioned to hand pass for a duration of thirty minutes
GRAND COTEAU SPICY MEATPIES
SPICY GROUND MEAT MIXTURE SAUTEED UNTIL SLIGHTLY GROWN, WRAPPED IN PUFFED PASTRY AND FRIED TO A GOLDEN BROWN. SERVED WITH A CREAMY GUACAMOLE AND RANCH DRESSING SAUCE.
TANGY THAI SHRIMP SKEWERS
TENDER GULF SHRIMP COATED IN A SPICY CHILI SAUCE AND CHARGRILLED, SKEWERED AND SERVED WARM
CRISPY EGG ROLLS
TRADITIONAL HORS D’OEUVRES SIZE EGG ROLLS FRIED TO A CRISPY GOLDEN BROWN AND SERVED WITH A WARM SWEET PEPPER JELLY SAUCE
PETITE BEEF TENDERLOIN EN BROCHETTE
BITE SIZE MORSELS OF BEEF FILETS WRAPPED IN APPLEWOOD SMOKED BACON, SAUCED WITH A MEUNIERE SAUCE ABACUS PRALINE CHICKEN BITES
BITE SIZE CHICKEN BITES FRIED TO PERFECTION, SEASONED AND SERVED IN WARM SWEET PRALINE SAUCE
LOUISIANA MINI CRAB CAKES
LOUISIANA CRAB CAKES WITH SPICY SEASONING, FORMED INTO BITE SIZE CRAB CAKES FRIED TO PERFECTION SERVED WITH A MANGO CHUTNEY SAUCE AND REMOULADE
ABACUS BEEF WELLINGTON
SAVORY PIECES OF BEEF TENDERLOIN WITH A DELICIOUS MUSHROOM DUXELLES AND WRAPPED IN A FRENCH STYLE PUFF PASTRY
BRIE AND PEAR AND ALMOND
CREAMY IMPORTED BRIE CHEESE COMPLEMENTED BY SWEET PEAS AND TOASTED ALMONDS TOPPED WITH CINNAMON AND NUTMEG TUCKED IN A PHYLLO PURSE
ABACUS FRIED MAC AND CHEESE FRITTERS
MAC AND CHEESE BALLS BATTERED AND FIRED TO A CRISPY GOLDEN BROWN SHRIMP BROCHETTES
LOUISIANA SHRIMP WRAPPED IN BACON JALOPENA LENA SHRIMP STUFFED WITH JALAPENO AND CREAM CHEESE THEN WRAPPED IN BACON
SEAFOOD BEIGNETS SHRIMP AND CRAWFISH STUFFED PASTRIES BATTERED AND FRIED TO PERFECTION
STUFFED SEAFOOD MUSHROOMS
SAVORY MUSHROOMS STUFFED WITH CRABMEAT AND SHRIMP BAKED UNTIL TOPS ARE GOLDEN BROWN
MarketPlace Shopping
Guest can shop Herringstone's clothing items, bid in a live and silent auction of the Homecoming collection, and have the chance to be styled by the HS girls. (All proceeds will go to the ACA)
HS Swag Bag Complimarty swag bags will be given to all guests during intermission. Packs will include HS cookies, a small HS gift, and small trinkets from the sponsors.
THE ROMANTIC SERIES
COLLECTION NO.4
THE VICTORIAN SERIES
COLLECTION NO.5
THE GILDED SERIES
COLLECTION NO.6
CLOSING SHOW
Checklist post show
Send out Thank You email to attendees with an optional feedback survey Follow up with the media team about the ETA of pictures and articles Make sure all expenses are paid Meet with the HS creative team about post-show social media marketing Pay proceeds from the auctions to the ACA Follow and track impressions and insights from social media.
MARKETING ACTIVITIES COMMUNICATIONS PLAN
Advertising The goal is to sell the feeling of the Herringstone's through an art and fashion exhibit. The Homecoming collection is tailored not only for high school students, but each item is a classy statement piece for your closet. The fashion show and high-end expansion will separate the company from local company's. This is a registration-only event. A dress code will be enforced. Chances to win free tickets to the event
E-mail Marketing
Send out an email blast to the 10,000 customers
signed up twice a week with instructions on registering, buying tickets, and the significance of the event. Social Media Facebook, Instagram, tiktok
Pre/post show During the show
Posting 3-4 times a week for promotions (paid and organic) Video content Create a fashion show social media calendar Free tickets giveaway
Influencer takeover Live backstage footage Live red carpet interviews
Public Relations/ PR Statement to media
Send out press releases, pitching to local and national media, and sponsorship forms approximately six months before the show. From there, we are assigning media passes and sending out seating information six weeks prior. Digital
www.herringstonesboutique/fashionshow The landing page of the website and Herringstone's app will have the fashion show flyer starting three months before the show. When you click on it, it will bring you to a sub-page with information about the event, how to register, and how to sign up for the silent auction.
FINANCIAL FORECASTS
Cost of production
Truss Room Venue (4 hours) $3500 Food -$34.95 per person ($6400) Bartender with Alcohol$16.50 per person ($3052) Spotlight/ Lighting- $500 DJ- $1500 Red Carpet- $50 Red Carpet Backdrop- $100 Programs- $175 Decorations- $1500 Additional Photographer- $500 Videographer- $300
Optional Expenses: Truss Room Venue Additional Hours - $150 per hour Elevated Runway- $40 per 4x4 Stairs- $50 Makeup Artist (2)- $500 Hairstylist (2)- $500
Sponsporships & in-kind donations
Pricing Example
s r os n o p s t e g r a t l a c o L
ticket pricing
Sold through Eventbrite.com
VIP: $150 (Front table seating, escorted to a seat, red carpet photoshoot, unlimited alcohol) VIP Table of 8: $1,200 General Admissions: $100 Students (Highschool & College)- $50 No children allowed
Profitabilty Projected ticket sales/goals:
VIP Tickets (20)- $3000 VIP Tables (5)- $6000 General Admissions (100)- $10,000 Students (25)- $1250 $20,250
Projected Sponsorship goals:
Total Sponsors: 20 Gold Package (5)- $12,500 Silver Package(7)- $7000 Bronze (8)- $800 $20,300
Excluding expenses and proceeds to the ACA from marketplace shopping and live/silent auctions
MONITORING
Conclusions
The result of the show will be tracked and analyzed through surveys, social media insights, revenue/ROI, and Google Analytics. By the time the fashion show is completed, the brand should have achieved the following: Revenue Brand Awareness Larger social media presence Transitioned into a highend market Traffic to the website and store Financial results: The projected Return on investment: rOI= Cost of Investment ($17,577) X 100% Return on Investment($40,550)
Gained: $22,973 ROI: 13.1%
Appendicies additional information
Herringstone’s Boutique: The Fashion Show Normalize Small Brands and Cities having Fashion Show Events
The thought of women and men walking around the city of Lafayette dressed in high fashion and editorial pieces is not expected in a typical setting. Mostly, moms with baseball caps and leggings and college students wearing their school’s apparel, yet, every so often, you come across a well-dressed individual who makes you look twice and question, “Hmm, where are they going?” Unfortunately, this way of thinking has placed a stereotypical mindset on South Louisianiers that only the fashionable, statement-making pieces should be worn in bigger cities if you don’t want to look weird. This method of thinking relates to an article in the LOYNO Monroe Library that asks a question about the gap between big brands and small brands. In the research for Herringstone’s Boutique: The Fashion Show, I found an article titled, “These Are the Digital Fashion Shows That Broke Through.” The author’s takeaway is bridging the gap between big and small brands. Smaller brands have a more creative approach to fashion shows versus big brands that have the typical narrow runway. The author’s argument is, “With the Grand Palais, a massive tent in the Tuileries or La Samaritaine as a fashion show venue, and for that reason, Chanel, Dior and Louis Vuitton dominated the Internet with their spring 2021 displays. The gap between big and small brands: The biggest difference we noticed is that the bigger brands tended to stick to the traditional runway show format while the smaller brands were more creative with their digital presentations. The gap between big and small brands: Big brands like Louis Vuitton and Prada used their resources to create incredible and innovative tech-based shows, but small brands also managed to do interesting things” (Socha, 2020). In further research, Per Stromberg, said fashion weeks are becoming a part of cultural appreciation, which is versatile, meaning New York City is known for its over-the-top fashions, and south Louisiana is associated with the Southern Belle persona. “The staging concept of adaptive reuse is a strategy repeated at many fashion weeks, creating a subgenre of alternative runway spaces. Why does the fashion industry locate runway shows in obsolete factories, derelict subway stations, and worn-out warehouses? The spectacular show of H&M in 2001, staged in an old limestone quarry in Sweden, is used as a point of reference for this discussion centered on the question: how are cultural reuse values being negotiated, reproduced, and commodified? The author considers the postindustrial fashion show space a "readymade space" in the terminology of art theory. These runway spaces are a part of an overall "cultural economy of reuse" for which cultural intermediates play a significant role” (Stromberg, 2017).
The purpose of Herringstone’s Fashion Show is not to be fashion-forward and ahead of the game. Still, it’s to break barriers that only big brands and big cities could normalize fashion shows and bring publicity to the brand. “Fashion Week, A Much Needed Change for Transformation” by Eliva Brown says due to COVID-19, the “Big Four” cities were shut down and severely impacted by the pandemic, and the fashion industry took a hard fall. As a result, fashion shows went viral and were forced to have a digital showcase (Brown, 2020). What makes these shows so successful? Their marketing and promotional pieces. Herringstone’s Fashion Show can be as well-known as London and Milian fashion week if the marketing team would promote the show on a local and regional basis. That’s the key to a successful performance and the gap between big and small brands. Acadiana Fashion Week set new heights in Lafayette, Louisiana when four friends decided to take a risk and mark as founders, CEO, and trailblazers in the industry. Founded in 2016, the event has been a prominent piece of Acadiana. How does this relate to Herringstone’s? Acadiana Fashion Week is known for its marketing and promotions. Herringstone’s has a phenomenal marketing team and multiple locations that could help get the word out about the show. Acadiana Fashion Week struggles with media from news stations and radio. With Herringstone’s being a well-known brand with current media contacts, does this mean it could be as impactful to the community as New York Fashion Week? With a year and a half of mandates and hardship, clothing stores took a hard hit last year due to the pandemic. According to PR News Wire, US retail sales in clothing stores fell by over 50% in March 2020 versus the previous year. Customers are more inclined to attend events because of a year of lockdown. Herringstone’s Boutique has been at the forefront of fashion brands in Louisiana for 32 years. The brand is constantly evolving with new ideas and marketing statistics. According to the research above, it’s not impossible to break barriers in fashion, especially when you add in digital marketing. The University of Florida composed a study of “Are Fashion Shows Still Relevant?” “While the ROI for having a runway show differs for every brand, one point is clear; a fashion show is the best way for a designer to communicate their creative vision. “For me, the show is the only moment when I can tell my story,” designer Dries Van Noten once told The Independent. “It’s the way I communicate my ideas to the world.” In conclusion, fashion shows bring media and a way for creatives to get together for a branding event. This is a way for Herringstone’s Boutique to erase the line and boundary that a small brand clothing store in Louisiana could not have a fashion event that brings press, revenue, and attention to the brand’s cultural appreciation of the South. Just as designer Dries Van Noten said, fashion shows aren’t dead or a thing of the past. Instead, it’s become more accessible as the digital and virtual world has become more popular and convenient. The way the Big Four cities paved the way for fashion events in their town is the same way Herringstone’s can do for the South.
Research, Analysis, Conclusions and Insights
Problem Statment This project aims to conduct a marketing and communications plan to gain customers' attention that Herringstone’s Boutique is evolving into an editorial brand of the company. After speaking with the owners, the vision and direction of the company are being highlighted as a boutique with a high fashion component. The company wants as much customer engagement as possible. The original plan is to have the fashion show as an in-person event; due to COVID circumstances, the display may be virtual. This will be done by finding a venue or using the newly designed HS headquarters, using the company’s photographers and models, and partnering with the marketing team for a creative way to market the show. The goal is for Herringstone’s to be known for an annual fashion show event that shows off its variety of collections. Fashion shows aren't meant for the bright lights, big cities, but it's becoming more popular in the South.
Research
Acadiana Fashion Week
The goal of Acadiana Fashion Week is to give each and every guest an extraordinary experience that they will never forget. Our ultimate goal is to inspire everyone through art and fashion and whether you are a designer, consumer, model, photographer, or just a guest in the audience, when you leave from our shows we want to make sure you leave confident, proud, and fulfilled. Acadiana is a great place for the fashion industry to make its mark. We have the people, the hospitality and the uniqueness to set us aside from any other fashion week there is. We know what makes us different from everyone else and we want to use our creative minds to bring it to life through fashion and art.
(Acadiana Fashion Week Website) Local Fashion Week created by four model friends and a photographer A week-long event pre covid, currently three days and two days worth of events (Business Talk, Art Show, Meet and Greet) Local designers and boutiques Established 2015
337 Magazine Presents: AFW the shows AN inside look to Acadiana Fashion Week by Kristina charles
Take a 👀 at these spreads featuring: ✅Exclusive designer stories from Season 4 ✅Runway looks ✅Amazing fashion ✅Behind-the-scenes shots ✅An athlete turned runway mode ✅How doing makeup pulled an artist from the depths of depression
Read On: www.kristinacharles.com
Observations AFW 2 I participated as a model in AFW 2. Three practices and orientation before the event A more open, formal venue with parking, red carpet, amazing lighting, room to move around. Food was provided for the models backstage and cocktails only for the guest. Three-day fashion show event from 6-10 PM which included over 30 designers and over 100 models About 10 hair and makeup stylist KLFY News10, KADN Fox15, And 95.5 Radio Station was in attendance as media Models were given robes and two free tickets to the show
Venue: The Chandelier room
Observations AFW 5 Change in the venue, Downtown Lafayette with limited parking At a bar, who sold food and cocktails to guests. More of an urban feel instead of a formal event. Fewer people interacted Covid restriction, musk must be worn Three-day event from 11 am - 8 pm with two-hour breaks between shows Very dark lighting and not as lively as AFW 2 Less reputable designers Backstage was in a separate building
Guest Pricing
AFW Promos, Marketing, Branding and Communications
@acadianafashionweek Post 3-4 times a day Very creative with branding and finding ways to promote the show
New Orleans FASHION WEEK Recognizing the common thread between designers and boutiques, New Orleans Fashion Week is the catalyst and driving force that unites fashion professionals in a series of high-end runway shows, presentations, pop-up boutiques, networking opportunities and social experiences. Fashion has quickly becoming an important contributor to the New Orleans culture and is celebrated in conjunction with the city’s legendary cuisine, music, art, and film. NOFW raises attention and encourages economic growth by combining fashion and beauty on the runway and fusing it with the creative spirit of New Orleans. Through a Top Design Competition, Fashion Industry Career Day, and support of local non-profits, NOFW promotes awareness, creates opportunities, and gives back to the Gulf Coast in style. NOFW will advance the career of a promising model with the “Model Walk-Off", a competition awarding a scouting trip to Los Angeles, compliments of Launch Model and Talent Agency. Since its inception in 2011, NOFW has advanced many careers. Top Design Competitor Anthony Ryan Auld joined the cast of Project Runway and was named winner Project Runway All-Stars (Season 2); two-time fashion week model, Victoria Henley, placed in the top 5 of America’s Next Top Model, Cycle 19; Skylar McCartney signed with agencies and walked in fashion weeks in both Paris and New York; Taylor Hamric, was discovered on the fashion week runway and signed with Wilhelmina Models New York; Bianca Finch was discovered at NOFW model casting and is now signed with NEXT Model Management Los Angeles In only three short years NOFW has become the most impressive and comprehensive fashion event on the Gulf Coast. Embraced by fashion professionals, enthusiasts, and the media alike, NOFW receives coverage from internationally recognized media outlets, including Women's Wear Daily, Elle Magazine Quebec, and the Oxygen Network. Over 50 runway shows during the five-day event serve as a platform for Southern designers, makeup artists, hair stylists and models to bring a new level of creative consciousness to the regional industry. New Orleans Fashion Week commitment to all members of the fashion industry is vibrant and unwavering, and continues to produce and support fashion event throughout the year. (New Orleans Fashion Week Website)
Interviews Unable to complete the interview with Tracee Dundas but we hugged at Fashion Week
Obeservations
Previous Media Coverage
Kristina Charles, Editor-in-Chief
Small, more congested venue at the Gallier Hall in New Orleans Approximately 20 designers from New Orleans Area with Special Appearance from Project Runway Star, Aaron Michael Not any Covid restrictions, no mask required MC/Host was Owner/Founder Tracee Dundas Only cocktails were served
Sponsorship Information
Guest Pricing
NOLA Promos, Marketing, Branding and Communications
Partnered with WWII show museum for a pre-fashion
@nolafashionweek Post 3-4 times a day Very creative with branding and promotional work
Wine, Women, Shoes
80% WOMEN, AGES 30 TO 55 KEY INFLUENCERS, TASTEMAKERS, AND CONNECTORS IN OUR COMMUNITIES EDUCATED, SOCIALLY CONSCIOUS, CHARITABLE AND COMMUNITY-MINDED CONCERNED ABOUT THE HEALTH AND WELLBEING OF THEMSELVES AND OTHERS PAY ATTENTION TO FASHION AND ATTEND FASHION EVENTS ENJOY AND CONSUME FINE WINE AND DELICIOUS FOOD REPRESENT THE TYPICAL LUXURY BRAND CONSUMER ON AVERAGE, DONATE/SPEND
Ticketing
Wine, women and shoes guest profile:
Venue- Le Pavillion
Observations
Event Schedule
Very classy event Seated dinner and unlimited wine tastings vs. cocktails Audience loved the live and silent auction and did not hold back from purchasing trips, gifts, and more ranging from $1,000-$7,000. Very high energy, more of a large party atmosphere
Interview notes with Big Brothers big sister executive director Kalli Christ
Takes about a year to plan. WWS 2022 is already in the works All hosts are a part of the organization Stacy's offer an array of food options, they choose a three-course meal with cocktail appetizers while the customers shopped All money invested into the event is received back from sponsorships and auctioned items.
BBBS Promos, Marketing, Branding and Communications
/Big Brothers Big Sisters of Acadiana Post 3times a week FACEBOOK works best for the brand's demographics and customers.
Best Marketing and communication practices for bbbs Word of Mouth KATC News3
Traditional marketing tactics Reputation/Well-known event
References: (n.d.). Retrieved November 21, 2021, from https://www.instagram.com/thesocietyfashionweek/ (n.d.). Retrieved November 21, 2021, from https://www.instagram.com/acadianafashionweek/ Fashion Week – A Much Needed Transformation. (2020, October 31). Retrieved December 12, 2021, from https://themodernmirror.com/fashion-week-a-much-needed-transformation/ Herringstones Boutique. (n.d.). Retrieved December 12, 2021, from https://www.herringstonesboutique.com/ HOME. (n.d.). Retrieved November 21, 2021, from https://www.acadianafashionweek.com/ HOME. (2021, November 02). Retrieved November 21, 2021, from https://thesocietyfashionweek.com/ Lafayette, LA 2021. (2021, November 18). Retrieved November 21, 2021, from https://www.winewomenandshoes.com/event/acadiana/ Mainolfi, G. (n.d.). Heritage, luxury fashion brands and digital storytelling. Retrieved December 12, 2021, from https://www.researchgate.net/publication/347765869_Heritage_luxury_fashion_brands_and_digital_storytelling Markets, R. A. (2020, June 04). Clothing Stores Significantly Impacted by the COVID-19 Pandemic. Retrieved November 21, 2021, from https://www.prnewswire.com/news-releases/clothing-stores-significantly-impacted-by-the covid-19pandemic-301070709.html New York Fashion Week. (2021, September 15). Retrieved December 12, 2021, from https://en.wikipedia.org/wiki/New_York_Fashion_Week Recognized as the Southern Region premier platform for designers, models, and beauty to showcase their fashion and talent. (n.d.). Retrieved November 21, 2021, from http://neworleansfashionweek.com/become-a-sponsor Recognized as the Southern Region premier platform for designers, models, and beauty to showcase their fashion and talent. (n.d.). Retrieved November 21, 2021, from http://neworleansfashionweek.com/our-story Sardone, A. (2019, November 18). ARE FASHION SHOWS STILL RELEVANT? Retrieved December 12, 2021, from https://www.universityoffashion.com/blog/are-fashion-shows-still-relevant/ Strömberg, P. (2017). Retrieved December 12, 2021, Industrial Chic: Fashion Shows in Readymade Spaces. Fashion Theory, 23(1), 25-56. doi:10.1080/1362704x.2017.1386503