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house by House of Billiam

house launch promotion plan

Harriet Francis Fashion Media (BA) Year 3 FRA10291174


contents

Ethos of the brand Aim Target Audience Logo Website break down Web page layout Language format Look book Paid, owned and earned media Stockists Packaging Pre - launch campaign Launch event Time Line


house of billiam


house of billiam

Simeon and Thomas Bird; The London born brothers who run streetwear bespoke brand House of Billiam Price Tag ÂŁ400 - ÂŁ600 Audience Age 20-35

Producers of bespoke varsity and biker jackets, House of Billiam enables you to personally design and purchase a handmade jacket choosing from a vast variety of cuffs, collars, fabrics, lining, jets, poppers, zips and more. Create your own online or book a fitting at their studio in Hackney


ethos

house by House of Billiam

House of Billiam diffusion line House will be a menswear collection that aims to combine British heritage with American street-wear. Britain has long been renowned for its talent in manufacturing durable, good quality clothing; not only is Britain popularised for creating the finest cloth and thread, it is Britain that inhabits the world famous Savile Row. House will address the contemporary, stylish man with classic British tailoring, subtly mixed with the modern street-wear aesthetic.


ethos

A clothing range less expensive than their main line House of Billiam; House is a line designed for the every day, stylish wardrobe. Designs include tailored trousers of the finest British wool, loose fitting crisp white shirts, and durable cable knit sweaters- all of which, designed to be worn with their notorious American varsity jackets. House source their wool from the Scottish Highlands, Barnsley and Kent, the lining is mainly sourced from Liberty and the collection will be produced in their studio and at their manufacturers in Hackney.


ethos

In establishing itself as a Lifestyle Brand, House will acknowledge the target consumer and inform said person on the latest news in art & design, technology, restaurant reviews and alternative music. House will also aim to collaborate with underground musicians. House website will be the central hub for House of Billiam and House diffusion users. Enabling users to access House of Billiam website through a tab in the main links panel.


ethos

aim SARTORIAL WEAR FOR THE MODERN MAN Main Focus: Tailoring X Street Wear House will be branded as a British, quality produced, tailored clothing line with a street style aesthetic, setting them apart from the known sartorial market. Focus on: Made In Britain. Savile Row. Style Icons of the past. Urban news and events.


target audience Aged 20-35 City man; London (East, North, West) Bristol, New York (Williamsburg) Gregarious Works in Art & Design, Media, Sports, Fashion, Music Industries On a young professionals salary Cultured in; events, music, the arts, gastronomy, architecture Seeks out the latest news of the city; upcoming artists / events Wears an expensive iconic watch Listens to alternative music “As much East as he is West� Reads Port Magazine, Jocks & Jerds Magazine, Another Man Magazine Enjoys drinking at pubs and bars & seeking out new restaurants in the city


target audience


logo

house by House of Billiam


logo

I used an original font so consumers could quickly relate the font with the brand. The scissors are a strong feature which represent the House ethos for quality, tailored, hand made clothing. I designed the logo to be distinctively memorable, proffessional and clean.


communication through brand strategy


website

  The website will be the main method of brand communication; It will act as as the House lifestyle hub The tabs panel on the main page will include the below links

- Blog - Journal - Music - Look Book - Feed - Store - House of Billiam


FEED

Store

Look book

Journal

Terms of use | Privacy Policy | Shipping and Returns | Contact Us | Stockists

MUSIC

BRITISH MENSWEAR OUTFITTERS

by House of Billiam

house

blog

website


Click  For  Style  Icons  

FEED

Look book

Sco1sh  Wool  Company  X  House    

Store

blog

Click  For  AW  13  Look  Book  

Journal

Terms of use | Privacy Policy | Shipping and Returns | Contact Us | Stockists

MUSIC

BRITISH MENSWEAR OUTFITTERS

by House of Billiam

house

website


website The Journal - Information on what’s been happening at the studio - Current / upcoming collaborations - Sneak preview of upcoming collections The Look Book - Web users can virtually flick through the look book in magazine format - To be uploaded via website ‘ISSU’ to enable magazine format Music - Monthly playlists (selected in accordance to House branding) - Featuring articles on underground, alternative, upcoming artists - House will collaborate with various music artsists. Aim to promote artist on page, in return, artist will wear House clothing at press events


website House of Billiam - Direct user to House of Billiam website in new window - Changes will not be made to this site Feed The latest news on; - Art & Design - Technology - Fashion - Restaurant Reviews Blog - Consistent upload of images - Inspirational images - Communicating brand image - This will essentially be a Tumblr, enabling consumers to ‘re-blog’ images


website Online Store In house sales - Main: House stock - House magazine Third party sales Art & Design - Books from publication houses; Steidl, Phaidon, Thames&Hudson


website Online Store Grooming Products - AbbeyHorn Pocket squares and scarves - Drakes Shoes - Grenson, Churches and Doctor Martens Socks - Paul Smith, Pringle, Beams Plus Diary - Smythson - Aspinal of London Wallets - Aspinal of London

all third party brands are british (or US based)


website

third party stock aim - Gain website traffic from new users through Google - Gain profit from selling selected brands on site - Communicating brand image - Stock compliments existing House stock - A go to website for menswear gifts


house language

aim To lead a cohesive brand communication strategy addressing target consumer directly & personally Language used in promotional campaigns, interviews and House site will comply with stated House format: - wit - dry sense of humour - educated - cultured - occasional use of street lingo House should address target customer as though in conversation


advertising and promotion

House will not advertise editorially or in a manner of mass publicity due to exclusivity of the brand. The brand’s ethos is essentially niche, this could devastated by mass marketing. The following advertising platforms are closely tailored to what/where the ‘House man’ would currently read/shop.


house magazine aim Strong method to communicate brand image Build customer relationships Acknowledging and addressing the target consumer’s interests and personality Help to build brand awareness, gaining a larger public recognition Subliminal Advertising Quarterly £4.50 Textural content to consist of; interviews house look book (center fold) visual portfolio’s the latest on art & design, gastronomy, fashion house music play lists

please view the magazine i created at www.issu.com/hfrancis5


house magazine online stockists Huh LNCC Shop at Bluebird Woodhouse Oki-Ni Coggles


house magazine stockists to be sold in below stores Liberty & Dover Street Market are currently stockists of House of Billiam Ozwald Boateng is conveniently located on Savile Row and has already agreed to stock the magazine (friend of family)


house magazine

to be sent at no charge to the below barbers

- The Barber on Mill Street and The Gentlemen’s Tonic are located on Savile Row - Radio Salon is located in Red Church Street, East London. Important clients include George Lamb, Christopher Bailey and the director of The Bank of England

aim to gain brand awareness from a preferred audience


house magazine

various other stockists to include

News agents around Soho and West London

E5 Bake House in Hackney (hip-hop scene, café & bakehouse, attracts stylish young professionals)

Independent magazine store on Broadway Market

Fix Coffee (White Cross Street is home to many publication head offices such as Love Magazine, Dazed and Confused, Clash magazine and Nowness - a haven for new concepts to be noticed)

Labour and Wait East London

Woodhouse West London


LOOK BOOK

Monkey Shoulder Whiskey Sometimes a nice glass of whiskey is all you need. Be it to fight off an illness, to cure a break up, to warm your insides when treking the Alps or to simply to relax and enjoy; make your whiskey Monkey Shoulder whiskey. Our choice of bottle here at the House studio. It’s delicious. We feel Not much more needs to be said here but ‘cheers’.


LOOK BOOK

house by house of billiam

AUTUMN/WINTER 13 LOOK BOOK


LOOK BOOK


LOOK BOOK

oliver wears house chet varsity house oscar trousers house dean tshirt shoes: stylists own


LOOK BOOK

oliver wears: house dominic white shirt house blackwatch trousers house black watch waistcoat shoes stylists own


LOOK BOOK


LOOK BOOK

oliver wears: house dominic white shirt house blackwatch trousers house black watch waistcoat


LOOK BOOK


LOOK BOOK

oliver wears: house chad white tshirt house rupert trouser house chuck varsity house oscar blazer shoes stylists own


LOOK BOOK

oliver wears: house dominic white shirt house blackwatch trousers house chuck varsity shoes stylists own


oliver wears: house dominic white shirt house rupert trouser house thomas knit shoes stylists own


LOOK BOOK

Autumn/Winter 2013 Campaign

Photographer Erika Symonds Hair Leah Isadora Make-up Leah Isadora Stylist Harriet Francis Art Director Harriet Francis Post Production Editor Simeon Marcus Bird Venue Doodle Bar Battersea 17/02/13


web banners house will invest in advertising banners for the initial 6 month promotion period (to start after site launch)


articles house will pay for a promotional article in the below magazines. port and jocks and nerds will do this for free due to house of billiam relationships


website launch campaign   Post card Promotion and Press Release On the day of the site launch, a stylishly designed pack of postcards will be sent to various buyers, stylists and editors for their attention. Each pack will contain 10 postcards, all of which will have House inspiration photos, Style icons of the past and pictures from the lookbook. The idea is for the person to write on them and send them on (gaining brand awarenes), or to pin them to a wall in the office (gaining brand remembrance). The first card will be thick with engraved writing, on this will be the press release. The envelope which will enclose the press release and visual cards will have a ‘HOUSE’ stamp in the top left corner and will be addressed in engraved writing to the person in context. The envelope will be made of black quality sugar paper and the engraving will be gold, with the stamp in black and white.


examples of postcards


website launch campaign

50 of the packs will be put into production and will be sent to the editors/buyers/sales directors of the below clients Mr Porter Dover Street Marker Dazed and Confused Port Jocks and Nerds Nowness It’s Nice That Hype Beast Selfrdiges Liberty Hype Beast Slam Hype Huh Magazine GQ AnotherMan The Gentleman Esquire Woodhouse Oki-Ni Vogue Homme The Green Soccer Journ HERO magazine Clash Magazine Men’s Fudge Magazine

Volt Magazine Huge Magazine 125 Magazine My Wardrobe Mens ASOS Coggles OiPolloi Four Marketing Drapers Online Opening Ceremony Manufacture and Industry Collette Sunday Times Style Barneys Bergdorf Goodman Saks Fifth Avenue Henri Bendel Barneys New York Jeffrey NYC Lord & Taylor Harvey Nichols Intermix Hirshleifers British Fashion Council


house social media platforms


paid, owned & earned media

Earned - Publicity gained after promotional event - Publicity gained from magazine distribution - Publicity gained through press pack (post card pack) distribution Owned - Website; New users gained through third party brands. Information platforms encourage re-users - Social platforms; free use of advertising, public can ‘re-tweet’ and ‘like’ facebook page, encouraging new users and enhancing brand recognition Paid - Website Banners; heightens brand recognition for the right specified audience - Paid promotional article space in selected magazines- detailed account of the brand, good publicity, preferred targeted audience, House will benefit from acquiring new users who will be interested in the brand (as they have already bought into selected magazines)


house stockists

house by House of Billiam

Above stores are chosen due to currently stocking House of Billiam Stockist list is minimal due to the price of wholesale and mass producing stock Plans to expand stockists will commence in September 2014


packaging

house by House of Billiam

For convenience, quality paper, white bags with a ‘House by House of Billiam’ sticker pasted onto them will be used from launch, indefinitely. A second choice to the pizza box if clothing doesn’t fit, and the main use of packaging from the end of six ont promotional period.

Pizza boxes will be used as packaging in the first six promotional months. The packaging is simple and clean, with an urban, edgy element.


house launch event The House by House of Billiam opening event will take place over September’s AW13 Fashion Week on London’s infamous Savile Row from 7pm - 10pm Food will be provided by London’s popularised burger van “The Meat Wagon” which started in Netil Market (on Broadway Market) and pioneered a leading scene on the restaurant market for the best quality burger imaginable. There will also be the Fin and Flounder fish and chip guys serving up delectable English tradition in their van. Similar to The Meat Wagon, Fin and Flounder started on Broadway Market and are now highly acclaimed foodies on the fashion scene.

London’s  infamous  The  Meat  Wagon  

FISH  AND  CHIPS  from  Fin  &  Flounder  


house launch event

Drinks will be provided in the typical American plastic red cups. Drinks will be sponsored by Monkey Shoulder whiskey (British) and Hoxton Gin distilled in Hoxton Brewery. Gin and Tonic will be served as the classic English drink with a slice of cucumber and a slice of lemon. Whiskey will be served with Fever Tree’s ginger ale (also sponsored) and Angostura Bitters.

Soft drinks will range from quintessential English Breakfast Tea to Ginger beer with lime and Angostura Bitters and the American classics Coca Cola and Cream Soda.


house launch event

The music will be provided by London’s Philharmonic Orchestra. AIM To Communicate quintessential English style that shows quality through the infamous London orchestra who represent hard work, heritage, quality and sartorial elegance.


house launch event

The AW13 Menswear House by House of Billiam fashion show will commence at 8pm. The orchestra will play whilst a large screen plays a short promotional film of the process of manufacturing House clothing. Taking a close look into the day to day lives of the Bird brothers, focusing on the studio, the fabric and the English towns such cloth is sourced from, beautiful pictures of the Scottish Highlands, Pattern cutting and Liberty fabric choosing. When the three minute promotional video has come to an end, models will begin to walk down Savile Row wearing the collection. Crowds will create a path (instructed by security) and an upcoming, underground, hip hop or electro musician will start to play live. The catwalk will be filmed for the websites ‘look book’ section and later promotional events. Style of the catwalk (Models): Baseball jackets worn over and under blazers American sweat pullovers teamed with British wool tailored trousers Backwards baseball hats / beanie hats worn with classic tailored shapes Male staff and security will be dressed in House clothing accordingly.


house launch event press pack House by House of Billiam Pizza box Inside: Look Book Press Release House contact information for buyers/press HOUSE by House of Billiam X Liberty pocket square USB: high res AW13 look book images for press use


house launch event house will invite 300 guests from relevant press, retailers, editors and industry people accordingly

Mr Porter Dover Street Marker Dazed and Confused Port Jocks and Nerds Nowness It’s Nice That Hype Beast Selfrdiges Liberty Hype Beast Slam Hype Huh Magazine GQ AnotherMan The Gentleman Esquire Woodhouse Oki-Ni Vogue Homme The Green Soccer Journal HERO magazine Clash Magazine Mens Fudge Magazine Volt Magazine Huge Magazine 125 Magazine My Wardrobe Mens

OiPolloi Four Marketing Drapers Online Opening Ceremony Manufacture and Industry Collette Sunday Times Style Barneys Bergdorf Goodman Saks Fifth Avenue Henri Bendel Barneys New York Jeffrey NYC Bloomingdales Macy’s Lord & Taylor Harvey Nichols Intermix Hirshleifers British Fashion Council Spring Studios The Londoner The Sartorialist Bryan Boy Bobby Hundreds Secret Forts blog Tres Bien blog A continuous lean blog

ASOS Coggles High Snobiety blog Put This On blog Kempt blog How to Talk to girls at parties blog Urbane Menswear blog Put This On blog Gaws blog Thackerys Wesc Permanent Style blog Two Inch Cuff blog Oooooo Menswear Bryan Boy Buckets and Spades Style.com Guardian The Stylist The Sunday Times -Style Metro Evening Standard Savile Row Tailors


house by House of Billiam

aw 13 press release London, March 2nd, 2013 – ‘ House by House of Billiam is the diffusion line behind the bespoke, varsity, London brand; House of Billiam. The first House collection sets out to pioneer the collaboration of two distinctive styles; sartorial X streetwear. We wanted to explore menswear fashion from a different angle, deconstruct its tired stigma and make sartorial history visible. We feel strongly that Britain is a country housed with pride when it comes to hand made, luxurious clothing. The infamous Savile Row houses the world’s finest tailors, and unassuming Northern English villages supply the world with the best in luxurious fabric. Consequently, the House team has researched England’s most historical manufacturers to bring you the finest in wool and lambs nappa leather, in keeping with the Savile Row eye of quality tailoring.

House of Billiam roots itself in urban culture, on the contrary this street wear aesthetic veils the well tailored, made in Britain work ethos that the Bird brothers stand for. Thus, the House line is pursuing its sartorial nature and bringing you a day-to-day wardrobe of stylish menswear essentials. For the AW13 collection we have created; tailored trousers of the finest British wool, loose fitting crisp white shirts, waxed macs and quality cable knits- all of which are designed to be worn with the House of Billiam, notorious American varsity jackets. House aims to revitalise this tired tradition of sartorial wear, emerging it into a modern retrospective via a specific conduct of styling. The urban man and the dapper man are united in the House AW13 collection as varsity jackets are controversially styled with tailored suiting. And since a significant part of British fashion history is preserved in the classic tailored suit, we felt this was something that deserved to be recognised and shared within a modern cultural context.’

Press Release London March 2013


time line

create website and look book hire website staff and social media intern send invites for event commence Postcard/Press release project launch website premotional event set up promotional event night liberty and dsm receive stock banners promotion articles stockists receive magazine accordingly financial and Media success review new stockists review

June 2013


time line

Sept 2013

April 2014


Promotional Launch