Communication Plan, Lars Wallin

LARS WALLIN

Lars Wallin TIMELESS WITH AN ATTITUDE Nathalie Larsson BA Fashion marketing & communication, Level 6, 2018-2019 Communication Techniques and Strategy 3, CWK1 Teachers: Jaime Romeu, Mauricio O´Brien Word count:

Table of Contents 1. Introduction 2. Trends 3. Objectives 4.

Communication Strategy

5.

Media Plan

6.

PR Plan

7. Events 8.

Cross Experiential marketing

9.

Consumer Engagement

10.

Sponsoring and product placement

11.

The team

12. Budget 13.

Year chronogram

14.

Annex: Initial brief

15. Bibliography 3

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Introduction When it comes to Swedish couture one name stands out and it is Lars Wallin. With plenty of prestigious awards as well as being a Swedish Royal Court designer the brand is without a doubt one of the most well-established luxury brands in Sweden. With the focus on timeless and elegant looks combined with the best of modern influence Lars Wallin will always create the perfect outfit for any important occasion. It is the perfect brand for the woman seeking something unique to impress with at any situation.

Since there is an increasing demand to be your own and having one of a kind looks the brand will take a leap forward to conquer one of the oldest fashion cities with a heritage like none other, London. The city of London is the home to some of the world’s biggest brands and with its huge royalist tendencies and the class it upholds it is the natural next step for the brand to open up its doors in. This will be done by an elaborate marketing plan that stretches out through the year of 2020 containing fabulous events around some of London’s most attractive places with the lovely Emilia Clarke as brand ambassador.

It will all end with an atelier opening in the heart of London where women will be able to get the finest couture and the first step in becoming London hottest brand.

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objectives •

Expand brand to the luxury market in UK maintaining company values and identity

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Generate Brand Awareness

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Create opportunities to expand global in a long term

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Increase Sales of the brand

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Transmit the ethical values of the brand

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Create unique communication

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Generate Opinion and receive earned media by word of moth

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Create an emotional long-lasting relationship, H2H with the target

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Interact and engage with the audience

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Achieve strong ROI

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Global Trends Being up to date with the latest trends within the luxury market is essential for Lars Wallin not only to differentiate the brand from other players but to astonish and amaze the costumer’s expectations.

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OBJECTIVES - Be in the know with what luxury brands are doing to find new trends relevant to Lars Wallin - Differentiate the brand from other players and find gaps in the market - Astonish and amaze consumers expectations

1. AMAZON

Artificial Intelligence

2. ARMANI

Consumer Customization

Amazon senses and understands many of the things the consumers buy, the more the consumer buy the more in tune it will become and recommend the things that the consumer may not even have known he/she wanted.

Offering brandishing perfume bottles of the new perfume YOU, where a personal message or your initials can be engraved for the perfect bespoke gift. The focus has been shifted from possessions to experience and the importance of costumer personalization is crucial. Consumers of today values authenticity, heritage and personal experiences.

Globalization / online selling

Following the royalties

3. NET-A-PORTER

With the right tools of today it´s easier than ever for brands to globalize their distribution. Online selling is booming the market, connectivity and digital data flows increasingly and many brands are putting all their focus only on online sources.

4. THE ROYALS

British monarchy is the strongest monarchy in the world and the people of Brittan have always put a huge trust in their royalties. The royal family is always in the spotlight and where they go people follow. Therefor for its always wise to follow the Windsors trailblazers.

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Global Trends

5. UNIQLO

Asian Pioneers

Thanks to innovative technology companies and a huge online market, Asian competitors are able to assert their position as leaders of fashion trends instead of following the west world.

Having world famous live, popular musicians and singers on stage during the fashion show as well as using utilizing technologies. Victoria Secret has become one of the worlds most viewed shows and taken the ordinary fashion show to a whole other level.

Virtual Reality

New Payment methods

7. RNLI

VR offers a powerful tool of engagement and it has the capability to show exactly what happens in a given situation.

Charity organizations such as The RNLI (Royal National Lifeboat Institution) was one of the first organizations using VR to display a situation in a lifeboat.

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6. VICTORIA SECRET

The New Fashion Show

8. APPLE

Rec ent technology creates new ways for more alternative payment options. The Apple wallet is a convenient payment method used only from a mobile phone where its enough only blipping the phone against the card machine.

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THE COMMUNICATION

STRATEGY W

ithin this section the three stages of a communication plan will be declared, the launching, positioning and consolidation.

Objectives: - Create the right strategy to achieve desired outcome - Implement the global trends into the communication strategy - Be aware of the time frame of different stages of the plan - Create a communication strategy that attracts VIC and VIP

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1

2

3

LAUNCHING

POSITIONING

CONSOLIDATION

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The Communication Strategy

MEDIA RELATIONS AND MEDIA PLAN Offline Media Outlets Onlie Media Outlets Online Social Media PR PLAN Opinion Leaders Plan Ambassador plan Influencers Plan EVENTS Fashion show Store Opening Fabulous Charity CROSS EXPERIENTIAL MARKETING Lars Wallin x Urban Decay CONSUMER ENGAGEMENT PLATFORMS SPONSORING AND PRODUCT PLACEMENT

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1

LAUNCHING PHASE

2 02 0 - 2 02 2

- Launch the campaign “Timeless with an attitude” in Great Brittan.

- Create unique communications to be one step ahead from competitors.

- Generate an emotional connection, H2H with the target audience around the new collection.

- Implement brand positioning.

- Create a long-lasting relationship with consumers.

- Revolutionize the women’s haute couture market.

2 3

POSITIONING PHASE

2 02 2 - 2 02 4 CONSOLIDATION PHASE

2 02 4 - 2 02 6 17

edia Plan General Key Message “Timeless with an Attitude�

- Lars Wallin appeals to women that love handcrafted quality design

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- The campaign transmits elegance with an edge, combining controversial ways with the unexpecting contrast of edgy.

- Respect and elegance towards heritage, art and culture

The Media Plan The media plan presents all the different channels and approaches to promote the brand LARS WALLIN and the new TIMELESS WITH AN ATTITUDE campaign.

Tools such as publicity, advertisement and main/special stories will be used to advocate the brand properly. A strategy for promotions and advertisement will be created by placing the brand in both the local British market and in the world-wide magazines.

With an aim to cover the total key market nationally and internationally in the long term.

TARGET MEDIA:

OBJECTIVES:

- International media focused on woman’s premium fashion

- Introduce Lars Wallin to the British market with a high-class appearance

- Media directed towards special moments

- Launch Timeless With An Attitude campaign in media to generate traffic

- Media both local in UK and word wide

MEDIA ACTIVITIES: -Publicity (PU) -Main Stories (MS) -Special Stories (SS) -Advertising (AD -Editorials (ED)

- Generate opinion that helps to crate opinion within the key market - State a clear brand image in the UK - Create Opportunities to expand globaly

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TARGET MEDIA

ELLE UK https://www.elle.com/uk/ PU: Press release about new Lars Wallin collection MS: Emilia Clarke coverpage SS: TIMELESS WITH AN ATTITUDE campaign AD: Classy, timless and seductive photoshoot ED: Couture dresses from Lars Wallin

VOGUE UK https://www.vogue.com/uk/ PU: Press release about new Lars Wallin collection MS: Amelia Windsor dressed in Lars Wallin SS: TIMELESS WITH AN ATTITUDE campaign AD: Classy, timless and seductive photoshoot ED: Couture dresses from Lars Wallin

BRIDES UK https://www.bridesmagazine.com/uk/

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PU: Press release about new Lars Wallin collection MS: Alexa Chung dressed in Lars Wallin SS: TIMELESS WITH AN ATTITUDE at the RITZ AD: Emilia Clarke in Lars Wallin dress ED: Couture Jewlry from Lars Wallin

THE ROYAL LIFE UK https://www.royallifemagazine.co/uk/ PU: Press release about Creativity and freedom MS: Alexa Chung dressed in Lars Wallin wedding dress SS: TIMELESS WITH AN ATTITUDE at the RITZ AD: Emilia Clarke in Lars Wallin wedding dress ED: Romantic shoot with pices from Lars Wallin

THE LONDON MAGAZINE https://www.thelondonmagazine.co/uk/ PU: Press release about new Lars Wallin collection in the UK MS: Emilia Clarke coverpage SS: TIMELESS WITH AN ATTITUDE campaign celebrating the history of the UK

AD: Classy, timless and royal inspired photoshoot ED: Couture dresses from Lars Wallin

HARPERS BAZAAR https://www.harpersbazaare.com PU: Press release about the Atelier opening MS: Amelia Windsor dressed in Lars Wallin SS: Lars Wallin designer AD: Classy and timless with an edge of attitude ED: Couture dresses from Lars Wallin

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SOCIAL MEDIA Online social media will be focused on reaching a broader audience that can be inspired, encouraged and influenced by Lars Wallin online channels. The campaign will create the main focus on Instagram where the largest follow ship is, as well as a Facebook page will be created that will be in line with the new campaign.

INSTAGRAM Instagram will be the main feature of use of Lars Wallin social medias and will be updated 2 times per day. Displaying new updates and pictures related to the campaign TIMELESS WITH AN ATTITUDE to receive efficiency and leads to the brand. The objective for the brand is to generate traffic and earn media by applying the two step flow model, where influencers and people share posts uploaded by Lars Wallin.

FACEBOOK

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Due to the brand never been active on Facebook a Lars Wallin page will be created. Where the brand will generate reading content that is coherent with the new campaign and positive news within its key market affecting the brand. The Facebook page will be in context with sharing events of the brand, referring to hyperlinks and contact info for the new Atelier in London.

@Lars Wallin

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LARS WALLIN

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PR PLAN The PR plan details the steps when implementing the brand in to the key market with the help of brand ambassadors, opinion leaders and influencers of Lars Wallin.

GENERAL KEY MESSAGE

- Lars Wallin appeals to women that love handcrafted quality design

OBJECTIVES

- The campaign transmits elegance with an edge, combining controversial ways with the unexpecting contrast of edgy.

- Generate leads and sales

- Respect and elegance towards heritage, art and culture

- Increase revenue

- Choose the proper people to represent Lars Wallin and transmit the campaign message - Create a relationship with the key market via word-of-mouth

TARGET PEOPLE

- Impact the final consumer

- Upper class representatives that upholds the values and character of the brand

- Follow the H to H trend – Humanizing the brand (putting a face to the brand)

- People who can create a relationship with the brands key market - People generating leads and sales

TYPE OF PEOPLE

-Ambassador

- Opinion Leader - Influencer

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The Brand Ambassador

hat we want

emilia clarke Emilia Clarke stole our hearts when she first took the screen as Daenerys Targaryen, Mother of Dragons in Game of Thrones. She’s a strong, powerful woman on a mission, and won’t let anyone get in her way. Emilia represents and personifies the brand Lars Wallin due to her strong character and sophisticated style. She has a strong passion for dresses and always attends the red carpet in the latest designs of new upcoming designers. Clarke have activity and big enthusiasm for art and she is all about giving back to the society, supporting many organizations and charities. She will use her personal social media where she has 16.7 m followers in order to extend the reach of a larger scale of audience for the campaign. Being the face of the TIMELESS WITH AN ATTITUDE campaign is a great opportunity for Clarke in order to back up a high fashion brand that supports art and history as well as connecting with the right audience and target market.

- Represent the brand positively in a multitude of settings - Participating in event marketing - Being an opinion leader in her community - Promoting the brand via her personal social media accounts - Attend events preforming product demonstrations - Guaranties of non-competition

hat we offer - Fixed economical compensation - Custom made Lars Wallin products and dresses - Media exposure and promotion - Charity money for an art and history organization - Top of the line transportations, hotels and dinners when attending events related to the brand

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Opinion Leaders and Influencers

Opinion Leaders and Influencers For the Lars Wallin campaign TIMELESS WITH AN ATTITUDE it chosen to invest a big amount in having a world known brand ambassador. This is to help the brand achieve communication and sales goals within its key market as well as printing a well-established image internationally in order to reach the target and implement our idea.

However, collaborating with opinion leaders and influencers has an important role to create the proper fanbase. The goal is to target a niche group of the prestige market rather than a huge amount. Therefore a few well elected influencers are chosen to represent Lars Wallin to create the right buzz surrounding the brand.

hat we want - Increase brand awareness - Attending events created by Lars Wallin - Wearing Lars Wallin in social events - Naming the brand name, campaign or products in interviews - Use their personal social medias to promote the brand

EMILIA WINDSOR OPINION LEADER Lady Amelia Windsor is an English fashion model and member of the British royal family. Has a big influence on British fashion in social media channels.

hat we offer - Referral economical compensations - Clothing allowance (2 couture items) per season - Media exposure and promotion - Top of the line transportations, hotels and dinners when attending events related to the brand

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ALEXA CHUNG INFLUENCER The British fashion influencer, writer, television presenter, model and designer with 3.2 M Instagram followers

he The following section introduces the events the brand will be organizing during the years of 2020 and 2021. In order to promote and engage clients and our target audience.

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Event Order: 1.

Fashion Show 2.

Charity Event 3.

Atelier Opening 4.

Fabulous Event

vents Objectives:

- Infuse with British spirit & define tailor made details in our events to connect with new retail channels.

- Create engaging experiences meeting both rational & emotional expectations of the audience.

- Evolve events with tangibility to build intimacy & authenticity evoking emotional responses connected to the brand - Rise awareness to a large audience, nearly every target group will be reached.

-Create a strong buzz around the brand to create curiosity and content on mass media channels

General Key Messages - Lars Wallin appeals to women that love handcrafted quality design - The campaign transmits elegance with an edge, combining controversial ways with the unexpecting contrast of edgy.

- Respect and elegance towards heritage, art and culture

People Involved - Brand ambassadors and opinion leaders - Celebrities and upper classers - Royalties - Buyers - Media

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he

ashion show The fashion show will be the main event that reflects on the campaign “Timeless with an attitude�. We will put all our efforts on this one show to engage, connect and show the collection ready to wear by Lars Wallin.

Our strategy is to connect to the Brittan ways by walking down memory lane through British heritage. Therefor it will be held at the British national museum a place full of timeless history. To create the perfect atmosphere and provide a night of remembrance the well know British band Kaiser Chiefs will be playing as a tribute to the creation of punk that in its way shaped England.

Our team will be present in order to make sure the major buyers of retail will be approached in the proper way.

Since its essential for them to completely immerse in the experience of the show and achieve a great appreciation for the clothes.

When

7 February

Place

natural History Museum London

Creative Concept

Timeless with an Attitute 32

Invites

Brand ambassador, celebrities, royalties, magazine editors, buyers, opinion leaders, upper classers and influencers

CHRONOGRAM FASHION SHOW: Morning: Press 11am to 1pm, invite 10-15 VIP journalists (Tv-reporters, Magazine editors and Online editors) With the objective to increase high press coverage. There will be press kits including press realize and information about the company handed out in the end of the event.

Afternoon: Fashion show 6pm – 7pm, Invite opinion leader’s VIP journalists, Brand representative and ambassador, after the fashion show, exclusive one on one interviews with the designer will be held for VIP journalists.

MEDIA STRATEGY: Stories of the brand heritage and the designer history Stories discussing fashion and social the British Punk now and then Natural history museum heritage INTERVIEW PLAN: Designers: BoF, Brittish Vogue, Mojo, Brides FOLLOW UP: Press realize, newsletter, personalized thank you letters to VIP and VIC

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Alexa Chung

INVITATION The invitation will be inspired from the historical royal scrolls sent by physical mail to all guests. Containing gold details aligned with the new Lars Wallin era. The invitation will be an introduction to the fashion show introducing TIMELESS WITH AN ATTITUDE.

Victoria Beckham

SPONSORS Main: THE RITZ LONDON Technical: Toni & Guy, Botegga Gold Commercial: The Vinyl Factory Institutional: Natural History Museum London

Elton John

GUEST Brand Ambassador Opinion Leaders Influencers VIP Journalists VIC VIP Celebrities

amelia windsor

EVENT MOOD This fashion show brings together historical, cultural and artistic aspects. Brining our guest on a trip down memory lane in order to create a wonderful experience that will make an everlasting memory.

Meghan Markle, Prins Harry Keira Knightley

Guests

Event Moodboard

T I M E L E S S W I T H A N AT T I T U D E

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harity evnet To be part of the universe of luxury contribution to the society is key.

The art council of England is an organization created with believes that great art and culture inspirers, teaches and brings us together and the world around us. They champion, develop and invests in artistic and cultural experiences. An organization that enriches peoples lives by investing and supporting art, museums and libraries all across England.

The event is designed to gather money and build intimacy & authenticity evoking emotional responses connected to the brand in order to donate money to ensure that a steady flow of art always will be present in our lives.

The event will be a dedication to the beautiful mind of the creatives. To create a strong memory of the event new technologies will be applied where you physically donate to charity by tapping your card and becoming a part of the creation of change.

When

15 April The World Art Day

Place

Victoria and Albert Museum london

Creative Concept 36

Creativity and freedom

Invites

Brand ambassador, celebrities, famous artists, best consumers of the uk, opinion leaders, upper classers and influencers

CHRONOGRAM: Morning: Press 9am to 11am, invite 10-15 VIP journalists (Tv-reporters, Magazine editors and Online editors) With the objective to increase high press coverage. There will be press kits including press realize and information about the company handed out in the end of the event.

Lunch: Charity Event 13pm – 15pm, Invite opinion leader’s VIP journalists, ambassador, Celebrities, influencers, primary and secondary target

MEDIA STRATEGY: Gather money for the Art Council of England.

Selective message about the campaign, the values and news about upcoming events Photo wall with the Lars Wallin logo and logo of The Art Council at the entrance, to receive press coverage with celebrities posing with the logos (although no press will be allowed inside) INTERVIEW PLAN: Brand Ambassador: BoF, Bazaar, Elle, London Magazine FOLLOW UP: Press realize, newsletter with information of contribution details, personalized thank you letters to VIP and VIC

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Guests

SPONSORS Main: Urban Decay Technical: Lavazza Coffee, Swatch Institutional: Victoria and Albert museum

Jamie Oliver

Emma Watson

GUEST Brand Ambassador Opinion Leaders Influencers VIP Journalists VIC VIP Celebrities active with charity

Alexa Chung

amelia windsor

EVENT MOOD To create an imprinted a long-lasting memory, one shall physically be a part of an act to feel an emotional connection. New technologies of contactless donation screens will be used at this event to create the feeling of physically giving back. To honor the Victoria and Albert museum models will be standing on pillars posing as the great statues of art while wearing the collection of Lars Wallin.

INVITATION:

LARS WALLIN Charity Event

Ms. Emma Watson Lars Wallin invites to the

C r e at i v i t y 38

and

F r ee d o m

event

A afternoon dedicating the beautiful minds of the creatives 15 April 13pm The World Art Day

Place: Victoria and Albert Museum London

Cromwell Rd, Knightsbridge, London SW7 2RL

Event Moodboard

T I M E L E S S W I T H A N AT T I T U D E

he

abulous evnet Since first opening the doors in 1906 the Ritz London has been one of themost prestigious venues in the world throughout the 1900s until today.

From famous icons such as Charlie Chaplin to King Edward the VII (former prince of Wales) it has always been a hot spot for socialites.

Due to it’s astonishing history and class the Ritz upholds, the famous hotel is the most suitable site to hold a banquet worthy of the brand Lars Wallin and its customers.

The Banquet will be an homage to fashion and tradition. It will highlight Lars Wallin as a brand of values and class that never will go out of touch, just like the Ritz.

When

22 Agust

Place

the ritz london

Creative Concept

Traditionally Fashonable

Invites 40

Brand ambassador, celebrities, famous artists, best consumers of the uk, opinion leaders, upper classers and influencers

CHRONOGRAM: Morning: Press 9am to 11am, invite 10-15 VIP journalists (Tv-reporters, Magazine editors and Online editors) With the objective to increase high press coverage. There will be press kits including press realize and information about the company handed out in the end of the event.

Evening: Fabolus Event 20pm – 00pm, Invite opinion leader’s VIP journalists, ambassador, Celebrities, influencers, primary target a few selected VIP journalists without cameras.

MEDIA STRATEGY: Honor the history of the Ritz and celebrating the icons that created it´s reputation Photo wall with the Lars Wallin logo at the entrance, to receive press coverage with celebrities posing with the logos (although no press will be allowed inside, Lars Wallin will have their own photographer) Fashion and celebrity publications

INTERVIEW PLAN: Brand opinion leader: Vogue, The Royal Life, Elle

FOLLOW UP: Press realize, newsletter with information of contribution details, personalized thank you letters to VIP and VIC

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Mr. David Beckham Lars Wallin invites to celebrate the icons of the ritz history

On a night mixing fashion with history

david beckham

banquet dinner

Alexa Chung

WALLIN

Meghan Markle, Prins Harry Al Pacino

LARS

amelia windsor

SPONSORS Main: London Magazine Commercial: Evening Standard Technical: Carabao, Evian

Amy Jackson

GUEST Brand Ambassador Opinion Leaders Influencers VIC VIP Celebrities being a part of the Ritz history

Victoria Beckham

EVENT MOOD The banquet event celebrates the history of the Ritz and all the icons staying there such as the princess Diana, Charlie Chaplin and Queen Elisabeth.

cara delevingne

Guests

22 Agust 20.00pm Banquet at THE RITZ London

150 Piccadilly, St. James’s, London W1J 9BR

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Event Moodboard

T I M E L E S S W I T H A N AT T I T U D E

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telier opening It’s crucial according to our strategy to invest the majority of our event budget in the store opening. This is where we will present the brand and receive future follow ships.

Due to the brands prestige personality and high-quality, a luxurious atelier will be opened instead of a store in the heart of London. The Atelier will be a space for tailor made dresses as well as suits and accessibility to Lars Wallin jewelry and accessories. The new space will have the aesthetics of an older classic atelier yet with a modern touch to combine the best features of old and modern times.

What we aim to accomplish with the opening is that every woman in need of something unique to wear will know where to find it.

With impeccable service along with the luxurious atmosphere it will be the perfect place for London women to get that little extra that is missing from regular stores.

When

12 November

Place

piccadilly circus, london

Creative Concept

Fashion with an edge

Invites

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Journalists, brand ambassador, celebrities, influencers, opinion leaders, best consumers of the uk, opinion leaders, upper classers and influencers

CHRONOGRAM: Morning: Press 9am to 11am, invite 10-15 VIP journalists (Tv-reporters, Magazine editors and Online editors) With the objective to increase high press coverage. There will be press kits including press realize and information about the company handed out in the end of the event.

Afternoon tea: VIP visits 15pm – 17pm, Invite opinion leader’s VIP journalists, ambassador, Celebrities, influencers, primary target a few selected VIP journalists without cameras.

Evening: Main Event 10pm – 1am

MEDIA STRATEGY: Communicate the new atelier and the tailormade, high quality designs it offers Fashion, celebrity and VIP stylists publications

INTERVIEW PLAN: The Designer: Vogue, The Royal Life Brand Ambassador: Exclusive interview in Elle

FOLLOW UP: Press realize, newsletter with information of contribution details, personalized thank you letters to VIP and VIC

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SPONSORS Main: Alex Longmore Commercial: Etihad Airways Technical: Allied Bakeries, Charles Heidsieck

Alexa Chung EstĂŠe Lalonde

GUEST Brand Ambassador Opinion Leaders Influencers VIC VIP Celebrities VIP press

Keira Knightley

EVENT MOOD To accomplish the best combinations between timeless with an within a every day style, stylists will be presents during the event giving advice how to mix and match high couture clothes with more basic classics.

Drinks and small deserts will be served during the event while the live music is playing.

amelia windsor

Guests

LARS

WA L L I N

and experience

The New Lars Wallin Atelier On a night mixing fashion with history

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Coctail Party 12 November 22.00 The Lars Wallin Atelier

155 New Bond St, Mayfair, London W1S 2UB

Emma Hill

Lars Wallin invites to discover

david beckham

Mr. Sam Smith

Meghan Markle, Prins Harry Sam Smith

TIMELESS WITH AN ATTITUDE

Event Moodboard

T I M E L E S S W I T H A N AT T I T U D E

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Timeless with an Attitude

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Cross Experiential Makreting C O L L A B O R AT IO N x In order for Lars Wallin to create an opportunity to grow worldwide, a collaboration with the well-established make up brand, Urban Decay will be formed. This enables the brands to discover a new audience while adding value to their labels.

OBJECTIVES: - Generate new sales by receiving exposure of another luxury brand with new consumers that might be interested of the products offered by Lars Wallin.

- Add value to the brand image by collaborating with a world known brand.

- Reach a wider target, by providing new product categories

imeless with an Attitude

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Urban Decay, one of the world’s leading professional make up brands with products millions of makeup lovers enjoy every day. Offering an endless array of high-performance cosmetics, with tons of shades and finishes, you´ll never run out of options.

Beauty with an edge, is their core message that is made sure to cover by offering a whole spectrum of all makeup characteristics. Urban Decay is the first brand that entered the prestige make up market offering every color of the rainbow.

Today the brand is most known for their high-performance eyeshadow pallets used by professionals and every day users all around the world. The brand celebrates diversity, individuality and independence in all ages, makeup is supposed to make a woman’s true colors shine through. Nowadays, their costumer have the availability to buy their high-quality cosmetics in over 40 countries worldwide.

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x Lars Wallin will design a limited-edition collection for the prestige makeup brand Urban Decay. Providing an everlasting, tailor-made eye shadow pallet.

In luxurious high fashion colors that goes hand in hand with the vision timeless with an attitude�. Featuring a sustainable packaging with the option for the consumer to handpick their favorite colors of the season and in the long term refill it with new ones.

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BENEFIT:

BENEFIT:

Brand Exposure

Creativity from a talented designer

Stronger brand image Increase Sales Connecting on an H2H level with the secondary target

Featuring new unique solutions for sustainable products Interacting with consumers by letting them tailor-make their own personal makeup pallets Increase sales, due to refillable colors

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o whom we are addressing From Monarchs to modern royalties

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The m e morable o c casi on seeker

Driven by Status

Driven by Love and happiness

Calm, sophisticated and elegant is the three words that describes her.

In her 30´s. Comes from a wealthy background where it is expected of her to wear high-end couture and astonishing makeup as she is the eye of the public. Whether she is royalty, a celebrity or influencer her common desire is to be elegant with an edge.

In her 20´s. She desires for creating a special moment, such as a wedding, gala or a party.

Therefore, she seeks for unique designs that is customized and personalized to prevent being caught wearing the same outfit as anyone else.

She values long lasting products with quality and loves an attention to details.

rands &

xperiences they favor

Sit back and breathe easy

Status Seeking

With a hectic lifestyle they thrive to preform everything with perfection while competing with everyone around them. Therefore, a moment in a calm and relaxed environment to compose oneself is well needed.

To be considered and represented with high Status is crucial for them and therefore they seek to be seen in luxurious surroundings such as exclusive department stores.

Opera and balett Spa Hair dresser Beauty salons

Harrods Liberty The Shop at Bluebird Selfridges

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hat are competitors doing?

Customizable Fashion is the rise Dolce & Gabbana tailor-makes the new bags, sneakers and t-shirts.

Bride to be Kate Spade x Keds. For spring and summer bridesto-be who doesn’t like to wear heels with their wedding dress, but are still seeking something with a touch of glamour. Kate Spade x Keds designed elegant sneakers that goes in style with a wedding dress.

Makeup collaborating with luxury fashion 56

NARS x Erdem. During London Fashion Week, beauty brand NARS announced its first collab with designer Erdem Moralioglu.

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onsumer Engagement Engaging consumers with the brand in their everyday environment will introduce the brand on a more personal level where it becomes not only a garment provider, but a part of a lifestyle.

This will create an emotional benefit for the consumer as well as larger sales opportunities for Lars Wallin.

OBJECTIVES:

- Create sales opportunities - Intergrade connections to the brand with the audience every day individual environment.

- Achieve power and elitism within the key market - Increase engagement with the consumers

IMELESS WITH AN ATTITUDE HIGHEST NEED: Achieve success KEY DRIVERS: Creativity, Quality, Ambition KEY EMOTIONAL BENEFIT: I’m the sophisticated woman that is always socializing and driven to dress for successes

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BRAND ROLE: Lars Wallin makes me stand out from the crowds

LARS

WA L L I N IMELESS WITH AN ATTITUDE

SOCIETY GIRL

THE BRIDE TO BE

FASHION LOVER

FROM ONE SOCIAL EVENT TO ANOTHER

WEDDING DREAMER

TREND SEEKER

SPA DAY

WEDDING BOOK

INFLUENCING GET-TOGETHERS

1. SPA 2. DESIGN 3. FASHION SHOW

1. GUIDING 2. INFORMATIVE 3. RECOMMENDING

1. ARRIVAL 2.INTERACTION 3. EXPERIENCE

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WEDDING BOOK Lars Wallin will together with a writing specialist and a creative team publish a wedding book that guides the bride to be through the prosses of planning a wedding. Step by step from choosing a dress to designing the perfect wedding cake everything to avoid becoming the “bridecilla�. The book will exclusively be launched in the UK market where it will to begin with only be available in a few numbers of copies that will be signed by Lars Wallin himself. The book will offer fashionable recommendations and create a stronger connection with the audience, by sharing every step of their special day with advice from the one and only LARS WALLIN.

INFLUENCING GET-TOGETHERS At a few special selected dates through out the year an influencing get to gether will be held at the Atelier after closing hours. It will be held by Lars Wallin himself or another high representative of the brand aswell as Lars Wallins best designers. The invites will go out to influencing customers that can help the brand establish more dominance over the British market. The invitees will get the chance to come up with creative ideas and get to see how fashion is created on a first hand basis. They will be able to talk to the Lars Wallin creative team and ask questions while in the same time mingle and get new valuable Contacts in a private environment.

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SPA DAY AT THE MANDARIN The ateliers most exlusive customers will get a yearly invite to the luxurios day spa at Mandarin Oriental in London. It will include a private show of Lars Wallins new collections accompanied with a specialy designed spa kit including a bath robe and slippers made by Lars Wallin himself as a limitid edition.

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ponsoring and product placement The Crown Sponsoring and product placement are crucial to create the right representation of the brand as well as creating promotion and visibility from an external activity.

Objectives:

- People start to associate the brand with relevant people and activities - Create visibility for the brand and word of moth from its audience - Generate a deeper bond between the brand and its audience through establishing visibility within their interest and territory

roduct placement Lars Wallin will do product placement in the new season of the world-famous Netflix series THE CROWN premiering in 2020. Lars Wallin will be working closely with the team of the series to select the right key pieces from the Lars Wallin collection that will be showcased.

Princess Margareta may have been a secondary role in the royal family although she was impossible to ignore, she was glamorous, intelligent and passionate and always seemed to steal the spotlight. She was one of the worlds most photographed women and loved her fashion. Today she´s portraying by Vanessa Kirby in the series THE CROWN. She is the perfect character to address and personify the brand due to her strong personality and sophisticated style.

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ponsoring

Lars Wallin will be one of the main sponsors at the Royal Ascot during 18th-22nd June 2021.

The Royal Ascot is Britain’s most valuable race meeting, attracting some of the world’s finest racehorses competing for millions of pounds. The event is yearly broadcasted to audiences around the globe and many royalties, lords and uppercases attend the social occasion.

This is a great opportunity for Lars Wallin to create visibility in their key environment to connect with their target audience.

Royal Ascot

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he Team The effectiveness of a company depends on communications, both internal (between CEO and staff) and external (customers, suppliers and the public).

Therefore, when organizing our communication team its extremely important to provide the right structure of the people contributing in order to reach our long-term objectives.

Objectives: 64

- Create a good and effective team structure of directors and subordinates - Build an efficient internal communication - Choose the right characteristics that match our brand identity

Worldwide Communication Director

MMA SHANLEY

REGIONAL MEDIA DIRECTOR

REGIONAL PR DIRECTOR

REGIONAL DIGITAL DIRECTOR

REGIONAL EVENTS DIRECTOR

REGIONAL RETAIL DIRECTOR

Press Driector

Data Director

Advertising Director

Protocolo

Strategic Planning Director

Regional Art Director

Strategic Planning Director

Showroom Director

Art Director

Creative/Art Director

US Producer

External Relations Director

VIP directors

Content Director

Regional Planning Director

Merchandising / Visual Director

Copywritter Director Market Innovation Director

Experience Instore Director CRM Director

Community Manager

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he Budget Creating a budget is crucial when developing a communication plan, it will help the brand keep within its spending plan and retain it out from debt. Creating a well structured budget allows the brand managers to keep a focused money goal and helps organize spendings and savings.

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OBJECTIVES:

- Determine all expenses to ensure always having enough money for the things needed - Determine the ROI after sales - Build an investment that contributes to visibility, sales and revenue for the brand

TOTAL MEDIA PLAN ELLE UK VOGUE STRUCTURE OF COST BRIDES PLAN MEDIA PR PLANWEDDING ROYAL SOCAIL MEDIAMAGAZINE THE LONDON MEDIA PLAN FASHION SHOW HARPERS BAZAAR ELLE UK FABULOUS EVENT TOTAL VOGUE CHARITY EVENT BRIDES ATELIER OPENING PR PLANWEDDING ROYAL SPONSORING & PRODUCT PLACEMENT BRAND AMBASSADOR THE LONDON MAGAZINE CROSS EXPERIENTAL MARKETING OPINION LEADER HARPERS BAZAAR CONSUMER ENGAGEMENT INFLUENCER TOTAL TOTAL TOTAL

Subtotal

290 200 EUR 42 000 EUR 57 000 EUR COST REPRESENTATION 29 000 EUR 202 6 200 19 000 EUR 402 21 000 EUR Subtotal 394 34 700 000 EUR 42 000 EUR 515 500 EUR 202 000 EUR 57 000 EUR 435 800 EUR 29 000 EUR 000 EUR Subtotal 1 072 19 000 EUR 000 4 300 800 000 EUR EUR 21 000 EUR 242 000 EUR 900 000 EUR EUR 34 000 290 200 EUR 500 000 000 EUR EUR 202 10 054 200 EUR 6 200 000 EUR

PR PLANMEDIA SOCIAL FASHION SHOW BRAND AMBASSADOR Photo production Venue LEADER OPINION Video production Stage construction INFLUENCER Staff lights TOTAL TOTAL sound system make up and hair FASHION SHOW staff Venue Models Stage construction Printed lights invitations Live music sound system security make up and hair in house photographers staff in house videographers Models TOTAL Printed invitations Live music CHARITY security EVENT in house photographers in house videographers TOTAL

Subtotal Subtotal subtotal 4 800 000 EUR 150 000 EUR 150 000 000 EUR 900 230 000 EUR EUR 7 000 000 EUR EUR 500 22 000 EUR 8 000 EUR EUR 6 200 402 000 000 EUR 2 500 EUR 9 000 EUR subtotal 12 000 150 000 EUR EUR 65 000 EUR 7 000 EUR 1 8 200 000 EUR EUR 70 000 EUR 2 500 EUR 15 9 000 000 EUR EUR 25 000 EUR 12 000 EUR 30 000 EUR 65 000 EUR 394 700 EUR 1 200 EUR 70 000 EUR Subtotal 15 000 EUR 25 000 EUR 30 000 EUR 394 700 EUR

CHARITY EVENT

Subtotal

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Models Printed invitations Live music security in house photographers in house videographers TOTAL

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65 000 EUR 1 200 EUR 70 000 EUR 15 000 EUR 25 000 EUR 30 000 EUR 394 700 EUR

CHARITY EVENT Venue catering Flowers (venue) Instagram Printing Conctactless donation screens Security Staff Hotel Accomodations Transportation (air, cars) Models Invitations TOTAL

Subtotal

FABULOUS EVENT Venue Food and coctails (venue) Flowers and candels (venue) In house photographers Security Staff Invitations Hotel accomodations Transportation (air, cars) Live Music TOTAL

Subtotal

ATELIER OPENING Location rental price/year Interiour Technological enhacements Music Catering In house photograper Security Staff Invitations Hotel accomodations Transportation (air, cars) Stylists TOTAL

Subtotal

LARS WALLIN x URBAN DECAY PRODUCT RESEARCH DEVELOPMENT PRODUCTION ARTISTIC DIRECTION MARKETING TOTAL

Subtotal

80 000 EUR 50 000 EUR 800 EUR 2 000 EUR 5 000 EUR 15 000 EUR 12 000 EUR 110 000 EUR 95 000 EUR 65 000 EUR 1 000 EUR 435 800 EUR 100 000 EUR 45 000 EUR 1 000 EUR 25 000 EUR 19 000 EUR 20 000 EUR 1 500 EUR 150 000 EUR 100 000 EUR 54 000 EUR 515 500 EUR 530 000 EUR 150 000 EUR 90 000 EUR 10 000 EUR 15 000 EUR 25 000 EUR 13 000 EUR 19 000 EUR 2 000 EUR 95 000 EUR 88 000 EUR 35 000 EUR 1 072 000 EUR 45 000 EUR 100 000 EUR 17 000 EUR 80 000 EUR 242 000 EUR

In house photograper Security Staff Invitations Hotel accomodations Transportation (air, cars) Stylists TOTAL LARS WALLIN x URBAN DECAY PRODUCT RESEARCH DEVELOPMENT PRODUCTION ARTISTIC DIRECTION MARKETING TOTAL

25 000 EUR 13 000 EUR 19 000 EUR 2 000 EUR 95 000 EUR 88 000 EUR 35 000 EUR 1 072 000 EUR Subtotal

SPONSORING & PRODUCT PLACEMENT Subtotal THE CROWN PRODUCT PLACEMENTS THE ROYAL ASCOT SPONSORSHIP TOTAL CONSUMER ENGAGEMENT Wedding Book- Writer specialist Wedding Book- Creative team Wedding Book- Production Wedding book Marketing Catering for the influencial meetings Creative materials Mandarin Oriental spa venue Hair and makeup Models Designed kit

Subtotal

TOTAL

45 000 EUR 100 000 EUR 17 000 EUR 80 000 EUR 242 000 EUR 190 000 EUR 110 000 EUR 300 000 EUR 20 000 EUR 12 000 EUR 45 000 EUR 17 000 EUR 10 000 EUR 1 200 EUR 80 000 EUR 15 000 EUR 20 000 EUR 70 000 EUR 290 200 EUR

STRUCTURE OF COST COST REPRESENTATION MEDIA PLAN 202 000 EUR PR PLAN 6 200 000 EUR SOCAIL MEDIA 402 000 EUR FASHION SHOW 394 700 EUR FABULOUS EVENT 515 500 EUR CHARITY EVENT 435 800 EUR ATELIER OPENING 1 072 000 EUR SPONSORING & PRODUCT PLACEMENT 300 000 EUR CROSS EXPERIENTAL MARKETING 242 000 EUR CONSUMER ENGAGEMENT 290 200 EUR TOTAL 10 054 200 EUR SOCIAL MEDIA Photo production Video production Staff TOTAL

Subtotal

150 000 EUR 230 000 EUR 22 000 EUR 402 000 EUR

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he year chronogram Oct-20 Nov-20 Dec-20 21-Jan Feb-21 Mar-21 Apr-21 May-21 Jun-21 Jul-21 Aug-21 Sep-21 Oct-21 Nov-21

MEDIA PLAN

SOCIAL MEDIA Shoot advertising material Main stories, special stories, editorials sent to magazines Teasers about new Lars Wallin era Advertisings regular post Publications of fashion show Publication about fashion show Publication about fashion show Publications of charity event Publication about charity event Publication about charity event Main stories, special stories, editorials sent to magazines regular post regular post Publication of fabulous event Publication about fabulous event Publication about fabulous event regular post Publication of atelier opening Publications about atelier opening Publications about atelier opening

EVENT MEDIAFABULOUS PLAN

s

Arra

Arra

sp

Arra

arra

ATELIER OPENING LARS WALLIN x URBAN DECAY SOCIAL MEDIA Atelier construction Signing contracts Oct-20 Shoot advertisingbegins material Development of products Nov-20 Main stories, special stories, editorials sent to magazines Teasers about new Lars Wallin era Final aprovments Dec-20 Advertisings regular postof products Production 21-Jan Publications of fashion show Publication about fashion show Feb-21 Publication about fashion show Approve celebrities Approve construction Marketing Mar-21 Publications of charity event Publication about charity event Send teaser Art and design interiour Marketing Apr-21 Publication about charity event Book venue & models Marketing May-21 Main stories, stories, editorials sent to magazines post Book hair &special makeup Launch LARSregular WALLIN x URBAN DECAY Jun-21 regular post Send Invitations Send teaser Jul-21 Publication of fabulousArrange event catering Publication about fabulous event Secure sponsors Aug-21 Publication about fabulous event FABULOUS EVENT Book Stylits Sep-21 Thank you note to VIP & VIC regular post Send Invitations Reorders Oct-21 Publication Publications about atelier opening Follow up press realize of atelier opening Secure sponsors Nov-21 Publications about atelier opening Follow up News letter ATELIER OPENING

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PR PLAN signing contract with brand ambassador Signing contract with opinion leader Signing contract with influencer ange travel plan for brand representatives Influencer publication ange travel plan for brand representatives Influencer publication pecial series of Emilia Clarks social media Influencer publication ange travel plan for brand representatives Influencer publication Influencer publication ange travel plan for brand representatives influencer publication

FASHION SHOW Arrange venue & models book hair & makeup Send invitations arrange meetings for LFW buyers FASHION SHOW Thank you note to VIP & VIC Follow up press realize Follow up News letter

CHARITY EVENT Creative meeting with charity organisation

CONSUMER ENGAGEMENT Writing begins Marketing Final aprovals Wedding Book

SPONSORING & PRODUCT PLACEMENT Meetings with creative team of the Crown Production of dresses for The Crown Send Lars Wallin dresses Sign sponsoring contract

Marketing

Start shooting The Crown Send Lars Wallin Logo for promotion sugestions

Influencing Get-Togethers Marketing

Book venue & models Book hair & makeup Send Invitations Secure sponsors CHARITY EVENT Thank you note to VIP & VIC Follow up press realize Follow up News letter

Sponsoring Royal Ascot

Spa Experience

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Anex

The Breif Name: LARS WALLIN Project Name: Communication Strategy TIMLESS WITH AN ATTITUDE Date of Assignment: 20 December Primary Target: From monarchs to modern royalties, A female audience in the ages of 27-60 that comes from a wealthy background where it is expected of her to wear high-end couture as she has the eye of the public on her. The customer can be placed in different categories such as royalties, celebrities, influencers but with a common need of attending luxurious events. She values wearing high quality clothes and long-lasting accessories with a unique and exclusive style. She can be described as calm, sophisticated and elegant.

This target loves dressing up and wears exclusive designs on an everyday basis and nothing less than couture on special occasions. When finding a brand that fur fills the needs and desires she is seeking she is very brand loyal.

Secondary Target: The memorable occasion seeker, A niche target that are on the hunt for innovative design with the highest quality. It´s a female audience between the ages of 35-50 that acquire an apparel that fulfills their need and desire for creating a special moment, such as a wedding, gala or a party. Therefore, the target has a desire to find a unique design that is customized and personalized to prevent being caught wearing the same outfit as anyone else. When shopping for new apparel she values craftsmanship’s with high quality of materials and production that has an attention to details.

Brand Promise: Timeless designs, shaped with an attitude of excellent elegance that carries a memorable experience.

Brand Character: Luxurious: Attention to details, high quality, couture Sophisticated: Elegant and timeless Excitement: Attitude, memorable experience

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What is the beautiful business issue we are trying to solve, the audience, the opportunity?

We live in a world that progresses fast where everyone is connected and the advancement of technology is at a rapid speed. Despite the fact, surveys claim that happiness do not seem to be increasing in the same speed. In fact, it’s the opposite, people are becoming more depressed and lots of people get the feeling of being stuck. A reflection of this can be seen on the screen where movies are becoming more dystopic. Unlike old times where most clothes where tailormade they now get manufactured in bulk and shipped out across the world. Therefor lots of people and up looking the same and their personality's gets lost with it. As a result, a growing demand to not look like everyone else is on the rise and couture is becoming more popular. Since London is one of the biggest metropolitan cities in the world where money and fashion flows on a daily bases the urge to bring the best of Swedish couture to London is more than ambition, it’s a must.

Lars Wallin will be a fresh beacon of light in a rainy city with a hectic lifestyle.

What is the assignment?

Complete a new successful annual communication strategy/plan for the brand What is the desired outcome, with measurable KPIs?  Globalize  Become known in Europe  Increase Sales  Create a long lasting emotional relationship with the consumer What is the intended source of volume?

Limited edition, wedding and couture What is the core selling message, the single main idea?

Unique and beautiful couture that makes you look impeccable no matter what the situation is.

What is the core audience attitude to the brand, and how do we want to change it?

Current: Sweden – The brand is associated with inaccessible luxury in the Swedish market, its well-known and recognizable for its prestige and unique style. The style is timeless and the brand needs to become innovative.

Desired: Create greater and deeper connection with Lars Wallins target market through personalization and innovative avenues.

What is the core selling message, the single main idea?

Unique and beautiful couture that makes you look impeccable no matter what the situation is What are the mandatories (do´s and don’ts) Do´s: Find the right location for the store to attract the right customers.

Have superb service and easy contact.

Always keep marketing the brand and in the right places (If u can’t be seen, you don’t exist) Don’t´s: Never lose the exclusivity by mass-producing.

Don’t try to target everyone, at a niche market you target the niche audience.

Don’t overspend on unnecessary things or loose the margins.

Creative communictaions project manager: EMMA SHANLEY +46 762050150 http://emmashanley.com/

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