MARKETING COMMUNICATIONS PLAN
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Elision Marketing Communications Plan Yulia Aleksandrova A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project
The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 16.05.2014
The purpose of this plan is to propose an effective marketing communications campaign for the launch of Elision, a new womenswear made-to-measure brand within the luxury fashion market for Autumn/Winter 2015-16. Market and consumer research from Ipsos, Mintel, BCG, Bain & Co, and FT has supported a shift in consumer behaviour and values within the luxury market that place high emphasis on individuality, craftsmanship, experience and a demand for a less branded and more anonymous look. This information has informed the overall marketing message and approaches, as well as every detail of the promotional efforts, in order to create a fully integrated and consistent plan that caters to the needs of the new discerning luxury consumer. The luxury market continues to grow with a reach of ÂŁ180 billion by the end of 2013 combined with increased demand for personalisation validates that there is a significant gap in the market the proposed brand aims to fill. The plan details the development of a cohesive and integrated brand identity for Elision that, combined with its promotional efforts, is guaranteed to earn the brand a respected position in the market and consumersâ€™ minds. Elision utilises both primary and secondary research to inform the development of several distinct target markets. With luxury consumers becoming less interested in acquiring status symbols and more interested in the actual worth of products, the audience Elision targets can be described as one that never feels the urge to telegraph their status. Rather, they tend to buy luxury goods because of their intrinsic value and prefer authentic brands enriched by a combination of heritage and quality. To gain recognition and stimulate appeal amongst this target group, the brand has devised a multichannel promotional strategy that aims to elicit an emotional relationship with the brandâ€™s consumers, reaching the desired number of sales within the first year of the launch. These promotional tactics focus on digital marketing, social media, cause marketing, temporary international showrooms, cohesive and integrated PR campaign, and celebrity dressing. These fully integrated and effective tactics will ensure the fulfilment of the set aims and objectives to generate brand awareness, build a customer base, and influence repeat purchase, all whilst communicating the brand values of quality, exclusivity, craftsmanship and content.
CONTENTS EXECUTIVE SUMMARY
INTRODUCTION AND BACKGROUND
Aims & Objectives
Process – Showroom
Showroom – Consumer Journey
Process – Travelling Tailor
Impeccable Fit Promise
Making it Personal
Consumer Profile – Lena
Consumer Profile – Anna
Consumer Path of Purchase
Social Media Matrix
Airport Lounge Promotion
Brand Launch Event
SUCCESS MONITORING AND CONTINGENCIES
INTRODUCTION This document will detail the concept development and marketing communications strategies for launching Elision, a new luxury bespoke womenswear brand, for the Autumn Winter 2014/15 season. As informed by extensive market and consumer research, a gap in the market has been identified that the proposed brand aims to fill. Supported by evidence from industry experts, several tactics and strategies have been outlined that will target national and international markets to build brand awareness, reach the desired audience and generate sales. The plan includes marketing research, competitor analysis and evaluation, target audience and consumer profiles, which feed into several promotional strategies such as integrated advertising, social media and digital marketing campaigns, cause marketing, press launch event in the brandâ€™s showroom, detailed PR campaign and an in-store collaborations with an established bespoke designer. With Elisionâ€™s core values of quality, experience, content, and exclusivity in mind, these techniques will ensure that a strong brand identity is communicated consistently worldwide.
RATIONALE: The plan is crucial to the building of brand awareness and a solid consumer database by creating an immersive experience both in-store and online. It is also key to establish a strong brand position in the market through a successful marketing and PR strategies. It is extremely risky to launch a new innovation without a strong brand strategy, brand position and marketing plan that claims ownership of the breakthrough idea. Without a clear brand identity, the innovation creates a breeding ground for fast-following competitors to steal the idea and gain majority market share. Executing successfully the proposed promotional strategy across all channels will build social capital and more trust in Elision.
AIM: Promote the launch of Elision, a new made-to-measure womenswear brand, for Autumn Winter 2015
OBJECTIVES FOR THE FIRST YEAR OF LAUNCHING ELISION: 1. Generate positive brand awareness amongst 30% of the primary target audience 2. Generate product sales in the first year of ÂŁ1,500,00 3. Ensure on-going customer loyalty by achieving a repeat purchase rate of 20%
Fig, 1 & 2 Made-to-measure atelier 8
BACKGROUND In 2015, Elision will open its doors for the first time offering an exquisite made-to-measure collection for women, with elegant and timeless silhouettes in sumptuous fabrics and colours. The concept for Elision came from the realisation that bespoke garments for women are not easily accessible despite the fact the demand for customised clothes, artisan aesthetics, and personal connection with consumers’ purchases continues to grow. In a homogenised world where high fashion collections are available to order as their runway shows are being streamed live, and where every major city features the same expensive designer stores, madeto-measure offers the contrast of the hype that is traditionally associated with luxury brands. There is a need for a more anonymous look that fits consumer’s needs in terms of fit, lifestyle, and individuality. It is reinforced by the significant shift in the market, where consumers who may have once traded their must-have items with the arrival of each season’s collections are now looking for something that stands the test of time; that they will not tire of or see thousands wearing the same thing down the street in front of them. If the must-haves were a symbol of status, the perfect-fit is even more so, as it implies that one is above the whims of relentless trend cycles. Customers are looking for exclusivity, quality, creativity and timelessness. And while Elision’s made-to-measure is not a concept accessible to all, it is a movement set to shape the way businesswomen and polished socialites dress. “Hundreds of retailers and brands around the world are recognising that how a garment ‘fits’ their target consumer populations can have a huge impact on success. How a garment fits is one of the key reasons consumers buy a garment and the number one reason why they go back to a brand in the future or return garments.” states Ed Gribbin, President of Alvanon, during a recent ASBCI conference. Elision acknowledges that the concept will be subconsciously shortened and simplified in the consumer’s mind to symbolise a single sentence or word. Until consumers are not able to shorten the brand purpose in an instant of consciousness, the product is just obstructing the purchase decision a consumer is ready to make right now. The ability to deliver single-minded value propositions is a common denominator of brands that break through today’s noisy clutter. Elision has strategically determined the description it hopes to “own” in the consumer’s mind – opulent made-to-measure womenswear - a single concept of value that differentiates it and defines what consumers value most. The goal of Elision is to be intellectually tangible, faster, in the consumer’s mind. This requires the brand to say it in a manner that is more concise, more believable and with more stopping power. Only words that describe its value have been used. If consumers have to think too hard to understand the brand’s message, they will not try. All brand aspects have been simplified by the tagline, why-to-buy statements and brand philosophy.
COLLECTION The collections: Each collection will feature 20-30 pieces defined by feminine cuts and strong silhouettes using only high quality fabrics. The brand’s pared-down design aesthetic suits women who want to focus on creating a hard-working, sophisticated wardrobe. Each garment can be customised to a certain extent. It is important to note that the collection is made-to-measure, which means the brand’s master tailor / house cutter will modify standardised patterns to take the customer’s body shape differences into account, like jacket length and shoulder width. Elements such as length of skirt/dress, neckline, and sleeve length can be designed according to the client’s preferences. Features of several of the designs are also interchangeable, i.e. the skirt type of one dress can be used with the top half of another. Elements of fluidity appear composed, appraised and sculpted. Rigid shapes are elongated and subjected to textural play. Muted lines, colours and fabrics are subjected to the premises of functionality, a functionality expressed here in the versatility of wardrobe essentials. The collection plays with dimensions, lengths, cuts and a hint of drapery, allowing for a stern post-modern look. Made-to-measure garments that envelope the body, conforming to and enhancing every curve, angle and silhouette. Elision works with gauzy silks, rich cashmere, pretty laces and opulent wools to create a collection that is an exquisite blend of bold with chic refinement. Clients can choose from a selection of premium fabrics sourced directly from renowned manufacturers worldwide.
PRICE With pieces crafted to a client’s specification ranging between £450 and £1500, Elision’s garments are not High Street prices, but is instead on a par with many of the designer garments hanging elsewhere in stores. Coats - £1100 - £1500 Dresses - £850 - £1200 Trousers - £500 - £900 Blouses and shirts - £450 - £850
Fig, 3 Elision collection piece 11
BRAND VALUES QUALITY Luxury fabrics, tasteful designs, and expert craftsmanship are the hallmark of Elision’s products. The brand’s experts have travelled the world sourcing luxurious fabrics and inspiration for design aesthetics, which are evident throughout each piece of the collection. Experienced first-hand by customers the moment they put on an Elision garment, quality lies at the very core of the brand’s philosophy.
EXPERIENCE An emotion inducing consumer-brand experience is key to the concept’s success. The brand guarantees a personalised experience tailored to each customer’s needs, whether it be in-store or online. Elision promises to always steer its consumers true and provide them with expertise and guidance every step of the way in order to achieve a flawless fit and the highest possible level of consumer satisfaction.
CONTENT Understanding of our target audience and catering to their lifestyle and philosophies is crucial. To Elision’s consumer, personal style goes beyond clothes; it is a way of self-expression, personal growth, and meeting one’s own standards of excellence. Elision delivers content beyond expectation throughout all channels, serving as a guide to the modern woman.
EXCLUSIVITY In an era of over-consumption, people are realising that there is more than just buying products. Making customers feel important and unique is one of Elision’s key priorities. With every capital city featuring the same glossy temples to expensive designer brands, Elision presents the antithesis of what is traditionally known as luxury labels. Bespoke meets the demand for a more anonymous look that perfectly fits consumer’s needs in terms of fit, lifestyle, and individuality, delivering much more than even the most expensive factory produced garment.
l r na
c ys i
How Elision interacts with its customers
PHYSIQUE High-quality, specially sourced fabrics Sophisticated colour range Timeless designs
l is i
l is e
CULTURE Ethical Exclusive Enduring Quality Content Service
REFLECTION Prestigious Discerning Pioneering wo
PERSONALITY Enquiring Empathetic Expansive
RELATIONSHIPS Exclusive One-of-a-kind shopping experience Personalised interations
How Elisionâ€™s values affect its behaviour
SELF-IMAGE Driven by inner passion Sophisticated Modern
c t he
e su m
PROCESS - SHOWROOM The brand will welcome its clients in its London Showroom in Belgravia by appointment only, providing them with a highly personalised and memorable experience in an intimate setting. Clients have the opportunity to either sign up for a time slot on the website or contact the brand’s team via phone or email. The first appointment will consist of fitting of the garments developed from the sample collection; choosing from a variety of opulent fabrics and colours, accurate measurements of client. The expert staff of tailors and stylists will help guide each customer throughout the entire journey, creating an intimate and memorable experience. Completion time of each garment is 4 weeks. Customers will receive their beautifully packed garment via courier to their preferred address or, alternatively, visit the showroom for a final fitting and handover of the finished garment.
CONSUMER JOURNEY A client is met, upon arrival, by a host who will write down a few basic details about them, such as their name and email address on an iPad using the Elision app. The target market has the practical knowledge of iPads and apps, so she they immediately comfortable with the type of interface. The customer is then directed to a fit specialist, who will measure them and input those measurements into their profile on the Elision app. In fact, at every step of the way, each specialist will have access to the information the previous specialist has entered. Clients are guided to a stylist who will offer their expertise making the right choice regarding style and cut. Stylists will ask where and how they would wear the garment – be it to the office, special occasion or day-to-day – in order to make informed style suggestions. Customers will then be presented with full-length cloths that can be felt, played with, and even draped over the client’s shoulder to imagine what the fabric will look on their complexion. From Sophie Hallette French lace to Italian Reda wool, every garment will be completed using only the most opulent fabrics available. With access to the customer’s measurements and style preferences, the fitter will then choose a selection of sample garment for the customer to try on to determine their preferences in fit. This takes into consideration that what one customer may consider too tight, the next might think is far too loose. Alterations are then input in the customer profile on the Elision app. If the customer chooses to place an order, the choices are all read back to them to confirm, they input their payment details and an email is immediately sent to their address with a receipt, a confirmation, and a delivery date. Their Elision profile is completed and stored in the system which allows them to easily repeat purchase and place another order through the website.
PROCESS TRAVELLING TAILOR
For customers who live outside of London, or would rather be measured at the comfort of their homes, Elision will offer an option for purchasing the made-to-measure collection via the website. Unlike a standard e-commerce service, Elisionâ€™s aim is to reproduce the personalised experience customers will receive in-store. In order to achieve this, freelance tailors in seven key locations throughout the country will be appointed who will visit clients homes to measure, show them fabric swatches, and provide expert advice on the perfect garment fit. Customers will also have the opportunity to speak to a stylist via the website who can provide them with expert advice of the style, silhouette and fabric best suited to their occasion or lifestyle. Price for the service is ÂŁ200, ÂŁ100 of which will be redeemable if an order is placed. This is informed by primary research in the form of interviews with tailors, and will be sufficient to cover the fees for their services. The seven appointed freelance tailors will be located in largest cities across the UK - Birmingham, Leeds, Liverpool, Glasgow, Sheffield, Edinburgh, and Manchester. They will all receive training by the brand in order to truly understand and communicate its values, personality, and collection, which will be a key contributing aspect in delivering the desired experience for all customers. Completion time of each garment is again 4 weeks. Customers will receive their beautifully packed garment via courier to their chosen address.
When a customer finds out about the Elision Travelling Tailor, be it through PR activities or a Google search, they are directed to the brand’s website. The easy to navigate style of the site helps them immediately identify the correct section they need to access. Once they do, they land on a page that clearly yet concisely explains what the Travelling Tailor is and how book an appointment with one. With a few easy clicks that feel almost intuitive, the visitor selects a date, preferred time and inputs their address. Unlike booking an appointment with the showroom, where visitors can instantly access the available times, the brand first has to check with their nearest appointed Travelling Tailor if they are available for the client’s allocated time slot. The brand promises to get in touch with the client within one working hour. In the case that the tailor is unavailable for that time, several other options are presented to the customer. Once the slot has been saved, customers are sent a unique link to the website where they would safely make the payment of £200, with £100 being redeemable if an order is placed. Only once the payment has been approved, the booking is complete. The tailor punctually arrives at the chosen address. They are equipped with a Tailor’s Kit containing the brand’s latest lookbook, a selection of fabric swatches and a measuring tape. As advised by professional tailors, the measuring process will not take longer than 15-20 minutes. The measuring process takes into consideration the individual consumer shape and silhouette and their fit preference. Once the measurements are input into the system, the customer is provided with an account with which the e-commerce section of the website can be accessed. Only users with an account, i.e. those who had been measured in the showroom or by a Travelling Tailor, can access this section. This further promotes the feeling of exclusivity that is central to the identity of Elision. Online stylists are available at all working days to guide the customer in terms of choosing the right style by asking where and how they would wear the garment – be it to the office, special occasion or day-to-day – in order to make informed style suggestions. The user then is directed to choose a fabric from a detailed curated selection, and then proceeds to payment, where once the order is placed, they receive a confirmation email and appointed delivery date.
THE IMPECCABLE FIT PROMISE Elision ensures all its clients risk-free purchases and would do everything in its power to make sure the garments fit just the way customers would like. The brand understands that buying made-to-measure might be a new experience; therefore the brand offers an alteration credit with each purchase. Customers based in London will be welcome to visit the show room for a free alteration, or alternatively, customers are provided with a £100 credit to visit a local tailor. Elision suggests that an email is first sent to a member of the team so that they can provide customers with an objective second opinion on how the garment should fit and how that could be improved. Alteration credits will be available within 30 days of receiving their custom-made product. Customers will need to bring a form to their local tailor and have him/her note the adjustments. This form will then be scanned including the receipt to qualify for the alteration credit.
NAME ELISION noun: elision 1. 2.
the omission of a sound or syllable when speaking (as in I’m, let’s ). the process of joining together or merging things, especially abstract ideas. Origin: late 16th cent.: from late Latin elisio(n-), from Latin elidere ‘crush out’
The name Elision has been chosen to represent the brand concept of merging together ideas – in the case of the brand, womenswear and made-to-measure, a gap in the market that is yet to be developed. The proposed brand has considered some critical brand name characteristics when choosing the name Elision. • Concise – Elision has three syllables, one word and less and 7 characters. Anything overly long or complicated will urge consumer to shorten it and either an acronym or simply an abbreviated version. • Clear – the name Elision conveys a main point (merging ideas – made-to-measure and womenswear) that is understandable in an instant or at a glance. • Memorable – the name has been tested and identified as catchy. • Easy to read, phonetically appealing and easily pronounced – the word elision can be found featured on several lists with the most beautiful words in the English language. • Easy and intuitive to spell • Ownable – Elision can be easily protected, available to be trademarked and associated with its own URL. • Global – Growth and plans for expansion into international markets to avoid foreign language have been considered. • Timeless – the word Elision dates back to the 16th century and is as relevant today as it was then. • Intrinsically authentic – Elision fits the brand personality. • Likeable – the name has been tested through primary research with the target demographic.
FUNDING Early stage venture capital (VC) has been identified as the most suitable funding source for the development and launch of the Elision brand. VC Accel Partners have been investing in start-ups for more than 25 years and specialises in early-stage investments in the fashion and retail industries as well as other sectors. Given Elision’s start-up background, unique business idea that fills a newly formed and lucrative gap in the market, and Accel Partners’ strong track record in backing start-up businesses, the VC company is guaranteed to be particularly interested in the brand. The last years have seen the increase of Venture Capital companies funding fashion brands that offer both an e-commerce platform and a high street presence. As the Elision concept model includes the development of a showroom in the heart of London combined with an e-commerce website, this gives the brand a competitive advantage that will attract the interest of Accel as they are constantly on the look-out for adding new business to their portfolio. The aim is to secure capital funding of 3 million pounds in return for a negotiable share of 30-40% of the Elision brand. The funding will help develop the business idea, cover rent expenses over the course of one year, and fund the brand’s marketing communications strategy as well as other business expenses. The promising success of this initiative lies in the potential of VC to achieve higher than usual return of investment due to the recent rousing success of multiple fashion start-ups such as Gilt Group.
In order for the brand launch to be sustainable, Elision plans to employ its funding to deliver: 1. Determination to succeed in delivering on this promise of differentiated value 2. Ongoing commitment to innovation that cements this value over time 3. Ability to exploit the right sales channels and fill them for consumer availability and purchase 4. Commitment to invest in systems that allow supply to scale with rapid spikes in consumer demand 5. The financial means and fortitude to produce/deliver this product/service 6. The sustained commitment to invest in marketing communications that tell the story of the brand’s difference so it can be owned in the mind of the target consumer 7. Product strategy to develop future products/services that leverage the equity created by the brand’s difference 8. The right team-building abilities to deliver all of the above in a timely manner
MARKET SITUATION The luxury industry seems to have stabilised from the damage done by the Great Recession faster than many people expected. Worldwide luxury goods continue double-digit annual growth; global market now tops ÂŁ180 billion, according to Bain & Company. The luxury sector has been able to largely resist the global recession for several years, and it is expected perform similarly in 2013 (Financial Times). International market research firm Euromonitor has also stated in the 2014 edition of its annual Passport: Luxury Goods report, that despite continued macroeconomic uncertainty, spending is projected to increase by more than 35 percent over the next five years. The number of luxury consumers worldwide has more than tripled over the past twenty years, from roughly 90 million consumers in 1995 to 330 million at the end of 2013; this according to Bain & Company. According to Bain & Co, overall worldwide, luxury goods spending will grow by 2% to â‚Ź217 billion at current exchange rates over 2013 with increasing spending by tourists in Europe counteracting slower spending by European nationals (55% of revenues in the U.K. are accounted to tourist spending). Nevertheless, companies stay cautious about the outlook for growth, but major brands recently reported solid gains in revenue and profit, challenging all the signs of a difficult market. However, consumer values are shifting from having or owning, to being and experiencing. More bespoke shopping experiences involve the individual including personal history, desires and dreams, states a recent Robin Report (2013). Ipsos Marketing cited the bi-monthly Mendelsohn Affluent report (which defines 59 million affluent consumers in the US earning at least $100,000 annually) and offered the following statistics: 86% of the affluent agree luxury is in the eye of the beholder, and 54% see deteriorating quality in luxury brands and regard marketing as veneer, not authentic. Arguably the most quintessential trait of luxury has always been its superiority to the conventional. An enigmatic appeal that extended beyond craftsmanship and artistry, service, and image to include elements of business performance. Prior to the financial crisis, high margins and strong growth were the norm, sometimes even during downturns. Affluent consumers for whom luxury was an irreplaceable source of self-indulgence and distinction drove demand. And undeniably, the solid performance of major luxury-goods brands in 2013 indicates that the industry remains apart from ordinary retail. However, the quick turnaround in demand masks significant challenges facing the industry. According to the BSC (2013), over the past several years, four trends have helped change the definition to the concept of luxury: changes in tastes and buying behaviors, the rise of new markets, the blurred definition of true luxury, and the advent of new media. The challenges presented by this conceptual change will prove to be more central and long lasting than the challenges that result from the crisis. A tactical assessment is critical to obtaining the right balance among a number of imperatives. Elision needs to cope with contradictory priorities in every key aspect of the business in order to position itself to thrive in the new world of luxury.
MAKING IT PERSONAL Consumers are increasingly in search of custom-made products that best fit their explicit needs in terms of lifestyle. A Bain & Co survey of more than 1,000 shoppers discovered that although less than 10% have purchased a customised product, 25% to 30% are interested in doing so. Customisation is a way to help brands differentiate themselves and their products from those of the competition, especially at a time when online is creating a transparency in prices, allowing consumers to easily compare products and their features. According to Google Insights, 49% of mobile phone owners use their device to compare prices, and the number of price comparison apps is increasing. Brands that offer customised products are also able to continuously gain valuable insight on consumer preferences that goes far beyond what they would say in a focus group, allowing companies to fine-tune their products, staying one step ahead of the competition. Bain and Co. found that consumers are prepared to pay 20% more than typical equivalents for customised items. With almost three quarters (73%) of consumers attributing great significance to â€œindividuality and being able to express oneself,â€? it is evident that customisation will be a key factor is driving consumers towards brands that offer an intimate and personalised brand experience. Value-for-money is no longer limited to price consciousness, personalised benefits are considered the most influential decision-making factors determining whether a product offers good value-for-money. Therefore, personalisation raises the itemâ€™s value and promoted brand loyalty. However there are also risks to customisation. Consumers need expert guidance and simple instructions as a starting point, rather than being presented with a blank canvas. If the personalisation process is too complex and difficult to work, many potential customers will lose interest in making a purchase. They are also likely to reject too many options as it makes them dissatisfied. A greater selection of choices raises expectations and makes people seek perfection, which is rarely attainable (Forbes, 2013). The brands that perform best are the ones who present the consumer with a personalised experience and product, while isolating a number of features that can be tailored.
TARGET AUDIENCE While conspicuous consumption of luxury goods was the main trend in consumer behaviour in the late 1990s, a rise in more discerning consumers was identified with the start of the financial crisis. Luxury consumers became less interested in acquiring status symbols and more interested in the actual worth of products, for two reasons. First, the crisis cracked the foundation of their financial security. Like many other consumers, they became more aware of the value of money. Second, they were reluctant to splurge when so many people were facing financial hardship (Boston Consulting Group, 2013). Even with the financial recovery taking hold, many consumers continue to prefer understated brands with an authentic personality. Mintel’s research highlights that quality and durability are people’s main priorities when buying clothes for themselves in the last 12 months and are ten percentage points more important than low price. Almost nine in ten consumers consider that durability of clothing and quality of the product finish are important, with a third elevating them to very important. This is highlighted in the results of Mintel’s online qualitative survey: Half of women state that ethical treatment of workers who make/manufacture clothing influences their choice of retailer. The collapse of a factory used for making clothes in Bangladesh in May 2013 in which over 1,000 people were killed and the heightened media coverage of the tragedy has meant that the issue is on people’s minds. Primary research in the form of a questionnaire (see Appendix C) and extensive secondary research from top market companies such as Mintel and Ipsos have informed the development of three very distinctive market groups that Elision will target.
PRIMARY CONSUMER Female Urban and affluent, with access to premium merchandise Age: 34-48 Elision’s primary consumer never feels the urge to telegraph her status. Rather, she tends to buy luxury goods because of their intrinsic value; and views the purchase as an investment. She prefers authentic brands-ones enriched by a combination of heritage and quality, and generally buys on the basis of their personal interests. Quality and the actual worth of a luxury products is of the highest significance when it comes to the purchase decision, while acquiring status symbols is something she is far less interested in. She is discerning and utilises available information to learn about and compare products. She prefers subtle brands and products that have true value over flashy logos and often asks questions such as “what does it help me achieve?” and “how will this enable me to do better?” She is a professional woman who wants to enjoy the finer things in life. Her friends and family are important to her, so shopping is sometimes a social activity. Her purchases are meant to connote something special—a spark of creativity, for example, or a sense of natural authenticity.
SECONDARY CONSUMER Female Aspirational shopper who lives in the city Age: 24-33 Elision’s secondary consumer would often splurge on luxury goods, and to her self-indulgence is not a guilty pleasure but a reward. She follows the latest trends in order to match her fresh and dynamic lifestyle. She has an average job and background but aspires to an above-average lifestyle. Although 60% of her luxury budget is spent on cosmetics and fragrances and only 10% on fashion and clothing, her group is significant as this segment accounts for approximately 30% of traditional global luxury sales (Mintel, 2010). She is constantly striving throughout her personal and professional life, aware of the latest trends through the use of social media and street style blogs. Her spending habits consist mostly of high-end high street shopping, however, she sees the value and quality in luxury fashion brands and would often keep savings an item she deems very special.
TERTIARY CONSUMER Affluent tourists whose luxury purchases are made while travelling It is important to note that 55% of the luxury goods industry revenues in the U.K. are accounted to tourist spending. The new generation of young, sophisticated tourists visiting London are looking for travel experiences that go beyond visiting the major sights and the dubious pleasures of forced shopping, (WGSN, 2013) Elision’s tertiary target consumer is a traveller typically new to the world luxury goods. She feels infatuated with luxury goods and the luxury shopping experience. She is younger than the average tourist and has a high willingness to experiment with products and brands. Her luxury purchases typically tend to be from the jewellery and watches categories and prefers to shop at the brand’s own store, with many of her purchases made while travelling. She likes aspirational brands, and while her advocacy for luxury brands is very high, her loyalty level is relatively low.
PRIMARY CONSUMER LENA
Lena is a rare breed, as one of only a few female managing directors of a digital marketing agency in the field. An abundance of white space, sophisticated mood boards and sans serif fonts are omnipresent throughout her work, which embodies contemporary minimalism and has certainly earmarked a seismic shift in graphic design. Her company is in a quiet corner near London Bridge, where she and her team operate on campaigns small and big, for companies ranging from Debenhams to niche interior designers. She could often be found picking up a copy of Vogue Paris or Stylist on her way to work, but what she reads consistently is artist’s books for inspiration. Undoubtedly, her job has influenced her style – she likes simple cuts, striking colours and often finds herself buying the same things. Her wardrobe staples include Church’s Penny loafers and Stratford shoes – which admittedly she wears more than she’s supposed to. Aesthetics are very important to her, and even though she considers this a cliché answer, her biggest style influence was her grandmother, a timelessly elegant Argentinian woman, who back in the days was a stylish pioneer. Lena still keeps quite a few of her garments, some old Pierre Cardin dresses, a wonderful Gucci travel bag and beautiful jewellery – her taste was very sophisticated with a touch of Latin drama. Speaking of things Argentinian, Yerba Mate tea is something Lena can’t live without. She would have it each morning and since she doesn’t drink coffee, it gives her the buzz she needs to get on with her busy schedule. Whoever knows Lena well is surely aware how fascinating she finds history. But as much as she loves reading about Renaissance Europe and indulging in the occasional city break to Florence, she would not want to go back in time to a different decade for more than an hour. “It was a pretty tough place to live unless you’re one of the incredibly wealthy ones” she would say. If she had the chance though, she wouldn’t think twice about a stylish trip to the royal court of Louis 14th of France. When the city gets too much, Lena enjoys a beautiful and quiet countryside escape in Cotswolds where her parents live. A few days, cinnamon buns and tea at the local bakery later, she feels incredibly recharged and looking forward to being back in London.
Fig, 4 & 5 Elision primary consumer - Lena
SECONDARY CONSUMER ANNA
Anna’s snappy musings can be regularly found on the pages of The Telegraph, Into the Gloss and Wonderland. Her flat in East London offers both an elegant and professional workspace impeccably fitting for her career as a freelance writer. Home to an enviable wardrobe of vintage, high-street, and contemporary pieces, it’s a chic minimalist space juxtaposed with oversized prints of her favourite photographers. She is quite disciplined with what she does. On a regular day she could be found at her desk from 9:30 and always leaves her Mondays free of meetings so she could catch up with emails and writing. She has finally found the right balance of managing her time, which is why her computer is upstairs in the workplace, completely separate from her living space. When she’s away from her desk, her computer is turned off with no social media in out of office hours, and she would indulge in reading a thrilling fictional classic and the occasional reality TV show. Anna’s biggest style inspiration is Chloë Sevingy whose effortless style she has been admiring for years. Audrey Hepburn in Charade, Léa Seydoux, the Yves Saint Lauren French girls back in the day, have also influenced her style and the list could go on (she could even get quite specific). What she loves most about the world of fashion is its endless possibilities – she enjoys experimenting with her look and mixing sharp feminine and masculine silhouettes. Anna finds fascinating how a person can completely transform their look, and the impression they make on others solely by the clothes they wear. And she often does it too – different personality one day to the next.
Fig, 6 & 7 Elision secondary consumer - Anna
COMPETITOR ANALYSIS Following a shift in consumer behaviour and a gap in the market for a made-to-measure womenswear brand, Elision will be launching in a market with no direct competitors. As this movement towards a customised and more anonymous wardrobe starts to evolve and progress, Elision will be perceived as a pioneer in the newly identified gap in the market. While no brand offers the exact same concept and service as Elision, several main competitors have been analysed in order to measure the threats and opportunities these companies pose to Elision (please see Appendix B). These competitors include high-end and affordable luxury brands that offer the option to order their collection custom made, such as Emilia Wickstead, Beulah, Katherine Hooker and Paper London, as well as renowned womenswear bespoke tailor Henry Rose, and luxury brands with similar design aesthetics to that of Elision such as Erdem and Jil Sander. Understanding the strengths and weaknesses of Elision’s current and potential competitors will help the brand appreciate its own strengths and weaknesses, as well as its best opportunities and greatest threats. The analysis of the current fashion market was encouraging to Elision for a number of reasons. There is no brand currently on the UK market with a concept directly similar to that of Elision. Although the brands reviewed are incredibly successful and experiencing a promising growth in their business, the made-to-measure feature brands such as Paper London and Beulah offer is perceived as more of an extension of the brand itself, and not the main focus. On the other end of the spectrum, renowned tailor Henry Rose creates a completely bespoke outfit but lacks a “house style”. In contrast, Elision’s core values and identity lie in combining the strengths of its competitors – creative and timeless collection each season, easy to follow process of commissioning a garment, strong digital presence, and above all, a completely personalised experience and finished product. Moreover, the analysis identified that these brands often exclude potential consumers of their target audience as they are only based in London. Although, undoubtedly, the capital is the obvious place to start a luxury brand as people earn 29% more than the rest of the country, there are many affluent consumers across the country who can account for great business profit. Elision eliminates these general market issues by introducing its Travelling Tailor tactic to engage and attract a wider audience, ultimately resulting in a stronger and more loyal following than that of its competitors.
COMPETITIVE ADVANTAGE VALUE INNOVATION Value innovation is the simultaneous pursuit of differentiation and low cost, creating a leap in value for both buyers and the brand. Cost savings are made by eliminating and reducing the factors an industry competes on and Buyer value is lifted by raising and creating elements the industry has never offered.
There was a time when one might have known women who went to Paris to have their clothes made. These days that activity is prohibitive for all with even ready-to-wear garments requiring (several) hedge-fund salaries: £9,000 for a McQueen jacket, £20,000 for a Saint Laurent ostrich feather coat, £7,000 for a Valentino lace frock - and these are all items on net-a-porter.com. There are much more expensive items available on request.
A unique shopping experience & one-of-a-kind personalised garment - the consumer has the opportunity to try the sample garment on first, then choose from a great range of colours and prints. After that add, subtract or lengthen sleeves, experiment with some clashing block colours.
FOUR ACTIONS FRAMEWORK The Four Actions Framework is used to reconstruct buyer value elements in crafting a new value curve. To break the trade-off between differentiation and low cost and to create a new value curve, the framework poses four key questions, shown in the diagram, to challenge an industry’s strategic.
RAISE (Which factors should be raised well above the industry’s standard?) The importance of fit as well as an intimate, emotion-inducing shopping experience
(Which factors that the industry has long competed on should be eliminated?) Mass production and lack of personalisation. Targeting women with access to premium merchandise is not enough as they are becoming more and more demanding.
(Which factors should be created that the industry has never offered?) A made-to-measure collection that focuses on the importance of fit and style, while offering a much more accessible price point than other bespoke services.
REDUCE (Which factors should be reduced well below the industry’s standard?) Price point - with most couture pieces requiring several hedge-fund salaries, Elision budget-conscious bespoke attitude will be on a par with many of the ready-to-wear pieces available elsewhere.
BRAND POSITIONING In order to maximise the effectiveness of the marketing campaign, Elision has outlined its positioning in the market. Market share is earned. Elision’s position in the market will predominantly be determined by its primary target audience where consumers anticipate hearing its unique selling proposition. Once the brand establishes itself as THE made-to-measure womenswear brand through several strategically designed tactics, it will stay there and resist the urge to conquer new territory – something many newly successful brands fail at. In order to secure its place in the industry, Elision will create an intensely devoted culture that strives towards becoming the best in the category. Buying into Elision for the first time is a consumer’s leap of faith because the brand is unproven to them and has yet to deliver value. It is a key element of Elision’s marketing strategy to create a value proposition that
tells its consumers how its product offers greater benefits of those of its competitors. Essentially they are choosing not to buy their preferred brand the brand that they are certain provides a known value. Therefore it is crucial to reposition the consumer’s known value as inferior to Elision’s value. A successful repositioning of the brand’s competition will occur when the consumer believes, just before the moment of their first purchase of a new product, that Elision is going to do exactly what it says it will do, better than the competitor’s brand. Launching the single idea of made-to-measure premium womenswear is believable, tangible and relevant so that the consumer is willing to take that risk of trial. This single idea is a convincing reason for a consumer to purchase something new, unproven to them personally, instead of choosing the competitor’s known value.
MARKETING APPROACH The key aim of Elision’s marketing strategy is to create a brand loved by its consumers. And in order to successfully create such an emotional bond, the brand has to give itself to the consumer and let the consumer own it. Objectives: • Generate positive word of mouth • Stimulate repeat purchase intention • Increase brand loyalty • Increase consumers’ willingness to pay price premium • Forgiveness of brand failures The appreciation of consumers’ needs and wants can deliver great experiences that would transform Elision into a beloved part of consumers’ lives. Emotional marketing, according to Kevin Roberts, CEO of Saatchi & Saatchi and author of Lovemakrs, is more durable than other forms of marketing because consumers are emotional people. Consumers are not driven by rational data. Brands are being adopted everyday by people with their wallet, therefore the brand has to continue to surprise and evolve and bring new solutions to consumers. And this is what lies at the heart of Elision’s marketing strategy – emotion. A strong emotional bond reinvigorates loyalty and creates advocacy. It will transform the competitive context and place Elision in a category-of-one. Elision will deliver beyond expectations of great performance. It will reach the heart, as well as the mind, creating intimate, emotional connections. Of course, such loyalty and trust need to be developed over a long time, resulting from many well-performed acts, in order to create a crucial, intrinsic, and implicit emotional connection. To create a strong, emotional bond with its consumers, Elision plans to infuse its marketing strategy with three key messages, intangible, yet very real: mystery, sensuality and intimacy. Mystery consists of great stories, which tap into dreams, myths and icons, and mystery provides inspiration. Great relationships thrive on learning, anticipation, and surprise. When you know everything there is to know, there is nothing left to discover. People love being told stories and when stories are related to their consumer experiences, it reinforces brand love and thus the relationship itself. In other words, mystery achieved through storytelling strengthens brands and drives consumers to develop feelings towards them. Through its promotional materials, Elision will create a powerful narrative, delivered as a story behind the collection. With stories relevant to the audience, the brand will demonstrate its understanding and authenticity. Both featured on digital platforms and tangible promotional elements, the brand will harness the emotional engagement both channels can provide, delivering a story in a way that aligns with the way consumers are experiencing the world, making them part of the process.
Sensuality is the fast track to human emotions and the sensual design elements of objects, scent, texture and flavour, overtly exaggerated beyond the use aspects of the object, will influence response over and above the more rational arguments. The connection between our senses and our brain is direct. Elision will build sensory features into its entire experience, store, and promotion that appeal directly to the emotions and stored memories of their customers. Another reason for Elision to engage people across in a sensual way is that its target audience, will reject being mere consumers. They evaluate the messaging of the brand based on how it is shaped and experiences by them, in their own bodies, through their own senses. Intimacy consists of commitment, empathy and passion. For a Elision to have the capacity to bring intimacy to its relationship with the consumer the brand will demonstrate commitment, empathy and passion and touch directly on the personal aspirations and inspirations of consumers. The whole purchasing process of the Elision’s collection, combined with its marketing messages, brings the consumer in, listen as well as talk, transforming its market with multiple emotional connections. Personal touch lies at the very core of Elision’s values – from the intimate process of getting measured, to choosing the right style and fabric, to interacting with the brand across its social channels. Through the successful implementation of these key marketing messages, Elision has the potential to be placed into category-of-one, irresistible, as well as irreplaceable.
CONSUMER PATH OF PURCHASE AWARENESS Building awareness through various traditional and online channels targeted at the brand’s desired audience. The goal of this stage is to create awareness of the brand and its product, not necessarily an instant sale. Advertising – Elision will advertise with several media outlets with editorial approaches that mirror the brand’s voice Social media strategy – Through a carefully planned social media strategy, the brand will generate awareness across its target market Positive word of mouth generated by the implementation of several marketing tactics
INTENT Consideration is the crucial stage where consumers form an opinion of the product. In order to ease the process, Elision will provide a rich amount of additional information on multiple online platforms (bold visuals, short films of collection and service). Additionally, press coverage will be the most important source of impartial information for consumers.
PR - Press coverage from key media and carefully selected celebrity and blogger endorsement Social sharing by the brand’s customers will also generate positive word of mouth reaching new markets
DECISION Pre-purchase activities: At this point, consumers have mostly made up their mind about Elision’s products and are searching for a place to make the purchase. The final decision will depend on the location, whether they will book an appointment with the London showroom or choose to have a tailor sent to their address. Online price comparison – Although Elision is not accessible to most, its price range is on par with many designers’ garments hanging in stores elsewhere. By a simple comparison of the advantages they would get from purchasing bespoke over ready-to-wear, the decision making process can be easily directed in Elision’s favour.
RECOGNISED BY CONSUMERS
LOVED BY PEOPLE
PRESENTS A NARRATIVE
CREATES A LOVE STORY
THE PROMISE OF QUALITY
THE TOUCH OF SENSUALITY
WRAPPED IN MYSTERY
SHOWROOM Location, London: London accounts for 22% of the British economy. Londoners earn, on average, 29% more than in the rest of Britain. Neighbourhood: Belgravia Belgravia is situated in the heart of London, bordered by Chelsea, Knightsbridge, Buckingham Palace, Hyde Park and Pimlico, but it offers a slower-paced quality of life. Motcomb Street, in particular, with its old-style street lamps and alluring listed buildings, has a villagelike ambience. It is composed of more than 300 niche boutiques and businesses, offering everything from sumptuous Chesterfield sofas to champagne cupcakes, couture hats and beautifully packaged bags of Mayan hot chocolate. Luxury fashion brands have spent decades developing glossy store networks that reflect a uniform and universally global identity. This, however, presents an antithesis to the desires of the modern luxury consumer who seeks experiences, cultural relationships, and unique product finds that bond them to a brand. Studies have revealed that although consumers recognise on sight and on an emotional level of the subconscious whether a product appeals to them, the likelihood of them making a purchase rises if they spend more time in a store. Understanding the nuances that draw the London consumer into stores is crucial to the success of the brand and getting the most from the store space, which experience increasing competition from e-commerce sites. A sense of authenticity and originality are the key factors that draw luxury consumers to stores, according to Mintel (2013). The Elision store will be seen as the home to the brand. It will be aesthetically pleasing while also conveying the message behind the brand personality and values. Universal appeal of the showroom â€“ shop windows, interior design, and all forms of communication â€“ should correspond the values and mission of the brand. More of a gallery for artisan garments than a conventional-looing fashion store, Elisionâ€™s showroom will represent a warm composition of signature brand colours, walnut complemented with custom brass elements. The space is modern, open and simple, with semi transparency onto the breathtaking street architecture. The interior of the showroom will reveal the personality of Elision. It will demonstrate how mature, elegant and authentic the brand is. It is a determining factor in showing whether or not the brand lives up to its claims. The interior defines the brand perception of the consumer. It goes much further than a trendy or attractive interior; it should keep the appeal even after repeated visits.
OFFICE AND DESIGN ATELIER
SEATING AREA SEATING AREA
SHOWROOM 1 ELISION COLLECTION
SHOWROOM 2 FITTING AREA AND FABRIC SELECTION WAITING AREA
MAIN ENTRANCE WINDOW
Fig, 8 Elision showroom mock-up
The showroom is sizable and minimal in décor, with enough room to bring friends or family along for advice if undergoing a fitting for an important garment. The showroom space, although pristine, will feel like an artisan’s workshop. Rich velvets, gauzy chiffons and pretty lace will be lined up neatly in the space where the customer is measured to tantalise sartorial palates. Regal mannequins stand in each corner, proudly showcasing a striking Elision look: from a powder blue knee-length dress, to a show-stopping black jumpsuit featuring delicate floral appliqués. Quality trumps quantity. Products are displayed in a sea of space, and visual merchandising is minimal and powerful. Garments hang from an airy system of angular rails that leaves the floor of the space free of clutter. Sweeping lines and a monochrome décor provide a striking backdrop for the premium fabrics, with the interior becoming a sculpture in its own right. The window displays, which give an open and semi-transparent view into the showroom for passers-by in the street, also create accessible product islands to customers in-store. The showroom will be turned into a ‘gallery’ space with distinctive display units that are self-contained and incorporate all the elements – lighting, modular hanging or shelving aspects and mirrors – required to exhibit the craftsmanship of the garments under optimum conditions. Walnut and custom finished brass elements warm the lighter hues of the concrete and acrylic resin. Mirrored surfaces visually expand the place and further reflect and filter the light. Walnut used in the front section of the showroom runs from the high ceiling over walls and floors to form a seamless surface interrupted only by white alcoves with rails for hanging clothes. Modern, newly designed furniture juxtaposed with several antique showpieces adds a touch of finesse that stresses the craftsmanship of the brand. Contrasting composition of chic, elegant materials and finishes – matte versus glossy, light versus dark – are employed to engage and please the discerning eye. The challenge is to make the showroom like a journey, leading customers down an attractive and intriguing path. All furniture and finishing in the showroom is mostly white except for the large block tables that is in black rough metal. Raëd Abillama Architects will be brought on boards to realise the high-end shopping experience. The architectural concept of the design is to display the garments within a minimal, streamlined and light environment. Their exceptional expertise in building and interior design has successfully completed many projects for brands like Joseph and Balmain. The key words emphasised in the design brief are ‘timelessness’, ‘originality’, ‘authenticity’, ‘independence’ and ‘pragmatism’. Raëd Abillama Architects will utilise the brand colours of blush pink, cream and black as a starting point to design a showroom that reflects an image of inner passion and emotion with a smart, cool appearance. Inspiration of the interiors is drawn architect’s Antonino Cardillo latest project, House of Dust, in Rome. A balanced sequence of compressions and dilatations makes up the space of the house. Beautiful arches, pale pink and cream revive the style of fourteenth century Italy for modern times.
ANTONINO CARDILLO - HOUSE OF DUST
Fig, 9 - 14 Elision showroom inspiration
A simple and aesthetically pleasing website is essential to Elision’s success. Mintel estimates that online sales of clothing and footwear will increase by 18% to reach £7.1 billion in 2013 as fashion has outperformed all other sectors to become the most popular product category bought online. Ipson reports that virtually all affluent shoppers (99%+) use the Internet, 63% own a smartphone and 41% - a tablet device. Hours online in a typical week rose to 41.6, up from 37.4 in 2012. These findings illustrate how important it is for Elision to have a platform to attract global customers and communicate with its existing audience. Aimed at both existing and future consumers, as well as fans and followers of the brand, the website will provide a platform that blends e-commerce with editorial content. Every interaction is designed to be premium, differentiated, and targeted to their taste and preferences. Online and in-store experiences reinforce and complement each other, creating a fluid shopping experience where consumers can begin the journey online and terminate it in the showroom, or vice versa. Elision is just as creative and thoughtful in its approach to the online world. With more and more luxury consumers being drawn to online stores that offer a selection of brands, such as net-a-porter and matches, Elision does not underestimate the significance of the online channel—as both an opportunity and a threat. According to internet psychologist Graham Jones, it only takes 0.56 seconds for a consumer to decide whether to stay on a website or not. If they do stay, the average length of time they spend there is 3-4 seconds. Instant engagement is crucial. Elision understands that providing its customers with an amazing experience is not enough if it takes them a long time to work out what to do. To capture visitors’ attention, Elision will implement several digital marketing tactics:
• Convenience: brains have an in-built system to reduce effort and energy. If a website is convenient and does things in a way that suits consumers, they will instantly feel an emotional bond forming with the brand. • Attraction: Big, bold images from the look book and campaign will be placed front and centre where visual information is processed far better. The eye goes to what is proportionally dominant, and the larger the size of something, generally the more important it is considered to be. • Informative: Elision’s content driven website will provide consumers with a story behind the brand and collection, evoking positive emotion. 90% of Google searches are for information about a product, with only 10% looking to buy. • Customised: Customers desire to have a personal connection with a brand and Elision acknowledges that. With a customised profile for each visitor, repeat purchase is effortless and encouraged. • Knowledgeable: “You have to have authority – one of the things that triggers the left pre-frontal cortex is knowing you are dealing with an expert in their field.” “In order to get your customer to click, what they want is a customised experience that is for them, about them and full of knowledge from someone who really knows their stuff,” said Jones. “If you can do all that in half a second, you’ll get more clicks.” As the world becomes more global, exclusive colourways, customisation and the possibility of a super-bespoke website cater to “that super-discerning customer who wants something that nobody else has”. Please refer to the Website Proposal book for full details and design.
Fig, 15 & 16 Elision website mock-up
SOCIAL MEDIA Objectives: . Elision will be focused on providing a personalised customer service through its various social media channels on par with the experience they would be offered in-store . The content will be kept conversational throughout, providing an authentic experience for customers whilst still maintaining the feel of brand exclusivity . From relevant links to contact information and offers for further assistance, content will be specially designed to transport the customer and connect with them in an aspirational way . Social media channels will also be used to share content about the people and inspiration behind the collection
There was a time when luxury fashion brands felt entitled to isolate their products from the mass market. Fashion week shows and product launches were accessible only to a selected group of journalists and buyers. Exclusivity was central to the brand. The last decade, however, has seen the rise of social media, which has truly led to a revolution in the industry. Consumers do not want to feel isolated from the brands they buy. They want to help shape them. As Suzy Menkes, the head fashion editor for the International Herald Tribune, said in a January 2010 interview, “The world changed when fashion, instead of becoming a monologue, became a conversation.” (Boston Consulting Group, 2013) The number of active consumers in the social media space is unparalleled. There are 665 million daily active users on Facebook, 2.1bn Twitter searches every day and 40m images uploaded to Instagram every 24 hours. (WGSN, 2014) Elision will maintain presence across all key social media platforms, with content posted on each typically connected. All will be evidently and consistently branded with integrated links to the brand’s website when possible. See the social media matrix on the next page for a greater analysis of each platform, forms of content as well as key techniques of execution. Elision will use social media to share content relevant to its target audience’s interests and lifestyles, while creating a personal connection with them through engagement that is unique from the brand’s in-store experience. All content will be consistent in timing and tone across all channels, whilst staying true to the brand identity, always keeping the product visible and available to shoppers, but emphasising more greatly on the story and inspiration behind it so as to reliably connect with consumers. This narrative approach focusing on the lifestyle values of Elision and its audience will be central to the brand’s social media strategy, while delivering a distinctive perspective into its collection and services. This allows for all garments of the collection to be covered in a manner that is clearly relatable to each customer, and also allows sellable opportunities to be effortlessly incorporated throughout.
PROMOTING THE ELISION LIFESTYLE A crucial part of Elision’s social media plan is set to feature stories which purpose is to inspire and inform, recognising that its customers and followers care about more than simply the brand’s garments. It is not merely about marketing products, but instead truly promoting the Elision lifestyle, sharing images and narrated content that delights the customer and influences them in an aspirational way. For example, a documented trip to another country for a photoshoot will be shared on the likes of its Facebook, Instagram and Tumblr pages. Behind-the-scenes shots will be strategically put together into content surrounding the photo shoot, as well as the country’s location and culture, ranging from insights on restaurants to local architecture for instance.
MESSAGES ACROSS PLATFORMS Elision’s approach to content is mostly sharing similar micro campaigns across various social media channels, be it a featured product, corporate social responsibility or general brand news. Although a straightforward and effortless approach, this might create the challenge of redundancy. Elision, however, in order to avoid a repetitious feel, will deliver the content in a way that employs different ideas and different tones of voice to each platform. It will also always link the customer back to the brand’s website in an integrated manner, and elegantly parallels its campaigns among both digital and traditional media.
PERSONAL TOUCH Personalisation lies at the core of Elision’s values. Therefore, connecting with shoppers on a personal level will be a key element in Elision social media strategy. Elision recognises consumers’ need for personal interaction and extends it by appointing a team of speacialised social media members, with the individual names of those posting listed across the social platform. Elision’s brand personality will be communicated evidently to every member that performs on behalf of the brand and will be a key contributing aspect in delivering the desired online experience for all customers. To conclude, Elision recongises that the end goal of followers may not be to make a purchase when visiting social media, although the brand will provide them with an opportunity to do so though engaging content relevant to the consumers’ needs and lifestyles. Content will be slightly modified across the different social channels but nearly every post will be visual with links back to Elision’s website. A personal touch, central to the brand values, will be applied at every interaction and followers will be provided with an integrated mix of product and editorial posts that are more in line with what social media users are used to linking and sharing with others naturally. The ultimate aim is to generate content that not only draws the attention of the consumer in, but also allows for garments to have a main role for that link to where a purchase can be made.
SOCIAL MEDIA MATRIX SOCIAL MEDIA
DESIRED NUMBER OF FOLLOWERS BY 2016
Product visuals different from promotional ones, behind-the-scenes, small stories, news and events
Website (although mostly to the ‘editorial’ side of Mostly limited, but the website rather than regular responses to product pages), look book product and brand requests, events, and other related questions social sites including and concerns Vimeo and Tumblr
Less product-based, more informative on brand news, events or links to other content sources for broader storytelling
Website, but mostly other social sites, including Instagram and Tumblr, as well as related external links
Minimal with followers but shares related posts from influencers
3-5x daily (varies)
Design-based inspiration, travel shots, behind-thescenes, a mix of images and written content, more in-depth portrayal of what the brand offers
Website, relevant external sites, and other Elision social accounts such as Instagram and Pinterest
1x daily (consistent)
Product images, fashion style and lifestyle inspiration, design inspiration related to collection, both original and reposted from other users
Other Pinterest users whose content has been reposted, collection images are sent directly to website, Instagram images
1-2x daily (varies)
A visual alternative to Twitter, intimate, real-time insights from a highly aesthetic, behind-thescenes, a detailed closeup on a specific item or even a scene-setter demonstrating the brand’s current surroundings
Links to other Instagram accounts but platform does not enable actual links beyond comments
Limited, includes reposting from other users
2x daily (varies)
Behind-the-scenes videos and interviews
Limited use of links other than to website page
1x monthly (varies)
Website (although mostly Closely mirrors Facebook to the ‘editorial’ side of content: Product visuals the website rather than different from promotional product pages), look book ones, behind-the-scenes, requests, events, and other small stories, news and social sites including events Vimeo and Tumblr
Product and brand information upon request, otherwise minimal
3-5x weekly (consistent)
1-2x daily (consistent)
NATIVE ADVERTISING Social Advertising remains a key marketing trend plays an even more important role now than ever before. Traditional banner and interruption ads will continue to decline, being substituted with Promoted Tweets on Twitter and Sponsored Stories on Facebook (as well as newly launched Instagram and Pinterest advertising solutions). What makes native advertising unique is that it does not look like an advertisement, apart from small disclaimers. They appear in-stream and read exactly like another piece of user-generated content (Fast Company, 2013). More examples are coming from editorial with opportunities at Buzzfeed, Hello Giggles, Refinery29 and Hearst titles. This type of advertising presents digital update on the advertorial, which is a great method for Elision to build on awareness and consumer base. Elision will invest in a native advertising campaign in order to generate positive brand awareness as the content of the ads is less about interruption and more about integration â€“ paid content that looks and feels natural, and that is part of the fabric of the social experience. Rather than command attention, native advertisements are quickly becoming part of the fabric of the social experience - especially important to consider given the rise in mobile consumption. Another reason to invest in promoted posts is that average reach of organic brand posts has plummeted to 6.2% in February from 12.1% in October 2013 (Advertising Age, 2014). Reason behind this is people are seeing advertisements the brands are paying for. Facebook CEO Mark Zuckerberg boasted during its last earnings call that click-through rates remained stable even as news-feed ad volume grew in the second half of 2013. He said in July that about 5% of news-feed posts were ads and since Facebook introduced promoted posts in January 2012, the decline in the exposure of organic brand content began later that year.
CAUSE MARKETING Corporate social responsibility is more significant than ever and being open and transparent is an essential part of doing business. At a time when consumers are becoming more enquiring and reputational risk is a vital concern, communicating efforts to give back to communities are becoming major commercial considerations. Consumers nowadays believe that corporations have as much responsibility for making a difference as governments do, challenging the very basics of marketing. There has been a shift slowly taking place in the traditional model of marketing, based on ‘taking’ from consumers by interrupting their day with advertising messages, towards a new form of ‘giving’ marketing. (WGSN, 2014) In order to develop an authentic emotional connection with the consumer, Elision will embrace a higher purpose and social wellbeing as one of its core values. Although there will always be those who mistrust brands associated with charity and their motives behind ‘giving’, companies involved in donating a percentage of their profit not only support a good cause and promote ethical business practices, but also offer more to their consumer. When the image that Elision communicates becomes the role they fulfill in the real world, it will have an impact on consumers. Russ Lidstone, CEO of advertising agency Havas Worldwide London, (Advertising Age, 2014) observes a major break from the past as more brands are aware that social purpose is not part of a communications plan or marketing strategy, but that business as a whole has to adopt new behaviours and act in new ways in order to give back. He explains: “Business has an opportunity and a responsibility to be part of the solution. Simply advertising or communicating intent is not enough – brands have to let their actions do the talking.” A Nielsen survey in 2013 also showed that consumers are increasingly making choices based on their conscience. With over 29,000 online respondents, the findings show a strong willingness globally to reward companies that have good corporate social responsibility, and that willingness is increasing – particularly among middle-aged consumers. Moreover, in 2011 44% of global consumers under 20 said they were willing to spend more on products from brands that have employed programmes to give back to society. That increased to 49% in 2013, while for the 21-24 age group it went from 53% to 55% and for the 25-29 age group it grew from 52% to 56%. What this means for Elision is that it has the potential to show its connection to, and understanding of, consumers by taking on their values and promoting them as their own. Implementing corporate social responsibility into Elision’s marketing plan presents a new ways to differentiate the brand and appeal to the target audience’s social and ethical concerns. Corporate social responsibility is rapidly gaining ground in a range of industries, as brands begin to see that social and charitable initiatives can contribute to both the common good and the bottom line.
The charity of choice for the brand is the Vital Voices foundation. Their work identifies, invests and brings visibility to extraordinary women around the world by developing their leadership potential to change lives and accelerate peace and prosperity in their communities. Their experts have trained over 14,000 emerging women leaders from over 144 countries in Africa, Asia, Eurasia, Latin America and the Caribbean, and the Middle East since 1997. These women have returned home to train and mentor more than 500,000 additional women and girls in their communities. The Vital Voices foundation has been selected because its values and mission are also adopted by the Elision target audience. The Elision customer can be described as a successful professional woman, therefore being compassionate towards women aspiring to be leaders in their field is something they feel passionately about. Elisionâ€™s involvement with the charity will entail the brand donating 2% of the profit made by each garment to Vital Voices. Additionally, a scarf will be specially designed by the brand and produced by women in Delhi employed by Vital Voices with fabrics outsourced from local mills where the production process is completely transparent and ethical. The scarf will be named Ava, meaning voice, and is designed using the brand colours of Vital Voices. With every purchase of the scarf, which retails at ÂŁ150, 70% of the profit goes directly to the foundation. The result is a brand where customers buy Elision garments because they feel and look good in them, with the added advantage of them contributing, in a small but crucial way, to empower women worldwide. The purchase of an Elision garment or scarf therefore creates a sense of solidarity, personal satisfaction, emotional well-being, and plays a role in social and human development. By incorporating a successful corporate social responsibility campaign, Elision will embrace a set of values associated with the Vital Voices foundation as well as the brand target audience. Involvement with a charitable organisation will help raise Elisionâ€™s profile and build customer loyalty. Some of the most innovative initiatives, such as green products, can lead to higher margins and greater market share. It will provide a platform that will serve as a way to differentiate the brand by stressing its ethical values through close associations with humanitarian causes.
Fig, 17 Vital Voices logo Fig. 18 Elision Ava Scarf
ADVERTISING A major part of the Elision promotional strategy is advertising. The brand will focus its advertising campaign on those consumers who are most likely to purchase it, i.e. its primary target audience. Only after analysing the demographic, phychographic, lifestyle, and buying behaviours of its primary consumer is Elision able to create a truly persuasive campaign placed in the media the consumer accesses most. The main objective of Elision’s advertising tactic is to introduce the brand and generate awareness from 0 to 15 percent in six months among its primary target audience. And to stay true to its identity, the launch advertising campaign for the brand will be minimal, therefore exclusive, and placed in publication with an editorial voice similar to that of Elision itself. The advertising message – both in image and text – used throughout the campaign will be one that is both attractive and captivating so that the consumer is intrigued to find out more about the newly launched brand. Through its minimal tagline, ‘a made-to-measure indulgence’, Elision will spotlight its unique characteristic, conveying the way in which the brand’s features become customer benefits. Please refer to Appendix D for full size advert. Armed with information on the brand’s target consumer behaviour, Elision has selected limited variety of media most likely not only to reach the most potential consumers, but to also covey the brand message with greatest impact. The attention to editorial, high-quality photographs and engaging tone of voice give the selected publications a long ‘shelf life’, and readers may return to them multiple times or share them with others. Because consumers view the selected publication as an authoritative source of information, it can be suggested that they do not view the advertising as intrusive. They have paid to allow this content into their lives, and by choosing to advertise in magazines with similar values as that of Elision, the brand is exposing itself to consumers that are likely to own, or aspire to own, the advertised brand. To help ensure that the campaign will break through the clutter of all the other advertising to which consumers are constantly exposed, and to be sure that the target customer understands the message, a pre-test has been employed prior to the launch of the campaign. This has been executed through presenting several versions of an advertisement to a small group of the brand’s target audience and assessing their response to the message. As The Gentlewoman, Wonderland, and Oh Comely are bi-monthly publications, Elision plans to advertise in 2 of their issues, alternating in months, during the six month advertising campaign. Marie Claire is a monthly publication so the brand will advertise in the highest circulation issues – September and December. How to Spend It is the weekly supplement of the Financial Times, and Elision proposes to include one advertisement each month, i.e. once every four issues.
The positioning of the advert will be in the first third of the publication and preferably on the right-hand side as our eye movement is left to right. It also should not be underestimates that advertisers often receive some editorial coverage ‘in return’, increasing the chances of Elision gaining additional publicity. Publications in which Elision will advertise: MARIE CLAIRE THE GENTLEWOMAN WONDERLAND HOW TO SPEND IT OH COMELY
Fig, 19 Marie Claire Fig. 20 The Gentlewoman Fig. 21 Wonderland Fig. 22 How To Spend It
AIRPORT LOUNGE PROMOTION As part of Elision’s promotional campaign, the brand will host temporary showrooms for passengers in first class lounges 5 key airports worldwide. These cities include: Dubai, United Arab Emirates; Moscow, Russia; New York, United States of America; Seoul, South Korea, Shanghai, China.
Objectives: • Generate positive word of mouth marketing • Increase brand awareness amongst an international audience and build customer base • Ensure consumers understand and can truly visualise the collection and process • Generate overall turnover of 4 x the cost of renting spaces • Increase online and social media interactions by 50%
Each temporary showroom will last for one week and will run from September 7th to October 11th 2015. The initiative will help the newly launched brand gain awareness through both publicity and word-of-mouth, and ultimately create recognition and customer base in international markets. The idea is to reach an international market of affluent consumers and allow them to discover more about Elision, see its entire collection and experience on-the-spot fitting. The reason behind this initiative lies in the problem with online luxury sales, which is that there is an essential desire, especially in international customers, to touch, feel and hold the item they are about to purchase. While this issue has been diminished drastically over the years, the only way it would work is if a brand has an overtly smooth return policy. For custom services like Elision, however, there is more invested in these garments meaning that they cannot be easily refurbished or resold. Therefore, a temporary showroom in international markets will greatly to generate a loyal and trusting customer base. The locations have been purposely selected due to the countries’ status as economic market leaders. Airports are key gateways to travel-focused shoppers too both inside the city and in the wider region. Airports, and first class lounges in particular, also present a way to connect with the travelling consumer with high disposable income. On the ground, first-class passengers usually have special check-in and security zones at the airport. For many airlines, a First Class Lounge will be offered to International First Class and top tier passengers. First Class Lounges are usually more exclusive and will feature extra amenities over standard lounges. Elision will rent a section of the lounge and separate the layout into a showroom that offers access to the entire collection and a selection of 30 fabrics, and a concealed fitting are, where visitors can be measures by a fit specialist, and fitted with one of the sample garments to find out more about the individual fit preference of the customer.
The initiative will be a documented trip and shared on the likes of the brand’s Facebook, Instagram and Tumblr pages, as well as the blog section on its website. Behindthe-scenes shots will be strategically put together into cleverly written content about the trip, including the country’s culture, with insights on restaurants to local architecture for instance. Dubai - Dubai commands around 30 per cent of Middle East luxury market and around 60 per cent of the UAE’s luxury market. Worldwide luxury goods market revenues will grow as much as 50 per cent faster than global GDP, with an expectation of 4 to 5 per cent growth in 2014 and 5 to 6 per cent annual average through 2015, on track to break the £200 billion sales threshold by mid-decade. Moscow - Russia’s retail apparel market has grown strongly with a CAGR of 5.9% between 2007 and 2011 to more than €20bn, ahead of European markets including France (0.2% CAGR) and Germany (1%), according to Euromonitor. Growth is expected to continue strongly, reinforcing the market’s position as the third-largest apparel market in Europe (11.8%), after Germany (18%) and the UK (13%). Shanghai - China is an integral part of the luxury story in Asia Pacific, both because of the importance of Chinese consumers and the way that luxury has spread to its second- and third-tier cities. Seoul - Seoul in Korea has become the second-biggest luxury goods market after Japan, ahead of Shanghai and Hong Kong. Every year since 2006, sales of luxury goods have risen at least 12%, to an estimated £5.6 billion in 2013. New York – The United States continue to show strong presence on the luxury goods market with 77% of luxury shoppers surveyed in New York said they plan on spending a similar amount in the next six months.
CONSUMER JOURNEY Everything, from the champagne to the water bottles is branded. A client is met, upon arrival, by a host who will write down a few basic details about them, such as their name and email address and introduce them to the brand’s fit specialists and stylists. The space is separated into two sections: a showroom and fitting rooms. The fit specialist will measure the visitor and input those measurements into their custom profile. While the measurements are being taken, the customer is introduced to the brand, its concept, values and background. Visitors are then guided to a stylist who will offer their expertise making the right choice regarding style and cut. Customers will then be presented with a selection of 30 full-length cloths that can be felt, played with, and even draped over the client’s shoulder to imagine what the fabric will look on their complexion. Of course, there are fabric options available that are not on display in the temporary first-class lounge showroom. Thus, there are iPads available to consumers where they can browse the website and see the entire range of options. With knowledge of the customer’s measurements and style preferences, the fitter will then select a selection of sample garment for the customer to try on to determine her preferences in fit. Alterations are then input in the customer profile on the Elision app. If the customer chooses to place an order, the choices are all read back to them to confirm and they input their payment details and an email is immediately sent to their address with a receipt, a confirmation, and a delivery date, no longer than 5 weeks (this accounts for the 4 week completion process and an extra week for an international delivery). Purchase or not, the visitors who had been measured are now active members of the Elision group and have their personalised profile created for them. With those details, they can enter the e-commerce section of the website and make their first or repeat order entirely internet driven. Alternatively, they are invited to visit the London showroom when they next travel to the UK, and commission their made-to-measure piece from there.
IN-STORE COLLABORATION Each season Elision plans to collaborate with a bespoke designer of goods different to those of Elision, and offer customers an incentive discount of said product in the brand’s showroom. The discount is applied when a purchase of an Elision garment is made. This promotional technique will provide added value and an incentive to consumers to stimulate immediate sales. It will also attract new customers, stimulate repeat purchase by existing ones, counteract competition, and take advantage of the opportunities that have been revealed by market research (i.e. the increased demand for customisation and bespoke services). The collaborations will run for a limited amount of time, in most cases a month, and for Autumn Winter 2015 Elision plans to execute it in collaboration with renowned bespoke perfumer Lyn Harris. The promotion will run through November and will offer customers purchasing from Elision the chance to buy Miller Harris’ signature perfume L’Air de Rien with a 20% discount. The collaboration will be exclusively promoted on the Elision website and social media platforms, as well as Miller Harris’ social channels. This will generate positive awareness by followers of the Miller Harris brand, and further establish Elision’s values of craftsmanship and personalisation among its customer base. Background: Miller Harris is scent house founded by Lyn Harris in 2000. Lyn is an English perfumer who had had rigorous French training. She is also known for her bespoke scent services and found herself inundated by commissions. L’Air de Rien has been created by Lyn Harris for the iconic Jane Birkin. A company top seller, this perfume would appeal to Elision’s target market as a sophisticated scent that symbolises the fragrant expression of the actress’ life and style.
Fig, 23 Miller Harris L’Air de Rien perfume
BRAND LAUNCH EVENT An exciting event for the launch of Elision has been developed to showcase the launch of Elision to key members of the press. The key messages communicated will be Elision’s unique personalised and exclusive experience, providing a background story to the brand’s philosophy of quality, content and exceptional service (please refer to Event Proposal booklet for full plan). All tactics outlines in event proposal booklet have been designed to introduce the media and a selected few celebrities to Elision, its story and concept. The launch event will be hosted in Elision’s showroom in Belgravia, London. The event is expected to help initiate press inclusions from the media guests attending as well as develop a personal relationship with journalists that would potentially result in more extensive press coverage pieces that would encourage the brand’s target audience to visit the showroom. The guest list has been specially selected to represent media with a tone of voice and identity similar to that of Elision. The event date has been strategically chosen to coincide with deadlines for publications’ highest circulation issues. The Elision brand values of exclusivity, quality and exceptional service are communicated clearly and aesthetically through every detail in the strategy. The speech by the brand’s founder, Yulia Aleksandrova, will help inform guests of essence of concept, and socialising between guests, tailors and stylists will provide the press with an even deeper understanding of the company. Guests will be entertained from start to finish with a sophisticated musical performances, bespoke cocktails, and exclusive preview of the collection. The complimentary gift bag is the finishing touch in the process of generating a relationship with guests. Their personalised invitation to commission a garment combined with a complimentary Ava scarf will create a strong bond with the important press personalities, subsequently resulting in generating positive press coverage. Overall, the brand event will be a crucial part in the launch of Elision. If executed successfully, the brand will establish positive relationships with all guests, which have the potential to turn the young business into a powerhouse.
Fig, 24 Elision launch event
PRESS KIT A successful PR campaign for Elision will include designing a memorable and impressive press kit that will be sent out to media before the launch of the brand. The press kit will act as an introduction to the world of Elision – its concept, mission, values and aesthetics – the media’s first insider look into the brand. The press kit will contain relevant information and consistent branding, clearly communicating the Elision identity while providing all the necessary information. Elegant design that demonstrates the brand’s attention to detail, quality and craftsmanship is key for press members to visualise Elision’s unique personality and presence.
As the press kit is the media’s first in-depth experience of a brand, it is important that it contains the following things: • A press release introducing the brand: this is the key component of the press kit as it is the chance to grab the attention of the reader. It should clearly and creatively convince the journalist why they should care about Elision. It will provide them with a summary of the brand, concept, description of what the products and collections are, a briefly mention of the brand founder, all in a one-page format. This press release will be positioned independently at the very top of the press kit, as it is the first piece of information Elision wants the press to read. Each document will be personally addressed to the journalist receiving the press kit, further establishing Elision as a brand that places personalisation and individuality at its core. • A press book will act as a collection of news and feature stories and releases providing additional information about Elision – the who, what, where, why, and how about the brand. The booklet will contain cleverly written and beautifully put together content that would further position Elision in a category-of-one. The booklet will be attached to the lookbook and will contain the following: - Interesting interview piece about the brand founder. This has been written in a Q&A format and it shows how the founder got started, where she was educated, past job experiences relevant to the industry, where she is from, where she lives etc. This feature will target monthly magazines such as Marie Claire, RED and The Gentlewoman that often focus on female professionals in their editorial content. - Business feature on the rise of female entrepreneurs that focuses again on the brand founder and highlights the recent success of fashion start-ups founded by women. This information will be strategically targeted at publications with a business focus such as Fortune, Marketing Week, The Economist and the highly successful blog – The Business of Fashion.
- Custom fashion as the new luxury: this release identifies the shift in consumer behaviour and attitude towards slow fashion, and a timeless wardrobe while highlighting the launch of the made-to-measure brand. This piece will suit the likes of high-fashion publications and sections in Vogue, Telegraph, Sunday Times Style, You magazine, Harper’s Bazaar etc. - Trend-based story with high emphasis on fashion. The story will cover the Little Black Dress and its paramount role in the female wardrobe whilst subtly mentioning that as something that is timeless and will never go out of style, commissioning a custom LBD is an investment worth making. Although this story focuses on fashion and trends, it stays true to the brand philosophy of timeless style, rather than discussing a fleeting trend for the season. This story targets publications that place fashion and trends at their core, e.g. Grazia, Cosmopolitan, Elle, etc. - Press release addressing Elision’s corporate social responsibility and the brand’s involvement with the Vital Voices foundation. The story covers the reason behind choosing this particular charity, how exactly Elision is involved, the personally designed scarf that demonstrates the brand’s commitment to helping communities. This feature might appeal to magazines targeted at the more conscious, middle class consumer, such as The Times Magazine, The Gentlewoman and Oh Comely. - Another story in the press pack will detail the launch of the showroom in London, focusing on the works of the architect company commissioned for the job. It will highlight the location and design, and will be targeted at design and architecture publications such as Wallpaper, Architectural Record, Trendland, and Design Week etc. - A release covering the marketing technique of hosting a temporary showroom in 5 key first class lounges in airports internationally will also be included in the booklet. As the story mainly targets at international media, it introduces the brand and its concept, and goes into detail about the promotional tactic. Publications this piece is aimed at include the international issues of major publication such as Elle and Vogue. - The press book will also include links to the brand website and social media platforms, simulating effortless interactions between journalists and Elision. • The Elision press kit will also contain the brand’s look book complete with product and price information. The high quality photography of the collection is combined with cleverly written editorial style information on the inspiration behind it. This will help journalist visualise the essence of the brand and its products, and provide them with exclusive information on the pinnacle of Elision’s designs –craftsmanship and quality. This builds not only on two those values, but also on the overall marketing mission and message of content through storytelling, and exceptional personalised approach to every detail. An informative sheet or sheets that describe the collection and lists prices for available items accompany the lookbook.
• A selection of premium swatches will add something tangible that journalist can touch and that can further establish the feeling of brand authenticity and focus on quality. • A branded Elision usb stick will accompany the other press materials in the kit, containing high res images of the collection and logo.
Contact information will be available throughout the materials in the brand kit as to make interaction as easy and effortless as possible. A digital press kit will also be assembled that can either be emailed to members of the press, or uploaded onto a branded memory stick, which will grab the editor’s attention more so than an email. The content will remain the same as that of the tangible kit, allowing editors to access the information and stories when they want it. The digital kit will use separate folders as to ease the navigational process. The role of the press kit in the PR strategy is crucial – it is the first glimpse into the company the press witnesses, and making it neat, organised, creative, professional, and consistent is crucial to its success. The press kit will be sent to the media list (for full list, please see Appendix E) six weeks before the brand launch in July 2015, and follow up emails will be sent a week following its delivery to check whether the publication has any interest pursuing the story. In order to measure the effectiveness of the PR strategies, Elision will appoint an external press cutting agency that will collate and evaluate the brand’s media coverage. The agency will make sure that Elision does not miss any coverage, while allowing the PR function to utilise its time in gaining coverage, rather than checking for it. The agency will also be employed to collate competitor coverage in order for Elision to gain an even cleared understanding of its competitors’ promotional activities. Please refer to the press kit for details on press releases and content.
BLOGGERS INITIATIVE In today’s over-digitised world, a single blogger has the power to take on a whole fashion house. Fashion bloggers not only attract huge national and international readerships, but many have become celebrities or fashion gurus in their own right, securing book deals and front-row tickets to the latest collections each Fashion Week. As part of its PR strategy, Elision plans to invite a selection of A-list and mid-level fashion bloggers to commission a made-to-measure piece free of charge. With an abundance of Twitter and Instagram followers, and their emphasis on social recommendations, product and brand reviews, or simply a day-to-day online journal, this tactic can help support the core marketing objectives of generating positive brand awareness and building a customer base. Six weeks before the launch of the brand, a press pack along with a personalised invitation will be sent to the selected online personalities inviting them to visit the show room, discover the process, and choose a piece from the collection prior to the launch of the brand in July 2015. Because bloggers are gaining ground on traditional media as never before – in many cases consumers are engaging with bloggers at the same rate or more compared to established media brands (i.e. Conde Nast, Hearst, et al). Also, bloggers have the potential to build content and bolster the Elision brand message if managed and engaged in a meaningful way. According to the Global Trust in Advertising report by Neilsen, which surveyed more than 28,000 Internet respondents in 56 different countries, 92% of consumers say they trust recommendations from friends and family above all other forms of advertising. With so much emphasis on social recommendations, customer advocacy and word-of-mouth, Elision needs to make sure it is interacting with its audience regularly. The key to the brand-blogger relationship Elision aims to elicit is providing bloggers with content perfectly suits their blog’s personality, style and reader demographic. Therefore, the determining factor is not the success of the blogger, but how closely their editorial voice and style matches that of the brand. The early access preview of the collection, and the incentive of a free made-to-measure garment have the potential to result in mentions on social media platforms, the blogger wearing their Elision piece in a blog post, or a blog feature focusing solely on the brand. Ultimately, once the fashion blogger begins to see Elision as trusted content provider, the brand may sponsor the blogger to become its advocate, increasing Elision’s awareness amongst the blogger’s loyal following, and generating a new fruitful revenue stream. The selected bloggers are real women who actually wear the outfits they choose to portray, as opposed to the contrived fashion shoots where models sport the latest catwalk look set against an idyllic backdrop. And that is something consumers can more easily identify with.
The bloggers will be allowed full creative reign over their mentions of the brand, showing that Elision is confident in its taste and vision because the power the brand is trying to harness is the blogger’s relationship with their followers. They trust the blogger to be honest and open, and this motivates them to act. Blogging offers companies a unique opportunity to deliver and create highly targeted PR stories and digital content outside of traditional advertising. If executed successfully, Elision’s relationship with high-end bloggers can help boost its awareness and ultimately generate sales.
SUSANNA LAU STYLEBUBBLE.TYPEPAD.COM Lau is arguably Britain’s biggest style blogger. Her online diary now receives 300,000 unique users and 600,000 page impressions per month. MICHELE OBI MYFASHIONLIFE.COM Michele Obi’s site, which is a mixture of a blog and an e-magazine, focuses on catwalk designers, street fashion and daily news tips. It has more than 150,000 unique users a month and has been featured on shopping websites such as asos.com and oli.co.uk. ISABELLE O’CARROLL ISABELLEOC.CO.UK O’Carroll’s blog is dedicated to her love of fashion, from her favourite designers to charity shop finds. It gets about 15,000 unique users per month. LAETITIA WAJNAPEL MADEMOISELLEROBOT.COM Laetitia Wajnapel has more than 100,000 unique users per month. The popularity of her blog has also encouraged her to create a personal styling website, mademoisellestyle.co.uk. SANDRA HAGELSTAM 5INCHANDUP.BLOGSPOT.CO.UK Sandra Hagelstam is a stylish Finish girl blogging from the UK’s capital. Her blog has reached 15990139 page impressions since its launch in 2010. SASHA WILKINS LIBERTYLONDONGIRL.COM Liberty London Girl blogger Sasha Wilkins was named Best Fashion Twitter Feed in Marie Claire’ 2012 Online Awards and Blogger of the Year at Red Magazine’s Women of the Year Awards in 2011. PEONY LIM PEONYLIM.COM Lim’s website focuses on style and how she accessorises her outfits. Her blog has been profiled by the likes of Vogue Russia, ASOS Magazine, Tatler and Glamour USA.
KRISTABEL PLUMMER IWANTYOUTOKNOW.CO.UK Blogger Kristabel Plummer informs her daily outfits from international cultures and styles. On her blog, she documents travels, exhibitions and daily inspirations, receiving over 10,000 hits per month. ELLA CATLIFF LAPETITEANGLAISE.COM Beyond showcasing her daily outfits, Ella’s blog is a platform, which details her experiences in the fashion industry and shares exclusive interviews and fashion week coverage. In addition, Ella was shortlisted for Fashion Blogger of the Year in the Fashion Monitor 2013 Journalism Awards. SHINI PARK PARKANDCUBE.COM Shini Park is a London based graphic designer and writer behind the fashion blog, Park & Cube. CARRIE HARWOOD WISHWISHWISH.NET Carrie’s style is subtle but marvelous, cloaked in tweed collar dresses, Oxford shoes, pleated skirts, and cat or tea prints. WishWishWish has featured in publications ranging from Company Magazine to The Times.
Fig, 25 Ella Catlif @ lapetiteanglaise.com
Fig, 28 Susie Lau @ stylebubble.typepad.com
Fig. 26 Peony Lim @ peonylim.com
Fig. 29 Carrie Harwood @ wishwishwish.com
Fig. 27 Shini Park @ parkandcube.com
Fig. 30 Kristabel Plummer @ iwantyoutoknow.co.uk
CELEBRITY DRESSING Primary Objective: Generate positive brand awareness Secondary Objective: Build customer base and product sales In order to generate brand awareness amongst the target audience and encourage A-list participation and engagement, Elision plans to liaise with the agents of key celebrities with the hopes that they will take partake in commissioning a bespoke Elision garment. With the media’s enthusiasm for reporting on celebrities and their lifestyles, there is great prospect to utilise the power of celebrity to enhance brand appeal and awareness enormously. This importance of the celebrity association for brands, has increased with the rise in social media, giving rise to celebrities amassing huge followings overnight, which in turn can have a great effect for brands that they reference on their Twitter, Facebook, Instagram and Pinterest feeds. The selection of public figures targeted is not random. The chosen celebrities have all been recognised to encompass the brand’s personality and core values, and are active members of the fashion community with a unique style that inspires a similarly-minded following of people. Their style choices appear to be personally picked which suggests that they truly like the brands they wear, and would wear it despite their status. It is also important that they are not already associated with other brands as ambassadors, as this would reduce the chance of them accepting the invitation. Each celebrity will be sent Elision’s current look book and a personalised invitation to visit the London showroom and choose a bespoke garment. This will be followed up by a phone call to the agent/stylist to see that the invitation has been received and discuss whether said celebrity has brand exclusives, if there are any event appearances coming up that their client will be attending, and if the timing is right and relevant to their client preferences, and lastly checking for availability of the celebrity to visit the showroom for their bespoke appointment. Generating sales by this tactic is described as a secondary objective, as the type of consumer who admires Elision’s collection and is part of the brand’s target market, is also unlikely to be the type to copy celebrities’ styles. A list of justifications for each celebrity has been comprised (see Appendix F for details) in order to make sure their lifestyle and image is aligned with the brand’s values and personality. The success of this tactic can be easily monitored, as unlike traditional celebrity dressing, Elision’s bespoke collection requires an appointment before receiving the garment. By dressing a range of exclusive celebrities who share the same ethos inspires the consumer to relate to the desired personal qualities of Elision. This marketing tactic has been selected to work effectively with the other strategies, and to produce a strong, integrated launch campaign.
Fig, 31 Helen Mirren Fig, 32 Tilda Swinton Fig, 33 Emilia Clarke Fig, 34 Naomie Harris Fig, 35 Gemma Artenton Fig, 36 Anna Friel
PRESS MEETINGS Building real, offline, authentic relationships with press contacts will set Elision apart from its competitors. This is crucial for the success of the brand, as in todayâ€™s over-digitised worlds journalists get inundated with email press releases on an hourly basis. Informal lunch or coffee meetings with the press will help Elision keep in contact and find out where the journalistsâ€™ interests lie, what they are currently working on, and what is coming up in future issues, to therefore make an informed story pitch to them. The meetings will be initiated by emails to press members, with greater focus on guests who attended the brand launch event. Their invitation to commission a free bespoke piece of the Elision collection is a great starting point to continue nurturing the relationship and emotions from the launch event, keeping the brand fresh and current in their mind. The meetings will be between an editor at a magazine or blog and the brand PR manager, and would generally last 30 minutes to an hour. Their main aim would be to give a brief presentation or demonstration about a specific story Elision is interested in getting in the editorial pages of the magazine or blog. A meeting presents a great opportunity for a press member to learn more about what a the Elision PR manager can offer as a source, and likewise, a good way for a PR representative to get a better, more personal understanding about what types of stories the reporter is interested in covering. These meetings also generally improve the chances of the editor responding to future pitches. While the meetings do not guarantee a future inclusion, what they would accomplish is establishing an on-going personal dialogue between the brand and journalists. This is invaluable when the brand wants to pitch and exclusive, needs help finding the right journalist at the publication to cover a story or simply wants to bounce a pitch idea off someone in the press. The aim is for the brand to meet with at least one new press contact a month. Meetings are just another way to keep Elision fresh and current in the minds of press contacts.
SUCCESS MONITORING AND CONTINGENCIES To assess the effectiveness of the proposed Marketing Communications Plan, Elision must constantly refer to its objectives and main aim. Executed successfully, this plan will generate sales and establish the newly launched brand as one with trustworthy reputation. The challenge of launching Elision is to ensure that the message and the brand name enter the consumer consciousness. Measuring the extent to which this has taken place would require regularly evaluating raised brand awareness through press inclusions, or a more measurable outcome such as growth in the brand’s customer base. Regular evaluations will be undertaken during the length of the campaign. This is essential as it would provide Elision with an understanding of how the promotional plan is reaching its target and its failure in doing so may lead to a change in strategy. Magazine advertising may be scaled down to give way to designing sponsored editorials, or advertorials, both online and offline, on magazines and platforms such as Harper’s Bazaar, Elle, Refinery29. This branded content will not be used to trick readers into thinking it is an editorial but to let them understand this is a promotion-related feature which offers extra value via information. The advertorial will be written to match the magazine’s house style, thus the stronger the endorsement. The success of press activities will be constantly monitored through the number of press inclusions, although that may not necessarily result in increased spending. If Elision’s efforts to generate press coverage fail short of the desired amount, the brand will engage more members of the media and invite them to commission a free of change Elision piece, ultimately resulting in publicity. The website and social media figures will be assessed on a monthly basis through online analytics tools to ensure that the pages see a steady flow of traffic throughout the duration of the campaign. In the event that these figures are lower than expected, the brand will invest in online advertising on selected reputable platforms and increase its promoted posts. Elision plans to subtly ask its customers visiting the showroom whether they can recall a particular advertisement or press inclusion that has sparked their interest, and other details to help gauge the impact. The most concrete evidence however is how many consumers a tactic propels to take action, as in making a purchase of the product. Although this data might be difficult to determine with certainty, since every sale may not be the result of someone seeing an article or an advertisement, Elision can obtain at least some idea by tracking sale numbers for a product before, during, and after the tactic has taken place to see if the number shows a increase uptick during the tactic’s time frame. Regular research undertaken during the extent of the promotional plan will try to measure the results against the objectives set at the beginning. The results will then be used to inform a future strategy for the brand’s Spring Summer 2016 campaign and determine how the momentum of the plan can be maintained, or increased. It is important that Elision continues to be included in various publications or the interest which has been generated will decrease as new brands come into the market or competitors increase their promotional activities.
CONCLUSION To conclude, the marketing communications strategies detailed in this plan have been proposed to successfully complete the brand’s main aim of promoting the launch of Elision, a new bespoke womenswear brand, for Autumn Winter 2015. By extensive research of the luxury market situation and shifts in affluent consumer behaviour, the proposed brand concept has been effectively developed to fill an emerged gap in the market. With no direct competitors, Elision will launch as the made-to-measure womenswear brand and confidently lead the way to a new wave of luxury clothing for the discerning consumer, affirming its values of quality, craftsmanship and exclusivity. Consistency across all brand and marketing channels has been carefully considered to achieve a coherent and appealing identity that would generate maximum coverage, both off and online. A combination of advertising, social media, and multiple PR tactics have been designed to appeal to both the press and ultimately the Elision target audience. Launch event for the media, and a bloggers initiative detailed in this plan will help the brand reach the desired amount of brand recognition across both primary and secondary target market groups, and ultimately fulfil both the first and second objective the plan has set. The product will resonate with public relations editors, bloggers, and early adopting influencers. It will be viewed as an opportunity for them to introduce this new market category within the market. An advertising campaign that claims and confirms Elision as the leader within the new product category and the brand as the inventor will highlight its unique benefits, generating both interest and desire from consumers. Cleverly designed digital marketing techniques will help create a conversation rather than a monologue between the brand and the consumers whose attention has been captured by advertising and PR efforts. The appreciation of consumers’ needs and wants will deliver great experiences that would transform Elision into a beloved part of consumers’ lives. Regular research undertaken during the extent of the promotional plan will measure the results against the objectives set at the beginning, altering strategy if necessary to secure a successful future. Executing the proposed marketing plan successfully is vital to confirm and defend Elision’s leadership against well funded, fast following brands that enter the market category with a viable product concept. It will transform the competitive context and place Elision in a category-of-one. Elision will deliver beyond expectations of great performance. It will reach the heart, as well as the mind of consumers, creating intimate, emotional connections that eventually result in high sale numbers and return of investment.
IMAGES Fig, 1 & 2 Made-to-measure atelier Isabelle Thomas (2012). Atelier Anonyme [image] Retrieved from http:// www.lexpress.fr/styles/
Fig, 25 Ella Catlif @ lapetiteanglaise.com Silvia Olsen (2014). Ella Catliff LFW [image] Retrieved from http://silviaolsen.blogspot.co.uk/
Fig, 4 & 5 Elision primary consumer – Lena Toast (2013). TOAST / october 2013 / women / house&home [image] Retrieved from http://www.pinterest.com/
Fig. 26 Peony Lim @ peonylim.com Peony Lim (2014). Peony Lim [image] Retrieved from http://thematerialsleuth.wordpress.com/
Fig, 6 & 7 Elision secondary consumer – Anna Toast (2013). TOAST women 2013 / February [image] Retrieved from http://www.pinterest.com/
Fig. 27 Shini Park @ parkandcube.com Parkandcube (2013). Shini Park [image] Retrieved from http://www.parkandcube.com/
Fig, 9 - 14 Elision showroom inspiration De zeen magazine (2013). House of Dust by Antonino Cardillo [image] Retrieved from http://www.dezeen.com/
Fig, 28 Susie Lau @ stylebubble.typepad.com Susannah Lau (2014). Susannah Lau [image] Retrieved from http://www. stylebubble.co.uk/
Fig, 15 & 16 Elision website mock-up Graphic Burger (2014). Apple Devices MockUp [image] Retrieved from http://graphicburger.com
Fig. 29 Carrie Harwood @ wishwishwish.com Carrie Harwood (2014). What Carrie Wore – Day 2 [image] Retrieved from http://www.cosmopolitan.co.uk/
Fig, 17 Vital Voices logo Vital Voices Foundation (2012). Vital Voices logo [image] Retrieved from http://www.prweb.com
Fig. 30 Kristabel Plummer @ iwantyoutoknow.co.uk Kristabel Plummer (2014). Kristabel Plummer [image] Retrieved from http://youlookfab.com/
Fig. 18 Elision Ava Scarf Leif (2014). Heart Storm Wool-Silk Scarf [image] Retrieved from http:// www.leifshop.com
Fig, 31 Helen Mirren Adel Kuptsoff (2013). Helen Mirren [image] Retrieved from http:// mans-womans.com/
Fig, 19 Marie Claire Marie Claire (2014). Marie Claire January 2014 [image] Retrieved from www.purepeople.com
Fig, 32 Tilda Swinton Paul Bird (2012). Tilda Swinton [image] Retrieved from http://commons. wikimedia.org/
Fig. 20 The Gentlewoman The Gentlewoman (2013). The Gentlewoman Winter 2013 [image] Retrieved from forums.thefashionspot.com
Fig, 33 Emilia Clarke Jason Merritt (2013). Emilia Clarke [image] Retrieved from http://www. hollywoodreporter.com/
Fig. 21 Wonderland Wonderland (2012). Wonderland Magazine [image] Retrieved from http:// www.pocketmags.com/
Fig, 34 Naomie Harris Lee Pinkerton (2014). Naomie Harris [image] Retrieved from http://www. thetvcollective.org/
Fig. 22 How To Spend It How To Spend It (2012). How To Spend It Big Fashion Issue [image] Retrieved from http://www.initialaccess.co.uk/
Fig, 35 Gemma Artenton George Miller (2013). Gemma Artenton [image] Retrieved from http:// wallpaperdip.com/
Fig, 23 Miller Harris L’Air de Rien perfume This Side of Perfume (2012). Miller Harris L’Air de Rien perfume [image] Retrieved from http://thissideofperfume.wordpress.com/
Fig, 36 Anna Friel Steve Granitz (2011). Anna Friel [image] Retrieved from http://www.imdb. com/
Fig, 24 Elision launch event Lauren Kinelski (2014). Store opening NYC [image] Retrieved from https://www.flickr.com
BOOKS Roberts, K. (2006). Lovemarks: The Future Beyond Brands. United Kingdom: powerHouse. Fill, C. (2013). Marketing communications: brands, experiences and participation. United Kingdom: Pearson Greenwood, G. (2013). Fashion marketing communications. United Kingdom: John Wiley & Sons Mink, P.; Petrizzi, R.; Gill, P. (2012). Marketing Fashion: a global perspective. United Kingdom: Fairchild Books
ONLINE: Mintel. (2013). E-commerce - UK - July 2013. Retrieved from http://academic.mintel.com. Mintel. (2013). Fashion Online - UK - August 2013. Retrieved from http://academic.mintel.com. The Boston Consulting Group. (2012). The New World of Luxury – US – December 2012. Retrieved from http://www.bcg.com/. The Boston Consulting Group. (2013). The Fifty Ideas that Shaped Business today – US – June 2013. Retrieved from http://www.bcg.com/. The Boston Consulting Group. (2013). Reshaping the Luxury Sector – US – May 2013. Retrieved from http://www.bcg.com/. FT Special Report. (2013). Business of Luxury – UK – June 2013. Retrieved from http://www.ft.com/special-reports. Bain & Co. (2013). Worldwide luxury goods continues double-digit annual growth; global market now tops €200 billion, finds Bain & Company – US – May 2013. Retrieved from http://www.bain.com. Ipsos. (2013). Affluent Population Grows Larger, Wealthier, and More Engaged with Media – UK – September 2013. Retrieved from http://www.ipsos-na.com. Ipsos. (2013). The Ipsos Affluent Survey. Retrieved from http://www.ipsos-na.com. WGSN. (2013). FT Business of Luxury Summit: macroeconomic focus – UK – June 2013. Retrieved from http://www.wgsn.com.libaccess.hud.ac.uk.
WGSN. (2013). E-commerce: sizing technology update – UK – November 2013. Retrieved from http:// www.wgsn.com.libaccess.hud.ac.uk. Jacobs, D. (2013). Made-To-Order Fashion Goes Mainstream. Forbes. Retrieved from http://www.forbes. com. Roberts, A. (2013). Luxury Market Headed for Slowest Year of Growth Since 2009. Bloomberg. Retrieved from http://www.bloomberg.com/news. Driscoll, M. (2013). A Luxury Market Update. The Robin Report. Retrieved from http://therobinreport. com Wang, L. (2013) Luxury Sales to Exceed $318 Billion, Driven by Emerging Markets and ‘Affordable Luxury’. The Business of Fashion. Retrieved from http://www.businessoffashion.com. Kay, K. (2013) Bespoke clothes take over as the real fashion luxury. The Guardian. Retrieved from http://www.theguardian.com. Kim, C. W.; Mauborgne, R. (2005) Blue Ocean Strategy. Retrieved from http://www.blueoceanstrategy.com/. Amed, I. (2010). Suzy Menkes on the Growing Influence of Fashion Blogs. The Business of Fashion. Retrieved from http://www.businessoffashion.com/2010/01/fashion-2-0-suzy-menkes-on-the-growinginfluence-of-fashion-blogs.html. Epstein, R. (2013) 4 Reasons to Book Desk Side Meetings with Editors. PR Couture. Retrieved from http://www.prcouture.com/ Meis, R. (2014) A Fashion PR Guide to Working with Celebrity & Fashion Stylists. PR Couture. Retrieved from http://www.prcouture.com/ Getman, P. (2013). Launch a brand. MicroArts Creative Agency. Retrieved from http://microarts.com/
APPENDIX A SWOT ANALYSIS STRENGTHS • Unique idea unlike any other brand on the market (USP) • Taps into a newly identified shift in consumer behaviour within the luxury market • High-quality, durable collection with minimalist and timeless designs • Offers a more anonymous look than other mainstream luxury brands • Corporate social responsibility in the form of supporting a charity important to the target audience • Stabilised economy with a luxury market worth £200 billion and continuing to grow • Offering similar price ranges to ready-to-wear while providing a unique shopping experience and a one-of-a-kind personalised garment
OPPORTUNITIES • Opening showrooms internationally to attract more affluent consumers • Increasing the number of Travelling Tailors nationwide • Securing store space with luxury department stores internationally • Brand recognition and private investors resulting in a bigger budget for major advertising campaigns • Future collaboration opportunities with other bespoke designers • Developing specially sourced ethical collections to increase corporate social responsibility • Celebrity endorsement • Potential to diversify into subsidiary products such as accessories, experiences, stationary etc.
WEAKNESSES • No media recognition • Relies on crowd funding to raise capital for funding promotional campaigns • Budget not big enough for major advertisements • Products not affordable to most • No other products from the range with a cheaper price point to attract a younger market • Somewhat complex concept • Lack of marketing experience • Lack of contacts in the media
THREATS • Risk of high return rates from customers due to the un-recyclable nature of the garments • Difficult to attract tourist spending due to brand unawareness • Sponsors may be unwilling to fund an unknown brand • Downturn of the economy • Ready-to-wear brands may launch a bespoke service as an extension of their brand • A direct competitor may launch at the same time • Somewhat complex concept – might turn potential shoppers off • Rise in operating costs
ECONOMIC The United Kingdom has an open economy and ranks among the sixth largest in the world. Properly managed fiscal and monetary policies have produced an expanding economy in the country with low inflation and strong government finances. POLITICAL Elision is based in the UK, which has a stable political scenario, and there are no serious threats to it. The tax system in the United Kingdom is among the most attractive in the developed world with low corporate and personal taxes.
Current economic situation in the UK is favourable with low-to-moderate interest rates which signal a healthy economy. A healthy economy is a sign of increasing disposable income which, in turn, is good for the business. Worldwide luxury goods continue double-digit annual growth; global market now tops â‚Ź200 billion, according to Bain & Company. The luxury sector has been able to largely resist the global recession for several years, and it is expected perform similarly in 2014. International market research firm Euromonitor has also stated in the 2014 edition of its annual Passport: Luxury Goods report, that despite continued macroeconomic uncertainty, spending is projected to increase by more than 35 percent over the next five years. The number of luxury consumers worldwide has more than tripled over the past twenty years, from roughly 90 million consumers in 1995 to 330 million at the end of 2013; this according to Bain & Company.
SOCIAL Elision will operate in London, which places it in a diverse socio-cultural arena. The brand needs to address social factors such as consumer’s tastes and preferences, attitudes to foreign products and services, the amount of time that consumers can dedicate for leisure, mortality rates, and aging of population. Taking these factors into consideration will equip the brand to accordingly cater to the needs of the consumers. Consumer values are shifting from having or owning, to being and experiencing. More bespoke shopping experiences involve the individual including personal history, desires and dreams, states a recent Robin Report (2013). Ipsos Marketing cited the bi-monthly Mendelsohn Affluent report (which defines 59 million affluent consumers in the US earning at least $100,000 annually) and offered the following statistics: 86% of the affluent agree luxury is in the eye of the beholder, and 54% see deteriorating quality in luxury brands and regard marketing as veneer, not authentic. Prior to the financial crisis, high margins and strong growth were the norm, sometimes even during downturns. Affluent consumers for whom luxury was an irreplaceable source of self-indulgence and distinction drove demand. And undeniably, the solid performance of major luxurygoods brands in 2013 indicates that the industry remains apart from ordinary retail. However, the quick turnaround in demand masks significant challenges facing the industry. According to the BSC (2013), over the past several years, four trends have helped change the definition to the concept of luxury: changes in tastes and buying behaviors, the rise of new markets, the blurred definition of true luxury, and the advent of new media. Bain and Co. found that consumers are prepared to pay 20% more than typical equivalents for customised items. With almost three quarters (73%) of consumers attributing great significance to “individuality and being able to express oneself,” it is evident that customisation will be a key factor is driving consumers towards brands that offer an intimate and personalised brand experience. Valuefor-money is no longer limited to price consciousness, personalised benefits are considered the most influential decision-making factors determining whether a product offers good value-for-money. Therefore, personalisation raises the item’s value and promoted brand loyalty.
TECHNOLOGICAL Mintel estimates that online sales of clothing and footwear will increase by 18% to reach £7.1 billion in 2013 as fashion has outperformed all other sectors to become the most popular product category bought online. Ipson reports that virtually all affluent shoppers (99%+) use the Internet, 63% own a smartphone and 41% - a tablet device. Hours online in a typical week rose to 41.6, up from 37.4 in 2012. A recent study conducted by eMarketer highlighted that affluent consumers in the UK dominate the online world and are the most active of all digital users. Not only does the report suggest that the more affluent demographic (AB) spend more time per week on the internet than any other social group, it also demonstrates that they are more active online than any other demographic whilst at home, in the workplace, in education or elsewhere. This information could be incredibly beneficial for businesses looking to target this demographic as it demonstrates the opportunity to reach this audience via a well-executed digital marketing strategy. Social media remains one of the main uses of the Internet in the UK with over three quarters of consumers accessing social networks. Londoners (80%) and sixteen to twentyfour year olds (93%) were some on the most likely users of social media sites such as Facebook and Twitter. Smart mobile devices are another digital technology UK affluents have taken up quickly. According to Ofcom data, in terms of smartphones, the figure for affluents was 62%, above all other segments. And tablets have also seen especially high uptake among affluents, although that disparity may close as more mini tablets come to market.
APPENDIX B COMPETITOR ANALYSIS Brand
USP Modern, feminine designs adopted by many public figures
Feminine silhouettes and strong use of striking colours
30-40 affluent luxury shoppers who update they wardrobe each season with key pieces
25-35 upper class women Elite and wealthy people interested in buying into a fashion brand with a conscious
Strengths Modernised high society dressing. Strong celebrity endorsement.
Multiple celebrity dressings, including several outfits worn by The Duchess of Cambridge, and other royals or elite
Ethical luxury that provides employment for sex traffic victims
Timeless 40-50 affluent investments that Signature smart women, will most likely tailored tweed particularly not go out of jackets and coats found in the fashion countryside
Dedicated target market. Timeless designs that will not go out of fashion
Clean sharp silhouettes with an emphasis on graphic and bold intarsia knits
Affordable luxury with very modern and fashionable designs
20-35 professional women who enjoy creativity and innovation
Coherent and strong brand identity evident through their website and promotional materials
Completely bespoke women’s suits
Very smart and formal womenswear, mostly consisting of suits
Older affluent consumer, most likely a successful professional
Feminine, flattering and easy to wear
Feminine, classic pieces with High end ready striking use of to wear colour
Minimalist designs with feminine elements
Subtle designs that are perfect for creating a minimal look
Website is very basic with no e-commerce element. Price if very high, with some dresses over £4000 Weak social media promotion. Branding is not as strong as to that of its competitors. Bespoke service is not very developed and only available in their London store. Slightly outdated style. Unappealing website and poor presence on social media
Each garment from the collection can either be purchased readyto-wear or madeto-measure from her store. Recently launched a made-tomeasure option. Customers can choose from an existing style and change colour, slightly tweak design Available for made-tomeasure only in the designer’s London store
The collection can be ordered Still relatively made-to-measure new and through their unknown to most showroom but of their target no additional audience information is available He doesn’t have Largely a “house style”, successfuwith but collaborates Poor website favourites in with women to Limited presence the likes of create a perfect on social media Madonna, suit for their Kirsten Dunst, body shape, Stella McCartney lifestyle and tastes
Young and modern affluent women who enjoy experimentation while exuding femininity
Recognised as one of the best new designers and stocked internationally
Affluent and urban young women, often creatives
Well renowned designer with very strong promotional campaign each season
Minimal social media activity No e-commerce store and no online presence No e-commerce platform Limited but strong social media presence
APPENDIX C PRIMARY RESEARCH This survey was designed when assessing the feasibility of launching Elision. Following that, more questions were added and some edited, more responses were collected from luxury goods consumers in London. Responses were collected by visiting Bond Street, the luxury shopping destination in London, and stopping people on the street to ask if they would answer the survey on an iPad.
a made-to-measure indulgence
ELISION • 42 York Street • London • SW1 3BN • T: +44(0)20 3353 3442 83
APPENDIX E MEDIA LIST - PRESS PACK
MEDIA LIST - PRESS PACK
APPENDIX F CELEBRITY DRESSING JUSTIFICATION NAME
The Artists Partnership
Ken McReddie Associates
Media Talent Group
TESS Management London
JUSTIFICATION Over the years, Tilda Swinton's fashion has been described in as avant-garde, androgynous, and brilliant. And as her fashion has continued to go against convention, so have the movies she's made. With highly anticipated films coming out in 2015 has given her more opportunities to show off her unique style on and off the red carpet. The award-winning actress has starred in the famous British series Land Girls, the film noir London Boulevard, and the American TV show Pushing Daisies. She has several promising upcoming films in 2014 and 2015 and will return to the West End where she will play Yelena in Anton Chekhov's Uncle Vanya alongside Ken Scott and Samuel West, placing her in the stoplight even more. Blunt's acting career began on the stage in London, before continuing on to the big screen. She has won a Golden Globe and made her debut in America in The Devil Wears Prada, opposite Anne Hathaway and Meryl Streep. She has several upcoming major films in 2014 and 2015 opposite Tom Cruise, Benicio Del Toro and Johnny Depp Beckinsale's break-out movie was Pearl Harbor, which she followed up with roles in The Aviator and the Underworld franchise. She has several upcoming films in 2015 that are guaranteed to attract the mediaâ€™s attention. The talented actress plays Daenerys Targaryen in HBO's highly successful Game of Thrones. A departure from her claim-to-fame character, Clarke is about to play Holly Golightly in a Broadway production of Breakfast at Tiffany's. Artenton broke out as Strawberry Fields in Quantum of Solace, and followed with several awardwinning roles. With strong presence on film festivals and an undeniably elegant fashion sense, she would make the perfect choice for celebrity dressing.
United Agents Ltd.
The Artists Partnership
JUSTIFICATION After breaking out with Danny Boyle's 28 Days Later, Naomie Harris nabbed the coveted role as Eve Moneypenny in Skyfall. Following that success, Harris will play Winnie Mandela, Nelson Mandela's wife in the upcoming biopic, Long Walk to Freedom. As long as she keeps her momentum going, Harris will be a familiar name internationally soon. Besides being the youngest person ever to have six Academy Awards, Winslet has won a slew of other awards, including the Honorary Cesar Award. Which makes sense, considering her filmography includes critically acclaimed movies such as Eternal Sunshine of the Spotless Mind, Revolutionary Road, and The Reader. Throughout the years, Helen Mirren has retained her impeccable style and force in the acting world with movies such as The Queen, Hitchcock, and RED. In 2003, Mirren was made a Dame for her work in the performing arts. Besides that glorious title, Mirren has an Academy Award, four BAFTAs, three Golden Globes, two Cannes Film Festival Awards and four Emmys. Wife of award-winning actor Colin Firth, Livia Firth is the Creative Director of Eco Age Ltd and was the driving force behind the launch of the Green Carpet Challenge (GCC) in 2009. Her elegant style choices often position her as one of the best dressed public figures. Fearne Cotton has moved into radio, replacing Jo Whiley on Radio 1, and becoming the first regular female presenter on the channel's Chart Show. Known for her stylish fashion choices, Fearne does a great job combining smart and casual looks. Florence Welch has performed on the catwalk for Chanel, was named the " perfect Gucci girl" by Frida Giannini and calls on the likes of Givenchy, Balmain and Alexander McQueen for her red carpet style. Her fashion credentials were cemented when her debut Vogue cover hit the newsstands, placing her alongside the magazine's most recent musical cover stars Rihanna and Adele.