Fda Fashion Marketing and Promotion (online) Unit: Public Relations and New Media Planning Katie Gavaghan 03105345
Contents Executive Summery
Part 2- Press Releases
Media Pack Contents
List of Targeted Media
Ensuring Media Coverage
Photographs from the Event
Executive Summery Jaegers' innovative design and sumptuous use of fabrics have sustained this heritage brand for over 125 years but with the induction of Jaeger London, a trend lead contemporary addition to the brand, the style in which this news is conveyed to Jaegers publics' must evolve to fit the brands new modern image. Firstly looking at the message content itself, then identifying those who will potentially be interested in the new Jaeger London line and finally determining how to effectively reach them. This report will outline Mode PR's proposal for the launch of Jaeger London over a six month period culminating in Jaeger London showing their debut collection at London Fashion Week Sept 09. Situational Analysis Overview Jaeger is a luxury British fashion brand established in 1884, the brands reputation is founded on heritage, classic style, unique design and quality. 'We are above all a modern classic brand. We are up-to-date with trends and fashion, we are strong when we position our range along classic lines, which are relevant to the market we serve'(Jaeger Employee handbook, 2007, page 11). In 2008 Jaeger sales figures peaked at £82.2 million. Harold Tillman acquired the brand in 2003 appointing Belinda Earl as Chief Executive in September 2004, by June 2008 Jaeger had 146 shops in the UK selling women's wear, menswear, accessories and gifts. Outside of the UK, Jaeger has stores in 16 other territories: Australia, Belgium, Canada,Dubai, Japan, South Korea, Switzerland, Thailand and USA. Mission Statement 'It is our goal for Jaeger to be a world class brand. We are well on our way to achieving this, but we must all play a part to enable us to deliver our goal. Building a world class brand takes time. Great things are achieved through a focused approach, hard work and dedication. Attention to detail is key. Every employee must sign up to delivering the high expectation building a world class brand demands. This has to be evident in everything we do from our store environments, to how we manage our business behind the scenes. To help us achieve our goal we must all understand the key attributes of our brand; we call this our DNA. This covers our heritage, product categories and brand attributes.' (Jaeger employee handbook, 2007, page 10) Jaeger garments will always be true to Jaegers DNA and brand values: • Premium • Innovative • Original • Modern Classic • Quality • Elegant • British 4
Jaeger Londons' Garments Price Points Garment
Jaeger position in the luxury market in the U.K has long been established but on a global scale it was still a relatively small brand with little exposure until Harold Tillman purchased the company in 2003 and launched a campaign to infiltrate the brand into previously untouched markets, particularly in the Middle East where there's been a boom in the consumption of luxury goods. Jaegers' position in the British luxury market based on research conducted by Mintel (which is detailed in appendix 1) in comparison to its competitors is as follows. Positioning Map
PESTEL Political • •
The government have reduced tax on luxury goods to 15% from 17.5% to actively encourage consumers to spend. Interest rates have been cut to 0.5% which will reduce the amount companies have to repay on business loans. 'The Bank of England yesterday urged the treasury to hasten plans to ease the flow of credit to companies.' (Financial Times, 9th Jan 2009, page 1). At 0.5% it is at the 'lowest since the central bank was founded in 1694' (www.gaurdian.co.uk, J. Kollewe, 5th March 2009).
The exchange rate has fallen on the pound which makes global trading increasingly difficult for British companies. For companies who mainly supply the U.K this could be considered an advantage over foreign imports.
The Credit Crunch. Over the last twenty years credit has been promoted as being available to all and the most obvious payment option, buy now, pay for it in manageable instalments. This has changed in the last year, the number of loans and the amount available to borrow has reduced dramatically due to economic slow down. Certainly consumers are putting more consideration into their purchases. When the country is in recession it is considered bad manners and tasteless to openly display ones wealth. Ostentatious displays of money are socially frowned upon. 'There is a 'material change in sentiment' and while top end is still strong, many feel this is not the time for ostentation.' (www.mintel.com, Designer ClothingUK, August 2008).
The main technological advance in the last 20 years is the internet which continues to evolve and expand, offering new ways to interact with the consumer. Online retailers, with companies like ASOS reporting increased sales of '80% for the 4 weeks up to April 27th 2008' (Mail on Sunday, 6th July 2008, page 63) have bucked the trend of declining sales. Offering value for money, accessibility and efficient service while keeping their overheads low has been key to ASOS success.
The Green Issue. Consumers are increasingly looking for products that are ethically made and are not manufactured to the detriment of the environment. Companies and consumers alike are being encouraged by the government to consider their impact on the environment and reduce their carbon footprint. One of the best options is for companies to source goods from local suppliers which has the added benefit of regenerating the local and national economy.
The internet has allowed the consumer access to information previously unavailable to them, with many websites offering in depth advice it is increasingly important that companies operate within legislation as consumers are fully aware of their rights and the companies responsibility towards them. It is favourable that companies have clearly defined policies made available to the consumer and operates in a honest manner.
Jaegers Target Customers
From customer research conducted by Jaeger we can identify Jaeger Londons' target customer. She is a style leader, Sienna Miller embodies the essence of a Jaeger London girl, confident in herself, individual in her style, always looking for new trends and ways to re work old pieces in her wardrobe. She will invest in pieces she deems this seasons staples and relishes being the first to fashion this seasons trend. Jaeger London Target Customer • Female • 20-35 year old • Trend leader • PWF (pre family, white) Have established her own household, childless. • ABC1 occupation group • Located in Rising (C) or Aspiring (E) area's. • Daily internet use, remote and in the home or work place. • Visits websites like, fashionista, hint, Instyle and Style • Reads The Metro, The daily Mail, The independent • Reads magazines like Talter, Heat- for a quick injection of celeb gossip and Grazia. Visual Portrait of Jaeger London Target Customer
Opinion of the Brand 50 members of the public who fitted Jaeger Londons customer profile (aged 20-35, female and shopping in The Grand Arcade, Cambridge which is renowned for its mix of heritage and cutting edge fashion), were surveyed to determine Jaegers current image. Full details of the survey and results can be found in appendix 2 but analysing results from questions regarding Jaeger's current brand image are as follows:
Do you shop in Jaeger
How would you discribe Jaeger? 30
25 Row 2
20 15 10 5
no. of people
no. of people
30 20 15 10
Sometimes Regularly (monthly) Of ten (More than once a month
Public opinion shows that Jaegers current image is classic although 22% considered the brand to be modern, whilst 44% shop in Jaeger currently that leaves 56% yet to be convinced SWOT Analysis Strengths: British heritage brand rich with 125 years experience Jaeger has global reach Extensive archive to draw inspiration from Reputation for quality craftsmanship and beautiful fabrics Jaeger has a strong, skilled and talented team. Harold Tillman at the helm supported by Belinda Earl and Karen Boyd. Has a good reputation in the business community as being a considerate and socially responsible employer Weaknesses: Brand has a conservative, classic image which can be viewed as unfashionable. Jaeger London is a new edition to the brand- no public awareness. Opportunities: The internet will allow us to inform the public about Jaeger London faster and we can reach a wider audience than ever before. As the economy declines consumers look for products which are quality and have style that will translate from season to season. The Jaeger brand has 146 established stores to distribute the new line in. Social factors such as a products carbon footprint, origin and the companies ethical reputation is becoming increasingly important to the consumer. Threats:
There are many established brands in the luxury market already- Stella McCartney, Alexander McQueen. New talented British designers are emerging all the time. Recommendations Jaeger London- innovative, cutting edge design, quality, exquisite material and heritage. All of these adjectives encapsulates the essence of Jaeger London. From primary and secondary research conclusions can be drawn regarding the publics current opinion of Jaeger, the brand is considered to be excellent quality, luxurious, British heritage and classically stylish. All attributes Jaeger London can build on when introducing the new line to its publics. Jaeger Londons' targets customer is sassy, fashion forward, ahead of the game, confident, has her own style and loves fashion. This should be reflected in the way Jaeger London communicates with her, from the choice of media used to the style in which Jaeger London is presented to the public. Unlike a stand alone brand Jaeger London already has an existing customer base in the form of Jaeger Womenswear and although the target customer differs from Jaeger Londons, a current Jaeger customer could be a potential Jaeger London customer as they already have established brand loyalty. Re-educating existing customers to the direction the brand will be moving in as whole and information on the launch of Jaeger London should allow existing customers to adapt and move with the brand.
Objectives Short Term objectives – To be achieved within 12 months • To inform existing customers of the brands extension in to Jaeger London • To raise public awareness of Jaeger Londons' launch at London Fashion Week 09 and gain media coverage of the event. Medium Term objective- To be achieved within two years • To insure Jaeger London target customer is aware of the brand. Long Term objective- To be achieved within five years • To help establish Jaeger as a world class brand.
Public's Identifying Jaeger Londons' key publics is essential to the success of this PR campaign. To achieve the objectives set out above this campaign must communicate with the following publics listed below. Once these have been decided and clearly defined it will then be possible to select the most appropriate form of media to convey the message to its target audience. 10 Opinion Leaders Jaeger Londons opinion leaders are those in the public eye, who's opinion is reconsigned
as having influence over the brands public. This includes celebrities considered to be fashion forward or stylish, i.e. Kate Moss, industry figures who's opinion is respected among the fashion community, i.e. Anna Wintour or those considered to be experts in their field, i.e. Safia Minney. The MessageKaren Boyd will be heading up the design team responsible for reinventing Jaeger, a brand which has over 125 years of British heritage behind it, will introduce a innovative, contemporary, trend lead line- Jaeger London to the brand at London Fashion Week 09. Media The media convey Jaeger Londons' message to their public so it is imperative the message is correct and news worthy. Effectively editors control what information is published and what the public reads about the brand. Gaining media coverage is crucial to raising brand awareness and re-educating Jaegers public about the brand. The MessageJaeger, the British heritage brand is moving forward and launching an innovative trend lead line Jaeger London at London Fashion Week 09, as an addition to the classic brand. Launching a luxury brand in uncertain times adheres to the trend of prosperity in the luxury sector during recession. Consumers and Users Unlike marketing which is primarily concerned with increasing sales and making sure the brand is profitable, good PR is relaying news worth information to the companies publics. This in turn creates public awareness and understanding of the company creating a base which marketing and advertising can build on to maximise sales. MessageJaeger is introducing a ultra modern, innovative line to the brand- Jaeger London. This line will have all the characteristics the luxury brand is renowned for, iconic style, quality fabrics and exquisite detail. Giving the customer a variety of choice within the brands range. The Media Jaeger London• Innovative • Cutting edge design • Sassy style • Heritage • Exquisite fabrics • Luxury • Cool Britannia. 11 Research into public opinion of Jaeger enabled Mode PR to identify which of the brands attributes are translating clearly to the public and which are not. Were Jaeger London
differs from Jaeger these attributes need to be highlighted so the public can differentiate between the two and understand the new brand. Jaeger has an established reputation for luxury, heritage, British style and beautiful fabrics so with these qualities are already associated with Jaeger the priority for Jaeger London is the brands other attributes. • Innovation • Cutting edge design • Sassy Style • Cool May 2009 Collaboration Whilst Karen Boyd and her team will encapsulate all of the above within the collection, associating the brand with someone regarded by the public as emulating all these qualities will help Jaeger London attain their desired status prior to the launch of the collection. Celebrity collaborations are particularly successful because they allow the celebrity to determine how much they input and the brand can interpret the celebrities style and personality without losing their signature style and finish. The most profitable collaborations are those that allow the brand to assume qualities that the celebrity possess and shift the publics perception of the brand, moving it into markets that were previously unavailable. Karl Largefeld at H&M is a prime example of a high street brand attracting new customers looking for designer goods that would have previously only been available in the luxury market. 'Hennes and Mauritz have seen fourth quarter profits rise by 22%- boosted by strong demand for its premium-priced Karl Largefeld range. The range of coats, frocks, blouses and shirts by Chanel designer Largefeld sold out within hours of its November launch' (www.fashionunited.co.uk, 28th Jan 2005). Possible Celebrities
* images from www.elle.co.uk
Daisy Lowe Sienna Miller Jaime Winstone Jaime Winstone 23 year old Jaime Winstone, daughter of Ray Winstone (British film legend) is perfectly
positioned to bring a modern, cool British edge to Jaeger London. Regularly scene out on the party circuit and attending fashion events (she actually modelled in Vinnene Westwoods Circus Parade Show), she is renowned to have a quirky, bold, sassy style, quintessential British and epitomizing young trendy London. Currently working as an actress, staring in edgy British films 'Petite, pale and pouty, she may not take after her father in looks but their work shares a certain confrontational attitude. The only difference is Jaime is doing it with style' (www.independant.co.uk, J. Mottram, 4th July 2008). Her style is unique, Jaime mixes up styles and trends and makes them her own. 'Today she is wearing a funky straw coloured trilby, short sleeved sequin dotted top- a vibrant red, matching her lipstick and nail varnish- and her jeans turned up at the bottom. Don't be surprised if she gets offers to launch her own clothing line at some point' (www.independant.co.uk, J. Mottram, 4t h July 2008).
This picture from www.elle.co.uk is a perfect example of Jaimes' style and look. July 2009 An exclusive feature article on the launch of Jaeger London will announce the brands extension. It will be published in the July issue of Vogue which goes on sale at the start of the month or Grazias' first issue at the start of July. Both Grazia and Vogue share the same target audience as Jaeger London and have similar circulation figures, according to Brad Insight Graiza had 227,201 issues in circulation in June 08 and Vogue had 221,090 (further information on Vogue and Grazia can be found in appendix 3). Collating this information with the results of the survey (see graph 1 below) favours Grazia above Vogue but either publications would be suitable. 13 Graph 1
Which magazines do you read? 20 18 16
14 12 10
8 6 4 2 0 Hello Harpers Grazia Marie Claire Vogue Heat Now
The article will contain the following information• Details about Jaeger London- style, range, availability and general info about the brand. • Interviews with Karen Boyd and Jaime Winstone. • The announcement of Jaime Winstone collaborating with Jaeger London. • A small selection of sketches to inspire the reader • The start date of Jaimes' blog The main advantage to producing a feature article is while the reader views it as editorial as opposed to less creditable advertorial, Jaeger London will have full consent on what is written and published. Often publishers prefer the brand to produce the article with their input to ensure the end product is satisfactory to both parties. Exclusive rights to announce the story first should interest any major fashion magazine. Jaimes' Blog To reach Jaeger Londons' public incorporating new media into the campaign is essential, blogs are an increasingly popular way of communicating. Easy to produce and maintain, the informal context draws the reader in and connects them with the brand on a more personal level. Jaime would be the obvious choice to write the blog, the reader will be able to relate to her as she's a similar age and has similar interests. Jaime can give the reader an insight into what goes on behind the scenes, teasers about the collection and what she's working on. The blog will also have the added advantage of being located on the Jaeger website, so after reading the blog customers will be able to browse and purchase goods instantly. The blog is also well positioned for existing customers to discover whilst shopping on the site. Jaimes' blog will run from Monday 6th July 2009 until after the show. 14 Press Release 1 The first Jaeger London press release will announce Jaegers brand extension, it will
coincide with the publication of the magazine feature. While the article will carry the full story and exclusive information the press release will give brief, concise information on Jaeger London. It will be released to all relevant media including magazines, websites and newspapers (full list of media included in part 2.3). August 2009 Press Release 2 Press release two will be distributed to all relevant media on Monday 3rd August confirming Jaeger London at London Fashion Week 2009, giving details of the date, time and location. It will also include descriptions and details about the style and feel of the collection, this should create interest and intrigue surrounding the forth coming launch. Invitations to Jaeger London at London Fashion Week Sept 09 Design, layout and style of the invitation mailed out mid August to 200 selected guests including celebrities, industry leaders, the media and senior company employee's. Stylish, sleek black card embossed with white writing in keeping with Jaeger Londons' style.
* costings for the invitations detailed in appendix 4 September 2009 The Show Jaeger Londons' debut collection will be shown at London Fashion Week Sept 09 at 6.40pm on the 18th September 2009 on the British Fashion Council runway, the official catwalk of LFW. The layout will follow tradition with industry figures and senior employee's on the right and press on the left with important guests on the front rows and photographers at the end of the catwalk. 18 models in total will be featuring in the show walking to London Calling by The Clash. The show will be videoed and streamed on the Jaeger website. Seating plan
Press, including editors like Anna Wintour and Liz Jones who are also considered to be opinion leaders Photographers Hair and Make up
Industry figures and senior employees'. Harold Tillman, Belinda Earl, Karen Boyd and Jaime Winstone. Celebrities to be seated on the front rows including Mischa Barton, Fearn Cotton, Lauren Laverne and Kate Moss.
The LFW is sponsored by MAC cosmetics who supply their make up artists for the shows. Goodie Bags Goodie Bags will be on all 200 seats containing a copy of the Jaeger London @ LFW Press Release and Notes to Editors giving background information about Jaeger, neatly encased in black folders. Each guest will also receive a silver 125 diary which celebrates 125 years of Jaeger and contains pictures from Jaegers achieves. The diary is edged with silver leaf and presented in commemorative black box.
Silent Charity Handbag Auction
Building on the success of Jaeger Londons' first catwalk show invitations to attend Jaeger Londons' silent charity handbag auction will be sent out on 22nd September 09. Invitations
The Event 75 guests will be invited to attend an indulgent afternoon of high tea (in keeping with Jaegers British heritage) and handbags at the Metropolitan Hotel on 6th October 2009. The Metropolitan Hotel hosts the annual Pink Drinks party to celebrate London Fashion Week (this year the theme was 99 Pink Balloons- a vintage circus extravaganza), the venue is primary located on Park Lane and a perfect match for Jaeger London 'Indulge in the Metropolitan way of life: fresh, stylish, energetic' (www.metropoliatn.como.bz). A quote for this event is supplied in appendix 5. Mood Board
Images primarily from www.jaeger.co.uk and www.metropolitan.como.bz
Example of the Guest List • Fearne Cotton • Erin O'Connor • lauren Laverne • Savannah Miller • Mischa Barton • Jade Parfitt • Roise Huntington- Whitely • Georgia and Lizzie Jagger • Leah Wood • Tamsin Egerton • Lily Allen • Kate Middleton • Lisa B • Anya Hindmarch • Trish Halpin At this point Jaeger London publics should be aware of the brand and their will have been sufficient media coverage positioning the brand as 'cool' ,ensuring celebrities will want to be associated with the brand. Hosting a fabulous and successful event will strengthen and galvanise the publics opinion of Jaeger London. Celebrity attendance at an event creates media interest and photo opportunities. Instyle featured a similar style event in their Feb 09 issue which commanded a five page spread complete with pictures. Those is the fashion industry should be keen to support the event as all the proceeds will be going to the Retail Trust, a charity which aids retail employee's and their families. Also it gives guests the prospect of owning a coveted Jaeger London handbag before the range is launched in store, appealing to the more fashion forward individual. Press Release 3 This press release will be released to all relevant media on 29th September 2009 on the back of Jaeger London at London Fashion Weeks success. Giving details of the time, date, location and the Retail Trust. Online Charity Handbag Auction There will also be an online auction which will run for one day only giving Jaeger customers the chance to win a Jaeger London handbag. All Jaeger and Jaeger London customers who have registered their email addresses into Jaegers' database to receive brand information (a scheme set up over two years ago) will be invited to participate and their will be a link to the auction prominently located on Jaegers website giving the same opportunities to the general public as celebrities.
Press Release 4 This press release will again be released to all relevant media announcing the amount raised at the Charity Auction in aid of the Retail Trust. It will be released on the day after the event, 7th October 2009. Critical Plan
Evaluation Results of this PR campaign can be compared against the objectives set out in full on page nine. Below is how the success of each objective will be recognised. Objective- To inform existing customers of the brands extension into Jaeger London. According to information supplied by Jaeger approximately 10,000 customers have Jaeger Loyalty Storecards (which have been active during the last 12 months), this loyalty card will be encouraged as a payment method for all Jaeger London purchases made by existing customers. Monitoring customers storecards will allow us to calculate the percentage of existing Jaeger customers shopping in Jaeger London. Due to the difference between the two brands target customer 50% up take would be a realistic goal. Objective- To raise the public's awareness of Jaeger Londons' launch at London Fashion Week 09 and gain media coverage of the event. Compiling a log of press cuttings with the date and source added is the most comprehensive way of monitoring media coverage. All coverage, good and bad will be included so the brand has a honest picture of the information published about the brand. To gage whether the PR campaign has been effective and has achieved the desired results the content and tone of the message needs to be examined. Have they understood and relayed the message correctly? 20
Objective- To make Jaeger London target customer aware of the brand. A survey of 50 people fitting Jaeger Londons target customer was conducted on 21st March 2009 at The Grand Arcade in Cambridge, 56% do not shop in Jaeger and 68% considered the brand to be classic. Repeating this survey under the same conditions will indicate if the PR campaign effectively reached Jaeger Londons target market and what percentage have purchased Jaeger London. Also retaking their opinion of Jaeger will establish if the PR campaign for Jaeger London has effected their perception of the brand as a whole. Objective- To help establish Jaeger as a world class brand. This is a long term goal and one that's success will need monitoring over time. Acquiring the services of a press cutting company is one way to monitor awareness and media coverage but retaining their services can be costly. Employing their services during key times, i.e Fashion Week would be considerably more efficient and an intuitive gage of the industries feeling towards that seasons collection. However quantitative assessment can be conducted by analysing the number of stores opening and the number of markets the brand is present in. Crisis Plan In the event of a crisis it is imperative that damage to the organisation is limited, in this case Jaeger. This can be achieved by preparation; identifying possible events that may occur, appointing personnel to handle the crisis, preparing a template of information to be supplied to the media (including positive facts and information about the company), contacting media directly to ensure reports are correct and most importantly honesty. Companies which deal with problems in a honest and efficient manner can often go up in the publics opinion. Jaeger has the advantage of being a British company with a long, unblemished history and in the event of a crisis the public should be reminded of this. Jaeger has been in business for over 125 years, sources products mainly from within the U.K supporting the economy and has an excellent reputation for quality. Below are a list of problems that might effect the fashion show. Likely Events
Models don't arrive for the show
Venue unavailable- fire, bomb scare, flood
The collection is lost/damaged/stolen
Natural disaster- flood, storm, earthquake
Public transport strike
Jaeger goes into administration
Company difficulties- MD quits, Jaime splits Political disaster- War, Queen dies, from the Jaeger London. Over shadowing economy crashes the show. A rival brand hosts a bigger event at the same time as Jaeger Londons' show Guests don't receive their invitations 21
Part 2 1.Press releases For Immediate Release
Luxury fashion brand Jaeger launch new contemporary collection, Jaeger London. Iconic fashion brand Jaeger is launching a new line, Jaeger London. The British heritage brand is taking inspiration from the achieves and injecting it with innovative design and key trends. Head designer Karen Boyd will be collaborating with Jaime Winstone to produce a collection that retains Jaegers' sense of elegant style whilst benefiting from Jaimes' edgy, trend-setting take on fashion. Jaime is said to be excited to add her style and take on fashion to the brand, 'I can't wait to get my hands on their archives!' says Jaime. Extending the label established in 1884 to a new generation of women looking for distinctive, on trend pieces to add to their wardrobe. We are planning on debuting the new collection at LWF 09 so make sure you have front row seats to watch Jaeger London make history. The S/S 2010 collection will be available in all flagship stores (Regents Street & Westfield) from Feb 2010 and the range will be introduced into all other stores by A/W 2010. ~Ends~ 6th July 2009 Kate Gavaghan Kate@modePR.com Mode PR, 16 Heddon Street, London, W1B 4BY, +44 (0) 20 7331 1433 Information about Jaeger Jaeger is a luxury British fashion brand, established in 1884. Harold Tillman acquired that company in 2003 Chief Executive Belinda Earl was appointed in 2004 Jaeger sells womenswear , menswear and accessories Jaeger had 146 shops in the UK and stores in 16 other territories including: Australia, Belgium, Canada, Denmark, Dubai, Ireland, Japan, Switzerland and USA. The brands reputation is built on heritage, innovative design and quality fabrics A/W 2006 saw the launch of Jaeger online (the brands transactional website). For product information contact: Jaeger, Jaeger House, 57 Broadwick Street, London, W1F 9QS, +44 (0) 20 7979 1125.
2.For Immediate Release.
Jaeger London debut collection at London Fashion Week 2009 We are delighted to confirm Jaeger will be debuting the new contemporary Jaeger London S/S collection at London Fashion Week 09. The show which will be held at the BFC on 18th September 2009 at 6.40pm will be the first chance to view the collection designed by Karen Boyd in collaboration with Jaime Winstone. This collection will define the brand, 60's sexiness in 2009, chic, a little rebellious, ultra modern, nonchalant, sexy-cool and fiercely confident. The colour palette will be dangerously sexy nudes, petrol blues, deep greens, smooth caramels highlighted with peacock and lichen. Texture will be key, animal prints and python in wet look silk paired with shaggy oversized knitwear gives the collection a tribal feel, all belted up with butter soft leather waist cinches. 'This is the Jaeger London girl: sexy, laid back, confident, discerning and ultra modern' says Karen Boyd Belinda Earl comments: â€œWe are delighted to show the Jaeger S/S 2010 collection at London Fashion Week. It is an important milestone as we increase the awareness and extend the global reach of Jaeger Londonâ€?. ~Ends~ 3rd August 2009 Kate Gavaghan Kate@modePR.com Mode PR, 16 Heddon Street, London, W1B 4BY, +44 (0) 20 7331 1433 Information about Jaeger Jaeger is a luxury British fashion brand, established in 1884. Harold Tillman acquired that company in 2003 Chief Executive Belinda Earl was appointed in 2004 Jaeger sells womenswear , menswear and accessories Jaeger had 146 shops in the UK and stores in 16 other territories including: Australia, Belgium, Canada, Denmark, Dubai, Ireland, Japan, Switzerland and USA. The brands reputation is built on heritage, innovative design and quality fabrics A/W 2006 saw the launch of Jaeger online (the brands transactional website). For product information contact: Jaeger, Jaeger House, 57 Broadwick Street, London, W1F 9QS, +44 (0) 20 7979 1125.
3.For Immediate Release
Jaeger London hosts Charity Handbag Auction. Luxury fashion brand Jaeger London will be auctioning off a selection of their S/S 09 handbag collection in a silent charity auction with all proceeds going to the Retail Trust. The auction will be held at the Metropolitan Hotel, London and the fashion elite will enjoy afternoon tea while bidding to acquire one of these must have pieces months before they are available in store. Jaeger Londons' S/S 2010 collection which included the selection of handbags due to be auctioned were successfully debuted at London Fashion Week 09, 'Jaeger London's debut catwalk collection outing was the hottest ticket on the first day of London Fashion Weekand deservedly so' WGSN. For photo's of the show click on www.Jaeger.co.uk All proceeds from the auction will be donated to the Retail Trust, a charity which provides advise and assistance to those who work in the retail industry. Jaeger has continued to support the Retail Trust for many years and both Belinda Earl and Harold Tillman are patrons of the charity. The auction which starts at 2pm will be held on Tuesday 6th October 2009 at the Metropolitan Hotel, London where guest which include Erin O'Connor, Fearne Cotton and Mischa Barton will be served an indulgent treat of 'Afternoon De-Light'.The event is invitation only for further information please contact the press office +44 (0) 20 7979 1125. ~Ends~ 29th September 2009 Kate Gavaghan Kate@modePR.com Mode PR, 16 Heddon Street, London, W1B 4BY, +44 (0) 20 7331 1433 Information about Jaeger Jaeger is a luxury British fashion brand, established in 1884. Harold Tillman acquired that company in 2003 Chief Executive Belinda Earl was appointed in 2004 Jaeger sells womenswear , menswear and accessories Jaeger had 146 shops in the UK and stores in 16 other territories including: Australia, Belgium, Canada, Denmark, Dubai, Ireland, Japan, Switzerland and USA. The brands reputation is built on heritage, innovative design and quality fabrics A/W 2006 saw the launch of Jaeger online (the brands transactional website).
4.For Immediate Release
Jaeger London charity auction raises ÂŁ11,200 for Retail Trust A selection of iconic Jaeger London handbags were auctioned off in a bid to raise money for the Retail Trust. The collection of 20 handbags from Jaeger Londons' debut collection went for a grand total of ÂŁ11,200 The Retail Trust is a national charity offering support and assistance for people who have or are working in the retail industry. Jaeger continues to support the Retail Trust of which both Belinda Earl and Harold Tillman are patrons of. The auction was held at the Metropolitan Hotel, London on the 6th October 2009, guest including Mischa Barton, Savannah Miller and Daisy Lowe enjoyed afternoon tea whilst bidding to acquire a piece from Jaeger London first innovative collection. Mischa Barton was lucky enough to take home the most coveted bag of the collection the Britainna, whilst Lauren Laverne and Lizzy Jagger competed for mini Bond clutch in pillar box red, both claiming that it suited them the best. For photo's of the event and collection click on www.Jaeger.co.uk. ~Ends~ 7th October 2009 Kate Gavaghan Kate@modePR.com Mode PR, 16 Heddon Street, London, W1B 4BY, +44 (0) 20 7331 1433 Information about Jaeger Jaeger is a luxury British fashion brand, established in 1884. Harold Tillman acquired that company in 2003 Chief Executive Belinda Earl was appointed in 2004 Jaeger sells womenswear , menswear and accessories Jaeger had 146 shops in the UK and stores in 16 other territories including: Australia, Belgium, Canada, Denmark, Dubai, Ireland, Japan, Switzerland and USA. The brands reputation is built on heritage, innovative design and quality fabrics A/W 2006 saw the launch of Jaeger online (the brands transactional website). For product information contact: Jaeger, Jaeger House, 57 Broadwick Street, London, W1F 9QS, +44 (0) 20 7979 1125. 25
2.Contents of the Charity Event media pack For Immediate Release
Jaeger London hosts Charity Handbag Auction. Luxury fashion brand Jaeger London will be auctioning off a selection of their S/S 09 handbag collection in a silent charity auction with all proceeds going to the Retail Trust. The auction will be held at the Metropolitan Hotel, London and the fashion elite will enjoy afternoon tea while bidding to acquire one of these must have pieces months before they are available in store. Jaeger Londons' S/S 2010 collection which included the selection of handbags due to be auctioned were successfully debuted at London Fashion Week 09, 'Jaeger London's debut catwalk collection outing was the hottest ticket on the first day of London Fashion Weekand deservedly so' WGSN. For photo's of the show click on www.Jaeger.co.uk All proceeds from the auction will be donated to the Retail Trust, a charity which provides advise and assistance to those who work in the retail industry. Jaeger has continued to support the Retail Trust for many years and both Belinda Earl and Harold Tillman are patrons of the charity. The auction which starts at 2pm will be held on Tuesday 6th October 2009 at the Metropolitan Hotel, London where guest which include Erin O'Connor, Fearne Cotton and Mischa Barton will be served an indulgent treat of 'Afternoon De-Light'.The event is invitation only for further information please contact the press office +44 (0) 20 7979 1125. ~Ends~ 29th September 2009 Kate Gavaghan Kate@modePR.com Mode PR, 16 Heddon Street, London, W1B 4BY, +44 (0) 20 7331 1433 Information about Jaeger Jaeger is a luxury British fashion brand, established in 1884. Harold Tillman acquired that company in 2003 Chief Executive Belinda Earl was appointed in 2004 Jaeger sells womenswear , menswear and accessories Jaeger had 146 shops in the UK and stores in 16 other territories including: Australia, Belgium, Canada, Denmark, Dubai, Ireland, Japan, Switzerland and USA. The brands reputation is built on heritage, innovative design and quality fabrics
NOTES TO EDITORS Established in 1884, Jaeger is a truly iconic luxury British fashion brand, renowned for innovative and stylish womenswear, menswear and accessories. Fashion entrepreneur Harold Tillman acquired Jaeger in 2003 and appointed Belinda Earl, the former Chief Executive of Debenhams plc, as Group Chief Executive in September 2004. From 2005 Jaeger focused on UK brand expansion, including its return to Harrods and Selfridges (the brand became the first retailer to operate independently within Selfridges in the 1930s). In autumn/winter 2009 Jaeger launched its contemporary Jaeger London women’s collection Jaeger London designer, Karen Boyd, has developed the Jaeger London collection along with Jaime Winstone and Jaeger’s in-house design team. Previously, Karen (together with Helen Storey) has designed collections sold in New York, Paris, Milan and London, in stores including Barneys, Joyce Boutique and Seibu. Karen Boyd has also designed with Agosto Japan, Katherine Hamnett, Nicole Farhi and lectured for five years at The Royal College of Arts and Central St Martin’s. In 2009 Jaeger celebrates its 125th birthday by launching the 125 collection featuring reworked pieces from their extensive achieves. Jaeger continues to invest in its aspirational advertising campaigns by featuring the current hot models including Kiera Gormley, Behati Prinsloo, Alana Zimmer, Danny Beaucham and James Rousseau. Jaeger launched an exclusively designed womenswear collection in Saks Fifth Avenue for autumn/winter 2007. The unique collection is currently available in 11 Saks stores nationwide, including the Saks Fifth Avenue store, NYC. January 2008, Jaeger signed a master franchise agreement in the Middle East with Specialty Fashion Group Company of Kuwait, which will lead to the opening of eight Jaeger franchise stores across Kuwait, Bahrain, Qatar, Lebanon and the Kingdom of Saudi Arabia over the next five years. Jaeger has a total of 146 shops in the UK including freestanding stores, shop-in-shops and outlets. Outside of the UK, Jaeger operates in 16 territories: Australia, Austria, Belgium, Canada, Chile, Denmark, Dubai, Ireland, Japan, Kuwait, Lithuania, South Korea, Switzerland, Taiwan, Thailand and USA. Significant investment continues to be made in the brand’s existing portfolio of stores. The majority of Jaeger stores will either be new or completely modernized by the end of 2008. (adapted from Notes to Editors, available at www.jaeger.co.uk) 27
NOTES TO EDITORS Retail Trust (registered charity numbers 1090136 and SC039684) is the principal charity of the retail sector supporting employee's and their families, who are working in or have worked in the retail industry or associated businesses. Retail Trust provides a range of services in addition to the Outplacement Service: a free and confidential Helpline (0808 801 0808), access to free counselling, free legal advice, bursaries for career development, team building opportunities such as Retail Trust Week as well as retirement housing throughout the UK. www.retailtrust.org.uk Retail Trust’s current list of Employee Assistance Programme partners include: Arcadia Group Limited, Harrods Ltd, Harvey Nichols, Matalan Retail Ltd, Iceland, House of Fraser, ASOS.com, Jaeger, Selfridges. In 1832 Thomas Helps was the first chairman of the foundation set up to help employee's in the drapery sector, the linen and woollen drapers, silk mercers, lace man, haberdashers and hosiers' institution. The main aim of the society was building a 'confederacy of good feeling and right principle' to help and support members of their trade when faced with hardship. Her Majesty the Queen has been a patron of the retail trust for 60 years. In 2008 the retail trust celebrated its 175th birthday with an event at St James palace attended by Harold Tillman and Belinda Earl.
(adapted from Notes to Editors available at www.retailtrust.org.uk)
3. List of targeted media, publications and websites Online Magazines and Trade Information Websites www.vogue.com www.instyle.com www.Elle.com www.style.com www.dazeddigital.com www.glamour.com www.retail-week.com www.drapersonline.com www.prweek.com www.adage.com www.brandrepublic.com www.WWD.com www.just-style.com www.tnsglobal.com www.handbag.com www.graziadaily.co.uk www.mystyle.com www.marieclaire.com E-Zines www.hintmag.com www.fashionista.com www.Refinery29.com www.nylonmag.com www.fashion156.com www.glossmag.ca/ Newspapers The Observer- Fashion editor- Jo Jones The Daily Mail- Fashion editor- Liz Jones The Times- Editor- James Harding The Daily Telegraph- Editor- Will Lewis The Metro- Editor- Kenny Campbell The Guardian- Editor- Allan Rusbriger The Independent- Editor-Roger Alton Newspaper Supplements (Mail on Sunday) You- Editor-Sue Peart (Sunday Telegraph) Culture- Editor- David Mills (News of the World) Fabulous- Editor- Sally Eydon (The Observer) Observer Woman- Editor- Nicola Jeal (Telegraph) Stella- Editor-Anna Murphey (Sunday Times) Style-Editor-Tiffanie Drake
Magazines Monthly Vogue Harpers Elle Instyle Vanity Fair Cozmopolitain Red Talter Comapny Glamour Maire Claire She Look
Weekly Grazia Hello O.K Heat Now New
Jaeger London Press Release- All media Mon 6th July to coincide with the feature article. Jaeger London @ London Fashion Week Press Release- All media Mon 3rd August. Charity Auction Press Release- All media except monthly magazines Tues 29th September, monthly magazines Mon 5th October. Press Release about £ raised at the charity auction- All media Wed morning 7th October. 4. To ensure each story is picked up and published Mode PR will • Ensure the story/release will be newsworthy, clearly laid out with the relevant facts and information (including a boiler plate) • Releases/stories will be sent to targeted media, who's audience will find the information relevant. • Were possible releases/stories will be sent directly to the publications editor. • Releases/stories will be sent in the form best suited to the publisher- e-mailed to websites, mailed to newspapers. • Relationships between suitable media and the brand will be nurtured ensuring a good working relationship and reliable contacts for both parties. • Collaborating with celebrities like Jaime Winstone will always ensure press attention • Releasing information in good time allows publications to verify facts and gather information to present the story correctly.
Photos from the Charity Auction
Appendix Appendix 1- Information used to produce the positioning map.
Data from www.mintel.com. 32
Appendix 2- Survey conducted in The Grand Arcade Cambridge on 17.02.2009
Who best discribes your style?
Where do you shop?
High Street Department stores
Sienna Miller Cheryl Cole
no. of people
no. of people
Joss Stone Dita Von Tesse
Do you shop in Jaeger?
Whats your monthly expenditure?
15 Row 2
No. of people
Sometimes Regularly (monthly) Of ten (More than once a month
£200-500 £1500 plus £0-200 £500-1500
Which magazines do you read?
How would you discribe Jaeger?
25 Row 2
8 6 4
Hello Harpers Grazia Marie Claire Vogue Heat Now Classic Modern Trendy Eclectic
Have you purchased garments from celeb or diffusion lines before? 45 40
no. of people
35 30 25
20 15 10 5 0 Yes
What do you look for in a garment? Quality Comfort On trend Uniqueness Price
Brand Exclusivity Celeb endorsed 0 5 10 15 20 25 30 35 40 45
No. of people
Appendix 3- Magazine Information
Appendix 5- Quote for Metropolitan Hotel including 'Afternoon Delight' for 75 people.
Reference List http://www.bradinsight.com:80/brad/titlePage.asp?View=1ID=10428&Mask=0 [accessed 7th November 2008] http://wwww.bradinsight.com:80/brad/TitlePage.asp?View=1&ID=113708&Mask=4 [accessed 7th November 2008] http://www.fashionunited.co.uk/Content_by_mail/Received_content/H %26M_Sees_Profit_Through_Largefeld_200501281268/ (2005) [Accessed 24th March 2009]. Giles. C (2009) 'Bank cuts rates to 315-year low to boost lending'. Financial Times. Issue 9/01/09. Pg 1. Jaeger (2008) 'Consumer Research Leads to New Customers'. Jaeger News, March 2008 Issue, pg 7. Jaeger. (2007) Jaeger Employee Handbook,1st Ed. London. Jaeger Notes to Editors adapted from: http://www.jaeger.co.uk/media_press_releases/Jaeger_notes_to_editors_Jan_2009.pdf (2009) [Accessed 6th March 2009] Quote from Karen Boyd in Press Release 2: http://www.jaeger.co.uk/media_press_releases/SS08/Jaeger_London_at_London_Fashion _Week.pdf (2008) [Accessed 18th February 2009] Quote in Press Release 3: Jaeger WGSN quote (2008) 'London fashion Week Debut'. Jaeger News, March 2008 Issue, pg 2. Kollewe J (2009) 'Bank of England cuts rates to 0.5% and starts quantitative easing'. The guardian, pg 1 [online]. Available at: http://www.guardian.co.uk/business/2009/mar/05/interest-rates-quanititative-easing. [Accessed 25th March, 2009. http://metrpolitan.como.bz/london/home [Accessed 11th February 2009] Moss. V (2009) 'It's handbag heaven' Instyle. Feb 2009, pg 46-50 Mottram. J. (2008) 'Why Jaime Winstones latest movie will upset parents everywhere'. The Independent. Issue 4/07/08, pg 1[online]. Available at: http://www.independant.co.uk/artentertainment/films/why-jaime-winstones-latest-movie-will-upset-parents-everywhere859565.html [accessed 18th February 2009]. 36
Notes to Editors adapted from the Retail Trust: http://www.retailtrust.org.uk/images/library/files/News%20and %20Press/080125_LONDON_BALL-SMASHES_RECORDS.pdf (2009) [Accessed 6th March 2009] (2008) 'Ups and downs- The high Street roller-coaster ride for retailers'. The Mail on Sunday. Issue 6/7/08. Pg 63 Bibliography http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=280639&anch or=atom/displaytables/id=280639 [Accessed 7th March 2009] http://academic.mintel.com/sinatra/oxygen_academic/my_reports/display/id=280639&anch or=atom/display/id=227736/display/id=227736 [Accessed 7th March 2009] http://www.bradinsight.com:80/brad/TitlePage.asp?View=1&ID=113708&Mask=4 [accessed 7th November 2008] http://www.bradinsight.com:80/brad/titlePage.asp?View=1ID=10428&Mask=0 [accessed 7th November 2008] http://www.elleuk.com/starstyle/special-features/(section)/Bright-Young-Things/(offset)/0/ (img)128074 (2009) [Accessed 20th February 2009] http://www.fashionunited.co.uk/Content_by_mail/Received_content/H %26M_Sees_Profit_Through_Largefeld_200501281268/ (2005) [Accessed 24th March 2009]. Giles. C (2009) 'Bank cuts rates to 315-year low to boost lending'. Financial Times. Issue 9/01/09. Pg 1. Kollewe J (2009) 'Bank of England cuts rates to 0.5% and starts quantitative easing'. The guardian, pg 1 [online]. Available at: http://www.guardian.co.uk/business/2009/mar/05/interest-rates-quanititative-easing. [Accessed 25th March, 2009. Jaeger. (2007) Jaeger Employee Handbook,1st Ed. London. Jaeger http://www.jaeger.co.uk/index.cfm?page=1034 [Accessed 6th February 2009] http://www.jaeger.co.uk/media_press_releases/Jaeger_notes_to_editors_Jan_2009.pdf (2009) [Accessed 6th March 2009] 37
http://www.jaeger.co.uk/media_press_releases/SS08/Jaeger_London_at_London_Fashion _Week.pdf (2008) [Accessed 18th February 2009] Jaeger (2008) Jaeger News. March Edition. London. Jaeger Jefkins. F (1998). Public Relations, 5th ed. Hampshire. Prentice Hall. Instyle. (2009) 'Store of the Month' Instyle. Feb 2009, pg 24. Lancaster. G (2002) Essentails of Marketing, 4th ed. London. McGraw-Hill http://www.londonfashionweek.co.uk/designers_details.asp?DesignersID=563 [Accessed 4th February 2009] http://www.londonfashionweek.co.uk/uploads/documents/doc_472.pdf (2009) [Accessed 4th February 2009]. http://metrpolitan.como.bz/london/home [Accessed 11th February 2009] Mottram. J. (2008) 'Why Jaime Winstones latest movie will upset parents everywhere'. The Independent. Issue 4/07/08, pg 1[online]. Available at: http://www.independant.co.uk/artentertainment/films/why-jaime-winstones-latest-movie-will-upset-parents-everywhere859565.html [accessed 18th February 2009]. Moss. V (2009) 'It's handbag heaven' Instyle. Feb 2009, pg 46-50 http://www.optimalprint.co.uk/en-GB/buy/Invitations/Party (2009) [Accessed 18th February 2009] http://www.retailtrust.org.uk/images/library/files/News%20and %20Press/080125_LONDON_BALL-SMASHES_RECORDS.pdf (2009) [Accessed 6th March 2009] http://www.ryman.co.uk [Accessed 21st March 2009] http://style.uk.msm.com/fashionandbeauty/celebritychic/gallery.aspx?cpdocumentid=7549851&imageindex=4 [Accessed 18th February 2009] (2008) 'Ups and downs- The high Street roller-coaster ride for retailers'. The Mail on Sunday. Issue 6/7/08. Pg 63 38
Term 2- PR-PPD This term I've defined what PR actually is and what PR entails in relation to marketing and advertising. I've learnt how to plan an effective PR campaign and lay out a report as opposed to a essay. My main goal this term was to break my workload down into manageable chunks and instead of gathering research and producing ruff drafts and then producing my final report in the last two weeks. I have tried to take sections as I come to them and draft them out as I would in my final report so many elements are completed before I come to write my final report. This approach has been less stressful as I have been able to see my progress and identify any weak areas that needed more research or work before the final week of term- meaning no last minute rush. Looking at different ways to evaluate a campaign has widened my perspective, financial success is not the only way to calculate the success of a campaign. I also found that recording website addresses and the date I visited them helped me when it came time to write the reference list and bibliography. Word Count: 2292