9TH DEC
DE0921
PROPOSAL DOCUMENT FAUSTINE IN WONDERLAND
KATE CASWELL
W16028874
CONTENTS
3
(About the Brand)
5
(SWOT analysis)
(Brand values)
(Social, economic, cultural trends)
9
(Why a pop-up)
10
(Target market)
11
(S/S 17 trends)
13
15
(Location)
17 (Venue)
19
(Event Dates)
20
(Floorplan)
21 (Design)
23 (Lighting)
24
(Technology)
25
(Partnerships)
26 (Invites)
27
(Social media)
29 (Drinks)
30
31
33
35
37
(Timeline)
(Health & Safety)
6
(Budget)
7
(Concept)
(Music)
(Furture oppportunities)
3
ABOUT THE BRAND Faustine’s key belief is craftsmanship and all her collections centre around this concept. She takes this into the production of her fabrics, which are all hand-woven in her East London Studio. Even stating in an interview “no electricity is used”. Her garments themselves take such detail and time to make, with some take weeks, that they become pieces of art. They are not just made but created, especially using a fabric so everyday to the large majority: denim. This process from individually dyed yarns to finished garment really puts an emphasis on the ‘Made in England’ concept. Upcycled denim is used throughout her work; slow fashion is such a key part of her work. The brand has a rebellious brand identity, rejecting the norm of modern fast fashion and this is something which should be present throughout any event.
5
SWOT ANALYSIS
STRENGHTS• • • •
Unique brand Links with upcycling and sustainable fashio Craftsmanship and well made garments Collaborations e.g. Cheap Monday, creating a strong young following
WEAKNESSES•
Website in construction
OPPORTUNITIES• Increase social media coverage and following • Collaboration with next generation of designers • An event to celebrate the designers values
BRAND VALUES CRAFTMANSHIP
(An emphasis on the importance of the making process. That the garment should be of high quality and have an artistic quality.)
SLOW FASHION
(Fashion which has an ethical and sustainable background, that isn’t damaging to the environment and people who make the garments. Its to be kept and is a key piece, the quality of the garment ensuring it will last.)
MADE TO LAST
(Linked with Slow fashion, the idea that the garment will last and not just fall apart. It could even be a garment which you pass on to someone else. It also could mean that the ethical views of the brand make a difference to the way people view fashion.)
7
SOCIAL, ECONOMIC AND CULTURAL TRENDS
SOCIAL Social media has rapidly changed the way people communicate with each other and brands in the current market. This is set to grow with one-to-one messaging set to reach an estimated 3.6 billion global users by 2018. An example of the increase in marketing is Facebook lead advertisement and most recently the use of GEO filters to promote brands and events. Snapchat is seen to be one of the leading marketing platforms, with location and demographic links with Facebook profiles.
ECONOMIC The world is seen to be emerging from the last global recession with industry gradually building up strength. However, the recent political aspects will have a great influence on the style and locality of marketing in the next few years. For Britain, Brexit has created a large uncertainty about the future and the understanding of the single market. Also since the Brexit decision, the fall in the value of the pound has created a slight sense of panic for the everyman, a change in consumer spending is expected. With people being seen to be more careful with spending and also the look for local and British produce.
CULTURAL With a global interest on the effects of climate change and the fact fashion has been named the second most polluting industry worldwide. Brands have had significant pressure to take responsibility and change the production of garments. Slow fashion and sustainability have been an increasing popular aspect for consumers and fashion bloggers.
9
WHY A POP-UP EVENT? A pop up event will be used to raise the profile of the brand even further than it already is, to celebrate and showcase the brand’s values. In doing so inspire others and welcome the press to an insight into the working of the brand. After looking at economic trends and taking this into consideration, the event will not be used to push sales but instead promote the brand. It will take on both a physical event and an online persona, with sections being streamed online. The event itself will run over two days; the first being an invite only press evening event. The second being an open day event, welcome all to come experience the brand. It will be a showcase of the Spring/Summer 2017 collection.
TARGET MARKET
The evening event will be an invite only occasion which will consist of a mixture of press and brands which Faustine has collaborated with in the past. The invite list will include; • Jeremy Scott, Henrik Vibskov and Andrea Crews which Faustine had worked with before setting up her own label. • Editors and staff from Vogue UK, Dazed & Confused, Pop and Tank as Faustine’s unique work has been featured in these magazines. • JW. Anderson as its Faustine’s most inspiring person • Faustine’s staff and freelancers she works with. • Cheap Monday staff as Faustine made a collaboration with them. • Other sustainable fashion designers like Katie Jones, Margot Bowman and Diana Auria, Martina Spetlova and David Hieatt. • Other denim brands like Marques’Almeida, Bethnals, Frame Denim, IDA, MiH Denim, Aries, Kaji and Story Mfg. The day event will be open to members of the public, this will be to ensure it gains the support from the majority. It will bring in the brands target market, students and also tourist to the area.
11
VISUAL MERCHANDISING TREND S/S 17 EDGELANDS One of WGSN’s visual merchandising trends for S/S 2017 is Edgelands, which focuses on gritty and nostalgic look into suburban life with homely references. WGSN says that with this trend there is a ‘juxtaposition of the urban, suburban and rural. This is something which would work ideally for Faustine’s work, giving the overall atmosphere a typically English feel. The mood of Edgelands has an emphasis on home, this being the key for creativity and where it is allowed to develop and grow. The lighting trends within Edgeland’s has a very organic and natural feel with raw organic materials being used such as moss and leaf looking material. Alongside this there is a more urban feel with it, using chipped concrete and print. The props used in this trend show a mixture of plants and flower motifs but also the same idea of concrete is brought through to the props. The tying of these two ideas shows plants such as moss growing on concrete element and more clean props inspired by the organic colours. The mannequins suggested in this trend are a mixture of ‘offbeat materials’ which could be sourced for from none fashion areas. A mixture of concrete, cork, chipboard and soft furnishings. This trend is overall perfect to platform Faustine’s work, as it appears to represent a similar aesthetic as her work and has a similar rough texture. I think this would also work as it is crafted but not overwork, it isn’t glamourous but still stylish.
CORE COLOURS EDGELAND
The core colours of Edgeland are an earthly mix, with a real refreshed organic feel to them. It draws on both the natural world and urban landscapes which we are surrounded by on a daily basis. Whilst drawing both together, it also draws upon the blues and navy colours which are demonstrated within Faustine’s work, making it the ideal Spring/Summer trend. This trend will be capusalised whilst also drawing upon the real key aspects of Faustine’s work, creating a wonderfully nostalgic which will capture the audience and leave them wondering for more. It has been a key aspect on the pop-up event taking place in April.
CONCEPT The concept of this pop-up event is a mixture of craftsmanship and Alice in Wonderland theme. The Alice in wonderland style aims to bring the fantasy and mystery feel to the event. As though the audience is stepping into another world and away from reality. There will be a sensory element, which will help create this other world feel. A mixture of textures, including organic object and crystals to mimic those on the denim. It will overall be a celebration of the brand and will mirror the aesthetic which the garments have.
14
15
LOCATION: EDINBURGH
The pop-up event will be located in Edinburgh; this is because it perfectly represents the brands ethos the importance of craftsmanship. This area of Scotland has a rich history with fashion and textile production and has a number of design skills which are committed to continuing this level of craftsmanship. The event will have the opportunity to extent fallowing this events success, it will be shown as a touring pop-up event which will target the key design and fashion areas in the UK. Edinburgh is a perfect place for this tour to begin.
Similarly, as it is the Capital of Scotland, it has strong transport links. Thus insuring it will attract people from not only around Scotland but also the North of England and Further afar.
17
VENUE THE BISCUIT FACTORY The location of the event will be The Biscuit Factory, in the Leith section of Edinburgh. It is a large warehouse style space with the perfect blank canvas for creating the mysterious atmosphere of the event. The location is used often for exhibitions and creative workshops. Leith as an area, is very much up and coming with a high popularity in students and young creative. It is close proximity of the very heart of Edinburgh and excellent transport links.
19
EVENT DATES PRESS INVITE-ONLY EVENING21ST APRIL 2017 OPEN DAY EVENT22ND APRIL 2017
These dates were selected as the open day event will fall on National Earth day. This then tying in well with the brands values of sustainability and therefore working well as an informative evening on the passions of the brand.
FLOORPLAN This is an example of how the venue would be laid out, with a journey plan bellow. The space has been utilized with the addition of temporary walls, which split of separate sections and create the video section. A temporary bar has also been added for refreshments on the evening event.
21 DESIGN
The overall venue design will have a labyrinth feel, which will guide the audience around the room. Their will be a lavender ceiling design, which will create a lovely aroma. These lavender will be treated to ensure they do not die during the exhibition time. There will be a pond hanging feature, representing the dying process of the garments. The pond itself will be filled with organic indigo dye. There will be a customer designed steel wall, which will create an Instagram/Snapchat backdrop. This working off the WGSN trend of using photographs in social media to market events. There is then the specially designed light installation, which Faustine will design the denim colour lights. Crystal will cover specific windows, blocking out lighting and also represented the crystals used in this collection. The collection itself will be hung from the ceiling on simple wire hangings, this ensuring no attention is taken from the pieces themselves. They will of course be the centre of all installation piece.
The bar will be located in a corner section of the event, to ensure it doesn’t become the centre of attention. The overall aesthetic of the bar is that of the company’s original bar but with a more organic and natural feel. This making it fit more with the mysterious, woodland, Alice in Wonderland experience. The company have agreed to supply menu board, welcome drinks and the light up sign which can be seen in the bottom design. The bar itself is to be hired from a company, who will be fitting it on the opening day.
23 LIGHTING/ TECHOLOGY
A range of lights will be used in the event, there will be spotlights to emphasis the garments which will be hung in the event. There will be strip lighting used to guide the guests around the sections which may be darker, such as the sheltered pond section. There will also be a light installation created by using Ikea boxed and specially designed screens to add to it. The venue has been notified about any lights which need putting in and have ensured that there will be someone to help install the lights as part of the venue hire price.
There isn’t a great deal of technology used in the event, this seemed most fitting with Faustine’s style of production. The only technology which will really be used is a temporary wall which will have a TV screen on it, this is to showcase a video of Faustine explaining her working progress and to visualise this making process. This video will be presented on a loop in a small sectioned off area of the venue.
25 PARTNERSHIPS To link in with brand values of made to last, their will be a partnership created with the key design universities in the area. This will act as inspiring event for the students and also allow them to gain experience of events work. For the Edinburgh event the universities will be; Heriot-Watt, The University of Edinburgh and Glasgow School of Art. The students will be used as volunteered staff for the event, they will carry drinks and act as a security element for the pieces. The staff will be full trained the week before the event, the University of Edinburgh has kindly supplied rooms for these training events. In return for their volunteering, the students will be given the opportunity to exhibit some of their work. Allowing their work to be seen by leading professionals in the evening event. The pieces created by the students will be based around a brief given to them, this will be around Faustine’s work and their reflection of her work. There will be then be a competition, in which the guests will vote on which piece they believe fits the brief best. The winning student will receive a week long internship with the brand.
EVENING EVENT INVITES
Here is an example of the invite mock ups for the evening event, these will be sent out to the guest lists. They will be sent by mail two months in advance. This is to ensure there is enough time for people to respond. There will also be an email version sent to the guest list two weeks before the event, this way the guest list will be reminded.
27 SOCIAL MEDIA PROMOTION With social media being such an important part of people’s everyday lives, it seemed most fitting as a promotion platform for the event. There will be a number of social media platforms used to promoted the events; with Facebook, Twitter and Instagram all using the same image. Therefore creating a coherent image of the events aesthetic. These will start circling social media around a month in advance of the event, this is to ensure that they are more likely to be seen but also so it is not the very last minute. A snapchat geo filter has also been created to promote the event between the 19th-22nd April, in the Edinburgh area. This is firstly to gain people’s attention and draw students and tourists into the event, but also to ensure the buzz from the event is still present after it has ended.
SOCIAL MEDIA OUTPUT FACEBOOKFAUSTINE STEINMETZ THE BISCUIT FACTORY Subtotal-15,736
INSTAGRAMFAUSTINE STEINMETZ THE BISCUIT FACTORY Subtotal-39,764
TWITTERFAUSTINE STEINMETZ THE BISCUIT FACTORY Subtotal-4,121
GRAND TOTAL- 59,621
29
DRINKS MENU Drinks will be supplied by Lucky Liquor, a local Edinburgh bar who make their own liqueur. This works perfectly with the brand value of craftsmanship and rejection of mass production. Their cocktails have a range of twists and use interesting and unusual ingredients. This works well with the unusual textures in Faustine’s work. Lucky liquor has agreed to design a unique drink just for the event. A cocktail which all the guests at the evening event will receive on arrival. There will then be the option to purchase other drinks from the bar. Here is an example of how the cocktails will be presented, they will have a mad hatters tea party feel but with a modern twist.
MUSIC
The music which will be used for the event will be the original soundtrack of the Alice in Wonderland film. It’s a beautifully conducted soundtrack which creates a mysterious and tension building environment. This will leave the audience excited and interested as they come into the venue. The music volume will be monitored throughout the night, so it is not overbearing but can still be heard. Speakers will be located in particular locations, especially around the pond to create an atmospheric environment.
31
33
HEALTH AND SAFE
HEALTH AND SAFETY
THE HAZARD
WHO’S AFFECTED
CONTROL MEASURES
Fire risk
General public and the staff at the event. Could cause fatal injury.
Fire extinguishers are located throughout the location. The fire exits are clearly displayed and none of them are blocked.
Slips and trips
General public and staff could suffer an injury from slips and trips.
All wires to be covered and no objects will be left unattended. There will be multiple staff in the event to ensure no one is in danger. They will be supplied with torches for the evening event to ensure then can help anyone in trouble.
Lifting and moving
Staff may end up with both short-term and long-term health injuries. Could cause harm to public and staff if the equipment falls and could be ultimately fatal.
Staff will receive training on how to lift and move things. They will also be told to say if they can’t lift some of the equipment.
Staff and public, if any injury or health problem occurs at the event. Public may become congested and may cause injuries if over packed.
There will be a first aid trained member of staff at all time to ensure if anything does happen that it can be dealt with accordingly.
Hanging equipment
Medical training Crowd management
Equipment will be set up safely by professionals. They will then be checked by the managerial team.
There will be a name check on the evening event to ensure only those invited end up in the event. On the open event there will be headcount taken as they enter the building. The staff will be informed of the maximum number allowed to enter the event.
e
d
All the suitable precautions will be taken in the event set up, running and dismantling. Staff will all be fully trained in a health and safety briefing; they will only be able to work at the event once passing this day course. Protective safety equipment will be supplied to all staff who need it for the construction days, there will be no pressure on staff to complete manual tasks. Management staff will always complete the necessary checks; before, during and after the event. There will be no corners skipped on the safety of the event.
DOES THERE NEED TO BE FURTHER ACTION?
FURTHER ACTION
WHEN WILL FURTHER ACTION HAPPEN
YES
Staff training to be completed ensuring they know what to do in this situation.
2 weeks prior to event, during the scheduled training time.
NO
NO
YES
Daily checks that the equipment is how it should be.
Everyday, a staff manager will check the equipment. This will take place every morning before any other member of staff can enter the building.
NO
NO
35
BUDGET BUDGET BREAKDOWN Here is a brief breakdown of the spending of the event, every possible incident has been taken to cut costs and to upcycling any material possible. The upcycling element fitting with the brand values of sustainability.
B U DE GT S U MMA RY SPENT
LEFT
From the original set budget of £10,000, there is £3,194.14 left after initial purchase. £1,000 will be put to one side in case of emergencies and unforeseen circumstances. The rest of the left over budget will be put towards the rest of the tour plan and the cost of transporting any set material.
HEALTH AND SAFETY
SUPPLIES LIST • POND- £30 https://www.gumtree.com/p/ponds-fountains/pondliner-large/1200167696 • MESH- £64.40 http://www.dyersmetalmesh.co.uk/aviary-mesh • LAVENDER- £198.00 https://www.lavenderworld.co.uk/collections/lavender-plants/products/angustifolia-hidcote-wholesale-quantities?variant=15824607683 • STRIP LIGHITNG- £11.98 http://www.ebay.co.uk/itm/5MStrip-Light-Car-SMD-3528-300led-DC-12V-Lamp-FlexibleWaterproof-Cool-White-/252290227180?hash=item3abdab5bec:g:0bwAAOSwezVWxCnD • WALL COMPANY- £749.96 http://www.temporarywallingsystems.co.uk/temporary-walling/ • INDIGO DYE- £13.99 http://www.ebay.co.uk/itm/Jacquard-Pre-Reduced-Indigo-Natural-Dye-For-Cotton-Denim-Wool -Choose-Size-/272403340732?var=571363569519&hash=item3f6c811dbc:m:m4Gkofg2AstZF-sZty_PSuQ • ROCKS- £20 https://www.gumtree.com/p/other-garden-patio/ rockery-stones/1197758978 • SNAPCHAT FILTER- https://www.snapchat.com • Copper sulphate powder- http://www.ebay.co.uk/itm/ Copper-Sulphate-Pentahydrate-100g-2-kg-Highest-Purity-FREE-Shipping-/121201879010?var=420191878633&hash= item1c3831e7e2:m:mBYWGNDN6q5SH310Nu-dfXA • Box lights system- http://www.ikea.com/gb/en/products/childrens-ikea-products/children-8-12/childrens-lighting-8-12/synas-led-lighting-box-transparent-art-80219622/ • Other lighting (spotlighting)- https://www.wayfair.co.uk/Ceiling-Spotlights-C235067.html?rtype=9&redir=spotlighted • Bar-http://www.barhirecompany.com/Mobile_Bar_Hire.html • Bar staff-http://www.luckyliquorco.com • Suspension wire for garments x4- http://www.ikea.com/gb/en/ products/small-storage-organisers/hooks-hangers/stajlig-multifunction-hanger-white-in-outdoor-art-10317070/ • Steel panel (4.6 metres long) - https://www.themetalstore. co.uk • Insurance-https://www.insuremyevent.co.uk
37
FUTURE OPPORTUNITIES As mentioned early, there is opportunities for the Pop-up to tour around the UK. Here is an example of how this could take place. Ensuring we hit a number of the cities with the top UK design schools or in close proximity of others. The final location would be London; this could also be an opportunity for the website to be unveiled at the event. This being a final celebration of the collection and designer, whilst also created a buzz about the website launch.