Tactics - Event

Tactics | Event Invite

A digital invite to the virtual press and influencer event will be sent out via email, to be more sustainable. The invite will direct the recipient to RSVP, and will direct them to the press release for more information. The design of the invitation is simple and mirrors Retold’s brand aesthetic, giving a preview of the fabric to entice the reader.

A short summary of the collection will be included in the email to excite the recipient and encourage them to attend the event and find out more. The event will take place on the 20th April 2022 at 7pm until 8:30pm.

Follow up emails will be sent to confirm attendance and obtain address details to send out the press boxes in the run-up to the event.

Tactics | Virtual Event Guestlist

The guestlist of 30 for the virtual press and influencer event to celebrate the launch of Re-Story includes supporters of Retold, as well as target press, including Vogue. A cross section of positions are invited to increase attendance and awareness across a wider demographic. Many of the press invited have a popular Instagram following, increasing shared and earned promotion. The press outlets selected have a national and some international following, and have a focus on either fashion or sustainability, communicating to a broad audience.

Influencers involved in the campaign and supporters of the brand are also included, to increase social content produced during the event.

Tactics | Virtual Press Event

The press and influencer event to promote the launch of Re-Story will take place on 20th April 2022 via Zoom from 7pm to 8:30pm.

The event will take place during the evening and will only be 90 minutes, taking into consideration the busy schedules of the members of press attending the event.

The event will have a sustainable focus and will promote sustainable practices such as sewing, and repurposing items to avoid waste. The event will be virtual to reduce costs and encourage ethical choices, as a physical event creates increased cost and environmental damage.

Key features of event:

Easy interactive hand-sewing workshop enables attendees to create a personalised outcome, providing a physical reminder of the event.

Raise awareness about fashion industry waste and sustainable practices.

Press box which features attractive items to enhance the event experience and feature other sustainable brands

Promotional materials provided to increase awareness and understanding of collection.

Time for questions to involve the audience.

Tactics | Event Journey

Step 1: Press/Influencers receive invite.

Step 2: Respond to invite

Step 3: Receive press box days before event (gives time to look at box contents before event)

Step 4: Contents of box can be used during event and inform about the collection.

Step 5: Introduction from Retold’s founder Clare, and Layer spokesperson – giving a

background on how the collaboration came about, and information about both brands.

Step 6: Layer’s designer and Clare talk through the collection and production journey, design,

how the fabric was sourced, where it came from and the benefits of using deadstock

fabric.

Step 7: Attendees then carry out hand sewing activity using deadstock fabric, instructed by

designer of collection creating a mini money purse.

Step 8: Encouraged to post final result onto Instagram using hashtag #yourstoryretold

Step 9: Time for questions at the end

Tactics | Press Box

The press box for the influencer and press virtual event will also be replicated for the consumer event. Once attendees confirm attendance, the box will be sent to their address in the days leading up to the event.

The box will be made using recycled materials, decorated using deadstock fabric from the collection, and ensuring all deadstock fabric is used and the project isn’t creating more waste.

The fabric and consistent branding and burnt red colour scheme helps to keep Re-Story and Retold recognisable and consistent.

The contents of the box includes promotional materials to clearly communicate ReStory, as well as items to use during the event and workshop, and gifts to enhance the user experience and promote sustainable consumption and practices. The recipient is encouraged to post the box and its contents online, as well as the event, using the hashtag #yourstoryretold, to create interest around Re-Story during its launch period. The contents of the box includes:

Re-Story Lookbook Tips for Sustainable Living by Layer Mini Hand Sewing Kit for Workshop Deadstock fabric ready to use in workshop Recycled candle from The Recycled Candle Company Retold Sustainable Laundry Bag Dried Flowers from Appreciation Project A small card explaining the collaboration, with seeds in the card which can be planted and will grow.

Press box products from external brands:

A business card for each company will be included in the box.

Each event attendee will receive a candle from The Recycled Candle Company. The candle has a vintage scent and uses the burnt red from the colour scheme of the collection to continue a carefully branded campaign. The candles are made from waste wax which would otherwise end up in landfill. The company collects unwanted candles, and then creates naturally scented candles in a variety of shapes. The candle pictured is the Rose and Oud heart candle.

A bunch of dried flowers will be provided from Appreciation Project. The Appreciation Project are a family run business in Kent, focusing on creating economical and sustainable dried flower gifts. Dried and preserved flowers are a sustainable way to enjoy flowers and extend their life, lasting a year. The colours of the flowers will match the colour scheme of Re-Story.