Timeline

Timeline|pre-launch activity

22nd April 2021 Layer and Retold begin partnership. Promoted on Instagram profiles and website. September 2021 Deadstock fabric sourced and

begin working with designers to create collection. February 2022 Previous owners of garments in the collection submit their memories to

go in the lookbook. March 2022 Print all physical promotional materials and gather press box contents.

August 2021 Retold asks consumers to send in

vintage garments via socials and email. February 2022 Lookbook shoot and

website photography. February 2022 Show progress of collaboration on Instagram to attract customers. March 2022 Press release emailed out to members of press.

March 2022 Banners on Layer and Retold’s website promoting the launch. March 2022 Instagram content from Layer and Retold promoting launch. Re-Story highlight is created to document the collection. March 2022 Podcast talk on BBC Sounds

Fashion Fix with Charli Howard to promote launch. April 2022 Ensure all invitees have RSVP’d and provided their address to send press box. April 2022 Send out consumer

event boxes.

March 2022 Email out press and influencer virtual event invite. March 2022 Advertise consumer event, must be subscribed to sign up. April 2022 Physical lookbooks in Retold’s studio and campaign posters present in digital and physical locations. April 2022 Send out press boxes.

Timeline|launch activity

20th April 2022 Press and influencer

virtual event. 24th April 2022 Consumer virtual workshop to celebrate launch of Re-Story. April 2022 Consumers encouraged to post using hashtag, posts are saved to a highlight and reposted by Retold. April 2022 Instagram post showing best deadstock creations from press, influencer and consumer workshop.

22nd April 2022 Re-Story collection goes live on Retold’s website at 7pm. April 2022 Paid influencer content on

Instagram to promote ReStory and #yourstoryretold. April 2022 Newsletter sent to subcribers rounding up event.

Timeline|post-launch activity

April 2022 onwards Retold reposts any coverage from influencers, customers and press. June 2022 Evaluate success of campaign: Sales

Coverage Engagement and Reach

April 2022 onwards Card arrives with purchases explaing Re-Story and encouraging consumers to use the Re-Story hashtag. June 2022 onwards Work with Layer to implement ReStory as a regular aspect of Retold’s business offerings, with regular meetings and reviews to stay on track. July 2022 Consider moving Re-Story onto HURR rental platform to make the collection accessible to younger audiences and to promote circular fashion.