Prettylittlething collaboration submission by polly arnold

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6 Celebrities and Celebrity Endorsement

32 Analysis of Brand and Celebrity Identity

82 PLTxSimiHaze Timetable of Activities

Benefits of Celebirty Collaboration

PrettyLittleThing Target Customer

PrettyLittleThing PLTxStassie Collaboration

PLTxSimiHaze Target Customer

SimiHaze Celebrity Identity

PLTxSimiHaze Background Research

PLTxSimiHaze Range Plan

PLTxSimiHaze Marketing Communications Plan

PLTxSimiHaze Presentation Boards

References

14 Product Range

CONTENTS 3

20 Marketing Communications Plan

PHASE

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The term ‘celebrity’ can be difficult to define as the meaning of what it is to be a celebrity is constantly evolving and changing with the times. Lea Greenwood (2013) defined a celebrity as, “someone who is known in the public domain”. Yet, the Merriam Webster dictionary defines it as, “a famous or celebrated person” (Webster, 2016). There are five main types of celebrities: Ascribed, Achieved, Attributed, Celetoid and Celactors (Waters, 2017). As well as the five main types of celebrity, there are many new types of celebrities that are beginning to have a major influence in consumers’ day-to-day lives. These can be models, artists, photographers, journalists, bloggers and digital influencers, which are providing new avenues for celebrity branding (Keel et al, 2012).

dogan, 2010). A common strategy used by many brands is the affiliation with ‘celebrity’ endorsers who are seen to have attractive and likeable qualities (Atkin and Block, 1983). These endorsers provide many benefits for brands due to their ability to create and maintain attention in consumer markets (Croft et al, 1996). Although this is not a recent phenomenon (Kailkati, 1987), with designers implementing it from as early as the late nineteenth century, it plays a large role in the effectiveness of brands marketing communications (Erdogan, 1999). There are two types of celebrity endorsement: paid and unpaid. Paid endorsement, “involves a brand signing a celebrity to represent the label in a traditional fashion advertising campaign” (Greenwood, 2013). The contract will also preclude the celebrity to have any endorsement deals with direct competitors or something as simple as cutting their hair. Unpaid celebrity endorsement refers to the act of a celebrity wearing a certain brand because they like

From a marketing perspective, it is crucial that brands implement effective strategies in order to gain a competitive advantage for their products and services (Er-

it (Greenwood, 2013). On average, consumers tend to respond more positively to covert (unpaid) advertising, where it appears that the celebrity has chosen to wear the brand rather than being forced to (Greenwood).

athlete endorsement (8%) resonate least with consumers. Posner (2011), believes that the aim of celebrity endorsement is that the ‘cachet and sparkle’ of the celebrity will become directly associated with the brand, reinforcing their brand image and position in the market place. Assessing the suitability of a celebrity is crucial to the brand as using the wrong celebrity can have devastating consequences for the brand’s image and reputation. Using the Davie-Brown Index, developed by Davie Brown Entertainment, agencies and brands can assess the suitability of the celebrity in order to reduce the risk of failure (Posner, 2011). The index has eight criteria: appeal, notice, influence, trust, endorsement, trend setting, aspiration and awareness, which scores the celebrity and is then put through a complex database to calculate the final result (Posner, 2011). These criteria help to highlight the key factors when assessing a celebrity without having to delve into number crunching.

Some argue that celebrity endorsement has become a prevalent form of marketing communication globally over the last decade (Agrawal et al, 1995). According to industry sources in 1995, approximately 20% of all television commercials in the US featured a famous person with 10% of the money used in advertising went towards celebrity endorsement (Agrawal et al, 1995). However, this topic has been disputed with a paper being issued in 2014 by Metrix, using case studies of over 12,000 advertisements in order to conclude that celebrities have little to no influence on consumers when it comes to marketing campaigns (MarketingCharts, 2014). Nielson performed a study, which revealed that celebrity (20%) and

BENEFITS OF CELEBRITY COLLABORATION By definition, collaboration is when a, “large, well known brand or retailer joins forces with a more exclusive design-led company or individual” (Posner, 2011). In order for the joint venture to work, both parties must benefit from the collaboration either in profit or intangible benefits. Brands can undertake either short-term or long-term contractual agreements with celebrities. Short-term collaboration refers to a celebrity endorsing a brand for a one-off publicity stunt such as appearing at an event, or collaborating with the brand on a particular line within a season (Scwab, 2016). Long-term collaboration refers to brands signing celebrities for a number of years or collections, such as Kate Moss and Topshop. Despite studies indicating the negative impact that celebrity collaborations can have on a company, there are many benefits associated with using celebrities within promotional activity. Such benefits include, increased attention, image polishing, brand repositioning and the chance to underpin global campaigns (Erdogan, 1999). In addition, celebrity collaboration can assist

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brand in standing out, help customers remember advertisements and make people believe the product contributes to the superstar’s success, which in turn builds brand equity through increased consumption (Dog, 2016). Although there are many benefits of celebrity collaboration, there are potential hazards. When using a high-profile designer or celebrity figure they could overshadow the brand and create public controversy, altering the image of the brand. In addition this change of image could result in loss of public recognition and consumers (Erdogan, 1999). In a study carried out by Margaret C. Campbell of CU-Boulder’s Leeds School of Business, the effects of endorsements from celebrities such as Jessica Simpson were examined. The results concluded that when an attributed celebrity ‘fits’ a certain brand they would associate both positive (sexy, fun) and negative (weak, ditsy) connotations. However, when a brand uses an unsuited celebrity consumers will only view the brand in a negative way (Tuttle, 2012). This reinforces the importance of brands picking suitable celebrities to collaborate with.

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Founded in 2011, Pretty Little Thing is an online fashion retailer who provides affordable, catwalk inspired fashion (Prettylittlething, 2014). With new styles added every day, it gives customers a chance to access the latest trends for less than their highstreet competitors. Among their competition are online retailers such as ASOS, Missguided and Boohoo.com, who share the same target audience (Prettylittlething, 2014). The target consumer group for Pretty Little Thing are fashion-focused individuals within a young (18-25) demographic. According to one of the founding members Umar Kamani, one of the main reasons for their success shown by the 400% growth year-on-year is due to their ability to tap into celebrity trends and updates styles for sale on their site on a daily basis (Bourne, 2015). He says, “We know our customers, the young,

trend-aware female, love to look at celebrity fashion and emulate that style themselves” (Kamani, 2015). As a result, the brand has to stay reactive and be faster than fast fashion, with the ability to design, photograph and update the site in as little as three days. According to Boohoo’s joint Chief executive, the Pretty Little Thing consumer is, “sassy, glamorous and confident”. They are busy, digitally connected individuals who like to have fashion at their fingertips. They are time poor, looking for a quick solution whether it is for an upcoming event or to fill something deeper, more psychological (Wood, 2016). In order to stay successful, Pretty Little Thing converge with the ‘Gen Z’ consumer, by using terms such as ‘Fire’ and ‘Lit’ and celebrity ‘influencers’ (Wood, 2016).

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Busy. Stylish. Young. Spirited. Fashion Concious. Generation Z. Time poor.

On April 11th 2017, Pretty Little Thing announced their latest short-term celebrity collaboration ‘Shape x Stassie’ with entrepreneur Stassie Karanikolaou. The ‘shape’ range, launched in December 2016, adds body diversity to the brand, featuring curve-hugging products aimed to empower women with hourglass figures (Simmons, 2017). As a social media influencer with over two million instagram followers, Stassie speaks to the fashion-conscious, ‘Gen Z’ consumer and, “is all about reppin’ that body confidence” through being unapologetically herself (PrettyLittleThing, 2017). By using Erdogans’ (1999) theory of transference, attractiveness and congruence, it can be inferred that PrettyLittleThing chose Stassie in the hope that her glamorous lifestyle and personal appeal would converge with their target market and increase their brand image. Although the collection has received a lot of positivity, there has been controversy regarding the influencers’ plastic surgery (Rosenstein, 2017) as setting a bad example and championing surgery as a cure for insecurity rather than accepting the body you were born in (Rocks, 2017).

PRETTYLITTLETHING SHAPE X STASSIE

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PRODUCT RANGE Pretty Little Thing is known for producing on trend, affordable products that are, “faster than fast fashion” launching as many as 200 new product lines a week (Edited, 2017). The ‘Shape’ collections’ product portfolio is designed to enhance comfort and style, while allowing women to create ‘maximum impact’ and feel sexy with; “a few curve tweaks to ensure the perfect fit” (PrettyLittleThing, 2017). Housing a large depth of products in relation to width (Jackson et al, 2001), Pretty Little Thing Shape includes apparel in a variety of styles, colours and sizes 8-20 in order to target, “every girl blessed with a body like an hourglass” (PrettyLittleThing, 2017). With prices ranging from £5 to £25 the collection adheres to the affordable nature of the brand (Simmons, 2017).

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PRODUCT RANGE Dresses

Dresses

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Sweatshirts

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“Body confidence is key to keeping your look on-point” 16

“Body confidence is key to keeping your look on-point” 17

PRODUCT RANGE Flares

Flares

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Skirts

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“Body confidence is key to keeping your look on-point” 18

“Body confidence is key to keeping your look on-point” 19

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Much like their competitors, PrettyLittleThing focus a large amount of their budget on above the line promotion techniques such as advertising in order to engage their consumers (Begum, 2015). To launch the Stassie x Shape collection, Pretty Little Thing shot a 70 second advertising campaign that appeared on TV and the brandâ&#x20AC;&#x2122;s Youtube Channel. The advertisement featured Stassie wearing some of her favourite pieces 20

from the collection and emulated the minimalistic nature of previous campaigns. Throughout the next few days, PrettyLittleThing released an outdoor media campaign, including billboards and advertisements on the side of buses, which you, â&#x20AC;&#x153;cannot help but noticeâ&#x20AC;? (Begum, 2015).

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#PLTxStassie #Shape

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DIGITAL MARKETING In a heavily saturated market, PrettyLittleThing have built their brand around the customer. As CEO Umar Kamani highlights, the PLT consumer does not only want a shopping website, but wants to visit for, “celebrity gossip, fashion advice and to really interact” with the brand (Baldassarre, 2016). Due to this, Kamani relies heavily on an integrated digital marketing strategy and social media for raising brand awareness and engaging with customers (Begum, 2013). As a result, PrettyLittleThing use digital marketing agencies such as Epiphany to create exciting content and for their with 1.5 million Instagram and 315 thousand Twitter followers (Chapman, 2015). For the Shape x Stassie campaign, PrettyLittleThing started the hash tags #PLTxStassie and #Shape, across their main social media channels Facebook, Twitter and Instagram to encourage women to post pictures of

themselves feeling body confident in pieces from the collection (Instagram, 2017). In addition to this, the brand shared a 30-second clip and stills from the TV advertisement on each platform, with a ‘shop the collection’ button in the description box (Facebook, 2017). Through doing this, the brand created a buzz about the collaboration and allowed the consumer to buy their favourite outfits from the campaign straight away. In addition to this, Stassie used her influence on social media to send traffic to the website by posting images from the campaign as well as tweeting about the launch party event with her friends, which PrettyLittleThing then re-posted on their platforms (Instagram, 2017). By doing so, both the brand and the celebrity receive tangible and intangible benefits in the form of increased sales, followers and press coverage.

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PUBLIC RELATIONS In order to launch the Shape x Stassie collection, PrettyLittleThing provided a launch party that was “LIT”, featuring Stassie’s famous friends and performances from Travis Scott, Madison Beer and others (BlogPrettyLittleThing, 2017). The event was introduced on key social media platforms through an invitation, encouraging consumers to view the PLT Snapchat coverage of the event 7pm-late (Instagram, 2017). The use of the event in partnership with social media increased the exposure of the collaboration and inspired social media mentions and shares. Therefore, the launch party was a success as it provided a fix point for press coverage as well as an immersive experience for the customer, emphasizing the brand’s dedication to fulfilling the needs of the consumer (Begum, 2015).

As PrettyLittleThing targets the ‘Gen Z’ consumer, most of their customers are students with a tight budget. In order to increase traffic to the website, soon after the launch of PLTxStassie the brand offered a 20% student discount and free next day delivery on all products as well as those in the collection (Facebook, 2017). This reinforces their brand identity, providing celebrity inspired and fashion forward products for low prices.

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#PLTxStassie Launch Party

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April 12th April 11th-Day Launch of the collaboration with a post of all social media channels, linking customers to the advertisement on the Youtube Channel. As well as this a, “search the collection” hyperlink features in the comments box, allowing customers to buy their favourite looks straight away.

PLT, Stassie and various celebrities post exclusive pictures from the launch party, Press releases surrounding the collection drop and a behind the scenes interview is launched on their youtube channel. Advertisement appears on TV and an outdoor media campaign is launched.

April 25th PLT re-posts an image of the collaboration after the coachella launch party in order to retain a buzz about the shape collection.

TIMETABLE OF ACTIVITIES Due to the nature of PrettyLittleThing being a ‘fast-fashion’ retailer, the timetable of activities is a lot shorter than the traditional fashion cycle. As a result, by the time the collaboration is launched, the whole product range will already be available for customers to shop.

April 13th April 11th-Evening

PLT posts on all social media channels about the launch party, asking if anyone managed to watch it on their snapchat to keep the hype about the collection.

PLT invite consumers to ‘join us’ at the launch party through their live stream snapchat from 7pm till late.

How did PLT keep the celebrity’s original design while creating a suitable product range for their target market and associated price points? PrettyLittleThing stayed, “true to Stassie’s signature style”(BlogPrettyLittleThing, 2017) by embodying some of Stassies go-to looks, whilst providing products that are reminiscent of PLT’s classic styles including, “cleavage enhancing mini dresses, booty hugging skirts and cute crop tops” (Slink, 2016). The materials used for the collection were mostly Polyester and Elastane that are figure, ““hugging fabric” creating the sexy silhouette that PrettyLittleThing are known for as well as providing looks that Stassie would wear herself (PrettyLittleThing, 2017). In a behind-the-scenes interview with Stassie, it was said that the PLT team designed most of the collection and she came in and made changes, picking her favourite products from the range plan (PrettyLittleThing, 2017). Through doing this, the brand could ensure that the products were suitable for their target customer and Stassie was able to put her own stamp on the collection.

33 Figure 31

PHASE

PRETTYLITTLETHING X SIMIHAZE Figure 32

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TARGET CUSTOMER 38

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The target customer for the PLTxSimmiHaze collaboration is the, â&#x20AC;&#x153;young, trend aware femaleâ&#x20AC;? who obsesses over celebrity fashion and the latest trends (Bourne, 2015). They love to experiment with their style and mix and match outfits, creating a beautiful colour clash. They are digital natives, inspired by bloggers and music artists, who encourage them to express themselves through fashion. 39

CELEBRITY IDENTITY

Born in Saudi Arabia, Simi and Haza Khadra are identical twins with a passion for style and music (Petarca, 2016). The 23-year-old girls have a large fan base of over 130,000 Instagram followers as well as having A-list friends such as Kylie Jenner, Hailey Baldwin and Sofia Richie (Ibrahim, 2016). Since being spotted at London Fashion Week when they were just 14 years old, the twins are rapidly becoming some of the most sought after DJ’s, performing at coveted venues such as Fashion Week and Hollywood’s legendary Roxy Theatre providing, “Good energy, positive vibes and everyone just having fun”. (Flaunt, 2016). Their style is a mix of, “40’s meets-punk-meets-gothic with a little dress-up aspect” (Chabbott, 2016). They like to take advantage of being young and love to mix up their style, bringing a subtle sexiness to each outfit (Chabbott, 2016).

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UNIQUE

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MUSIC

STYLISH

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PASSIONATE

SEXY

PUNK

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SIMIHAZE

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A/W 17/18 - DIRECTION

SEASON

The PLTxSimiHaze collaboration will launch in A/W 17 as a party range, much like the Sofia Richie collection. To celebrate the style of SimiHaze and the key trends of the season, this collaboration will consist of metallic and glittery dresses, skirts, and jackets that combine punk with glamour. Key silhouettes will be reminiscent of PrettyLittleThing’s staple products, as well as using SimiHazes’ mix of style in order to create sexy outfits that will make any girl the star of the party. Vinyl and metallic fabrics,“will add interest and texture”. As well as this, the usual darker colour palette will be paired with ‘baked’ shades such as pink and terracotta, (Davies, 2016).

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A/W 17/18 - DIRECTION

CORE COLOURS According to WGSN, core colours of the season will be black, grey and cream (Sinclair et al, 2015). Black is the most purchased colour at 28%, followed by blue at 15% and grey 10% (Sinclair et al, 2015). These colours have a transeasonal value and will always be popular, mostly appearing as ‘classic’ items of clothing that are timeless.

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SEASONAL COLOURS

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Using WGSN’s Nocturne and INfusion trend forecasts, it can be identified that metallic colours will be popular for the A/W 17/18 season, paired with core colours, to add depth to an outfit (Sinclair et al, 2015).

A/W 17/18 - COLOUR FORECAST 46

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A/W 17/18 - DIRECTION

TRENDS

80’S INFLUENCE

DIAMOND SHINE

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The A/W 17/ 18 Season will see a large influence from the 80’s with the return of the ‘power shoulder’ and metallic and vinyl fabrics (Davies, 2016). The PLTxSimiHaze collaboration will draw on inspiration from the 80’s and 90’s, featuring vinyl mini skirts, graphic tees and metallic dresses.

In A/W 17/18 party wear will feature embellishments, layered with mesh panels and micro beads emphasising a subtle sparkle (Sinclair et al, 2017). The collaboration will stay true to SimiHazes’ style by adding garments with sheer elements that can be layered to create an understated sexiness, drawing inspiration from the WGSN ‘Nocturne’ trend report. Figure 56

A/W 17/18 - DIRECTION

MISSGUIDED

BOOHOO Figure 63

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A/W 17/18 - DIRECTION

METALLIC GRUNGE MILAN Figure 76

TOKYO

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PARIS

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LONDON

A/W 17/18 - DIRECTION

RANGE PLAN The capsule collection will feature 30 garments, including dresses, skirts, jackets, t-shirts and trousers. The following range plan details 10 key silhouettes from the collection, referencing size, colour ways and fabric. The recommended retail prices for the collection are between £5 and £40 pounds, providing cutting edge styles that do not break the bank. The products will be manufactured in England, like most other products sold by PLT, with the fabrics mainly consisting of Polyester, Elastane and Faux Leather to create a ‘vinyl’ effect.

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A/W 17/18 - RANGE PLAN

LILLIA LACE MAXI

JOSIE TRENCH DRESS

WGSN

The maxi party dress for the SimixHaze collection draws on inspiration from WGSN’s ‘gothic lace’ trend, as well as adding the sheer, layered elements to stay true to the girl’s go-to style.

WGSN

The trench coat dress for the SimixHaze collection plays on the girls love of grunge with a touch of sexiness and is perfect paired with ankle boots or a dainty pair of heels.

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PLTx SIMIHAZE

PLTx SIMIHAZE Figure 92

PRODUCT DETAILS

Size- UK 4-16

Fabric- 95% Cotton, 5% Elastane

Fabric- 100% Polyester

Colours- Black, Dark Green

Colours- Black, Grey, Mustard 56

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A/W 17/18 - RANGE PLAN

POPPY MESH CROP

HANNAH FRILL CROP

WGSN

The mesh crop for the SimixHaze collection is the perfect mix of grunge and girly, perfect for a night out.

WGSN

The Hannah frill crop is a mix of youth and punk and is perfect for a night on the town when paired with leather jeans and boots.

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PLTx SIMIHAZE

PRODUCT DETAILS

Size- UK 4-16

Fabric95% Polyester 5% Elastane

Fabric- 95% Polyester, 5% Elastane

Colours- Black, Ruby Red

Colours- Black, Grey, Dark Green 58

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A/W 17/18 - RANGE PLAN

BECKY COATED LEATHER CROP

WGSN

BECKY COATED LEATHER SKIRT

Combining mesh and leather, this crop is feminine with a punk chic edge, staying true to the twinâ&#x20AC;&#x2122;s identity.

WGSN

Worn either on its own or with the matching crop, this leather skirt is a statement piece for this season.

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PLTx SIMIHAZE

PRODUCT DETAILS

Size- UK 4-16

Fabric- 100% Polyester

Colours- Black, Cream

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A/W 17/18 - RANGE PLAN

RUBY BODYCON DRESS

PHOEBE VINYL JEANS

PLT

The Ruby bodycon dress is a twist on a PLT classic, perfect to wear over a crop top or with a statement jacket.

WGSN

The Phoebe vinyl jeans are a biker chick-meets girl next door look, which light up the streets making you get noticed this season.

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PLTx SIMIHAZE

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PLTx SIMIHAZE

PRODUCT DETAILS

Size- UK 4-16

Fabric- 95% Polyester, 5% Eladtane Colours- Black, Ruby Red

Fabric- 100% Polyester Colours- Black, Electric Blue, Ruby Red 62

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A/W 17/18 - RANGE PLAN

EMILY REVERSIBLE BOMBER WGSN

ANNA DOUBLE LAYER COAT WGSN

The Emily reversible bomber is a must-have piece for this season. With lace detailing on one side and a simple pattern on the other, it can be worn for any occasion.

The Anna double layer coat has a detachable organza sleeveless jacket, making it perfect for winter nights or standing out at a party.

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PLTx SIMIHAZE

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PLT x SIMIHAZE

PRODUCT DETAILS

Size- UK 4-16

Fabric- 100% Polyester

Fabric- 90% Polyester, 5% Elastane, 5% Organza

Colours- Black, Grey, Purple

Colours- Black, Ruby Red, Dark Green 64

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A/W 17/18 - RANGE PLAN

Colours

Fabric- 95% Polyester, 5% Elastane Sizes

Price- £18

Colours

Fabric- 95% Polyester, 5% Elastane

Fabric- 100% Polyester

Sizes

Price- £27.99

Price- £12.99

Price- £14

Colours

Fabric- 100% Polyester

Sizes

Price- £25.99

Price- £25

Colours Fabric- 95% Polyester, 5% Elastane

Fabric- 100% Polyester

Sizes

Price £15

Price- £29.99

Colours Colours Fabric- 90% Polyester, 5% Elastane, 5% Organza Sizes

Price- £35

Fabric- 95% Polyester, 5% Elastane Sizes

PRETTYLITTLETHING X SIMIHAZE

Price- £9.99 66

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MARKETING COMMUNICATIONS 68

PRETTYLITTLETHING.com

ADVERTISING The PLT x SimiHaze advertising campaign will keep in line with PLT’s previous collections, with a focus on the garments and no dialogue. The 70-second video will feature twins Simi and Haze walking around the streets of LA in various outfits until they reach a party, which they DJ. It will be launched on their Youtube channel and shared across various social media platforms. The music in the background will be a song by the twins, with branding appearing at the end saying ‘PrettyLittleThing. com’. As well as digital advertising, still shots from the campaign will be featured in an outdoor media campaign spreading across billboards and buses in busy cities. .

PRETTYLITTLETHING.com

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YOUTUBE

BILLBOARDS Figure 121

SimiHaze: PrettyLittleThing days ago

PRETTYLITTLETHING.com

Get ready to rock the party with the new PLTxSimiHaze collection, with star studded styles from day to night, that will get you noticed this season. Grab your #twinnie and join our glam squad. Featuring some of the twins go to outfits from mesh, sheer layers to mini skirts and denim jackets, this collection has something for every sexy rock chick.

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PRETTYLITTLETHING.com

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Simi and Haze at PLT HQ | Pretty Little Thing

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MOCK UPS

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DIGITAL MARKETING To launch the PLTxSimiHaze collaboration, alongside the advertising campaign, PrettyLittleThing will launch a competition. The competition will involve consumers tagging their #twinnie in a post wearing clothes from the collection in order to be in the draw to win a trip to LA to meet the SimiHaze twins. By using their social media platforms to introduce the collaboration with the competition, it will increase traffic to the website and hopefully increase purchases. As well as this, by using slang such as ‘Lit’ and ‘Squad’, Pret-

tyLittleThing will reach the target Gen Z ‘digital age’ customer. The twins will feature in short clips, showing behind the scenes footage of the shoot as well as giving their top style tips for the A/W season on social media and through email marketing. By creating extra footage in addition to the campaign, Pretty Little Thing will create a buzz around the celebrities, increasing popularity of the collection and brand exposure.

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denim PLTxSimiHaze

#PLTxSimiHaze

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From sexy mesh dresses to daring @SimiHaze

PLTxSimiHaze

Get ready to rock the party with all the pieces you need

featuring some dazzling embroidery and mesh layers

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SimixHaze Phoebe bl..

SimixHaze Penny Black Sequin Jumpsuit.. Figure 135

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PLTxSIMIHAZE LAUNCH PARTY

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. Photobooth . Food Truck . Live DJâ&#x20AC;&#x2122;s . Snapchat Takeover . Special Guests .

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SOCIAL MEDIA Behind the scenes You are invited to the launch of

PRETTYLITTLETHING.com

Come and celebrate with us at our PLTXSIMIHAZE launch party. If you cant come check out our snapchat live stream!!

PLTXSIMIHAZE With a Special Guest Appearance from

Slayyyyyyyy We can’t DEAL with @Bellahadid with her bestie Simi at the PLTXSIMIHAZE launch

#Glamsquad #PLTXSIMIHAZE

Invitation

THE ATOMICS

#GlamSquad #PLTXSIMIHAZE #Bel-

Friday 13th October 7pm ‘til late

#PLTXSIMIHAXE @PRETTYLITTLETHING @SIMIHAZE Figure 142

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Snapchat takeover

SOOO excited to announce our collaboration with @PRETTYLITTLETHING hitting the site soon.. watch out

Chilling at the #PLTxSimiHaze launch party

Lil beb loves at launch party for #PLT

PRETTYLITTLETHING.com Figure 148

Exclusive interviews

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Free Next Day Delivery

SALES PROMOTION

“Tag your #Twinnie”

20 % Student Discount

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Free Body Chain With Every Order

October 14th- Day October 13th- Day PLT announces their collaboration with Simi Haze and leaks an invite to the exlusive launch party on their social media channels.

PLT, SimiHaze and various celebrities post exclusive pictures from the launch party, Press releases surrounding the collection drop and a behind the scenes interview is launched on their youtube channel. Advertisement appears on TV and in an outdoor media campaign.

October 25th Winners of the #tagyourtwinnie competion are announced. Footage from the trip is taken and leaked on social media to sustain a buzz about the collaboration.

TIMETABLE OF ACTIVITIES October 15th - Evening October 13th- Evening

PLT posts on all social media channels about the launch party, and leaks still shots and behind-the-scenes footage and style tips from the twins.

PLT invite consumers to â&#x20AC;&#x2DC;join usâ&#x20AC;&#x2122; at the launch party through their live stream snapchat from 7pm till late.

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THREE

BOARDS

“40’s meets-punk-meets-gothic with a little dress-up aspect” (Chabbott, 2016).

UNIQUE

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MUSIC

STYLISH

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PASSION

SEXY

PUNK

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SIMIHAZE 87

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A/W 17/18 - RANGE PLAN

Colours

Fabric- 95% Polyester, 5% Elastane Sizes

Price- £18

Colours

Fabric- 95% Polyester, 5% Elastane

Fabric- 100% Polyester

Sizes

Price- £27.99

Price- £12.99

Price- £14

Colours

Fabric- 100% Polyester

Sizes

Price- £25.99

Price- £25

Colours Fabric- 95% Polyester, 5% Elastane

Fabric- 100% Polyester

Sizes

Price £15

Price- £29.99

Colours Colours Fabric- 90% Polyester, 5% Elastane, 5% Organza Sizes

Price- £35

Fabric- 95% Polyester, 5% Elastane Sizes

PRETTYLITTLETHING X SIMIHAZE

Price- £9.99 88

MARCOM PLAN 20% Student Discount

Billboards

PLTxSimiHaze | PrettyLittleThing

TV Advertisement

#PLTxSimiHaze

Behind the Scenes

Digital Media Marketing

Advertising

Simi and Haze at PLT HQ | Pretty Little Thing

Launch Party denim PLTxSimiHaze

From sexy mesh dresses to daring @SimiHaze

Special Guests

PLTxSimiHaze

You are invited to the launch of

Get ready to rock the party with all the pieces you need

featuring some dazzling embroidery and mesh layers

PRETTYLITTLETHING.com PLTXSIMIHAZE

Come join us at our PLTXSIMIHAZE launch party. If you can’t come then check out our live snapchat! #Glamsquad #PLTXSIMIHAZE Slayyyyyy

With a Special Guest Appearance from

We can’t DEAL with @Bellahadid with her bestie Simi at the PLTXSIMIHAZE launch #GlamSquad #PLTXSIMIHAZE #BellaHadid

Invitation

Figure 98

Friday 13th October 7pm ‘til late

#PLTXSIMIHAXE @PRETTYLITTLETHING @SIMIHAZE

Snapchat takeover

‘Shop the Collection’ button

THE ATOMICS

#Twinnie Competition

Soo excited to announce our collaboration with @PrettyLittleThing hitting sites soon watch out!! #PLTxSimiHaze #GlamSquad #Twinnie

Lil beb loves at launch party for #PLT

Chilling at the #PLTxSimiHaze launch party

PRETTYLITTLETHING.com

Exclusive Interviews

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IMAGE REFERENCES

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Figure 54: CameraReady. 2017. Ben Nye Lumiere Grand Colour Pressed

Figure 70: Boohoo. 2017. Petite Cara Wrap Asymmetric Velvet Dress.

Figure 88: Instagram. 2017. Thanks @harpersbazarus for having us DJ.

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[Image]. [Accessed 22 April 2017]. Available from: https://www.instagram.com/p/BP1e163BQiD/?taken-by=simihaze&hl=en Figure 89: Sears, K. 2016. The Party Dress- A/W 17/18 Category Update. [Image]. [Accessed 23 April 2017]. Available from: https://0-www. wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/68083/page/1 Figure 90: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Dresses & Skirts. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/57445/page/1 Figure 91: Arnold, P. 2017. Drawing of Maxi Dress. [Drawing]. At: Leeds Figure 92: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Dresses & Skirts. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/57445/page/1 Figure 93: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Dresses & Skirts. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/57445/page/1 Figure 94: Arnold, P. 2017. Drawing of Tuxedo Dress. [Drawing]. At: Leeds Figure 95: Forever 21. 2017. Rare London Polka Dot Crop Top. [Image]. [Accessed 23 Apirl 2017]. Available from: http://www. forever21.com/UK/Product/Product.aspx?Br=F21&Category=top&ProductID=2000233792&VariantID=01&gclid=Cj0KEQjwrYbIBRCgnY-OluOk89EBEiQAZER58kupbgYdyWenbhNOaueQv65eupqYhMOqf0GukDLMp40aAtv78P8HAQ

Figure 104: Instagram. 2017. Parisfashionweek. [Image]. [Accessed 22 April 2017]. Available from: https://www.instagram.com/parisfashionweek/ Figure 105: Sinclair, R. 2017. Design Development A/W 17/18: Women’s Woven Tops. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64650/page/1 Figure 106: Arnold, P. 2017. Drawing of Crop Top. [Drawing]. At: Leeds Figure 107: LeatherCelebrities. 2016. Sama and Haya Khadra Night Out in West Hollywood. [Image]. [Accessed 27 April 2017]. Available from: http://www.leathercelebrities.com/photos/entry/sama-and-haya-khadra-night-out-in-west-hollywood/ Figure 108: PrettyLittleThing. 2017. Agness Black Cross Back Ruched Bodycon Dress. [Image]. [Accessed 27 April 2017]. Available from: https://www.prettylittlething.com/agness-rose-cross-back-ruched-bodycon-dress.html Figure 109: Arnold, P. 2017. Drawing of Dress. [Drawing]. At: Leeds Figure 110: Walpita, S. 2017. Fashion Week Streets A/W 17/18: Trousers. [Accessed 27 April 2017]. Available from: https://0-www.wgsn. com.wam.leeds.ac.uk/content/board_viewer/#/71548/page/3 Figure 111: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Trousers & Shorts. [Image]. [Accessed 27 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/reports/#/ Womenswear/w/Future_Trends/25968 Figure 112: Arnold, P. 2017. Drawing of Vinyl Jeans. [Drawing]. At: Leeds

Figure 96: Sinclair, R. 2017. Design Development A/W 17/18: Women’s Woven Tops. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64650/page/1

Figure 113: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Jackets & Outerwear. [Image]. [Accessed 27 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64387/page/1

Figure 97: Arnold, P. 2017. Drawing of Mesh Crop Top. [Drawing]. At: Leeds

Figure 114: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Jackets & Outerwear. [Image]. [Accessed 27 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64387/page/1

Figure 98: Boohoo. 2017. Elizabeth Feather Trim Woven Cami. [Image]. [Accessed 23 April 2017]. Available from: http://www. boohoo.com/restofworld/invt/dzz67496?rmsrc=1&_$ja=tsid:77520%7Ccid:294788705%7Cagid:20988291905%7Ctid:a ud-262675878711:pla-194443117505%7Ccrid:85426832345%7Cnw:g%7Crnd:5575185052691677596%7Cdvc:c%7Cadp:1o2&gclid=Cj0KEQjwrYbIBRCgnY-OluOk89EBEiQAZER58v7MQN-XJBcRZ_ w2FyuL8dM97uaBrW7Ck73UPygfebwaAiXN8P8HAQ Figure 99: Sinclair, R. 2017. Design Development A/W 17/18: Women’s Woven Tops. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64650/page/1 Figure 100: Arnold, P. 2017. Drawing of Frill Crop Top. [Drawing]. At: Leeds Figure 101: Sinclair, R. 2017. Design Development A/W 17/18: Women’s Woven Tops. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64650/page/1

Figure 115: Arnold, P. 2017. Drawing of Reversible Bomber. [Drawing]. At: Leeds Figure 116: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Jackets & Outerwear. [Image]. [Accessed 27 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64387/page/1 Figure 117: Sinclair, R. 2016. Design Development A/W 17/18: Women’s Jackets & Outerwear. [Image]. [Accessed 27 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64387/page/1 Figure 118: Arnold, P. 2017. Drawing of Double Layer Jacket. [Drawing]. At: Leeds Figure 119: Instagram. 2017. #tb to this weekend when I found myself in a fake hospital at 6 am thanks to @Kehlani. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BQi5lt8BHiS/

Figure 102: Sinclair, R. 2017. Design Development A/W 17/18: Women’s Woven Tops. [Image]. [Accessed 23 April 2017]. Available from: https://0-www.wgsn.com.wam.leeds.ac.uk/content/board_viewer/#/64650/page/1

Figure 120: Instagram. 2017. Fashion Weak. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BQjbU_7B2MO/?taken-by=simihaze

Figure 103: Arnold, P. 2017. Drawing of Crop Top. [Drawing]. At: Leeds

Figure 121: Instagram. 2017. Today in London. [Image]. [Accessed 20

April 2017]. Available from: https://www.instagram.com/p/BRY9OQ2B9cG/?taken-by=simihaze&hl=en Figure 122: Instagram. 2017. 12 am in LA and feeeeeelin the love. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram. com/p/BSS330QhIQ-/?taken-by=simihaze&hl=en

Figure 139: Instagram. 2017. New bestfriend. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BS6NapzBStu/?tagged=pltxpaper&hl=en

Figure 123: Instagram. 2017. Today in London. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BRY9OQ2B9cG/?taken-by=simihaze&hl=en

Figure 140: Huff, L. 2016. Kylie Jenner Hosted the Ultimate Pool Party to Celebrate US Launch of PrettyLittleThing.Com. [Image]. [Accessed 27 April 2017]. Available from: http://laguestlist.com/kylie-jenner-hosted-ultimate-pool-party-celebrate-us-launch-prettylittlethings-com/

Figure 124: Instagram. 2017. Fashion Weak. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BQjbU_7B2MO/?taken-by=simihaze

Figure 141: Instagram. 2017.Coat club. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BKlw1gYhw_i Figure 142: BishopsLoungenoho. 2016. Dj party. [Image]. [Accessed 27 April 2017]. Available from: http://bishopsloungenoho.com/event/ dj-party/2017-01-16/

Figure 125: Instagram. 2017. Today in London. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BRY9OQ2B9cG/?taken-by=simihaze&hl=en

Figure 143: Instagram. 2017. Anything but basic. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BTdtufglVvu/?taken-by=prettylittlething&hl=en

Figure 126: Instagram. 2017. Girls. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BRGynUrBNn9/?taken-by=simihaze

Figure 144: Twitter. 2016. Anwar & Gigi via Simihaze snapchat. [Image]. [Accessed 27 April 2017]. Available from: https://twitter.com/myqueengigiig/status/772791912789147648

Figure 127: Instagram. 2017. Fashion Weak. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BQjbU_7B2MO/?taken-by=simihaze

Figure 145: Carpenter, C. 2017. Kylie Jenner rocks purple thigh-high boots for Shape X Stassie launch... after giving sister Kendall a shoutout. [Image]. [Accessed 27 April 2017]. Available from: http://www. dailymail.co.uk/tvshowbiz/article-4403928/Kylie-Jenner-rocks-purplethigh-high-boots-PLT-launch.html

Figure 128: Instagram. 2017. Girlband. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BPnlOQzg7mo/?taken-by=ginimisselbrook&hl=en Figure 129: Instagram. 2017.Meshin Around. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BN4wxYqA7rb/?taken-by=ginimisselbrook&hl=en

Figure 146: Instagram. 2017.Coat club. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BKlw1gYhw_i

Figure 130: Instagram. 2017. Amore Puro. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BTYoNB3jyJc/?tagged=prettylittlething&hl=en

Figure 147: Instagram. 2017. Anything but basic. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BTdtufglVvu/?taken-by=prettylittlething&hl=en

Figure 131: Instagram. 2017.Just arrived at our office. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/ BTYRVodFIL1/?tagged=meshdress&hl=en

Figure 148: Instagram. 2017.Thank u @schutzshoes that was fun! So glad uk fam was here so we could play all the real tunezz. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/ BTDhvXYBOWW/?taken-by=simihaze&hl=en

Figure 132: Instagram. 2017.@nickelondeonstyle knows what’s good. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BTSkrVvFsTH/

Figure 149: Instagram. 2017. Fashion weak. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BQjbU_7B2MO/?taken-by=simihaze&hl=en

Figure 133: Instagram.2017. Cassie Choker Necklace. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BTWxMi4AkQr/?tagged=plt&hl=en

Figure 150: Coscarelli, A. 2015. 12 New Style Stars You Should Be Following On Instagram. [Image]. [Accessed 27 April 2017]. Available from: http://www.refinery29.com/new-style-icons-outfit-inspiration

Figure 134: Instagram. 2017. Fashion Weak. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BQjbU_7B2MO/?taken-by=simihaze Figure 135: Instagram. 2017.Last night. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/ BOv69WkB36s/?taken-by=simihaze Figure 136: Instagram. 2017.Sunrise in full. [Image]. [Accessed 27 April 2017]. Available from: https://www.instagram.com/p/BS9dJchhgJC/?taken-by=simihaze Figure 137: Instagram. 2017. Today in London. [Image]. [Accessed 20 April 2017]. Available from: https://www.instagram.com/p/BRY9OQ2B9cG/?taken-by=simihaze&hl=en Figure 138: Instagram. 2017. Thank you @marcjacobs for having us DJ last night. [Image]. [Accessed 20 April 2017]. Available from: https:// www.instagram.com/p/BQlaT6uhjyU/?taken-by=simihaze