Abigail doughty temperley london marketing plan summer haze reduced file by Abi D

Prepared By: Abigail Doughty; Marketing Director

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This report outlines the Spring/Summer 2015 communications campaign plan for Temperley London. The campaign, ‘Summer Haze’ will run from February 1st to July 31st 2015 and will contain key aims and objectives that will improve brand awareness and recognition, customer loyalty, a strengthened and more established online presence and increase in sales via in store and online techniques. The campaign, ‘Summer Haze’ is based around the researched trends for SS15 whilst still incorporating the notion of a warm, relaxed and dreamy summer. This will appeal to the 25+ sophisticated professional who leads a busy lifestyle yet enjoys looking after themselves and take pleasure in styling their outfits. They will connect with the brand through social media platforms and digital marketing techniques which will increase their overall awareness and brand loyalty. Tactics applied in the campaign will include an advertising print campaign, celebrity endorsement, collaboration, event and updated retail settings which are all supported by a strong digital and PR campaign. Included are press releases and whilst the tactics and strategies employed are adventurous, they are still in keeping with the brands traditional heritage.

Executive Summary

Introduction

Background & Rationale

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Aims & Objectives

Strategic Approach

Creative Brief Marketing Tactics & PR Support

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Assessment & Conclusion

References

Appendices

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This report will explain the outline, implementations and outcomes of the SS2015 marketing campaign for Temperley London. The campaign will run from February 01st to July 31st 2015. There will be an introduction to the brand and its background with an overview of its customer profile and concept. Following this, the report will look at its aims and objectives for the campaign, then look into the strategic approach which will address the overall outline of my campaign concept and message. Finally, a detailed and in-depth look at the marketing tactics and PR support implemented and the relevance and justifications behind each of the strategies. Included in this section are advertising, retail settings, digital marketing, collaboration and events. A short conclusion and assessment will summarize my campaign and its level of success. Appendices will follow as well as references, containing primary/secondary research as well as press releases which support each of my campaign strategies. Graphics and appropriate photography will run throughout the report to support the campaign and its overall look.

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Founded by Alice Temperley in 2000, Temperley London is well known for its ‘elegant silhouettes and design features which are coupled with historical detailing’ and sparked with a modern twist. The designs are filled with beautiful prints which were skills acquired by Alice during her specialist studies in print and fabric technology at The Royal College of Art in 1999. Between 2009-2011 Temperley London presented their collections via multimedia installations during the recession, now, each year Temperley London shows at London Fashion week on Sunday at precisely 2pm and has done for the past 5 seasons. Previous and very successful collaborations over the years have been with British brands such as Barbour, Filofax and Gordon’s Gin. However as Temperley attempts the transition into a lifestyle brand, it would be interesting to see how a collaboration between fashion and lifestyle brand would work and measure its level of success. In September 2012 the collection ‘Somerset by Alice Temperley’ was launched exclusively in John Lewis, it became the fastest selling fashion collection of the department stores history. Online sales were particularly successful with 56% purchased on johnlewis.com. This suggests a demand for an established website with supporting social media platforms as 2 years ago consumers found buying online seemingly easier than going into store. Temperley London announced Ulrik Garde Due was its new CEO in…

…September 2013, the company's biggest market for 2014 was the UK, followed by the US, the Middle East and then Europe. Hannah George, Press Officer at Temperley stated that the brand wants to expand internationally, their main focus being the USA and UAE, and by January 2015, the main company strategy is to have a New York agency in place in order for this to be successful. Temperley London don’t advertise except for a few exceptions online as they don’t have access to that type of budget, so it would be useful for the brand to have a print campaign which would raise awareness and reach out to a wider broader audience. Their main marketing techniques are dressing celebrities and creating brand awareness by using people in the public eye such as Kate Hudson, Katie Perry, Kylie Minogue and Penelope Cruz, the combination of an advertisement featuring a celebrity would increase media interest and consumers awareness and desire for the brand. Despite the improvements over the years with the website, the social media aspect of the brand isn’t working to its full potential. Instagram especially is the most affected with no ‘official’ Temperley London page available to consumers. So an improvement would be to focus on the digital aspect of the brand and bring it all together to work alongside one another in a successful campaign.

Over 300 stockists in 37 stores worldwide.

2 flagship,1 pop up and 1 outlet store in London, 1 in Dubai and Qatar.

69,492 LIKES 4,800 FOLLOWERS 18,518 FOLLOWERS 6,420 FOLLOWERS

The Temperley London target consumer is confident, feminine and eccentric; she is sophisticated, aware of herself and the current trends and takes pride in her appearance and appreciates good quality garments. The target age group is broad, primarily between 25-30 and 40-60, the idea behind this is to cater to everyoneâ&#x20AC;&#x2122;s needs. Arabic customers currently make up a large percentage of the Temperley London consumer.

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To expand customer demographic by at least 15% by May 2015, this will be achieved by focusing on digital marketing and accessing a higher volume of consumers.

To increase overall sales performance by 20% by the end of 2015 and to have lifestyle products more established and incorporated via the new campaign and in-store merchandising by 2016.

To establish and maintain a strong brand position and identity over the course of the campaign (February 01st â&#x20AC;&#x201C; July 31st 2015) by inkeeping with the campaignâ&#x20AC;&#x2122;s themes and merchandising techniques which will rolled out via media channels, in store and online.

To strengthen and narrow the brands customer profile and awareness in order to target the consumer appropriately and efficiently via advertising campaigns, ultimately creating desire by using celebrity endorsement. To strengthen overall online presence and be consistent throughout each social media and digital platform.

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The concept of the campaign for SS15 will be consistent throughout in terms of themes, colours and styling. The main message behind the concept, ‘Summer Haze’ is the idea of the sophisticated Temperley woman wearing luxurious printed fabrics on a hot summer’s eve; content and in a dream like state, happy with her life, her dreams all coming true. The colours used throughout the campaign are reflective of the trend research which has been conducted using websites such as WGSN and Trendhunter.com. The campaign will be staggered over the course of February to help increase customer awareness and build media attention – 01ST FEBRUARY – Digital campaign release for press and bloggers combined with PR input to promote Temperley London app and website. Preview of collaboration creates awareness and interest for the media and customer. 05TH FEBRUARY – Official launch of digital campaign and launch of store re-opening with brand ambassador Poppy Delevigne will gain customer and media interest and desire as the campaign grows and develops. 10TH FEBRUARY – Collaboration products released with Emma Bridgewater exclusive to particular stores and online. A wider audience is reached which increases awareness of brand and online platform, action is taken for new products. 15TH FEBRUARY – Print Advertising Campaign is rolled out featuring actress Lily James and photographer Venetia Scott , the final push for consumers to take action, as a relationship has been building between the brand and the consumer over the previous weeks strategies. Launch of Social Media Platforms à AWARENESS à Store re-launch with brand ambassador à INTEREST à Collaboration with lifestyle designer à DESIRE à Print Advertising Campaign with celebrity à ACTION.

SUNSHINE, HAZE, FREEDOM, FLOWERS, FLOWING, SILKS, LUXURY, LOVE, FRIENDSHIP, PRETTY, PASTELS, DREAM WORLD, FANTASY, CONTENT, PERFECT, PETALS, WILDLIFE, RELAXED, COMPLETE.

The digital aspects of the campaign is one of the main components that will combine with other elements in order for it to be a complete success. In order for the digital campaign to take complete effect it is important that the strategy is implemented correctly in store as well as online and features strong PR support throughout. Although the official launch date for the digital marketing campaign isn’t until the 05th February to combine with the store opening event, press and bloggers will have the opportunity to attend an invite only press day before the release date to experience the brands app and digital installations that will be appearing in store. The concept for the campaign will be a free app which will be available on smartphones, tablets and computers on both iPhone and Android, allowing customers to access the brand directly no matter where they are. The app will allow customers to browse current collections, pay online, share their favorite outfits on social media and be able to participate in online offers and competitions. There will also be a daily feed filled with Temperley news, quotes and history which will allow the brand to communicate directly with the customer and help them to gain a deeper understanding and awareness of the brand. During fashion shows a live feed will be available for customers to watch the show as it is happening and share again on social media platforms such as Twitter, Instagram, Facebook and Pinterest. The main focus for the app will be to promote the ‘ideal Temperley woman’s lifestyle’ and brand interaction with the customer, in doing this the app will be successful in grabbing the attention of the customer and maintaining their interest with the daily updates and news feed. The layout for the app will be sophisticated and reflect the Temperley brand well, making sure that the it promotes the lifestyle with the British history twist. Seasonally the colours and themes for the app will change and will reflect the up and coming collections, this will keep the customer coming back as they are provided with a ‘sneak preview’ of what to expect. This theme will take effect on the social media, the website and in all flagship stores and stockists, this means that the customer recognizes the Temperley brand and associates them with these reoccurring themes.

The concept is in-keeping with the changes in themes and colours for social media, websites and the new app that will be available for Temperley customers. It is important that the same message is being relayed and carried throughout the campaign which will be recognizable by the customer. Similar to the digital marketing with the themes and colours changing seasonally, the visual merchandising will change in store. Although POS such as the bags, coat hangers, and general shop layout will remain the same, the windows which are the main visual focus before a customer enters the store will be changing to tie in with the theme and creating more of a lifestyle brand. Linking to the advertising campaign the windows will link to tell a story and keep the customers interested. The way in which the store is merchandised inside will also change, to be successful in creating a lifestyle brand the clothes will be displayed to create complete outfit ideas including accessories. They will be divided into sections based on trends and styles and will have an initial ‘story’ to each area such as ‘luxury lace’ or ‘’sophisticated silks’, this helps the customer to engage with the brand as they will identify a section with the styling of their outfits. The change will begin in the London flagship stores as this will be the most effective, then stockists of the brand will receive the changes in their stores over the period of 2015. The re-launch will take place on the 05th of February and a ‘guest of honour’, Poppy Delevigne, a fan of Temperley London will help promote the brand and the event as PR professionals use the celebrity to gain coverage in the media for the launch as she will also be available for interview and photographs at the store.

Similarly to Temperley London’s previous collaborations it is always made apparent that they collaborate with British brands that reflect their own heritage and beliefs. In order to expand into being a lifestyle brand and strengthen the true British heritage of the brand there will be a collaboration between Temperley London and the ceramics designer Emma Bridgewater. Emma Bridgewater is recognized as a leading British competitor in ceramics with a £17 million annual turnover, reaching double-digit growth year on year. Their target customer are similar to that of Temperley London with them being quite broad in terms of age, however are still brand aware and appreciate good quality products. Emma Bridgewater’s recent media coverage using The Duchess of Cambridge’s visit at a charity event to inspire her 2014 range will link to Temperley London customers as The Duchess is often seen choosing Temperley London as her preferred choice of outfit brand. The concept for the campaign will be promoted by the digital campaign as the products created from the collaboration are an iPad and iPhone case as well as a 2015-2017 diary and organizer in Temperley inspired print. Changing the Temperley target audience to a younger sophisticated one means they will be technology aware and will enjoy the affordability (from £35) of buying into a luxury brand at a cheaper price point. In making the products available in only flagship stores and online this makes the collaboration exclusive and creates desire for the customer, by going online to view the collaboration the customer will be prompted to download the app; this is where the two strategies combine together.

The advertising section of the campaign will be released to the public on the 15th February 2015, and will only be available on the website, app and in print magazines such as ELLE, Grazia and Marie Claire as this will target the appropriate audience effectively. The advertisement will be shot by the photographer Venetia Scott who is well known for her unique style and creativeness, featured in the creative brief previous shoots have shown how she can project the confidence of women whilst still retaining the beautiful simplicity of the garments on the female form. As a highly respected photographer in the industry releasing a press release on the collaboration will generate awareness and loyalty for the brand. To push the campaign to its limits and ensuring its capabilities, it is important that the correct and appropriate model is chosen to represent the brand. Celebrity and actress Lily James who is primarily known for her role in Downton Abbey will feature in the campaign, an attractive and respected woman in the eyes of the media Lily James is a perfect candidate for the face of Temperley London. With her up coming unveiling of a movie in 2015, PR coverage will provide constant media coverage and will contribute to creating desire and eventually action amongst the consumers. In order for the campaign to engage with the customer the advertisement will feature a QR code in the bottom corner of the image where customers can hold up their smartphones to the image which will then link them to a short video of the â&#x20AC;&#x2DC;behind the scenesâ&#x20AC;&#x2122; during the shoot and a short interview with Alice Temperley herself. This allows the customer to connect with the brand on an emotional level and for those interested in fashion and a truly British brand will be interested in the preview. By only advertising through a print campaign and not expand into billboards, television etc. this makes the brand more exclusive and less commercialized. This also gives the brand the opportunity to see how successful the advertisement campaign will be, PR support in coverage for the chosen model/celebrity will also help to push the campaign.

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The success of the campaign will be measured in different ways, the main factor being the sales results; an increase in sales on all products as well as lifestyle (profits wonâ&#x20AC;&#x2122;t be as large due to the lifestyle products being placed at lower price points). The sales results will increase throughout 2015 and if successful, into AW 2015. The brand will be successful in moving forward into the digital and social media platforms and in doing this will reach out to a wider audience which will create more awareness for the brand. To measure its success, reports will be put together bi-monthly comparing website visitor statistics and social media statistics to measure its growth and level of interaction and attention the brand is receiving. During the process of the cosmetic changes and visual merchandising changes in store a third party company will be employed to carry out questionnaires to customers as they leave the store to provide feedback, this will not only help with statistics for the campaign but for future campaigns to see what works well and what we will be able to improve on next seasons campaign. The overall campaign has been created in a way in which it interacts with the customers on a personal and emotional level. As the brand adjusts its overall position as a lifestyle brand that is digitally aware it will still retain its luxury element and heritage. The campaign will reflect this in the way it has been proposed by using certain techniques that donâ&#x20AC;&#x2122;t overwhelm the brands customers, but is subtle in the way in which it grabs the customers attention and holds it for the duration of the campaign leading to a deep customer loyalty, awareness and desire for the brand.

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(2014) H.George. Press Officer at Temperley London, email interview and talk at University. My personal notes. (2014) Temperley background information. Retrieved from: http:// www.londonfashionweek.co.uk/uploads/documents/doc_4574.pdf (2014) C.Schlewitz. Front and Back Cover Image. Retrieved from: http:// craigschlewitz.com/fashion.html (2011) (UNKNOWN) Temperley background information. Retrieved from: http:// www.fashionreview.co.uk/alice-temperley-fashion/ (2014) G.Woods. Marketing and PR Tactics Image. Retrieved from: http:// www.pinterest.com/pin/330381322638654303/ (2014) (UNKNOWN) Temperley background information and Appendices {IMAGE}. Retrieved from: http://www.temperleylondon.com/content/ introducing-flashback-fridays (2012) E.Norval. Temperley background information. Retrieved from: http:// www.drapersonline.com/news/womenswear/news/john-lewis-temperley-rangeis-fastest-selling-brand-ever/5040427.article (2011) V.Scott. Creative brief {IMAGE| Retrieved from: http://www.clmuk.com/ photography/venetia-scott/portfolio/vogue-october-2013/dream-a-littledream-1/#7

--- FOR IMMEDIATE RELEASE --The SS15 digital experience – Temperley London Launch Press Day Temperley London invite members of the press and blogger community to attend the launch of its new digital campaign for SS15. on the 01st February 2015 at the Royal Institute of British Architects (W1B 1AD) at 11AM. Attendee's will be served prosecco and canapés upon arrival and will have the opportunity to be involved in an interactive experience, browsing the new app features and exploring the launch of the new website and other social media platforms. A short presentation shall follow with a behind the scenes preview into an upcoming collaboration set to be released later in the month. The event will be a wonderful opportunity to provide members of the press with exclusive information before the official brand campaigns unveiling.

--- ENDS --Temperley London is a luxury British brand that is renowned for its feminine style, exquisite cut and timeless designs drawing on all things British in lifestyle & personality. Founded by Alice Temperley in 2000 the brand has been recognized and awarded over the years & has seen celebrities including members of the Royal family choosing it as their favourite fashion brand. 2014 saw two fashion lines merge, creating ready-to-wear pieces for the stylish and sophisticated Temperley woman. Today Temperley London is stocked in over 37 stores worldwide & is available online at www.temperleylondon.com.

Press contact – hannahg@temperleylondon.com +44 (0)207 313 4756

Brilliantly British – The collaboration perfect for the Temperley woman Temperley London is pleased to announce its new collaboration with the distinguished British ceramics designer, Emma Bridgewater. The collaboration features a limited edition iPad and iPhone case as well as a 2015-2017 diary and organizer in a beautifully decorated Temperley London inspired print. Available only in flagship stores and online from February 10th and priced from £35, the collaboration is destined to be a sell out showcasing Emma Bridgewater's creative talents with a Temperley London luxury finish. Alice Temperley described the collaboration as “a wonderful opportunity for two British designers to come together and celebrate their heritage, creating something truly inspiring and unforgettable.”

Temperley London is a luxury British brand that is renowned for its feminine style, exquisite cut and timeless designs drawing on all things British in lifestyle & personality. Founded by Alice Temperley in 2000 the brand has been recognized and awarded over the years & has seen celebrities including members of the Royal family choosing it as their favourite fashion brand. 2014 saw two fashion lines merge, creating ready-to-wear pieces for the stylish and sophisticated Temperley woman. Today Temperley London is stocked in over 37 stores worldwide & is available online at www.temperleylondon.com.

Press contact – hannahg@temperleylondon.com +44 (0)207 313 4756

--- FOR IMMEDIATE RELEASE --Temperley London Mayfair Store Re-‐Opening – Poppy Delevigne to attend as honoree Temperley London’s Mayfair flagship store is set for a grand unveiling on the 05th February 2015, with Poppy Delevigne appearing as the guest of honour to say a few short words before opening the doors to the new SS15 layout. The first 300 customers through the door on the opening day will have the opportunity to be entered into a prize draw to win an exclusive Temperley garment via entering their emails on the new in store interactive digital screens. Poppy Delevigne will arrive at 11.00AM and will be available for photographs and interviews by the press until 1.00PM, where the store will then be opened to the public. She said in a recent interview, “I am so pleased to be considered as a brand ambassador for Temperley London and I am honoured to be part of the store’s re-opening event.”

Press contact – hannahg@temperleylondon.com +44 (0)207 313 4756

--- FOR IMMEDIATE RELEASE --Temperley London launches Eirst ever print campaign – Up and coming actress Lily James to be the face of SS15 Temperley London has the pleasure of announcing the new face of its first ever print advertising campaign will be the talented celebrity and actress Lily James. Acclaimed British actress Lily James who is best known for her role in Downton Abbey is a perfect candidate to represent the real ‘Temperley woman”. Independent, sophisticated and hard working Lily James projects a fresh young face for the campaign. The new and exciting campaign featuring a surprise QR code, which is set to be released in over half a dozen magazines on the 15th of February 2015 will showcase a dreamy summer storyline, advertising the brands new lifestyle products as well as presenting the stunning SS15 collection.

Press contact – hannahg@temperleylondon.com +44 (0)207 313 4756

Temperley London collaborate with iconic photographer – Venetia Scott takes hold of the SS15 advertising campaign Spring/Summer 2015 see’s the first ever advertising print campaign for Temperley London shot by the well known fashion photographer Venetia Scott. The new campaign will feature in only half a dozen print magazines on the 15th February 2015, it will also be unveiled on the brands website and new app which is set to be released earlier in the month. Scott is well known for her distinctive style and original casting choices having worked previously for Vogue, I-D, W and Another magazine, so will project her individuality into creating an original and effective storyline for the campaign. “I always want you to see the girl, and then have the clothes tell you something more about her” Venetia Scott. Temperley London is a luxury British brand that is renowned for its feminine style, exquisite cut and timeless designs drawing on all things British in lifestyle & personality. Founded by Alice Temperley in 2000 the brand has been recognized and awarded over the years & has seen celebrities including members of the Royal family choosing it as their favourite fashion brand. 2014 saw two fashion lines merge, creating ready-to-wear pieces for the stylish and sophisticated Temperley woman. Today Temperley London is stocked in over 37 stores worldwide & is available online at www.temperleylondon.com.

Press contact – hannahg@temperleylondon.com +44 (0)207 313 4756

Hannah George â&#x20AC;&#x201C; Temperley London Press Officer Visit to Huddersfield University; notes taken during talk. Corresponding emails into PR techniques.

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Social Media Research - Statistics

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“Summer Haze” Colour Palette for SS15

Colour Palette Research for SS15

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Chosen Photographer Venetia Scott Previous photo-shoots.

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Temperley London Inspiration..

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Temperley London – Inspiration and Research.

Temperley London â&#x20AC;&#x201C; Celebrity Endorsement Inspiration.

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