A business suggestion by Amanda Jarnesjo

SCANDI CLOSET

EXECUTIVE SUMMARY

This PR report will describe a detailed 12-month plan for launching the e-commerce multi brand Scandi Closet in the UK. Going into the internal information such as everything about the brand, history, personality, brand consumer and describing each brand represented on the site. Internal information also includes the way the brand communicates, through what channels and some examples of how it will be executed. The external information was conducted with the aim of understanding the Scandinavian trend in the UK, most relevant trend analysis, competitor case study and retail sector analysis. Interviewing industry experts and Scandinavian fashion consumers to get an idea of what is mostly important to communicate, in what way, to reach the target audience. Following an analysis of the issues and opportunities, realizing them lead to the aims and objective to launch Scandi Closet. Showing what the strategy is and how it is connected to the different tactics, description of each tactic with justification and budgets. Validated in research folder of what press will be targeted, what influencers will be approached and what some of the coverage will look like. The report finishes with an overall time plan and editorial calendar, what to pitch to what magazine and consideration of key dates in the industry. The time plan will lead back to each tactic and the different stages of executing the strategy. We received an investmentof 100 000 pounds from a private source, to help us start our brand. Which we have accepted and try to get as many partnerships and sponsors to minimize the cost of the PR execution.

CONTENT

An Executive Summary p.3 Contents Page p.5 INTERNAL Scandi Closet p.6-21 Communication Audit p.22-35 Consumer profile p.36-39 EXTERNAL Trend analysis p.40-47 Sector analysis (retail) p.48-49 Competitor analysis p. 50-51 SWOT p.52-53 Issues and Opportunities p.54-55 Aims and Objectives p.58 Overall Strategy p.60 Tactics and Justifications p.61-77 Media List Press p. 78-83 Media List Influencers p. 86-111 Time plan p.112-117 Budget p.118 Measure p.119 Appendices

INTRODUCTION

The interest in Scandinavian trends in the British media and interior design is palpable, however Scandinavian fashion is an area that could be greatly developed within the UK market. In the UK the brands Acne, Cos, H&M and Other Stories are well known, yet all these are Swedish and the British consumers forget about Norway and Denmark. Wearing a lot of Scandinavian brands, Amanda Jarnesjo and Diana Maslova are often asked where their clothes are from and where they can be bought. From this it is clear that there is great potential to grow Scandinavian brands in the UK especially those capitalizing on sustainability, innovation and minimalism. They believe that there is not enough Scandinavian representation with just H&M and Acne and therefore they founded Scandi Closet for the UK market.

INTERNAL ENVIROMENT

B R AN D H I S T O R Y The idea of selling Scandinavian brands in the UK started in September 2014, when the

two founders Amanda Jarnesjo and Diana Maslova shared a house together in London. Both quickly understood their common interest in Scandinavian fashion. They also recognized the lack of Scandinavian premium brands in the UK. Only Acne and By Marlene Birger have independent stores in London. Maslova wanted to be a fashion buyer and Jarnesjo work with public relations and communications. Maslova has worked in retail and has buying experience, while Jarnesjo interned at a London based agency, Varg Ltd., the majority of whose clients are Scandinavian premium brands, in which there was great interest from the UK press. On her first day at Varg Ltd., Swedish brand Dagmar had an important meeting with Net-a-Porter; a few months later Dagmar was sold on the Net-a-Porter site. After this, Maslova and Jarnesjo decided that a physical clothing store would not be the best alternative. They both knew from retail experience that having staff and paying rent is very expensive. Also the technology today is so developed that they decided to create an e-commerce platform selling Scandinavian premium brands. A year after that, Jarnesjo spent a summer in Scandinaviaâ&#x20AC;&#x2122;s biggest fashion PR company, Patriksson Communications, and with Maslova, attended Stockholmâ&#x20AC;&#x2122;s Fashion Week. There, they visited showrooms and fashion presentations, had a look at the retail prices and whole sale prices and they also interviewed the PR Senior at Patriksson Communications about Scandinavian Brands in London.

SCA NDI CLO SET 11

BRAND VALUES The core straight is minimalistic, clean, ever-lasting and innovative pieces featured together with editorials of a Scandinavian lifestyle is the goal core for Scandi Closet. Scandi Closet values new Scandinavian design, quality, function and sustainability.

BRAND IDENTITY

The brand name Scandi Closet is connected to our brand’s key message ‘’To complete the perfect Scandinavian closet wherever you are’’. We have developed our logo in collaboration with an illustrator, keeping to the Scandinavian theme of innovative minimalism. The packaging will be aesthetically appealing made of recycled cardboard in black, marble printed tissue paper, so attractive that costumers will be photograph their packages from us. Public Perception Since Scandi Closet is a start up, trademarked in November 2016, there is no current perception of the brand, but the perception of Scandinavian Fashion is deeply established within the UK market. ‘’Scandinavian fashion has edited, highly discerning aesthetic. While sometimes it can feel a little repetitive and conformist, I love the fact that it prizes investment over fast fashion and the strong connection to craftsmanship and respect for makers. – Katherine Ormerod, Fashion Editor at Lyst.com.

BRAND MISSION The main mission and key message of the brand is to: deliver the Scandinavian closet wherever you are. The brand wants to offer it as an experience of Scandinavian lifestyle, choosing the best of the Scandinavian premium brands. Asking women in the UK between 18 and 55, what they liked about Scandinavian fashion, they said: Simple Minimal Classic Chic Effortless Different to other countries Modern Easy Elegant Timeless pieces Attention to detail Good for any occasion Acne Studios is the godmother of Scandinavian fashion, they began in Stockholm and are now showing in the fashion capital Paris. The brand has grown quickly and is known worldwide and has evolved from slick, traditional basics to something â&#x20AC;&#x153;more designer-mindedâ&#x20AC;?, in a bid to capitalize on its global success. Today the brand has moved into more expensive high fashion creations, and is best known for, no longer to that basic statement that Scandi fashion they started with. Our e-commerce site is special because Scandi Closet would choose the best pieces that represent Scandi fashion, not high fashion runway pieces. According to staff at Acne Studios, the basic products which they started with sell better than the runway pieces.

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Currently there is no website that brings together and sell the best selection of Scandinavian premium brands and associated lifestyle. The majority of press coverage regarding Scandinavian fashion brands do not refer to any physical stores or concessions, only to the brands website. Therefor we have create a ag gregated platform for online Scandinavian shopping.

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Technologically developed for consumers to create personalized accounts with their unique measurements.

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Choosing and sharing your favourite pieces in your basket through social media or email. Statistics show how costumers interact with social media and purchasing, 42% of costumers seek advice on a purchase over £60, and 25% of shoppers in the UK turn to social media to decide whether to make a purchase (Mintel, 2016). Which is why we have created the sharable basket. Which is not possible a other fashion brands websites, where you can only make a screen grab.

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Live chat with stylists from Scandinavia, close up video of clothing and how you match the pieces.

BRAND STRUCTURE

Diana Maslova is head of buying of products and Amanda Jarnesjo head of communications. After considering many different models of retailing, we have decided on a classic Wholesales model. When being a new brand, it is highly important to deliver on time and the right stock. Therefore, for us to buy in our stock and have total control of the products gives us the ability to always deliver on time will give us a good starting reputation and gives us a bigger chance to keep new costumers after getting them.

COMMUNICATION AUDIT

UK Press Since Scandi Closet do not have one single specific brand to place in magazines or sending samples, we are focusing on the brand identity. The founding characters and pushing on the company as a whole. Targeting press for interviews regarding the founders and brand idea, experience within the Scandinavian fashion and lifestyle, print media varying from Stella, Stylist, ES Magazine, The FT, Harperâ&#x20AC;&#x2122;s Bazaar, Grazia, Elle and Vogue. Also targeting online fashion press like vogue. co.uk, harpersbazaar.co.uk, Business of Fashion, WWD.com, Drapersonline.com and Elle.co.uk. Some of the brands that we stock do have PR representation in the UK, although we represent our brand Scandi Closet so that will be separate and we will manage our own samples and showroom for lending to press, celebrities and influencers. Following pages shows mock-ups of coverage in UK press. Social Media Scandi Closet also need to emphasize social media, since it is a start up there is no budget for advertising in publications in early stages. Scandi Closet will be using Facebook, Instagram, Snapchat and Pinterest, and having editorial magazine-look alike on the website with newsletters. Scandi Closet is focusing on our brand identity, our logo and characteristics of the founders. Overall, Scandi Closet will have a coherent aesthetics that reflect the brand identity and values. Always good quality and constant updating with a personal but still professional feeling. This is what the brand wants to communicate through all social media channels Following pages contains mock-up of the social media channels and analysis of why and how it is published and created. Swedish Press Since both founders are originally from Sweden and a lot of the brands we stock are very popular in Sweden we also want to focus on a Swedish press, the two biggest fashion publications in Sweden are Elle SE and Styleby. Which we want to have a feature or interview in. * All statistics is taken from each publications most recent presspack. 22

INSTAGRAM

Scandi Closet will establish a minimalistic aesthetics to all social media, but will still have the premium feel. All photos will be high quality and using only our three top Hashtags, #Scandicloset, #Thebrand and #ScandinavianFashion since using too many do not reflect minimalism and a clean professional aesthetic. Our images will be brand aligned, we want to build up our feed so that people could recognize it without seeing our name (like Mansur Gavriel), therefore planning and preparation is key. We will post two images daily, one at 11 am and one at 5 pm since those two times are the highest traffic on social media. The accounts we will follow will be the brands we stock, publications, journalists and influencers. If influencers are wearing anything from Scandicloset we want the to use our hashtag or tag us in their photo. If their for example wear something from Ganni they purchased from us it will only get us more traffic if they tag the main brand as well. First post is an example of an influencer post, Katherine Ormerod wearing our Ganni Knit, tagging both Ganni and Scandi Closet. We would later organize a styling session/interview with her, repost this image and redirect followers to read the story on our Scanditorial. The second post is an image from Scandinavian Airlines (SAS), we would like to do a competition with SAS to influence people to travel to Scandinavia, we will encourage consumers to post their most Scandinavian outfit and use the hashtag #SASxScandiCloset for a certain period of time and the winner gets to go to Stockholm for midsummer weekend. Dedicated to this Scandi Closet will be featuring an editorial guide to Stockholm and our midsummer traditions.

Do you want to celebrate Swedish Midsummer? Now you have the chance to pick your seven lucky flowers on Midsummer eve. Scandi Closet has collaborated with @SAS for you to Travel wth a friend to Stockholm. All you need to do is follow SAS and Us, post your perfect Midsummer outfit and use #ScandiClosetxSAS. Happy styling!

SNAPCHAT We are using Snapchat as a direct tool to communicate with our consumers. When Scandi Closet is travelling to the Scandinavian countries for showroom appointments to pick new pieces for the website, going to fashion weeks or going to Scandinavian restaurant/events in London.

FACEBOOK We are using Facebook to spread brand awareness, we will use it to promote our site and encourage consumer to take action and go on it. Informing about new products or collaborations, new editorial posts on our sites or asking for feedback.

PINTEREST Since posting our own content on all other channels we want to use Pinterest as a source of inspiration for consumers, where we can link the similar clothing to the website that sells the product and show them what is inspiring Scandi Closet, from On our minds, Muses, Favorite Editorials, Fashion Weeks, In the office Buzz, Interior Inspiration, Brilliant Ideas and Beauty.

EXAMPLE OF SCANDITORIAL CONTENT

CUSTOMER SERVICES Being personal with our customers, having their name in the newsletters and when they order, making the costumer feel secure we are having a person of our customer cafĂŠ sign off emails after order, when updating on dispatch and arrival. Also being visual in our communications and in the website, according to the research Visual online shopping and security are the two most important factors and therefore something that we will prioritize in our communications.

NEWSLETTERS Our newsletters will be a mix of new items in the shop and Scanditorials. Showing a new trend and our associated products provided with a link to read more. Showing a image and a short text about the latest Scanditorials, letting the customer click and get redirected to the editorial. Also use the newsletter if we have certain sales, free delivery or costumer events. This will be sent out once a day.

CONSUMER

The Scandi Closet woman looks for minimalistic, classic, good quality but still fashionable pieces. It is more likely that the consumer has a general interest in Scandinavian lifestyle or fashion, but also for someone that searches for good quality pieces that are staple in their closet. The brand has two main consumers, one older with a more disposable income and then the younger one who invests in statement pieces infrequently. Finding the two target consumers through researching Scandinavian Brands through social media, Ume the younger consumer I found through Acne Studios in Dover Street. Ume shops a lot of Acne and usually post images outside and inside store. Going through Umeâ&#x20AC;&#x2122;s profile it shows she buys into more Scandinavian brands, such as COS, ATP, Byredo and H&M. Also Ume loves to travel to Copenhagen, her home is in the clean aesthetics as a Scandinavian apartment. Going through Ganni, a Danish fashion brandâ&#x20AC;&#x2122;s Instagram I saw them post a nice photos of a woman in London wearing full on Ganni outfits, Katherine. She buys into brands from Scandinavia such as Ganni, Acne, Dagmar and Fillipa K. Katherine loves home dĂŠcor and has posted many pictures of her flawless living room with marble table and clean aesthetics. Katherine also buys into Danish furniture and decoration. To expand the primary research two more interviews were conducted, one with Laura 24 and Maria 30. Both very similar to the previous older and younger consumer, both Laura and Ume lives outside London to be able to afford their own flats, since they love Scandi decoration it is very important for them. They both read the same magazines, love travelling to the Scandinavian countries and think it is worth to invest in Scandinavian fashion. Both of them also work and study fashion. Maria and Katherine both live with their boyfriends in London, both have a large interest in Scandinavian fashion and counts on the staple pieces with a long term value. Maria likes Scandinavian fashion but are not a frequent consumer as Katherine. We are focusing mainly at our slightly older consumer but still does not have responsibilities of having a child and have the ability to spend more money on fashion. Why we are including the younger consumer is because it is a future consumer, the younger consumer might wish for a timeless sued Anine Bing jacket for Christmas or save up to buy a new-years dress from Dagmar, only investing in a few pieces but still want to be a part of the brand. In the future we hope that the trust has grown and when the younger consumer has a more disposable income they will buy even more and often from Scandi Closet. The Scandi Closet woman lives in Maida Vale, London with her boyfriend. She is between 28-35 years old and works in the creative industries; interior, fashion, art or design. Her boyfriend works in music as a producer. She travels a lot with her boyfriend, works out at Frame in Queens Part and goes to the market there afterwards. She also like meeting friends for cocktails and dinners in Soho or Notting Hill. She likes to shop effortless, minimal and quality pieces for different occasions, what she loves about Scandinavian fashion is that a lot of the products intertwine, something you wear for work you can also wear to a party. Since her work is stressful she rarely has time to do physical shopping, she likes sitting with a glass of red wine in front of her computer in her Scandi decorated flat and shop online for good pieces for work and leisure. On the weekends she reads Sunday Times and eats Scandinavian rye bread with eggs and has coffee with her boyfriend. They go out for couple dinners in Notting Hill or go to the Electric Cinema for a movie and some wine. On the mornings she takes the tube to work, reads Business of Fashion and looks at Instagram for inspiration on her way in to the office. The couple are members at Soho house and occasionally take trips to Soho Farmhouse. 37

EXTERNAL

FORECAST SS 18

Slow Features SS18: this trend focuses on basics with a mix of luxurious approach. The demand for long lasting pieces, fabric and material becomes important. Basic does no longer mean ordinary, quite the contrary; it is now wardrobe staples and becoming more lavish and desirable then ever before. Minimalism yet again is the key influence in the Slow Focus trend, but is now building more strong silhouettes, smart cuts and new textures. The volume dressing is more structures, moving away from fluid to more sharp look with historical references as cinched waists and outsized sleeves. The metallic steps away from the 1960â&#x20AC;&#x2122;s style and becomes more polished and dulled down. Architecture have a big impact on the structure of clothes, functional dressing when it mixes with minimalistic utility. The historical Chinese dress and historical costumes is also coming back but remade in a modern way. As basic is back so is comfort, layering and textured surfaces are key, rib knits become even more chunkier and making a subtler statement. Minimalism moves away a little from the extreme pure roots into more rustic finish, becomes Raw Minimalism. Incorporated from the raw-edge denim trend now applies to basic cottons. Looking at the controlled Sculpted Volume had a sense of fluidity in the past but now it becomes more structured and sharp. Taking historical elements and combining them with strong tailoring and cropped pin legged pants. The Safari look (as seen at Filippa K for many seasons) has now transformed to the Sci-Fi Safari. The style is less about lush rainforests and more about survival, with undertones of apocalyptic. Biker jackets with longer lines and sleeveless styling and the playsuits updates to long sleeves and short shorts. Another style is the Rules of Abstraction, the negative spaces are embrace in designs, exposing the modest parts of the skin. This style follows the success of off the shoulder blouses and evolves in the form of obscure backless details with zips, which works well for the knitwear and woven tops. The simple forms of the seasons become more circular, rounded for a softer take on the clinical volume for the minimalistic sharp style. Circular sleeves, wide-leg trousers sit higher on the waist to create a more fitted form (WGSN, 2016).

FORECAST AW 19 There are four key trends for womenswear this Autumn Winter. The tinker, Human Nature, Dark Wonder and Worldhood. The Thinker explores an era where education and ideas are the prized currency. The focus is simplicity, functional designs with a preppy look, at times awkward, a little rebellious intellectualism. The comfort is key, itâ&#x20AC;&#x2122;s the perfect balance between work and leisure. Tailoring, tweed and tradition checks are key elements for the trend, upgrading to double breasted fronts and slim ankle gracing trousers. A little Mod styling, still quirky and odd layering. Geek-chick is key, a nerdier style aids popularity featured with eyewear, high neck, knitted tops and tanks. The colours are modern but yet feels familiar. A warm core palette is created with Apple Blossom, Colligate Red and Rich Caramel. Itâ&#x20AC;&#x2122;s a palette with a sense of warmth and homely. The Home Comfort leads to winter months spent in your home. Tapping into a fluid home-office lifestyle, the wardrobe essentials becomes more refined. Slim knitted tops with long sleeves and high necks combined with wide legged trousers. The Model student is a part of The Thinker, slightly awkward and playing with proportions. Mid lengths skirts are pared with hoodies and big glasses. Classic nerdy look with a more graphic touch. The White Collar is being architecturally redesigned, mix of hard and soft lines. Some patterns, some draping and a clean hemline. Being more surreal and combining structure with experimental layering. The architecture also comes in to elegance, high waist trousers and skirts, silhouettes are kay. These combined with a tight roller neck sweater for a clean look. As the season is rapidly moving onto the cold winter, richer references creep through and more opulent fabrics. More lavish interior creates a backdrop for plush and velvet with graceful sheers. Laced textured and layers are introduced to a rich story. Another element to the Thinker trend is the Whiskey Lounge, inspired by a gentlemenâ&#x20AC;&#x2122;s lounge with plush velvets, sensual when paired with more lingerie like lace. Its destiny and delicacy in one (WGSN, 2017).

SCANDINAVIAN LIFESTYLE TREND

Analyzing Scandinavian lifestyle as a trend the research has shown a great point of not only Fashion being what fascinates the UK about Scandinavia. There is a wider perception that has been influences through, TV, Food, Ways of living and interior. All factors build the trend and leading to a trust for Scandinavian brands. The mind-map presents they way Scandinavian Fashion has been influenced by the other categories that forms a lifestyle. Starting with Ikea and H&M, leading onto being interested in the movies and crime series, the Nordic Noir, leading back to fashion and the demand for other brands like Acne and By Marlene Birger growth. There is more room for Scandinavian fashion appearing in UK media, since doing internships and conducting consumer interviews the understanding of non-glossy fashion press like Vogue are not essential when spreading brand awareness. The most press found about Scandinavian trends where in The Guardian, Stylist, The Times and more trend focused sites LSN or WGSN. Still the lack of attention to purely Scandinavian fashion has created a gap to be bridged by our brand.

RETAIL TRENDS FARFETCH FUTURE STORE Facts show that digital is influencing consumer behaviour and creates a desire; but online is growing much faster than offline; but still offline is and will be where the vast majority of transactions take place. The physical store is going to survive and is going to remain the centre stage of shopping, but there is not going to be a physical store like the ones today. Today we have disconnected stores, as opposed to the connected store. It is about making your inventory available 24/7 to a global audience (Kansara, 2017). WHOLESALE MODEL The traditional wholesale model is distributed by Net-a-Porter and Yoox, buying and pushing merchandise to customers which is a huge inventory risk. Other companies like Lyst has a new approach to to e-commerce, providing more of a technical platform to allow brands and customers to display items for others to consume, without buying or holding any inventory or stock. Lyst has developed a universal shopping cart that allows shoppers to pay for multiple products from different merchandisers all in one transaction. They are taking a ‘’low double-digit’’ commission on sales. Although Farfetch takes a huge commission of 25% from their boutique partners. The traditional wholesale model is today being fundamentally questioned, surely Net-aPorter is an amazing customer experience, but still haven’t turned a profit since they started 15 years ago. Although looking at the online retail giants Amazon and Ebay, Amazon buys merchandise while Ebay is purely a platform. Ebay’s success comes from putting together a huge wide assortment. Amazon on the other hand has full control of stock and the delivery process – they can guarantee a consistency in payment, packaging and deliver. That gets harder when you have a platform and don’t hold the stock yourself. Therefore, Omni-channels are become quite a popular choice for online retail brands. Looking at Neiman Marcus, which was an early to come e-commerce lunching in 1999 and has a network of 41 mainline department stores in the US. Karen Katz, president of Neiman Marcus said, our customers do not differentiate between different channels, and now neither will we. These changes allow us to operate as one single Neiman Marcus Brand. The company’s revenue rose 4.1 percent to $4.84 billion in the fiscal year 2014, with e-commerce accounting for over $1 billion in sales. To create an Omni-channel is the way to generate sales when the brand is financially strong enough to build physical stores. So between incumbents like Neiman Marcus, traditional e-tailers like Net-a-Porter and platform players like Farfetch, who is the best to capitalize on the growing market? Luca Solca, Art Director Vogue Italia, says that incumbents stand the best chance, since they combine physical and digital availabilities, after that comes the purely online retailers since they have better control of what they offer versus a marketing place like Farfetch. But there is still not a winning model (Kansara, 2015).

Scandi Closet has chosen the pure online retail platform, wholesales. Therefore, we can control our stock and delivery, since being a new player in the fashion industry we need to make sure that we have control on what we offer and be able to deliver in time. To create a returning costumer and respectable online brand.

FARFETCH X SCANDI

Since Farfetch stock many Scandinavian brands, an investigation of how much they incorporate Scandinavian lifestyle in their brand is fundamental. Analysing Farfetch savvy editorials regarding their brands combined with the current fashion trends, the brand had some editorials about Scandi Fashion.

The editorial team has written a long article regarding Scandinavian style, fashion got introduced by furniture in the 1960’s via Marimekko. The editorial highlights the Scandinavian minimalism, the effortless style but still functional and contributing to the Hygge lifestyle though clothes. They called it The Hygge Notion, taking the history of woven knitwear to keep the Scandinavians warm in the cold winter. Like mentioned in previous analysis of Scandinavian Fashion and how it reached the UK market, event here Farfetch mentions The Killing and The bridge, Abba, Alicia Wikander and Ikea. Which only confirms my personal analysis, build on research, but Farfetch team has come to the same conclusions. Finishing the article saying that Scandinavian style has punched above its weight in respective global terms, being aesthetically incorporated in people’s homes and now extending to fashion, the future looks bright for the striking but yet unassuming style philosophy (Farfetch.com, 2017). Farfetch published another editorial regarding ‘’The New Scandinavian Style’’, where minimalism steppes aside and we welcome a more complex look. Colours, clashing prints and jewellery is replacing the classic camel coat and navy polo neck (Griffiths,2017). Being Scandinavian and analysing different looks between Norway, Denmark and Sweden, the look described is a very Danish look. They tend to have a more relaxed approach to life, same with their clothing, they dare to mix and match more and dare to go out of minimalism. That’s something recognizable looking at different designers from different regions, for example the Danish brand Ganni uses a lot of print (popular leopard print, rose embellishments and strong bright colours) comparing them to the Swedish Totême that maximizes on the Scandinavian minimalism (Their palette do not reach beyond of Black, White, Beige and Navy blue) and keeps everything super simple and classic. The majority of pictures in this editorial is of Danish influencers; hence they have a more daring style. Farfetch has also published a Fashion Bloggers Content Pac available on Issuu.com, highlighting which fashion bloggers they have cooperated with, one of their profiles in Marie Hindkear Wolters (Blame It on Fashion), a full interview with her regarding her Danish/Parisian style. Although this can not be found anywhere on Farfetch site, wondering the purpose of this report. In this report there is also including a Blogger Calendar, they have approximately two event each month to engage and treat their bloggers. From men’s grooming event to creating Easter chocolate martinis. They have also included competitions winning vouchers of 2000 pounds at Farfetch, encoring bloggers to style the best SS16 looks. Also incorporating beauty, since they are launching ta beauty section to their site they asked beauty bloggers to share their ultimate skin care secrets, which is a cleaver way to engage influencers for launching a new concept (Farfetch, 2017).

STRENGTHS Ongoing strong Scandinavian trend in the UK market Not everybody in the UK has been presented to all brands in our site Some consumers will hopefully become carry-over from more established Scandinavian brands already in the UK There is a good value and price point, there is premium brands prices with good quality There is a very attainable price point for our consumer More niche product and brand concept

WEAKNESSES Brexit will affect import from Scandinavia Brexit, export will also be affected through tax Trading laws will be different if UK is no longer part of the EU Saturated market, there is already other brands like COS, Other Stories etc. consumers might go there and buy clothes instead of trying our site Strong key players within the e-commerce sector Not trusted within the e-commerce sector Start ups more prone to getting bad reputation

OPPORTUNITIES Tap into the younger refined customer, you working professional that will become our returning customer Start direct-shopping via Instagram Copenhagen becoming a stronger representative for Scandinavian fashion We are tapping into the high disposable income consumer, a little older at 30ies Loyalty program implemented in the business structure, monthly loyal costumer letter Starting stocking menswear collection Launch shoes, bags and accessories for women Stocking light interior and home wear, which taps into more a lifestyle than just fashion and that will separate the brand from other e-commerce sites like Net-a-Porter and MyTheresa

THREATS Omni-channel is considered the most successful way of having your e-commerce store. Since Farfetch is opening the store of the future, they become stronger The Scandinavian trend is becoming a fad in the UK Other fashion e-commerce brands start to stock more Scandi brands before we set the business up, or when we have started and keep hold on our potential consumers Consumers are sufficient already with Scandinavian fashion and lifestyle Scandinavian brands do not want to cooperate with us Brexit might have effect on import/export and tax fees 53

ISSUES & OPPORTUNITIES The main issues for the brand is as mentioned in the Weaknesses in the SWOT, regarding Brexit there is not internally something we can affect at the moment. When the time comes Scandi Closet need to make sure to have a bulletproof crisis management adapted for Brexit and agreements with our Scandinavian partners. The saturated market issue can be addressed by our communications, introducing new Brands and styles to the market, showing that Scandinavian Style is more than just the style of Cos and Acne. The opportunities are to later tap into home wear, since Scandinavian lifestyle is so connected to interior this is something we are planning to do in the future once becoming more established. Depending on how the womenswear line is working and demand from costumers there is a possibility to tap into menswear.

12-MONTH PR PLAN

AIMS & OBJECTIVES

Aim To establish Scandi Closet to the UK market/consumer as the go to site for Scandinavian Fashion.

Objectives: • • • • •

Create brand awareness and following via social media platforms Introduce Scandi Closet to the UK press and key influencers via launch event Develop media plan including key interview opportunities with key media Increase visibility by involving consumers Create communication platform answering “What’s your Scandina via?” including consumer engagement, awareness and following.

O V E R AL L S T R A T E G Y

1: Hold two launch events for Scandi Closet

2: Focus on all key publication for coverage

3: Increase following on Social media channels

4: Create our own hashtag for event and brand

#WhatsYourScadiCloset

5: Send out press pack and invite to key press for launch

6: Collaborate with Skadium to reach their targets consumers

TACTICS

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1a Press Breakfast to introduce the brand and us

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1b Skandium consumers event in the evening

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1c Discount code and goodie bag. Source sponsors to give

Sashujan Shampoo, Totême product and From Stockholm with

Love. •

2a Pitch long lead and short (calendar) lead in time with diffe

rent angles appropriate for each publication

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2b Press Day for SS18

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3a engage with Scandinavians living in London to create inte

resting content on social media and engage consumers

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3b Prepare/plan content for 12 months

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4a Create event to be photographable for people to use hash

tag and post on social media

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5a Create all writing Press release, Brand Biography, Brand

Look book

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5b Decide on delivery boxes and bags for both press pack and

future delivery packaging

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6a Create an agreement for Skandium x Scandi Closet for pro

motion both ways and to access costumer base

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6b Create in-store marketing for Scandi Closet, have Skandium

on invite and own link on the website

TACTIC ONE PRESS BREAKFAST Christmas-in-July is a common month for press days and launches. Even though it is far from snowing, press days for Autumn Winter are held in the summertime. We want the guests to walk in to a modern Scandinavian room, very white and minimalistic with stand-out premium interior design from Skandium. A relaxed Living room feel with a clean but luxurious feeling. This event will be held at The White Space, WHITE SPACE hold up to 100 people standing. A 1,400 sq ft blank canvas venue to hire. They have free Wi-Fi, a bar, kitchen for external caterers and security. The space is perfect due to the location and that it comes empty so we can fill it with Skandium interior. The space has held events for Givenchy, Pimms and Etsy.

Press will be able to stop by and see the collection, have a Scandi breakfast, mingle with us and fellow industry people. It is a key location close to all main offices and great timing to come by before work, leave with a good impression and get information about our brand. We want to introduce Scandi Closet properly without a too serious sit-down dinner, more of a mingle atmosphere. Justification: The overall aim is to establish Scandi Closet to the UK market/consumer as the go to site for Scandinavian Fashion. We want to make a personal impression and firstly create awareness in person with the UK press. By implementing this tactic we will increase consumer awareness and gain a lot of recognition in the UK press. The target press that we would invite are attached. Overall this strategy will be measured by attendance by the press, see how many used the code for purchasing, booked meetings with press and if there is any social media posts connected to this event. In terms of budget, consulted with industry expert Vicky Batista, inviting 100 people, usually 50 will show up and food usually goes to waste, ordering for 30 people when 50 will show is more than enough. We will also send invites to all press with a discount code of 30% that will be activated at the event. We will have Nordic breakfast as rye bread with different toppings, some lingon berry yogurt compotes and coffee/ tea everything to take away as well. At the event we will also have a Swedish foot masseur for press to enjoy at 15-minute Swedish massage. Leaving us they will get a goodie bag; The goodie bag is connected to summer, Swedish haircare for sun kissed hair, a Chris and Filippa candle (organic soy wax) that smells like Stockholm, a TotĂŞme beach towel and some essential documents (Skandium look book, press release for SC and our look book).. The invite for the 30 key press (all contacts marked with a *) will be a special delivery, a takeaway coffee and cinnamon bun from Nordic Bakery delivered with the invite with a personal greeting. This will be delivered for press like Sarah Harris or Lucy Williams. The aim here is for Skandium to connect with key press and for us to introduce ourselves and the brand.

Whitespace All day = 3000 Two big posters: 50 Nordic Bakery Catering 4 pounds per head = 120 Photographer = Free Sound system = Free Models x 4 x 70 pounds each = 280 Skandium furniture transportation = 80 Swedish Foot Massage = 250 Invite print = 25 Nordic Coffee = 15 Nordic Cinnamon bun = sponsored Designed holder = 56 Candle =Sponsored TotĂŞme Towel= 1800 (36 x 50) Sashajuan = Sponsored Look book = 79 Press Release = free from look book print Skandium Look Book = Sponsored Clothing expo equipment IKEA white rail = 6 x 6.96 = 41,76 IKEA white hangers= 50 hangers :10 x 3.50 = 35 ____________________________________________________________ Total: 5 841

TACTIC ONE CUSTOMER EVENT

Since there is a fee to rent the White Space for the entire day, we will utilize both the space and our partnership with Skandium. Inviting their private or regular clients for an evening of Scandinavian cocktails, fashion and furniture, between 10-100 people will be invited via e-mail. Consumers will also receive a coupon code with 15% off first purchase when they sign up for our newsletter. Justification: The aim with this is to reach to Skandiumâ&#x20AC;&#x2122;s consumers, usually a little bit older and not using Instagram that much. To get them in our client list. This also connects to the overall aim, as Skandium is the one stop for Scandinavian furniture, Scandi Closet will be the same, but for fashion. By partnering up with them we close the circle of Scandinavian lifestyle. We also reach out to those consumers that loves Scandinavian interior, but might not be so active on social media, maybe insecure on how to wear Scandinavian fashion. With this event we will both connect with the Scandi lifestyle consumers and introduce our brand and how we can help them.

Security = 40 (From venue) Swedish Vodka Bar = 0 Sponsored Nordic Bakery Snacks = 100 Design/print dicount cupons = 40 ____________________________________________________________ Total: ÂŁ180 ADDITION

TACTIC TWO SS19 PRESS DAY

Pitching accordingly to the attached Editorial Calendar, focusing on main events like Mother’s day, Valentines, Christmas, Scandinavian National days and International Women’s Day. Connecting to press in another way via a SS19 Press Day, renting the same White Space serving fresh berries, coffee, juices and nuts. Giving away our updated look book for SS19 and Swedish candy from Sugar Sin. Justification: this is to connect with the UK press, personally reconnect to the press after our launch event. Also reaching out regarding our new collections, lending of products or showing our suggestions for future features and editorials. Industry editors has also become a big influence on social media, lending clothes for them to try on and photograph is a major plus. The invitees for this event is the same as the launch, with minor editing.

Coofee/tea Fresh Berries Cocunut Water Swedish Fika Water Natural Nuts Milk & Sugar = 42 (Total) Fabric Bags = 173 (100 QTY) New Look Books = 140 Sugar Sin Candy = 50 Venue = 1500 (Half day) _________________________________________________ Total: £1,905 70

TACTIC THREE

Interviewing Scandinavians living in London for style tips, their go-toâ&#x20AC;&#x2122;s and favorite brands. This is a great way to engage with the Scandinavian consumers in London, also no brand has really done this yet. Below are some examples of shoots with Scandinavians living in London. Content wise we will prepare, post and measure, improving accordingly. Below are some examples of content like Mothers Day, Valentines Day, Midsummer and Christmas. Everything published will be according to the Scandi Closet guidelines, we want customers to be able to recognize our content without seeing our name. We want to be minimalistic, cool and have a great attention to detail. Justification: This is to communicate with our customers via social media channels, the fascination about Scandinavian people and lifestyle is unavoidable. Therefore, we want to interview Scandinavians living in London with great style, people that customers can relate to. Although we will also try to get interview with key Scandinavian industry people to draw attention, like Alicia Wikander or Katherine Ormerod. To create communication that represents our brand, are interesting to read and will help consumers empower their thirst for Scandinavian lifestyle. This will be measured through online hits, likes and comments, re-posts and sales numbers.

TACTIC 4 All posts will be connected to our own hashtags #ScandiCloset and #WhatIsYourScandiCloset, we will encourage press and costumers to use these. In our delivery we will have a note mentioning these hashtags and motivating people to photograph the clothes. Justification: Using our own brand hashtag gives us a database for visuals and gives us the opportunity to measure our social media engagement.

TACTIC 5 We want all our press materials to match our personality, minimalistic, cool and have a great attention to detail. Therefore, our invite, press release and look book will be very minimal made, with great quality. Also out delivery boxes will be in the same theme, like Net-a-Porter or Matches, you see directly that it is their boxes with their defined branding. We want our products to be delivered in a black box with our logo on, marble tissue paper and marble silk ribbon and most importantly, with a written message to each customer. For the press invite for the most influential press and influencers we wanted a special delivery, something that is both impressive and photographable. Therefore, we want to deliver the invite in the typical Scandinavian way, coffee and cinnamon bun. This will be a silent partnership, Nordic Bakery needs a redesigning of their cups and get more brand awareness for the Nordic Bakery. A cool cup holder with black coffee, a cinnamon bun and of course our invite to the event. This will be delivered to the names with a * behind in attached press list. Justification: Going through our competitors Instagram, we see many posting on their delivery, the boxes are nicely made and included in their images. Which creates awareness for the brand, this is also connected to making us the number one Scandinavian fashion site, from the press release, to the products and packaging, everything should be brand aligned. 74

WITH LOVE FROM SCANDINAVIA

Hej Sophia! This package has been wrapped by Diana with love to arrive as perfect as possible. We would llove to see you in this, use #ScandiCLoset or #WhatsYourScandiCloset to show your Scandi Style.

Silver text

Until next time, have a Hygge Day! Tusen Takk, SC

Matching marble tissue paper and silk marble ribbon.

TACTIC 6

On both Skandium’s and Scandi Closet’s website we will have a link saying ‘’Do you want to shop Scandinavian Fashion?’’ or ‘’Do you want to shop Scandinavian furniture?’’ linking to our sites. Also all our Scanditorials including interior will be referred to products by Skandium, also Skandium have a journal page where they will incorporate fashion and redirecting to us. Also on our social media channels we will make the announcement of a partnership, also when publishing Scanditorials/Journal tag each brand to link traffic. In Skandium stores we will place our business cards and a look book for curious customers. Justification: To reach a wide target group, research has shown that people interested in Scandinavian fashion are also interested in the whole lifestyle, a big part of the in Interior from Scandinavia. Therefore, we have dedicated this partnership to reach Skandium’ s target consumers, for them to reach ours more fashion orientated to create cross branding.

MEDIA LIST ONLINE & OFFLINE

Ella Alexander - Deputy Digital Editor Harpersbazaar.co.uk - UK Emma Hope Allwood - Fashion Features Editor Digital Dazed - UK Martina Almquist - Fashion Editor Online BON Magazine - SW Lisa Arnell - Digital & Commercial Editor ELLE - SE Lorelei Marfil - General Assignment Editor WWD.com * Robb Young - Global Markets Editor Business of Fashion - UK * Graeme Moran - Head of Content: Fashion and Features Drapers UK Emily Sutherland - Features Writer Drapers - UK Florence Arnold - Fashion Assistant Vogue - UK Josephine Aune - Fashion Editor ELLE - Sweden Agata Belcen - Contributing Fashion Editor Dazed - UK Jonna Bergh - Editor-in-Chief STYLEBY - SE Billie Bhatia - Fashion Assistant ELLE - UK Natasha Bird - Digital Content Editor ELLE - UK Carla Bradley - Acting Fashion Production Editor Telegraph Magazine - The Daily Tele-graph - UK Anna Brech - Digital Editor Stylist - UK Rosanna Bruce - Fashion Coordinator Wallpaper* - UK* Dominic Cadogan - Fashion Editorial Assistant dazeddigital.com - UK Ginnie Chadwyck-Healey - Executive Retail Editor Vogue - UK Sarah Clark - Fashion Editor-at-Large Stella (The Sunday Telegraph) - UK* Rebecca Cope - Deputy Digital Editor Grazia & GraziaDaily.co.uk - UK Lisa Corneliusson - Editor Rodeo - SE Emily Cronin - Fashion Features Editor Stella (The Sunday Telegraph) - UK Eniola Dare - Fashion Assistant ES Magazine - UK Charlotte M Davey - Senior Fashion Assistant Harper's Bazaar - UK Lena De Casparis - Culture Director ELLE - UK 80

Beatriz de Cossio - Fashion Assistant Vogue - UK Jason Dike - Editor HYPEBEAST - UK Michelle Duguid - Senior Fashion Editor ELLE - UK Kate Finnigan - Fashion Features Director Stella (The Sunday Telegraph) - UK Danielle Fowler - Junior Digital Writer GraziaDaily.co.uk - UK Elizabeth Fraser-Bell - Senior Fashion Editor Dazed - UK Jenny Fredriksson - Fashion Editor ELLE - SE Alexandra Fullerton - Fashion Director Stylist - UK * Alexander Fury Freelance Journalist - UK * Penny Goldstone - Digital Fashion Editor Marie Claire - UK Elina GrothÃ©n - Fashion Assistant STYLEBY - SE Harriet Hall - Features Editor (online) Stylist - UK Sarah Harris - Fashion Features Director Vogue -UK* Alex Harris - Fashion Columnist Highsnobiety - UK Maggie Hitchins - Online Editor Stylist.co.uk - UK Julia Hobbs - Fashion News Editor Vogue - UK Roberta Hollis - Fashion Assistant ELLE - UK Jason Hughes - Fashion Editor Wallpaper* - UK Kenya Hunt - Fashion Features Director ELLE - UK Jeff Ihatsu - Online Fashion Editor Rodeo - SE Katrina Israel - Fashion Features Director ES Magazine - UK Naomi Itkes - Fashion Editor BON - SE Alice-Azania Jarvis - Features Director ES Magazine - UK* Jamie Jouning Vogue Digital Director Vogue - UK Sarah Karmali - Digital EditorHarpersbazaar.co.uk - UK Felicity Kay - Senior Fashion Assistant ELLE - UK* Jonathan Kaye - Fashion Director The Gentlewoman - UK

Lucy Kebbell - Senior Fashion Assistant Harper's Bazaar - UK* Jenny Kennedy - Fashion Editor ES Magazine - UK Elin Kling - Creative Director STYLEBY - SE Polly Knight - Shopping Editor Grazia - UK Isabelle Kountoure - Fashion Director Wallpaper* - UK Caroline Leaper - Fashion News and Features Editor Online and Print Stella - The Daily Telegraph - UK*

Madelaine Levy - Editor-at-Large BON - SE Des Lewis - Senior Style Editor Marie Claire - UK Lisa Lindqwister - Associated Fashion Editor ELLE - SE Moya Lothian-McLean Editorial Assistant Stylist - UK Rebecca Lowthorpe - Fashion Director Grazia - UK* Hannah Lyons Powell - Digital Editor Marie Claire - UK Siska Lyssens - Acting Online Fashion Editor Wallpaper* - UK* Emily Maddick - Assistant Editor Grazia - UK Avril Mair - Fashion Director Harper's Bazaar - UK* Hayley Maitland - Features Assistant Vogue -UK Kitty McGee - Executive Fashion Director Stylist - UK Joe McKenna - Contributing Fashion EditorVogue - UK Charlie Miller - Executive Fashion & Beauty Director Grazia - UK Robert Nordberg - Fashion Director Plaza Magazine - SE Abisoye Odugbesan - Acting Junior Fashion Editor Marie Claire - UK Konrad Olsson - Editor-in-Chief and Publisher Plaza Magazine - SE Richard O'Mahony - Editorial Assistant The Gentlewoman - UK Caterina Ospina - Fashion Cupboard Manager ELLE - UK Charlie Parrish - Assistant Editor Stella (The Sunday Telegraph) - UK 82

Sophie Paxton - Merchandise Editor ES Magazine - UK

Natasha Pearlman - Editor Grazia - UK Ellie Pithers - Fashion Features Editor Vogue - UK * Sarah Pyper - Acting Features Director Stylist - UK Stefanie Ravelli - Online Editor BON - SE Clare Richardson - Contributing Fashion Editor Telegraph Magazine - The Daily Telegraph - UK Sam Rogers - Acting Online Editor Vogue.co.uk -UK Katie Rosseinsky - Digital Writer GraziaDaily.co.uk - UK Emily Sheffield - Associate Digital Director Vogue.co.uk -UK Georgia Simmonds - Christmas Gift Guide 2016 Marie Claire - UK Dominique Sisley - News Editor Dazeddigital.com - UK Naomi Smart - Shopping Editor Vogue - UK* Columbine Smille - Fashion Director STYLEBY - SE Grace Smitham - Senior Fashion Assistant Marie Claire - UK* Florrie Thomas - Junior Fashion Editor Harper's Bazaar - UK Amelia Trevette - Bookings Editor Stylist - UK* Anna Vitiello - Junior Fashion Editor Harper's Bazaar - UK* Atip Wananuruks - Fashion Director Highsnobiety - UK Sophie Warburton - Style Editor Stella (The Sunday Telegraph) - UK Sophie Warburton - Style Editor Telegraph Magazine - The Daily Telegraph - UK* Fenella Webb - Fashion Assistant Grazia - UK Natalie Westernoff - Fashion Assistant Marie Claire - UK Tilly Wheating - Fashion Assistant Harper's Bazaar - UK Elizabeth White - Editorial Coordinator Vogue -UK Jess Wood - Fashion Features Director Marie Claire - UK Kate Woosey - PR & Marketing Skandium - UK Emma Wyman - Senior Fashion Editor Dazed - UK Nicky Yates - Fashion Director ES Magazine - UK*

INFLUENCERS

LAURA WILLS instagram.com/thefashionbugblog 17,3k

EMMA ROSE THATCHER instagram.com/emmarosestyle/ 16,3k

LOUISE REDKNAPP instagram.com/louiseredknapp/ 387k

ALEX STEDMAN .instagram.com/thefrugality/ 114k *

ASHLEY WILSON .instagram.com/amothersedit/ 26K

CAMILLE CHARRIÃ&#x2C6;RE .instagram.com/camillecharriere/ 544K *

LUCY WILLIAMS .instagram.com/lucywilliams02/ 227k *

LAURA JACKSON instagram.com/iamlaurajackson/ 38,6k *

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FILIPPA HÃ&#x201E;GG .instagram.com/filippahagg/ 28k

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KATHERINE ORMEROD instagram.com/katherine_ormerod/ 29k *

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HEDVIG SAGFJORD www.instagram.com/hedvigso/ 95,5k *

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KATE HISCOX instagram.com/wearsmymoney/ 12,5k

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TIME PLAN

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Work on social media channels, launch them before Fashion Weeks Aw18 fashion week Stockholm and Copenhagen Build website and set up payment and deal with DHL Make a front page of ‘’Coming soon’’, while we decide on the buy-in Mothers Day Pitching

Organize meetings with press to introduce our up-coming idea Send out a press release Meeting with Skandium to discuss partnership Start collation materials for Scanditorials Valentines special on social media and editorial

Deadlines for buy-in Reach out to brands for material of their new collections Photograph model for website Mothers Day and International Womens Day – create social media posts

Start planning event, Pitch long lead magazines for launch Pitch Influencers Start reaching out to press and booking meetings Book meeting with Scandinavian Airlines and discuss partnership and competition

Norway National Day, create post Start competition with SAS and reach out on social media Skandium announces partnership on their site with Scandi Closet Send out e-invitation to Press and the exclusive Nordic Bakery Invite to key press* Send out invitation to Skandium customers via email

Pitch long lead for AW19 Last weekend in June for midsummer SAS competition National Day Sweden and Denmark 24th June Midsummer in Sweden celebrations sending winners to Stockholm Announce brand ambassadors via social media and Scanditorials Send a Save the Date to Press Check RSVP for all events

Launch event Press Breakfast Event Skandium costumers Fashion Week, pitching to press, “dress Scandinavian for fashion week” Prepare Christmas in July content for Press

Press loans & meetings, organize VIP loans for celebrities and influencers Fashion Week, pitching to press, “dress Scandinavian for fashion week” Pitch long lead for Christmas coverage

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9. 10. 11. 12. 114

Fashion Week, pitching to press, “dress Scandinavian for fashion week” Dressing Scandi bloggers coming to London or celebrities Fashion week in Copenhagen and Stockholm, create content and use Instagram Stories and Snapchat to include consumers Meet press for buy-in of next season

Measure and evaluate Holiday specials execution ‘’Have a Scandinavian Christmas’’ Boxing Day Sales Plan upcoming editorial calendar for 2019 Organize for upcoming Fashion Week in Scandinavia Organize meetings for new designers SS19 Pressday

Create Holiday content Plan next press day for February Pitch long lead for Valentines Special for Next Year

Press day SS19 Prepare drop feed for Holiday Season Pitch short lead for Christmas content

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MOCK UP COVERAGE

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VOGUE notices

The one-stop Scandinavian fashion website for the UK has finally arrived...

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Round-frame acetate and metal sunglasses £260, Prada

Soleil ToujoursSpf30 Mineral Based Sunscreen Mist £30, Net-a-Porter.com

Biarritz beach towel £105, Totême at scandicloset.com

Positano swimsuit £195, Totême at scandicloset.com

Linen and silk-blend twill shorts £620, Chloé

Haruki Murakami, Men without Women £12

Midollino large leather-trimmed canvas and wicker tote £1,100, Prada Sandals leather £665, Hermés

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A life in the day

Merino Wool Sweater, £249 Hunkydory and Trousers with belt £300 Rodebjer all Scandicloset.com, Leather loafers £250 at Sandro

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Perfect gift for her, personalize

your cashmire set with her initials SOFT GOAT ÂŁ 149 (scandicloset.com)

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Â PRESS RELEASE Finally, the UK has a one stop shop for Scandinavian Lifestyle and Fashion. Scandi Closet is exclusively providing the best Scandinavian designers. Diana Maslova and Amanda JarnesjĂś, both born and raised in Sweden, think the time has come to make the best of Scandinavian Fashion available in the UK. Scandi Closet will provide the famed quality, craftsmanship and timeless design of Scandinavian clothing in both an essential and high fashion range, Scandinavian Basic and Premium Range. For those temped by everything we also provide personal shopping to help you create the perfect Scandi combinations. Because you are busy, we hunt for the latest and most elegant in Scandi design, presenting our catch in inspiring editorials and pictorials. With our easy to navigate website, Scandi Closet brings you the very best pieces faster than anyone else, all wrapped up in beautiful Scandi packaging. Send items to friends as gifts or buy gift cards for them to choose their perfect Scandi style. Launch 18 July 2018 at the White Space, WC2 (Interior by Skandium, breakfast by Nordic Bakery). Website founders, Diana Maslova and Amanda Jarnesjo on hand to answer any questions.

Press contact: Amanda Jarnesjo, 07477472501, amandajarnesjo@hotmail.com

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TOTAL BUDGET

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MEASURE

There are different ways of measuring the campaign, both in PR purpose and financial purpose. Firstly, looking at the press coverage Scandi Closet received during the year, looking at DMR and calculating the PR value of each coverage. It could also be via media impressions, looking more at circulation rather than advertising and calculate how many impressions you have made as a brand. We also want to evaluate the content, analysing what the perception our brand has by writers and influencers. Is the company being portrayed in a positive light and how would we improve? Certainly we will look at web traffic and sales on the site. In this report there is a calculation of our earnings in three different scenarios. Lastly looking at Social Media Mentions, this is why we wanted to create our own hashtag, which will give us a database. We will measure how successful our event was, images posted, press loans for influencers and publications, getting to know our customers and how many people liked, commented and viewed our content.

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Range plan Scandi Closet

Sales Plan

Units

Cost of Goods

Total Sales

1 Scandi basic

£7,020

£16,342

2 Dresses

£6,090

£14,598

3 Tops and T-shirts

£4,640

£10,811

4 Shirts

£5,800

£13,514

5 Skirts

£4,640

£10,811

6 Troursers

£5,800

£13,514

7 Shorts

£2,320

£5,406

8 Denim

£4,640

£10,811

9 Knitwear

£6,528

£15,210

10 Outwear

£6,624

£15,144

376

£54,102

£126,161

Total

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Total styles

Note:

15 items per week needs to be sold to sell out the stock.

Note:

The marked cells are the units that was calculated within cost of goods.

Average price £336 and £295 with discount scenario two applied. Units per style: Scandi Basic, Dresses, and Outwear total units (136) divided with total of styles from the same categories (17 styles) equals 8 units per style which was multiplied with the other proud categories.

15 tops and 15 bottoms, excluding Scandi Basic, Dresses, and Outwear. The total styles was decided after analysis the brands assortment within the product categories.

Tops

Buttoms

Basic

Dresses

Cost of goods: The total amount from cost of goods was divided with the units from Scandi Basic, Dresses, and Outwear (£19,734/136= £145) which became £145 per item. Therefore, the other categories units was multiplied with £145 to get the total cost of goods.

Total sell price: The mark-up percentage for the other product categories was calculated from the cost of goods within Scandi Basic, Dresses, and Outwear by dividing the total sell with the total cost (£46,084/£19,73 4=2.33) and therefore got the mark-up of 2.41 which was added on the rest categories to finalise the total sales.

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REFRENCES

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