History Hyunjoo Chung Hein Juel Seoul Music composer Designer National University Central Saint Martins Mixing different fabrics, experimenting textures, and trying new combination of colours or prints. Camera della Moda Milano, Next Generation 2009 in Milan, and Project Runway Korea Season 2 in Seoul.
Collections and products HEIN JUEL is today designing RTW collections, and she is even having a shoe line.
La Luce S/S 2012
”You know when I´m There”
Current Business Analysis HEIN JUEL – is a new, young designer, her brand is not known very well, today she is selling her clothes only trought her website (online store).
Communication HEIN JUEL is using her website, facebook fan page and twitter as a social media, and that also helps her to promote her brand.
Few fashion magazines and bloggers wrote articles about her before.
Events
Objectives TODAY Local
Not very known by everyone.
IN THE FUTURE International
Wants to expand to other countries (Sweden, France, Japan, China etc.)
Goals • • • •
Increase the brand awareness Sell her collections in stores Become more known Get internationall
What should we do? And how? •
Our facebook fanpage – Update it!
We can update our facebook fanpage and post pictures of our new collection, project we are working on, articles in magazines, events etc.
•
Our twitter account – Update it aswell!
We can update our twitter fanpage and post pictures of our new collection, project we are working on, articles in magazines, events etc.
•
Our online shop
We have to work on our online shop, have sales. Our online shop has been ”closed” for almost 1 and a half months and this cant happend since this is our opportunity to sell our clothes.
What should we do? And how? •
Have a release party to get more attention!
•
Have advertisments – fashion magazines for example Elle,Vogue,Marie Claire, Harpers Bazar
How do we get there?!
Release party Who are we going to invite? Buyers, press, bloggers, fashion icons
Where?! Release party 1: Florence Release party 2: Stockholm
Release party 1: Florence Since our designer is based in italy (Milan) we are going to have our first release party in Florence because she have just done events in Milan. The location for our party is going to be UOLL and we are going to invite buyers, retailers, press,bloggers, italian fashion icons. We are going to have a fashion show, release party and even a showroom with gives our buyers opportunity to touch and see our collection. We are going to give away our lookbooks, visitcards, flyers etc.
Release party 2: Stockholm
Our second release party is going to take place in Sweden (Stockholm) at ”Berns salonger”. It´s a great location in the middle of the city. We are going to invite swedish buyers, retailers, press, bloggers, fashion icons. We are going to have a showroom, to give them opportunity to see and touch our collection. And we are even going to have a pop-up store to offer our bloggers opportunity to buy, and since the location is in the middle of the city people passing throught are going to pay attention to our pop-up store, and there can we give away flyers, visitcards, catalogues ect. During our release party we are also going to have a fashion show and showroom, and e are going to give away lookbooks, visitcards etc.
Result Evaluation For the plan to be considered successful: Reached out to more customers within their target group, we are going to have advertisements for our S/S and A/W collections. We are even going to have events (release partys) to reach the local and international market.
Release party Stockholm
Goals o Get in to the swedish market o Sales o Gain brand awareness
Collection - AW12
A/W 12
Venue
Invites o Send personal invites (4 weeks before the event) o Second sending (10 days ) o Reminder (2 days ) o Recall
Hein Juel Exclusive collection preview including fashionshow! When: Thuesday 28/09-2012 Time : 18-22 Berns Galleri 2.35:1 Berns Salonger Berzelii Park Stockholm
Promotion o Single spread adv. – ELLE sweden o Facebook Fanpage o MBFW website
Food & Drinks During our event we are going to serve champange to all the guests and waiters are going to go around with finger food.
Staff o people standing in the entance with the guest lists (afterwards – giving away goodie bags) o Waitresses o DJ o Someone in charge of the lights and our movie that we are showing on the screens ) o Models
Mood
Simple Minimalistic Mysterious Elegant With an edge
Release party Where: Stockholm (Sweden) When: 28th August (During the MBFW) Time : 18-22 p.m
Video While all the guests are entering the location and getting their drinks we are going to show this kind of a video all over the location. Presenting the collection before the fashio show starts.
Sitting The PR office is going to arrange the sitting for our event.
Collection preview When all the guest have found their places after 10 minutes our fashion show is going to start. Models are going to walk aroound the guests with the possibility to give then a close look of the collection. On the screeans we are going to show the details of the clothes.
Catwalk We are not going to have a usuall catwalk, we are going to use a white carpet. And our models are going to walk around our guests and showing our collection.
Models – hair & make-up Make-up : Black simple elegance and a little bit of Drama. Hair: Side bun hairstyle. We don´t wont people to pay more attention to our make-up than clothes.
Mingle
When the show is over we are going to give the opportunity for our guests to have more drinks, finger food and mingle while‌
Collection - close up + mingle Details, texture and materials are very important parts of all the Hein Juels collections we want to give the buyers, journalist and bloggers the opportunity to touch the clothes. And the guests will of course be able to migle even more, make conversations, take pictures etc.
Goodiebags Before leaving the release party every guest will get a goodiebag with: o Press release o Visitcard o Look Book (2 different kinds, 1 for buyers, 1 for journalists) o Discount (onlineshop)
Press release Hein Juel Ready-to-wear collection release party in Stockholm this summer. Hein Juel an Italian designer with Korean background is showing her Ready-to-wear collection in Stockholm – Sweden. 28th of August a release party is going to take place at Berns Salonger in Stockholm, the event will start at 6 o’clock in the afternoon and will go on until 10 o´clock in the evening. During the event a small fashion show will take place to show Hein Juel´s latest collection with focus on the details, materials and textures. After the collection preview a small exhibition will be held to show all the collection details for the guests and even let them touch the dresses and the outfits with the possibility to ask our designer questions about the collection: like for example the inspiration behind every single piece. Our event is going to reflect Hein Juel´s brand identity, and as soon as you enter Berns Salonger you will get the spirit of the brand. The company is growing and they are nowadays not only on the Italian market. She is expanding to Sweden with plans to expand to USA, Asia and Korea within a couple of years. She is most known for mixing different materials together and for the texture of her clothes. Hein Juel’s F/W collection is made to order since all of them have hand-made textures and fabrics, and she makes the piece according to the customer's size! She has an eye for details, and every single piece of her collection is made with passion for fashion, that´s what makes the clothes so special.
Today she is even collaborating with other Italian brands to design a shoe and accessories line. The accessories line will also be shown during the exhibition just to give our guests a little taste of what to expect on the market in the future. The shoes and accessories collections will be available in stores from the next season!
For any further information: Head of communication Anabelle Madrych A_madrych@hotmail.com +39 000 000 0001
Guests o Journalists o Buyers o Bloggers Total number of guests - 200
Journalists o o o o o o
ELLE Sweden Plaza Sofis mode Styleby Cosmopolitan Chic
Buyers Potential swedish buyers o Ă…hlĂŠns City o Maruschka de Margot o Nathalie Schuterman o Black Market o NK o JUS o Grandpa
Bloggers o o o o o o o o
Style by Kling Fashion Squad Lisa Olsson Kenzas Blonidinbella Englas showroom Hanna & John Swedish fashion blog
Follow up Send a thank you card with a personal message to each person invited! (1 week after the event)
Media Plan
Budget – Price chart Magazine
Single x
Dubble xx
Periodicity
Amica
7.000
13.000
Monthly
Elle
7.800
15.000
Monthly
Elle Sweden
7.800
15.000
Monthly
Period
Size
Position
Price
1 week
728 x 90
Fullbanner
6 x 1000
1 week
468 x 60
Skyscraper
3,53 x 1000
1 week
728 x 90
Leaderboard
5,17 x 1000
Budget : 150.000€
Magazines
Amica is a women´s magazine writing about fashion, life style, celebrietes and trends.
ELLE is a women's magazine offering exclusive access to celebrity photos, seasonal fashion must-haves and beauty product reviews.
ELLE is a women's magazine offering exclusive access to celebrity photos, seasonal fashion must-haves and beauty product reviews.
Adverisements campaigns Moodbord for S/S and A/W
Media Plan Brand: HEIN JUEL Period: 11 months
Format : x Single/ xx Dubble Media : Press Country : Italy & Sweden
Mag.
Publisher
Periodicity
Nr: Pages
Period
Jan
Amica
RCS
Monthly
4
3 months
x
ELLE
Hachette
Monthly
2
2 months
ELLE Sweden
Hachette
Monthly
Mag.
Publisher
Periodicity
Nr: Pages
Period
Amica
RCS
Monthly
2
2 months
ELLE
Hachette
Monthly
3
2 months
xx
ELLE Sweden
HAchette
Monthly
Mag.
Publisher
Periodicity
Nr: Pages
Period
Sept
Amica
RCS
Monthly
2
2 months
x
ELLE
Hachette
Monthly
3
2 months
xx
ELLE Sweden
Hachette
Monthly
3
2 months
x
Feb
March
April
xx
x
x
May
June
x
July
x
Aug x
x
Oct
Nov
x x xx
Dec
Websites
Websites – Sweden
Website advertising Period
Size
Position
Country
Jan
Feb
1 week
728 x 90
Fullbaner
Italy
1
Period
Size
Position
Country
May
1 week
468 x 60
Skyscrape r
Italy
1
Period
Size
Position
Country
Sep
1 week
728 x 90
Leaderbo ard
Italy
1
1
1 week
728 x 90
Leaderbo rd
Sweden
1
1
June
March
Apr
1
1
July
August
1
Oct
Nov
Dec
Budget Magazines Amica: 6 single + 1 dubble = 55,000€ ELLE: 4 single + 2 dubble = 61,200€ ELLE Sweden: 1 single + 1 dubble = 22,800€
139,000€ Websites Full banner: 600 imp. = 3,600€ Skyscraper:600 imp. = 2,118€ Leaderboard: 900 imp.= 4,653€
10,371€ 139,000€ + 10,371€
= 149 371€
Date
Action
Descript.
Responsib.
Objectiv.
Target
January
Internal Meeting Update facebook fan page and twitter Online-store (Jan-Dec)
Overview + meeting To get more known we have to be visible Our only possibility to sell our clothes
All internal dep.
Internal
Sales dept
Discuss and create budget Get more visibility Sell our coll
Februari
Photoshoot Facebook & twitter
Photoshoot-lookbook
Creative dep.
Lookbook for buyer.
Italian market
March
Launch S/S coll Facebook & twitter
Launch-new coll.
Designer
New coll. online
Buyers/customers. Customers
April
Press Release.
For the upcoming event. Print and send .
PR dep.
Generate interest for the event. Invite our guests
Customers, bloggers Retailers
Release party S/S collection
Event org.
Release party to get buyers etc.
Buyers
Invitations
Event & PR
Customers customers
Facebook & Twitter
May
Event Facebook & Twitter
June
A/W collection Internal meeting Facebook & twitter
A/W collection Planing
Designer All internal dep.
Design A/W coll. Discuss the collection + marketing tools (Advertising campaigns)
Internal
July
Sales
Sales – our S/S coll
Sales dep.
Sell out our S/S coll
Customers
Facebook & Twitter
Date
Action
Descrip.
Responsib.
Objectives
Target
August
Adv. Campaign
Adv. Campaign – A/W collection
PR
Advertising campaign for our A/W collec. (Product adv)
Customers
Photoshoot
Photoshoot for our lookbook
Creative dep.
Lookbook for buyers etc.
Italian/ Swedish market
Invitations & Posters
Print & send
Events & PR
Invite our guests
Buyers
A/W in stores
Collection avaliabe in stores + online store Release party
Sales dep.
September
Release party in stockholm
Events + PR
Customers
Get internationall
October
S/S Collection
Fashion show for our buyers
Event. + PR
November
Photoshoot
Photoshoot for our S/S collection
PR
Our S/S campaign (Product advertising)
December
Sales
Sales – our A/W Collection
Sales dep.
Sell out our A/W Collection
Buyers + customers
Buyers
Customers
HEIN JUEL