“Stepping back into the new”
Communication Strategy Project Andrea Urquijo Canal BA Fashion Marketing & Communication Level 6, 2018 6FAMK005C Communication Techniques & Strategy CWK1 Jaime Romeu, Mauricio O’Brien
INDEX 1. Introduction 2. Luxury Trends 3. Objectives 4. Communication Strategy 5. Media Plan 6. PR Plan 7. Events 8. Cross Experiential Marketing 9. Consumer Engagement 10. Sponsoring & Product Placement 11. The Team 12. Budget 13. The Chronogram 14. Annex: Initial Brief 15. Bibliography
1. INTRODUCTION
Alexander Mcqueen was founded in 1992
Specific activities and activations aiming
by Lee Alexander Mcqueen, who had
to launch and properly communicate a
the reputation of being controversial and
collection in order to increase the awareness,
shocking.
positioning and brand performance of the
The brand aspires to be known for its strong
brand in Europe and the US in a two years
personality and identity, always embracing
period of time (2020-2022) will be explained
creativity with a glamorous, sophisticated,
throughout the project.
contemporary and youthful approach. However, the brand is losing its innovative approach, as brands are becoming more technological, and up-to-date with the new emerging trends in the market. The following communication plan lays out a launching strategy for the new collection for “The Fashion Conscious” (established and professional, up-to-date with the fashion industry) and “The Young Fashionistas” (aspirational,
dreamers,
high
fashion
dependency), which are the primary and secondary target of Alexander McQueen.
2. LUXURY TRENDS
Knowing how luxury brands are performing in the market at the moment is essential for Alexander Mcqueen to be more competitive and differentiate from other brands. Objectives: - Understand and analyze the brand territory. - Recognize how other luxury brands are performing. - Find an opportunity for Alexander McQueen to differentiate. - Benefit in selling my communication plan.
GREEN IS THE NEW BLACK
FASHION IS ART, ART IS FASHION
Nowadays, consumers are more keen
Fashion and art are being linked. From
on paying more for ethical products and
fashion shows taking place in art galleries
brands.
to designers using famous paintings in their collections. In the fashion shows
Brands from the Kering group, such as
of Sping 2019, we have been able to see
Gucci and Yves Saint Laurent have
many designers such as; Dries Van Noten,
a program named “My Environmental
Moschino or Valentino showcasing outfits
Profit and Loss” which is a tool that
with painted prints.
measures your environmental impact and lets you know the environmental cost of
Louis Vuitton is now offering a new
your purchases.
service “Mon Monogram” to customize trunks. Owners are now able to have their designs or initials hand-painted onto their trunks by a master craftsman.
2. LUXURY TRENDS
POP-UP EVERYTHING
LUX TECH
Pop-up stores are bcoming more more
Nowadays, technology has become part
popular due to their limited time their
of the fashion world. Technology is
exclusivity. It is a creative way to portray
revolutionizing how brands operate and
new products, the brand story or
it has given brands the opportunity to
collaborations. They often offer limited
apply technologies such as virtual reality
edition products and a unique an engaging
or artificial intelligence, which can benefit
experience to the customer.
them by making the consumer more attracted.
Life of Pablo,
Kanye West’s brand,
established pop-up stores in 21 cities,
Benefit Cosmetics’ virtual brow try-
selling exclusive products for just a few
on experience: Benefit has launched
days. The brand claimed to have made 1
a new virtual reality experience which
million dollar profit in only two days.
allows customers to see how their brows will look like depending on the brow style they choose before having them done. Their brows will transform into 3D, being able to see them from all angles.
DEMOCRATIC LUXURY
ARTIFICIAL INTELLIGENCE MEANS PERSONALISATION
Before, exclusivity was the most valued
Artificial intelligence is a trend which is
attribute
luxury
becoming increasingly popular. It enables
purchasing. Nowadays, quality is what is
brands to identify emotional states by
defining luxury consumption.
the use of camera technology and to
“As luxury becomes more democratic,
gain insights from data to predict the
exclusivity becomes less important to
consumer’s needs and wants and make
consumers,” Calvar (2016).
them available in a short period of time.
when
it
came
to
Today, an increasing number of consumers do not want to show off their wealth.
Dior has created a tool named Dior Insider, which is aimed at brand lovers but
For example, brands in the luxury market
not necessarily customers. This tool is an
such as Moschino are collaborating with
interactive chatbot which interacts with
fast fashion brands such as H&M. This
customers through Facebook Messenger.
collaborations are also contributing to the
It is used to make a more personalized
democratization of luxury.
communication and create an experience which results in an emotional connection with the customer.
2. LUXURY TRENDS
OMNI-PERSONAL LUXURY
BLOCKCHAIN
Customers nowadays are looking for
In an era in which product life cycles
individualized brand relationships. They
are more important than products,
are demanding seamless and personal
cryptocurrencies and blockchain are
relationships
becoming more important.
which
add
value
and
engagement.
Blockchain will enable customers to know everything about the item they are
Salvatore Ferragamo has introduced
purchasing, such as
in-store tablets which have made-to-order
and ownership.
its creation story
programmes, which enable customers to personalize their shoes at that moment in
Hublot has launched a watch which can
the store.
only be bought with bitcoin.
3. OBJECTIVES
- Generate brand awareness. - Transmit the values of Alexander McQueen through all the communication activities. - Establish a wider audience in the key markets. - Strengthen the relationship with the current customers. - Generate traffic to Alexander McQueen’s store, website and social networks. - Provide customers with added value through the brand’s products. - Establish the brand. - Increase market share. - Activate Alexander McQueen in proper brand territory. - Achieve customer loyalty. - Increase the exposure of the brand through a media plan. - Open new POS in emergent markets. - Increase sales by 25%. - ROMI of 4.3.
4. COMMUNICATION STRATEGY
The following section clarifies the three stages in a communication plan; launching, positioning and consolidation. Objectives: - Understand the time frame of the three stages of the communication strategy. - Determine the key obejctives of the positioning phase. - Design a plan to achieve the desired outcome.
LAUNCHING
POSITIONING
CONSOLIDATION
4. COMMUNICATION STRATEGY
1. LAUNCHING 2. POSITIONING 2020-2022 Objectives: - Reach the secondary target. - Strengthen the relationship with the primary target. - Create an adavantage over the brand’s competitors. - Be able to connect emotionally through storytelling and innovation with both targets. - Begin a new era for Alexander McQueen.
3. CONSOLIDATION
5. MEDIA PLAN
The following section details the channels that will be used in order to promote Alexander McQueen trough publicity, main stories, special stories, advertisement and fashion editorials. Objectives: - Generate traffic on social media. - Reach our secondary target. - Introduce Alexander Mcqueen as a more modern brand.
5. MEDIA PLAN
GENERAL KEY MESSAGES - Alexander McQueen wants to reach a younger audience. - Engagement and emotional connection.
TARGET MEDIA - Media directed to fashion and to the fashion industry. - Mainstream magazines to reach the primary target and more alternative magazines to reach the secondary target.
MEDIA ACTIVITIES - Publicity (PU) - Main Stories (MS) - Special Stories (SS) - Advertising (AD) - Editorials (ED)
UNITED STATES & EUROPE W Magazine (PU) Press Release about new collection mentioning the brand. (MS) Mädchen Amick on the cover page + main story inside the magazine. (SS) Interview with Blake Lively talking about her love for interior design. (AD) New collection advertising campaign. (ED) Editorial at an arquitectonical place.
Vogue Italia (PU) Press Release about new collection mentioning the brand. (MS) Kaia Gerber on the cover page + main story inside the magazine. (SS) Interview with photographer Nico Kubisch. (AD) New collection advertising campaign. (ED) Editorial featuring a wide varierty of different models.
Vogue US (PU) Press Release about new collection mentioning the brand. (MS) Saoirse Ronan on the cover page + main story inside the magazine. (SS) Interview with Sarah Burton. (AD) New collection advertising campaign. (ED) More romantic editorial at a beach.
5. MEDIA PLAN
PRINT TARGET MEDIA V Magazine (PU) Press Release about the fabulous event. (MS) Elizabeth Gillies on the cover page + main story inside the magazine. (SS) Interview with plus-size model Betsy Teske. (AD) New collection advertising campaign. (ED) Editorial with unconventional models.
Paper Magazine (PU) Press Release about the fabulous event. (MS) Bella Thorne on the cover page + main story inside the magazine. (SS) Interview with Sushant Singh. (AD) New collection advertising campaign. (ED) Editorial at a hunted house.
Numéro Magazine (PU) Press Release about the fabulous event. (MS) Charlotte Lawrence on the cover page + main story inside the magazine. (SS) Article on music and young artists. (AD) New collection advertising campaign. (ED) Editorial with “music” theme.
UNITED STATES & EUROPE
Business Of Fashion (PU) Press Release about new collection mentioning the brand. (MS) Main story about Saoirse Ronan. (SS) Video interview with Sarah Burton. (AD) New collection advertising campaign.
Net-A-Porter (PU) Press Release about new collection mentioning the brand. (SS) Interview with Chiara Ferragni. (AD) Brand being part of the holiday Wish List.
i-D (PU) Press Release about new collection mentioning the brand. (SS) Interview with Charlotte Lawrence. (AD) Brand being part of the “Gift Guide for your partner� section.
5. MEDIA PLAN
ONLINE TARGET MEDIA
NĂşmero Magazine (PU) Press Release about the fabulous event. (SS) Article on young artists featuring Charlotte Lawrence. (AD) New collection advertising campaign.
V Magazine (PU)
Press Release about the opening
store. (SS) Video interview with Betsy Teske. (AD) New collection advertising campaign.
Vogue Italia (PU) Press Release about new collection mentioning the brand. (MS) Main Story of Kaia Gerber. (SS) Interview and pictures by Nico Kubisch. (AD) New collection advertising campaign. (ED) Editorial featuring a wide variety of different models.
@alexandermcqueen The online social media campaign will be focused on Instagram, Facebook and Twitter.
5. MEDIA PLAN
SOCIAL MEDIA
Instagram Daily pictures and Instagram Stories will be publlished. These images will not only showcase products or editorials of the collection, but also stories and insights of the brand. In addition, video-series will be published regularly featuring the testimonial and brand ambassadors. Events and news will be published in Instagram Stories.
Twitter The brand will tweet the news and will interact with individuals mentioning the brand in this social platform. In addition, there will be someone in charge of answering to all comments, both positive and negative.
5. MEDIA PLAN
Facebook Facebook will be directly oriented to sales. The brand will post links to articles featured in the “stories� section of the webpage, which will create traffic to the website and generate sales.
6. PR PLAN
The following section details the testimonial, brand ambassadors, opinion leaders and influencers that will be representing the brand in the new communication strategy. Some of the chosen individuals belong to the music industry yet they all have a deep interest in fashion in order to promote music as the brand territory of Alexander McQueen. Objectives: - Choose adequate individuals that will be able to transmit the right values and will influence consumers in a way which will lead to an increase of sales. - Create a strong bond between these individuals and the brand.
TESTIMONIAL
Madison Beer Madison Beer is a worldwide known American singer and actress. She is known for her friendship with Justin Bieber, which led her to her successful musical carreer. She has traveled on tour through the US and Europe. She is a great candidate for being the brand testimonial, as her looks are always copied and she belongs to the music industry, which is the main brand territory for Alexander Mcqueen.
Her style is
known to be always fashionable, and upto-date with trends. As she is currently 19 years old, she will be the perfect candidate for the representation of Alexander McQueen in order to reach the secondary target, but will also be adequate for reaching the primary target, as her music is also listened by the age group defined in the primary target.
6. PR PLAN: TESTIMONIAL
What we want - Assitance to Alexander McQueen events. - Performance in the fashion show. - Interviews in representation of the brand and speaking on its behalf. - Being dressed in Alexander McQueen for major award shows, galas, concerts and red carpets. - Instagram posts mentioning and tagging the brand. What we offer - Economical compensation. - Unlimited free purchasing of Alexander McQueen’s products worldwide. - Media exposure and promotion. - Money to donate to a charity of Madison Beer’s choice. - Paid hotels, transportations and trips to all the events.
6. PR PLAN: TESTIMONIAL
Madison Beer wearing an Alexander McQueen dress in the Grammy Awards.
6. PR PLAN: BRAND AMBASSADORS
BRAND AMBASSADORS Brand
Ambassadors
are
recognized
in their countries. People are keen on knowing details about their lives, and photographers and journalists normally follow them to obtain information. In this case, 6 Brand Ambassadors from both the US and Europe (key markets) have been chosen in order to represent the brand. The chosen Brand Ambassadors are; Claudia Sulewski (US), Chiara Biasi (Italy). Aitana OcaĂąa (Spain), Charlotte Lawrence (US), Negin Mirsalehi (Netherlands) and Zendaya Coleman (US). This is both an opportunity for the brand and the ambassadors to create a deep bond between them and the target audience.
Claudia Sulewski
1m followers - Entrepreneur and Youtuber. - Has her own stationary line. - Has a deep interest in luxury fashion, self-help, beauty and make-up.
6. PR PLAN: BRAND AMBASSADORS
Chiara Biasi
2.1m followers - Designer, Blogger and Youtuber. - She is friends with Chiara Ferragni. - Has a deep interest in women empowerment, luxury fashion, beauty and lifestyle.
Aitana OcaĂąa
1.5m followers - Singer. - Finalist of the Spanish talent show OperaciĂłn Triunfo. - Has a deep interest in music and fashion.
6. PR PLAN: BRAND AMBASSADORS
Charlotte Lawremce
524k followers - Singer, songwriter and model. - Friends with Kaia Gerber. - Has a deep interest in music and fashion.
Negin Mirsalehi
5.1m followers - Blogger and youtuber. - She has created her own hair-product brand: Gisou - She has a deep interest in business and fashion.
6. PR PLAN: BRAND AMBASSADORS
Zendaya Coleman
53.6m followers - Actress and singer. - She has won Teen Choice Awards several times. - She has a deep interest in music and fashion.
6. PR PLAN: OPINION LEADERS
OPINION LEADERS Opinion leaders are individuals who influence the market and belongs to a specific sector, in this case the fashion industry. Chiara Ferragni and Bella Thorne have been chosen to be one of the Opinion Leaders for Alexander McQueen.
Chiara Ferragni
6. PR PLAN: OPINION LEADERS
Chiara Ferragni has more than 15 million followers on Instagram and she is probably the most recognised fashion blogger in the world. Chiara was one of the first bloggers, with her blog The Blonde Salad. Since then, she has gained a huge recognition over the years and has created her own brand. She has been attending to events from luxury fashion brands since many years ago and has collaborated with many important designers. It is thought that Chiara would be the perfect candidate to promote Alexander McQueen, as she is a recognised individual in the fashion world, but most importantly, she is very recognised in luxury fashion. In addition, her husband is a famous singer, which could be uselful for the brand for the brand territory.
Bella Thorne
6. PR PLAN: OPINION LEADERS
Chiara Ferragni has more than 18 millions of followers on Instagram and she is very recognised for her acting. She is also a singer and her music is very popular. Since she appeared in Disney Channel when she was younger, she has changed enormously and has created her own personal image. She attends fashion shows from luxury brands and is dressed by very recognised designers for events. It is thought that Bella Thorne would be the perfect candidate to promote Alexander McQueen, as she is very recognized in the music and fashion world.
6. PR PLAN: INFLUENCERS
INFLUENCERS Influencers are individuals who have an influence on the market. Xenia Adonts, Romee Strijd, Kaia Geber, Marta Lozano, Teresa Andrés Gonzalvó, Kaia Gerber, Patricia Manfield, Lily-Rose Depp and Aimee Song have been chosen.
Xenia Adonts - 1.2m followers.
- Known for her fashion style and lifestyle. - Loves reading, astrology and wellness. - She has previously collaborated with brands such as; Dior, Furla, Nars and Stella McCartney.
Romee Strijd - 5m followers.
- Victoria’s Secret Angel. - She has won the Revolve Award Best Model Of The Year. - Youtuber. - She has previously collaborated with brand such as; Victoria’s Secret, Revolve and Forward.
6. PR PLAN: INFLUENCERS
Marta Lozano - 723k followers. - Influencer. - Known for her fashion style. - Loves luxury fashion. - She has previously collaborated with brands such as; Dior, Moschino, Estee Lauder and Bulgari.
Teresa AndrĂŠs Gonzalvo - 443k followers. - Influencer. - Known for her fashion style. - Loves luxury fashion. - She has previously collaborated with brands such as; Balenciaga, Dior, GHD and Vivienne Westwood.
Kaia Gerber - 4m followers.
- Worldwide-known model. - Daughter of Cindy Crawford. - She has previously collaborated with brands such as; Chanel, Karl Lagerfeld and Alexander Wang.
Lily-Rose Depp - 3.3m followers.
- Actress and model. - Daughter of Johnny Depp. - She has previously collaborated with brands such as; Chanel.
6. PR PLAN: INFLUENCERS
Patricia Manfield - 395k followers.
- Singer and influencer. - Known for her music and fashion style. - She has previously collaborated with brands such as; Dior, Calvin Klein and Patrizia Pepe.
Aimee Song - 5m followers.
- Writer and influencer. - Known for her fashion style and books. - She has previously collaborated with brands such as;
Chanel, Dior and
Reformation.
7. EVENTS
The following section details the events that will transcurs for the years 2020-2022 in order to promote the brand. Objectives: - Present the new communication for Alexander McQueen. - Generate conversation about the brand. - Create media recognition for the different events, maximizing exposure in their channels. - Increase WOM within the industry. - Brand awareness and recognition. - ROMI of 4.3.
7. EVENTS
GENERAL KEY MESSAGES - Alexander McQueen appeals to a younger audience. - Engagement and emotional connection. - Music (brand territory) as a way of bringing people together and paying tribute to Alexander McQueen.
PEOPLE INVOLVED - Buyers. - Testimonial, brand ambassors, opinion leaders and influencers. - Guests who belong to our primary and secondary target. - Celebrities.
EVENTS ORDER - Fashion Show - Fabulous Event - Charity Event - Store Opening
FASHION SHOW
FASHION SHOW WHEN - February 16th 2021 during London Fashion Week.
PLACE - The O2 London.
CREATIVE CONCEPT “Stepping back into the new”
INVITEES - Testimonial, brand ambassadors, opinion leaders, influencers, celebrities, buyers, magazine editors.
7. EVENTS: FASHION SHOW
The fashion show will be the first part of the new era of Alexander McQueen. This is due to the fact that it will be the first step for the change in the communication of the brand for the upcoming years. Creating an appealing fashion show is of great importance since buyers will be present and one of the main key objectives of the communication plan is to increase sales.
“Stepping back into the new”
7. EVENTS: FASHION SHOW
The fashion show will take place in the concert venue O2 in London. To make reference to music, our brand territory, the theme of the fashion show will be a concert/party. It is thought that this will be appealing to our younger target and will make tribute to Alexander McQueen’s love for music. Our testimonial, Madison Beer, will be performing. Artificial Intelligence will be used in form of instant messages to inform and assist the guests in a personalised way. Each guest will receive personalised messages according to their needs and wants.
SPONSORS - Institutional: London Town Hall - Main: Evening Standard - Commercial: Sony Music UK - Technical: Elite Models
7. EVENTS: FASHION SHOW
CHRONOGRAM - Morning: media activities to get increased press coverage. We will talk about the launching. The designer will talk to the journalists about why are we launching in London and why are we having a new communication approach. - Afternoon: restricted lunch. We will invite
MEDIA STRATEGY
opinion leaders, brand representatives,
- We will post Instagram stories
testimonial and VIP journalists. We will
interviewing our testimonial and brand
share more content than in the morning.
ambassadors.
We will give 1 to 1 interviews.
- We will do an Instagram live.
- Evening: fashion show. Journalists will
- We will comment the fashion show on
only be in the photocall.
Twitter. - We will post pictures on Instagram and
FOLLOW UP - We will write a press release about the event and we will give journalists videos and photos of our own photographers in order to maximize press coverage. We will send thank you cards to our invitees.
Facebook.
INVITATION The invitation will consist on two parts. The first part will be a radio cassette. This will be sent three weeks before the show, as a teaser. It will be inside a black box with only the logo of the brand. Two weeks before, the invitees will receive a cassette tape with the date and the location of the fashion show. The cassette will actually work and it will have Madison Beer’s song recorded. She will perform the song at the fashion show.
7. EVENTS: FASHION SHOW
FIRST PART
SECOND PART
February 16th, The O2 London
FABULOUS EVENT WHEN - April 25th 2021.
PLACE - Hakkasan Las Vegas.
CREATIVE CONCEPT “A dinner you will never forget”
INVITEES - Testimonial, brand ambassadors, opinion leaders, influencers, celebrities, buyers, magazine editors. - Journalists for the media events.
7. EVENTS: FABULOUS EVENT
The fabulous event will be designed by Alexander McQueen in order to promote the brand and to establish a deeper connection with the brand’s key clients in the US (key market for our brand). In this event, the collection will be presented. The event will take place in Hakkasan restaurant and club in Las Vegas, as it is a very fashionable place, in which you do not leave indifferent. We will have a show going on with live music, in which the waiters will dance and will be wearing the collection of Alexander McQueen. In addition, guests are going to have Virtual Reality glasses which will enable them to choose a garment they like and see it tried on in one of the models showcasing the collection at the event.
EVENT MOOD
“A dinner you will never forget”
7. EVENTS: FABULOUS EVENT
SPONSORS - Main: Hakkasan Las Vegas - Commercial: Lil Jon - Technical: AndrĂŠ Clouet
As the event will take place in Hakkasan, which is a restaurant and club that hosts music events and dj shows, we will make reference to our brand territory. It is thought that this venue will be very appealing to our target.
7. EVENTS: FABULOUS EVENT
CHRONOGRAM - Morning: media activities to get increased press coverage. We will talk about the collection. The designer will talk to the journalists. - Afternoon: restricted lunch. We will invite opinion leaders, brand representatives, testimonial and VIP journalists. We will
MEDIA STRATEGY
share more content than in the morning.
- We will post Instagram stories and posts
We will give 1 to 1 interviews.
with our brand ambassadors.
- Evening: fabulous event; dinner.
- We will interact with our customers on
Journalists will only be in the photocall at
Twitter.
the entrance but they will not be allowed
- We will post pictures and videos on
inside.
Facebook.
FOLLOW UP - We will write a press release about the event and we will give journalists videos and photos of our own photographers in order to maximize press coverage. We will send thank you cards to our invitees.
INVITATION The invitation will consist in a velvet envelope and a cart. Few details will be present in the card, in order to create more intrigue and suprise the invitees in the actual dinner.
7. EVENTS: FABULOUS EVENT
“A dinner you will never forget” Thursday 25 April 2020, 8pm
Hakkasan Las Vegas 3799 S Las Vegas Blvd, Las Vegas, NY 89109, EE. UU.
CHARITY EVENT WHEN - June 17th 2021.
PLACE - Mandarin Oriental London.
CREATIVE CONCEPT “Creative minds, creative opportunities ”
INVITEES - Testimonial, brand ambassadors, opinion leaders, influencers, celebrities, clients.
7. EVENTS: CHARITY EVENT
In order for brands to be part of the luxury industry, they need to do charity. Sarabade Foundation was created by Lee Alexander McQueen. He believed that creative minds should always be given opportunities, as he found he had been very lucky being able to afford studying in Central Saint Martins and launching his own brand. This foundation provides scolarships to students. “The space is a place where it’s safe to experiment, to succeed, to fail but always move forward. It is that openness and bravery that Sarabande seeks to inspire in future generations of creatives.” (McQueen, 2007) The event will be a concert designed to gather money to be donated to the organization to ensure the future of creative generations.
EVENT MOOD
“Creative minds, creative opportunities”
7. EVENTS: CHARITY EVENT
The event will consist on a concert in which;
SPONSORS
Charlotte Lawrence, Zendaya Coleman and
- Main: Spotify
Aitana OcaĂąa (brand ambassadors) will be
- Commercial: Human Re Sources
performing. There will be an auction of the
label
clothes (by Alexander McQueen) they will wear for the concert.
- Technical: Mandarin Oriental Catering
7. EVENTS: CHARITY EVENT
CHRONOGRAM - Morning: media activities to get increased press coverage. We will talk about the foundation and the brand. The designer will talk to the journalists. - Afternoon: restricted lunch. We will invite opinion leaders, brand representatives, testimonial and VIP journalists. We will
MEDIA STRATEGY
share more content than in the morning.
- We will post Instagram stories of the
We will give 1 to 1 interviews.
event.
- Evening: fabulous event; concert.
- We will do a Facebook live.
Journalists will only be in the photocall at
- We will post pictures and videos on
the entrance but they will not be allowed
Facebook and Instagram.
inside.
- We will do a Q&A via Instagram about the foundation.
FOLLOW UP - We will write a press release about the charity event and we will give journalists videos and photos of our own photographers in order to maximize press coverage. We will send thank you cards to our invitees.
INVITATION The invitation will consist in a silver envelope and a card.
7. EVENTS: CHARITY EVENT
& “Creative minds, creative opportunities” Tuesday 17 June 2020, 7pm
Mandarin Oriental London 66 Knightsbridge, London SW1X 7LA, United Kingdom
STORE OPENING WHEN - December 1st 2021.
PLACE - Shoreditch London.
CREATIVE CONCEPT “Popping up the Blockchain”
INVITEES - Testimonial, brand ambassadors, opinion leaders, influencers, celebrities, buyers.
7. EVENTS: STORE OPENING
Alexander McQueen will open a pop-up store on December 1st 2020 in Shoreditch, London. The peculiarity of this pop-up store will be that people are only going to be able to buy with bitcoin. This will enable customers to know everything about the item they are purchasing. It is thought that this will be a great idea, as the exclusivity and innovation of the popup store will generate increased WOM. In addition, the technological aspect will add value to this event.
EVENT MOOD
“Popping up the Blockchain”
7. EVENTS: STORE OPENING
The opening of the pop-up store will be an evening event. Drinks and food are going to be served and a DJ will be playing music. There will be a 20 minute explanation about the realtionship between Blockchain and luxury brands and invitees are going to be able to purchase the products using this new technique.
SPONSORS - Institutional: London Town Hall - Main: BitSE - Commercial: VeChain - Technical: Bubble Food Catering
7. EVENTS: STORE OPENING
CHRONOGRAM - Morning: media activities to get increased press coverage. We will talk about the popup store and the idea of blockchain. - Afternoon: restricted lunch. We will invite opinion leaders, brand representatives, testimonial and VIP journalists. We will share more content than in the morning.
MEDIA STRATEGY
We will give 1 to 1 interviews.
- We will post Instagram stories about how
- Evening: pop-up store opening.
bitcoin and blockchain works. - We will post Instagram stories 15 days before anouncing the event to create intrigue. - We will respond comments on twitter. - We will post pictures and videos on
FOLLOW UP - We will write a press release about the opening of the pop-up store and we will give journalists videos and photos of our own photographers in order to maximize press coverage. We will send thank you cards to our invitees.
Instagram and Facebook.
INVITATION The invitation will consist in a black envelope and a card.
7. EVENTS: STORE OPENING
“Popping up the Blockchain” You have been invited to the opening of our first pop-up store December 1st 2020, 9pm
Shoredicth London 1 Ebor St, London E1 6AW, United Kingdom.
8. CROSS EXPERIENTIAL MARKETING
The
following
section
details
the
collaboration of two brands which compete in different categories yet aim at the same target in order to increase opportunities. Objectives: - Getting exposure from consumers of other brands that can be interested in Alexander McQueen’s products, which will increase sales. - Provide our customers with a better experience. - Provide our target market with other products and services of their interest.
Black
8. CROSS EXPERIENTIAL MARKETING
Uber Black is the luxury version of Uber. “With this ride option, you can arrive at your destination in style with a black-onblack luxury sedan or SUV.” This service features black luxury cars, expert service and professional drivers. It is much more expensive than UberX.
Alexander McQueen will provide products for Uber Black. These products will consist on; Alexander McQueen perfume, hand sanitizer, card holder, scarf and sunglasses, which are useful items when you are running from place to place. The clients will be able to purchase the products with an ipad that is going to be placed in the Uber. We will offer a service of pick-up in which Uber Black cars are going to pick up and bring clients to the Alexander McQueen’s stores.
8. CROSS EXPERIENTIAL MARKETING
x
Black
Benefit:
Benefit:
- Brand awareness.
- Innovation having an
- Increased sales.
extra feature (products)
- Brand connection.
for their clients. - Have a connection with Alexander
McQueen
target. - Better experience for their clients.
TO WHOM ARE WE TALKING
The Fashion Conscious
They represent the audience aged between 25-45 which is highly interested in fashion and trends. These individuals are established and professional men and women who attend fashionable events, read fashion magazines and watch fashion shows, travel and, most probably, have a huge wardrobe. They buy luxury products and are up-to-date with what happens in the fashion industry.
8. CROSS EXPERIENTIAL MARKETING
The Young Fashionistas
They represent the audience aged between 17-25. These individuals are young adults, deeply interested in fashion and feeling part of the fashion crowd. They aspire to be part of the primary target some day. They are students or part-time workers with a deep interest in trends and exclusivity. They have a high fashion dependency.
BRANDS THEY LIKE Lifestyle They like brands that are much more than products. Brands which integrate their interests; such as travel or gastronomy.
Apple Airpods
Creativity & Innovation They like brands that are innovative and creative. They don’t like conventional brands as much, they like to be suprised and they like art being integrated in fashion brands.
8. CROSS EXPERIENTIAL MARKETING
WHAT ARE COMPETITORS DOING Traveling with style Rimowa has partnered up with Off-White to create stylish suitcases for fashionable travellers.
Off-White x Rimowa
Stepping up the game Celine has partnered up with Nordstrom to create a pop-up store to tell the brand’s story in a younger approach.
9. CONSUMER ENGAGEMENT
The following section details how the band is going to activate through the different brand territories of Alexander McQueen’s consumer. Objectives: - Increase consumer engagement. - Portray the brand as more than just selling determined products, but a lifetstyle. - Increase sales.
THE HIGHEST NEED Attain creativity
KEY DRIVERS Differentiation, character, personality.
KEY EMOTIONAL BENEFIT I am full of life and ready to put my heart and soul into new creative experiences.
BRAND ROLE Alexander McQueen is my dose of creativity and helps me transmit my personality through its garments.
COMMUNICATION PLATFORM STATEMENT Creativity is the way we share our souls.
9. CONSUMER ENGAGEMENT
Creativity is the way we share our souls. Young Entrepreneur
Traveling for fashion
Fashion dreamers
Full of ideas
From fashion week to fashion week
Great future ahead
Workshops by Alexander McQueen
Food which will make you feel at home
Alexander McQueen book: how to make your dreams a reality
“Workshops by Alexander McQueen”
9. CONSUMER ENGAGEMENT
Workshops designed to connect Alexander McQueen with its younger target. The workshops will be aimed at fashion students which are full of ideas an are keen on learning. These workshops will take place at the best fashion universities in the key markets of the brand; Central Saint Martins, Parsons, Instituto Marangoni, Ecole de la Chambre Syndicale de la Couture Parisienne, ESMOD. The workshops will be taught by influential and recognised people in the fashion industry. They will give talks to students as well as engaging them in practical activities. It is thought that this will help the brand have a stronger relationship with its secondary target.
“Food which will make you feel at home”
9. CONSUMER ENGAGEMENT
Individuals which work in the fashion industry, have to travel to evey fashion week during the fashion month. This weeks are very hectic and with most days spent in airplains or hotel rooms, there is little room for healthy meals. In order to make these individuals feel more at home when they travel, Alexander McQueen will create a food service that will assist them with healthy and home cooked food. This service will make sure that both in the airport lounge and in planes, they are assisted with this food service. In addition, they will have special meals delivered to their hotel rooms and there will be the option of ordering food from the supermarked so they can prepare their own breakfast or snacks if they want at the hotel.
“How to make your dreams a reality”
9. CONSUMER ENGAGEMENT
“How to make your dreams a reality” a book by Alexander McQueen. Lee Alexander McQueen was very passionate about knowledge and sharing knowledge and creativity. He thought that everyone should have an opportunity to explore their creativity. A book will be created in order to inspire “fashion dreamers” on how to succeed in a fashion/creative career. This book will engage with the target as it will be a way for them to learn through Alexander McQueen.
10. SPONSORING & PRODUCT PLACEMENT
The following section details how the band is going to use sponsoring and product placement to promote the brand and gain brand awareness. Objectives: - Make brand associations with current relevant people and brands. - Activate the brand in the brand’s territories through sponsoring and product placement. - Deeply connect with the target market through people and events.
PRODUCT PLACEMENT
10. SPONSORING & PRODUCT PLACEMENT
Alexander McQueen will do product placement on the season 2 of the tv show Chilling Advertures of Sabrina. The brand will work closely with the team of the show to create looks which represent Alexander McQueen. The garments will not only be looks, they will be part of the story. This is a great opportunity for the brand to promote and to connect with the target market through a proper channel.
SPONSORING
Alexander McQueen will be one of the main sponsors of the 2021 Grammy Awardes. This event is known worlwide for the music but also for the looks the attendants are wearing. It is though that it would be the perfect event to sponsor, as it belongs to the brand territories of music and fashion. In addition, the brand will be dressing some attendants, which will be posing at the photocall.
10. SPONSORING & PRODUCT PLACEMENT
11. THE TEAM
The following section details the people involved in the brand which work on the current communication startegy in order to understand the different hierarchy levels within the organization and the responsibilities each member has. Objectives: - Enable the directs to have a better control of the people reporting to them and their responsibility. - Enable the subordinates to have a better perspective on the different people contributing to the communication strategy of the brand. - Managing people.
Together Everyone Achieves More
11. THE TEAM
Wordwide communication director Paolo Cigognini
Regional
Regional
Regional
Regional
Regional
PR
Digital
Event
Retail
Media
Director
Director
Director
Director
Director
Data
Strategic Planning
Art
Strategic Planning
Press
Director
Director
Director
Director
Director
Protocol
Art
Production
Visual
Advertising
Director
Director
Director
Director
Director
Art/Creative
Content
Creative
Experiential Marketing
Showroom
Director
Director
Director
Director
Director
Celebrity
Copywriting
Planning
CRM
External Relations
Director
Director
Director
Director
Director
Marketing Innovation
In-store Experience
Director
Director
12. BUDGET
The following section details the money which will be spent for this communication strategy. A detailed budget allows managers to have an understing of the necessary expenditure in order to reach the desired objectives. Objectives: - Determine the ROMI after sales. - Determine the estimated expenses for the impementation of all the actions. - Evaluate the feasibility of the plan.
MEDIA PLAN
SOCIAL MEDIA
12. BUDGET
PR PLAN
FASHION SHOW
CHARITY EVENT
12. BUDGET
FABULOUS EVENT
STORE OPENING
12. BUDGET
CROSS-EXPERIENTIAL MARKETING
CONSUMER ENGAGEMENT
SPONSORING & PRODUCT PLACEMENT
“Budgeting is the first
step toward financial
freedom.�
12. BUDGET
STRUCTURE OF COSTS
13. THE CHRONOGRAM
The following section details the organization of the communication strategy, which results in being more effective and functional. Objectives: - Know the dates for every aspect. - Provide a timetables with all the actions and activities. - Managing time effectively.
13. THE CHRONOGRAM
2020 2022
14. ANNEX: INITIAL BRIEF
15. BIBLIOGRAPHY
Dough (2018). [online] Ridesharingdriver.com. Available at: https://www.ridesharingdriver.com/whats-the-difference-between-uberx-xl-uberplus-and-black-car/ [Accessed 4 Dec. 2018]. Foundation, S. (2018). sarabande. [online] Sarabandefoundation.org. Available at: http:// www.sarabandefoundation.org/ [Accessed 17 Nov. 2018]. Nedelcheva, K. (2018). Top 45 Luxury Fashion Trends in September. [online] TrendHunter. com. Available at: https://www.trendhunter.com/slideshow/september-2018-luxury-fashion [Accessed 24 Oct. 2018]. Official Magazine, B. (2018). Target Customers, Competitors, Brand Architecture, Brand Position.. [online] ALEXANDER McQUEEN. Available at: https://mcqproposal.wordpress.com/2015/05/17/target-customers-competitors-brand-architecture-brand-position/ [Accessed 10 Dec. 2018]. Pezzini, G. (2018). 6 technology trends reshaping the luxury fashion industry | Retail tech trends. [online] LS Retail. Available at: https://www.lsretail.com/blog/6-technology-trends-reshaping-luxury-fashion-industry/ [Accessed 24 Oct. 2018]. Williams, D. (2018). The Role of Artificial Intelligence in Luxury Fashion. [online] TranslateMedia. Available at: https://www.translatemedia.com/translation-blog/role-artificial-intelligence-luxury-fashion/ [Accessed 24 Oct. 2018]. Woodworth, S. (2018). 3 Inspiring Retail Technology Trends Transforming Luxury in 2018. [online] Luxe Digital. Available at: https://luxe.digital/digital-luxury-reports/3-retail-technology-trends-transforming-luxury/ [Accessed 24 Oct. 2018].