Event Proposal
University of Huddersfield School of Art, Design and Architecture Department of Design
Maria Lucia Hohan Event Proposal
Andreea Bondor
A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 13.05.2015
Contents Introduction Rationale, aim, objective..................................................page 5 Event message...................................................................page 6 Expected outcome............................................................page 6 Date.....................................................................................page 7 Location..............................................................................page 8 Guest list............................................................................page 10 Reasons for attending.....................................................page 11 Invitations..........................................................................page 12 Event overview.................................................................page 14 Speech..............................................................................page 15 Food...................................................................................page 16 Desserts..............................................................................page 18 Drinks..................................................................................page 19 Photography.....................................................................page 20 Music..................................................................................page 22 Fashion show.....................................................................page 24 Make-up............................................................................page 26 DĂŠcor.................................................................................page 28 Gift bags............................................................................page 30 Post event PR....................................................................page 32 Post event press information...........................................page 33 Conclusion........................................................................page 36 References........................................................................page 40 Appendices......................................................................page 44
‘Luxury, elegance and exclusivity‘ MLH
Introduction Rationale
The purpose of this event is to introduce the media to the brand in a casual, fun way, which will leave the attendees with a positive impression. The engaging event will enhance the brand’s concept and present the collection. It will also give the audience a glimpse of Maria Lucia Hohan’s world, so as to build excitement, curiosity and generate brand awareness. Aim
Introduce the brand to the media and generate press coverage.
Objectives -plan a successful and memorable event through fine entertainment -raise brand awareness through the success of the event -build relationships with the members of the media -gain at least 20 articles of press coverage following the event 5
Event message The event will carefully encompass the ethos of Maria Lucia Hohan; through entertainment, food, beverages, music and overall atmosphere, it will communicate the ideas of luxury, femininity, etherealness. The attendees will also be able to get a sense of the brand and its products.
Expected outcome The success of the event will trigger positive media coverage, both on a national and international level. Maria Lucia Hohan will build a strong relationship with the fashion media which will lead to further collaboration.
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Date and location Date The proposed date for the event is Thursday, 10th of September 2015, starting at 7.00 PM. The date has been strategically chosen, as it is prior to London Fashion Week (12-16 September). Justification -the store will be open the following day after the event, right in time for Fashion Week attendees to be drawn by curiosity and visit the store -during the first days after the store opening, London will be crowded with fashion savvies from around the world willing to explore -if held after or during Fashion Week, the media would be busy writing and attending the Fashion Week
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Location
The event will take place in the Maria Lucia Hohan store, on 10, Albemarle Street, in Mayfair, London. The main reason for selecting this location is the launch of the new store and also the cost effectiveness. The venue is able accommodate approximately 40 people and further sitting will be provided. However, guests will be encouraged to explore the store, discuss with the designer, view garments and help themselves with drinks and canapĂŠs.
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Maria Lucia Hohan Store Layout
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Guest list Due to the limited space of the venue, only key members of the media are invited. (Please see Appendix for complete guest list) According to Maria Lucia Hohan’s position in the market, several relevant publications have been selected: Vogue Elle Harper’s Bazaar Marie Claire Glamour Grazia InStyle Love The Telegraph The Guardian The Sunday Times Style The Business of Fashion
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Reasons for attending There have been identified two main reasons for which the guests will attend the event; the first one is based on their eagerness of finding out about an expanding luxury brand and making sure they are not missing out on valuable journalistic information. Secondly, the guests will wish to attend due to the fact that this is regarded as a social event where will be many people from their field of expertise. Decision making for attending the event Based on the AIDA tool, the decision making for attending the event is, as it follows: Attention: receiving an elegant invite through mail will instantly trigger the consideration of attending, if the date is suitable for them Interest: discussing with their colleagues whether they have received an invite; further consideration will be carried out in order to decide upon the attendance Desire: a follow up phone call will be received from the Maria Lucia Hohan office to verify the guests’ RSVP Action: confirm attendance 11
Invitations The guests will be informed about the event throughout personalised invitations which will be sent six weeks prior to the event. As the invitations will be the first impression they will make about the brand and the event itself, it is imperative that they will communicate the ethos of Maria Lucia Hohan effectively. The design will be simple, feminine and elegant, featuring blush pink, white and silver. They will clearly state the purpose of the event, its date and location. Several days after receiving the invitations, the guests will receive a phone call from the Maria Lucia Hohan office in order to confirm their attendance. On the 3rd of September, the attendees will receive an email reminding them about the upcoming event in a polite and friendly manner.
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Event overview The event is scheduled to start at 7.00 PM, on the 10th of September 2015 at the Maria Lucia Hohan store, on 10, Albemarle Street, in Mayfair, London. In order to make sure the event will run smoothly and it will achieve its maximum potential, a running order is provided. 6.50-7.10 guests arrive and are welcomed 7.10-7.20 the designer Maria Lucia Hohan will open the event by welcoming the guests, giving a speech regarding the brand’s ethos and origins as well as introducing the collection and the schedule for the night 7.20-8.10 serving canapÊs and drinks, the designer and staff will talk to the guests and encourage them to view garments with possibility of purchasing with a 20% discount 8.10-8.20 fashion show 8.20-9.00 serving canapÊs, drinks and desserts, further communication within the staff and guests, designer is available for interviews 9.00 designer impromptu speech, thanking the guests for attending, offering goodie bags The guests will be offered a 20% discount if they wish to make a purchase during the event. They are encouraged to make appointments for custom made orders and will receive a 20% off gift card for their first purchase. 14
Speech The designer Maria Lucia Hohan will give a 10 minutes speech describing the inspiration for the new collection, as well as introducing the brand and its ethos. She will also thank the guests for attending, will inform them on the schedule of the event and will invite them to serve drinks and food. More information about the brand and collection will be included in the lookbooks and press releases which will be sent to the media; however, if attending the event, the guests will gain extensive knowledge about the brand and its secrets.
Maria Lucia Hohan, designer 15
Food and drinks As the aim of the event is to communicate Maria Lucia Hohan’s idea of luxury, elegance and exclusivity, food and beverages have been selected carefully. Food In order to be cost effective, to support the local businesses and to provide fresh food, Mayfair Catering has been appointed on this occasion. With excellent reviews for customer satisfaction, the business is located on 44, Hallam Street in Mayfair, London which is one Mile away from the event venue. Possible dietary preferences of the guests have been considered, therefore at the event will be served different canapés ranging from salmon to goats cheese and avocado. Twenty of each following selections of canapés will be ordered for the event. Canapés (Mayfair Catering) -Goats Cheese with Italian Parsley and Sundried Tomato on Feuillete -Smoked Salmon Twist on Madeleine -Avocado Mousse with Parmesan Herb of Provence Olive on Tomato Bread -Baguettine with Parfait de Canard and Confit d’Orange 16
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Desserts As desserts are an exciting part of any event, an assortment of eighty cupcakes will be ordered from the Humming Bird Bakery located on 155, Wardour Street in Soho. The desserts feature a wide range of flavours, suitable for everyone’s taste. Dessert (Humming Bird Bakery) -Blueberry and Lemon cupcakes £2.95 -Salted Caramel cupcakes £2.95 -Red Velvet cupcakes £2.65 -Chocolate cupcakes £2.25
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Drinks Mayfair Catering will also provide drinks for the launch event. The chosen beverages consist of different types of wines, ranging from white, to sparkling and rosé, so as to fit the guests’ preferences and support Maria Lucia Hohan’s sense of exclusivity, while at the same time communicating the idea that the brand is able to accommodate everyone’s choices and preferences. Drinks (Mayfair Catering) Pinot Grigio La Plume Blush 2013 (Italy) Prosecco Brut, Conti d’Arco (Italy) Chardonnay Coorong Estate 2013 (Australia)
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Photography In the interest of capturing the atmosphere and special moments of the event, a professional photographer will be hired. The photography style required is reportage, so as to document the development of the event step by step and record the key moments such as the designer’s speech, to showcase the garments as well as the guests. Capturing the essence of the brand is paramount; therefore, the brief will specify the importance of photographing the branded MLH items and doing it in an elegant, luxurious fashion. London based events photographer, Owen Billcliffe has been appointed on this occasion. His professional style and portfolio prove that he is suitable for the kind of photography desired for the launch event. His expertise in photography includes social and corporate events, as well as private events. The photographer will be present during the two hours of the event, taking photographs of the guests’ arrival and he will be dismissed at 9.00 PM.
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The basic price is ÂŁ285 for two hours of service and the pack includes: -2 hours of documentary photography -individual editing on every finished image -private online gallery available for MLH and guests -backup and archive -license for personal and in-house use, editorial use with credit
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Music As music is an important element in setting the mood of the event, a mix of classical and modern songs will be played. It is proposed that the music will consist of covers of popular songs, due to the fact that cover songs usually have a slower tempo and the overall atmosphere will be more relaxed. Piano and violin are the main musical instruments which will predominate, aiming at making the guests feel indulgent and serene. The volume will be medium, on order to be ambient so the guests will be able to communicate easily. Some of the songs selected are: Princess of China by Coldplay feat. Rihanna Cosmic Love by Florence + The Machine Young and Beautiful by Lana Del Rey Strangers in the Night by Frank Sinatra Beautiful by James Blunt Chandelier by Sia Angels by Robbie Williams Wild World by Cat Stevens Time of my Life by Bill Medley and Jennifer Warnes She’s so High by Tal Bachman 22
Florence+the Machine
Frank Sinatra
Lana Del Rey 23
Fashion Show One of the main attractions of the event will be the fashion show which will showcase Maria Lucia Hahan’s Autumn/Winter 15 collection. On this purpose, 12 ‘fresh faces’ from Elite Models and BMA Models, London, have been appointed. The decision of hiring fresh faces is owed to the fact that it will keep the costs of the event lower compared to hiring already established models. The show aims at revealing the new collection to the media for the first time; therefore, the models will enter the shop floor from backstage (stock room/ staff room) and will walk in a straight line, as the guests will be standing on both sides of the catwalk. In order to set the atmosphere and mood of the collection, appropriate music will be played, as it follows: Chandelier by Sia Cosmic Love by Florence + The Machine Young and Beautiful by Lana Del Rey
The 10 minutes show will allow guests to photograph and view the new collection. Subsequently to the show, the models will friendly walk around the event for 30 minutes allowing the guests to take a better look at the dresses.
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Make-Up Artists
As Maria Lucia Hohan has priory worked with the cosmetics brand Avon for the look book and advertising campaigns, three make-up artists from Avon will arrive at the store two hours before the event so as to get the models ready. The make-up will be natural and simple, featuring brown shades for the eyes and rose or nude lips. The hair will be tied up in a low sleek pony tail. No jewellery or accessories will be featured. The aim of keeping a simple and natural look for the models is to focus the attention of the viewer on the dresses, while at the same time the models will ooze elegance and grace through the minimal and feminine make-up.
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Proposed look for the make-up
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DĂŠcor The aim of the dĂŠcor is to add a finishing touch and to fully communicate the elegance and luxury of the brand. Lavishing bouquets of white, blush and hot pink peonies will be placed within the store so as to enhance the overall atmosphere and beautify the venue. Mayfair based florist, Paul Thomas is proposed to be hired to provide the flowers for the event. With over 20 years of experience in designing for weddings, parties and corporate events, they have worked in many of the banqueting venues and hotels in London and through the United Kingdom, therefore, their expertise and attention to detail ensure a huge success.
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Gift bags On the occasion of the store launch event, Maria Lucia Hohan will offer the guests, at their departure, a gift bag consisting of a fine selection of four mini cupcakes with the same flavours as those served at the event (i.e. Chocolate, Red Velvet, Blueberry & Lemon and Salted Caramel), a lookbook presenting the products which had been showcased on the fashion show. As Maria Lucia Hahan collaborated with Avon make-up artists, arrangements have been made to provide Avon products for the gift bags. The selected products will be: Avon Superextend Winged out mascara Original Body Butter Strawberry Lip Balm The collaboration with Avon Cosmetics will strengthen the Maria Lucia Hohan’s brand identity and it will instantly make a connection between the two brands. On the purpose of promotion and product placement, Avon Cosmetics have agreed to provide the products for the gift bags for free.
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Avon products for the gift bag
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Post event PR As the date set for the event is the 10th of September, the following working Monday, the 14th of September, the designer will send a personalised thank you note to all the guests who attended the event. Alongside the note will be a press pack consisting of a press release describing the outcome of the event, a look book with the dresses of the new collection which had been showcased at the event and also a link to access high quality photographs of the event and photographs of Maria Lucia Hohan products. The press release will consist of quotes from the event and the designer herself, as well as exclusive information other media has no access to. The aim of the press pack is to support the press coverage, by offering additional materials which will help the journalists. Informal meetings between PR officers from Maria Lucia Hohan and journalists who attended the event will follow in order to help the brand keep in contact with the media, find out what the journalists are working on and planning for future issues on the hope of future collaborations which will provide press coverage.
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Post event Press Information Thursday, the 10th of September saw the Maria Lucia Hohan store opening in Mayfair, London, where a fine selection of the British media attended an exclusive party, marking the expansion of the brand in the United Kingdom. London’s high profile journalists, such as Vogue’s Editor-inChief, Alexandra Shulman and Harper’s Bazaar’s Global Fashion Director, Carine Roitfeld were some of the guests who enjoyed a special selection of canapés, champagne and luxurious desserts as well as being the first to view Maria Lucia Hohan’s Autumn/Winter 2015 collection. The event started with the speech of designer and brand founder, Maria Lucia Hohan, who welcomed and introduced the guests to the brand and to the new collection with the purpose of making them more acquainted with the Romanian fashion house. As the designer stated, the event was a huge success and it achieved its objectives: “I was amazed by the interest of the guests towards the brand as well as their excitement and positive vibe. It was a pleasure to have so many wonderful and professional people at the store launch and I am sure of the upcoming success of the brand in the UK.”
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The guests were also very pleased with the event and are excited to see the brand’s future development within the United Kingdom: “Maria Lucia Hohan has proven their ethos throughout this sumptuous night and nevertheless through their exquisite creations.”, says Lorraine Candy, Editor in Chief at Elle Magazine. Imran Amed, from The Business of Fashion gives MLH creations a very high score: “Very fine craftsmanship and precious fabrics; luxury and elegance brought on the streets of London.” The Maria Lucia Hohan store is now opened on 10, Albemarle Street in Mayfair, London and the members of the media who attended the event are welcomed anytime to come in for a fitting or to use their 20% discount for their first purchase. For more information regarding the media discount, as well as for further enquiries, please contact andreea@mlh. co.uk or 020 2658 4522.
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Conclusion The Maria Lucia Hohan store launch, as proposed in this document is planned to be a memorable and impressive event, meant to raise brand awareness within the British market and establish a strong relationship with the members of the media who attend. It is designed to fully communicate the values of luxury, elegance and exclusivity which Maria Lucia Hohan praises with, throughout the concept and visuals of the event. The designer’s speech aims at informing and presenting the brand to the media, giving them a set of exclusive details which could spark the interest of journalists for future articles. The 10 minutes fashion show will display the products so as the journalists will be able to view them closely and give a genuine review of the craftsmanship and quality of the brand. The gift bags will be a finishing touch in strengthening the bond between the brand and journalists. The overall visual communications of the event will build into brand consistency and also generate press coverage.
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References References Mayfair catering, (n.d.), Canapes; Retrieved from: http://www.mayfaircatering.com/menus/canapes/ Mayfair catering, (n.d.), Wine list; Retrieved from: http:// www.mayfaircatering.com/menus/wine-list/ Humming bird bakery, (n.d.), Cupcakes; Retrieved from: https://hummingbirdbakery.com/order/cupcakes/ Owen Billcliffe, (n.d.), Corporate business photography, Retrieved from: http://owenbillcliffe.co.uk/corporate-businessphotography/ Elite models, (n.d.), New faces; Retrieved from: www.elitemodel.co.uk/women/preview.web BMA models, (n.d.), New faces; Retrieved from: www.bmamodels.com/female_new_faces Paul Thomas Flowers, (n.d.); Events; Retrieved from: http://www.paulthomasflowers.co.uk/events.php?s= Images software used for store layout and design http://planner.roomsketcher.com/ 40
Fashion Tv Romania, (n.d.); Maria Lucia Hohan; Retrieved from: http://www.fashiontvromania.com/wp-content/uploads/2013/03/maria-lucia-hohan.jpg CanapĂŠs Moonfruit, (n.d.); Canapes; Retrieved from: https://secure. moonfruit.com/communities/0/004/011/950/710/images/4594398611.jpg The Dorothy days; (n.d.); Champagne; Retrieved from: https://www.pinterest.com/pin/175147872984378348/ Humming bird bakery, (n.d.), Cupcakes; Retrieved from: https://hummingbirdbakery.com/order/cupcakes/ Owen Billcliffe, (n.d.), Event photography, Retrieved from: http://owenbillcliffe.co.uk/event-photography/ Discosalt; (n.d.);Florence Welch; Retrieved from: http://discosalt.com/wp-content/uploads/2013/11/florence2.png NY Daily News; (n.d.);Frank Sinatra; Retrieved from: http:// assets.nydailynews.com/polopoly_fs/1.2043031!/img/httpImage/image.jpg_gen/derivatives/gallery_1200/frank-sinatra. jpg Geekness; (n.d.); Lana Del Rey; Retrieved from: http://geekness.com.br/wp-content/uploads/2014/11/Lana-Del-ReyVogue-Australia.jpg 41
Elite Models Agency; (n.d.); Fresh faces; Retrieved from: www.elitemodel.co.uk/women/preview.web BMA Models Agency; (n.d.); Fresh faces; Retrieved from: http://www.bmamodels.com/female_new_faces Women fashion; (n.d.); Make up; Retrieved from: https://smedia-cache-ak0.pinimg.com/736x/bf/6c/64/bf6c641037189e361d2d642ecab7a428.jpg Style me pretty; (n.d.); Peonies; Retrieved from: https://www.pinterest.com/pin/221098662932832976/ Wikipedia; (n.d.); White paper bag; Retrieved from: http://upload.wikimedia.org/wikipedia/commons/ thumb/8/88/White_paper_bag.svg/2000px-White_paper_ bag.svg.png Avon; (n.d.); Mascara; Retrieved from: http://www.canadianfashionista.net/wp-content/uploads/2015/02/Avon-SuperExtend-Winged-Out-Mascara2-1024x694.jpg Avon; (n.d.); Lip balm; Retrieved from: http://images.teamsugar.com/files/upl0/2/20652/06_2008/ AvonStrawberry.jpg Avon; (n.d.); Body butter; Retrieved from: Avon body butter http://avonshop.co.uk/shop/Assets/images/prod/prod_1164682.jpg 42
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Appendix Appendix 1 Event guest list Guest
Alexandra Shulman Linda Chambers Anne-Marie Curtis Avril Mair Trish Halpin Jayne Pickering Arabella Greenhill Susannah Frankel Natalie Hartley Anders Solvsten Katie Grand Lisa Armstrong 1. Daniela Agnelli 2. Jess Cartner-Morley Imogen Fox Claudia Croft Jo Jones Alexandra Fullertone Matthew Josephs Imran Amed Leslie Fremar Kate Young Jamiel Perlman Marissa Bourke Suzanne Sykes Suzy Menkes Lorraine Candy Miranda Almond Carine Roitfeld Julia Sarr-Jamois
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Position
Editor-in-Chief Fashion Director Fashion Director Fashion Director Editor-in-Chief Fashion Director Fashion Director Fashion Director Fashion Director Senior Fashion Editor Editor-in-chief Fashion Editor Fashion Director Fashion Editor Head of Fashion Head of Fashion Fashion Editor Fashion Director Fashion Editor Blogger Celebrity Stylist Celebrity Stylist Creative Director Creative Director Creative Director Fashion Editor Editor in Chief Senior Fashion Editor Global Fashion Director Fashion Editor at Large
Publication
Vogue UK Vogue UK Elle UK Harper’s Bazaar Marie Claire Marie Claire InStyle Grazia Glamour Love Love The Telegraph The Telegraph The Guardian The Guardian The Sunday Times Style The Observer Stylist Wonderland The Business of Fashion Vogue UK Harper’s Bazaar Elle International Herald Tribune Elle Harper’s Bazaar Harper’s Bazaar i-D
www.marialuciahohan.com