Maria Lucia Hohan Promotional Strategy

Promotional strategy

University of Huddersfield School of Art, Design and Architecture Department of Design

Maria Lucia Hohan Promotional strategy

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 Brand history.........................................................................page 7 Brand core values and messages......................................page 8 Industry analysis Luxury market........................................................................page 9 Competitive advantage...................................................page 12 Market positioning..............................................................page 12 Target customers................................................................page 14 Promotional strategy Aim and objectives............................................................page 22 Campaign message..........................................................page 23 Store opening Rationale.............................................................................page 24 Location..............................................................................page 24 Store design and environment.........................................page 25 Store layout.........................................................................page 26 Store ambiance.................................................................page 26 Store logistics......................................................................page 28 Staff and procedures.........................................................page 28 Conclusion..........................................................................page 29 Store launch event Event overview...................................................................page 30 Post event PR......................................................................page 32 Conclusion..........................................................................page 33 Promotional tactics Consumer focused tactics................................................page 35 Pre store launch strategies................................................page 35

Advertising..........................................................................page 35 Social media campaign...................................................page 37 Dream the dress competition...........................................page 38 Other social media activities............................................page 40 Website................................................................................page 43 Store windows.....................................................................page 43 Launch day.........................................................................page 44 In-store promotion..............................................................page 44 Social media.......................................................................page 44 Website................................................................................page 45 Windows..............................................................................page 45 Post store launch................................................................page 46 Future competitions...........................................................page 46 Conclusion..........................................................................page 47 Media focused tactics......................................................page 48 Pre store launch..................................................................page 48 Store opening press release..............................................page 48 Invitations............................................................................page 48 Store opening event..........................................................page 49 Post launch day..................................................................page 50 Post event press information.............................................page 50 Informal meetings..............................................................page 50 Brand focused tactics.......................................................page 52 Promotional strategy logistics...........................................page 54 Campaign monitoring.......................................................page 56 Contingency plan..............................................................page 57 Conclusion..........................................................................page 58 References..........................................................................page 62 Appendices........................................................................page 66

‘Luxury, elegance and exclusivity‘ MLH

Introduction Brand history Maria Lucia Hohan graduated from L’Institut Supérieur des Arts Appliqués in Paris with a degree in fashion design and had worked in Milan for the fashion house Krizia.

She started the eponymous brand in 2003, in Romania’s capital city, Bucharest at the young age of 23. She created elegant gowns which caught the attention on the Romanian media and magazines such as Elle, Glamour and Cosmopolitan started featuring her dresses.

In February 2006 she expands her business by showcasing her designs at Paris Fashion Week, which was an instant success due to high volume of requests worldwide, via her website.

2010 was the year Maria Lucia Hohan reached a luxurious niche market: Hollywood. Ever since, countless celebrities, such as actresses Eva Longoria, Mila Kunis or E! News host Giuliana Rancic have been wearing her designs.

The following, year, in 2011, MLH’s revenue was €500.000 (£370.000).

Hohan is highly praised not only by the Romanian media, but also by the international one; therefore, prestigious fashion magazines have been featuring her designs within the making of high end editorials.

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Bloggers such as Kristina Bazan (kayture.com) and fabulousmuses.net have worn her designs and made her brand well known on an international level.

In the United Kingdom, a few MLH designs are available within a range of high end concession stores such as Fenwick, 202 Boutique and Net-a-Porter.

The designer’s concept is to create provocative, yet innocent looking outfits which boost the self-esteem of the wearer and make her more feminine and playful. She perceives her designs as accessories that enhance the beauty and the personality of women.

Brand core values and messages The brand’s key attributes communicate elements of luxury, etherealness and femininity.

MLH designs are draped around the body in a way that compliments the feminine figure; however, each season the designer explores different approaches of flattering the body and making the wearer feel delicate, sensual and seductive.

The brand’s essence and personality are encompassed by words such as playfulness, femininity, innocence and seduction. The dresses offer the women an aura of mystery and allurement.

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Industry analysis Luxury market According to Bain&Co (2014), the luxury goods purchasing does not always take place at home; while traveling, customers are looking to treat themselves, therefore are likely to invest in high end designer pieces. “The luxury-goods industry in most markets is now driven by touristic spending.”

(Bain&Co, 2014) Also according to Master Card: Global destinations city index (2014), London has been the most visited city in 2014 with approximately 18,69 million visitors, followed by Bangkok and Paris. This statement supports the proposal of opening Maria Lucia Hohan’s store in London.

The store is set to be located on Bond Street, London, due to the heritage and prestige it has achieved over the years.

“When it comes to a physical shopping experience, consumers prefer a monobrand environment, which still makes up more than 50% of the market.” (Bain&Co, 2014)

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Competitor analysis Competitors’ analysis has been conducted in order to gain a better understanding of the market and Maria Lucia Hohan’s position within it, evaluate the key competitors’ situations in order to design an appropriate marketing campaign.

The competitors are established brands with strong multichannel strategies, seasonal advertising, consistent branded content and social media activity. Their flagship stores communicate the personality of the brand and are popular amongst the media.

A relevant analysis for the main competitors is provided in the table on the opposite page.

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Competitor Jonathan Saunders

Audience 25-35 stylish young professionals

Positioning Minimal, sleek, modern, architectural

Strengths Rising star of British fashion Stocked internationally

Christopher Kane

Individual, fashion savvies

Modern, bold, playful

Strong finances and style

Weaknesses No ecommerce store Unstable customer basis Poor online presence

Amanda Wakeley

22-36 professionals with minimal taste 20-35 wealthy fashion amateurs Young fashion savvies

Clean signature style

Strong online and print presence

High prices for minimal garments

Elegant, luxurious

Legacy of Marchesa

Feminine, modern

Consistent visual communications

contemporary, fashion minded and glamorous

Elegant, glamorous versatile

Famous for dressing Kate Middleton and strong online presence

Poor social media presence Unstable customer basis London stores only

Notte by Marchesa Alice+Olivia Jenny Packham

Promotion Relies on press and social media Relies on press and social media Poor social media presence Official Marchesa website Designer Stacey Bendet Celebrity dressing, relies on media

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Competitive advantage Maria Lucia Hohan has the advantage of bringing something new to the market through the use of ethereal designs and delicate fabrics.

The brand’s affiliation with high end Hollywood celebrities such as Milla Kunis and Jennifer Lopez, will increase the interest of the media and customers towards the brand.

Hohan creates dresses with a timeless design which, however always surprise the public and get positive feedback from fashion critics.

Market positioning Maria Lucia Hohan is a luxury fashion brand specialised in creating delicate and feminine gowns, featuring collections such as bridal, luxurywear and cocktail. The dresses aim at boosting the confidence and the designer sees them as accessories to enhance the personality and beauty of women.

Due to its customers, designs and price points ranging between ÂŁ600-1300, Maria Lucia Hohan is placed next to brands such as Jenny Packham, Notte by Marchesa and Alice+Olivia.

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As the competitors mentioned before are established and successful within the UK market, Maria Lucia Hohan needs a comprehensive campaign in order to compete and have a successful expansion.

Below is a diagram preseinting Maria Lucia Hohan’s SWOT analysis.

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Target consumers According to Mintel reports, the target audience for a luxury brand such as Maria Lucia Hohan are the ABs and C2s. The elder AB consumers are likely to make the purchase due to the items’ high quality and craftsmanship; therefore, this sector is a primary target within the brand’s consumers, as Maria Lucia Hohan designs are highly praised for their quality and attention to detail.

C2 is the second, younger target market who is seeing luxurious purchases as treats as well as means of being up to date with the latest trends. However, they do understand the value of a luxury item and are also fashion savvies. As this market segment is expected to climb the socio-economic ladder within the next few years, they will have a more stable income and will afford a more exclusivist lifestyle. This proves that C2s are a market which is bound to become brand loyal in the near future. Research also indicates a growth in the overall global wealth by 2017.

Primary consumer Female, 34-45 years old Affluent, career-orientated, leading a fine lifestyle Maria Lucia Hohan’s primary consumer basis consists of wealthy, mature females who are the potential bread earner within the household.

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These are professional women who have a fine lifestyle and enjoy the high end luxurious fashion goods.

They are keen on high quality products, appreciate the craftsmanship and attention to details, therefore these consumers see the luxury purchase as an investment, not as a mean of acquiring social status or attention.

Secondary consumer Female ,24-33 years old Creative, indulgent, aspirational shopper The secondary consumer segment consists of a younger audience, mainly young professional who aspire to an above-average lifestyle. They are trend conscious and it is important to them to keep up with the latest fashion and also with their friends.They are very influenced by social media, celebrities and friends’ opinions while the purchase decision making process. Even though most of their apparel allowance is spent on the high street, they do make luxury purchases on occasions in order to treat themselves.

Tertiary consumer Affluent tourists whose purchases are made while travelling According to Bain & Co (2014), luxury purchases often take place while travelling, especially to an established fashion capital such as London. Tourists are more relaxed while on holiday and they are more likely to spend a large sum of money on luxury items which are seen as a treat and also have an emotional value to them, which only adds to the overall shopping experience.

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Primary consumer Ana Ana is a woman whose positive vibe and can-do attitude make her stand out of the crowd.

London is the place where she spends most of her time as she lives in a modern and spacious flat in the central area with her husband. She has a very well-paid job within the legal field and she excels at her work duties, therefore she is a confident and satisfied person.

The 36 year old is always on the go, as she is trying to manage both her personal and professional life. In order to do so, she juxtaposes classic and versatile pieces of clothing.

Her wardrobe consists of a mix of high street and designer pieces such as L.K. Bennett, Tory Burch and Zara. Due to her position within the company she works at, she is often invited to prestigious events for which she shops in places such as Jenny Packham and Diane von Furstenberg.

Emmanuelle Alt is her style icon due to her chic yet effortless look.

She reads fashion magazines such as Marie Claire and Elle but she is also keen on CondĂŠ Nast Traveler as exploring new places is one of her favourite ways of relaxing.

Ana uses social media platforms such as Facebook and Instagram to stay in touch with friends and be up to date 16

Ana’s group of friends consists of successful professionals who excel in their field and can afford weekend breaks in the south of Spain or at the countryside.

Besides travelling, Ana enjoys attending cultural events and music concerts. The most recent her husband and she attended was The Script, performing in London.

At the end of the day she unwinds by practicing yoga, drinking plant tea and going for a long walk.

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Secondary consumer Carla

Carla is a 26 year old vibrant journalist living with her fiancĂŠ in Soho. When she is not writing for the travel and lifestyle sections of Wallpaper magazine, she works on her own fictional novel. She is a very creative person, having had experiences with drawing, ballet and musical performances.

Her wardrobe is home to a wide range of high street, vintage and designer pieces which she combines with the aim of obtaining a unique, feminine outfit.

Even though luxury items are a treat and most of her apparel purchases take place on the high street, Carla aspires to acquire styles usually inspired by icons such as Olivia Palermo and Miroslava Duma.

She regards social media as a source of inspiration and uses Pinterest and Instagram on a daily basis. The plethora of celebrities and luxurious items featured on these platforms, contribute to Carla’s drive towards high fashion and above-average lifestyle.

She always starts her day by drinking honey and lemon coffee, followed by a strict Pilates routine. Carla can be described as having an optimistic attitude, creative flair and an open and friendly approach.

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Hiking and DIY crafts are amongst her top leisure activities.

She is a film savvy and organises classic movie nights with her friends at her flat in Soho.

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Tertiary consumer Leah

Leah is a 21 year old South Korean student at the Berlin School of Economics and Law. She considers herself a free spirit, eager to discover more of the surrounding world and try new things.

When she is not spending her days in the German capital, Leah meets up with friends and family in Europe’s cities for shopping sprees and weekend breaks.

She is a fashion savvy and is up to date with the latest trends, usually shopping at concession stores for brands such as Louis Vuitton, Prada and Kurt Geiger.

Leah reads many fashion blogs and magazines as being aware of the fashion news is important to her. She is also a social media keen user and visits Facebook, Pinterest and Instagram daily. She also uses Twitter to stay in touch with friends and be up to date with the news; she also follows the brands she admires on Twitter, where she has a very active presence.

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Promotional Strategy Aim and objectives

Aim To expand and establish Maria Lucia Hohan onto the Birtish luxury market with a flagship store, using a focused integrated multichannel campaign in 2015, over the span of three month, which will communicate the brand’s ethos and increase company sales and customer loyalty.

Objectives 1. To successfully generate awareness of the store opening using a combination of print advertising, digital communications, social media and a launch event to obtain at least 20 coverage articles from selected media.

2. To increase brand recognition by ensuring the store, advertising campaign and press elements are integrated effectively so as to promote the brand message.

3. To stimulate consumer intercommunications with the brand through social media content.

4. To associate Maria Lucia Hohan with key celebrities who reflect the brand ethos and represent their style at major events which take place during the campaign.

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Campaign message The purpose of the promotional campaign is to strengthen the brand values among its audience, while endorsing the store opening. This will be achieved by using the brand’s existing social media platforms, as well as creating new ones, together with an integrated PR strategy.

In order to reach the objective, the promotional strategy is proposed to be divided into two stages: pre-store launch and post store launch tactics.

Even though the campaign aims may vary at given stages, the main focus of the promotional strategy is to consolidate the brand message and values, raise awareness, establish customer loyalty which will lead to sale increases for Maria Lucia Hohan.

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1.Store opening Rationale A major part of Maria Lucia Hohan’s expansion strategy consists of the opening of a London-based store. The space is designed to effectively communicate the brand’s ethos, including elements of luxury, elegance and femininity and also to provide a fully functional retail environment, featuring fundamental components such as a stock room and a staff room.

A physical store would increase Maria Lucia Hohan’s recognition and establish its position within the British luxury market. Customers will be able to interact with the brand in a physical way, see and try on the garments, as well as getting a real taste of the brand.

Location The chosen location for the Maria Lucia Hohan store is on 10, Albemarle Street, in Mayfair, London. Neighbouring Paul Smith, Amanda Wakeley and Tiffany’s & Co, the MLH store will be one of London’s top fashion destinations

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Store design and environment

The interior design of the store aims at conveying the idea of an intimate space which reminds the customers of a luxurious dressing room, a place where they feel at home and taken care of by kind, knowledgeable staff. It will strongly and consistently embody the brand’s essence and personality: femininity, luxury and etherealness, throughout the use of appropriate colour palettes such as pink pastels, white and silver.

The dĂŠcor will play an important role in disclosing the essence of the brand through luxurious elements such as tufted sofas and crystal chandeliers. Fresh flowers will be displayed within the store so as to send the message or femininity and innocence.

The walls will be white and from place to place will feature golden frames which will add to the elegance and luxury of the space. The wood floor will be topped by plain pastel rugs in the areas with sofas.

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Store layout The layout of the store will follow the standard luxury boutique lines, providing wide spaces where the garments will be displayed and also the customers will move freely in an uncluttered space.

The store will be simplistic, featuring two main points of sale where the dresses will be arranged based on occasion, a front desk, two spacious fitting rooms and also an area especially designed for customers to sit down and relax if needed to wait.

At the rear of the store will be a ‘staff only’ area which consists of a restroom, stock room, staff room with a sofa, refrigerator and dining area, especially designed for the staff’s comfort during the breaks. An office will also be present for management purpose and also for small formal meetings.

Store ambiance The lights will not be too bright so as not to tire the customers and the staff. Relaxing music and room fragrance diffusers with a pleasant floral scent will set the ambiance of luxury and indulgence. The customer journey will be more enjoyable with the help of staff, who will greet the customers at the entrance and offer to provide assistance in any given situation, as well as add personality, value and deliver brand promise.

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Maria Lucia Hohan store layout

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Store logistics All elements ranging from visual merchandising and packaging, to windows display will add a finishing touch to the overall look of the Maria Lucia Hohan store, strongly communicating the ethos of the brand.

To maintain the luxury standards, the merchandise will be systematically arranged so as to look neat; one size of each garment will be displayed only. The store windows will exhibit one dress of each collection (i.e. bridal, luxurywear and cocktail), therefore the passers-by will quickly get an idea of the stock Maria Lucia Hohan disposes of.

The packaging will add a finishing touch to the purchasing process; it will add to the brand value and promise delivery.

White, glossy, branded bags and boxes, as well as elegant hangers will be provided for safely transporting and storing Staff and procedures In order to communicate Maria Lucia Hohan’s values the staff will be wearing business casual uniforms consisting of a pastel shirt, plain black, knee-length pencil skirt and black, medium heel stilettos. Careful grooming, hairstyle, make up and natural looking nails will be required.

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All staff will be trained focusing on customer assistance, product details and further standard procedures. A friendly and helpful attitude will be required at all times during working hours which will contribute to establishing a loyal customer basis. Having highly prepared staff will ensure the delivery of excellent customer care and brand promise.

A client book will be kept in the store in order to record the customers’ details for preparations prior their future visits at the store.

Conclusion The elements presented above will be successfully integrated with the aim of satisfying the customers’ expectations so as to increase the number of customers while at the same time expressing the brand’s essence.

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2.Store Launch event The launch event will be on the 10th of September, between 7-9 PM. It will take place within the premises of the Maria Lucia Hohan’s new store on 10, Albemarle Street in Mayfair, London and it will encompass the elements which make Maria Lucia Hohan a luxurious, exclusive brand.

The aim of the event is to introduce and build relationships with the members of the media which will lead to press coverage and the possibility of future collaborations.

The guest list will consist of 30 carefully selected journalists from renowned publications such as Vogue, Elle, Marie Claire and The Telegraph.

Event overview The event will start by welcoming the guests with a glass of champagne, followed by an introductory speech given by the designer and founder of Maria Lucia Hohan, who will present the brand and its essence, the new collection as well as a brief schedule of the night.

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A fine selection of canapĂŠs, wines and desserts will be served; the food and drinks will be provided by Mayfair Catering and the desserts will be luxurious cupcakes from The Humming Bird bakery, in Mayfield. The food will be from local sources so as to diminish the costs and at the same time support the local businesses.

The enjoyable moments of the event will be captured by the renowned photographer, Owen Billcliffe, who has an incredible expertise in corporate events photography.

The music will include covers by famous songs; due to the fact that they tend to have a slower tempo, they will induce a relaxing mood while at the same time the guests will enjoy modern and classical songs from artists such as Frank Sinatra, Florence + the Machine or Robbie Williams.

The highlight of the night will be the fashion show, when the guests will see an exclusive preview of the new Autumn/Winter collection. On this purpose, 12 fresh face models from Elite Models and BMA Models will be hired.

The make-up will be provided by Avon Cosmetics and their make-up artists.

Following the fashion show, the models will walk around the store so as the guests will be able to have a closer look at the garments with the purpose of understanding the brand’s craftsmanship and being able to honestly review the MLH products.

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The dĂŠcor will be a finishing touch of the overall atmosphere; therefore, London based famous florist Paul Thomas will provide exquisite flower arrangements.

At the end of the night, the guests will be offered a gift bag with a fine selection of cupcakes from The Humming Bird bakery and a lookbook featuring the products they had viewed at the fashion show. An arrangement with Avon Cosmetics will be made in order to provide for each guest a mascara, a lip balm and a body butter.

Post event PR On 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, accompanied by a press release presenting the outcome the event. The press release will support the future press coverage and it will include quotes from the guests and the designer herself.

Informal meetings between journalists and press officers from Maria Lucia Hohan will be arranged in order to maintain a close relationship and pitch on the articles the journalists are working on.

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Conclusion The store launch event is designed to be a memorable experience and to make a positive impression to the media. The brand’s core values are consistently communicated throughout the elements of the event such as the venue, food and music.

The designer’s speech and fashion show will acquaint the media with the brand and its products in an interactive and exciting demeanour.

The aim of the event is to create a relationship with key journalists, as well as gaining at least 20 articles of press coverage.

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Promotional tactics Based on the consumers’ interests, research regarding the luxury market and the competitors, a strong two-part multichannel integrated plan will be devised.

Due to the creative nature of the customers, social status and interests, strong visuals will be used to communicate the core brand values such as etherealness, elegance, femininity and innocence.

To raise awareness, media and brand focused tactics will be proposed in order to ensure the success of the launch strategies.

The next subsections of the document will discuss in detail the promotional strategies focusing on customers, media and brand.

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Customer focused tactics 1. Pre store launch strategies a) Advertising The first choice for advertising in the fashion industry consists of magazines; designers or manufacturers who want to reach a narrow segment will choose to advertise in international special-interest magazines, the so-called ‘fashion bibles’, where subscribers are likely to be motivated to purchase the advertised items. (Diamond & Diamond, 1998) Consumers look at magazines for inspiration and they also trust these publications due to the fact that the content is written by professionals in the field. They are more likely to trust an advertisement in their favourite magazine, as they will relate its content and products to their personal style.

Advertisements for Maria Lucia Hohan will be placed in magazines such as Vogue, Marie Claire and Harper’s Bazaar, prior to the store launch so as to inform the public about the upcoming event.

The images will depict the ethos of the brand and they will portray a confident, charming young woman who expresses elegance, femininity and luxury. The layout will be simple, featuring the logo of the brand, website, store address and the opening date.

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For advertising images, please reffer to Appendix C The advertisements will have a dual purpose: they will showcase the Autumn/Winter collection while at the same time informing the public about the store launch.

These magazines encompass the ideas of exclusivity, legacy and high end fashion as they are established, trusted publications. They are internationally famous, written by famous journalists and have content and ethos which can be related to the Maria Lucia Hohan brand.

The table below shows the magazines Maria Lucia Hohan will advertise in.

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Publication

Target audience age

Circulation

Vogue

20-44

200,141

Marie Claire

18-34

198,420

ELLE

18-26

163,498

Harper’s Bazaar

30+

111,691

b) Social media campaign The aim of the campaign is to raise awareness of the store opening as well as the overall brand expansion, the new collection and to promote Maria Lucia Hohan’s values.

According to secondary research gathered from ONS regarding Internet Access in 2014, 38 million adults (76%) in the UK accessed internet every day. Also, access to Internet using mobile phones has more than doubled between 2010 and 2014, growing from 24% to 58%.

Maria Lucia Hohan’s target consumers have an active lifestyle and are keen on using social media daily. The primary consumer uses Facebook and Instagram, while the secondary prefers the more creative approach, i.e.

Pinterest and Instagram. The younger, tertiary market is a twitter savvy but also uses the other social media platforms with interest.

Considering the target consumers’ preferences as well as research, a comprehensive social media campaign will be proposed. Facebook and Twitter will encourage the interaction with the brand and raise awareness, while Instagram and Pinterest will focus on the visuals so as to create excitement around the store opening and brand expansion. This will be achieved by utilising Maria Lucia Hohan’s existing accounts.

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Social media competition ‘Dream the Dress’ #dreamthedressMLH ‘Dream the Dress’ is the social media campaign proposed as the pre store launch strategy; the competition is aimed at all MLH followers on Instagram and it is designed to create excitement around the store opening as well as spreading the word about the brand’s expansion.

The participation requireMaria Lucia Hohan UK ments consist of uploading an image on Instagram with Join the #dreamthedressMLH competition to win a the hash tag ‘dream the fab A/W 1 dress. Stay tuned for more details. @mlhUK dress MLH’ (#dreamthedressMLH), which best portrays the brand’s ethos. The winning image will convey the elements of elegance, luxury, etherealness and exclusivity.

The winner will receive an exquisite Maria Lucia Hohan dress from the Autumn/Winter 15 collection, which will be custom made so as to fit and flatter the winner’s figure.

Facebook post example 38

Maria Lucia Hohan UK @mlhUK Join #dreamthedressMLH competition to win a fab A/W 15 dress. Stay tuned for more details! @mlhUK

5m

marialuciahohanUK

marialuciahohanUK Join #dreamthedressMLH competition to win a fab A/W 15 dress. Stay tuned for more details!

Twitter post example

Instagram post example

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Other social media activities In order to create interest towards the London store launch, the official Maria Lucia Hohan social media accounts will keep the followers engaged and curious through activities and initiatives.

Each Monday, via Twitter, Facebook and Instagram, the followers will be encouraged to post an image which correlates to the brand and its new location, London.

Activities will include posting an image with a place from London which inspires them and communicates the brand’s values.

In order to be directed to the brand’s accounts, the followers will be required to use the hash tag MLHLDN (#MLHLDN).

On Sundays, the brand’s accounts will select five of the best images and will be regramed (posted from the official MLH account), mentioning the social media users whose images have been selected and thanking them for their interest in the brand.

Facebook and Twitter These platforms aim at building excitement about the store opening and the brand’s expansion.

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The accounts will engage with the customers on a regular basis providing interactive and interesting content which will captivate and intrigue the viewers.

In order to motivate the followers to discover more about the brand, all posts will feature the hash tag ‘MLHLDN@ (#MLHLDN).

Facebook, Instagram and Twitter will announce the #dreamthedress contest and they will remind and encourage the followers to join the competition via carefully written posts and twits which will stimulate the interest and excitement. This will be achieved through a combination of visual and writing posts, depending on the social media platform.

Instagram and Pinterest These platforms will focus on communicating the brand’s message in a visual way.

Both accounts will feature ‘behind the scenes’ images, designed as ‘leaks’ to the audience; the posts will present captures of work in progress from Maria Lucia Hohan’s ateliers, details of the dresses in their showrooms and inspirational images. Photographs of the new shop will be posted on Istagram and Pinterest featuring fine details such as elements of the crystal chandeliers in the shop or the decorative flowers. The images’ purpose is to reach the curiosity of the followers and to encourage them to visit the new store.

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The Instagram account will be managed by the designer Maria Lucia Hohan herself and it will focus on putting her in the spotlight by presenting snapshots of her daily life, as well as brand-related content. It aims at creating a personal connection between the followers and the designer which leads to stimulating the interest of the public towards the brand.

marialuciahohanUK

marialuciahohanUK Behind the scenes! Working hard to prepare the #A/W15 collection #mlhUK #MLHLDN

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marialuciahohanUK

marialuciahohanUK Show is which part of london you think best fits the #MLH brand! Notify us by using #MLHLDN

c) Website The official Maria Lucia Hohan website will feature on the homepage a countdown to create suspense and enthusiasm towards the store opening day.

The website will, however, maintain its normal activity, presenting the collections, offering the option of shopping online and directing visitors to the social media pages. d) Store window Two weeks prior to the store opening, starting the 28th of August until the night of the launch event, the 10th of September, the shop windows will feature large banners, announcing the passers-by about the new Maria Lucia Hohan shop.

The banners will feature the logo of the brand, the opening date and a relevant image.

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2. Launch day a) In-store promotion In order to encourage store visits and purchases, Maria Lucia Hohan will offer a special promotion on the opening day; the first 10 customers will receive a 20% discount on their first purchase and the chance to meet the designer which will be in the store during the day so as to greet and socialise with customers. The presence of the designer will generate excitement within the customers and this will be a great opportunity for the brand and the designer to create a close relationship with the customers, in the offline environment. b) Social media On the 11th of September, the opening day of the Maria Lucia Hohan store, the social media accounts will post images from the store featuring elements of the new collection, photographs of the shop interior as well as reportage-style shots of the customers and staff.

Facebook and Twitter will feed news about the launch day and will encourage the customers to visit the store in order to meet the designer and to be among the first 10 customers to obtain a 20% discount.

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Instagram and Pinterest will complement the Facebook and Twitter posts through the use of visuals. Images will feature celebrities visiting the store and the designer interacting with the customers. If making a purchase, the customer will be asked if they agree to having their picture taken and being posted onto Maria Lucia Hohan’s social media accounts. c) Website On the day, the home page of the website will announce the official store opening in Mayfair, London. d) Windows Besides the superb visual merchandising of the windows, white and pink balloons will be placed outside the store entrance so as to create a celebratory spirit and to notify the passers-by of the new store so as to spark their interest and visit the shop.

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3. Post store launch After the store opening, social media will be the main means of communication between the brand and customers. Its use will focus on promoting in-store services and products, as well as offering ‘behind the scene’ insights.

At the end of the first business day, the social media accounts will thank all the visitors and customers for coming in the store.

Future campaigns In order to maintain the interest of the social media followers, the brand will launch an Instagram activity twice a month. The activities will be visual based and they will require uploading an image onto Instagram with the hash tag MLH LDN (#MLHLDN). The topics will change based on occasions such as holidays, seasons changing or other major events.

Examples: ‘Why do you love London? Use #MLHLDN to show us a photo of your favourite spot in London. ‘ ‘Where do you go when you need to get inspired? Show us your ultimate inspiration location. #MLHLDN ‘ 46

‘How do you see #MLH? Tag us in a photo which best describes the ethos of Maria Lucia Hohan. #MLHLDN’ ‘Bring #MLH to your city! Which is your favourite place in your city? Tag #MLHUK in your photo and convince us to bring #MLH to you.’

Conclusion The aim of the social media strategies is to maintain communication between the brand and its customers which leads to sale increases and building customer loyalty.

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Media focused tactics 1. Pre store launch strategies a) Store opening press release In June 2015 the targeted press invited to the store opening event will be sent a press release introducing the brand and announcing its expansion within the British luxury market by opening a stand-alone store in Mayfair, London.

The content of the press release will be straightforward without revealing too much detail so as to intrigue and spark the interest of the media. b) Invitations Six weeks before the event, on the 29th of July, the guests will receive an invitation to the store opening event, via mail. As journalists have a busy schedule, a six weeks’ notice will offer enough time to ensure their attendance.

The text of the invitations will contain straightforward information conveyed in a formal and polite way which will indulge the guests.

The design will be simple and elegant portraying the essence of the brand; powder pink, white and silver will be used for the invitations so as to correlate with the brand’s colours, communicate the look of the store and express the ethos of Maria Lucia Hohan’s products.

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c) Store opening event The event is especially envisioned to offer the media an insight of the brand, relying on the store’s aesthetics, services and products.

It will take place within the premises of the London store, on 10 Albemarle Street on the 10th of September between 7 and 9 PM. The guest list is composed of important members of the media, journalists from prestigious publications such as Vogue and Harper’s Bazaar.

The event will offer sumptuous canapés, desserts and drinks while the guests will enjoyed carefully selected music and socialising. The highlights of the night will be the designer’s speech to introduce and present the brand and its Autumn/Winter collection, as well as the fashion show displaying the products. At the end of the night the attendees will be offered gift bags, as a finishing touch of the overall Maria Lucia Hohan branded experience.

Please refer to the press pack for the content of the press releases mentioned above.

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2. Post-launch day a) Post event press information The following working day after the event, on the 14th of September, the attendees will be sent a thank you note accompanied by a press release featuring an overview of the event, the highlights of the night as well as quotes from guests and the designer herself.

The press release is expected to trigger the journalists’ interest in including its information in their news and feature stories.

Please refer to the Event Proposal for more detail. b) Informal meetings Maria Lucia Hohan’s PR officers will conduct informal meetings with the journalists who attended the event in order to exchange information and possibly plan future collaborations so as to obtain press coverage.

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Brand focused tactics As Maria Lucia Hohan‘s name has been made well-known through Hollywood’s A-list celebrities who wore her design at major events, it is discernible to initiate a British celebrity dressing strategy.

The purpose of the celebrity dressing is to generate positive media coverage, build brand awareness and increase customer loyalty and sales.

As the media is keen on presenting and commenting celebrities’ outfits worn on major events, dressing celebrities has great potential in creating media coverage as well as consumer interest around the brand.

This strategy will also promote the affiliation of the brand with the particular celebrities which will subsequently transfer to the customers.

In order to make a selection of celebrities who are appropriate on this occasion, the TEARS model has been used. The famous people who will be appointed are British actresses, musicians or women who have a remarkable expertise in the creative field. They have been carefully selected so as to correlate with Maria Lucia Hohan’s customers.The chosen celebrities’ age is ranging from 25 to 39 So as to show that Maria Lucia Hohan is a brand which addresses to refined, sophisticated women regardless of age.

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Promotional strategy logistics The promotional strategy will develop during the span of a few months so as to ensure Maria Lucia Hohan gets all the media attention needed for a successful expansion within the UK and creating a strong customer basis.

Opposite is a table showing the strategies adopted and the period of time they will be employed.

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Month May June June

July

Day Initiative 13th Felicity Jones dressing 1st Press release brand expansion intention announcement 5th Instagram posts from the designer 10th Website countdown 15th Store launch press release 18th Paloma Faith dressing 24th Florence Welch dressing 3rd Emilia Clarke dressing 6th Instagram image activity 29th 31st 31st

August 1st 10th 28th 28th Septem- 1st ber 11th 14th 18th

Strategy Frequency Media focused Media focused Customer Every Friday focused afternoon Customer focused Media focused Brand focused

Brand focused Brand focused Customer Every Monday focused morning Event invitations sent Media focused #dreamthedressMLH contest Customer announcement via social media focused #dreamthedressMLH contest Media focused press release #dreamthedressMLH contest Customer On-going for start focused 10 days #dreamthedressMLH contest Customer winner focused Emma Watson dressing Brand focused Store windows banners Customer focused Store launch 20% discount an- Customer nouncement via social media focused Kate winslet dressing Brand focused Post-launch event press release Media focused Emily Blunt dressing Brand focused Future meetings with Media focused Monthly journalists 55

Campaign monitoring Several tactics will be employed to track and observe the effectiveness of each component of the campaign and to ensure the performance of the aim and objectives.

Media coverage will be observed daily in order to note the mention of Maria Lucia Hohan in news articles, features or editorials and street style shots. The last two are directly related to the celebrity dressing initiative.

The online environment will be monitored with the use of analytic systems; the website traffic will be monitored using Google Website Optimizer so as to verify the number of visitors during the campaign.

Google Social Analytics will be accessed to monitor the social media platforms and to gather statistics about the most liked and shared content so as to understand the preferences and impressions of followers regarding the outfits. This will also facilitate the predictions for the best sold items in store and on line and it will evaluate the success of the promotional strategy and marketing communications.

In store, the monitoring will rely on the internal sales report; the number of store visitors will be estimated with the use of a thermal sensor positioned at the entrance of the shop.

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Contingency plan Based on the campaign monitoring statistics discussed previously, a contingency plan will be considered in case the results will not be as satisfying as expected.

If the media coverage will be lower than expected (i.e. at least 20 articles, post launch event), Maria Lucia Hohan’s press officers will arrange meetings with the journalists to discuss further proposals such as product placement, alternative story angles or fashion editorials.

In the case of a failure regarding the online and in-store tactics, activities such as publicity stunts, competitions and collaborations will be analysed. In order to promote interest around the store, guest appearance will be proposed.

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Conclusion The promotional strategy aims at ensuring a successful brand expansion within the UK market for Maria Lucia Hohan. It communicates the brand’s essence and personality and uses a variety of tactics to increase brand awareness and create customer basis and loyalty.

The strategies have been designed based on the target consumers’ preferences such as the magazines they read and the social media platforms they use so as to ensure an appropriate and successful campaign.

The tactics are aggregated aiming at achieving high levels of publicity during the campaign as well as post store opening.

The store will embody the personality of the brand which will be reflected through visuals, products and excellent customer service. The launch event aimed at the media will ensure publicity and press coverage. The strategies used to indulge the media range from selected foods and beverages to thoughtful gift bags.

Initiatives aimed at the customers such as magazine advertising and social media campaigns and contests will establish a relationship with the customers, which will then evolve into brand loyalty and sales increases.

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Celebrities will be dressed in Maria Lucia Hohan designs so as to influence the style choices of the audience and to create a connection between the brand and the celebrities.

The campaign monitoring tactics will provide data r egarding the success of the campaign; en the event of dissatisfaction, several approaches will be considered to enhance the brand’s success.

Commencing a multichannel integrated campaign will ensure the press coverage and social media activity required for a successful store opening and website traffic, both leading to sales increases and a growth in brand recognition. Should the elements stated above be successfully integrated, the expansion of Maria Lucia Hohan within the UK luxury market will have a favourable outcome.

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References Academia, 2014; UK PESTLE analysis, retrieved from: http:// www.academia.edu/8993883/UK_PESTLE_Analysis Bain and Company, December 2014, Luxury Goods Worldwide Market Study Fall-Winter 2014: The rise of the borderless consumer; Retrieved from: http://www.bain.com/publications/articles/luxury-goods-worldwide-market-study-december-2014.aspx Ele, Maria Lucia Hohan, (n.d) Retrieved from: http://www. ele.ro/maria-lucia-hohan/biografie Gov.uk, 2015, Economy, Retrieved from: http://www.ons. gov.uk/ons/guide-method/compendiums/compendium-ofuk-statistics/economy/index.html Gov.uk; 2014, internet access, Retrieved from: http://www. ons.gov.uk/ons/dcp171778_373584.pdf Mintel, May 2014; Womenswear UK 2014; women’s spending priorities Retrieved from: http://academic.mintel.com/display/704973/ Mintel, November 2011; Consumer Attitudes Towards Luxury Brands - UK - November 2011; Retrieved from: http://academic.mintel.com/display/545468/ News room MasterCard, July 2014, 2014 Global destination city index; retrieved from: http://newsroom.mastercard.com/wp-content/uploads/2014/07/Mastercard_ GDCI_2014_Letter_Final_70814.pdf 62

Perfecte(n.d)Maria Lucia Hohan; Retrieved from: http:// www.perfecte.ro/perfecte-si-celebre/maria-lucia-hohandesignerul-care-a-dus-moda-romaneasca-pe-covorul-rosudin-cetatea-filmului.html Small business; (n.d.); Good layout for clothing store; Retrieved from: http://smallbusiness.chron.com/good-layoutclothing-store-18235.html Small business; (n.d.); Things to consider when designing a clothing store; Retrieved from: http://smallbusiness.chron. com/consider-designing-clothing-store-layout-11637.html Shopify, (n.d.); Retrieved from: http://www.shopify.co.uk/ blog/12927757-how-to-create-retail-store-interiors-thatget-people-to-purchase-your-products Stil feminine, (n.d.), Maria Lucia Hohan; Retrieved from: http://www.stilfeminin.ro/Designeri/Maria-Lucia-Hohan.html Media list Brad, (n.d.), vogue ; retrieved from: http://www.bradinsight.com/BRAD/Search/MainSearch?Su bmit=Go&searchText=vogue Brad, (n.d.), marie claire ; retrieved from: http://www. bradinsight.com/BRAD/Search/MainSearch?Submit=Go&se archText=marie+claire 63

Brad, (n.d.), elle ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2bQFMAZ Brad, (n.d.), harper’s bazaar ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2bWcMAJ Brad, (n.d.), instyle ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD0000008juBQMAY Brad, (n.d.), grazia ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD0000008jumfMAA Brad, (n.d.), glamour ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD0000008juB5MAI Brad, (n.d.), love ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2aP4MAJ Brad, (n.d.), wonderland ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD0000008juqIMAQ Brad, (n.d.), i-d ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/ a0HD000000B2bYrMAJ#overview 64

Brad, (n.d.), the telegraph ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2c3qMAB Brad, (n.d.), the guardian ; retrieved from: http://www.bradinsight.com/BRAD/Profile/Title/a0HD000000B2c4kMAB Images Consumer profile Ana primary https://s-media-cache-ak0.pinimg.com/736x/ab/7f/62/ ab7f62b315934410741f253f5b1ae929.jpg Carla secondary http://www.fashionmagazine.com/wp-content/uploads/2014/09/Street-Style-London-Fashion-WeekSpring-2015-01.jpg Leah tertiary http://www.refinery29.com/2013/07/49859/seoul-style-pictures

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Appendices Appendix A: UK PEST analysis Political Trading hours-gov.uk states that shops can be opened any day or hour in England and Wales, except Sundays, which can only be open between 10am and pm. All shops must be closed on Christmas Day and Easter Sunday.

Trading regulations include consumer protection from unfair trading regulations act 2008, which prohibits traders to engage in unfair commercial practices.

Sale of goof acts, 1979, Supply of goods and services act, 1994 state that all goods must meet the description on the label, they should be in a satisfactory state and condition, which includes fitness for all purposes supplied, appearance and finish, freedom of minor defects, safety and durability.

Disability discrimination act, 2005 requires that people with disabilities must be treated fairly. This also includes accessibility to places such as shops and transport.

The Equality act 2010 protects discrimination in the work place. Other acts such as the Sex discrimination act, 1975, Race relations act 1976 and Disability discrimination act 1995.

The national minimum wage rates stand at: £6.31 for age 21 and over, £5.03 between 18 and 20, £3.75 for under 18, 66

£2.68 for apprentice.

Data protection act 1998 ensures consumers and employees protection online and in store.

All the elements above must be taken into consideration during the recruitment process as well as all processes regarding trade.

Economical London has been the most popular tourist destination in 2014 with 18, 69 million visitors who spent $19.3 billion.

Its luxury sector is growing, with spending in the sector, reaching £3 billion a year. The area represents 66% of retailers in the sector and welcomes more and more brands each year. However, it has grown with a percentage of 24 in 9 years.

The British Chamber of commerce predicted that the UK is to surpass its pre-recession in 2014 and the GDP is set to grow in the following years. This offers new brands stability and encourages them to open stores within the UK. The UK’s population is estimated at 63.7 million according to the Office for National Statistics and is slowly growing, which holds potential for a customer base.

Social 25 to 34 year olds are driving the growth within the fashion market, according to Mintel. The demographic is also set to rise by 9% within the next 5 years and is taking over the age group of under 25s’ this is due to their higher disposable income, accompanied by a growing interest in fashion and quality clothing.

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London Fashion Week is one of the most popular fashion events in the world, attracting over 5000 visitors, including influential fashion socialites, celebrities, journalists etc., which generates high publicity rates. The British Fashion Council have estimated that orders over ÂŁ100m are being placed during London Fashion Week, each season. This makes it relevant that the Maria Lucia Hohan store opening coincides with LFW. A WGSN survey on British consumers states that in spring 2014, consumer confidence has reached a record unseen before the financial crisis. Consumers have become more optimistic and positive when it comes to major purchases.

The importance of the in-store environment when purchasing an item has been certified by 56% of shoppers. Mintel stated that the AB consumers have the highest spending power and they are most influenced by in-store environment.

Technological Sources have shown that consumer views are important when shopping online, as well as recommendations from social networks.

As almost 50% of the UK’s population owns a Facebook account, this social media platform has become recognised as a sales channel for retailers.

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Mintel reports show that more people still prefer in-store shopping (76%), than those who prefer online shopping (73%).

A Mintel survey on social media users published in February 2014 shows that 80% of the participants have used social media in the past 3 months. 44% and the highest rate was achieved by Facebook; 29% Twitter, 10% Instagram and 6% Pinterest.

As Facebook appears to be the most popular social media channel, the brand should communicate with its customers this way.

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Appendix B: Adverts

10, Albemarle Street, Mayfair, London W1S 4HX

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10, Albemarle Street, Mayfair, London W1S 4HX www.marialuciahohan.com

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10, Albemarle Street, Mayfair, London W1S 4HX www.marialuciahohan.com

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10, Albemarle Street, Mayfair, London W1S 4HX www.marialuciahohan.com

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10, Albemarle Street, Mayfair, London W1S 4HX www.marialuciahohan.com

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Appendix C: Media list 1. Vogue • Established: • 1916 • Price: • Single Copy: £3.99, Subscription: £19.99 • Editorial Profile: • Leading-edge fashion magazine playing a vital part in helping women decide what is the right style, the right colour, and above all the right look • Target Audience: • Concentrated in the ABC1 20-44 demographic group.

A high proportion are in some kind of job or profession and are in the higher income groups • Frequency: Monthly Contact: Editor-in-chief Alexandra Shulman Contact: 02074999080 alexandra.shulman@condenast.co.uk 2. Marie Claire • Established: • 01/09/1988 • Price: • Single Copy: £3.99, Subscription: £43.20 • Editorial Profile: • Fashion and beauty, interiors, travel and arts pages plus investigative features on other countries and cultures 76

• Target Audience: • Intelligent, informed confident women, 18-34 ABC1 group • Frequency: Monthly Contact: Editor-in-Chief Trish Halpin Contact: 020 3148 7481 trish.halpin@timeinc.com 3. ELLE • Established: • 1995 • Price: • Single Copy: £4.00, Subscription: £22.00 • Editorial Profile: • An important, high quality directional glossy magazine with a clear emphasis on fashion and beauty. With outstanding photography and witty, intelligent features • Target Audience: • 18-26 year old women, style-conscious opinion formers, with a high disposable income and a passion for shopping • Frequency: Monthly Contact: Editor-in-Chief Lorraine Candy Contact: 020 7439 5000 lorraine.candy@hearst.co.uk

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4. Harper’s Bazaar • Established: • 1970 • Price: • Single Copy: £4.30, Subscription: £23.00 • Editorial Profile: • Mindful of its role as an international, upmarket, quality magazine, Harper`s Bazaar is the perfect mix of stunning fashion stories, informative beauty pages and strong, intelligent features.

• Target Audience: • Smart, sophisticated and intelligent AB(C1) women 30+ who are well-travelled, image conscious and cultured.

Harper`s Bazaar is for the well-dressed woman with the welldressed mind.

• Frequency: Monthly Contact: Editor-in-Chief Justine Picarde Contact: 020 7439 5000 justine.picarde@hearst.co.uk 5. InStyle • Established: • 01/02/2001 • Price: • Single Copy: £3.99, Subscription: £44.00 • Editorial Profile: • Unique amongst glossy magazines in that it delivers fashion, beauty and lifestyle via recognisable celebrities 78

rather than anonymous or intimidating models.InStyle makes celebrity style genuinely accessible.

• Target Audience: • ABC1, women 25-40. Style-conscious, affluent women who love to shop • Frequency: Monthly Contact: Editor-in-Chief Charlotte Moore Contact: 020 3148 7481 charlotte.moore@ipcmedia.co.uk 6. Grazia • Established: • Tuesday 15 Feb 2005 • Price: • Single Copy: £2.00, Subscription: £66.00 • Editorial Profile: • Women’s weekly fashion glossy. News, fashion and lifestyle in a fast, glamourous package for women • Target Audience: • 25-45 year old women.Typical readers of women’s monthlies • Frequency: Weekly / Tue Contact: Editor-in-Chief Jane Bruton Contact: 020 7520 6401 Jane.bruton@graziamagazine.co.uk

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7. Glamour • Established: • 01/04/2001 • Price: • Single Copy: £2.00, Subscription: £12.00 • Editorial Profile: • Accessible and achievable fashion and beauty styling.

Fashion ideas from the international runways and national high streets. Celebrity style and news. Real-life and international features • Target Audience: • ABC1C2 women aged 18-34 • Frequency: Monthly Contact: Editor-in-Chief Jo Elvin Contact: 020 7499 9080 Jo.elvin@condenast.co.uk 8. Love • Established: • 01/02/2009 • Price: • Single Copy: £6.00, Subscription: £12.00 • Editorial Profile: • Bi-annual fashion publication featuring inspirational ideas on trends developing in the fashion world and beyond.

• Target Audience: • Designers, artists and anyone with an interest in fashion.

• Frequency: Bi-Annual / Feb, Aug 80

Contact: Editor-in-Chief Katie Grand Contact: 020 7499 9080 Katie.grand@condenast.co.uk 9. Wonderland • Price: • Single Copy: £5.00 • Editorial Profile: • Spotlights contemporary visual culture - art, design, film - together with the latest fashion • Target Audience: • Affluent men and women of sophisticated tastes. AB consumers aged 25-45 • Frequency:4 issues per year / Feb/Mar, Apr/May, Sep/ Oct, Nov/Dec Contact: Editorial Director and Publisher Huw Gwyther Contact: 020 7243 9966 huw@wonderlandmagazine.com 10. i-D • Established: • 1980 • Price: • Subscription: £26.00, Single Copy: £6.00 • Editorial Profile: • Innovative, general interest young adults, magazine, covering music, street and catwalk fashion, clubs, films, books, ideas and people. Interviews, features and reviews

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illustrated with original graphics and photography • Target Audience: • 18-35+ year old style leaders opinion formers • Frequency: 6 issues per year / Feb, Mar, May, Aug, Sep, Nov Contact: Editorial Director Holly Shackleton Contact: 020 7749 7999 holly.shackleton@i-d.co 11.The Telegraph • • • • • •

Established: 1855 Price: Single Copy: £1.40 Frequency: Daily / Mon – Sat

Contact: Editor Ian MacGregor Contact: 020 7931 2000 Ian.macgregor@thetelegraph.co.uk

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12. The Guardian • • • • • •

Established: 1821 Price: Single Copy: £1.80 Frequency: Daily

Contact: Editor in chief Alan Rusbridger Contact: 020 3353 2000 alan.rusbridger@theguardian.com

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Appendix D: Celebrity dressing Celebrity

Stylist

Event

Justification

Felicity

Jessica Paster

13th May

Jones is a successful actress with a

Cannes Film

positive media reputation; she has

Festival

previous fashion experience as the face

Jones

of Dolce & Gabbana and Burberry. She was awarded in 2012 for the picture ‘Like crazy’.

Paloma Faith

Florence Welch

Karl Willett

Aldene Johnson

18th June UK

Paloma Faith is a British singer, Tour, Hampton songwriter and actress, known for her retro and eccentric style. . In Court 2012, Faith released her second studio album, Fall to Grace, which reached number two in the UK and has since been certified doubleplatinum.

24th June, The vocalist of Florence+the Glastonbury

Machine, Welch is a style icon, being

Music Festival

dressed by Gucci in 2011 for her summer tour and she performed at the Chanel show during PFW.

Emilia

Kate

3rd July

Clarke

Young

‘Terminator Genisys’ film premiere

Emma Watson

Sarah Slutsky

28th August, ‘Regression’ film premiere

Kate Winslet

Tanya Gill

11th September, ‘Triple Nine’ film premiere

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Famous for playing Daenerys Targaryen in HBO’s blockbuster, Game of Thrones; had her Broadway debut in 2013 by playing Holly Golightly in Breakfast at Tiffany’s.

Watson has become famous through Hermione Granger’s character in the Harry Potter series; in 2014 she was appointed as a UN Women Goodwill Ambassador.

Kate is the recipient of numerous awards such as the Academy Award, Emmy, Grammy and Golden Globes. She is best known for films such as Titanic and The Eternal Sunshine of a Spotless Mind.

Celebrity Emily Blunt

Stylist Jessica Paster

Event 18th September ‘Sicario’ film premiere

Justification Started her Hollywood career by starring opposite Meryl Streep and Anne Hathaway in The Devil Wears Prada. She starred in major films featuring Tom Cruise and Jonny Depp in 2014 and 2015.

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Appendix E: Press releases

Maria Lucia Hohan UK expansion Romanian luxury designer Maria Lucia Hohan is to expand in Britain within the next three months.

For immediate release. All media.

1st June: The brand will open a flagship store in London in early September, where customers will have access to all MLH collections available online, with the benefit of a full brand experience within the premises of a luxurious store.

Maria Lucia Hohan will start a social media campaign on Facebook, Twitter, Instagram and Pinterest in order to communicate with the customers and offer them chances to win prizes. Use the hash tag #MLHUK to see the brand’s content and be up to date with the latest news and announcements.

More details regarding the store’s location and opening date are to be released. #END Editor’s note: The campaign initiatives will start in early June.

Brand information: Maria Lucia Hohan started the eponymous brand in 2003, in Romania’s capital city, Bucharest at the young age of 23. She created elegant and affordable gowns which caught the attention on the Romanian media. 2010 was the year Marie Lucia Hohan reached a luxurious niche market: Hollywood. Ever since, countless celebrities, such as actresses Eva Longoria, Mila Kunis or E! News host Giuliana Rancic have been wearing her designs.

Hohan’s concept is to create provocative, yet innocent looking outfits which boost the self-esteem of the wearer and make her more feminine and playful. She perceives her designs as accessories that enhance the beauty and the personality of women.

Contact Sophia Pope, PR executive sophia.pope@mlh.co.uk #END FINAL

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Maria Lucia Hohan store opening Maria Lucia Hohan is to open a London-based store For immediate release. All media.

5th June: The luxury fashion house is to open its doors to the Londoners, on the 10th of September within an elegant store. The store will be located on 10, Albemarle Street in Mayfair, neighbouring Tiffany and Co. and Paul Smith.

Accompanying the store opening will be the launch of the MLH Autumn/Winter 2015 collection, a fresh approach of the brand’s designs but, at the same time, maintaining the brand’s essence and signature designs.

The designer states: “The designs are highly regarded and successful in the British market; therefore we have decided to bring MLH to London, so the customers will have the opportunity to physically interact with the brand and see the dresses in real life, so as to get an idea of the quality and craftsmanship.”

Maria continues: “The store will embody the brand through beautiful details; we hope it will become one of London’s ultimate fashion destinations.” #END Brand information: Maria Lucia Hohan started the eponymous brand in 2003, in Romania’s capital city, Bucharest at the young age of 23. She created elegant and affordable gowns which caught the attention on the Romanian media. 2010 was the year Marie Lucia Hohan reached a luxurious niche market: Hollywood. Ever since, countless celebrities, such as actresses Eva Longoria, Mila Kunis or E! News host Giuliana Rancic have been wearing her designs.

Hohan’s concept is to create provocative, yet innocent looking outfits which boost the self-esteem of the wearer and make her more feminine and playful. She perceives her designs as accessories that enhance the beauty and the personality of women.

Contact Sophia Pope, PR executive sophia.pope@mlh.co.uk #END FINAL

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Maria Lucia Hohan ‘Dream the Dress’ Competition Luxurywear designer to start social media competition #dreamthedressMLH For immediate release. All media.

31st July: Maria Lucia Hohan proudly announces the start of an Instabran based competition named ‘Dream the Dress’ which aims at its followers.

In order to participate, the followers are required to upload an image they consider best communicates the brand’s personality. The winning image will convey the elements of elegance, luxury, etherealness and exclusivity.

The participants must post the image accompanied by the hash tag #dreamthedressMLH in order to be considered for the competition.

The winner will receive an exquisite Maria Lucia Hohan dress from the Autumn/Winter 15 collection, which will be custom made so as to fit and flatter the winner’s figure.

The competition will commence on the 1st of August and will conclude on the 9th of August at 11.59 PM. The winner will be announced on the official Maria Lucia Hohan Instagram, Facebook and Twitter on the 10th of August, at midday.

The designer comments: “We wanted to offer our customers a one-of –a-kind chance to win a beautiful dress through a fun, exciting campaign. Good luck to everyone and I am looking forward to seeing your photos.” #END

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Editor’s note: The competition is aimed at Instagram users only; images uploaded on other social media platforms will not be taken into consideration, provided they feature #dreamthedressMLH. Brand information: Maria Lucia Hohan started the eponymous brand in 2003, in Romania’s capital city, Bucharest at the young age of 23. She created elegant and affordable gowns which caught the attention on the Romanian media. 2010 was the year Marie Lucia Hohan reached a luxurious niche market: Hollywood. Ever since, countless celebrities, such as actresses Eva Longoria, Mila Kunis or E! News host Giuliana Rancic have been wearing her designs.

Hohan’s concept is to create provocative, yet innocent looking outfits which boost the self-esteem of the wearer and make her more feminine and playful. She perceives her designs as accessories that enhance the beauty and the personality of women.

Contact Sophia Pope, PR executive sophia.pope@mlh.co.uk #END FINAL

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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-in-Chief, 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.” 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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www.marialuciahohan.com