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Friday 10th June 2016 Arushi Carlra CAR13387476 BA (Hons) Public Relations and Communication Year 2 Strategic Communication Planning Unit Niamh McEnery
CONTENTS SITUATION ANALYSIS About the Brand 2 SWOT 3 PESTEL 4 Issues and Opportunitues 5 Consumer Profile 6-7 Digital Platforms Analysis 8 Competitors 9 Past Collaborations 9 Past Press Coverage 10-11 STRATEGY Aims & Objectives 13 Key Messages 13 Overall Strategy 13 Anthony Roussel Profile 14 Identification of New Target Consumer 15 IMPLEMENTATION Tactics 18-19 Timeline 20-21 Target Media Plan 22 Press Releases 23-25 Desired Results Via Evaluation 26 APPENDICIES 26-37 BIBLIOGRAPHY 38-39 IMAGE REFERENCES 39
ABOUT THE BRAND LOEWE is a luxury fashion house of Spanish heritage founded by Edward Loewe Roessberg. The brand began as a collective for leather artisans in 1846 and is now a leading luxury vendor of leather goods and apparel (LOEWE.com, 2016). Today, under their relatively new creative director, Jonathan Anderson, the 170-year-old establishment is making a mark on modern times whilst still reflecting it’s past. With a revamped logo (see fig. 2), 150 stores around the world (ref BoF), and a number of iconic pieces, LOEWE exudes a simplistic yet luxurious and modern lifestyle. Five words that describe LOEWE are: Timeless, Luxury, Stylish, Functional and Quality-Concious. In it’s 170-year existence, LOEWE has always been a brand that gives back to it’s community by sponsoring various activities through the LOEWE Foundation. The LOEWE Foundation was started in 1988 by Enrique Loewe Lynch as a “private cultural foundation” (LOEWE.com, 2016). It supports the arts (poetry, dance, photography, and architecture) by being involved in exhibitions, educational programmes, and other activities that help promote arts movements, mainly in Spain. The LOEWE Foundation has also set up the LOEWE Craft Prize this year (2016) under the wing of Jonathan Anderson, which commemorates the art of craftsmanship and building awareness about a trade from the past in a modern day scenario. The prize winner will be announced in April 2017. Even with the status of a luxury brand under the wing of LVMH, LOEWE’s main struggle over the years has always been staying relevant to the modern day consumer without losing it’s heritage. In 2013, the appointing of Jonathan Anderson as creative director of LOEWE was a tactical move in order to create buzz around the brand again. With his androgynous collections and new ideas, the brand has taken a leap in terms of building and sustaining a beautiful dichotomy between modernity and heritage (Socha, 2014). Anderson’s aims for the brand lie in continuing to keep it youthful, whilst maintaining it’s craftsmanship and top quality leather goods whilst building a lifestyle around the bags and accessories by having garments to compliment them (Socha, 2014) and continuing to dabble in arts, crafts and other forms of design in order to stay relevant to the LOEWE consumer.
Fig. 2 - The old LOEWE logo (left) and the new LOEWE logo (right)
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SWOT ANALYSIS
STRENGTHS
WEAKNESSES
Strong core brand values and heritage Sticks to aquirky yet cool aesthetic, dichotomising Craftsmanship is very much still at the heart of the brand
Although the brand has been around for 170 years, it does not have the same kind of awareness as other brands that have been around for the same time.
Iconic bags - the Amazona, the Flamenco, the Puzzle Bag
Apparel does not sell as well as the accessories, bags, and shoes.
Casa LOEWE - concept flagship stores around the world that communicate the LOEWE lifestyle. The stores are almost museum like. (Tokyo, Milan, Miami, Singapore) Creative Director, Jonathan Anderson made the brand youthful, lively, and relevant again
Brand awareness is quite low in the UK No moving image has been made for the brand
Website is very informative and sticks to a simple aesthetic with bits of colour and large imagery which is very brand aligned. Instagram is eye catching and is used in a unique way that aids in develloping the brand’s visual identity #LOEWEProjects - a successful aspect of the brand where Jonathan Anderson tests how leather can be molded into anything (Furniture showcased at Salone Del Mobile, Milan)
OPPORTUNITIES
THREATS
To create moving image/film as part of a campaign to further distinguish the brand aesthetic to consumers and appeal to a younger consumer
Competition has an edge on the youth market with slightly lower price points and more approachable/trendaligned products: Balenciaga - Athleisure Trend Gucci - Prints & Social Media Aesthetic Hermes - Technology Collaboration
Build brand awareness within the UK region London is a hub for young creative talent which could be LOEWE’s potential consumer base Create LOEWE interiors and home decor to sell to consumers rather than keeping it a project
People will buy product that they are more familiar with and therefore might not buy from LOEWE Brands like Hermes - more well-known but with a similar aesthetic, has done collaborations with bigger brands/ companies (ex. Apple Watch) as well as niche designers
Fig. 4 – SWOT analysis for LOEWE
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PESTEL
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ISSUES & OPPORTUNITIES Looking at the SWOT analysis (see fig. 4) and the PESTEL diagram (see fig. 6), it seems that LOEWE has been a strong contender in manufacturing leather goods. Their values are strong and prominent, which they have used to their advantage in their brand “mantra” (Bertoli, 2014): PAST. PRESENT. FUTURE. Their main issue as a luxury brand is, although they are popular and their bags and accessories are doing well, many people still do not know who LOEWE is as a brand, even if they have heard the name before. Results from a questionnaire (see. appx. 2) about the luxury market asked survey-takers to rank brands in terms of familiarity. LOEWE had the lowest average of 2.84 out of 5, when brands like Gucci had an average of 4.76 out of 5. The brand’s low-key vibe, with collaborators who are not well-known and celebrity sightings that are not talked about much, could determine how many people remember the brand against brands like Gucci who are actively present and remembered in the consumer eye (Schiffer, 2015) An opportunity would be to work with a very niche collaborator who has interesting designs and would enable the brand to gain awareness in a unique way by being contemporary, minimal and staying true to LOEWE.
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CONSUMER PROFILE The current consumer that buys into LOEWE is: 25-35 years old Male or female Affluent/has a generous disposable income Boho Chic Androgynous style – wears gender neutral clothing or experiments with statement pieces from the opposite gender (see appx. 3) Relaxed, Free-Spirited, Casual Looks for quality, craftsmanship and timelessness in pieces Works in the design industry (architecture, art, design, film, craft) and is influenced by it Lives in a coastal city – near the beach or even the country-side Enjoys travelling to low-key, hidden cities Is interested in interiors and has designed their home in a very considered but quirky manner (see appx. 3) Lives in a rustic but contemporary apartment, lots of art and interestingly made furniture Enjoys reading and engaging in intellectual conversations, mainly about the art world, but also political and global conversations Likes to have time to laugh and relax in outdoor cafes/restaurants with friends
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ANALYSIS OF DIGITAL & SOCIAL PLATFORMS Website Loewe’s website is intricate and shows consumers a lot about the brand that they might not already know. The landing page is colourful and highlights key pages for viewers to move on to, for example: Shop Women, Marquetry in Leather, and Store Locater. These pages most probably reflect the most clicked-on pages and therefore, the website offers easy access to them. The website is also available in four different languages: English, Spanish, Japanese, and Simplified Chinese, which could reflect the who the consumers are. Surprisingly, Spanish is the only European language offered to view the website in, even though the brand shows their collections at Milan Fashion Week. On the left side of the page, there is a column which outlines all the pages that you can view on the website; there is a lot of information about the brand’s heritage and the projects that Jonathan Anderson and the LOEWE team and presently involved in, all of which would be interesting to a LOEWE consumer since they would be interested in the brand’s activities (LOEWE.com, 2016).
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Social Media According to Another Mag, LOEWE has one of the most interesting Instagram feeds as a fashion brand and is utilising the platform “artfully” (Singer, 2016) to document the brand’s growth. Although Loewe uses their Instagram feed in an visually pleasing way it still feels as if there is room to be more creative. The feed is a visual interpretation of LOEWE and could be used more like a portfolio of work than a space to outwardly promote (Instagram.com, 2016). LOEWE’s Instagram page has 324K followers. Their Facebook page and Twitter feed are quite similar in that they focus on delivering information to their consumers without much of a creative aspect. They do upload celebrity sightings and press clippings here which they do not cover on their Instagram feed. The brand is active in retweeting and interacting with other brands and press that talk about LOEWE. The posts feel more conversational and less formal than those on Instagram. LOEWE’s Facebook page has 560K followers (Facebook.com, 2016) and the Twitter feed has 79K followers (Twitter.com, 2016). LOEWE also has an official Pinterest page where they upload images from various collections and process into photo albums for the publics to access. Although their page is quite basic in terms of content, they still have 5K followers (Pinterest.com, 2016). There are some images that could not be found on other platforms, but were available on Pinterest.
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COMPETITORS The competitors for LOEWE are Balenciaga (see fig. 28), Bottega Veneta (see fig. 27), Gucci (see fig. 26), Lanvin (see fig. 25), and Hermes (see fig. 29). Like LOEWE, they have the same target consumer of 25-40 year old women and men. Balenciaga, Gucci, Lanvin, and Hermes cater to the younger market as well as an older one which is something that LOEWE has been struggling to do, even though Jonathan Anderson believes that their consumer is young (Socha, 2015) Another difference is that although luxury brands like LOEWE, Balenciaga, Hermes and Gucci are popular aspirational brands for consumers that might not have the kind of disposable income to buy into luxury goods. Bottega Veneta and Hermes both specialise in leather goods as well giving LOEWE another threat. Many times, LOEWE has been talked about as the “avant-garde competitor to Hermes” (Mower, 2016), clearly stating how similar the two brands are.
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PAST COLLABORATIONS Since 2013, when Jonathan Anderson took the reins at Loewe, he has incorporated a number of collaborations into the brand’s identity. These collaborations help build the Loewe lifestyle and tries to tap into different areas of art, craft, and design in order to showcase a different side to the brand. Some of these collaborations include:
LOEWE X Junya Watanabe (see fig 30) The pair partnered up to create a “hybrid denim-leather collection” (Graham, 2013.) to commemorate Spain and Japan’s 400-year partnership. More importantly, it engaged with the large percent of Loewe’s consumers who are Japanese. The collection did quite well and is the most press-covered collaboration of Loewe’s till date. This is because Junya is a well-known, edgy designer who is interesting – people want to know what he is doing. The collaboration, being based on a political anniversary, showed the two brands’ involvement with aspects out of fashion and was a great way to marry design into politics. LOEWE X John Allen (see fig. 32 & 33) John Allen is a talented British textile/knitwear designer who although is amazing at what he does, is quite low-key himself. This collaboration came about when Jonathan Anderson saw Allen’s textiles at a an exhibition in the Milinery Works Gallery, Islington. Soon after, John Allen’s prints were available on a capsule collection of summer accessories from beach towels to bags (John-Allen-london.co.uk, 2016.). The reason this collaboration worked is because the two entities shared similar aesthetics and the designs married well on the LOEWE product. This collaboration must have been successful, as the two have just announced a second collaboration that is available in store now (June 2016). LOEWE X Meccano (see fig. 31) To commemorate LOEWE menswear, Jonathan Anderson decided to collaborate with toy makers Meccano to create shoes, bags, accessories and clothing. Although the collection got praise, the amount of press about it being a collaboration was little to none. Fig. 30
Fig. 31
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PAST PRESS COVERAGE Although LOEWE is a low-key luxury label, the brand still does get a lot of press coverage. It seems like they are not in the public eye, and yet they still get a decent amount of coverage in shopping pages, main fashion shoots, as well as feature articles.
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STRATEGY
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MAIN AIM To build brand awareness within the UK design/creative industry and reinforce the brand’s values in a way that consumers will relate to.
OBJECTIVES Increase main media coverage in UK press over the 6 month period Aim press coverage towards leading design press and national press to gain a new following Continue working with fashion press to engage current consumers Increase footfall of current and potential customers in London flagship store Although the store is small, it is the brand’s only store in the UK. It’s location, although pristine, still lacked a buzz around it and the store is the space to explore all things LOEWE.
KEY MESSAGES To encapsulate the past, the present and the future through the alliance of LOEWE’s leather artistry, Anthony Roussel’s sculptural patterns, and their love for great design.
OVERALL STRATEGY LOEWE will collaborate with British designer Anthony Roussel to create a capsule collection of accessories, bags, and jewellery. Parts of the collection will recreate Roussel’s paper designs in leather through laser cutting techniques; other parts of the collection, like the jewellery, will incorporate Roussel’s wood carving expertise combined with LOEWE’s mastery of leather. The collaboration will be launched in tune with Anthony Roussel’s show space at Clerkenwell Design Week in May 2017.
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COLLABORATOR PROFILE: ANTHONY ROUSSEL Anthony Roussel is a multidisciplinary designer from the London, UK. He started his own jewellery line, Anthony Roussel Jewellery, in 2006 which mainly showcased wood-carved bracelets and rings. With his jewellery line, he gained a lot of popularity and has won a number of awards for his intricately carved jewellery (Akwisombe, 2016). In 2014, he decided to venture into the creation of sculptural surfaces with a new label called Atelier Anthony Roussel. The collection consists of “sculptural surfaces made from layers of strategically cut wood” (Williamson, 2014). These pieces of geometrically cut patterns can be used on interior or exterior surfaces in place of tiles or panels (Williamson, 2014). Roussel has a very strong bond with wood as a material to work with, which is similar to LOEWE’s affiliation with leather and how it has played a huge role in the brand’s development. There are other similarities between Anthony Roussel and LOEWE such as their passion for perfection within craft. LOEWE is known for acknowledging craftsmanship within the brand through having their own LOEWE Craft Prize (LOEWE.com, 2016), Roussel on the other hand shows his love for craft by pursuing it and growing as a designer.
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I just love the idea of applying contemporary processes to such a natural product [wood]. It has a lot of character. Rich with a past life, that's the way I see it.” Anthony Roussel in an interview with George Atherton for Material Lab
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NEW CONSUMER MARKET Because this collaboration is targetting the design and creative industry within the UK, the consumer will be a little different to LOEWE’s current ideal consumer (see appx. 3). This new consumer will: Be between 22 - 40 years old. Live in the UK, more precisely in London; maybe they commute into the city quite a bit. Fig. 44
Have a generous disposable income. Be working in and interested in the design industry. Enjoy going to design fairs within the country and abroad. Be concious of their style choices but not over-bearing in their selection; they are quite relaxed about their daily look and have similar aesthetics throughout their wardrobe. Avid readers of daily papers like the Evening Standard and The Independent. Follow news on design platforms like Wallpaper* and Design Milk, but also engage in fashion press like Vogue Online or GQ.
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IMPLEMENTATION
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TACTICS There are a number of tactics that will be implemented over the 6-month period in order to ensure a successful campaign. They are:
1. Media Relations: Press Releases
2. Media Relations: Press Coverage
LOEWE will distribute a number of press releases to publications in order to build hype around the collaboration and so that all media has the same basic information. The first press release (see pg. 24) will be made available in March, two months before the launch. This will make publications aware that there is a collaboration and will build hype amongst consumers.
This collaboration will aim at titles that are engaged in the design industry and the fashion industry. It will also aim at UK national papers and magazines to engage with the target consumer.
Wallpaper* Magazine will feature an exclusive interview with Jonathan Anderson and Anthony Roussel about the collaboration and how exciting it was being involved with Clerkenwell Design Week. This piece of coverage will mainly be aimed at the design community. LOEWE has also been featured in Wallpaper* many times about their runway shows and their appearance at Milan Del Salone 2016, amongst other articles. The publication always writes about collaborations between the art, fashion and design world, hence would be perfect for this exclusive. Other publications that will cover news about LOEWE and Anthony Roussel at Clerkenwell Design Week are: Design Milk, DeZeen, TimeOut London, The Independent, The The third press release (see pg. 26) will be made available in August, when the capsule collection will be distributed amongst LOEWE concessions and international Casa’s in order to Guardian, Cereal, i-D, Another Magazine and WWD. engage with the current LOEWE consumers around the world and allow them to buy into the In terms of the actual product launch, that Evening Standard Magazine will have an exclusive collaboration as well. first-peek at the collection, writing about the inspirations and how the collaboration came about and also mentioning Clerkenwell Design Week. Other publications that will cover the product launch will be: Vogue/Vogue Online, ELLE, High Snobiety, The Independent, Sunday Times Style, Design Milk, Another, W Mag, WWD, and DeZeen. The second press release (see pg. 25) will be made available 10 days before (May 13th) Clerkenwell Design Week in order to confirm LOEWE’s presence at the event and the activities that they will be hosting with Anthony Roussel. These activities at CDW17 are mainly to build awareness of the brand in a design-centric atmosphere and introduce them to the likes of LOEWE if they did not already know about the brand.
3. Social Media: Building Hype In order to engage with current and potential consumers directly, LOEWE and Anthony Roussel will upload a series of teasers on their social media accounts (Instagram, Twitter and Facebook) to lead up to Clerkenwell Design Week and the product launch. This will be a mix of still and moving image.
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4. Event: Clerkenwell Design Week (May 23 – May 25)
6. Celebrity Sighting: Wimbledon
At Clerkenwell Design Week, there are a lot of events and activities that help educate, network, and engage with the future of design amongst creative individuals (see appx. 4). Jonathan Anderson and Anthony Roussel will host three events at the festival to commemorate their collaboration.
Although LOEWE is a low-key luxury brand, many celebrities still enjoy wearing the brand. Since Wimbledon is a huge, British-centric event with celebrities from all over the world gathering at one event, it would be a prime opportunity to have a paparazzi image of the new capsule collection to raise consumers’ awareness about the product. Kim Murray (née Sears), wife of Andy Murray and a great style icon, will be seen at Wimbledon donning the new capsule collection.
The first will be a talk about the growth and importance of craftsmanship in the future of design. This talk will be conducted by Jonathan Anderson and Anthony Roussel in the afternoon of the first day. The second event will be a workshop where Roussel will engage with individuals to create paper designs. This event will take place in the afternoon of the second day. The third event will be a drinks evening where Jonathan Anderson and Anthony Roussel will allow a space for networking, as well as, creating buzz around the collaboration. All three events will take place in the Craft Central Showroom, where Roussel’s work will be shown and all events will be promoted through the festival and through LOEWE and Anthony Roussel’s social media channels.
Kim is a great ambassador for LOEWE as she is within the age range of consumer that the brand is trying to engage with. Also, she studied to be an artist (Tatler. 2016) and she has previously portrayed a slight boho-chic look at Wimbledon. She is also a major style icon for the tournament as one of the most famous tennis WAGs, without the negative connotations of being a WAG (Tatler, 2016). 7. Event: Launch of collection internationally and to concessions
5. Event: Media Product Launch (May 29)
The final part of the strategy would be to make the capsule collection available to be bought in other stores and concessions, in order to engage with existing consumers who live outside To celebrate the launch of the collection in an intimate setting for press, LOEWE and Anthony and around London and the UK. This will be done through a press release (see pg. 26) and Roussel will host a launch event in the LOEWE flagship store in London. The event will occur LOEWE’s social media channels. in the early evening where invited press and bloggers can have a first-hand look of the new collaboration pieces. For the evening, Anthony Roussel would have designed the store windows and put his sculptural surface tiles up for display around the store; there will be drinks and finger food available to serve to the guests. Since the store is small, only selected press will be invited for a sneak peek (see guest list on page 23).
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TIMELINE This timeline outlines the important events that are involved with this campaign and where they sit in the 6-month period.
CDW RELATED POSTS
BUILD SOCIAL MEDIA HYPE
PRESS RELEASE #2
PRESS RELEASE #1
MARCH
APRIL
MAY
CDW 2017 WALLPAPER* MAG INTERVIEW
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POST ABOUT LAUNCH
LAUNCH EVENT ES MAG EXCLUSIVE
TWITTER/FB POST ABOUT WIMBLEDON PRESS RELEASE #3
JUNE
JULY
ANTHONY ROUSSEL EXHIBITS SURFACES IN-STORE AND DESIGNS STORE WINDOWS
AUGUST
LAUNCH PRODUCT TO CONCESSIONS AND INTERNATIONAL CASAS
CELEBRITY SIGHTING AT WIMBLEDON
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TARGET MEDIA LIST For the duration of the 6-month campaign, different publications will be targetted at different times. Here is a list of the most important publications to target and what angle to approach them:
MAIN FEATURES Wallpaper* Magazine Evening Standard Magazine LOEWE creative director, Jonathan Anderson and British multi-disciplinary artist, Anthony LOEWE launches new capsule collection in collaboration with designer Anthony Roussel at Roussel sit down with Rosa Bertoli and discuss craft, design, and collaboration after CDW17. London flagship store on Mount Street – ES Mag got the first look into the collection. (Cover Feature - April 2017) OTHER COVERAGE: CLERKENWELL DESIGN WEEK
Overview of DeZeen’s visit to CDW17
Most exciting things to see at CDW17
Is the Fashion X Design trend making it’s comeback?
LOEWE hosting events at CDW with Anthony Roussel
OTHER COVERAGE: PRODUCT LAUNCH
Ready to take a look into the LOEWE collaboration with Anthony Roussel
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LOEWE and Anthony Roussel launch their collaboration
LOEWE’s capsule collection with Anthony Roussel - overview
Editor’s picks page
LAUNCH EVENT GUEST LIST As stated earlier, because the LOEWE flagship store in London is small, the launch event for the caspule collection will consist of a very considered handful of press and bloggers. Here is a suggested guest list for the event:
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Fig. 49 and Fig. 50 show Fashion Editor for The Independent. Alexander Fury (left) and blogger, Susie Bubble carrying LOEWE bags
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PRESS RELEASE #1
LOEWE announces collaboration with British Designer, Anthony Roussel LONDON, March 15th, 2017 – Luxury leather specialists, LOEWE, have announced a new collaboration with British designer, Anthony Roussel. The collaboration will be launched in harmony with the 8th annual Clerkenwell Design Week, happening in May this year. The capsule collection will consist of bags, accessories and jewellery that incorporate Roussel’s intricate wood carvings and LOEWE’s mastery of leather all in one. “This collaboration will showcase the strengths of both LOEWE and Anthony Roussel. Anderson has already tried his hand at coating wooden furniture with leather for Salone Del Mobile in Milan, so we are excited to see how he will work with Roussel to marry the two materials in what will be a fantastic collaboration” thrives Lisa Montague, CEO of LOEWE. “As my first collaboration with a fashion brand, I am excited to be partnering on a collection with LOEWE,” says Anthony Roussel, “I think our aesthetics work in tune with each other and Jonathan and I have similar visions for our respective brands.” The capsule collection will be exclusively available for sale at LOEWE’s flagship store on 125 Mount Street from June onwards.
Notes for Editor • LOEWE is a fashion luxury house with Spanish heritage. The brand specialises in the mastery of leather. • Anthony Roussel is an award-winning British jewelery designer and a sculptural surface designer who has showcased his designs at design fairs in London and internationally before. • Clerkenwell Design Week 2017 will occur from May 23rd to May 25th 2017.
Press Contact: Arushi Carlra LOEWE Account Manager UK +44 (0)7 923 255 795 arushi@aipr.co.uk Ends. 24
PRESS RELEASE #2
LOEWE and Anthony Roussel Confirm Stall at Clerkenwell Design Week 2017 Prior to Capsule Collection Launch LONDON, May 13th, 2017 – Luxury design-concious label, LOEWE, is making its first appearance at this year’s Clerkenwell Design Week, happening from May 23rd to May 25th, 2017. The fashion house is commemorating a collaboration with British multi-disciplinary designer Anthony Roussel by hosting three events at his stall. Roussel’s stall will be located in Craft Central’s showroom. “We are extremely excited to introduce our partnership with Anthony Roussel through Clerkenwell Design Week,” beamed Jonathan Anderson, LOEWE’s creative director, “This is LOEWE’s first time at a design week in London and we look forward to sharing our passion of craft and design with everyone who attends our events.” LOEWE and Roussel will host three events for the duration of Clerkenwell Design Week 2017: 1. A talk about the importance and growth of craftsmanship for the future of design with Jonathan Anderson and Anthony Roussel 2. A workshop with Anthony Roussel in creating your own paper crafts 3. A drinks evening to celebrate the three-day festival
Notes for Editor • Craft Central’s showroom is located at 33-35 St John’s Square, London EC1M 4DS • All events are free as part of Clerkenwell Design Week as long as you register at www.clerkenwelldesignweek.com • These events are happening in tune with LOEWE’s collaboration with Anthony Roussel on a capsule collection of bags, jewellery, and accessories, which will be launched in June 2017.
Press Contact: Arushi Carlra LOEWE Account Manager UK +44 (0)7 923 255 795 arushi@aipr.co.uk
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PRESS RELEASE #3
LOEWE capsule collection with Anthony Roussel will now be available online, in concessions and in Casa LOEWE Stores Internationally LONDON, August 4th, 2017 – LOEWE and Anthony Roussel’s capsule collection of bags, accessories, and jewellery, which was exclusively available at the LOEWE flagship in London will be available to purchase online, in concessions and in Casa LOEWE stores internationally. The luxury leather house launched the collaboration earlier this year to commemorate design and craftsmanship. “We wanted to keep it exclusive to London for a couple months to celebrate Anthony’s showcase at Clerkenwell Design Week 2017,” said Lisa Montague, CEO of LOEWE, “but, we are very pleased to now share this beautifully designed capsule collection to our consumers around the world.” The collaboration will be available in Casa LOEWE stores located in Milan, Tokyo, Miami, and Singapore, as well as in concessions around the UK like Selfridges and Harrods. Notes for Editor • LOEWE is a fashion luxury house with Spanish heritage. The brand specialises in the mastery of leather. • Anthony Roussel is an award-winning British jewelery designer and a sculptural surface designer who has showcased his designs at design fairs in London and internationally before. • This capsule collection was launched in June, right after Clerkenwell Design Week 2017. • Anthony Roussel’s sculptural designs will continue to be showcased in LOEWE’s London flagship store • LOEWE online store: http://www.loewe.com/
Press Contact: Arushi Carlra LOEWE Account Manager UK +44 (0)7 923 255 795 arushi@aipr.co.uk 26
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DESIRED RESULTS VIA EVALUATION Looking back at the aims and objectives that are set up for this 6-month campaign, there are different techniques that will be used to measure their success. The first objective of the collaboration is: To increase main media coverage in UK press over the 6-month period. To calculate the success of this, it is necessary to look back at how much coverage LOEWE retains in a month. Just through a simple Google News search, it can be seen that LOEWE appears in about 15 pieces of press coverage a month from publication that would be read in the UK. The rest of the coverage that they gain, would be international news from Europe or South East Asian countries (see appx. 5). To credit this campaign as a success, the press coverage gained should be no less than 20 pieces of coverage for the duration of the 6-months. This will be monitored, and measured through the size of the feature (main article/shopping page) and the recognition of the publication titles. For example, if Vogue UK placed the LOEWE collaboration on a shopping page, it would still be credited highly, due to the piece being in Vogue. The second objective of the collaboration is: To increase footfall of current and potential customers in London flagship store. As mentioned in the shop report (see appx. 1), when there is an event happening in-store, more people gather into it. In order to communicate the launch to the most people possible, LOEWE will have little flyers available at Clerkenwell Design Week, they will also write about the launch in their newsletter to send to their current database, amongst other things To calculate the increase of footfall in to the store, the brand will keep short questionnaires at the till and around the store for visitors to fill out. Retail staff can also request them to fill out a form on arrival at the store. Lastly, to ensure the success of the overall campaign via social media, a hashtag will be issued to be linked to the collaboration - #loeweXroussel. The number of images posted on various social media channels will be counted to make sure that the brand is gaining coverage through this collaboration.
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APPENDICIES APPENDIX 1 - LOEWE SHOP REPORT Shop Report: Visit the flagship store in London. If there is no store in London, consider which City the flagship store is located in and what that says about the brand? Consider the context of the city. What street is it located in? Consider the context of the street – what other shops are found on the street in terms of brands/market level/style. The London flagship store is located on 125 Mount Street. It is one of the most popular retail streets for high-end luxury brands, just off Oxford Street. The store is located opposite Christopher Kane and Roksanda. With Lanvin, Nicholas Kirkwood, and Carolina Herrera in the vicinity as well. It is a corner plot, which gives it space to have 2 window displays.The location fits the store, as the red brick buildings adds to the old/heritage feel of the brand. Also, the street is very quiet and calm; this can add to the quaint feeling amongst the store. Describe the product? What is the range of products like? Their main focus is mastery in leather, therefore most of the product they showcase in the store are the leather bags and accessories. The clothing rail they have is very small, at the back of the store, making the accessories the main highlight of the brand.Their clothing range in store is very small (one rail/two max). They do have a number of mannequins around the store displaying their clothing. How would you describe the style of the product? The style of the Loewe product is quite androgynous, from their accessories and bags to their clothing. There was a woman in store buying a sweatshirt and the sales assistant was showing her menswear as well as womenswear because the menswear was quite feminine. This is core to the aesthetic of Loewe’s creative director, Jonathan Anderson, who’s work is always quite androgynous. Identify the key product/core item/s they sell? Key product are their bags. The main bag at the moment is the Puzzle bag, which comes in multiple different colours. Some are seasonal and others are staples. Their other iconic bag is the Amazona. They were also selling a brooches from collaboration they did with Spanish artist, Ramon Puig Cuyas. What does the store look like inside – describe the interior? Consider furnishings, layout, colour scheme, signage, displays, etc) The store was quite simple with wooden shelves and floors. They had a few cushioned white carpets under vitrines that displayed brooches and other accessories. Each vitrine was layered with jute before the product was placed. The colours were quite natural, and fit well with their signature Oro colour. They had lighting on top of the shelves to showcase their bags and make them stand out. Describe the size of the store? How does it work in relation to the stock? It was quite a compact store but the space was used well and did not feel cramped. With the fact that most of their product is bags and accessories, they do not need that much space and therefore, the size of their store is quite perfect. How would you describe the balance of product categories within the store? 70% of the store was made up of their leather bags. The rest of the 30% was made up of clothes and accessories. Are there product categories that are not part of the main offering but add to the brand identity? They currently have a collaboration line of brooches designed by jewelry designer Ramon Puig Cuyas in their store which adds to their flair for craftsmanship, design and functionality. How would you describe the layout in terms of navigation? Is it easy to navigate? Too much stock? Too little stock? It is quite an easy store to navigate because it’s quite compact. The stock is neatly displayed and space out so it does not look crammed. There are a number of different colours to show consumers what there is to offer. In terms of Jonathan Anderson’s love for interiors and architecture, it was simple and shows that they focus more on the aesthetic of their Casas. What does the store smell like? The store smells like leather. What is the lighting like? (Bright, dim, ambient) The lighting is quite calming but yet highlights the bags that they are selling. It’s not too bright but not too dim. The windows are quite big as well, so there is a lot of natural sunlight. What type of music genre do they play? Is the music loud or soft? Is it live (live DJs), prerecorded or a radio station? The store was not playing any music. This is possibly because there was an artisan crafts-woman making a Loewe Puzzle bag live in the store to commemorate London Craft Week. Is the environment busy? Quiet? Describe. At the time I was in the store, which was around 12.30pm on a Thursday, the store was quite busy. There were a number of middle aged women, between 28-45, that came in to look at product, clothes and accessories, but were also drawn to watch the Puzzle bag being made. What is the overall ambience (mood) of the store? Calming, vibrant, an oasis from the main street, hip, cool, modern. The store was quite vibrant and bright, with natural colours and textures (like wood). It fit in well with the vibes of Mount Street – very luxury, very subtle. What sort of point of sale items do they have in store? How does it add to the ambience? Their point of sale items were definitely the Puzzle bags. Because they had them in so many different colours and sizes, they added a quirky, fun aspect to the otherwise plain and simple store. Describe the shop windows? How does it add to the brand? There were two shop windows because the store is on a corner plot. The main window display was again simple, just showcasing the colourful bags. The bags were placed on weird shapes, which added to the brand’s love for architecture and design. What is the service like? (Are there people on the shop floor? Are they all behind the till? Do they approach you? Are they polite? Are they knowledgeable about the product?) The service was great. The store staff seem to have a lot of knowledge about the brand itself – like where the collaborations came from, what the brand stands for, how to use the product, etc. They were aware of everyone that walked in, gave them room at first and then asked if they needed anything. They were able to explain details about the product.They were of different nationalities – there was a Spanish staff, a Chinese staff, among others. This might suggest the nationalities that walk in to the store and essentially buy into the brand. Service – Do they wear a uniform or if not how do they present themselves (consider shoes as well)? Is there a certain manner in which they are groomed or made up (consider makeup, hair, nails)? The store staff wore all black and were groomed well. They were done up in a very simple manner which sat well with the overall aesthetic of the brand, especially this store in London.
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What is unique about the store? What does it do that no other store does? The store is very sleek in it’s design. Also, the fact that they had a woman from their workshop in Madrid at their store for London Craft Week was unique and engaging to consumers. Is there anything that makes you want to stay in the store? The product is interesting and appealing, I think that was the biggest factor to stay and continue looking and being in the store. Other than that, the fact that I visited the store during London Craft Week, when there was an activity going on in the store, that played a major role in me staying.Many of the other people in store were staying because they were fascinated in the craft behind making the Puzzle bag and watching the woman from Madrid make the bag in front of us was cool. Is there anything you can take home with you? There were leaflets and booklets for London Craft Week that anyone could take. Other than that no. What sort of events do they have in store? When I visited, I was lucky to have an event happening in-store on the day. Because it was London Craft Week, the brand had brought in a woman from the workshops in Madrid to show consumers and store-visitors how the Puzzle bag was made and put together. Are there any collaborations with the brand that is available in store? How is this promoted in the store. Where does it sit in the store? Does it have a dedicated space? What does the salesperson say about this collaboration? Is there any marketing material available in store. Was there an instore event to promote this collaboration? There was work of jewellery designer, Ramon Puig Cuyas being showcased in the store. The designer is one artist that LOEWE have done a collaboration with in the past and created brooches and prints on sweatshirts. The brooches sit in vitrines in the centre of the store.
APPENDIX 2 - QUESTIONNAIRE The aim of this questionnaire was to gain a general insight into who the LOEWE consumer is. The survey also attempted to see how people ranked LOEWE and their luxury competition in terms of familiarity. Results show that LOEWE scored a low average of 2.84 out of 5, with 26% of survey-takers stating that they do not know anything about the brand, which is not a good result. The questionnaire also aimed to see what the most important factors were for a consumer to buy into a brand. The campaign was created with these results in mind.
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APPENDIX 2 CONTINUED - QUESTIONNAIRE
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APPENDIX 2 CONTINUED - QUESTIONNAIRE
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APPENDIX 3 - FURTHER CONSUMER RESEARCH Here are some articles from the Evening Standard Magazine and The Sunday Telegraph: Stella Magazine which outline the LOEWE consumer further:
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APPENDIX 4 - CLERKENWELL DESIGN WEEK Clerkenwell Design Week is a great hub for design intellectuals from all kinds of creative industries come together to exhibit and learn about the industry today. The event has a focus on interior design and architecture, but does have art installations, photography, and other interestingly designed pieces on display at various stands. The majority of people that were present were: 1. People that worked in the creative industry (architecture, design studios, interior showrooms, graphic designers, etc.) 2. People whose offices were based in Farringon/Clerkenwell area and dropped in to the see what was happening 3. Students who want to pursue some sort of design field in their future. Since the fair was not particularly fashion-centric, the number of brand and trend junkies was not as many as it could have been. Most people that attended were wearing jeans, a t-shirt and sneakers on. I was able to stop a few people to ask them about how they feel about the likes of a multi-disciplinary designer working with a luxury fashion brand and what their thoughts are about the current luxury market. Person One (25, Architect, Female): “I think it would be a cool idea, I mean yes it’s been done before but design trends are across the board and to see the coming together of two brands to build on the same idea. Luxury fashion is way too expensive, but sometimes you just want it!” Person Two (34, Graphic Designer, Male): “In terms of the current luxury market, I don’t really follow it. I know the big names like Louis Vuitton and Gucci, but I like to buy more streetwear. I guess I would invest in a bag or something, if it really stood out to me. If you’re talking about a really new and niche designer collaborating with a luxury brand, yea I would think about buying into it - would definitely check it out.” I asked Person Three about having events at Clerkenwell Design Week. Person Three (27, Interior Design Showroom Salesperson, Male): “CDW is amazing! I’ve been coming for 3 years now and a lot has changed - it just keeps getting better. It’s a great place for networking and learning about the industry you’re in.”
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APPENDIX 5 - GOOGLE SEARCH OF NEWS ABOUT LOEWE
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IMAGE REFERENCES Fig 1 - http://www.idolmag.co.uk/wp-content/uploads/2016/01/loewe.jpg Fig 2 – http://www.cldol.com/newbrand/upload/loewe-new-logo_02.jpg & http://logonews.fr/wp-content/uploads/2014/06/Logo_Loewe.jpg Fig 3 – http://www.loewe.com/media/catalog/product/cache/1/small_image/528x648/040ec09b1e35df139433887a97daa66f/3/_/3_5.jpg Fig 4 – SWOT Analysis for LOEWE Fig 5 – http://1.bp.blogspot.com/-RJ5QFOiAnS8/U8DhHflx8hI/AAAAAAABA-U/VxXedRdPmQg/s1600/Loewe-SS15+(1).JPG Fig 6 – PESTEL analysis about LOEWE Fig 7 – https://i-d-images.vice.com/images/2015/12/16/untitled-article-1450278113-body-image-1450278439.jpg?output-quality=75 Fig 8 – https://slashitmag.files.wordpress.com/2016/01/loewe-fall-2016-menswear-pfw-15.jpg Fig 9 – https://36.media.tumblr.com/2a79beeb85b06d66e08292d968c51d31/tumblr_nvi6erlECd1s3u542o1_500.jpg Fig 10 – http://data.whicdn.com/images/186519036/original.jpg Fig 11 – Scan from Stella Mag Fig 12 – http://cocoluxur.com.au/wp-content/uploads/2016/04/ARTDECO4.jpg Fig 13 – https://scontent.cdninstagram.com/t51.2885-15/s640x640/sh0.08/e35/10387951_924772567630458_1357221243_n.jpg?ig_cache_key=MTIxMDE3NDg5MDg4Mzg3NTY3MQ%3D%3D.2 Fig 14 – http://dazedimg.dazedgroup.netdna-cdn.com/492/azure/dazed-prod/1090/8/1098709.jpg Fig 15 – http://media.cntraveler.com/photos/56e1987a42df77ed35aa0c56/master/pass/gonzalo-machado-pedraza.jpg Fig 16 – http://cdn.revistaad.es/uploads/images/thumbs/201444/loewe_lleva_a_carvajal_a_tokio_808785817_800x1200.jpg Fig 17 – http://www.vogue.com/wp-content/uploads/2016/05/09/01-mommy-and-me-tbilis.jpg Fig 18 – http://static1.squarespace.com/static/565f8001e4b066b69a8dabff/56d75977d51cd4a272d3cbb6/56d7c70fcf80a15f84d7c683/1456981780595/assortment+of+crostini.jpg Fig 19 – http://www.patriciaurquiola.com/wp-content/uploads/2015/03/Tierras-for-Mutina-131.jpg Fig 20 – Scan from Evening Standard Magazine (March 18th, 2016); pg. Fig 21 – Screenshot from LOEWE website homepage Fig 22 – Screenshot from LOEWE Instagram page Fig 23 – Screenshot from LOEWE Twitter page Fig 24 – Screenshot from LOEWE Facebook page Fig 25 – http://thebestfashionblog.com/wp-content/uploads/2014/06/Lanvin-Resort-2015-4.jpg Fig 26 – http://unbiasedwriter.com/wp-content/uploads/2015/11/gucci-cruise-2016-collection-14.jpg Fig 27 – http://fabfashionfix.com/wp-content/uploads/2013/12/BottegaVeneta_011_1366.1366x2048.jpg Fig 28 – http://static.vogue.ru/collection_image/457/83e/balenciaga_005_2000_8c36757f9b8d6661296c1f558d.jpg Fig 29 – http://defile.hermes.com/femme-ah16/medias/backstages/26.jpg?v=0.1.15 Fig 30 – https://encrypted-tbn3.gstatic.com/images?q=tbn:ANd9GcTf0bUOwqldnc9NXHofYHT279Yk1R9zejKjWS7T5RqaDSENMPoFig 31 – http://2.bp.blogspot.com/-TpE3GwAr1ag/VMjdmtJuXtI/AAAAAAAACCQ/S5GkiXbtUWw/s1600/loewe_ss15-mens-collection1-sml.jpg Fig 32 – Screenshot from Vogue.com Fig 33 – Screenshot from HighSnobiety.com Fig 34 – Scan of Evening Standard magazine cover (March 18th, 2016) Fig 35 – Screenshot from New York Times online Fig 36 – Screenshot from Wallpaper.com Fig 37 – Screenshot from BOF.com Fig 38 – Screenshot from WWD.com Fig 39 – http://www.2luxury2.com/wp-content/uploads/LOEWE-x-JohnAllen.jpg Fig 40 – https://s-media-cache-ak0.pinimg.com/736x/1c/d0/ca/1cd0ca7ed07428985780d7335b6b0a30.jpg Fig 41 – http://66.media.tumblr.com/cac6a8647630329a553865ae0325d96f/tumblr_ne1styo2mK1tjr8gro1_1280.jpg Fig 42 – http://0.design-milk.com/images/2014/11/Anthony-Roussel-Wood-Surfaces-1-Etage-colour.jpg Fig 43 – http://66.media.tumblr.com/1ef284d959125188a4f648c37730b54b/tumblr_nku8s4JXd01tjr8cto1_1280.jpg Fig 44 – http://66.media.tumblr.com/d683659789f625305df27a37e7c79e4d/tumblr_ne1tcu5lSf1tjr8gro1_1280.jpg Fig 45 – http://www.loewe.com/media/catalog/product/cache/1/small_image/528x648/040ec09b1e35df139433887a97daa66f/4/_/4_2.jpg Fig 46 – http://www.loewe.com/media/catalog/product/cache/1/small_image/528x648/040ec09b1e35df139433887a97daa66f/2/_/2_2.jpg Fig 47 – http://cdn.wallpaper.com/main/galleries/15/10/loewe2.jpg Fig 48 – http://cdn.wallpaper.com/main/galleries/15/10/loewe3.jpg Fig 49 – https://s-media-cache-ak0.pinimg.com/736x/d7/3f/0b/d73f0bb8b8e709906799b669badbbb5a.jpg Fig 50 – http://www.stilinberlin.de/wp/wp-content/uploads/2010/02/4327451455_754d10d4e4_b-540x810.jpg
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