Logo Ideas…
Brand development
T r e n d s …
23 year old woman Boyfriend and child Blogger Comfort clothing Into new trends Minimal colours
20 year old man Student/ part time photographer Experimental with clothes Lives with boyfriend Goes exhibitions in London Lives in Edinburgh Tests out makeup
35 year old woman Fashion designer Loves marble prints Avant garde style Professional Single Thailand is favourite place Minimal hair and makeup
24 year old man Music enthusiast 70s era expert Modern prints Apprentice architecture
Notices little details Lives in shared house London life Very open minded
Valerie Basic Serious Parisian
Primary Youthful Minimal
Neutral Nature Lace Colour Block Traditional Architecture Building inspiration Androgynous Silhouettes Environmental Soft Shape Dark Classic Peaceful Chic
Valerie is a French brand that originated back in 1992 in a small shop in Paris. Valerie Moreau and her husband opened the shop intending to create a small business to keep them from going under unbeknownst how their business would grow. Within five years they had opened a large flagship store in the high end fashion end of Paris which is where they still remain to this day. In the years following the business became a well known household brand name and soon were opening stores globally. They currently have 8 stand alone stores ranging from London, Madrid to Rome and Japan. Valerie stepped down as creative director in 2006 due to ill health and feeling too old for the role. After some rearrangements of the team Valerie's right hand man Pierre Trevoy took control of the brand and steered it into a more youthful approach. Since Trevoy’s reign began he has opened up he has took to social media as this was the thing holding the brand back from being one of the greats. Trevoy has also tried to collaborate with interesting and influential people in the world such as Hari Nef for his SS16 campaign.
Campaign proposal Valerie’s SS17 campaign is the next campaign to be launched for the brand. For the campaign there is going to be an ad campaign that will be used for all promotions and will be featured on the website and social media sites. Also this will be featured on billboards in major city centres as this is where the most public traffic will be passing and will give the most promotion to a wide range of people. This ad campaign will be featured in many high end fashion magazines such as Purple, W and dazed. This will appeal to my target market of creative individuals living life in the fast lane. I will be updating all social media sites frequently with prereleases and images from the ad campaign. One of the benefits of social media is the wide amount of people it can reach; I am using this to my advantage and creating a competition using the hashtag #Parisianvalerie and informing customers to share a post promoting Valerie with this hashtag to be in with the chance to win a trip to their Paris store and spends. I am using celebrity endorsements by featuring a previous campaign that we collaborated with Hari Nef on for our SS16 collection. A range of promotional materials/packaging such as stickers, pens, swing tags will be made and included in the press pack.
Timeline 6th January 1992 First store opened in a small building in Paris. 1997 Store moved to a store in the high end area of Paris. 1997-2004 Brand turned global and opened 4 stores across the globe 23rd December 2006 Valerie Moreau steps down as creative director due to ill health. May 2007 After rearrangements of the team Pierre Trevoy takes over as creative director. 2007-now As the brand grew more stores opened and there are now 8 stores globally. 2014 Valerie’s online presence began as the store and social media pages were created and took the brand to the next level. 2015 Valerie teamed up with Hari Nef as part of their AW15 campaign beginning their collaboration with influential people rather than regular celebrity endorsements. Late April 2016 press pack distributed to press and media. May 16th 2016 Start advertising competition on social media sites. May 23rd 2016 Competition ends after a week of advertising winner is picked. May 30th 2016 SS17 ad campaign launch. Featured in next issue of magazines such as dazed, id, purple etc. September Fashion show in Paris fashion week.
Valerie’s products are very structured with an architectural inspiration to them. Layered coats, shirts and pants make up most of the products along with some softer looks of knitted jumpers/cardigans and flowy dresses to balance out the looks. The latest collection is marble prints and pastel colours that complete the look to these distinctive garments along with some geometric prints to break up the looks.
P r o d u c t
P r i c e
Valerie is a ready to wear brand aimed at the younger generation of today. They have a broad range of products ranging from £80 for simple structured shirts to £470 for detailed idiosyncratic coats like the one shown above. Valerie is a fashion brand that produces clothing with few accessories as a one off showpiece which are usually sold or displayed in store. These can be sold for around the £300 mark for bags as they are complex and expensive.
P l a c e
Valerie is a global brand with stores around the world opening annually. Its first store opened in a small building in Paris in 1992 before growing and opening stores around the world. Its online store opened 2 years ago as before they had no online presence and this was bringing the brand down. Valerie is viewed by customer as a high end value for money brand as their designs are always unique to them and cant be bought elsewhere.
Valerie uses a mixture of traditional and new age promotional techniques to target their customers. Each season Valerie shoots an ad campaign for the latest collection and this is a big part of most of their promotion. Some of the traditional methods used are billboards and magazines; Valerie tries to get featured in a lot of high end magazines as this is also featured online so is a good way to get in contact with a wide range of people. As this is quite a minimal brand they do their stores this way however they try to do their window displays minimal but with a twist to intrigue customers.
P r o m o t i o n
Online promotion
Valerie now has a high online presence with all of the top social media sites updated frequently. They also run occasionally run competitions such as an upcoming one where there is a chance to visit their Paris store all expenses paid and spends if you share their post and #Parisianvalerie. They also have promotions on their website such as sales, free delivery days and showing the new collection early. As they are an up and coming brand they have connections with new celebrities and influential people such as Hari Nef who they collaborate with for shoots, promotions or one off pieces. The Valerie team also regularly do interviews and pieces for blogs to spread the brand further.
Social Media Website: http:// xprs.imcreator.com/free/valerieisfashion/valerieisfashion Instagram: https://www.instagram.com/valerieisfashion/ Facebook: https://www.facebook.com/valerieisfashion/
For more information contact: Asha Singleton Valerie Inc. 132 Rue de Cambon Ave, Paris (314) 868 868 868 valeriefashion@hotmail.com For release after 10am May 23rd 2016
Valerie offers trip to Paris store in new competition Valerie are offering an all expenses paid trip to their Paris store with spending money in their new competition to promote their brand further. Their Paris store has been open for many years being one of the longest open stores that’s why this is a perfect match for a dream shopping spree. Spends will be given to the lucky winner as well as accommodation in a luxury hotel and travel on the finest of airlines. On the 23rd may the competition will launch after a week of advertising through all social media platforms. This will release just before the new SS17 campaign will be released. The new SS17 campaign features on the minimal side of the brand by looking at architectural pieces and how this has been translated into the clothing. For a chance to win the competition visit our Instagram or Facebook: https://www.facebook.com/valerieisfashion/ https://www.instagram.com/valerieisfashion/ About Valerie Valerie is a French brand that originated back in 1992 in a small shop in Paris. Within five years they had opened a large flagship store in the high end fashion end of Paris which is where they still remain to this day. The business became a well known household brand name and soon were opening stores globally. They currently have 8 stand alone stores ranging from London, Madrid to Rome and Japan. Valerie stepped down as creative director in 2006 due to ill health and feeling too old for the role. After some rearrangements of the team Valerie's right hand man Pierre Trevoy took control of the brand and steered it into a more youthful approach. Since Trevoy’s reign began he has opened up he has took to social media as this was the thing holding the brand back from being one of the greats.
Photoshoot Planning Themes for Photoshoot: • • • • • • • • • •
Minimal Architectural Dark Hard Serious Basic Building inspiration Location: Liverpool construction areas No model or object Graffiti