Brand statement for Scintilla by Brooke Kelsall

Scintilla

BRAND STATEMENT

BRAND PHILOSOPHY Since making its first debut at Kids Fashion Week 2012 in London, Scintilla has quickly become the premier destination offering luxurious kids wear, for the most fashion conscious parents. We focus solely on designing luxury, high quality, bespoke dresses; capturing the perfect blend of comfort, chic and classy for your little girls. We pride ourselves upon our world class shopping experience and aspire to deliver only the best in exclusivity, materials, craftmanship.

Founder of Scintilla, Brooke Kelsall, decided to launch the kids wear brand when she struggled to find a party dress for her daughter. One that would stand out from the regular designs found in all high street shops, something more original and intricate, but wouldn’t leave her spending thousands of pounds. She used her many years of expertise in fashion design with her own experience as a stylish mother to bring you Scintilla; bringing a world of luxury to a world of reality.

Releasing two exclusive collections per year, Scintilla has truly made there stand in the world of luxury kidswear, with intricate designs created to perfection. We have recently opened two new boutiques in London and Paris, equipped with our elite staff, trained in VIP service to cater to all your needs giving our client the service they deserve when shopping with Scintilla.

Over Scintilla’s history, we have received multiple awrds as a result of our extensive range of original designs for kidswear and our impecable service standard. This is a result of our hardworking team, who have been carefully selected to ensure that we deliver only the highest quality products to our clients.

Paying large attention to detail is our number one priority when it comes to craftmanship and that is something we pride ourselves upon and will continue to as our brand continues to flourish.

TARGET CUSTOMER AND COMPETITION Our ideal customer would be a fashion conscious parent, aged 27-37, with a young daughter. They live a middle-class lifestyle with an income of £60,000£100,000. Living a glamorous lifestyle, the parent enjoys a very social life, often meeting up with friends for baby dates. With an unbreakable bond, their daughter is their best friend. Often travelling to luxurious places together and attending lots of social events, the parent maintains an extremely family orientated lifestyle. Our customer has a graceful, classy taste and with an eye for the finer things in life and they always like to have what’s best for their little girl taking pride in her appearance. Whilst the customer enjoys regular clothes shopping, they also enjoy occasionally splashing out, treating both themselves and their daughter to some luxury shopping.

We are an internationally known brand, designing luxurious partywear for young girls. We offer a bespoke service at an affordable price for parents which enjoy a luxurious lifestyle. Competing against high street brands, such as Monsoon, we stand apart offering not only bespoke designs but a VIP service. With Monsoon offering the basic glitz and glam partywear at prices ranging between £30 and £90, Scintilla deters far away from this creating unique customized dresses, to make your little girl feel beautiful.

Brooke’s mission was to bring luxury to a world of reality when setting up Scintilla, aiming to sell her designs at prices that appeal to a larger customer market. Whilst the luxurious dresses designed by Mischka Aoki are original, the prices of the dresses can cost up to £10,000. This closes the target market as most people do not have disposable money of these amounts. At a fraction of the price, Scintilla offers the same high standard of service and creates original designs made to perfection, to create a memorable shopping experience for our client.

BRINGING A WORLD OF LUXURY TO A WORLD OF REALITY

PRICE

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AND COSTINGS

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COSTING SPREADSHEET

PROMOTIONAL BUDGET Scintilla’s projected revenue for 2018 is £50,000.

For our advertising campaign for the ‘AURA’ SS18 collection, we are willing to use 10% of our revenue towards this; giving us a £5000 budget.

We will distribute this budget across several different advertising strategies to ensure we have covered a wide variety of exposure outputs. Our adverts will be targeted solely at parents aged between 27 and 37, internationally. £2000 This will be spent on targeted digital advertising with the helpful use of cookies. With recorded data, we can aim our adverts at the correct audience, for example, the modern mum website and facebook. With the use of cookies, our adverts will be viewed by the correct audience gaining Scintilla further exposure. £1000 This will be spent on a videographer to record the design process of our collections from start to finish. This will be useful to create short films for social media platforms such as Instagram or youtube. Also, these can be used for youtube adverts and the videos can also be converted into shorts GIF’s, handy for digital advertising. The videos can also be used on buildings where there are digital screens for advertising, for example, outside of Piccadilly Circus. £2000 The remaining £2000 will be spent on advertising in magazines such as Mum magazine, in the fashion mum section. This will guarantee the correct target audience is viewing the advert which will help get Scintilla exposure.

Scintilla