IDA PYK
A Communication plan
Carolina Olofsson Istituto Europeo di Design 2010
Ida Pyk
Communication plan The aim of the communication plan is to make Ida Pyk’s designs more known for the big public, based on the size of the company, the designs and the message that the brand wants to convey.
IDA PYK Ida Pyk is a young Scandinavian brand that founded it’s label in 2009. The brand conceits of one designer that has a long history in the fashion industry and is therefore a known name in the Swedish fashion circles.
The design. Ida Pyk has designed two collections that mainly consists of T-shirts and accessories. The characteristics of the designs is the vintage fabric which is an environmental and economical choice. The product value is to reflect the world around us and the time in which we live. Every design accomplish this by sending out a contemporary statement, such as “ i was anorexic, but I am okay now” or “Marry me “ The collections also includes of tops with different fashion illustration feature icons such as Karl Lagerfeld and Anna Wintour. Brand value Eco-friendly send out a statement Unique Smaller collections One designer
Swedish Elle Since Ida Pyk is a new and small brand it’ hasn’t have a developed communication strategy. The main communication has up to today mostly been in magazines like Elle magazine where the designer has been featured in different articles.
Communication Ida’s World Ida Pyk represents her brand in her blog “ Idas Värld ( Ida’s World) on Elle. se
Show room The products is communicated out to different clients through the showroom and a runway show during Stockholm fashion week.
New Communication plan What to be communicated. The main goal for Ida Pyke is to establish a brand name and a product image. The focus is on Ida Pyk ﾌ《 unique style and self-made designs The brand identity tis the designers way to send out a up to date message The product value comes from the vintage fabric that the garments is made out of.
Objectives Develop a full press coverage in sweden Communicate the product value Communicate the brand identity and the brand name
Communication tools Social media- Blogs, Facebook, Twitter, Traditional medias- magazines Press material - press release , look book Event - Exhibition
Social media Communication through social media is a quick updating tool for a lower budget which is optimal for a new and smaller brand Blog The blog communicates the product value and the quality steps in de design process. Facebook Through Facebook the designer can interact with the client and develop a longer relation ship. It is also possible to create a Facebook application for a virtual showroom to communicate the product and the product characteristics. Twitter A quick communication tool for short and daily news.
Traditional medias Magazines Focus on articles and styling reportage to create a better knowledge about the brand style.
Press Press release The press release is sent out before the new collection, the runway shoes and other events . Look Book To present a visual over the latest collection and to be send out to the clients. The look book can be presented in many different formats , like a traditional look book, like a video or like a illustrated look book. Time table Web communication - company blog once per week. The social forums will have a daily update Magazine - in coherence with the release of the spring and fall collection 2011- March and September. Press and event - Stockholm fashion week spring 2011
Exhibition Why: Ida Pyk is a new and smaller brand with a smaller collection. Since the designs is sending out a message with the design it’s important to give people time to reflect and analyze. The exhibition will therefor be the most suitable way to communicate . What: The two collections Peace, love and narcissism and Mary me Time: February 1-28 2011, it is a longer exhibition that stretches over a month Where: Pub that is one of Stockholm's oldest department stores for fashion wear. Today it is a department store that sells garments that have a special or significant design which makes the location suitable for our designer and her style. In Sweden Pub is known as a meeting place for fashionistas and designers, a place where you can get inspired. Concept The aim with the exhibition is to reach out to the public, the consumer and the press The exhibition will be designed as an art gallery with soft music in the background The exhibition will be a display that combines photos, videos and the garment. The aim is to tell the story about the garments from the vintage fabric to the finished design. This will create an awareness about the brand identity. The exhibition will show the best pieces from the two collections and will also present designs that never have been shown before It will be possible to purchase the designs at the exhibition
Promotion For the opening of the exhibition invitation will be sent out to people in the fashion business such as designers, journalists, bloggers and celebrities. The opening event will be an evening event with food and mingle. The exhibition will mainly be promoted to the public through fashion magazines and fashion blogs such as Ida Pyk’s blog.