ROKSANDA ILINCIC
•BORN IN SERBIA – LONDON BASED
•SOLD IN 36 COUNTRIES •STOCKISTS: NET-A-PORTER, BROWNS,THE OUTNET,SELFRIDGES • COMBINES OLD SCHOOL CRAFTSMANSHIP WITH SILHOUTTES TO MAKE IT RELEVANT TO THE MODERN WOMAN •INSPIRED BY YVES SAINT LAURENT •COLLABORATIONS WITH WHISTLES,DEBENHAMS & MATCHES •WORN BY CELEBRITIES: KATE MIDDLETON, MICHELLE OBAMA, SAMANTHA CAMERON, BETH DITTO, KEIRA KNIGHTLEY, FLORENCE WELCH
SUMMARY OF BRAND
•MA WOMENSWEAR ST MARTINS PREVIOUSLY STUDIED ARCHITECHURE
COLLECTIONS “My things are quite romantic, but they do have an oddness of colour and proportion. I hate it if people say ‘Oh, it's so pretty!’” -Roksanda Ilincic Vogue •Eastern European influences •Handcrafted •Richly dramatic evening wear/modern boudoir look
CONSUMER PROFILE
“I have mums sharing the same dress with their daughters.” -ROKSANDA ILINCIC
“I have women in their thirties and forties who need to dress appropriately for their job. I also have fashion forward clients… what unites them is that they are all modern independent women.” -ROKSANDA ILINCIC
COMPETITORS “utterly wearable pieces that every woman wants”
“master of structure and silhouette” “His collections often have an Indian influence”
“The Amanda Wakeley woman is ageless” celebrity fans; including Madonna, Kate Middleton, Keira Knightley
SWOT ANALYSIS
UK CLOTHING MARKET
Hilary Monk, senior retail analyst at Mintel commented that “the clothing sector was an above average performer in 2010 but 2011 has been much more challenging for fashion retailers.�
STRENGTHS & WEAKNESSES IN UK CLOTHING MARKET 2011
Source- Mintel
BRANDS/ SHOPS/PRODUCT UPGRADES •TED BAKER – SOCIAL MARKETING CAMPAIGN (HARNESS THE WORD OF MOUTH POWER OF FB) SUCCESSFULLY CONNECTING THE INSTORE EXPERIENCE/ DEDICATED FB APP/BLOGGER OUTREACH
• DEBENHAMS : VIRTUAL POP UP STORES AT UK’S MOST FAMOUS LANDMARKS
•BURBERRY NOW ALLOCATE 60 % OF MARKETING BUDGET TO DIGTIAL MEDIA ( MORE THAN 3X AVERAGE)
COLLABORATIONS
The majority of people we spoke to hadn’t heard of Roksanda Ilincic but “liked her collections”
COMPETITORS USE OF TECHNOLOGY
PERCEPTUAL MAP HIGH TECH
Burberry Lanvin Gucci Matthew Williamson
LOUD GAP: Loud, Low tech
Mulberry Roland Mouret
Julien MacDonald
QUIET Amanda Wakeley Issa
Roksanda Ilincic
LOW TECH
OUR CONCEPT
“What I’m trying to do with my designs as well, is to make the dresses that I usually make just out
of one piece of fabric, so I'm using the whole width of the fabric and just controlling the shape with the length. Its something that I like to have as my concept.” –Roksanda Ilincic
VISUAL MERCHANDISING WITHIN THE STORE
LABEL
BAG
HANGER’S
SUMMARY OF CONCEPT “I hope there will be many Roksanda Ilincic shops in the world!” ROKSANDA ILINICIC • • • •
STORE LOCATION – NEW BOND STREET , LONDON INCORPORATE HANDCRAFTED THEME THROUGHOUT STORE ORIGAMI BIRD INSPIRED BY THE LOGO ONLINE VIDEO – “HOW TO CREATE THE ‘ROKSANDA’ CRANE “
Our concept will create awareness for the brand without losing the designers style, whilst creating a personal connection with the consumer through the store’s handcrafted design.
YOU ARE INVITED TO CELEBRATE THE LAUNCH OF ROKSANDA ILINCIC’S FIRST STORE OPENING FEBRUARY 9TH 2012
COST OF ADVERTSING
THANK YOU FOR LISTENING
KATIE FORD ASHLEE BLOOM EMILY SANDERS HANNAH LANDELLS CATHERINE WELLS
The Roksanda Cranes
“the meek will inherit the earth but they’ll never shop Roksanda Ilincic”- style.com