Vic Pearce Brand Launch Guidelines.

brand launch Guidelines

Branch Launch Guidelines 2019

Contents . . .

Mission Vision Proposition Tagline Essence Values Personality Tone of voice Logo Guidelines Spacing guidelines Logo Misuse Typography Guidelines Colour use Photography Guidelines

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What makes us different?

Brand positioning Competitor analysis

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Citizen Power Getting personal Our clients

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Vic Pearce Brand Launch Pack 2019

Range Planning Pricing Exemplar Pricing Architecture We do not follow suit Routes to Market Our Website Our Social Media Instagram Letterhead & Business card Our Store Our Blog Youtube Met gala GQ Coverage Men’s Mental Health Secondary instagram Launch Press Release Critical path Our Future Ethics Clause

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Vic Pearce Brand Launch Pack 2019

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Hello! and welcome to Vic Pearce.

What can we do for you? . . .

Here at Vic Pearce, we are Bespoke luxury menswear designers specialising in tailoring.

We are the perfect mix of modern and traditional; our designs are current and, our methods, techniques and expertise are established. Feel luxurious in a specially tailored suit.

Vic Pearce were established in 2019 in Nottingham. The garment prototypes have been hand made and designed by Victoria Pearce, who is also the inspiration for the brand name.

Our Mission . . .

To be the modern man’s answer for unique suiting needs.

Our Vision . . .

To lead the way with ethical and friendly working environments, treating our staff with as much love and care as we do our customers, producing quality products without ethical compromise.

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Our Proposition . . .

Experience luxury in a bespoke tailored suit

Our Tagline . . .

Experts In Luxury Design

Our Essence . . .

Personalising quality for you

Our Values . . . + We will remain ethically and socially transparent + We provide a safe and fun working environment + We treat our staff with as much love and care as we do our customers + We create unique and luxury designs + We will provide an expert tailoring service for Bespoke suits and linings

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Our Personality . . .

WHERE YOU WEAR YOUR SUIT IS UP TO YOU, BUT WE HAVE THE SUIT FOR YOU.

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Picture of Sender

Physique

Personality

Quality-orientated, traditional, modern, friendly

Relationship

Culture

Personalised client experience, loyalty, credibility, trustworthy

Commitment, respect, luxurious

Reflection

Internalisation

Externalisation

Service and garment orientated, quality, inviting and warm atmosphere

Self Image

Connected, individualistic, confident

Quality, ethically responsible, formal, consistent, unique modern

Picture of Recipient

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Tone of Voice . . .

Our tone of voice and language used is formal, professional, but friendly. This is consistent across all omnichanel platforms. Our clients will also notice this friendly yet formal tone in the spoken language of our partners working in our stores.

Vic Pearce are; • Formal • Friendly • Considerate • Accommodating

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Vic Pearce are not; • Boring • Rude • Disrespectful • Unaccommodating

We refer to our customers as our clients, we have a formal yet friendly relationship, but there are boundaries.

Not cold and distant

Not too corporate

We are formal yet friendly

Not your best friend

No personal jokes

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Logo Size Guidelines . . .

Crest logo Crest logo to be used when scale requires the logo to be bigger than 4cm2

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VP Badge logo VP Badge logo to be used when the scale requires the logo to be 4cm2 or smaller

Crest Size Guidelines . . .

4cm

4cm

The minimum size for the crest logo is 4cm2 print size and 151 pixels web size. There is no maximum size for our crest as it needs to match its purpose. Therefore the size of the logo should be relative to the size of the poster banner or print it is printed on. We take pride in our logo as it forms our identity for recognition, due to the complex nature of the crest with its intricate detailing it cannot be displayed smaller than 4cm2 on print.

25% of main logo size

The crest logo requires 25% of the crest diameter in clear space surrounding the logo. It is important to note that this is relative to size. The guidelines apply to the brand name and tagline as shown, the top of the V and P of the brand name touches the boundary of the 25% white space margin.

Vic Pearce EXPERTS IN LUXURY DESIGN

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Crest Size Guidelines . . .

The brand name Vic Pearce sits below and central to the crest, it is two times the logo diameter in width, this will stay relative regardless of scale.

Vic Pearce EXPERTS IN LUXURY DESIGN

Half of the 25% scale

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Half of the 25% scale

The tagline experts in luxury design sits central to the crest and Vic Pearce, the width is half of the 25% full diameter scale.

The crest logo will never be presented alone, the crest works only with the brand name and tagline.

VP Badge Size Guidelines . . .

4cm

1cm

4cm

1cm

for the VP badge logo; Minimum size; 1cm2 print size and 37 pixels web size.

Maximum size; 4cm2 print size and 151 pixels web size.

If the print requires the logo to exceed 4cm2 the VP badge must not be used, but the crest logo instead. A logo must never be smaller than 1cm2 .

25% of main logo size

Like the Crest logo, the badge logo also requires 25% of the badge logo diameter in clear space surrounding the badge.

It is also relative to size. The top of the V and P of the brand name touches the boundary of the 25% white space margin.

Vic Pearce EXPERTS IN LUXURY DESIGN

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Spacing Guidelines . . .

175% of badge scale

80% of badge scale

Vic Pearce EXPERTS IN LUXURY DESIGN

Vic Pearce ee ee EXPERTS IN LUXURY DESIGN EXPERTS IN LUXURY DESIGN

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The distance between the badge logo and the edge of the V of Vic Pearce is 175% of the badge logo scale.

The distance between the badge logo and the N of the tag line is 80% of the badge logo scale.

The VP Badge logo can be presented alone or alongside the brand name and tagline.

In both logos, the Vic Pearce name and tagline stay in relation to each other. The space between the end of the tagline and the end of Vic Pearce is two times the with of the E from Pearce.

The spacing between the name and tagline is equivalent to 1x the scale of the tagline.

Logo Misuse . . .

All rules shown apply to both logos.

Do not add a drop shadow or bevel.

Do not separate the logo or use compound paths.

Do not add graphic effects.

Do not flip or rotate the logo.

Do not add to a clip art or graphic to use as a new logo.

Do not change the width either by shrinking or enlarging.

Do not add light filters, leaks or flares

Do not add perspective or change the angle.

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Typography Guidelines . . .

Our body text font is ‘Playfair Display SC’ this is to be used on all print and where possible on online medium.

Playfair Display SC

A B C D E FG H I J K L M N O PQ R STUVWXYZ ab c d e fg h i j klm n o pq rstuvwxyz 1 2 3 4 5 6 7 8 9 10 ? ! @ £ & , . / ; : ’

The font used in our logo is ‘Bodoni 72 Smallcaps’ although very similar to ‘Playfair Display SC’ due to the use of very large capital letters, it makes the font hard to read in body text. We want our customers to be able to connect and engage with us and not have our font cause legibility issues.

Bodoni 72 Smallcaps

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz 1 2 3 4 5 6 7 8 9 10 ? ! @ £ & , . / ; : ’

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Colour . . .

crest logo can be used on our grey colour background

crest logo can also be used on a white background

Do not invert colours

Do not change crest body colours

VP Badge logo can be used in white on a dark background

VP Badge logo can also be used in grey on a white background

Do not use multiple colours in the VP badge logo

Do not use colours other than the Vic Pearce Grey or white

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Colour Palette . . .

Primary colours for the brand. The first grey colour used for body text and in the VP badge logo.

Secondary colours for the brand, these colours appear in the crest logo.

Any other colours will not feature in Vic Pearce branding, I.E. logo’s, carrier bags etc.

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Photography and image usage do’s . . .

A picture is worth a thousand words, that’s why here at Vic Pearce it is so crucial to get the photography and image usage correct.

✓Use age appropriate and well groomed models.

✓Use dark earthy backdrops, wood, natural stone, plant life and structural building elements are a good choice for Vic Pearce.

✓Show a range of our suit offerings and include photography of the suit lining,

✓The logo and tagline can be added to the top or bottom of

the image in white or our Vic Pearce grey, whichever shows best

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Photography and image usage don’ts . . .

x

Ensure the backdrop is clear, do not have vans or cars that are not part of the luxury backdrop in the image

x x x

Never feature our garments on the floor, we sell high end luxury tailoring and they should never be on the ground Do not use a model who looks younger than 25 facially

Do not use a model that does not fit the garments, as a tailoring brand we need to ensure our garments are well tailored in our imagery

x

Do not add the logo or tagline in a position that covers the imagery

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What makes us different? . . .

What does your suit say about you? Get personal with your lining.

Freedom Be expressive Personalise your way Be unexpected Be who you are Make a statement

Accessible We are approachable We have an open door Join our community We are not judgemental We are here for you

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At Vic Pearce, we take pride in our clients and their journey with us.

We are new and fresh, but we remain true to traditional craftsmanship and quality.

Unlike most menswear designers, our designer is female, giving us a feminine, friendly and playful edge.

We have an open door, whether you are a suit expert or a formal rookie we are here to help. No one will be turned away or made to feel uncomfortable, regardless of background, status or where you are in your life, Vic Pearce will proudly provide a quality bespoke suit.

Be you, Be different,

Bespoke

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Brand positioning . . .

The above brands all have stores in Saville Row, making them our primary competitors. Brands have been mapped based on their designs being quirky or more traditional and whether their website and vibe is welcoming for consumers or whether they have an arbitrary vibe. Although there is a clear gap in the Arbitrary but quirky section, this is not a market Vic Pearce should move into. Instead, we will be entering the top right corner of the map by having a wide range of quirky designs and being welcoming and friendly to our clients.

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Competitor analysis . . .

The four brands closest to Vic Pearce in the positioning map are as follows, these have therefore been identified as our primary competitors.

Ozwald Boateng reached the furthest over to the quirky end of the positioning map, it also has a friendly welcoming stance and is going to be our biggest competitor. Ozwald Boateng is a British fashion designer of Ghanaian descent, known for his trademark twist on classic British tailoring and bespoke style. The brand has had a transformational impact on menswear fashion for almost three decades, with a design aesthetic rooted in Savile Row traditions but defined by international style, detail, and artistry. His instinctive use of colour, cut and fabric fuses traditional classic British tailoring with a high-end modern design focusing on the refinement of a man’s silhouette, bringing tailoring to a whole new generation of men. Ozwald Boateng

Richard Anderson is not as quirky or welcoming as us but is still within the same quadrant. Richard Anderson competes with us as they are fairly new to Savile row (2001) and they use blog posts and youtube videos as we do. Richard Anderson has made its mark on the tailoring world since opening its doors in 2001 at 13 Savile Row, and is proudly independently owned and operated by Richard Anderson and Brian Lishak, devoted craftsmen creating the finest garments on Savile Row. Together with our team of expert tailors, we pride ourselves on the perfect fit, innovative designs, quality of service and most importantly: making our customers look and feel their best.

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Fiercely masculine infused with splashes of colour, William Hunt’s designs are noted for their ability to make the wearer feel seven pounds lighter and two inches taller. They have become a huge success gathering a cult following from rock stars to actors, sportsmen and celebrities alike.

Based on a grounding of engineering, architecture and love of Hollywood, the William Hunt signature style is inspired by the glorious Hollywood era combined with a modern tailored cut to create a contemporary strong silhouette.

William Hunt - a living and breathing designer with a bold vision. His aim?

Simple. To design powerful suits for powerful men. William Hunt

Scabal collaborated with Salvador Dali, when the surrealist master created a series of exclusive paintings for the company. These 12 artworks depicted the artist’s unique vision of how fine tailored clothing would have evolved into the 21st century. They remain treasured at Scabal, resting today within the company’s vaults. SCabel Scabel appears in our market space second clostest to Ozwald Boateng, making it a primary competitor, it has also placed highly by being friendly and welcoming to its consumers.

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Citizen Power . . .

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Citizens demand a more sustainable, equitable world from companies and institutions. “A study of 30,000 people in 35 countries found that 62 percent of customers want companies to take a stand on issues such as sustainability, transparency and fair employment practices.� LS;N Global Innovator, who started this trend?

Since the economic downfall of 2008 consumers are ever increasingly conscious of how their money is being spent and where. Consumers are starting to see through fast fashion and its damaging effects on the planet.

Drivers, why?

The Rana Plaza disaster is a huge driver in this trend and played a major part in opening consumers eyes; consumers now want to know where their clothes are coming from, who made them and in what conditions.

Impacts, what are the consequences?

Consumers are turning to brands increasingly for transparency and to be leaders, governments are being trusted less and consumers are expecting brands to stand forward against issues. Brands are stepping in where government is failing.

Trend Future, what will happen next?

Brands who are suspect surrounding their methods and practises are being identified by consumers and will eventually be distrusted.

Vic Pearce’s values state that we are ethically and socially transparent, and we provide a safe and fun working environment. Consumers can put their minds at ease knowing that the purchase of their garment is enabling a community to live a better life. Vic Pearce does not and will not ever use sweat shop style conditions.

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Getting Personal . . .

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The desire for distinction is increasingly expressed in the personalization of products, services and experiences.

Innovator, who started this trend?

One of the most significant innovators of this trend is Coca cola’s ‘share a coke with’ campaign, this became one of Coca cola’s best marketing campaigns, it spread to 70 countries worldwide and saw more than 150million personalised bottles sold.

Drivers, why?

Customer experience is a crucial driver of loyalty and repeat purchase. One of the most effective methods to improve this is to give the customer a personalised experience with your brand.

Impacts, what are the consequences?

With youth consumers increasingly seeking one-off pieces, customisation is trending on the streets and catwalks. In the A/W 19/20 catwalk collections, use of unique graphics rose by 48% YoY for women and 43% for men.

Trend Future, what will happen next?

Brands will continue to create unique experiences for their consumers; it is no longer enough to show product benefits to make a sale, a connection and story need to be built in order for modern consumers to remain loyal to brands.

Vic Pearce suiting line is fully customisable. Collars, linings, prints and fabrics can be altered to your desire, as well as getting a bespoke tailoring experience. To become the modern man’s answer for unique suiting needs.

What does your suit say about you? Get personal with your lining.

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Our Clients . . .

The artisit

The Fashionista

The Traditionalist

The Creator Social butterfly Dresses how he wants Respectful of women Works in fashion Mid 20’s – mid 60’s

The trendsetter Social butterfly Always looks his best ladies man Works in sales Mid 20’s – mid 30’s

The Follower Social butterfly Always looks his best Respectful of women Works in finance Mid 20’s – mid 60’s

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Our Secondary Clients . . .

“Behind every great man is an even greater woman” Marg Helgenberger

Social butterfly Takes pride in her & her other half's appearance Loves gifting & spending money GM at a Hilton Hotel Mid 20’s – mid 60’s

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Range planning . . .

Our range consists of everything you would expect from a luxury suiting brand.

- Suit Jacket - Formal Trousers - Waistcoat - Shirt We also provide, jumpers and an outwear coat and waistcoat combination.

Items are bespoke in size and can be tailored to your needs however we also do a line available in store with traditional men’s sizing ranging from xs to XXL, however, our tailoring has no upper or lower size limit.

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Our traditionally sized range consists of . . .

Short sleeve shirt

Single breasted button up waistcoat and long sleeved shirt

Long suit style jacket

Full length Formal trouser with central crease Woollen long sleeve jumper Vic Pearce Brand Launch Pack 2019 Page.41

Pricing . . .

Materials*

Manufacturing costs**

rrp

(Based on an example 200 units)

short sleeved shirt

£29.87

£28.80

£146.67 (£150)

Suit jacket and waistcoat combination

£91.27

£54

£363.17 (£370)

£20.85

£25.20

£115.12 (£116)

Formal trousers with centre crease

From our RRP’s, calculated by adding a 250% margin onto the manufacturing cost and material price, Vic Pearce round up to the nearest whole number to make the price simpler for our partners and clients. The extra money from the rounded up cost goes straight back into maintaining a high standard for our factory partners.

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*Material costs used are actual prices for the prototype garment shown.

**Manufacturing costs used are calculated on cut manufacture and trim costs based on 200 units.

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Exemplar Pricing Architecture . . .

KEY

Percentages shown indicate what percentage of the total garment price is spent in each section i.e. 0.6% is spent on Labour costs (based on fashion revolutions model)

Retail mark-up Brand margin Agents fee Transportation

Overhead

58.4%

Manufacturing costs

58.4% Retail Price

Factory margin

4.8% 7.7%

17.2% Wholesale

12.4%

Labour

0.9%

11.3% 0.6%

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24.4% factory margin

3.9%

£200 58.4% = £116.80 17.2% = £34.40 24.4% = £48.80

Using the model shown previous, if an example garment is priced at £200, £116.80 of the price is added to create a RRP. This means £34.40 is spent on agents fees and brand margins, and a very small in comparison £48.80 goes to factory overheads, manufacturing costs and labour.

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However we do not follow suit . . .

Victoria Pearce has personally spent time abroad helping young people, especially girls, to have a better quality of life, the fast fashion industry and its devastating effects on society is a raw subject close to her heart. That is why Vic Pearce will use their factory for producing our fabrics as a way of supporting the local community. Working for Vic Pearce will be a way out of a life of being used as slave labour working in sweatshop conditions elsewhere. We pay our staff fairly and a wage they can live on not just survive, we will look at healthcare, transport and schooling if appropriate for the location chosen. We will set up a scheme and work closely with charities to enable our partner’s children to get an education. We want to work in a Vic Pearce factory to change and improve lives.

Fashion can and will be a safe, fun and caring environment to work in.

Our pricing architecture will vary from the exemplary previous, as we will pay our staff more than the average fashion brand, this means our prices may be slightly raised when we sell to our clients, however, our social responsibility and why this is the case will be highlighted on our website and across our social media platforms. Prices of items will also vary depending on the cut, colour, fabric and tailoring options chosen. However, an appointment with our clients will discuss costs prior to cut to avoid making clients feel uncomfortable by going over a budget.

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Multi-channel Routes to Market . . .

Vic Pearce Instagram

Brick and mortar store

Website

Blog Posts

Youtube

Dressing men at met gala

Mens mental health campaign

Wedding fairs

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Our website . . .

Our website provides a vast amount of information regarding our company, our values and our factory set up. The website is very visual and uses our imagery guidelines, to keep our vibe consistent. To make ourselves accessible to as many people as possible we have formatted the site to look great on mobile as well as web. All the logo and image guidelines of minimum sizes and usage are adhered to throughout to maintain consistency. There is also a careers section where aspiring tailors can apply to become a partner. 53% of people asked stated they use a laptop rather than a tablet or smart phone when online shopping so it is vital our website is formatted correctly and easy to use.

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Our social media. . .

On our social media, we keep our friendly yet formal tone to remain consistent to our clients.

We will not use the ‘shop now’ feature as our social media, specifically instagram, will be used to build bonds and a clientele rather than pushing sales. We post as regularly as every couple of days, we try to maintain that we do not leave four+ day gaps between posts to maintain consistency. We generally post our Vic Pearce imagery as well as promotional posts for our blog on our website, relevant to the season or occasion. This is essential as 33% of people asked use instagram to connect with a new brand and 23% of people discover a new brand on Instagram.

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Example of our first 12 Instagram posts . . .

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Please scan to be taken to our instagram

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Vic Pearce Letter head & business card . . .

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Our Store. . .

Our stores interior will consist of dark wood, natural stone, plant life and structural building elements to maintain a luxury aesthetic in store and to match our photography guidelines. However it is vital to us that our stores are welcoming and inviting to all, under no circumstance will a potential client walk into the store, be off-put by the store or partners and leave feeling embarrassed or not good enough for the store. This will be acheived by having the partners take care and pay detailed attention to the in-store clients. The features in store will consist of a small cafe for friends and family of the client to wait in, in-store tailors to give their expert opinions and in-store AI to look at colour combinations and lining print designs.

We understand that opening a store in the first year of a start-up business may not always be possible, however for us having a store will be our main touch-point with our consumer. In order to provide the bespoke tailoring service, we need a physical space to do so. Also, 20% of people asked stated that they discover a new brand by seeing their store and 30% intereact with a new brand by going into store to have a look. Saville Row is our aim, however, a store in Covent garden will also be opened. Covent Garden attracts a wide variety of consumers, those who may not walk down Saville Row.

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Communication plan . . .

Our Blog . . .

On our website, there will be a tab for blog posts. We will blog periodically to update clients on what we are doing, from whom we have dressed and press exposure, to tips tricks and colour and fabric combination ideas. A couple of our identified competitors also have a blog section on their website so this is essential for Vic Pearce to step in line with. However we do not just follow suit, our blog will excel our competitors by having a more raw and honest tone of voice.

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Our Youtube . . .

Our youtube channel will complement our blog, if there is a subject that needs more attention then it will feature on our channel. Other videos will demonstrate what you can expect from our in-store experience, how to make the most from your appointment, fabric and colour choices and an inside look into our methods and practises, including our third world factories.

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Dressing men at the met gala . . .

The met gala is a prestigious, invitation-only event that has a high focus on fashion, what people wear and who is wearing what is the talk of magazines and fashion blogs for a short while after.

Iconic outfits can be referenced for years to come. If we had the opportunity to dress a variety of powerful men for this event it would certainly spread brand awareness. These people need to be influential enough for people to care what brand they are wearing, but humble enough to wear a start-up brand to the Met Gala. We will need to ensure that there is a diverse range of men and ages to show our potential vast clientele. The Met Gala is the perfect place to show our unique and quirky designs as it is an event notorious for a range of fashion.

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GQ post met gala coverage . . .

GQ is an international monthly men’s magazine based in New York and founded in 1931. The publication focuses on fashion, style, and culture for men, through articles on food, movies, fitness, sex, music, travel, sports, technology, fashion and books. Although based in New York the magazine has an extensive website and does write about subjects in England, for example, there is an article on the Saville Row tailors. For a start-up having an article published in GQ magazine is not something to be turned down. Following the met gala would be a perfect time for GQ to run an article discussing the gala’s looks as well as the brand and what we provide.

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Men’s mental health campaign . . .

The stigma surrounding men’s mental health, especially suicide is an issue that is increasingly being recognised by companies and brands. With the statistics as high as 84 men per week in the UK it’s about time something is done about it. Other companies such as This Morning have previously used hard-hitting campaigns such as ‘project 84’. As our target consumer falls into the age range that has such high rates it would be appropriate for Vic Pearce to address this issue.

Vic Pearce will do a photoshoot with a variety of famous men ranging in age, and those that are likely to wear Vic Pearce and are often spotted in suiting. The list will include people such as Phillip Schofield, Ashley Banjo, Lewis Hamilton, Taron Egerton, Frank Ocean, Benedict Cumberbatch, Richard Madden, Harry Styles and Idris Elba.

More men may join the line-up; however, the group is quite representative and diverse. #wiys, i.e. #what’s inside your suit. Playful and slightly cheeky, #wiys is the hashtag that will be used for our men’s health awareness campaign. The campaign will show the men aforementioned, all tailored in Vic Pearce with their own lining, the campaign idea will be to encourage men to open up and talk about what’s inside, although a light-hearted tone will be used with the idea of the men opening their suits and talking the message will be evident.

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Launch of secondary instagram . . .

The UK wedding market is increasing with people spending more money on weddings now than ever before.

This is partly due to the ‘Instagram trend’ not only are people wanting weddings and other events to be perfect on the day but consumers are now wanting things to be ‘Instagram worthy’ and themes in weddings are becoming more popular. A wedding is now more likely to have a larger group of bridesmaids and groomsmen. This means personalised suiting has a big place in a modern wedding. This is too big of a market for Vic Pearce to ignore, especially as we pride ourselves on having a wide range of personalisation features that will appeal to the wedding market.

The idea for the separate Instagram account is to keep the lighter coloured wedding style photography separate from the main Instagram account, another reason is not to dilute the main brand by making it appear that we just cater for weddings. Also the wedding account is likely to have a more female following so we can tailor it to our secondary consumer. Another issue that having separate accounts solves is image usage rights, the wedding photography will come from the photographer that photographs our client’s wedding, we can then credit the photographer, this is not something we would want to do on our main account as we would want all imagery used to be our own.

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Press release . . . Brick and mortar store Launch

Embargoed untill two weeks before store launch.

Vic Pearce joins Mayfair’s historic Saville Row. Vic Pearce are delighted to announce the grand opening of our flagship store. Located on the prestigious Saville Row, Vic Pearce will bring a new lease of life to the iconic Mayfair street. Join us in our grand store opening celebration taking place on Saturday __/__/__ at 6 pm for an evening of champagne and canapés in a fine establishment. We have an exciting surprise guest in attendance as well as an exclusive look into our practices and a chance to meet our talented partners.

Launching the home for talented Menswear designer Victoria Pearce’s designs is an exciting and crucial step for Vic Pearce, the store will allow clients to have a face to face service in a beautiful store. It will enable all tailors to work in one place to provide the very best service.

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Menswear designer Victoria Pearce says “it is a dream come true to have my label excel to such heights to enable us to open a store, I am unbelievably proud to be accepted into the Saville Row community, a place where we can build our knowledge and expertise and mark the start of our exciting heritage.”

The store will be open following the launch, although it accepts walk-ins the appointment only service is recommended. A minimum of three appointments will be required for first-time clients and an average of two appointments for future orders.

Orders take an average of six weeks for production.

Vic Pearce are a luxury menswear tailoring brand who provide solutions for unique suiting needs for the modern man. We work closely with our factories to ensure our factory partners are treated with the utmost care and respect, and provide an excellent quality of life and new opportunities to enhance and showcase their skills. We are an emerging brand based in London’s Saville Row. Vic Pearce Saville Row½Mayfair London½W1S 2ET

02042333101 www.vicpearce.co.uk

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Critical Path . . .

Vic Pearce

Jan

Website Launch

Blog posts

Instagram Posts

YouTube videos Wedding inspiration Instagram launch Wedding fair appearance Dressing men at the Met gala GQ Met gala article Men’s mental health campaign Press release

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FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

NOV

DEC

Critical Path . . .

January will see the launch of our website, as well as our youtube channel. The Blog posts will be released monthly however they may be more frequent if an event requires, Instagram will be updated every two to three days to maintain consistency, and youtube videos will be uploaded monthly. The wedding Instagram will be launched in April at pre Wedding fair season, we will then make appearances at weddings fairs at various locations through the peak season April-July, Dressing men at the met gala will occur in May when the met gala happens and then the GQ article will naturally follow in the days after the Gala. The men’s mental health campaign will run across August and September as men’s suicide prevention day is September 10th. The press release has been embargoed until two weeks before the store launch so will fall towards the end of November.

Our Future . . .

If the company launch stays true to this pack and follows the guidelines, Vic Pearce will enter a very exciting market, and will bring a new lease of life to Savile Row. Opening two stores, one in Savile Row and one in Covent Garden is a lot for a brand in one year, however we will aim high, as previously mentioned Vic Pearce cannot operate to its full potential without a store as it is such a crucial touch-point with our clients. The communication plan has some key elements that will bring the brand into the media and begin to gain a following and a loyalty. By following these guidelines and communication plan there is no reason why we cannot achieve our mission To be the modern man’s answer for unique suiting needs.

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I confirm that this work has gained ethical approval and that I have faithfully observed the terms of approval in the conduct of this project.

Signed …………………………………………………………

Date…..………………………………

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Branch Launch Guidelines 2019

Vic Pearce 2019 Branding by Chloe Butler

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