PROMOTIONAL CAMPAIGN PROPOSAL ABRIL CHLOE DOM JESSICA PAIGE
RICHARD QUINN 2016 - Graduated from Central Saint Martins (MA) 2017 - British Fashion Council NEWGEN ‘one-to-watch’ Awarded LFW Showroom exhibition space Winner of H&M Design Award 2018 - Awarded the inaugural Queen Elizabeth II Award for British Design The Queen sat front row at his first LFW show despite being considered a ‘newcomer’ (Vogue, 2018) Liberty collaboration Designers at Debenhams 2019 - Moncler collaboration
STOCKISTS
COMPETITORS Peter Pilotto
Mary Katrantzou
Preen by Thornton Bregazzi
TARGET AUDIENCE Our promotional campaign will follow the Richard Quinn vision that of being a ‘universal brand that people and other brands want to be part of and buy into’ (Vogue, 2019) Similar to the Debenhams’ intention of using a trend-led collection to target the ‘lucrative 16-30 market’ (Retail Insight, 2019) as well as bring designs to a new audience ‘so that even those who do not shop at NET-A-PORTER or MATCHESFASHION.COM can now own a Richard Quinn piece’ (Industry, 2019)
BRAND ASSOCIATIONS MODERN MATTER MAGAZINE COVER - Juergen Teller (photographer) Poppy Kain (stylist) ID MAGAZINE OF MA COLLECTION - Tim Walker (photographer) LOVE MAGAZINE - Katie Grand (interviewer) / Matty Bovan / Charles Jeffrey (stylists) Ezra Petronio (photographer) #SARAHSLIST - Sarah Mower (chose RQ as part of her initiative) LIBERTY LONDON S/S 18 SHOW - Epson / Swarovski (sponsors) A/W 18 SHOW - Anna Wintour / Queen Elizabeth II (guests) / Adwoa Aboah (model) MET GALA 2018 - Amal Clooney (dressed in RQ) SECRET GARDEN PARTY LFW Feb 2019 - Perrier-Jouët (joint host) Katie Grand / Rose McGowan Charles Jeffrey / Zandra Rhodes / Susie Lau / Freya Ridings / Olivia McCall (attendees)
BUT WHAT’S NEXT? Further increase brand equity by using social media to elevate the Richard Quinn brand. Social media is a ‘powerful marketing tool’ as supported by figures from the “Richard Quinn Instagram following increasing from 17 to 50k in 24 hours after his royal encounter” (The Evening Standard, 2018)
OUR PROMOTIONAL STRATEGY EXISTING
NEW
EXISTING
PROMOTIONAL METHODOLOGIES Market Penetration
Product Development
Increase significance within industry and current market through
NEW
MARKETS
Market Development
Diversification
Market Penetration - GRASSROOTS MARKETING
Attract new clientele with the use of social media to increase brand awareness through Market Development - AIDA MODEL Attention - Interest - Desire - Action
Ansoff Matrix (Ansoff, 1957)
PRODUCTS
OUR PROPOSAL
To promote the MATCHESFASHION.COM exclusive pieces 5 CARLOS PLACE LAUNCH EVENT To fashion industry professionals and press revealing an ART INSTALLATION Made from wild flowers and ceramic versions of the merchandise Richard Quinn match box keepsakes with will be gifted to guests Art installation will then be moved to COVENT GARDEN to capture public attention and utilise social media interaction
CREATIVE PITCH - LAUNCH PARTY
LAUNCH PARTY GUESTLIST Fashion
Press
Katie Grand Poppy Kain Matty Bovan Charles Jeffrey Sarah Mower Stella McCartney Zandra Rhodes Adwoa Aboah Lily Cole Georgia May Jagger Alexa Chung Aiden Curtiss
LOVE Magazine The Telegraph Vogue Dazed Wonderland Magazine
Photography Tim Walker Juergen Teller Ezra Petronio
Entertainers/Celebs Rose McGowan Freya Ridings Pips Taylor Rachel Shenton Thandie Newton Phoebe Waller-Bridge Influencers Susie Lau Freddie Harrel
CREATIVE PITCH - INSTALLATION
LOCATION MOODBOARD
PROMOTIONAL MATERIALS
#QuinnAtCoventGarden #QuinnAtCarlosPlace
RATIONALE
Aim to increase brand equity for Richard Quinn. Collaborate with MATCHESFASHION.COM in order to help with funding and provide a launch space for the installation. Focusing on market penetration and market development on the Ansoff Matrix.
CONCLUSION Our proposal will not only benefit Richard Quinn, but also MATCHESFASHION.COM ensuring that they will be on board to funding the costs of the installation and launch event. The Richard Quinn brand will accumulate huge awareness and promotion through free social media interaction with the public. The launch event will cater to those in the industry and the installation to the wider public; in an area appropriate to capture a larger customer base.
WE WILL NOW OPEN THE FLOOR UP TO ANY QUESTIONS THAT YOU MAY HAVE
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