Richard Quinn Promotional Campaign Proposal

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

REFERENCES Vogue (2019). Richard Quinn Spring/Summer Collection. Vogue Magazine. Avaliable from https://www.vogue.co.uk/article/richard-quinn-spring-summer-2019 (Accessed 1 March 2019) The Industry (2018). Richard Quinn for Debenhams. The Industry Online. Available from https://www.theindustry.fashion/richard-quinn-for-debenhams-has-landed/ (Accessed 28 February 2019) Adwoa Aboah | BoF500. (2019). Available from: https://www.businessoffashion.com/community/people/adwoa-aboah[Accessed 06 March, 2019].

Richard Quinn. (2019). Available from: https://www.modaoperandi.com/richard-quinn-fw18 [Accessed 06 March].

Richard Quinn - SHOWstudio / Machine-A. (2019). Available from: https://www.machine-a.com/collections/designer-richard-quinn [Accessed 06 March, 2019].

Richard Quinn | Brands | Liberty. (2019). Available from: https://www.libertylondon.com/uk/brands/r/richard-quinn/[Accessed 06 March 2019].

Richard Quinn launches ‘open access’ textile print studio. (2017). Available from: https://www.epson.co.uk/insights/article/richard-quinn-launches-open-access-textile-print-studio [Accessed 06 March 2019].

Women's Richard Quinn - Farfetch. (2019). Available from: https://www.farfetch.com/uk/shopping/women/richard-quinn/items.aspx?utm_source=google&utm_medium=cpc&pid=googleadwords_int&af_channel=S earch&c=664118530&af_c_id=664118530&af_siteid=&af_keywords=aud-169879449902:kwd-411753754762&af_adset_id=55163312836&af_ad_id=330748261601&i s_retargeting=true&gclid=CjwKCAiA2fjjBRAjEiwAuewS_ejvBh9lz5vq9wXaTCfPQmD-1KpjJ4_SmcZqr4raAQvAfsTCgxyPRhoCx9QQAvD_BwE [Accessed 06 March 2019].

Ansoff Igor (1957). Harvard Business Review. Harvard University. Available from[Accessed 06 March, 2019].

Biondi Annachiara (2018). What's Next For Richard Quinn? What's Next For Richard Quinn? Available from: https://www.vogue.co.uk/article/richard-quinn-spring-summer-2019 .

Green Sophie (2018). SPOTLIGHT ON… RICHARD QUINN. Available from: https://www.matchesfashion.com/womens/the-style-report/2018/04/the-pioneers-issue/spotlight-on-richard-quinn-ss18 [Accessed 06 march].

REFERENCES Moran Graeme (2018). The Queen launches design award at London Fashion Week. The Queen launches design award at London Fashion Week. Available from: https://www.drapersonline.com/news/the-queen-launches-design-award-at-london-fashion-week/7029168.article?search=https%3a%2f%2fwww.drapersonl ine.com%2fsearcharticles%3fparametrics%3d%26keywords%3drichard+quinn%26PageSize%3d10%26cmd%3dChangeSortOrder%26val%3d3 .

Jamieson, T. (2018). Richard Quinn.[image]. Available from https://www.vogue.co.uk/article/richard-quinn-spring-summer-2019 [Accessed 20 February 2019].

Biondi, A. (2018). What's Next For Richard Quinn?. Vogue,18 December. Available from https://www.vogue.co.uk/article/richard-quinn-spring-summer-2019 [Accessed 20 February 2019].

MACHINE-A. (2018) Printed Shirt - Gold Floral.[image]. Available from https://www.machine-a.com/products/richard-quinn-printed-shirt-gold-floral [Accessed 20/02/2019].

McCarthy, E. (2018). From the Queen to the high street: Meet rising star Richard Quinn. The Evening Standard, 5 June. Available from https://www.standard.co.uk/fashion/richard-quinn-designer-interview-a3855946.html [Accessed 4 March 2019].

Torsne, M. (2017). Richard Quinn Gloves. [image]. Available from https://www2.hm.com/en_cn/life/fashion/editors-picks/current-crush--richard-quinns-floral-prints.html [Accessed 6 March 2019].

Brown, L. (2019). Header Image 4, 5, 7, 12, 16, 17. [image]. Available from https://www.wonderlandmagazine.com/2019/02/20/backstage-lfw-richard-quinn/ [Accessed 4 March 2019].

MATCHESFASHION.COM. (2019).Pillows and Moodboard.[image]. Available from https://www.matchesfashion.com/womens/designers/richard-quinn?sort=priceSort-asc&noOfRecordsPerPage=240&q= [Accessed 4 March 2019].

Green, S. (2018). Moodboard.[image]. Available from https://www.matchesfashion.com/womens/the-style-report/2018/04/the-pioneers-issue/spotlight-on-richard-quinn-ss18 [Accessed 4 March 2019].

Benett, D. (2019). Richard Quinn and Zandra Rhodes attend the Perrier-Jouet and Richard Quinn Secret Garden Party.[image]. Available from https://www.gettyimages.ie/detail/news-photo/richard-quinn-and-zandra-rhodes-attend-the-perrier-jouet-news-photo/1130804665 [Accessed 6 March 2019].

REFERENCES Vogue (2017). Mary Katrantzou Spring 2018 Ready-to-Wear Fashion Show. [online] Vogue. Available at: https://www.vogue.com/fashion-shows/spring-2018-ready-to-wear/mary-katrantzou/slideshow/collection#37 [Accessed 7 Mar. 2019].

Vogue (2019). Peter Pilotto Fall 2019 Ready-to-Wear Fashion Show. [online] Vogue. Available at: https://www.vogue.com/fashion-shows/fall-2019-ready-to-wear/peter-pilotto/slideshow/collection#24 [Accessed 7 Mar. 2019].

Vogue (2019). Preen by Thornton Bregazzi Fall 2019 Ready-to-Wear Fashion Show. [online] Vogue. Available at: https://www.vogue.com/fashion-shows/fall-2019-ready-to-wear/preen-by-thornton-bregazzi/slideshow/collection#15 [Accessed 7 Mar. 2019].

Wildabout. (2019). Event Gallery.Available: https://www.wildabout.co.uk/gallery/. Last accessed 6th March 2019.

Perennial (2018). Covent Garden blooms for Chelsea Fringe. [image] Available at: https://perennial.org.uk/covent-garden-blooms-for-chelsea-fringe/ [Accessed 1 Mar. 2019].

House & Garden (2019). Flower Display Summer of Love. [image] Available at: https://www.houseandgarden.co.uk/gallery/flowers-london [Accessed 1 Mar. 2019].

Best Venues London (2019). Neal's Yard. [image] Available at: https://bestvenues.london/venue/meetings-workshops-and-conference-venue-in-central-london/ [Accessed 1 Mar. 2019].

Covent Garden London (2019). About Us Covent Garden. [image] Available at: https://www.coventgarden.london/content/about-us [Accessed 1 Mar. 2019].

Review of New Covent Garden Market. (2018). [image] Available at: https://www.tripadvisor.co.uk/LocationPhotoDirectLink-g186338-d240723-i318226352-New_Covent_Garden_Market-London_England.html [Accessed 1 Mar. 2019].

Phillips, J. (2014). Covent Garden Market subject to ÂŁ2bn mixed-use development plans. [image] Available at: http://www.spabusiness.com/detail.cfm?pagetype=detail&subject=news&codeID=309405 [Accessed 1 Mar. 2019].

Covent Garden London (2019). DISCOVER FLORAL COURT, OUR URBAN GARDEN. [image] Available at: https://www.coventgarden.london/whats-on/floral-court [Accessed 1 Mar. 2019].

REFERENCES Vogue (2018). MatchesFashion.com Is Opening a Breathtaking New Space, 5 Carlos Place, in London. Just Don’t Call It the Store of the Future. [image] Available at: https://www.vogue.com/article/matchesfashioncom-5-carlos-place [Accessed 5 Mar. 2019].

Drapers Online (2018). Comment: Does 5 Carlos Place deliver for Matchesfashion?. [image] Available at: https://www.drapersonline.com/news/comment/comment-does-5-carlos-place-deliver-for-matchesfashion/7031992.article [Accessed 7 Mar. 2019].

Business of Fashion (2017). Matchesfashion Announces New London Townhouse Retail Concept. [image] Available at: https://www.businessoffashion.com/articles/news-analysis/matchesfashion-announces-new-london-townhouse-retail-concept [Accessed 5 Mar. 2019].

Fotolia by Adobe (n.d.). Open Matchbox Mockup. [image] Available at: https://www.fotolia.com/id/206656346 [Accessed 6 Mar. 2019].

Iconfinder (n.d.). Instagram Logo Vector. [image] Available at: https://www.iconfinder.com/icons/1620007/color_instagram_instagram_new_design_logo_social_media_icon [Accessed 6 Mar. 2019].

Iconfinder (2019). Snapchat Ghost Logo Vector. [image] Available at: https://www.iconfinder.com/icons/2244449/ghost_logo_snapchat_snapchat_logo_icon [Accessed 6 Mar. 2019].

Snapchat (2019). Create Your Own. [image] Available at: https://create.snapchat.com/org/guest/purchase/choose-product?utm_campaign=ODG_G_Search_UK-IE_EN_Branded_EM&utm_content=Make_Your_O wn_Snapchat_Filter_EM&utm_medium=cpc&utm_source=google&utm_term=make+your+own+snapchat+filter [Accessed 6 Mar. 2019].

Gardeners Supply Company (2019). Essex Arch. [image] Available at: https://www.gardeners.com/buy/essex-garden-arch/8594276.html#start=3 [Accessed 6 Mar. 2019].

Clip Art (2019). Flower 14 Clip Art At Clker. [image] Available at: https://www.clipart.email/download/1075426.html [Accessed 6 Mar. 2019].

Clip Art (2019). 28+ Collection Of Jungle Flowers Clipart. [image] Available at: https://www.clipart.email/download/4022174.html [Accessed 6 Mar. 2019].