Richard Quinn

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 spaceWinner 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 collaborationDesigners at Debenhams

2019 - Moncler collaboration

STOCKISTSCOMPETITORS

Peter PilottoMary 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)

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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

EXISTINGNEW

PROMOTIONAL METHODOLOGIES

NEW EXISTING

Market Penetration

Market Development

Product Development

Diversification

MARKETS

Increase significance within industry and current market through

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 PROPOSALTo 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

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

Photography

Tim Walker Juergen Teller Ezra Petronio

Press

LOVE Magazine The Telegraph Vogue Dazed Wonderland Magazine

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