The collection will provide ellesse with a new

The Classic Tee

- 100% organic cotton - Embroidered tone on tone logo 17. 18. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics.

The Oversized Hoodie The Timeless Sweater

- 100% organic cotton - Embroidered tone on tone logo

- Raw hem - Embroidered tone on tone logo - 100% organic cotton

19. 20. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics.

The Slouch Jogger The Laid Back Short

- 100% organic cotton - Raw hem - 100% organic cotton - Embroidered tone on tone logo - Cuffed ankle 21. - Embroidered tone on tone logo 22. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics. Back2Basics.

PRICE POINTS

The Classic Tee (Short Sleeve) RRP - £25

- ellesse’s similar product: £20 - Competitor’s similar product: £15-£40

The Classic Tee (Long Sleeve) RRP - £30

- ellesse’s similar product: £25

The Oversized Hoodie RRP - £55

- ellesse’s similar product: £45 - Competitor’s similar product: £40-£95

The Timeless Sweater RRP - £50

- ellesse’s similar product: £40 - Competitor’s similar product: £43-£80

The Slouch Jogger RRP - £45

- ellesse’s similar product: £35 - Competitor’s similar product: £35-£70

The Laid Back Short RRP - £30

- ellesse’s similar product: £22 - Competitor’s similar product: £20-£55

STOCK DROPS

A/W 19/20 Collection

Social Media Teaser - 1 item a week from 29th August 2019 Lookbook via Social Media & Website - 20th September 2019 Exclusive Shopping Event at ellesse Covent Garden Store - 24th September 2019 Collection drops online - 27th September 2019 (payday!)

BRANDING CONCEPT

Each logo will be tone on tone in relation to the product. This logo will appear on the product itself and it’s swing tag. I’ve chosen tone on tone because I think it really compliments the minimalistic and basic aesthetic of the range.

PACKAGING & PROMOTION

When ordering online customers will receive there products in this tone on tone packaging. The parcel will be matte with vinyl coated writing to contrast the tone on tone. The swing tag will also be tone on tone and will match the colour of the product. By producing the packaging this way will provide a neat and clean looking aesthetic which corresponds with the look of the collection. 30.

STRATEGY OBJECTIVES

The collection will consist of unisex minimalistic basics which will widen the target audience as the range will cater for everyone and be wearable everyday which will make ellesse stand out from their competitors. As the collection will be made from 100% organic cotton, the range will widen ellesse’s perception of their ethical stance which will also push for the consumer to purchase the product. The range will drop in time for A/W 19/20 meaning the collection will be perfect for the consumer to layer and style the products.

KEY RECOMMENDATIONS

1. The production of the new product range will expand ellesse’s ideas for future products. 2. This collection will make ellesse’s consumer’s more aware of their ethical stance. 3. A variety of visuals will be used to promote this collection across a variety of different channels which will help ellesse branch out to a wider audience. 4. The fact that the collection is unisex encourages inclusivity and again will broaden ellesse’s customer.

5. The collection will provide ellesse with a new aesthetic that they can focus on which will help them stay current and up to date.

Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. Key Message. The key message of this product range is to promote ellesse’s economical stance and to produce clothing that’s suitable for everyone.

COMMUNICATION CHANNELS

www.ellesse.com

PRESS PLAN

A billboard will be displayed across London tube stations. The colour of the billboards will be bright to stand out and attract to the general public.

DIGITAL STRATEGY

This will be how the collection will be viewed on the website. The consumer will be able to click on the banner and will be directed straight to the products.

Sneak peak from our brand new unisex basics range #Back2Basics coming soon!

Don’t say we don’t treat you! Here’s another sneak peak of our new unisex #Back2Basics range, coming soon.

Watch out for our new Unisex Basics range #Back2Basics dropping soon! #ellesse #comingsoon

image: (H&M/Chloe, 2019)

This Instagram post will be the first to announce the new unisex basics range. Throughout the weeks leading up to the range drop, ellesse will post teasers of the range weekly, before then dropping a lookbook of the range. A post will also be created as soon as the range is shoppable.

image: (uk.fshionnetwork.com, 2019)

ellesse exclusive Back2Basics shopping event!

On 24th September 2019, ellesse will host an exclusive shopping event at their Covent Garden, London store to promote and display the Back2Basics collection. This event will be an exclusive event with current and relatable influencers and Youtubers to browse the collection. The influencers / Youtubers will be requested to document the event on their Instagrams / Youtubes. Throughout the event will be a brief talk to the attendees about the event, attendees will also have first access to the Back2Basics products. Attendees will leave with a goody bag and will be treated to a buffet brunch with lots of treats for them to enjoy whilst browsing. ellesse will also hire a DJ for the event, to bring good vibes to the shop.

BIBLIOGRAPHY

ellesse. (Unknown). ellesse [online]. London. Available at: https:// ellesse.co.uk/ [Accessed on 19th March 2019 at 22:42] Fila. (Unknown). Fila [online]. London. Available at: https://www. fila.co.uk/ [Accessed on 27th March 2019 at 10:20] Reebok. (Unknown). Reebok [online]. London. Available at: https:// www.reebok.co.uk/ [Accessed on 27th March 2019 at 10:32]

Champion. (Unknown). Champion [online]. London. Available at: https://www.championstore.com/en [Accessed on 27th March 2019 at 10:16] Yvonne Kostiak, (2019). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www.wgsn.com/content/ board_viewer/#/81814/page/3 [Accessed on 27th March 2019 at 12:27] Clare Varga & Jessica Harman, (2018). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www. wgsn.com/content/board_viewer/#/81719/page/8 [Accessed on 27th March 2019 at 13:07]

Clare Varga & Jessica Harman, (2018). Active Materials Trend Concepts A/W 20/21 [online]. London. Available at: https://www. wgsn.com/content/board_viewer/#/81719/page/9 [Accessed on 27th March 2019 at 13:09]

Chloe Palmer BAFM203 Fashion Media Marketing & Communication