CWK1 Communication strategy project with presentation Clara España Ramón BA Fashion marketing & communication, Level 6, 2017-2018 6FAMK005C Communication Techniques and Strategy 3 Teacher/s: Jaime Romeu, Mauricio O’Brien Word count: Date of submission: December 20th 2017
STRATEGIC COMMUNICATION PLAN
INDEX
THE ROW
4
INTRODUCTION
16
GLOBAL LUXURY TREND ANALYSIS
30
OBJECTIVES
32
COMMUNICATION STRATEGY
38
MEDIA PLAN
50
PUBLIC RELATIONS PLAN
66
DIGITAL PLAN
70
EVENTS
110 CROSS EXPERIENTIAL MARKETING 122 CONSUMER ENGAGEMENT 130 PRODUCT PLACEMENT 134 YEAR CHRONOGRAM 136 TEAM 138 REPORT - BUDGET 144 ANNEX: INITIAL BRIEF 145 REFERENCES
INTRODUCTION
THE ROW had been one of the quiet leading luxury fashion companies in the United States. Dressing strong and successful working women, the Olsen twins have conquered the hearts of many by providing classic, elegant and high quality key pieces for their wardrobe. Throughout this communication strategy plan the aim is to launch the brand in the Spanish Market within a year-long plan. The concept has been consistent through all the brand actions and platforms. The main goal is to immerse the THE ROW into the culture and create a great value of engagement and loyalty, using the tools, actions and activities to successfully achieve the goals in the market.
5
THE
CONCEPT Mixture of Feminism with women’s rights & empowerment of each other,
THE
BRAND
STUNNING SIMPLICITY The Row is an American luxury fashion design house founded in 2006 by Ashley and Mary Kate Olsen.
Culture & Art of Span,
The brand’s mission is to support high-end fashion manufacturing in the United States of America.
Brand visibility through strong Spanish
The Row is a luxurious, understated and relaxed
women who have succeeded,
brand that focuses on timeless elegance, finding the finest fabrics and the perfect fit.
Interior Design of a visual store and actions.
·
VALUES
·
KEY
CLIENTS
SUCCESS WITHOUT A NEED TO SHINE The quiet ones that work the hardest MADE IN USA The Olsen twins kept their empire manufacturing of retail in the US QUALITY Paying great detail to fine fabrics and the final touches for the perfect fit
DAILY USE They want their pieces to be worn by their customers day to day life
7
·
KEY
CLIENTS’
VISUAL
REPRESENTATION THE ROW FOUNDERS The Olsen twins are the clear visual representation of the brand’s image. The twins left the enterteniment industry and the position of celebrities in the public eye, to focus solely on building their business empire on the fashion industry.
9
SUC C E S S F U L & STABLE
11
CEO FOUNDER DIRECTOR BOSS LEADER ACCOMPLISHER
13
AGE INCLUSIVE
15
GLOBAL
LUXURY
TREND
ANALYSIS
TREND 1:
OBJECTIVES · Create a need of a trend the client
· Reinforce the need of joining trends that are happening on the luxury industry by showcasing examples.
ADDING TO 0 “ELIMINATING ANY WASTED RESOURCES. Finding and unlocking exciting new sources of value, or finding creative new ways to eliminate any wasted resource.”
TREND 2: JOIN A CAUSE Brands decide to take a step forward and become involved with social causes. Creating a compromise that aligns with their Values and Ethical Codes.
(2017,Consumer Trends, Trendwatching Website)
17
GLOBAL
LUXURY
TREND
ANALYSIS
TREND 3:
TREND 4:
TREND 5:
TREND 6:
BOSS LADIES TAKE OVER
A LOOK BACK
LA MAMMA MIA
WOMEN EMPOWERMENT
APPRECIATION FOR A GOOD OLD CLASSIC
WE’RE NOT LEAVING ANYONE OUT
Feminisim takes over fashion to fight for equality
Good quality lasting pieces on our wardrobe.
ALL INCLUSIVE Size, Age, Skin Color
Designers in the fashion industry supporting moms and standing with all the rights mothers deserve.
19
GLOBAL
LUXURY
TREND
ANALYSIS TREND EXAMPLES
TREND 7:
TREND 8:
TREND 1:
ADDING TO 0
Yeohlee keeping her promise
MORE THAN A STORE
BRING IN FRESH MINDS
ART - GALLERY - LIKE
SUPPORTING YOUNG NEW TALENTS
Adding in store experiences through culture exhibitions.
Fashion Luxury Brand that creates 0 waste garments. 2018 Spring Collection shoot for Vogue.
Brands that are collaborating and helping artist and creative
21
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 2:
JOIN A CAUSE
w. And a statement about the company’s action of going fur free, hoping to lead as an example for others in the industry after being under so much pressure.
TREND 2:
JOIN A CAUSE
Prabal Gurung New York Fashion Week 2017 The designer used his fashion show finale to stand with social causes and made statement garmens to bring awareness and a position to such issues.
23
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 3:
EMPOWERING WOMEN
Rick Owens SS16 fashion show Representation of how women help and each other through life on his fashion show.
TREND 3:
EMPOWERING WOMEN
Prabal Gurung New York Fashion Week 2017 The designer also used his finale to stand and support feminisim.
TREND 3:
TREND 3:
EMPOWERING WOMEN
Sofia Vergara launching EBY
Gucci is with Women Statement supporting with a founding.
feminism
EMPOWERING WOMEN
“Where Panties meet Purpose” is the concept for the all inclusive, women supportive company.
“#EBYfirstbreaks is a movement created by the EBY to feature and recognize the work of every women supported by the brand.” (2017, EBY Website - Stories)
25
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 4:
GOOD OLD CLASSIC
Moma 2017-2018 Items: Is Fashion Modern?
“Items: Is Fashion Modern? explores the present, past—and sometimes the future—of 111 items of clothing and accessories that have had a strong impact on the world in the 20th and 21st centuries—and continue to hold currency today.”(2017, Moma Org. Website - Is Fashion Modern?)
TREND 4:
GOOD OLD CLASSIC
“The House Of Burberry Made An Attempt To Restructure The Brand Staples – Trench Coats, Checks, Military Jackets” (2017, Alisha, Shopholic Website)
TREND 7:
LA MAMMA MIA
TREND 7:
MORE THAN A STORE
Mara Hoffman fall ’17 collection
VB goes Art-Gallery Style
The brand decided to close the fashion show with a stand for women and mother’s right to breesfeed in public. Stand for the natural act of motherhood.
“Victoria Beckham’s Dover Street store has an undulating mural by London artist Eddie Peake”
27
GLOBAL
LUXURY
TREND
ANALYSIS
TREND EXAMPLES TREND 8:
BRING IN FRESH MINDS
“Max Mara collaboration with Shantell Martin Max Mara’s Spring/Summer 2017 eyewear collection Max Mara collaborated with Shantell Martin to create a unique collection titled “Prism in Motion”
TREND 8:
BRING IN FRESH MINDS
“Lexus collaboration with Shantell Martin at New York Fashion Week”
TREND 8:
BRING IN FRESH MINDS
Acne Studios collaborates with artist. “Acne Pays Tribute to Artist Peter Schlesinger with Capsule Collection & Book”( Lena Dystant, Highsnobiety Website)
(Shantell Martin Website)
29
OBJECTIVES
• Launch of The Row in the Spanish Market -
General Objectives: · Follow the communication strategy plan to launch THE ROW · Increase Sales Volume · Establish Brand image, positioning, message and presence · Achieve brand recognition & loyalty · Immerse the brand in the market, thanks to a Spanish Icons · Implement BTL & ATL · Create four events with adequate creative concepts · Gain credibility through the Communication actions
31
COMMUNICATION
STRATEGY
OBJECTIVES
Launching
Positioning
Consolidation
2019
2020
2021
· Set a communication strategy and it’s timing ·Strenghthen THE ROW’s positioning, image and values · Understand the maturity of the market and the right penetration for the brand in the specific market · Set and organize the development of the brand’s creative process and growth · Increase the word of mouth of opinion leaders and influences in the industry The communication plan is to follow a year-long local launching strategy of THE ROW into the Spanish Market. The following two years of the communication plan will be for the positioning and the consolidation strategy of the brand.
BTL: Reduced and Selectted
33
COMMUNICATION
STRATEGY
Launching
KEY
MARKETS
Main: US & Europe
BRAND
TERRITORY
Feminine Luxury Retail
The brand is sold through 164 points of distribution in 37 countries with industry insiders estimating $50 million in annual sales. A Paris office opened in 2011 and the European market is being nurtured slowly, while the U.S. makes up the bulk of distribution for the label.
Exclusive – Intimate Women Centered Channels
2 stores: Los Angeles & NYC BCN: Extremely limited acces (Santa Eulalia)
35
COMMUNICATION
STRATEGY
Launching
MEDIA PLAN
DIGITAL PLAN
PR PLAN
EVENTS
CROSS EXPERIENCIAL MARKETING
CONSUMER ENGAGEMENT
Online Media
Social Media
Opinion Leaders
Opening Store
Feminism: A Book
Ambassadors
Charity Collection
A Jewllery Collection for Mother’s Day + event
Testimonial
Fashion Show
Influencer
Fabulous Event
- CEREAL - COLLAGE VINTAGE Print Media -
VOGUE HARPER’S BAZAAR WALLPAPER* YO DONA
Health: Yoga Class Art: Artist Collaboration
Influencers + Content Creators
37
MEDIA
PLAN BARCELONA
List
of
Target
Online
Media
Target
Barcelona
Media
Gran Via - P. de Gracia
O B J E C T I V E S·
Represent the actions enduring THE ROW during the process of penetrating the Spanish Market · Have different style of Medias to achieve a broader audience Main Story
· Choose a few selective medias as a part of the BTL plan · Spread awareness of the brand and their launching
Messages
Global Website - Global Audience September 2019 Cereal Magazine Online
All about the Brand and it’s Positioning & Values & Ethics
Main Story: Article on the launch of THE ROW in Spain, the brand’s activities and Store information.
The Launching in Spain
Special Story: The foundation of THE ROW’s Empire
The actions that the brand is activating in the Market
Press Release: Store Opening Event
THE ROW’s mission to properly dress the strong women taking over any industry and succeeding
Editorial: Coverage of Exclusive Spain Collection
Target
Barcelona
Media
- Fashion - Lifestyle - Architecture - News – Blogs - Business -
39
MEDIA List
of
PLAN Target
Media
Online
Target
Media
COLLAGE VINTAGE’S CLOSET SERIES EXAMPLES
COLLAGE VINTAGE COLLAGE VINTAGE BLOG CLOSET SERIES X THE ROW
September 2019 Global Website Main Audience: Spain MAY 2018 1 Exclusive Blog Posts Cover
Content on the Website/Blog
41
MEDIA List
of
PLAN Target
Media
Target
Media
Main Story
Local - Spain September Issue 2019 5 Full Page Cover Main Story: Article on the launch of THE ROW in Spain, the founders, brand’s activities and Store information. Special Story: THE ROW Exclusive Spain Collection Press Release: Charity Collection Event Editorial: Coverage of Penelope Cruz’s Editorial
T
S
H E R OW THE CLASSIC THE BRAND WILL LAUNCH THEIR EXCLUSIVE SPAIN COLLECTION IN THE STORE
The Olsens take over N
Tas re, sit liquod que essitiam quias acestiae andicto velique eturepe omnit quo cone endae alibus voloreium que pa que in nulpa cum fugia conse ni consedi nimusae sequi ut atiossim animodi tatecti busdanist, que vendeni arumquae seritatem. Nam etur sequas nimusae dipsa aut utempor sunt autenducit, simus sam sum aut quid quiatios quis dendis et omni omnis aute nobis nistio ident, ni volori non nobiti doluptate cusdam comnim fugit, ut la corro te perionsequi tendunt emquam, utatque quia volupta tendamet dolupturis ipsum quos eum doluptaturem facipiderepe volorum id es del ius pratur, cum rero essi sandele stibusciet autSed que il erumqui blamet aut velesequi aut animi, sunt quis mos aut endiatios imoditius aliquos ut officium quiatur esequas pissimp orepernam eos ipsunt. Gitatia voluptatur repratur seque ent. Landis sequam, sitam re aut untorib usapitas ma voluptaquam, officae latur minia vereprae volorror re dellatur? Et re modis doluptatibus aborepro de lam recturitem in comnisseque cus eumquam do-
Barcelona
as re, sit liquod que essitiam quias acestiae andicto velique eturepe omnit quo cone endae alibus voloreium que pa que in nulpa cum fugia conse ni consedi nimusae sequi ut atiossim animodi tatecti busdanist, que vendeni arumquae seritatem. Nam etur sequas nimusae dipsa aut utempor sunt autenducit, simus sam sum aut quid quiatios quis dendis et omni omnis aute nobis nistio ident, ni volori non nobiti doluptate cusdam comnim fugit, ut la corro te perionsequi tendunt emquam, utatque quia volupta tendamet dolupturis ipsum quos eum
doluptaturem facipiderepe volorum id es del ius pratur, cum rero essi sandele stibusciet autSed que il erumqui blamet aut velesequi aut animi, sunt quis mos aut endiatios imoditius aliquos ut officium quiatur esequas pissimp orepernam eos ipsunt. Gitatia voluptatur repratur seque ent. Landis sequam, sitam re aut untorib usapitas ma voluptaquam, officae latur minia vereprae volorror re dellatur? Et re modis doluptatibus aborepro de lam recturitem in comnisseque cus eumquam doluptaspe nis dolecatus esed que nestrunt. Genis aut lita quaes maios apientis eium que pos sunt, ut pore nem que quam net lab ipsae ernature, nustion ectorat emporum accum eum exernatis dent apiderereri voluptaque molorio. Nam rerferi busaerae que et autaque volo voluptatur? Oluptaquae quidemperum liquasinum rem fuga. Ignis qui re la vidus aut poriati asperovidem int, officia volupti orepudae. Tasperis exceperiam qui reribus as ex earchil eturiat emquis
with their fashion empire
Writer, 21 August 2018.
luptaspe nis dolecatus esed que nestrunt. Genis aut lita quaes maios apientis eium que pos sunt, ut pore nem que quam net lab ipsae ernature, nustion ectorat emporum accum eum exernatis dent apiderereri voluptaque molorio. Nam rerferi busaerae que et autaque volo voluptatur? Oluptaquae quidemperum liquasinum rem fuga. Ignis qui re la vidus aut poriati asperovidem int, officia volupti orepudae. Tasperis exceperiam qui reribus as ex earchil eturiat emquis rae velitio dis duntia in perum alique labo. Invel ipidell animus non porrum volecepratas arum sima illuptam doluptaeped et aliquia core velluptiore, ut aliquossit illant rent ut hit ea ium quaes mos et et magni nam aliti que si atem.Sant in eos dolorum quamet quate ad magnat. Ommodit as est, sequamene nonsequo magnien imolupt atatis nonseri onsequisci apisti quid quis quo officiis et Ecatet quis dit et odita doloris eaquid que duscit labori.
43
MEDIA List
of
PLAN Target
Media
Target
Media
Advertising Local - Spain 6 Full Pages ( Front Cover and 3 pages ) September Issue 2019
15
Looks para las
ESPAÑA
Penélope Cruz se une a las
hermanas Olsen
para honorar los Clásicos que nunca pasan de moda.
bodas de primavera de 2018
Editorial: Cover Spain Collection with Penelope Cruz Main Story: Article on the Exclusive Spain Collection Special Story: THE ROW’s Fashion Show Press Release: Launching of THE ROW
PIECAS DE LA COLECCIÓN EXCLUSIVA DE THE ROW EN ESPAÑA
45
MEDIA List
of
PLAN Target
Media
Target
Media
Special Story Local September 2019 6 Full Page Cover Main Story: The Row and the founders, mention of the launch in Spain Editorial: Coverage on the Exclusive Spain Collection Special Story: THE ROW’s Fabulous Event Press Release: THE ROW’s Fashion Show
THE ROW
Brand · Founders · Spain Immersion Aliquidi dollupt ationem quaerro te nusda invel in nulparum am quam facea veribus. Por aliatur ionsedit occusam esequas sus ipsandi temporro mo que opta sam alignam nit fugitem. Icidus volupta natempor ant hitibusciam, tempossint esed quosamus. Obis sum, que simaximi, niet utatusd aectia nectem nihicim eatur? Itatibusam qui aliqui officipicil maximodit ese volora ipiet optatus volorer uptaepe rectioribus inihiligent aut as audament eossus et am re recearci consed mo ent aut eossime nobitatis dolore plaborio di nossimp oriorro resequi que nis sitasperias dolorem voloriaerore nullori tibersp erunture estotas ius consecae vendi officius. Opti temoluptur, ea sinctur? Qui tem quis et aut eum elitis et et aliquos inimus enditatquam, cum vel molorum earum sinctatur? Qui occabo. Ut hariatum faccus volupta tempora dus eum faccus eaque nonse rerit etur sa plitemporio verit omnihit qui doluptate nosapis maionsende volupti scidendis Dolendus aut explam haribus dolupta
quiae. Net aperrum quodis es natquos dendella perercipit enda qui ommo doles debis aut quame voles volut labo. Xercia voleseque aliquid endusciis eatur? Usdae venimagnihit dolora doluptatur sum audaes dem aut mo quam volendisciis acientur, quam, ulparum restiore, tem. Nem iusam lictotatest et dolore sa nectori berepudam soluptur reribus magnis di ut autempo rehentionem et aces a nonecusae verciatet laccaes pores eici blamendist faccae eatur aliti odipis seque comnihi tatiam cuptatibus et anim et es ex et res molupis eseque dolorem vellaborunt. Rovitae ex endae sintures non nimusan dignianda il ea cus quo voluptam ipicias repra imporeptatus doluptatur ma solut et, abore volorpo remolupis sin nonse dis eumquiam la dolo eturi sit am volorporae quaeri voluptata invera sam estrum eturest inveligni core ratur sinctem voluptame velictur rehenist dolenda ntinull enitemo lorrorerupta archilicil intur as aliquis et volese por sus, aliquas sitem libus molum ellam,
nectorrovita cusci que ra nonseditat volorrovitat utem quidel ius doluptatum anderov idebitibus samus cus et facepuda volorrum qui dem utestem reptas et earuntem. Et as sum cusam, con perovit moluptur? Videllabore es ma ius aliquam, explace archit audio et lam aut il mod quo voluptiae. Enecat quam, sum, soluptatem re litaepe ribusda sus estiusc ipsaperae. Cerentior sunt quibusa eperumet eiur sit enis custe natatem event volorupta nim dolo velis dolent od et asseque qui verum aut autatur aut ut exceris min nobist, ipsandi offictur? Ducias sundam, si adi volorecus, ut aut eaquis voluptatur? Alit inctius moluptation comnihi tibusci odit qui dolore la denectio dolorporunt volupta conseque nateces quias aut et hicillam si bernam nobis dolut pa eos doloribus alias eatis ea Nobis quam et quis exceria quodi nonecti onempor mo et aut quis re sequam que que dipit adi ut il et quam venditatum cus el ex eum ex es et officae pa comniet vit accae auptaqui.
7
MEDIA List
of
PLAN Target
Media
Target
Media
THE ROW
STORE OPENING IN BARCELONA
THE BRAND KEEPS CREATING THESE AMAZING DESIGN STORES THAT BRING A LOT OF PERSONALITY AND STYLE TO THE ROW
Ve r f e c e m i u s , s e , e s c r u s , q u a n u m m o e n t e r f e r t u a m d e m e n a q u i t , suscepon tus, sime inum quam ingultiu senit vastrobus
Main Story
Global September 2019 5 Full Page Cover Main Story: The Row Store Opening & Interior Design Editorial: Penelope Cruz ‘s Editorial Special Story: THE ROW’s Charity Collection Press Release: THE ROW’s Yoga Class
Nulvis consulossoli sulint. Ocurnihilne mantero ximis, utussen tilibus? Abus enique re nununtese, potimus. Mae o cortumus, que que medis. Mo C. Mae nos nerus et Cate, quodien atilien teatum facerfex no. Mulvivere vissolt urore, Ti. Alius remquondam nos, cus, Cat, conemuloc, praveri teliculium teropor haediis, mius esterris nit. Deperni hilius in Etrum in dit; hore ci se cone mactabes condemuris, quoditabis esimaxima, con re es, oc, clatus ad iae pultorteres vice nim elienti licaude nicaeti fertern ituroximo Castes Catemnequer parem arit virimovendi pervis. Senam acidica tustraet facivivisti, untebat. At iam is. Ad intium, nos abemus. Fulturnius publiam oris re atquamdi, C. Cendam munum intia num aucem simus, iptis fur, vil unula clegit cone conortam ilic re nervid perumus nos et; non dena, comnox sum fuidit rectum in dieniu se hocum diest Catem mo noccis convena, no. Fultortus, quis. mentere et ad is ve, vis opoerte clempotilineSimaxim ia di, quodicone cles C. Namdius bonlocri sultuam et? quium. Vivis con vidius et inatu et omnicap eribusperite iam tus vignostre cles! Ultorat usulice stilium iam tu videssu ntiquidet L. Nihicat quemque cone ade etissim istratrem ut arios esse aucioctandii publis pra interortum inenem senderum iamquisses condentimis. At L. Ad ditis inaterf iribut elabes adduciena, desti tes isquiu mum. Us potea orum inumus, quem qua re acibusquam omplicae que terempos conferae, mentemenihil vil vis con vit. Opublicamqua virmis num ocupiondam dies ores consimo notimpo tatillabem acercerum modium is cae cone conferra L. Valere, clut re fuitim audam publis. Satu se ex num mo C. Oxim hor locchil
hali, confecissili furit viu voltuss erusci prestrae inatuitus notatio Ehem interendit, quidem res me core que prive, concles imorta re crionde mpoptis, essa obus si parteres estri, const intem contenatum remque caes bon supercesce mac iam in ta ala obsedem prisquodie que pervirm iliciendiu cores M. Rum ommorium obussiliciae es? quam labemus, factus, post L. Seritatrum. Catus vis in silis, quam tem oc, unum prissim acepors ultuus forei perfinprorum terficae, niactum ex se actussoltus, pra rem quonuntiam interdii paris, med maionsc ribunu ia? Lut L. Xim que con sus, publius simis. Loccia? Hebatum publicae aucta, nonsu vilnemuro Cupic meri tati iuropte ntrit, unterris fuid in dii servis, quem cupplient. Veris, nonsus cons vivatudente me iusquit. Irtiam inatimpectum ora? Patro ve, virit; C. Hil con vivil ut della quodit, popublium unum pati prei pat atrum ubit faudem it. Na, paterebem sil virmaximpliu suscric firi sidessoltore audam auci forum diendiciam no. Obullabus vivis habem intrae hori praridiem que anticae cotis hos omnonsum omplis. Romperet? Nos praeque ignaturem perendam castraet; inam, unte a rem clut pere conster raris. Nonsulemquam conimmo erenatquo C. Ahae apernit, cri sum ortissimium omnorum tam adetrunum iam ne erbis orecons ulicia mora se fur humus. Do, niu sesis ficaper ebusque fortere firmaion porei ia ignatab ulicto horum o me comnihi llartum et, que dum se ne te ad fectam faut novivas damdiem pero, stiampe rmacerentis, quonvolus bon hala pondi sa con se eo, contem niae rectus. Itam cum loc tem noti, nocuper dicaet
factanum me num nem inam ficae, Cupio elartea pubit, que es habus, C. Etrum et fata vivignocchus nostratum turni ta vissum. Notiu quissitia? Id sid rem morsus intrunc ermantem iam moridem iae, andeo hore intilnem hocauciorum hostrion Etrae ta pernius, nonsce consimm ortelus, quam acturox nit, quit. Hicaperiam. Moves rem videmquam hae tri id deatque coerniumus entemque tuit ad it, co alestid catuam. Equius ac firio, quam queme confecus firius pra veremquam fac mum hosti, sicam maio, feceper ecurnih ilicit acepopor pere norem haleriv ivivid pro halario, pratiliem tatusquid priusciisum dium, mis, qui isquiu stimuni consultum int, novereis const verissendem poptien trorum tabertatus, nulabus ex stres pat, convoltiae co poporis vid num, orum te, cit, quidellarbi por perdi, cus a nos iaed Cupici publicitrae manulto runcla clerit, vilis eo, no. Scis, noncemp orunteatiem omnius morum deo cepecio atiam norteret rem ocre fure, ne inum modit, consimanum simmo mei si silicam ta perrisquam Paliquod stra consulu damquon feratia nonsimo ridetiestam, quertatque tericaedena, que inc or hucon huiur, omniris mante cultodie quonsin ceritela pl. Aves consule silintis, qua ressus et L. Fori patquam iae furbi pro inerris, nem. Etritrum nesse popubli caecribunum publis rehemoent vasdam dium et volis conic tam. Fentem retimihilici intribunte opotimm oludemn emuntili conduciampl. Ad morudeatqua viveres? Ex nondam con sus cludeme achicaudem in telica; Cuppl. Nihilin vit. Sum auroracepse auci pat, quis propos, Cat L. Fortestil hici ina, sa re co viviris.
49
PUBLIC
RELATIONS
PLAN OPINION
OBJECTIVES
LEADERS
· Humanize the brand
OBJECTIVES
· Give the brand an image
·
· Create a “face” for the audience to recognize
· Achieve credibility and approval as a brand in
Linked to the industry through their careers
the industry in Spain · Understand the style through the 4 types of selection on PR
· Create credibility for the brand through leaders of the industry · Achieve visualization for the brand
51
PUBLIC OPINION
RELATIONS
PLAN
LEADERS
EXPECTATION
OFFERING
Mention of the Brand on their medias and others
Economical compensation
Create a Credible positive image of the brand from
THE ROW Clothing allowance
their prespective
Eugenia de la Torriente
Yolanda Scristán
Director of Vogue Spain
New Director of Harper’s Bazaar
Belén Antolín
Ana GarcíaSiñeriz
Fashion Director of Vogue Spain.
Director of Condé Nast College
Special VIP Services on the events Belong in the brand’s audience Staff availability
Javier Pascual del Olmo President of Condé Nast España
53
PUBLIC
RELATIONS
PLAN
AMBASSADOR
OBJECTIVES
EXPECTATION Mention and Presence of the Brand on their medias and others
OFFERING Economical compensation
VANESA LORENZO
· Interact and talk about THE ROW for “x” amount of time the brand’s actions · Create a Strong relationship with them to linked their image to THE ROW · BTL Public Relations
Take interviews with the press at the events
THE ROW unlimited clothing allowance
Be seen wearing THE ROW and get coverage
Information to talk about the brand and it’s actions on the interviews
Attendance to all Events
Special VIP Services on the events and store visits
Exclusivity
Make them feel like home
Monthly reports to check on performance
Staff availability
· Representation of the brand with common faces to relate
SPANISH MODEL & Yoga Instructor
(40)
Vanesa brings the side of Beautiful and Natural. Healthy is above all priorities and she fits the brand perfeclty with her timless classic style.
55
PUBLIC
RELATIONS
PLAN
AMBASSADOR JUDIT MASCO
SPANISH MODEL & AUTHOR
VERONICA BLUME
(48)
Judit is a clear example of hard work and success in one’s fild of career. Pushing boundries and literally crossing borders she has brought the term of success in women to a great level. Respected natural style joins her daily wardrobe.
SPANISH MODEL & ACTRESS
LAURA SÁNCHEZ
(40)
Veronica, also a yoga and health mentor, has pushed fashion and physical health in her career. She is loved and admired by her positive attitude through life, Veronica shares her position online with her followers and is a great influence of the relaxed yet elegant style.
SPANISH MODEL & ACTRESS
NIEVES ÁLVAREZ
(37)
“Laura’s career as a model began in 1998, when he received the “The Look of the Year” award from the Elite agency.” After that point she continued her career as a model and actress and grew personaly and professionaly through the years, bringing the concept of hard work to life.
SPANISH MODEL & TV PRESENTER
(43)
Nieves has been in several Fashion related Television shows, always stating a style and a value in the industry that is loyal to her ethics. Her start of the career started with the same “Look of the Year” that Nieves Sanchez. As well her career endured the cocept of hard work.
57
PUBLIC
RELATIONS
PLAN
AMBASSADOR
TESTIMONIALS
OBJECTIVES
CORAL BISTUER
PENÉLOPE CRUZ
· Image of a campaign without an interaction · ATL Advertising · Achieving brand recognition from their image
SPANISH ATHELETE
SPANISH ACTRESS - GLOBAL RECOGNITION
Coral is the representation of a strong and successful spanish woman, who conquered the world with her passion.
Penélope Cruz is the clear image of the highest success, and is chosen to be the bran’s image for the campaing on the Spain Exclusive Collection.
WON 2 MEDALS IN TAEKWONDO WORD CHAMPIONSHIP (1987 & 1991) WON 5 MEDALS IN TAEKWONDO EUROPEAN CHAMPIONSHIP (1982 & 1992 & 1993)
(43)
Award Winnings: Osca, 3 Premios Goya, BAFTA and David de Donatello
59
PUBLIC
RELATIONS
INFLUENCERS The reason we are only targeting 1 main influencer is because Ninauc’s profile brings to the brand just what The Row is, quality over quantity.
PLAN NINAUC
INFLUENCERS
+
CONTENT
CREATORS
Barcelona 751K INSTAGRAM Represents the brand’s values, images and ideals. -Nina Urgell is everything The Row stands for-
LESS IS MORE
As content creators and influencers, we are setteling for 2 main profiles that also are able to represent The Row trhough their visuals creating a story online.
61
PUBLIC
RELATIONS
INFLUENCERS
+
CONTENT
PLAN CREATORS BELEN’S VISUAL WORLD:
BELEN HOSTALET HARD WORKING INFLUENCER CO-FOUNDER OF A SHOE COMPANY IN SPAIN
63
PUBLIC
RELATIONS
INFLUENCERS
+
CONTENT
PLAN
COLLAGE VINTAGE (SARA ESCUDERO)
CREATORS SARA’S VISUAL WORLD:
HARD WORKING INFLUENCER - BLOGGER - PHOTOGRAPHER FOUNDER OF COLLAGE VINTAGE WEB. (it’s content is often used by Vogue for Street Style)
65
DIGITAL Social
PLAN
Media
Mission
&
Aim
CREATIVE CONTENT Focus on Instagram & Facebook Facebook: Brand News related content Instagram: creative and aspirational content Keep doing what THE ROW is currently doing on Social Media, since the direct Target and Audience are not found in the platforms looking for inspiration or new brands. LESS IS MORE applies once again to explain THE ROW’s strategy and approach to the Digital World Exclusive and Selective: The company does not allow to shop online from their website.
67
EVENTS
O B J E C T I V E S·
Bring THE ROW’s Values and Visuals to life through creative concepts adapted to each event · Create a special connection with the guests and gain their appreciation · To bring awareness to the brand in the Market by the Olsen’s presence on all four events · Strengthen the positioning and message of the brand in the Spanish culture
69
EVENTS
GUEST LIST ON THE ATTENDANCE: AMBASSADORS: Vanesa Lorenzo, Judit Masco, Veronica Blume, Laura Sanchez, Nieves and Coral Bistuer.
OPENING STORE
CHARITY COLLECTION
OPINION LEADERS:
Eugenia de la Torriente, Belén Antolín, Javier Pascual del Olmo, Yolanda Scristán,
Ana García Siñeriz.
INFLUENCERS:
Nina Urgell
KEY CLIENTS:
FASHION SHOW
FABULOUS EVENT
María Garaña -V.P. at Microsoft Europe Pilar López - President at Microsoft España Ana Patricia Botín - President at Banco Santander Sol Daurella - President at Coca-Cola Iberian Partners Pepa Bueno - Director at Hoy por hoy in Cadena SER Àngeles Barceló - Boradcaster Elena Carasso - Director at Mango digital dommerce Almudena Grandes - Author Gemma Nierga - Journalist Ana Pastor - Journalist and TV anchor at La Sexta Susana Griso - Journalist and TV anchor
Ana Fernández - Actress and Singer Inma Cuesta - Actress Blanca Suárez - Actress Silvia Alonso - Actress Leticia Dolera - Actress Emma Suarez - Actress Paz Vega - Actress Belén Rueda - Actress Isabel Coixet - Movie Director Inés París - Movie Director Ángeles González-Sinde - Movie Screenwriter
71
EVENTS OPENING
STORE
OBJECTIVES
EVENT
OPENING STORE
CHARITY COLLECTION
FASHION SHOW
FABULOUS EVENT
路 To bring awareness to the new store in Barcelona 路 Create engagement with the experience 路 Connect with the key clients 路 Establish an emotional response with the guests from the presence of the Olsen Twins
73
EVENTS OPENING CREATIVE
STORE
EVENT
CONCEPT EXPRESS THE STYLE ELEGANCE & SIMPLICITY
EXPERIENCE “MORE A
THAN
STORE”
CONNECT THROUGH THE SPACE INTERIOR DESIGN
75
EVENTS OPENING -
THE
STORE
STORE
EVENT
look
&
feel
77
EVENTS OPENING
STORE
TEASER
EVENT
FOLLOW-UP
Teaser of 100 people: Press, buyers, key clients, ambassadors influencers and friends of the brand
Attending: brand staff and friends, ambassadors, influencer and content creators, opinion leaders, key clients and press.
Thank the guest for their attendance. Send thank you gift ( Opinion Leaders, Ambassadors, Key Clients and Influencers)
Email: Save the date & creative concept Sent 3-4 weeks before the event.
Location: THE ROW Store (Paseo de Gracia 27, Barcelona). Date: October 2019
PR team sends an email to all the media invited reporting about the event and will send with a media kit attached with information and data about the event.
路 Welcome drinks from entrance to the end 路 Interaction of the designers and the brand personnel with the attending guests 路 Music display of classic instrumental music 路Gifting of thank you bag to the guests.
79
EVENTS CHARITY
EVENT
OBJECTIVES
-
Exclusive
Spain
Collection
OPENING STORE
CHARITY COLLECTION
FASHION SHOW
FABULOUS EVENT
· To raise funds for a cause · Join a social cause and support it · To gain loyalty and value from the spanish audience by collaborating with a spanish charity
81
EVENTS CHARITY CREATIVE
EVENT
-
Exclusive
Spain
Collection
CONCEPT
SUPPORT
THE ROW
Bringing back the Classics
FUNCACIÓN
JOIN 80%
A
SALES
CAUSE PROFIT
WOMEN MUJERES
HAVE AN IMPACT PURCHASE DO
&
GOOD
83
THE
COLLECTION THE
CHARITY
F U N DA C I Ó N M U J E R E S “Fundación Mujeres is an NGO created in Madrid in June of 19941 that works in defense of equal opportunities between men and women.” (Wikipedia, Fundacion Mujeres)
85
EVENTS CHARITY
EVENT
-
Exclusive
Spain
Collection
EDITORIAL OF THE COLLECTION WITH PENELOPE CRUZ
P E N E LO P E C R U Z J O I N S T H E O L S E N S TO RA I S E AWARENESS ON WOMEN’S RIGHTS WITH THE E XC L U S I V E CO L L E CT I O N O F T H E ROW I N S PA I N
87
EVENTS CHARITY
EVENT
-
Exclusive
Spain
TEASER Teaser of 100 people: (Collection Launch) Press, buyers, key clients, ambassadors influencers and friends of the brand Email: Save the date & creative concept Sent 3-4 weeks before the launch
Collection
EVENT Location: THE ROW Store (Paseo de Gracia 27, Barcelona). Date: October, 2019 Launch of the Collection in the Store in Barcelona
FOLLOW-UP Thank the guest for their attendance. Send thank you gift ( Opinion Leaders, Ambassadors, Key Clients and Influencers)
PR team sends an email to all the media invited reporting about the event and will send with a media kit attached with information and data about the event.
¡
89
EVENTS FASHION
SHOW
EVENT
OBJECTIVES
· To present the collection and add value to the action · Shine light to the cause and spread the word · Connect with the guests · To bring awareness to the new store in Barcelona · Create engagement with the experience · Connect with the key clients
OPENING STORE
CHARITY COLLECTION
FASHION SHOW
FABULOUS EVENT
· Establish an emotional response with the guests from the presence of the Olsen Twins
91
EVENTS FASHION CREATIVE
SHOW
EVENT
CONCEPT
Intimate Show for the presentation of the exclusive Spain collection.
THE CLASSIC PIECES
Value of the event from the strong image of the Olsens’ presence.
STYLE LOOK & FEEL
CREATE A CONNECTION
93
EVENTS FASHION
Look
&
SHOW
EVENT
Feel
Models Hair
&
Makeup
95
EVENTS FASHION
STEFFY ARGELICH
SHOW
EVENT
BLANCA PADILLA
MARTA ORTIZ
DALIANAH AREKION
NURIA ROTHSCHILD
Hair by: Anara By Ana Lerida
Spanish top models of the moment
ALBA GALOCHA
ALEJANDRA ALONSO
NEUS BERMEJO
Make up by: MAC
97
EVENTS FASHION
SHOW
EVENT
TEASER Teaser of 100 people: Press, buyers, key clients, ambassadors influencers and friends of the brand Email: Save the date & creative concept Sent 3-4 weeks before the event.
EVENT Attending: brand staff and friends, ambassadors, opinion leaders, key clients and press. Location: THE ROW Store (Paseo de Gracia 27, Barcelona). Date: November, 2019
FOLLOW-UP Thank the guest for their attendance. Send thank you gift ( Opinion Leaders, Ambassadors, Key Clients and Influencers)
PR team sends an email to all the media invited reporting about the event and will send with a media kit attached with information and data about the event.
Welcoming drinks and tapas Fashion Show After the Show Hang Out in the Store
99
EVENTS FABULOUS
EVENT
OBJECTIVES
OPENING STORE
CHARITY COLLECTION
FASHION SHOW
FABULOUS EVENT
· To represent the brand with the actions in the event · Make it all about THE ROW staff and members · To embrace the brand through an experiential event · Connect with the guests · Establish an emotional response with the guests from the presence of the Olsen Twins
101
EVENTS FABULOUS
EVENT
CREATIVE
CONCEPT EXPERIENCE
CULTURE
ART
103
EVENTS FABULOUS
EVENT
-
ARTIST
ALICIA FRAMIS
ROOM OF REFLECTION
LIVE ART SHOW WITH INTERACTIVE SETS
105
EVENTS FABULOUS
EVENT
-
LOCATION
FOUNDATION JOAN MIRÓ Parc de Montjuïc, 08038 Barcelona, Spain
107
EVENTS FABULOUS
EVENT
TEASER
EVENT
FOLLOW-UP
Teaser of 100 people: Press, buyers, key clients, ambassadors influencers and friends of the brand
Attending: brand staff and friends, ambassadors, influencer and content creators, opinion leaders, key clients and press.
Thank the guest for their attendance. Send thank you gift ( Opinion Leaders, Ambassadors, Key Clients and Influencers)
Email: Save the date & creative concept Sent 3-4 weeks before the event.
Location: FundaciĂłn Joan Miro (Montjuic, Barcelona). Date: Dicember 2019
PR team sends an email to all the media invited reporting about the event and will send with a media kit attached with information and data about the event.
Live Show Exhibition For the The brand, about the brand ¡
109
CROSS A
EXPERIENTIAL
collection
for
MARKETING
Mother’s
Day PARTNERS
SPANISH
OBJECTIVES
FAMILY
BASED
COMPANIES
· Cross brands with the same market in the fashion industry · Share audiences and achieve more visibility · Create a proposal of the action that will represent the “cross” in between the brands Barcelona
Barcelona
Cantabria
· Establish the brand values and strengths by partnering with family based companies
111
CROSS A
EXPERIENTIAL
collection
for
MARKETING
Mother’s
Day
PARTNERS
THE ROW
TOUS
The Row is an American luxury fashion
The Row is a luxurious, understated and re-
Tous is a respected luxury jewelry brand
The founders are Salvador Tous Blavi and his
design house founded in 2006 by Ashley
laxed brand that focuses on timeless elegance,
from Spain. The company came alive in
wife Teresa Ponsa Mas, who have pushed the
and Mary Kate Olsen. The brand’s mission
finding the finest fabrics and the perfect fit.
1920 thanks to the dream of a hardworking
company to be where it is today, with approxi-
is to support high-end fashion manufactu-
The company values the familiar grounds as
and entrepreneurial family, and a commit-
mately 2.000 workers and 400 stores in 45
ring in the United States of America.
well as the partners.
ted and dedicated team.
countries.
113
CROSS A
EXPERIENTIAL
collection
for
MARKETING
Mother’s
Day
PARTNERS
Sierra Cantabria “Gloria Vergés by the hand of her husband
settled the modernization and specialization
“From a heritage of exceptional vineyards
hand of man. The result is a collection of oeno-
Ricardo, introduced Natura Bissé on the
of the offer, and after the founder’s death, it is
of the Sonsierra are born unique wines
logical jewels that are born with a vocation to
map of Spanish luxury cosmetics in the
now the children who have taken over the bu-
that convey the essence of each terroir, the
endure over time.
80s. As the 1980s passed, the catalog of
siness. A company that is more than a family
expression of Tempranillo in perfect con-
The tradition passes down from generations,
products was expanded and by the 90s the
under the watchful eye of the mother, also the
fluence with the climate, the soil and the
and grows to a passion of family.”
jump international. The turn of the century
president of the family foundation.”
FOUNDATION RICARDO FISAS NATURA BISSÉ
115
CROSS A
EXPERIENTIAL
collection
for
MARKETING
Mother’s
Day
THE PARTNERSHIP The sale and launch of the Collection for Mother’s Day will be held in THE ROW Store, with an elegant display of the jewlery pieces. The partners will be joining at the event, providing beverages and a mini master class of the beauty products. DATE: Launch in April 2020 (Mother’s Day in Spain is May 8th)
TOUS
NATURA BISSÉ
SIERRA CANTABRIA The partner will provide beverage service at the event
The partner will provide beauty care in the store as the event goes on
by
THE ROW a Collection for Mother’s Day
“DIAMOND COLLECTION is the most exclusive care for your skin. Natura Bissé gives you the purest symbol of their commitment and fidelity with beauty” (Natura Bissé Website)
TESO LA MONJA 2011 990,00 €
DIAMON COLLECTION Approx: 1900 €
Sierra Cantabria 117
CROSS A
EXPERIENTIAL
collection
THE
for
MARKETING
Mother’s
Day
COLLECTION
Earrings
Rings
Necklaces
Bracalets
Mama (Mom) Specials
119
CROSS A
EXPERIENTIAL
collection
Who
are
we
for
Mother’s
talking
25-30 YOUNG AND SUCCESFUL ECONOMICALLY BEGINING OF THE CAREER Has a refined taste for fashion
MARKETING Day
to?
20-30 ECONOMICALLY SUPPORTED BY FAMILY FOUND Has a refined taste for fashion
MID 30s-40s, IMPORTANT JOB POSITION, elevated income TOP OF HER CAREER Appreciates quality over quantity
MID 50s AT THE TOP OF HER CAREER, HIGHEST POSITION IN THE COMPANY (CEO, PRESIDENT, VICE PRESIDENT) Appreciates quality over quantity
60s-70s END OF HER CAREER EXTREMLEY WELL SITUATED ECONOMICALLY Appreciates quality over quantity
“IMAGE” STYLING IS A MUST IN THEIR LIFE POSITION. (Face of -)
121
CONSUMER
ENGAGEMENT FEMINISM
OBJECTIVES · Establish the brand’s audience platforms · Create activities for each platform · Analyze main touchpoints
- SUPPORT WOMEN WHO HAVE SUFFERED SEXUAL ASSAULT-
· Increase the engagement with the audience by relating to their interest · Present the brand’s values and images through the activities
THE HIGHEST NEED
BE SUCCESSFUL AS INDEPENDENT WOMEN
KEY DRIVERS
PERSONAL & CAREER GROWTH, QUALITY, ELEGANT AND CLASSIC STYLE
KEY EMOTIONAL BENEFIT
DRIVEN BY SUCCESS AND THE EMPOWERMENT OF WOMEN
BRAND ROLE
THE ROW HELPS US STAY ELEGANT AND TIMELESS DAILY LIFE WARDROBE
COMM. PLATFORM STATEMENT
APPRECIATE THE QUALITY IN ALL ASPECTS
Book: The Survivors
HEALTH
ART
- MENS SANA IN CORPORE SANO -
- SUPPORTING TALENTS THROUGH ART & FASHION -
Intimate Yoga Class
Shantell Martin for THE ROW 123
CONSUMER
ENGAGEMENT
FEMINISM - SUPPORT WOMEN WHO HAVE SUFFERED SEXUAL ASSAULT -
Book: The Survivors THE SURVIVORS by: THE ROW
“Perectistis accum quo endene velis eveliquis num voloreiciist eosae planis nectaquos�
Joining the cause of Sexual Assault, this book wants to represent and empower the women that went through this tragic experience. As women and a Women founded company, we stand by each other and we fight to find equality of genders. Date: 2020
February
MARIA FERNANDEZ
Pore consed quis resequatur magnihilibus mo offici recto maxim repuda corporessi quidebi tatquae re eseque si dolorestiati dipiduntem volentios plit, con resciis milici corio. Oloria quatae erio. Bea volupta erehend escitiae veroresequas ut pratiandam, quo doluptatem sunt aut laut utem volor magni quae. Pudam atem fugiatis aut ad que ratiusam autem experru mquiati nvelitem quo eaquiderias consequae que nos moditia quam utemper itatium dolo exerum ratemque cus exceaquis exeribus inctium laboriorHitas viderfero molo et quis de molo teceseq uundant parum fugitatquia volupti atumqui ipsandeles re, officatas dem dolorum iur? Aquis eum re od mincit, occae volorat maximus illes ex exerae is et aliatus ditae est milignimi, veribust quam nobis aut utendit vellaut facea volor auteniendam disquam esedis essincilis acepudit fugia as acim etur, que expereic tent ut aut ex es dolorpos et ipictesed ea vita autem corepra tquoditatus, volupis eum quidit, odipsandae possimus, nobis volenda ndandebis qui volorepro occus ercitatius est quam, conem ratio doluptatur sediaeces estibus aut qui quistemperor atiatent eariamus, tem ent, corum accus, ut accuptam rem none sam, eos quianda nditio. Ut fuga. Ut endanit venem ut as eostio. Oditate veribere di acitas volorrum vit qui uta consequo que dio qui dus por sam es nis endam quam volum idunt. Perectistis accum quo endene velis eveliquis num voloreiciist eosae planis nectaquos dolorum autem ipsum eserspero quo eos eum dolupta et voluptae de veliqui a cus. Hillectur? Rorescil ipsaecae et landae nonseque voluptas dolum quisit remquam doluptatur sit ut lab int exceriate nosam rem facesse quaepel endist ratur rerum ium quibeatque volorepel iliqui quatur simusanim volent unt mo beruptae volorument utat es iuribus imint landae sequas etus elit lam etur sam suntio de de corro dolor auditat opta que del int lat. Nam qui re nus ut hillectae sitatis audit omnis am, occusan duntio beatur maio blacear uptatatqui as et everciliti blaut mod ut ipic te recto con consequiae. Porerepta nosanienis dita que nullute laborerumqui to mincto teni doluptates quatibeaquos et excea voluptus, sumquasi sequunt facidem incia nitiaese qui non everuptis simus molo enda am eatem ideliquam, comnimus, ut omnimus inus etur suntisq uatint et omnit eationsequi sedigentur sequi doluptatem. Ci sed estotatiore, ut volorecabo. Atem ent es nonsequi blabo. Porem fugiae mil il eos restem cus, cuptatio eos volores vendest omnis sunt rectur sequi officia sum quametur rest ame dolorit et mollorum reruptatur, ad quam et acepere risquia
125
CONSUMER
ENGAGEMENT VANESA LORENZO
HEALTH - MENS SANA IN CORPORE SANO -
Intimate Yoga Class Taught by our ambassador Vanesa Lorenzo, who is also a Pro Yogi. Attendance: Key Clients, Ambassadors, Influencers and content creators, press. Location: THE ROW Barcelona Store Date: March 2020
127
CONSUMER ART
ENGAGEMENT - SUPPORTING TALENTS THROUGH ART & FASHION -
SHANTELL MARTIN
Shantell Martin for THE ROW Collaboration with an artist that shares the brand’s values and views. The collaboration will consist of 2 pieces of furniture created by the artist and a customized The Row leather jacket by her distinctive designs that will be sold exclusively in store in Barcelona. Location: THE ROW Barcelona Store Date: October instore opening 2019
129
SPONSORING
&
PRODUCT
PLACEMENT
1-THE MAIN
OBJECTIVES
· Spread the brand awareness · Establish the brand in luxury by associating with the most known luxury brands and celebrities
Luxury Gallery Art
· Promote the brand’s values and values · Use of services and needs through other brands · Give the opportunity to a brand that wants to gain visibility
131
PRODUCT PLACEMENT 2-COMERCIAL 4-TECHNICAL
CELEBRITY ENDORSMENT Placement of the Moet & Chandon Rose Imperia champaign to entertain the customers on the Fabulous Event It is considered Product Placement because this is beneficial for Moet & Chandon, since it is not considered a needed service for the event and they gain visibility with THE ROW’s audience.
Dress the celebirty influences in the country and worldwide like Elsa Pataky, of Spanish herritage.
Paula Echevarría Blanca Suárez Úrsula Corberó Sara Carbonero Elsa Pataky
133
YEAR
CHRONOGRAM
THE ROW Actions
· Manage the time for every activity into monthly sets
2020
· Set and organize the activities for the communication plan into a year-long chronogram.
2019
OBJECTIVES
Press Features
September
PR:Meeting w/ Ambassadors Event: Meeting about Fab. event w/ the location VP.
Issues: CEREAL, COLLAGE VINTAGE, VOGUE, Harper’s Bazaar, Yo Dona, Wallpaper*
October
Event: Opening Store, Charity Collection, PR: Send thank you gifts Consumer Eng: Art Collaboration Display + Sale
Press Release: Before events + Media Kit (After) Celebrity Endorsment Coverage
November
Event: Fashion Show PR: Send thank you gifts
Press Release: Before event + Media Kit (After) Celebrity Endorsment Coverage
December
Event: Fabulous Event PR: Send thank you gifts
Press Release: Before event + Media Kit (After) Celebrity Endorsment Coverage
January
PR:Meeting w/ Ambassadors Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
February
Consumer Eng: The book Product Placement: Celebrity endorsment clothing
Press Release: About the book launch
March
Consumer Eng: Yoga Class Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
April
Cross Ex. Mk.: Launch Collection Mother’s Day Product Placement: Celebrity endorsment clothing
Press Release: Collection Mother’s Day Celebrity Endorsment Coverage
May
PR:Meeting w/ Ambassadors Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
PR:Meeting w/ Ambassadors Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
Product Placement: Celebrity endorsment clothing
Celebrity Endorsment Coverage
June July August September
135
TEAM COMMUNICATION DIRECTOR
OBJECTIVES
MEDIA DIRECTOR
PR DIRECTOR
DIGITAL DIRECTOR
EVENT DIRECTOR
RETAIL DIRECTOR
PRESS DIRECTOR
DATA DIRECTOR
CONTENT DIRECTOR
CREATIVE DIRECTOR
EXPERIENCE/IN-STORE
ADVERTISING DIRECTOR
PROTOCOL DIRECTOR
MARKETING INNOVATION DIRECTOR
ART DIRECTOR
MERCHANDISING/VISUAL
SHOWROOM DIRECTOR
ART DIRECTOR
COPYWRITING DIRECTOR
PRODUCER DIRECTOR
CRM
CREATIVE / ART
PLANNING DIRECTOR
STRATEGIC PLANNING DIRECTOR
· Manage People and Money · Team to solve the problem the client is facing
EXTERNAL RELATIONSHIP DIRECTOR
STRATEGIC PLANNING DIRECTOR
137
REPORT
-
BUDGET CONCEPT
Public
PRICE
Public Relations
17.190.000 €
Media Buying
1.230.400
Digital
Relations
CONCEPT
€
Opinion Leaders
1.000.000
€
Ambassadors
6.000.000
€
Testimonial
10.000.000
€
Influencer
50.000
€
Influencer + Content Creators
140.000
€
€
200.000
€
Events
5.080.000
€
Cross Ex. Mk.
1.080.000
€
Consumer Engagement
170.000
€
Product Placement
8.000.000
€
Team
2.000.000
€
TOTAL 17.190.000 €
TOTAL 34.950.400 € 139
REPORT Media
-
BUDGET
Buying COUNTRY
Online
PUBLICATION CEREAL Online Magazine
Events
Digital
6 Pages (Posts)
Global
€ 70.000
CONCEPT €
Social Media Manager
€ 200.000 €
TOTAL 200.000 € Spain
Collage Vintage Website
3 Pages (Posts)
VOGUE Magazine
5 Pages
Spain
122.400 €
Harper’s Bazaar Magazine
6 Pages
Spain
840.000 €
YO DONA Magazine
6 Pages
Spain
80.000
Wallpaper* Magazine
5 Pages
Europe
110.000 €
8.000
CONCEPT
€
Opening Store
80.000
Charity Event Collection
1.000.000 €
Fashion Show
1.000.000 €
Fabulous Event
3.000.000 €
€
€
TOTAL 5.080.000 €
€
TOTAL 1.230.400€
141
REPORT Cross
-
Ex.
CONCEPT
BUDGET Consumer
Mk.
CONCEPT
€
Engagement €
Collection
1.000.000 €
The Book
90.000 €
Event
80.000
Yoga Class
30.000 €
Art Collaboration
50.000 €
€
TOTAL 1.080.000 €
Product
Placement
CONCEPT
Team
€
Celebrity Endorsment
8.000.000 €
TOTAL 8.000.000 €
CONCEPT Staff
€ 2.000.000 €
TOTAL 2.000.000 €
TOTAL 170.000 €
143
ANNEX:
INITIAL
BRIEF
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