SISTER by SIBLING
SISTER by SIBLING
Brand summary PR credentials Target audience Threats, awareness, opposition Market overview Swot Aims Objectives Key message Press release Media coverage Measuring the success Budget Outcome
Brand summary Sister by Sibling is the womenswear 'sister brand' to cult East London men's knitwear label SIBLING. Launched in 2008 around a pool in Ibiza, after friends Joe Bates, Sid Bryan and Cozette McCreery discussed how 'shockingly dull' the menswear shows were, with the desire to give knitwear a 'good old fashioned shakeup' creating something which challenged the menswear industry that was 'fabulous, indulgent and playful.' The creative trio launched their first collection at 'ridiculously upmarket' East London house party and were instantly snapped up by Beams. Three years after the success of their menswear label and after defining a sought after brand aesthetic, composed of colourful loud knitwear, sparkle, leopard print and mutating classic, traditional knitwear designs or techniques, Sister by Sibling was launched after a long wait and popular demand from the womenswear market. The brand identity of SIBLING, with its roots firmly in punk and high fashion, was replicated throughout the womenswear line and Sister is now in its third season. “We’ve had womenswear buyers, and women in general, on our case from day one - but we wanted it to feel right and grow from the menswear,” explains McCreery. “With the menswear, we have proven sales, deliveries, and quality - plus started our Sibling handwriting. Those are good foundations.”-Cozette McCreery in Vogue SIBLING's innovative designs have created opportunities for collaborations and projects with Cassette Playa, Topshop, Underground, W London, Mattel Barbie, Pudsey Bear, Sophia Webster and most recently, Fred Perry. Collections are styled by long term friend Katie Grand, whilst other close associates include Schwefelgelb, Michelle Lee and Jerry Bouthier. Currently recipients of autumn/winter 2013 NEWGEN sponsorship at London Fashion Week for February 2013, the brand's success can be suggested to be partially due to the approval of industry professionals, having received press from amongst others i-D, Vogue, Dazed and Confused, Elle, The Independent, Opening Ceremony and Topshop. The brand have also successfully increased awareness by collaborating with a variety of creative and commercial artists and brands including Cassette Playa, Topshop, W London, Underground, Mattel Barbie, Fashionary, and most recently Fred Perry and Mr. Porter. Sibling's Knitted Skull jumper and matching Skeleton leggings are part of the permanent collection at the Metropolitan Museum of Art, New York. Their famous Knit Monster recently took the cover of the book Doppelgänger published by Gestalen and is now traveling as part of the Wool Modern exhibition. Sister by Sibling share an online presence with menswear label SIBLING on social media platforms Facebook and Twitter. The brand are yet to make use of other potential marketing tools (Tumblr, Instagram,) however the designers act as brand ambassadors for Sister, promoting the brand activity through personal pages and websites. Having collectively worked previously with Vivienne Westwood, Lucien Freud, Giles Deacon and Lanvin, Sister by Sibling's refreshing spin on classic knits, shapes and forms provides consumers with a fun, playful alternative to everyday basics, excelling in luxury, quality and finish.
Presenting an impressive CV with credentials spread throughout the international fashion industry, Cozette McCreery stands at front of house for Sister's press and marketing team. After becoming a box boy to DJ Fat Tony, Cozette met Jasper Conran on a dance floor and succeeded to work for him for over four years, to 10 years with Bella Freud, and later John Galliano, Modus' Julian Vogel, and as head of press at Solange Azagury-Partidge. 5 seasons ago Cozette became one third of men's knitwear collective SIBLING. Alongside designing and PR-ing for SIBLING, she DJ's, Dj'ing for the 2010 Hoping charity fundraiser with Bella Freud, Jemima Khan and Karma Baulsi, co-runs A Fashionable Pub Quiz, is the 'face' of Richard Mortimer’s Boombox and Ponystep nights and has acted as front of house for the Top Shop Show Space.
Cozette's full list of DJ projects includes: Boom Box, Christian Louboutin, Giles, Goldfrapp, HOPING, Jaeger, K Bar, Kitsune V Ponysyep, LV Men;s, Pony Step, Prada Double Club and Taschen. Her official projects list consists of, not excluding SIBLING and Sid Bryan, Bella Freud and Cooperative Designs for projects, Luke Georgeson for design, Ponystep and HOPING for events and Hanna Hanra, Matthew Stone and Anarchic Female for DJ bookings.
With Cozette in charge of Sister and Sister by Sibling’s press, the brand is able to stay true to it’s identity in a competitive market where collaborations and marketing tactics are employed by out of house agencies to win the publics approval. With Cozette’s experience in pr she is able to oversee all activity and make sure it stays exclusive, whilst keeping the pr in house allows them to choose what is best for the brand and it’s progress.
Target Audience The designers cite their cultural influences as music and art, and state their ideal client as a 'girl with a good sense of humour and a fun, happy attitude.' Whilst many of their products are available to purchase online through websites such as The Corner and Asos, they are currently stocked in a number of leading luxury stockists worldwide, including but not limited to 39, 39, Selfridges, Daily Projects and Russell Street. With a large niche following throughout East London, their products are primarily targeted at young 16-25 year old girls, able to spend money in the luxury goods sector of the market, however the brand has attracted a large international following through emerging markets in Japan, Hong Kong, South Korea and the USA.
Threats- As the womenswear line is only in it's third season, it is not as established as the menswear line SIBLING, which has recently achieved mass publicity and press coverage from it's recent AW 13 menswear show. Sister is yet to have a stand alone shop, and currently finds itself with less stockists then it's 'brother' line, therefore the sales potential is at a disadvantage. The majority of stockists are online, which does not give potential customers the option to physically try on clothes which could also impact sales. Although Sister do carry products in shops such as Selfridges, they are faced with strong competition from other, more established brands such as knitwear and jersey label, Marcus Lupfer, which they currently share a table with in store. Awareness- The lack of a functioning website or mobile presence, withholds viewers accessible, immediate information, through an official source and neglects basic marketing tools. This threatens any new customer base or brand awareness who would rely on a reputable source when researching where to invest their interest. Furthermore, without making use of social media tools such as Tumblr, Instagram and Pinterest, Sister are not targeting a potential audience which access these utilities. Opposition- Whilst competitor brands House of Holland and Markus Lupfer share similar aesthetic attributes to Sister and target customer and media markets, their marketing campaigns and exposure have lead to an increase in awareness and a higher profit margin, through LFW collections and commercially targeted products. Established in 2006, Henry Holland has become a familiar and regular face on the London Fashion scene, similarly Marcus Lupfer gained NewGen sponsorship in 2001. Henry Holland sells products to both spectrums of the market, targeting high street consumers through collaborations with Debenhams and Pretty Polly, meanwhile currently working with Fashion Forward, sponsored by eBay, to launch his first ever pop up show. Successful and commercially viable, luxury labels threaten the staying power of a less established brand such as Sister by SIBLING.
Market overview Studies through Mintel show the age and economical groups associated with regularly purchasing luxury and high end brands. 'Mintel’s research reveals that two thirds of the population buy luxury brands, equivalent to 34.2 million Britons. The popularity of high-end brands is heavily biased towards the younger generation, and declines progressively with age; eight in ten under-25s are luxury goods buyers, compared to less than half of over-55s. It must, however, be noted that young and cost-conscious shoppers (and in particular students) tend to only buy luxury items which have been dramatically reduced in price, and it is 25-34s who are more valuable to the market due to their heightened spending ability. Changes in the market- 'Declining under-25s to hit market – Young adults aged 16-24 are estimated to drop in number by 5% to 7.8 million between 2011 and 2016. This decline in 15-24s will stifle the designer and premium clothing market as these fashion-conscious shoppers are major drivers of sales within the clothing industry, albeit often during sales and other price promotions. 25-34s to prosper market – 25-34s are predicted to grow in number by 10% between 2011 and 2016 and this demographic are enthusiastic luxury shoppers with greater spending potential than under-25s.'-Consumers attitudes to buying luxury clothing, Mintel.com Through reviewing how consumers spend their money and their attitudes with regards to purchasing luxury products, it can be obtained that whilst they are currently most popular with the under 25's, the 25-34s are also a market to be considered by brands as they are increasing in market value. This age range is also expected to grow in number, therefore it would be beneficial to Sister by Sibling to look at marketing tactics which can apply to the 15-35s. Whilst the 25-34s are set to grow in number, it is currently the under 25s who are the predominant luxury goods buyers. Therefore Sister should aim to create a campaign which involves the under 25's market, but considers their spending abilities.
Strengths Established brand aesthetic attracting a specific customer base, targeted East London luxury market in particular16-25 year old consumers Successful in the international market in a short amount of time, also stocked in prestigious stores such as Hervia and Selfridges Credentials associated with the brand and more established menswear line shows brand focus in terms of industry placement Links to the fashion network through Cozette McCreery and designers experience helps advise collection and marketing campaigns Collaborations with high street retailers, Topshop, Underground and Fred Perry Products are successful in showing a range of high fashion, creative products and commercially oriented products Weaknesses Sister is only in its third season and is not as established as the menswear line, therefore the brand’s position on the market place is less stable Yet to have a stand a lone shop, also has less UK and international stockists than ‘brother’ brand Lack of a functioning website does not allow industry professionals or customers official brand information In house pr representation suggests the designers have less time to concentrate on the aesthetic development of the brand Competitive market and designers Opportunities Having recently received Newgen sponsorship for the Portico showrooms, further critical acclaim through press coverage could see the brand pushing for catwalk slots Further collaborations with commercial and creative designers/brands would increase brand awareness to a larger market Through seeing the international success the brand have already achieved, Sister could consider branching into further markets or extend stores in successful markets Threats Competitor brands such as Markus Lupfer and Henry Holland, have currently held a position in the industry for longer through successful marketing campaigns, Sister must achieve similar success through their marketing tactics to eliminate the chance of being ‘knocked off’ the ladder An identifiable design style can be easily replicated by high street designers, selling the products through a more affordable price range, which could potentially impact sales Lack of a functioning website threatens overall online media presence, in comparison to competitors such as J W Anderson and Markus Lupfer
Aims Based on the success of last year's presentation in collaboration with W London and media coverage for Spring Summer 2013,the current critical acclaim of SIBLING via their Autumn Winter collection and their association with the Hospital Club Showroom, Sister by Sibling require a campaign strategy to match previous pr activity and 'continue to climb up the competitive fashion ladder.' By identifying the recent attention Sibling has achieved, which has defined itself as a must have knitwear label for the young 16-25 market in East London, the campaign will use this as a platform to progress Sister to the same cult status, whilst opening sales potential through increasing brand awareness and marketing them as an accessible brand to a wider audience. The main aim for Sister by Sibling to focus on is to achieve a larger brand awareness and brand familiarity through an innovative campaign event, which makes use of the brand's associations and established customer base, involving potential consumers from a wider audience and increasing public brand activity, alongside creating and building upon social media platforms, resulting in a further established identity and more personal affinity to the brand.
Objectives To bring brand awareness to press and public through new social media platforms Position Sister by Sibling as a market leader in the creative luxury brand market in the UK Rejuvenate positive perceptions of the brand to the press and publics, through campaigns including Easts meets West events, pushing Sister’s target market to a wider audience who may be more familiar with competitor brands Bring Sister by Sibling to the same cult status as established brand Sibling through collaborations with luxury ‘uptown’ industry links in West London Cross-promotion between brands resulting in a higher awareness of products Encouraging press and media coverage through brand activity involving press and public
Social media- There is an opportunity for more luxury brands to raise their profiles via luxury blogs, discussion sites and social media. This would be an effective way for high-value segments to connect with their key audience – the young and tech-savvy younger generation. There is also scope for more luxury fashion brands to provide mobile commerce (m-commerce) sites to encourage on-the-go purchases. - Consumers attitudes to luxury clothing- Mintel
To launch the campaign, a new website for SIBLING and Sister by Sibling would be created with the aim launch prior to the events, this will feature history of the brand, collections and collaborations, on and offline stockists and act as a media platform for professional industry and consumers to view and access news and information. Sister and Sister by Sibling’s new website would be split into two home pages: Sibling and Sister by Sibling. This would increase the family oriented feel that the designers wish to communicate with viewers of the brand, and to allow cross promotion between the ‘brother’ and ‘sister’ lines.Throughout fashion week timetables of the brand's activities will be showcased through their social media and new website launch, alongside posters in Somerset House and the surrounding areas focused on the Sister/Somerset collaboration. This will go alongside the launch of a mobile app version of the website, showcasing the same titles with the addition of an upload gallery, allowing the designers and guests to cross communicate their visual versions of the events through photography. Whilst press releases will be sent to the same target audience as the Opening Ceremony event, with a larger focus on the public the brand will send press releases to events platforms Time Out and Visit London. Website and social media by Aimee Bergstrom at Sibling
Through the mobile version of Sister and Sister by Sibling’s website, viewers will be able to access information and mobile alternatives to the website such as photo uploads of SISTER events , timelines and the ability to cross multimedia platforms such as links to Twitter and Facebook. Benefits of a mobile version include a simpler, portable oriented aesthetic and technology based on a smaller device with internet access. This will be of benefit to the brand’s current primary audience of 16-24’s, who according to Mintel are the most comfortable with technology. also provide brand engagement to the 25-34’s who will engage with the brand through the campaign’s strategy.
Opening Ceremony In conjunction with London Fashion week, Sister by Sibling will launch the campaign at with an event at Opening Ceremony, exclusive to industry insiders. As the brand have already hosted successful events in West London in close proximity to Somerset House, and hosting their event with last year at W London proved successful, considering the brand's previous activity in West London it can be obtained that the brand have already realised the positive connotations being associated with a wider market in London can have. Where Sister have previously been involved in events which solely cater to the luxury target audience they aim for, opening this market up and including guests from a wider spectrum will increase brand awareness, whilst providing a positive activity for guests to experience in a fun and innovative surrounding, will prove to increase brand affinity. Opening Ceremony have recently been announced stockists of the menswear line Sibling, therefore introducing Sister would create a stronger presence for both sides of the brand, and raise awareness of Sister. The store is situated in West London's Covent Garden, bringing an uptown market to the predominantly 'East' associated brand, whilst also conveniently being a 5 minute journey from the LFW week shows. Sister by Sibling will host an evening party on the 14th February, prior to the start of London Fashion Week, , from 8 till late, to coincide with the stores opening hours, with a free bar and confectionaries, consisting of pink drinks, food, glitter champagne, glitter cocktails and canopies, music and mannequins showcasing the brand's Autumn Winter 2013 preview. As sponsors of London Fashion Week, Canon, in association with Somerset house, will provide photo booths. This has recently proved to be a success during, and after the event in terms of contributing to the event experience and later exposure. Music will be present throughout the night, courtesy of Cozette McCreery and her resident dj friends at BoomBox and Ponystep, including Princess Julia and Jerry Bouthier. In traditional Sister by Sibling style, the event will be decorated and themed as a 'glitter glitz bash.' Considering Sister's previous presentation spaces, the aesthetic and possible features of the Autumn Winter collection, the store will present guests with oversized sequin pom poms and glitter balls and fairy lights. Target audience/supporting tactics- Industry professionals will be invited, based on their previous press coverage and brand appraisal, and potential influence on press. This includes but is not limited to Katie Grand, Princess Julia, Richard Mortimer, Colin Bach, Alistair Allan, Jack Borkett, Emma Trevalyan, Matt Bramford, Henry Holland, Brandan Freeman, Rebecca Sammon, Will Rowley at BFC, Clare Drummond at Topshop, Laura Bailey, Morgan O'Donovan at the Business of Fashion, Sophia Webster, Tommy Ton, Susie Bubble, Ella Dror, Ebi and Yvan Rodic at Facehunter, Shini Park and Fred Butler. Invites will go to fashion teams at, Dazed and Confused, i-D, Love, IDOL, Wonderland, Ponystep, AnOther, Garage, Grazia, Clash, Elle and Vogue. For newspapers and online journals, invitees will also include fashion teams The Evening Standard, Fashion Monitor, The Independent, TopShop, New York Times, Style.com, Opening Ceremony, Farfetch, The Style King, Time Out and The Times. Photographers and film makers will also be present to assure the event is documented.
Opening Ceremony London is OC’s first European outpost. Opened in October 2012, the year of Opening Ceremony’s ten-year anniversary, the store is located in Covent Garden, just down the street from the OC pop-up shop launched in July 2012 to coincide with the city's summer Olympic Games. The spacious shop floor stocks Opening Ceremony brands from around the world. Cult US favorites like Patrik Ervell, Proenza Schouler, and Opening Ceremony’s own men’s and women’s lines sit sideby-side next to British labels, as well as brands from Korea, OC’s featured country of 2012.’ Openingceremony.us Sister by Sibling’s campaign reveals using Opening Ceremony as a collaborator for it’s first marketing strategy. The store associates itself with creative cult brands which are successful worldwide, making it the perfect choice for the campaign’s first event destination.
Somerset House The campaign strategy aims to improve customer interaction and communication to the brand, though innovative an innovative marketing strategy. Throughout London Fashion Week, Sister by Sibling will hold an event in Somerset House, focused on outside ice ring party takeovers. The parties will have different guest dj's performing every night, including Princess Julia and Cozette McCreery. The event will also hold staff in Sister by Sibling uniforms serving food and drink to guests, as well as an open marquee on the terrace, with price lists of refreshments and snacks available to customers. The opening night of the ice ring parties will take place on the 15th February, in collaboration with East End party planners Dalston Superstore, who took the spotlight at Lovebox Festival 2012 with their dance tent, special guests and line ups including Azari & III, Patrick Wolf and The Rapture, and creative set design. If taking over the first night of the event with Cozette isn’t enough, guests can expect the Dalston brand to provide the set design with assistance from Katie Grand, for the entire duration of Sister/Somerset, which will fit a similar brief to the description at Opening Ceremony. Throughout the rest of the week, a screen playing Sister's AW 13 catwalk will be up in the ice ring. There will be a small pop up Opening Ceremony shop selling 50 selected items from the Sister Spring Summer 2013 collection. Target audience- The event will be open to the public on approval of a purchased ticket, enabling people who are interested in fashion and the brand itself, but are unable to gain a press pass entry . All press and industry links from Opening Ceremony event prior to the Somerset/Sister collaboration will be invited free of charge, with a private vip lounge in Somerset House 'Lightwells and Deadhouse,' an underground passage space running underneath the courtyard 'connecting the lightwells from East to West.'
Somerset House describes itself as an inspiring space for art, culture and creative exchange. Known as one of London’s most prestigous creative centres, this building holds the capacity for an ice rink for customers and the Lightwells and Deadhouse for press and industry, which is located close to the terrace, on which the open marquee will be held. Taking into account the price of the event’s tickets to customers, and Cozette McCreery’s extensive list of industry links and contacts, the event will raise both awareness and increase the brand’s sales. In terms of location, Sister by Sibling will hold at Somerset House because the building support’s innovative and creative design, is located in the centre of London Fashion Week and will showcase the brand in a position which is both popular within London and West London, and is located in an ideal place for press. Sister’s djs and event nights will push Somerset House spectrum of events, and through meetings with Somerset House events team and Dalston Superstore, the event can be managed to meet both the location and the brand’s needs
"Anyone can be a SIBLING if they want; like Coca Cola, it’s very democratic.”
Key message Sister by Sibling’s brand strategies and aims are targeted at a number of different audiences. Predominantly, the campaign is aimed at ‘anyone,’ and through raising awareness about the brand’s aesthetics, the products should appeal to a larger market. Sibling have previously stated that whilst they have a menswear line and a womenswear line, they have seen adrogynous wearings of their products which is something they appreciate, therefore whilst the campaign is pushing Sister by Sibling, it aims to push communication of the language of the designers products to ‘anyone.‘ The campaign involves fun and creative events, throughout Fashion Week, and an established official website which will feature elements of viewer interaction, including videos of the brand’s activity and previous and upcoming events, which will involve the brand. Ultimately, Sister by Sibling would like to be seen as a more accessible, fun brand to a wider market, whilst the products are at the luxury end of the market the brand have a commercial viability and the message of being an accessible brand to a market which may not potentially be able to buy their range of clothing, would still lead to consumer interest and further collaborations and events which may be more affordable can involve those of interest. In terms of press, Sister by Sibling’s campaign would project an image of versatility and expansion to those covering the brand’s ongoings. This would show how they have been successful in leading the luxury market in the direction of creative thinking, and communicate the brand strategy. Ultimately, the press will be in charge of covering the events to an audience who were not involved in the events, so their influence is crucial to communicating the brand’s key message.
FOR IMMEDIATE RELEASE
SISTER BY SIBLING ARE EXCITED TO ANNOUNCE THEIR OFFICIAL AUTUMN WINTER 2013 LAUNCH PARTY COLLECTION PREVIEW IN ASSOCIATION WITH OPENING CEREMONY, EXCLUSIVE TO INDUSTRY AND PRESS AND THE LONDON FASHION WEEK “BRINGING EAST WEST” TAKEOVER OF SOMERSET HOUSE. Sister by Sibling's catwalk debut was just 3 seasons ago, yet the creative East London trio and masterminds behind cult labels Sibling, and Sister by Sibling have already achieved critical acclaim throughout the fashion industry for their innovative use of knitwear, bright colours and punk inspired patterns. To celebrate their fourth, upcoming Sister by Sibling A/W 2013 collection, designers Joe Bates, Sid Bryan and Cozette McCreery inviting industry insiders and press to London Fashion Week's most exciting pre-event party. On the 14th February, Sister are proud to hold a one off, invite only evening at recent collaborator at the uptown luxury store Opening Ceremony, Covent Garden, bringing their bold and brave aesthetics synonymous with East London to the high fashion world of the West. In true Sister by Sibling style, the night will be themed as a 'glitter bash, the store will present guests with oversized sequin pom poms and glitter balls and fairy lights. The night will entail of glitter drinks and cocktails and a DJ set from Cozette McCreery and her friends at Boombox and Ponystep, including Princess Juilia and Bouthier, photo boots courtesy of London Fashion Week sponsors, Canon and the eagerly anticipated preview of Sister's latest collection. Continuing to bring East meets West for the rest of Fashion Week, Sister by Sibling are taking over Somerset House with a launch night on the 15th February, built upon the building's courtyards and terraces. Focused on ice ring parties, the nights will include guest djs, including Dalston Superstore on the launch night, who are planning special guests and line ups and will host creative set design, glitter and sparkle throughout the duration of the event. An open marquee on the terrace completes with refreshments and snacks available to customers. The event will be open to the public on approval of a purchased ticket, at a charge of £40 pound for the opening night and £30 for the remaining days. All press and industry links from Opening Ceremony event prior to the Somerset/Sister collaboration will be provided with cocktails and a press pass, with a private vip lounge in Somerset House 'Lightwells and Deadhouse,' an underground passage space running underneath the courtyard 'connecting the lightwells from East to West.' OC LAUNCH EVENT AT OPENING CEREMONY LONDON, 25 KING STREET, COVENT GARDEN, LONDON, WC2E 8JE Contact Clarissa@SIBLINGLondon.com for further enquires
The media is known for the significant role it plays on fashion marketing. Through fashion journalism, editorial technique and commentary it is the media’s opinions and experience from within fashion industry which influences it’s readers and the general public. The Sister by Sibling campaign has been put together with the strategy of targeting this industries media team to influence the different coverage, angles and outcome with carefully planned supporting tactics, which will be evident through a range of different media angles, targeted at smaller sections of the target audience, and larger more accessible publications, for ‘anyone’ to see.
Media angles and coverage Through the event at Opening Ceremony, press and industry can expect to see the pre-collection before the catwalk event at London Fashion week, allowing the selected guests exclusive access to garments which will be showcased in a range of different media after the LFW has taken place. This will offer a more intimate setting to view and document the collections, thereby presenting this angle into press and media coverage.. Sister by Sibling x Opening Ceremony is a creative collaboration of which, through the listed guests, this campaign aims to ensure coverage by press from Style.com, Facehunter, Vogue.com, Dazed.com, Love magazine, i-D, IDOL, Ponsytep, the Times, the Independent, the Evening Standard etc. Though photographs of the collection can not be published before the presentation in the Portico Showrooms the following day, intimate photographs of the industry professionals and associates can be posted on said blogs, whilst the luxury fun settings including the photo booth, will provide an insight into the following day’s aesthetics. Through the press release these selected guests will also be able to publish the Somerset House collaboration which will follow immediately after the finish. The eccentric and varied surroundings of the Sister by Sibiling x Somerset House event will appeal to a wide press and public audience, It is ultimately this event which the overall campaign’s key message will avail to it’s audience. With features from a variation of publishers from Time Out to USED magazine, Garage and Grazia to the Independent and The Sunday Times, proving to appeal to a wider media audience through it’s innovative of use of ‘events within the event’ . Whist this event will prove successful to media coverage, the strategy has assures that viral marketing will perform as a supporting tactic. A full list of industry emails will be collected from Cozette’s Fashion Monitor which will be distributed before the campaign release, detailing the list of invitees who have not been mentioned on the campaign’s pages. This will not affect the campaign’s viability because the main body of people involved have been mentioned. The launch of new social media coverage is not aimed at receiving media coverage, however it may allow press, bloggers and media further information and news which will help inform their awareness, resulting in more progressed articles etc.
Measuring the success Events- Through involving the public and industry professionals in official Sister events, the brand will receive further recognition through promoting their products, creating fun, luxury experiences for potential consumers will also increase brand affinity and loyalty, thereby increasing the potential for viral marketing as well as the press which the brand aim to achieve. The invite list for both events shows the brand's target market for these tactics, whilst the success of the events can be measured through ticket sales and entry at the door, in comparison with invitations, estimated attendee figures, and previous ticket event sales Sister and Somerset house have held. Sister will be able to measure the success of their press through analysing website statistics, press coverage compared to previous events and competitor events, and by looking on Google analytics for further information about bloggers press. View counts and figures can be compared to blog posts on previous events e.g W London and feedback can be measured through traffic keywords. Reviewing the brand's website and social media will reveal the amount of views the brand's activity post and throughout Fashion Week has received, similarly, the mobile version of the website can be measured through the number of hits. Pop Up- The success of the pop up shop can be measured by how quickly it sells out and the demand after for Sister products. Consumers will be directed to Sister's/Opening Ceremony's website or to the store which is a 5 minute journey. It can be marked if there is an increase at the Covent Garden store or online, whilst comparison statistics can be made from before and after the event by looking at sales from previously established Sister stockists, The Corner, Asos and Selfridges.
Budget Opening Ceremony venue and staff free courtesy of Opening Ceremony Additional lighting, mannequin set up and decorations £300 Pop up bar and cost of drinks/food £500 Invitations printed and dispatched £100 DJ, Pa, decks, speakers, lights ￡500 Somerset House venue space and ice rink free courtesy of Somerset House and sponsors Newgen Staff free courtesy of Somerset house trust and volunteer scheme Dj, pa, speakers and lights £1250, first night free courtesy of Dalston Superstore Pop up store free courtesy of Opening Ceremony Additional, lighting, electrics and decoration £500 in collaboration with DS Income admission £40 launch and £30 thereafter Website and social media cross promotion with We are Useful £150
Tickets available to purchase through redirection on Somerset House website, press releases sent to all major magazines, blogs, websites and industry personnel as previously mentioned prior to event, sold to fill capacity. OC invites dispatched immediately, website and mobile app launch due immediately.
Outcome The campaign will find Sister by Sibling defining themselves as a market leader in innovative luxury British fashion. By hosting two events during London Fashion Week the brand are not only identifying themselves to the fashion industry, but to the British public via documentation in all leading British newspapers covering the event. Through the Opening Ceremony event, Sister will bring brand awareness to the press industry and identify itself as a host of LFW, encouraging critical acclaim throughout the industry with it’s creative marketing tactics. By accommodating the press industry in a fun and friendly way, the event will result in positive media coverage, articles, reviews and photographs immediately before the launch of their A/W collection the following day, generating a buzz prior to the events which will succeed it. By involving the general public in their ongoing event at Somerset House, Sister by Sibling will achieve their key message that Sister by Sibling is for anyone, ultimately raising its accessibility level. The event will increase brand awareness, targeting potential customers in London that may not be familiar with the brand but are interested in fashion or Somerset House, or consumers which are interested in Sister by Sibling but do not have the financial backing to support product purchases. Therefore, providing an event by the brand increases consumer activity at a lower cost to the individual, but increases sales and exposure. As the event is in collaboration with the predominant building associated with London Fashion week and press have been invited, exposure for both events in conjunction with each other is set to make Sister by Sibling the most talked about brand of AW/13.
Through the launch of new social media platforms, Sibling and Sister by Sibling will rise to the same standard as competitor brands with technological innovations. In a competitive market, this type of marketing strategy is imperative to a brand, to assure they do not ‘fall behind the pack.’ Sister’s website and mobile version will ensure that customers and potential customers have a positive experience when accessing the brand’s media and information. Through providing easy web access for customers, Sister can expect a higher awareness of the brand to potential customers, who will be able to understand the brand from a more interactive perspective as opposed to through other associated links providing this information, resulting in increased profit potential through sales. Targeting the press and public with a campaign launched in association with London Fashion Week matches and goes further than previous pr activity. Communicating a clear brand identity and creative direction for Sister by Sibling whilst making the most of and involving the brand’s existing customer base, brand associations and industry links, this will progress Sister by Sibling to achieve it’s most desired aim, to be seen as the must have cult label for 2013 and the foreseeable future for ‘everyone.’