Name: Emily Wright N0Number: N0432548 Course: Fashion Communication and Promotion Module: Creative Networks FASH0106 Module Leader: Si Beales
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Contents
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Introduction - 6 Launch - 8 Concept Locations Expertise and Organisations Celebrity Leverage Public Relations - 13 Strategy Retained Agencies Brand Ambassadors Digital - 14 Strategy Advertising Website Partnerships Mobile
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Introduction
The journey of St. George Street began with finding out what already existed on the market. By looking for gap in the market, we realised that the men’s fragrance industry was much more undiscovered and nowhere near as mainstream as women’s. As a group of girls, we then needed to learn more about men, their habits and what is successful for them. After getting over one hundred responses on our online survey we had a better idea of what the consumers habits are currently. Once we had decided on creating a niche fragrance brand, we visited what would be our competitors, brands as such Illuminum and By Killian. This proved to be crucial in our development. When in London, we came across St George Street, Mayfair, by complete accident. The potential was instantly realised, and the brand was born. After creating a more specified onlinequestionnaire and organising a focus group, we created our consumer profiles. When looking at the different locations on the street, the choice was made to make 5 fragrances based on 5 addresses on the street. Each fragrance is called the address number it represents, and the juice reflects this also. For example, 34, a string music store, juice contains notes such as wood, tobacco and spice. The fifth fragrance, based on St George Parish church, will not have a number and has potential to be an exclusive special edition. As mentioned in our feedback from our concept presentation we would have a close relationship to each of these locations as we do not want to find issues when it comes to intellectual property.
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Launch
We would be encouraging a close relationship with the 5 locations on the street which would all get an incentive to do so. The launch of the brand will be held in Sotheby’s art café. After looking at their existing events and auctions, our launch will run alongside these. On July the 17th Sotheby’s are holding ‘Finest and Rarest Wines’. I feel that this would be a good opportunity to introduce attendees to St George St. I would also be launching St George St at the partnership that is Bentley and the renowned London Private Dining Club. Sotheby’s Art Café- The institute was founded in 1744, the company has only had 2 primary occupied locations. These both being in central London and the latter being on St George St itself. (Anon. (2013). London Overview. Available: http://www.sothebys.com/en/inside/locationsworldwide/london/overview.html. Last accessed 3rd June 2013.) I chose the introduction of St George S to run alongside an existing event, the finest and rarest wines, as I feel this is something the target market would like to attend. Therefore, gaining the right attention and interest. The subscribers of the Sotheby’s newsletter and on their mailing list would receive information about St George St being at the event beforehand. Once at the event, a couple of representatives from the trained team would have an area with point of sale in the style of our logo and brand booklet. The backdrop would be one of our final adverts (the one shown in the advertising section, Page 15, includes a computer render, whereas the final will contain the materialised bottle). Attendees will have the opportunity to smell the 4 fragrances that will firstly be available. The Parish scent will be available as a special edition once the brand has matured. There will be samples to take away and also merchandise such as pens and an A5 leather holder for personal items such as notes and letters. These are items that the consumer will keep and will be a constant reminder that St George St is around and it then makes it at the forefront of their minds if they question where to buy a new fragrance. These also cause question when it comes to friends and family noticing. The representatives at Sotheby’s will be dressed in suits and of the target markets age (35-50). He will know the full history of the brand and will be knowledgeable about its future and how the brand plans to develop.
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“Having stepped out of the luxury and comfort of a motor car graced with a ‘flying B’, an owner may feel a little less than welllooked-after in a regular restaurant.” ClassicDrive.com
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The Bentley Room at Mosimann’s – The private dining club location is described on Bentleys website as “an inimitably British blend of style and tradition” and was also designed by Claulder Moore, who also designed the Bentley Living Room at the company’s Crewe headquarters (Anon. (2013). The Bentley Room at Mosimanns. Available: http:// www.bentleymotors.com/world_of_bentley/ bentley_places/the_bentley_room_at_mosimanns/. Last accessed 3rd June 2013.) In partnership with Bentley, St George St will in effect run an evening at the Mosimann. Guests will also be given the pens and leather wallets similarly to the event at Sotheby’s. The dining room only seats 14, standing room for 28. Because of this, the event will be run over 3 days, making sure we get a wide scope by making it an event to which you can only attend once. I plan on having a long term relationship with Bentley and members of the club will receive updates and we will feature in their newsletter before and after the launch. In the future there is the option to have exclusive products and future event invites for Bentley members. At both of these events, attendees will also hear about the St George St application. This will be described in further detail in the ‘digital’ section of this report. As found out in our focus group, the participants said that they feel celebrity endorsements can often put them off a product. Because of this, I have decided that none will be involved and instead just the typical man of St George St who is very knowledgeable on the brand will represent us. When it comes to leverage across the media, I don’t want it to go too far out to the public. This is because I would like to give the company a more of an ‘in the know’ feel to it which would also add to the niche stance. The target market for St George St isn’t the type who would go for something just because everyone around him owns it. He is much more knowledgeable. Also I need to make sure that any leverage in the media I do put out there is aimed at the right person. I think that by using the app download at the launches would mean this is then a more direct way of getting to the right consumer rather than making it widely known in the hope that the right people see it.
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