launching
mode
introducing the brand This report delivers a proposed communication strategy on how the perfume brand Mode will be launched. The brand name Mode is a bold depiction of fashion, aimed at the enthusiasts of the forever developing industry of fashion and the four capital cities that support the industry. Our consumers require affordability combined with luxury; therefore Mode focuses on those with an adoration for fashion yet cannot afford the expense of the typical luxury lifestyle. It is highly important that we as a brand continuously relate to our target consumer, meaning it’s launch; organization and advertisement focuses on those who want to buy an element of the industry without the unattainable cost. The concept behind our brand aimed at 16-22 year olds is the four main fashion weeks. Concentrating on the femininity and romance of Paris, the lively and bold New York, the classy and lustful Milan and the authentic luxurious vibe of London. Four major landmarks that offer a variety of styles and experiences for distinctive young females. We are a brand offering an element of each fashion week enabling our consumers to possess a part of the experience.
paris
new york
milan
london
initial launch The Initial launch event for Mode will be held at the Selfridges flagship store on Oxford Street, central London. The location is perfect as it is right at the heart of one of the city themed perfumes, the authentic and luxurious London. As Mode originates from England, it is essential that the initial launch be held there where it was formed. Selfridges is an indulgence for any fashion lovers, for their variety of clothing, fragrance and makeup makes it a luxury shopping experience. Our brand, focused on the glamorous lifestyle of fashion fits perfectly in the ultimate shopping experience that Selfridges offers. Nonetheless offers affordability, which Selfridges cannot always attain, making it an exciting contrast against the endless designer brands. Selfridges offer unique types of styles, which we as a brand are also offering as we are launching four varied perfumes, from bold to romantic. We are offering stylish products in the center of where our target audience searches continuously for inspiration and lust over the products they cannot always afford.
mode perfume bottles
the launch of
mode
the smell of fashions future @ selfridges cultural.stylish.innovative.
The event will be exclusive. A pop up store taking place on a Saturday, a popular day for shopping at 10:30, an hour and a half after the department store is closed for the public. Two months before the event flyers, social media posts and billboards will surround London advertising the event, absorbing people. The event although exclusive is open to anyone with an interest for fashion, which they must prove before the day by sending their blogs, background experience or personal designs relating to fashion that they have created by email or uploading them on to Mode’s social media pages. We as a brand want to appeal to fashion aware consumers to offer products that are remote from being tacky. Important industry individuals such as editors will also be invited to give the brand status and to help spread awareness of our perfumes. Editors such as Cindi Leive, the editor-in-chief at Glamour magazine and Theresa Caney, the online editor at Company magazine will be invited, for their attendance will support us advertising in both magazines and online. Both magazines are highly trendy; yet focus on a slightly younger audience compared to Vogue, making it perfect advertisement space for Mode. Cara Delevingne will attend the event for her reputation of being one of the top models at the past London Fashion weeks, her youthful personality and success not only supports our brand but her celebrity status will catch the attention of both industry experts and our consumers. She will be modeling with our perfumes to represent their luxury. Pictures of her and Mode’s perfumes will then be uploaded onto both Selfridge’s and Mode’s social media pages for further brand awareness.
“Some perfumes are facile and some are complicated; some are representative, some abstract. Above all, some are better than others.” (Turin, L. Sanchez, T.,2008,p.3). Therefore a brand having a variety of perfumes heightens it’s success, hence the theme of Mode’s launch event which will consist of four sections. A typically feminine section with surrounding tones of pink to imply Paris, a vibrant yellow section to signify the boldness of New York, a more erotic section, with use of exotic green shades to represent Milan and brave shades of blue to highlight luxurious London. By creating separate sections at the pop up store there becomes a larger buzz around each individual perfume, as they become independent, allowing different types of females to be lured in by which section most evokes their instincts. A selection of alcoholic cocktails and non-alcoholic cocktails for those younger than 18 will be served at the event, to represent the glamorous side of the brand. A cocktail from each of the four cities will be available from a White Lady to a Cosmopolitan, made freshly at the event by the workers at Aqua Spirit bar just outside Oxford Street, a trendy and youthful bar alike our brand. The idea of complementary cocktails allows our guests to experience more than just a fashionable element of the four cities and persuades them to buy into Mode. For Entertainment Iggy Azalea will be playing next to the pop up store. She is an artist who attends fashion week and is both trendy and glamorous. Her song Fancy features in our perfume advert, therefore the upbeat and fresh artist will engage Mode’s guests.
international launch events After the initial launch in London, if our consumers and the industry experts realize that the brand is fresh and exclusive, Mode will therefore hold events in Paris, New York and Milan before the upcoming fashion weeks begin. Holding them before the fashion weeks start gives people a preview of what is yet to appear in the four cities and allows people to experience our four perfumes before, during and after the fashion weeks, which will also give more recognition. The event will again be in a pop up store in each city with the same guests, so that people around the globe can associate invitees such as Cara Delevingne with the brand Mode. The launch in Paris will be held at Au Printemps a unique department store that has one of the largest fragrance selections in the world, the launch in New York will be held at Bloomingdales department store, for it’s reputation and variety of fragrances and lastly the launch in Milan will be held at La Rinascente for it’s luxurious shopping experience and status. Mode will contrast against the high priced brands the department stores offer, but its importance will stay strong for it is fashion focused. The same advertising flyers, billboards and posts will be released before each event to try and lure foreign fashion lovers into our brand. “People will seek information about the new brand first and foremost through your website. They will make up their mind who you are, what you can offer, how professional you are, and whether or not they can immediately connect with the brand on an emotional level.”(Consultancy ,F.,2013,p.172). Therefore it is crucial that Mode advertise the events and what the brand is about on their social media web pages. Mode feels that people will be intrigued about the unique concept along with enjoying the beautiful cities surrounding the events. If the London event is a success, to build brand loyalty Mode will spend more time with consumers in Paris, New York and Milan to find out what perfume best matches their personality, or what best arouses their senses.
public relations “Public Relations is about reputation- the result of what you do, what you say and what others say about you.”(Gregory, A.,1996,p.3). Meaning it is vital to have a PR agency that supports and understands Mode to then express to our consumers who we are, benefiting our brand and making it more effective in the market place. Mode would work alongside Stefanie Mohr the PR director at Glamour magazine. She is based in New York, which will allow Mode to gain more international experience. Her strategic and innovative experience at Glamour means that she understands the industry in fashion, lifestyle and fragrance entirely, therefore when organizing events for Mode she would know what our target consumers want and expect while also delivering a glamorous approach. Her experience at Glamour means that she could support us advertising in Glamour magazine, for it is where we at Mode hope to advertise in, because it advertises youthful and trendy products alike our brand. Stefanie would organize the launch events for Mode, contacting our guests and selecting what consumers have the most adoration for fashion to be able to attend Mode’s events. She would also organize an event for consumers, for those who follow our social web sites giving them a chance to win tickets to the four fashion shows, which will be explained in detail when stating Mode’s advertising ideas and opportunities.
brand ambassador To reach success it is vital that Mode employs a brand ambassador to socialize with our consumers, persuading them to buy into our brand. By handing out flyers and putting up billboards around central London, where the big shops are situated we will be strengthening brand awareness. The brand ambassador would also structure the social websites such as Twitter and Facebook, using visual advertising including our four perfumes and adverts, news about our products and information about launch events making our brand recognized. Mode has chosen Emma Watson to take on the role of brand ambassador. “Known for her powerful accomplishments Emma Watson captures the fresh, young and vibrant spirit of Lancôme.” (Cong, A.,2013,Famous Brand Ambassadors.) Her experience at Lancôme means she has worked with youthful consumers and understands how to connect with them therefore promoting the brand. Her celebrity status will lure people in for she is respected by the media, making people feel privileged to associate with her and the brand Mode. Above all she is a female, therefore knows precisely what other females look for in a brand.
print advertising Advertising is the key most important aspect for consumers to understand and recognize a brand. Although currently the world is a digital domain, print advertisement is still important as it allows readers to physically feel and see something in front of them instead of on a screen, therefore heightens ownership. As previously stated Mode, with help from Stefanie Mohr will be advertised in Glamour magazine and Company for the youthful magazines are both trendy and advertise other affordable products such as perfume. This means that competition will be higher, yet Mode’s unique concept gives an edge against typical celebrity and designer perfumes. Glamour and Company are also both available in Europe and America, relating to our four city concept and consequently will further awareness. Advertising by creating billboards and posters gives us the advantage of reaching consumers on the move. “Increasingly we are encouraged to buy into the brand experience, rather than simply purchase a product.” (Stewart, B.,2007,p.147) This is why advertising is essential, for it allows people’s imagination to interpret a brand how they want to when absorbing the creative advertisement we produce.
digital advertising The Internet is a never-ending network, home to digital advertising. Since it is used increasingly each year, it is the most popular way for people to discover fresh new brands and trends. Relating to print advertising, Mode will be promoted in both Glamour and Company magazine’s online websites, because after researching both magazines it is clear to understand that their consumers are highly similar to Mode’s, therefore readers hopefully will be intrigued with the both stylish and distinct brand Mode. The digital advertising strategy is necessary for brand awareness and success. Mode’s advert will be placed on the homepage of the two websites next to articles on latest trends or catwalk news. This is crucial for luring our target consumers in, because advertising next to posts similar to our brands theme creates a buzz around catwalks and fashion weeks, persuading people to want to buy a piece of Paris or a little bit of London, which Mode is presenting. Available for phones with the latest IOS there will be a free app for Mode. The app helped designed by website designers at Glamour will allow people to upload pictures to find out what their style is. For example a typically feminine girl would most likely be fitted to the perfume Paris, where as an expressive and vibrant female would most likely be fitted to the perfume New York. The game would be advertised as a way to find out peoples styles and how they match the essence of each fashion week’s perfume. By uploading pictures of their clothes to the app, the generator will match their style to the style of each perfume. Once matched with a perfume the consumer will be offered a direct link to Mode’s social media pages to find out more about the brand. The app not only acts as a way of people connecting to the brand in a personal way, but also is a new and exciting way for people to find out what their style is.
the rise of bloggers “The organizers of catwalk shows in London, New York, Paris and Milan all report an increasing presence of bloggers.�(Tungate, M.,2005,p.207) This shows that fashion bloggers are one of their main consumers therefore must be treated importantly. Blogging is a platform for people to post anything they want from latest admired trends to intriguing new products. It is a way for brands to spread awareness by public opinions. The fashion world is a competitive industry, therefore launching a competition for people from all over the globe, allowing them to post interesting current trends in the four cities, Paris, New York, Milan and London will lure people in to get involved with the brand. Mode will select twenty best blogs that capture the trends, culture and creativity of the four cities and will then be given tickets to their most admired fashion week. Posts that are most imaginative and original will win tickets, for our brand is all about being different, therefore our consumers should reflect this. This both increases awareness and creates a buzz about the brand, boosting popularity.
social media Social Media, currently one of the biggest digital platforms for news and advertising is becoming increasingly used each year, therefore it is important for Mode to advertise on the leading social media sites. Facebook, Twitter and Instagram are where Mode will frequently post news on the brand, the four perfumes, trends and information about the launch events. Facebook and Twitter are reliable media sites, for brands can filter how popular they are by viewing how many favorites and likes their posts have and how many shares and retweets. Retweeting and sharing brands posts is a highly successful way for the public to share brands information and adverts through consumer’s profiles, spreading thoughts on the brand by everyday people that provide truthful opinions. “According to a recent study by Imply Measured, 71 percent of the world’s largest brands now use Instagram as a marketing channel.”(Yu, J.,2014,Facebook, Twitter or Instagram.) Therefore for recognition and to compete with other brands Instagram will be another digital platform Mode will use to advertise. To achieve this Mode will upload current trends in Paris, New York, Milan and London matching the colours of the four perfume bottles. It will act as a way of displaying what inspired the four bottles colours and people will be able to discover more from the four cities through the brand, therefore offering major fashion and distinct fragrances, which Mode feels a lot of females will be interested in, especially target consumers. Social media acts as a visual way of seeing what the brand has to offer and what makes it unlike other brands.
the future of mode After the first 12 months of launching and advertising the brand Mode, it is important to offer our target audience even more than the original four perfumes. By customizing the four bottles Mode’s future will be all about making the four bottles resemble the styles of each fashion week. With Mode’s original bottles available all year, the future designs will only be available for limited time, which will increase the desire to buy into the brand. By working alongside Stylesight (a team dedicated to predicting future trends) to trend forecast what will be in fashion in the four cities next year, Mode will create four brand new bottles, still using the same logo for brand awareness, yet creating more stylish bottles will resemble our theme and will create hype around the brand. For example if floral patterns are big in Paris, the Paris bottle will include detail of this to make Mode visually look the stylish brand it is. The concept will stay strong however, with each fashion week perfumes personality the strength of the design. For example feminine Paris, yet by adding more detail of the cities trends Mode will capture the attention of further fashion-devoted consumers.
conclusion To aim for a brand that is effective, Mode throughout has visually represented what the brand is and who it’s aimed at. Launching Mode initially in its hometown gives the brand authenticity yet further launching in its partner cities relates to the brands core and broadens brand awareness. Mode is all about the four main fashion weeks, affordability and a luxurious experience. From complementary cocktails to mobile phone apps the journey of launching the brand is to ensure a permanent space in the market gap and success.
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appendix
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emma bailey
mode