FA SHION FORWARD Celebrating Britain • Nurturing talent • Protecting individuals
sponsored by
a brand extension solution developed by
EMBOSS C O M M U N I C AT I O N S
EMMA ROBERTS W15010132 DE0931 Strategy and Promotion Document
This document has been produced by Emma Roberts, Founder and CEO of Emboss Communications, summarising Fashion Forward - a socially ethical brand extension solution for Victoria Beckham.
CONTENTS 3 CHALLENGE
11 INSIGHTS
15 OBJECTIVES
19 SOLUTION
25 IMPLEMENTATION
53 PROMOTION
63 BUDGET
67 VISION
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CHALLENGE This chapter explores the challenges facing Victoria Beckham through detailed research and analysis.
CHALLENGE
BRAND ANALYSIS In order to understand the strengths and areas for improvement, Emboss Communications has analysed research of Victoria Beckham and drawn from this key findings which have informed the development of a brand extension solution. Alongside a brand profile, online audit and SWOT analysis, the analysis includes a specially designed Market Position graph, to demonstrate the differences between Victoria Beckham and its main competitors and the correlation between brand profile and ethical stances.
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- Jess Cartner-Morley
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Image: Pinterest @victoriabeckham
The magic trick on which the Victoria Beckham brand is based is a sleight of hand. On the one is her relatable persona as a working mother of four, and on the other her aspirational level of polish and glamour. It is a compelling balancing act, and one which has made her a significant player in the luxury industry.
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CHALLENGE
Message:
The brand focus in terms of products is quintessentially British, high quality womenswear developed with real women’s needs in mind. As an individual, Victoria Beckham has demonstrated a passion for humanitarian projects such as Save the Children and UNICEF. Her past as a singer in the Spice Girls associates her with feminism, which is often apparent in her designs. The Victoria Beckham website does not communicate any ethical values apart from a Modern Slavery Act statement.
Audience:
Victoria Beckham, as a whole, targets women aged 20-40. Victoria, Victoria Beckham has a slightly younger and lower income audience. The typical Victoria Beckham woman has a large disposable income and values high quality craftsmanship. She is sophisticated and well travelled, however has a busy lifestyle, balancing her career and family. Her clothes must be fashionable and functional. She engages with fashion through Instagram and magazines such as Vogue, Elle, The Gentlewoman and An0ther. Sartorially, the Victoria Beckham woman is feminine, calm and modern in a way that emphasises tailoring and movement. She takes care of her body and does not wear excessive make up or complicated hairstyles.
Corporate Profile:
Victoria Beckham is a privately held luxury fashion label based in London, founded by Victoria Beckham in 2008. Victoria Beckham is Creative Director, whilst Ralph Toledano became Chairman of the company in March 2018 following a £30 million private equity investment in December 2017 from NEO Investment Partners. Victoria Beckham currently employs around 200 members of staff.
Current Situation:
Currently Victoria Beckham and the designer have a huge online presence. The brand website, victoriabeckham.com, showcases all current collections and product lines - Ready to Wear; Victoria, Victoria Beckham; Accessories; Eyewear and Shoes. Victoria Beckham has a significant following on her Instagram, Twitter, Facebook and Pinterest accounts (@ victoriabeckham) however there are no brand specific accounts. Victoria Beckham is currently stocked in over 500 stores in 60 countries including a flagship store in Hong Kong and the iconic London Dover Street Market. Victoria Beckham is stocked online at Net-A-Porter, Shopbop, StyleBop, Selfridges and MyTheresa. Victoria Beckham has collaborated with Target, Reebok, Estée Lauder, Shopbop and Nails Inc. Her Target range was highly successful due to the accessible price point and the ongoing Reebok and Estée Lauder collaborations are further increasing the brand’s visibility and accessibility.
Communication Background:
Notable events include the Dover Street Market store opening, the Victoria Beckham x Target launch event and Victoria Beckham x Estée Lauder launch event. Victoria Beckham makes semi-frequent store appearances for her collection with Estée Lauder. Since the first show in New York in 2008, Victoria Beckham has showcased Spring Summer and Autumn Winter collections at New York Fashion Week each year. In September 2018 the showcase of the SS19 collection will be the first runway show in London. Advertising for the label comes in many forms. Victoria Beckham has received a variety of high profile awards for her work and has appeared on a variety of high profile magazine covers including British, American and Spanish Vogue. Billboards in major cities and on the London tube appear each season. Visual campaigns to support some collections, usually eyewear, are placed in high profile fashion publications such as Vogue, but not consistently each season.
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CHALLENGE
INSTAGRAM REACH: 19 million INTERACTION: Victoria Beckham makes all posts herself and signs off each caption. Respond to comments occasionally but mostly to personal acquaintances. FREQUENCY: Nearly every day, sometimes 2 or more times a day. Heavy posting during fashion weeks of behind the scenes and the final collections. ENGAGEMENT: 30,000-1.5 million approx likes. 300-10,000 approx comments. (Per post) AUDIENCE: Fans of Victoria Beckham as designer and the brand. CONTENT: Images of her, her family and personal life and brand imagery and behind the scenes of her working on collections. Images of her personal life are extremely popular. LINKS: Website in bio. OPPORTUNITY: There needs to be further separation between Victoria Beckham as a celebrity and the brand. It is difficult to get a distinct feel of the brand from her personal account.
FACEBOOK REACH: 3.1 million INTERACTION: Comments are responded to in a much more customer service style, but still not often. Captions are much more commercial unless shared directly from Instagram. FREQUENCY: Nearly every day. ENGAGEMENT: 200-5,000 approx likes. Up to 500 approx comments. (Per post) AUDIENCE: Fans of the brand. Older audience than on Instagram. CONTENT: Commercial with product images and directions towards shopping links. LINKS: Website and all other social media accounts. OPPORTUNITY: More variety between Instagram and Facebook posts. Longer captions more appropriate and some ‘mummy’ content would be received well here.
PINTEREST REACH: 20,097 INTERACTION: None. FREQUENCY: Seasonal. ENGAGEMENT: Up to 100 pins. (per board) AUDIENCE: Fans of the brand / consumers. CONTENT: All commercial and brand related. Boards for each collection / brand collaborations / flagship store openings. LINKS: Website in bio. OPPORTUNITY: A strong page that gives an overview of the brands feel and activities.
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CHALLENGE
TWITTER REACH: 13.2 million INTERACTION: No replies to the audience. FREQUENCY: Nearly every day, sometimes 2 or more times a day. Heavy posting during fashion weeks. ENGAGEMENT: Up to 1000 likes. Up to 100 retweets. Up to 200 replies. (Per post) AUDIENCE: Fans of the brand. Older audience than on Instagram. CONTENT: Content all shared with Instagram. Less personal life content. No text - only posts. LINKS: Website in bio. OPPORTUNITY: Engagement is very low here. Could be more personal/verbal with variations in content from the Instagram. Large following suggests interest in her as celebrity as well as the brand. Separation between celebrity and brand would be useful on this platform as well.
LINKED IN REACH: 21,646 INTERACTION: None. FREQUENCY: Every other month. ENGAGEMENT: Up to 500 likes. Up to 20 comments. (Per post) AUDIENCE: Industry insiders. CONTENT: Business operations - brand collaborations and activities as well as awards. LINKS: Website. OPPORTUNITY: Sharing more about the company as a business would demonstrate awareness of industry and create more understanding of a private company. More commentary on collaborations and interaction with industry insiders would work well.
BRAND WEBSITE REACH: INTERACTION: None. FREQUENCY: ENGAGEMENT: AUDIENCE: Customers. CONTENT: Products. No editorial brand content. LINKS: Social media accounts linked. OPPORTUNITY: A lot more information about brand ethos and message would give the brand more personality and meaning.
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CHALLENGE
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STRENGTHS • Established as valued and distinctive brand in the luxury marketplace. • High profile collaborations with Reebok, Target and Estee Lauder increase visibilty and accessibility. • Industry acclaim (from professionals, press and awards). • Significant global brick and mortar presence. • Anti-fur stance. Beckham does not wear fur and it has never appeared in her designs. • Victoria Beckham is noted as one of few fashion companies that pay all interns. • Emphasis on quality luxury craftsmanship in all designs. • Beckham as a designer is integrated into brand identity, giving the brand cultural relevance and personality. • Beckham is a personal advocate for feminism and creative education.
W O T
WEAKNESSES • The Modern Slavery Act is the only sign of corporate responsibility on the Victoria Beckham website. • Multiple high profile collaborations can dilute the main brand. • No seperate social media platforms for brand and designer. • Victoria Beckham’s celebrity status still brings into question the viability of the brand as a luxury label. • The Victoria Beckham website lacks information on the brand values and activities. • Diffusion lines are slightly confused as there is little clarification online.
OPPORTUNITIES • A wider gap of distinction between Ready To Wear and diffusion lines. • Recent investment is an opportunity for expansion of Victoria Beckham. • The development of current and new ethical standpoints. • The 10 year anniversary of the brand in September 2018 is a landmark date. • Seperation between brand and designer needed on social media to validate Victoria Beckham as a luxury label.
THREATS • A recent decline in profits prompted the need for re-investment. • Association of celebrity status still lessens luxury position. • Too many product lines without distinct identities creates confusion. • Lack of brand identity and ethical values on website makes the Victoria Beckham difficult to connect with.
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CHALLENGE
MARKET POSITION
HIGH PROFILE
M I L D LY E T H I C A L
S T R O N G LY E T H I C A L
LOW PROFILE
KEY FINDINGS Victoria Beckham is in need of re-positioning in order to increase engagement and sales. The 10 year anniversary of the brand is an ideal opportunity for this. Using recent private investment of £30million (Business Insider, 2017). The celebrity status of Victoria Beckham influences the successes and the failings of the brand. In a positive way, it generates interest in the brand as her personal life is highly celebrated and of huge interest to the public, whilst her ‘posh’ personal style is the envy of many women. During New York Fashion Week in February 2018, Victoria Beckham earned the top spot in terms of social engagement (WWD, 2018). The negative impact of her celebrity status is that some still view the brand as a pop stars hobby. Establishing separate social media accounts for the brand will help to combat confusion here. The designs at Victoria Beckham are the primary cause of its success within the industry, however this is no longer translating into profitable sales. If the brand had a more distinct and relatable identity then consumers would be more inclined to make purchases. This is where Victoria Beckham’s public persona will becomes a brand strength - her history of promoting feminism and her balanced life as a working mother can be transferred to the brand as core values, giving the brand a unique position in the luxury British fashion marketplace and making it more relatable to consumers.
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INSIGHTS This chapter uses trend reports to determine the business values Victoria Beckham should embrace within the proposed brand extension.
INSIGHTS
“ RESEARCH & INTELLIGENCE As part of developing a brand extension for Victoria Beckham, Emboss Communications has collected and analysed information on trends from Business of Fashion, WGSN, Mintel, Trendwatching, and The Future Laboratory. This research has provided a clear thematic direction for the solution, focussing on important social issues and key fashion business trends for 2019. This research has not only provided inspiration for a brand extension solution, but also reiterates the importance of developing the ethical values of the brand.
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Image: WGSN’s Common Gound: Future Trends 2019 Report.
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INSIGHTS
Learning from the operating models of start ups and digital native companies, fashion companies will be compelled to open up to new types of talent, new ways of working, new kinds of partnerships and new investment models. (BOF State of Fashion 2018)
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Start-Up Thinking:
The Business of Fashion: State of Fashion 2018 report defined ‘Startup Thinking’ as a key trend for business activities in 2018. Fashion Forward invites a host of new talent and innovative thinkers
Glass Box Wrecking Balls:
Trendwatching defined ‘Glass Box Wrecking Balls’ as trend for 2018. With the fashion industry at the centre of the #TimesUp and #MeToo movements, it is vital that fashion companies operate entirely without scandal and become safe places to work with a supportive working culture. By establishing itself as a leading brand for nurturing graduate talent in a supportive workplace, Victoria Beckham will separate itself from potential scandal associated with
In 2019, activism will no longer be about marketing campaigns and T-Shirt activism, but a long term commitment to social, political and environmental issues. (WGSN, 2018)
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Be in no doubt: 2017 heralded the start of a seismic shift when it comes to transparency. One that’s set to expose a whole lot of toxic behavior, and slew of ugly internal cultures. Connectivity has not only turned every business into a glass box. It has also vastly magnified the power of those who have been wronged by malign individuals or organizations. (Trendwatching, 2018)
Ally-Ship:
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WGSN’s Common Ground: Future Trends 2019 Report defined ‘Ally-Ship’ as a key trend for 2019. The focus of Ally-Ship is creating meaningful partnerships within fashion, to build consumer confidence and build relationships with marginalised groups. These partnerships are not trendbased - they should be ‘based on trust, consistency and accountability’. Fashion Forward does exactly this, by giving Victoria Beckham a platform on which to establish an association with
Creativity/Complacency:
WGSN’s re/Action: Future Trends 2019 report defined ‘Creativity/Complacency’ as a key trend for fashion businesses in 2019. The focus of ‘Creativity/Complacency’ is ensuring that amidst the age of automation and fear of taking risks in times of such uncertainty, that creativity is not lost. Diversifying the creative team at Victoria Beckham with young talent will help to avoid complacency and promote creativity, with new ways of thinking and different backgrounds and
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Let’s reward effort, support innovation and applaud those who think outside the box and refuse to be boxed in. (WGSN, 2018)
UK Women Lack Confidence:
Mintel studies show that UK women lack confidence in the workplace compared to men. This feeling of uncertainty stems from a fear of job security, which affects men far less. Creating a positive and supportive work environment at Victoria Beckham will encourage creativity and productivity within the team and will set the brand apart as a fashion luxury brand that people aspire to work at. Consequently Victoria Beckham will attract the top tier people in the industry who are looking for better job
17%
of women take 30-45 minutes for lunch vs 24% of men
41%
of women feel confident about challenging a senior employee vs 62% men
22%
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”
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of women are confident asking for a pay rise vs 42% of men
(Mintel, 2018)
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FF OBJECTIVES
OBJECTIVES This chapter outlines the business and PR objectives for the proposed brand extension.
OBJECTIVES
Images: Pinterest @victoriabeckham
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OBJECTIVES
PR OBJECTIVES • To establish a strong social stance of nurturing the future of British fashion. • To establish a strong ethical stance on providing safe and supportive working environments within fashion. • To revive buzz around the brand on its 10 year anniversary, following poor sales and need for re-investment. • To establish distance between the label and the designer, in order to legitimise the brand’s reputation as luxury label. • To clarify the brand identity and distinguish it from competitors.
BUSINESS OBJECTIVES • To be a leading British fashion brand with international recognition. • To have a more resilient business model. • To improve corporate responsibility. • To reassure new investors that their investment will be used to strengthen and diversify the brand. • To increase and diversify the consumer base. • To increase sales and profits.
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SOLUTION This chapter details the concept for the brand extension solution Fashion Forward.
SOLUTION
FA SHION FORWARD
Image: stocksy.com
Celebrating Britain • Nurturing talent • Protecting individuals
To celebrate the brands 10 year anniversary in September 2018, Victoria Beckham will establish a graduate scheme called Fashion Forward which will nurture graduate talent from UK universities in the departments of fashion design, creative direction and communications. This is in line with Victoria Beckham’s personal passion for education and young people, as evidenced by her past work with Save the Children and Graduate Fashion Week, as well as her celebrated public persona as a mother. With sponsorship and insights from the British Fashion Council, the scheme will be validated as one with academic rigour and offering structured training to the three successful graduates.
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SOLUTION
The project will serve to reposition the brand at this landmark date, establishing clear social and cultural ethical stances which should increase interest in the brand, in turn improving the brand’s commercial success. There are currently extremely limited options for fashion graduates who are looking for structured training programmes, despite 78% of fashion students* saying they are interested in completing a graduate scheme. Fashion Forward will position Victoria Beckham as a luxury British designer innovating the experiential bridge between higher education and the fashion industry. Furthermore, amidst uncertainties associated with Brexit, there is an increasing need to invest in Britain and its future. Fashion Forward will emphasise the importance of offering fashion industry professionals safe and supportive working environments, amidst social campaigns such as #MeToo and #TimesUp which have highlighted the industry’s issues surrounding sexual assault and discrimination. Fashion Forward will offer all graduates an annual salary of £22,000 with seasonal bonuses and employee benefits. This sets Fashion Forward roles apart from other graduate positions within fashion, an industry heavily criticised for not paying graduates or paying salaries below the living wage. The existing team at Victoria Beckham will benefit from the opportunity to train young talent to work within the company and the company will benefit from the diverse backgrounds of the graduates. Young creatives are highly innovative and forward-thinking and the predicted high number of applicants will allow the brand to select the best candidates. Fashion Forward offers other benefits, including: • To launch the scheme, Emboss Communications will set up separate social media accounts for the brand, serving to establish appropriate distance between brand and designer. Instead of Victoria Beckham’s celebrity status weakening the brand, the separation will position the designer’s personal life as real life experience that inspires clothing for modern women and their real needs. • To bring focus back to the core concepts of the brand, after highly diluted brand image due to multiple high profile product collaborations. • By associating with the British Fashion Council, Victoria Beckham will be obliged to adhere to the standard of conduct underlined in the British Fashion Council Models First initiative, thus improving the brands ethical values. • By drawing fashion student’s attention to Victoria Beckham, Fashion Forward invites another consumer group to engage with the brand in a way they might not have before. *Original survey of 116 fashion students from fashion courses across design, marketing, textiles and communication.
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SOLUTION
FA SHION FORWARD OFFICIAL LAUNCH EVENT The scheme will be officially launched on Saturday 1st September 2018 at an event hosted by Victoria Beckham and sponsor, the British Fashion Council. The event will be an evening for graduates and lecturers from top UK fashion courses, industry insiders and influencers, with emphasis on guests who have had involvement in the support of young people in fashion. The mains aims of the event are to create awareness of Fashion Forward amongst students and the industry and to increase awareness and understanding of the revitalised Victoria Beckham brand amongst consumers. With a luxurious aesthetic and interactive elements, guests will be encouraged to share images of the event online with the hashtag #VBFashionForward. The event will consist of a drinks reception, a sit down dinner, speeches from guests including Victoria Beckham and Caroline Rush, followed by the opportunity to enjoy drinks and socialise until the end of the evening. All aspects of the event have been carefully designed to create a sociable atmosphere with an on-brand luxurious appearance. Guests should feel at ease and have the opportunity to network and socialise. With hope, guests will leave feeling inspired and hopeful about the future of fashion, and students should feel motivated to progress beyond university. Additionally, professionals should feel pleasantly nostalgic about their careers and influencers should feel that Victoria Beckham is a socially conscious brand that supports them as creatives and is an aspirational brand to own. The high profile nature of the event will prompt heavy press coverage, which the brand needs to increase engagement and draw attention to the socially ethical values now integrated into Victoria Beckham.
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SOLUTION
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I M P L E M E N TAT I O N This chapter details the implementation strategy for Fashion Forward, including plans for the launch event and timelines for the solution excecution.
I M P L E M E N TAT I O N
INVITE
Original design by Emma Roberts at Emboss Communications.
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I M P L E M E N TAT I O N
PROGRAMME
Original design by Emma Roberts at Emboss Communications.
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I M P L E M E N TAT I O N
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EVENT PRODUCTION
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1. COLOUR SCHEME A rich, wintery colour scheme has been developed for Fashion Forward. It is present across all Fashion Forward branding and the event production. The scheme is inspired by Victoria Beckham RTW AW18 and WGSN’s Common Ground report - a trend led by themes of connecting to cultural roots and brands committing to social and political causes. 2. INTERIOR The interior walls and floors of Central Saint Martins are made of exposed brick and concrete. The event production has been tailored to complement these textures, by focussing on grey and white tones in softer textures to neutralise the rawness of the interior. 3. GIFT BAGS The gift bags for event will be the Blackberry Tote from the AW18 RTW collection. The bag was heavily promoted on social media after the AW18 show and fits perfectly with the colour scheme of the event. As the gift bags will be placed on transparent chairs at the dining tables, they will be fully visible and add to the visual production of the event. 4. MIRRORS A mirrored wall will appear in The Crossing and small tables in a mirrored silver colour will appear around the venue, adding a metallic element to lift the other textures. The large mirrored wall will encourage guests to take photos together at the event which will likely be shared across social media. Vinyl stickers of the hashtag #VBFashionForward will be placed on the mirror wall to remind guests of the event hashtag, further increasing visibility online. 5. ENVELOPES Envelopes matching the colour scheme (that were also used for guest invitations) will be mounted on a wall in The Street under a floral canopy designed by Grace and London. Inside will be small A5 cards that invite guests to write ‘My advice for the future of fashion’. These responses will then be used in social media promotion and future Fashion Forward documents. It adds an interactive element to the event that will further immerse guests in the experience. Attention will be brought to the wall during Victoria Beckham’s empowering address to guests before dinner. 6. LIGHTS Fisher Productions will be briefed with creating soft, interesting light installations to a pre-agreed budget. Soft, white lantern lights will be suggested as the main source of lighting to hang above the dining area in particular, and waterfall spot lights will be used for the social areas to give a more atmospheric feeling. The waterfall lights will appear on the wall opposite the mirrored wall to add to the aesthetic of photos. 7. FLOWERS Grace and London will be briefed with creating elegant flower arrangements and installations to decorate the event. The focus will be on white flowers to fit the colour scheme and to support the #TimesUp movement that Victoria Beckham supports as an advocate for women’s rights. A wall of these flowers will be created as a backdrop for the stage, serving also to partition the dining and social areas. 8. TABLES Social Pantry will design table settings to complement the colour scheme and to be suitable for the shared dining style. Event programmes, menus and named seat cards will be integrated into the design of the table settings. Small flowers from Grace and London will be used as table adornments, tied to the menu and programme at each place setting. 9. FURNITURE Hired furniture will be used for the event to allow bespoke design of the event layout. Luxurious grey velvet four seater sofas and armchairs will be arranged throughout the venue, allowing guests to comfortably socialise and enjoy drinks.
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I M P L E M E N TAT I O N
THE CROSSING & THE STREET: Central Saint Martins With massive cultural significance within British fashion and education, Central Saint Martins will be the location for the Fashion Forward official launch event. For many guests, Central Saint Martins will spark nostalgia of their time at university, immersing them in the event experience and causing them to relate more to the purpose of the event and the students in attendance. The Street and The Crossing will be used for the event and sectioned off into dining and social areas. The central London location of Kings Cross makes the venue highly accessible. The venue is fully licensed with access to loading bays. Conveniently, the entrance to The Street already has security gates installed, making security more practical. CAPACITY: Up to 1800 delegates standing. DIMENSIONS: 2090 sqm TECHNICAL EQUIPMENT: — 2 x 3 phase 100A supplies — 1 x 3 phase 63A supply — 2 x single phase 32A supplies
Images: www.arts.ac.uk
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I M P L E M E N TAT I O N
Image: CSM Venue Hire Brochure
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I M P L E M E N TAT I O N
SERVICE ENTRANCE KEY SIDE TABLE SOFA DINING CHAIR ARMCHAIR POSEUR TABLE Layout: Originally produced by Emma Roberts at Emboss Communications using dimensions in the CSM Venue Hire Brochure
M A I N D I N I N G TA B L E S
E X E C U T I V E D I N I N G TA B L E
S TA G E
M I R R O R E D WA L L E N V E L O P E WA L L
THE STREET THE CROSSING BAR SOCIAL S E AT I N G
ENTRANCE
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I M P L E M E N TAT I O N
EVENT LAYOUT The layout of the event has been carefully designed to make best use of the space and to create separate areas for dining and socialising. The Crossing and the front section of The Street will be used for the drinks reception and for cocktails, canapĂŠs and socialising after dinner. The back section of The Street will be set up for dining, leaving space for staff to move around tables when serving. Two main large dining tables will be used, with another small executive dining table at the top, for Victoria Beckham and her close personal guests. A seating plan will be made after the deadline for RSVPs. Doors at the back of The Street that open into the rest of the building will be used as a service entrance for catering and drinks staff. The dining and social areas are separated by the stage, which will have a large flower wall installation in the middle to act as a beautiful partition. There will also be Fashion Forward branded signage either side of the flower wall installation. The bar will be white gloss and will be positioned at the end of The Crossing, in front of an entrance for ease of access for staff and supplies. Tall poseur tables will be placed around the venue for guests to stand around, giving space to place drinks. Seated areas made up of armchairs and sofas have been positioned to encourage groups to socialise. Side tables will be placed next to all armchairs and sofas to give room for putting drinks down.
DINING CHAIR
SOFA
POSEUR TABLE
SIDE TABLE
ARMCHAIR
Images: HireIt Event Furniture
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I M P L E M E N TAT I O N
GUEST LIST The 350 guests invited to the Fashion Forward official launch event have been specially selected to create a balance of industry professionals, lecturers and students, press and influencers. The senior teams at Victoria Beckham and the British Fashion Council will be in attendance. Programme Leaders from the top UK fashion courses will be invited to each bring two promising students with them to the event, giving them an opportunity to meet people working within the fashion industry and meet like-minded students. Student details must be provided upon RSVP. Professionals from top fashion publications and companies will be invited, including sponsors of the British Fashion Council. Influencers who have been involved in feminist or educational activities have been invited, as well as influencers who align with the brand image. This will increase exposure for the event and the brand, resulting in heavier press coverage and higher engagement with the brand. Personal guests of Victoria Beckham; son Brooklyn Beckham and his girlfriend Chloe Grace Moretz will also be in attendance, guaranteeing global press coverage.
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I M P L E M E N TAT I O N
Images: Central Saint Martins. British Vogue. @victoriabeckham on Pinterest.
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I M P L E M E N TAT I O N
NAME
COMPANY
POSITION
CONTACT
P ER S O N A L GU ESTS Chloe Grace Moretz Brooklyn Beckham P RO JEC T STA KEHO L D ER S Lauren Brogden
Victoria Beckham
Senior Communications Officer
lauren.brogden@ victoriabeckham.com
Lauren Davidson
Victoria Beckham
Press Officer
lauren.davidson@ victoriabeckham.com
Ruth Davies
Victoria Beckham
Brand Communications Director
ruth.davies@victoriabeckham. com
Molly Groom
Victoria Beckham
Head of Marketing
marketing@victoriabeckham. com
Gemma Russo Walsh
Victoria Beckham
Retail Marketing Coordinator
gemma.russo@ victoriabeckham.com
Gabriella Sacco
Victoria Beckham
Press Assistant
gabriella.sacco@ victoriabeckham.com
Jane Smith
Victoria Beckham
Fashion Forward Director
jane.smith@victoriabeckham. com
Dame Natalie Massenet
British Fashion Council
Ex-Chairman
natalie.massenet@ britishfashioncouncil.com
Caroline Rush
British Fashion Council
Chief Executive
caroline.rush@ britishfashioncouncil.com
Millie Graham
British Fashion Council
Brand Partnerships Manager
millie.graham@ britishfashioncouncil.com
Bertrand Dark
British Fashion Council
Marketing Executive
bertrand.dark@ britishfashioncouncil.com
Lucy Schurrah
British Fashion Council
Brand Partnerships Executive
sophia.baker@ britishfashioncouncil.com
Katharina Khadjavi
British Fashion Council
PR Executive
katharina.khadjavi@ britishfashioncouncil.com
Judith Rosser Davies
British Fashion Council
Head of Government Relations & Education
judith.rosser-davies@ britishfashioncouncil.com
Alex Woodfield
British Fashion Council
Senior Events Manager
alex.woodfield@ britishfashioncouncil.com
P RESS & FA S HI O N MED I A Imran Amed
Business of Fashion
CEO and Editor-in-Chief
andres@businessoffashion.com
Vikram Alexei Kansara
Business of Fashion
Editorial Director
vikram@businessoffashion.com
Osman Ahmed
Business of Fashion
Contributing Editor
osman@live.co.uk
Alexandra Shulman
Business of Fashion
Columnist
andres@businessoffashion.com
Sarah Brown
Business of Fashion
Columnist
sb@sarahbrownadivisory.com
Tim Blanks
Business of Fashion
Editor at Large
andres@businessoffashion.com
Edward Enninful OBE
British Vogue
Editor-In-Chief
deborah.ababio@condenast. co.uk
Johan Svensson
British Vogue
Creative Director
ben.evans@condenast.co.uk
Vanessa Kingori MBE
British Vogue
Publishing Director
vanessa.kingori@condenast. co.uk
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I M P L E M E N TAT I O N
Phil Buckingham
British Vogue
Art Director
phil.buckingham@condenast. co.uk
Ellie Pithers
British Vogue
Fashion Features Editor
ellie.pithers@condenast.co.uk
Jack Borkett
British Vogue
Fashion Editor
jack.borkett@condenast.co.uk
Nura Khan
British Vogue
Style Editor
aura.khan@condenast.co.uk
Suzy Menkes OBE
British Vogue
International Vogue Editor
natasha.cowan@condenastint. com
Alexa Chung
British Vogue
Contributing Editor
francesca.hanratty@condenast. co.uk
Christa D’Souza
British Vogue
Contributing Editor
francesca.hanratty@condenast. co.uk
Laura Bailey
British Vogue
Contributing Editor
francesca.hanratty@condenast. co.uk
Anne-Marie Curtis
Elle UK
Editor-In-Chief
anne-marie.curtis@elleuk.com
Stacey Duguid
Elle UK
Editor-at-Large
stacey@staceyduguid.com
Tom Meredith
Elle UK
Creative Director
tom.meredith@elleuk.com
Kirsty Dale
Elle UK
Executive Fashion & Beauty Director
kirsty.dale@elleuk.com
Sara McAlpine
Elle UK
Fashion Features Editor
sara.mcalpine@hearst.co.uk
Daisy Sands
Elle UK
Contributing Feminism Editor
hannah.swerling@elleuk.com
Natasha Bird
Elle UK
Digital Content Editor
natasha.bird@elleuk.com
Justine Picardie
Harper’s Bazaar UK
Editor-In-Chief
justine.picardie@hearst.co.uk
Sophie Bloomfield
Harper’s Bazaar UK
Editor-at-Large
sophie.bloomfield@hearst.co.uk
Connie Osborne
Harper’s Bazaar UK
Managing Editor
connie.osborne@hearst.co.uk
Jo Goodby
Harper’s Bazaar UK
Creative Director
jo.goodby@hearst.co.uk
Avril Mair
Harper’s Bazaar UK
Fashion Director
avril.mair@hearst.co.uk
Helena Lee
Harper’s Bazaar UK
Features Editor
helena.lee@harpersbazaar. co.uk
Sarah Karmali
Harper’s Bazaar UK
Digital Editor
sarah.karmali@hearst.co.uk
Kiara Keane
Harper’s Bazaar UK
Social Media Manager
kiara.keane@harpersbazaar. co.uk
Lee Brown
Hearst Magazines UK
Head of Fashion and Luxury
lee.brown@hearst.co.uk
Lisa Quinn
Hearst Magazines UK
Director of Communications
lisa.quinn@hearst.co.uk
Jacquie Euwe
Hearst Magazines UK
Managing Director (Luxury)
jacqueline.euwe@hearst.co.uk
Georgia Black
Hearst Magazines UK
PR & Communications Executive
georgia.black@hearst.co.uk
Duncan Chater
Hearst Magazines UK
Chief Brand Officer (Luxury, young women and wellness brands)
duncan.chater@hearst.com
Carla Buzasi
WGSN UK
Global Chief Content Officer
carla.buzasi@wgsn.com
Chris Coleman
WGSN UK
Head of Design and Youth Culture
chris.coleman@wgsn.com
Nigel Taylor
WGSN UK
Global News Editor
nigel.taylor@wgsn.com
Nick Knight
Show Studio
Director
nick.knight@showstudio.com
Lou Stoppard
Show Studio
Contributing Editor
lou.stoppard@showstudio.com
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Emily Knight
Show Studio
Head of Publicity
emily.knight@showstudio.com
Adwoa Aboah
Gurls Talk
Founder
aaboah@mac.com
Lisa Smosarski
Stylist
Editor-In-Chief
editor@stylist.co.uk
Matt Phare
Stylist
Creative Director
matt.phare@stylist.co.uk
Natasha Tomalin-Hall
Stylist
Art Director
natasha.tomalinhall@stylist. co.uk
Ailsa Miller
Stylist
Fashion Editor
ailsamiller@stylist.co.uk
Kayleigh Dray
Stylist
Digital Editor
kayleigh.dray@stylist.co.uk
Charlotte Ross
London Evening Standard
Deputy Editor
charlotte.ross@standard.co.uk
Karen Dacre
London Evening Standard
Fashion Editor
karen.dacre@standard.co.uk
Amira Hashish
London Evening Standard
Digital Features Editor (Fashion & Beauty)
amira.hashish@standard.co.uk
Chloe Street
London Evening Standard
Senior Fashion and Beauty Writer (Online)
chloe.street@standard.co.uk
Lucy Yeomans
Porter UK
Editor-In-Chief
jessica.heald@net-a-porter.com
Ajesh Patalay
Porter UK
Senior Editor
agesh.patalay@net-a-porter. com
Rebecca Mason
Porter UK
Creative Director
rebecca.mason@net-a-porter. com
Kay Barron
Porter UK
Fashion Features Director
kay.barron@net-a-porter.com
Megan Logue
Porter UK
Fashion Features Writer
megan.logue@ynap.com
Georgina Dawson
Estee Lauder UK
Head of Brand Communications gdawson@estee-lauder.co.uk
AnneMarie Iverson
Estee Lauder Ltd
Senior Vice President and Creative Brand Development
aiverson@estee.com
Katharine Viner
The Guardian
Editor-In-Chief
katherine.viner@theguardian. com
Hannah Marriott
The Guardian
Fashion Editor
hannah.marriott@theguardian. com
Jess Cartner-Morley
The Guardian
Associate Editor (Fashion)
jess.cartner-morley@ theguardian.com
Lauren Cochrane
The Guardian
Senior Fashion Writer
lauren.cochrane@theguardian. com
Emma Marsh
Vanity Fair UK
Fashion Director
emma.marsh@condenast.co.uk
Katie Grand
LOVE
Editor-In-Chief
loveedit02@condenast.co.uk
Oliver Volquardsen
LOVE
Fashion Editor
oliver.volquardsen@condenast. co.uk
Laura Weir
ES Magazine
Editor-In-Chief
niamh.okeeffe@standard.co.uk
Sophie Paxton
ES Magazine
Fashion Editor
sophie.paxton@standard.co.uk
Sarah Raphael
Refinery29
Editor-at-Large
sarah.raphael@refinery29.uk
Alice Casely-Hayford
Refinery29
Fashion Director
alice.caselyhayford@refinery29. uk
Dior Bediako
Pepper Your Talk
Founder and Director
contact@pepperyourtalk.co.uk
Leanna Grant
FROW Magazine
Editor-In-Chief
leanna@frowmagazine.com
Aisha Paparella
FROW Magazine
Creative Director
aisha@curvamag.com
Charlotte Henderson
FROW Magazine
Fashion Editor
charlotte@curvamag.com
Holly Shackleton
iD
Editor-In-Chief
holly.shackleton@i-d.co
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Graham Rounthwaite
iD
Creative Director
graham.rounthwaite@i-d.co
Alastair McKimm
iD
Fashion Director
alastair.mckimm@i-d.co
Max Clark
iD
Fashion Editor
max.clark@i-d.co
Isabella Burley
Dazed & Confused
Editor-In-Chief
isabella.burley@dazedmedia. com
Robbie Spencer
Dazed & Confused
Creative Director
robbie.spencer@dazedmedia. com
Elizabeth Fraser Bell
Dazed & Confused
Senior Fashion Editor
elizabeth.fraser-bell@ dazedmedia.com
Keely Stocker
Drapers
Editor
keely.stocker@emap.com
Alice Scholl
Drapers
Senior Reporter (Fashion Industry News)
alice.scholl@emap.com
Graeme Moran
Drapers
Head of Content: Fashion and Features
graeme.moran@emap.com
Linda Hewson
Selfridges & Co
Creative Director
press.office@selfridges.co.uk
Antonio Pignone
Selfridges & Co
Fashion Press Officer
antonio.pignone@selfridges. co.uk
Karla Newton
Selfridges & Co
Senior Fashion and Beauty PR Manager
karla.newton@selfridges.co.uk
Sarah Heaney
Arcadia Group
Head of PR & Events
sarah.heaney@arcadiagroup. co.uk
Jonathan Newhouse
Conde Nast
Chairman and Chief Executive
noelle.nikkhah@condenastint. com
Susannah Frankel
Another Magazine
Editor-In-Chief
susannahfrankel@dazedmedia. com
Alexander Fury
Another Magazine
Editor
alex@alexanderfury.com
Katie Shillingford
Another Magazine
Fashion Director
katie.shillingford@dazedmedia. com
Agata Belcen
Another Magazine
Senior Fashion Editor
agata.belcen@dazedmedia. com
Amy Elderton
Net-A-Porter
Head of PR
amy.elderton@net-a-porter.com
Claudia Saadeh
Net-A-Porter
Fashion and Shopping Assistant
claudia.saadeh@net-a-porter. com
Hannah Almassi
Who What Wear
Editorial Director
halmassi@whowhatwear.com
Louise Redknapp
Who What Wear
Columnist
halmassi@whowhatwear.com
Abigail Collins
Who What Wear
Columnist
avigail@silvrspoonattire.com
Lauren Laverne
The Pool
Co-Founder
hello@thepoolltd.com
Sam Baker
The Pool
Co-Founder
sam.baker@thepoolltd.com
Frankie Graddon
The Pool
Head of Fashion and Beauty
frankie.graddon@thepoolltd. com
Sophia Amorouso
Girlboss
Founder
hello@nastygal.com
Neva Gandhi
Girlboss
COO and Editor-in-Chief
/in/nehasgandhi/
Robbie Feather
Fenwick
CEO
/in/robbie-feather-983a841/
Sinead Archetti
Fenwick
Head of Marketing and Communications
sineadarchetti@fenwick.co.uk
Alec Dudson
Intern Magazine
Editor-In-Chief
/in/alec-dudson-7434a168/
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Zara Joan Miller
Intern Magazine
Features Editor
/in/zara-joan-miller-2a569750/
Dale Hicks
The Fashion Network
CEO
dale@thefashionnetwork.co.uk
Lou Lord
The Fashion Network
Marketing Events Manager
louisel@thefashionnetwork. co.uk
Pip Jamieson
The Dots
Founder
/in/pipjamieson/
Leanne Hammill
The Dots
Head of Marketing and Partnerships
/in/leanne-hammill-b9903bb/
Sarah Young
The Independent Online
Fashion & Beauty Writer
sarah.young@theindependent. co.uk
Alice Handyside
Fashion Monitor
Deputy Editor
alice@fashionmonitor.com
Liz Harris
Fashion Monitor
Fashion Writer
elizabeth.harris@ fashionmonitor.com
Lisa Armstrong
Stella (The Sunday Telegraph)
Head of Fashion and Style
lisa.armstrong@telegraph.co.uk
Marianne Jones
Stella (The Sunday Telegraph)
Editor
marianne.jones@telegraph. co.uk
Caroline Leaper
The Daily Telegraph
Fashion Editor
caroline.leaper@telegraph. co.uk
Charlie Gowans-Eglinton
The Daily Telegraph
Senior Fashion Editor
charlie.gowans-eglinton@ telegraph.co.uk
Isabel Spearman
The Daily Telegraph
Columnist (Workwear)
isabel.spearman@telegraph. co.uk
Sophie Warburton
The Daily Telegraph
Style Writer
sophie.warburton@telegraph. co.uk
UN IVERSIT Y FAS HI O N P R O GR A MME L EA D ER S Hywel Davies
Central Saint Martins
BA Fashion Communication Programme Leader
hywel.davies@csm.arts.ac.uk
Heather Sproat
Central Saint Martins
BA Fashion Design Womenswear Tutor
heather.sproat@csm.arts.ac.uk
Dr Natascha Radcliffe-Thomas
London College of Fashion
BA Fashion Marketing Programme Leader
natascha.radcliffe-thomas@ csm.arts.ac.uk
Gayle Cantrell
Northumbria University
BA Fashion Communication Programme Leader
gayle.cantrell@northumbria. ac.uk
Sarah Morehead
Northumbria University
BA Fashion Programme Leader
sarah.morehead@northumbria. ac.uk
Louise Pickles
Bath Spa University
BA Fashion Design Programme Leader
l.pickles@bathspa.ac.uk
Alison Rapsey
Birmingham City University
BA Fashion Business and Promotion Programme Leader
alison.rapsey@bcu.ac.uk
Lindsay Pressdee
Birmingham City University
BA Fashion Branding and Communication Programme Leader
lindsay.pressdee@bcu.ac.uk
Wendy Moody
Anglia Ruskin University Cambridge School of Art
BA Fashion Design Programme Leader
wendy.moody@anglia.ac.uk
Kate Ball
University of Central Lancashire BA Fashion Design Lecturer
Nicola Palmer
University of Central Lancashire
BA Fashion Promotion Programme Leader
Njpalmer@uclan.ac.uk
David Thomas
University of East London
BA Fashion Design
d.m.thomas@uel.ac.uk
Lesley Robertson
University of East London
BA Fashion Textiles
l.j.robertson@uel.ac.uk
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Mal Burkinshaw
The University of Edinburgh Edinburgh College of Art
BA Fashion Programme Leader
m.burkinshaw@ed.ac.uk
John Boddy
Falmouth University
BA Fashion Design Programme Leader
john.boddy@falmouth.ac.uk
Michelle Lawrence
Falmouth University
BA Fashion Marketing Programme Leader
michelle.lawrence@falmouth. ac.uk
Jimmy Stephen-Cran
The Glasgow School of Art
BA Fashion Design Programme Leader
j.stephencran@gsa.ac.uk
Dr Aude Le Guennec
Heriot Watt University
BA Fashion Programme Leader
a.le_guennec@hw.ac.uk
Theresa Coburn
Heriot Watt University
BA Fashion Communication Programme Leader
t.coburn@hw.ac.uk
Kathryn Brennand
University of Huddersfield
BA Fashion Design with Textiles Programme Leader
k.j.brennand@hud.ac.uk
Claire Evans
University of Huddersfield
BA Fashion Design with Marketing and Production Programme Leader
c.k.evans@hud.ac.uk
Iain R Webb
Kingston University London
BA Fashion Programme Leader
i.webb@kingston.ac.uk
Sam Hudson
Leeds Arts University
BA Fashion Design Programme Leader
sam.huson@leeds-art.ac.uk
Sarah Eyre
Leeds Arts University
BA Fashion Photography Programme Leader
sarah.eyre@leeds-art.ac.uk
Carol Ryder
Liverpool John Moores University
BA Fashion Design and C.Ryder@ljmu.ac.uk Communication Senior Lecturer
Jacqui McAssey
Liverpool John Moores University
BA Fashion Communication Senior Lecturer
j.mcassey@ljmu.ac.uk
Thida Hawkins
Manchester Fashion Institute
BA Fashion Design and Technology Womenswear Programme Leader
t.hawkins@mmu.ac.uk
Sam Chandrasekara
Manchester Fashion Institute
BA Fashion Business and Management Programme Leader
s.chandrasekara@mmu.ac.uk
Emmeline Child
University of Northampton
BA Fashion and Textiles Programme Leader
emmeline.child@northampton. ac.uk
Sally Laurie
University of Northampton
BA Fashion Marketing Programme Leader
sally.laurie@northampton.ac.uk
Sue Chowles
Norwich University of the Arts
BA Fashion Programme Leader
s.chowles@nua.ac.uk
Alex Hill
Norwich University of the Arts
BA Fashion Promotion and Communication Programme Leader
a.hill@nua.ac.uk
Emma Prince
Nottingham Trent University
BA Fashion Design Senior Lecturer
emma.prince@ntu.ac.uk
Lee Mattocks
Nottingham Trent University
BA Fashion Accessory Design Programme Leader
lee.mattocks@ntu.ac.uk
Elaine Igoe
University of Portsmouth
BA Fashion and Textile Design Programme Leader
elaine.igoe@port.ac.uk
Gurmit Matharu
Ravensbourne
BA Fashion Programme Leader
g.matharu@rave.ac.uk
Alexa Pollmann
Ravensbourne
BA Fashion Accessory Design Programme Leader
a.pollman@rave.ac.uk
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David Morrish
Sheffield Hallam University
BA Fashion Design Programme Leader
david.morrish@shu.ac.uk*
Dr Natalie McCreesh
Sheffield Hallam University
BA Fashion Management and Communication Programme Leader
natalie.mccreesh@shu.ac.uk*
Bashir Aswat
University of Salford Manchester
BA Fashion Design Programme Leader
b.a.aswat@salford.ac.uk
I N F LU EN C ER S Karlie Kloss
-
Model
Twitter: @karliekloss
Kate Mara
-
Actress
Twitter: @katemara
Zoe Saldana
-
Actress
Twitter: @zoesaldana
Maisie Williams
-
Actress
Twitter: @maisie_williams
Sophie Turner
-
Actress
Twitter: @sophiet
Lily James
-
Actress
Instagram: @lilyjamesofficial
Ellie Bamber
-
Actress
Instagram: @elliebamber_
Victoria Magrath
In The Frow
Blogger
victoria@inthefrow.com
Tanya Burr
Tanya Burr
Blogger
millie@gleamfeatures.com
Meghan Markle
-
Activist
(0)2079304832
Laura Adrianna von Romanin
D-Journal
Blogger
laura@d-journaldubai.com
Shini Park
Park & Cube
Blogger
shini@parkandcube.com
Camilla Ackley
Into the Fold
Blogger
camilla@intothefoldmag.com
Ella Catliff
La Petit Anglaise
Blogger
ella@ella-lapetiteanglaise.com
Camille Charriere
Camille Over The Rainbow
Blogger
camilleovertherainbow@gmail. com
Diana Ciobanu
The Golden Diamonds
Blogger
danc@nextmodels.com
Natascha Cox
Natascha Cox
Blogger
connect@nataschacox.com
Ruth Crilly
A Model Recommends
Blogger
admin@amodelreccommends. com
Hannah Crosskey
A Fashion Fix
Blogger
afashonfix@hotmail.com
Andrea Cristea
Stiletto Shades
Blogger
office@stilettoshades.com
Monikh Dale
Tres Monikh
Blogger
monikhdale@gmail.co.uk
Erica Davies
The Edited
Editor
hello@the-edited.com
Josie Fear
Fashion Mumblr
Blogger
josie@fashionmumblr.com
Laura Fantacci
Wardrobe Icons
Co-Founder and Editor
laura@wardrobeicons.com
Sandra Hagelstam
5 Inch and Up
Blogger
5inchandup@gmail.com
Felicity Hayward
Milk Management
Model
info@felicityhayward.com
Ashanti Jason
Adorn Girl
Photographer
adorngir@hotmail.co.uk
Emily Johnston
Fashion Foie Gras
Editor
emilyjohnston@fashionfoiegras. com
Tamara Kalinic
Glam and Glitter
Blogger
tamara@theglamandglitter. com
EstĂŠe Lalonde
Essie Button
Blogger
contact@esteelalonde.com
Candice Lake
Candice Lake
Blogger
candice@candicelake.com
Susie Lau
Style Bubble
Founder and Editor
susie@stylebubble.co.uk
Lolita Mas
Lolita Mas
Blogger
info@lolitamas.com
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Alice Naylor Leyland
Mrs Alice
Blogger and Vogue contributor
mrsalice@inaddition.com
Lily Pebbles
Lily Pebbles
Blogger
lily@lilypebbles.com
Pandora Sykes
Pandora Sykes
Blogger
pandorasykes@gmail.com
Anna Whitehouse
Mother Pukka
Blogger
annacwhitehouse@aol.com
Laura Wills
The Fashion Bug Blog
Blogger
thefashionbug@hotmail.co.uk
Bonnie Rakhit
The Style Traveller
Blogger
info@bonnierakhit.com
Kathryn Sharman
Kat Got the Cream
Blogger
katsharman@gmail.com
Anisa Sojka
Anisa Sojka
Blogger
anisa.sojka@gmail.com
BUSIN ESS O F FAS HI O N PAT R O N S A N D S P O N S O R S Louise Henry
All Saints
Global Marketing Manager
l.henry@allsaints.com
Harriet Robinson
Amazon Fashion
Head of PR
rharrie@amazon.co.uk
Natalia Senates James
ASOS
Head of PR
nataliasj@asos.com
Desiree Bollier
Bicester Village
Chair and Chief Merchant
gabrielle@gabrielleshaw.com
Thea Cooper
Boden
Press Officer
thea.cooper@boden.co.uk
Riccardo Ticci
Burberry
Chief Creative Officer and President
patrick.tcherno@burberry.com
Hannah Swerling
Burberry
Acting Deputy Editor
hannah.swerling@burberry.com
Clara Fletcher
Harrods
PR Executive - Womenswear
clara.fletcher@harrods.com
Ali Lowry
Hunter
Brand Director
ali.lowry@hunterboots.com
Alasdhair Willis
Hunter
Creative Director
press@hunterboots.com
Sandra Choi
Jimmy Choo
Creative Director
lara.sinclair@jimmychoo.com
Emma Wolley
Jimmy Choo
VIP Communications
emma.woolley@jimmychoo.com
Hannah Doran nĂŠe Roche
John Lewis
Senior Communications Officer hannah.doran@johnlewis.co.uk
Thomas Kowalski
Kering
Head of Talent Aquisition
/in/thomas-kowalski079b9727/
Tania Littlehales
M&S
Head of Product PR Strategy
tania.littlehales@marks-andspencer.com
Hannah Lawton
Matches Fashion
Head of PR
hannah.lawton@ matchesfashion.com
Jess Christie
Matches Fashion
Global Communications Director
jes.christie@matchesfashion. com
Jessica Eckhart
Mulberry
UK Press Manager
jessicae@mulberry.com
Georgie Donaghy
Next
Head of PR
gerogie_donaghy@next.co.uk
Maria Hatzistefanis
Rodial
President
eliza.wells@rodial.co.uk
B REAK D OW N Victoria Beckham & personal guests = 3 Stakeholders = 15 Media = 121 Lecturers = 50 Students = 100 Influencers = 41 BFC patrons = 20 Total invites = 350 Planning for 350 guests - 300 expected to RSVP.
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CATERING: Social Pantry Social Pantry is a popular catering service within the fashion industry and is one of the Central Saint Martins approved external caterers. Their combination of seasonal, quality ingredients and visually sunning dishes guarantees to impress guests and enhance the tone of the event. For the Fashion Forward event, Social Pantry will serve guests with a selection of healthy sharing bowls, to enhance the feeling of an intimate evening of networking and socialising. For both the starters and mains there will be two sets of sharing dishes, each comprised of a variety of meat and vegetarian dishes to suit all guests. Any guests with allergies or extra dietary requirements will be invited to disclose this information upon RSVP and arrangements will be made to cater for their needs. In lieu of dessert, sweet canapÊs will be served to guests by the Social Pantry team - Dark Chocolate Delice Bites / Avocado and Lime Cheesecakes Bites / Salted Caramel Éclairs / Meringue Kisses.
Images: Social Pantry
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PROGRAMME
Menu: Content by Social Pantry. Original design by Emma Roberts at Emboss Communications.
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PHOTOGRAPHY: Raccoon London “Iona is a central-London based photographer regularly shooting a variety of events and parties within the worlds of art, fashion and food. After studying Fashion Communication with Promotion at Central Saint Martins College of Art and Design, Iona transitioned to photography full-time shooting backstage at London Fashion Week. Iona strives for a flattering documentary style to her work - highly receptive to peoples expressions and the general atmosphere. She can’t stand missed opportunities, key moments need to be captured! Discreet and attentive, Iona has a non-intrusive manner and quickly puts people at ease.” - Raccoon London Iona has been selected to lead the photography, with her choice of accompanying videographer. Iona was chosen based on her experience photographing fashion events and her knowledge of Central Saint Martins. Having a photographer and videographer at the event will maximise the promotional material available after the event for use on social media and for press. Iona will photograph at the event both on digital and Polaroid film. Video was chosen as an additional service as it is a popular and engaging form of visual communication and will be excellent for online promotion.
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Images: Raccoon London
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1
8 9 6
3
2
4
5
7
Images: Original Fashion Forward notebook and brochure covers by Emma Roberts at Emboss Communications. Selfridges.com. Victoriabeckham.com. Instagram: @victoriabeckham. Intern-mag.com.
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GIFT BAGS 1. GIFT BAG The Blackberry Tote from the AW18 collection will be the gift bag that all guests receive at the Fashion Forward official launch event. The bag will act as promotion for the brand after the event, as guests are likely to continue using the bag and post images on social media. The bag is also gender neutral to appeal to all guests. 2. DYPTIQUE CANDLE A large Dyptique Baies candle will be one of the gifts, sourced at a discount from Selfridges as Victoria Beckham lines are stocked here. The popularity of the product is likely to result in social media posts referencing the event and tagging the brand and is a neutral gift that should appeal to all guests. 3. BRANDED NOTEBOOK As a special momentum of the event, Fashion Forward branded notebooks will be included, produced by popular stationary brand, Papier. The notebook also fits the themes of work and education in the event. 4. CARAN D’ACHE PEN To compliment the branded notebook will be a Caran D’Ache pen sourced from Selfridges. This practical and luxurious gift is likely to be used daily by guests, acting as a repeat reminder of the event and the brand. 5. CAUDALIE VITAMINS Another gender neutral and highly on trend gift will be a box of Caudalie Antioxidant Vitamin Supplements. Sourced at a discount from Selfridges, the gift further elevates the value of the bag, in keeping with the luxurious event and brand. 6. INTERN MAGAZINE Thematically coordinating with the event, the latest copy of Intern Magazine will be included. The independent magazine will be donated as the exposure of featuring in a luxury gift bag given to editors and journalists is highly beneficial. 7. PIERRE MARCOLINI x VICTORIA BECKHAM CHOCOLATES To add an edible element to the bag, Pierre Marcolini x Victoria Beckham special edition chocolates will be included. As a limited and high end product, this is another aspect that is likely to appear across social media and reinforces the Victoria Beckham brand. 8. THOMSON & SCOTT SKINNY PROSECCO Another mass appeal gift sourced at discount from Selfridges will be the Thomson & Scott Skinny Prosecco. This is a popular product which gives a silent nod to Victoria Beckham’s famed physique. 9. FASHION FORWARD BROCHURE The most essential item to be included in the gift bags will be a copy of the Fashion Forward brochure, detailing the initiative, roles available and application process. This will be particularly useful to lecturers and students and will give all guests a full understanding of the scheme.
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CAMPAIGN TIMELINE MONDAY 11TH JUNE 2018 - All supplier briefs and contracts finalised. MONDAY 6TH AUGUST 2018 - RSVP deadline. Guest list finalised. MONDAY 13TH AUGUST 2018 - Seating plan finalised. MONDAY 20TH AUGUST 2018 - Printing complete. - All gift items received/produced and stored ready for transport. MONDAY 27TH AUGUST 2018 - Brand specific Instagram account opens: begin promoting new pages on website and Fashion Forward. Announced via Victoria Beckham’s existing social media accounts. - New website live including page on Fashion Forward. - Paid targeted Facebook and Instagram advertising beings. - Press packs sent. SATURDAY 1ST SEPTEMBER 2018 - Event set up. Promoted on Instagram stories (Victoria Beckham and Emboss Communications) - Event 6pm-1am. Guests encouraged to share images via #VBFashionForward. SUNDAY 2ND SEPTEMBER 2018 - Remaining event take down. - Images beginning to share on official Victoria Beckham social media accounts. MONDAY 3RD SEPTEMBER 2018 - Thank you emails sent to guests, including a link to the image gallery. - Edited images to share on official Victoria Beckham social media accounts (Instagram, Twitter, Facebook and LinkedIn posts and Pinterest board created) and Emboss Communications Instagram. TUESDAY 4TH SEPTEMBER 2018 - Film shared on Victoria Beckham official Facebook, Instagram and LinkedIn accounts. MONDAY 1ST OCTOBER 2018 - Applications for Fashion Forward open. Promoted on Instagram, Twitter, Facebook and LinkedIn posts. - Paid targeted Facebook and Instagram advertising changes to ‘open now’. MONDAY 10TH DECEMBER 2018 - Applications for Fashion Forward close. - Paid targeted Facebook and Instagram advertising ends.
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EVENT TIMELINE SATURDAY 1ST SEPTEMBER 2018 6 AM
Venue access begins. Emboss Communications event team arrives on site.
7 AM
Supplier arrivals and goods deliveries begin. 10 event assistants arrive. Set up of event begins.
4 PM
Event set up complete.
5 PM
All event staff/suppliers on site and ready for event.
6 PM
Guests begin to arrive. Drinks reception in The Crossing / front section of The Street (champagne or infused water by Bread and Honey).
7:30 PM
Guests invited to sit down at dining tables. Dinner drinks served by Social Pantry.
7:45 PM
Victoria Beckham on stage to welcome guests and make speech and thank essential team with particular note to the British Fashion Council.
8 PM 8 - 9:30 PM
Dinner served. At individually agreed times, staff will visit kitchens to have dinner break provided by Social Pantry.
9:30 PM
Dining tables have been cleared and guest speakers begin. Victoria McGrath to make a speech on the importance of fashion education. Fashion Forward Director Jane Smith to speak about organising the project. Edward Enninful to speak on the British fashion industry. Caroline Rush to make speech on the project and the British Fashion Council’s involvement. Member of the Victoria Beckham executive team to thank speakers and invite everyone to enjoy cocktails and socialise. Bread and Honey team ready to serve cocktails for the rest of the evening.
10:15 PM
Dessert canapĂŠs served standing to guests by Social Pantry staff.
1 AM
Final guests leave.
3 AM
Deadline for essential clean up and supplier departure (General cleaning, food and drinks caterers removal). SUNDAY 2ND SEPTEMBER 2018
7 AM
Remaining event take down begins. (Flowers, furniture and lights and sound removal.)
11 AM
Clean up finished and venue restored to original condition.
12 PM
Venue access ends.
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P R O M OT I O N This chapter details the promotion strategy for Fashion Forward, including the physical press pack, sample social media posts and website mock ups.
P R O M OT I O N
PRESS PACK A press pack containing a press release, quote sheet, brand highlights and the Fashion Forward brochure will be sent out to 30 members of the press to gain news coverage. A PDF of the press pack will be made available on the Victoria Beckham website. The recipient publications are detailed below. They have been specially selected to gain wide reach of coverage and target a mix of specialist fashion career publications, national newspapers and classic fashion publications.
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P R O M OT I O N
WEBSITE UPDATE Two new pages will be added to victoriabeckham.com, managed internally by the Victoria Beckham team. The ‘ABOUT’ page will be updated to include the ethical values of the brand and another will detail Fashion Forward, including a link to a PDF of the brochure and providing details of the application process. It is important that the brand website reflects all aspects of the brand, giving visitors a holistic understanding of the products, messages and values. Currently there is no mention of the Victoria Beckham values or activities outside of products, so these pages should add character into the website, making the brand more relatable.
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Since launching in 2008 the Victoria Beckham fashion brand has developed a distinctive and modern language of clothing. Stocked in over 400 stores in over 50 countries internationally, all four Victoria Beckham lines are developed at Victoria’s studio in London, and showcase only the finest craftsmanship and materials. With offices in London and New York, a flagship store in Mayfair and another store in central Hong Kong, Victoria shows her mainline collection at New York Fashion Week. The brand has won critical acclaim alongside multiple industry awards, including Best Designer Brand and Brand of the Year at the British Fashion Awards. Recent notable business developments include a partnership with Estee Lauder to create an innovative make up collection, as well as a limited-edition designer collaboration with US retail giant Target. A pioneer of modern and practical luxury womenswear, Victoria Beckham is committed to protecting women and men in fashion through Fashion Forward, a graduate scheme offering to nurture top British fashion graduates in a safe and supportive environment.
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P R O M OT I O N
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To celebrate the 10 year anniversary of luxury design house Victoria Beckham, launches Fashion Forward, a graduate scheme designed to nurture British talent. The future of British fashion is in the hands of young forward thinkers, so we are looking for three ambitious graduates to join the creative team at Victoria Beckham. If you have a flair for originality and innovation, and are looking for a graduate role in design, marketing or communication, Fashion Forward is for you. With sponsorship from the British Fashion Council, Fashion Forward is a structured and intensive graduate scheme, specially designed to develop talent and give a comprehensive understanding of fashion business. At Victoria Beckham we are redefining womenswear with modern designs rooted in real womens needs, but with Fashion Forward we want to go beyond clothing working women. We are offering a supportive work environment that protects employees against danger and discrimination. With a renewed social conscience, fashion has a responsibility to look after the people who make it great.
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P R O M OT I O N
VICTORIA BECKHAM SOCIAL MEDIA A new Instagram account, @victoriabeckhamltd, will be set up for Victoria Beckham, establishing distance between Victoria Beckham as an individual and Victoria Beckham as a brand. As detailed in the campaign timeline, the account will begin posting on Monday 27th August, allowing time to tease Fashion Forward before the official launch on Saturday 1st September. Victoria Beckham will post from her current social media accounts announcing the new accounts, immediately establishing a following. The account will be managed internally, with content created for Fashion Forward by Emboss Communications to begin with. Instagram is currently the only account which will be established separately from Victoria Beckham’s current accounts, as the Facebook, Twitter and Pinterest are all already dedicated to brand content, rather than personal posts by Victoria Beckham - it is also the most popular social media platform, particularly for fashion brands. The following pages include sample posts that will be used to promote Fashion Forward by @victoriabeckham, @victoriabeckhamltd and @embosscommunications on Instagram.
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BUDGET This chapter details the budget for Fashion Forward, including costs for the launch event, promotion and the graduate scheme itself.
BUDGET
BUDGET SERVICE
COMPANY
DETAILS
COST
Event expenses funded by British Fashion Council sponsorship with £350,000 budget. Venue
Central Saint Martins
The Crossing and The Street. Licensed and insured. Stage equipment available.
Catering
Social Pantry
Starter and main £80 per head. Canapés 4 per person, £2 each. Including staff, menu design and table ware. Including VAT.
£30,800
Drinks
Bread and Honey
Including staff, dinner drinks and cocktail menu design and glass ware.
£20,000*
Security
LSG Security
7 hours, 4 security guards for door supervision.
Photo/ Videography
Raccoon London
Photographer £750 and videographer £850 fully equipped for half day, editing services at £400. Including retouching, storage and use of images. Plus VAT.
£2,400
Gifts
AW18 Victoria Beckham bag / Thompson and Scott Skinny Prosecco Victoria Beckham / / Intern Magazine / Caudalie Paris antioxidant supplements / Selfridges (Thomson and Dyptique Baies candle / Fashion Futures branded notebook: Papier Scott, Dyptique, Caudalie) / Caran D’Ache 849 Ballpoint / VB x Pierre Marcolini chocolates / / Papier / Intern Mag Fashion Forward Brochure. Worth £753. Cost £354.
£123,900
Flowers
Grace & London
Bespoke flower design to budget and brief to include floral back drop for stage, floral canopy for envelope wall, decorative flowers and table adornments. Delivery and collection included.
£12,000
Transport
Europcar
2 days (6am 1st Sept - 4pm 2nd Sept), capacity 1206kg, £170. (Diesel: £150)
HireIt Event Furniture
Velvet grey sofa £300 x13, Velvet grey armchair £150 x13, Ghost chair £10 x350, Contemporary dining table white £100 x60, Gloss bar white £300 x3, Silver side table £60 x21, White poseur table £70 x24. Delivery and collection included.
£19,190
Lights and Music
Fisher Productions
Light production to budget and brief and staff for installation. Sound equipment installed (for pre-prepared playlist). Installation and removal included.
£6,000
Printing
Printing Services London
Signage x8, mirror stickers x4, menus x350, programmes x350, Fashion Futures brochures x350, place cards x350 invites x250, wall envelopes and cards x 300. Delivery included.
£8,500
Furniture
£115,000*
£500
Postage (invites) Royal Mail
First class postage £0.65 x400.
Staff
£10p/h, 10 members with clean drivers licences, 24hr total hire each across 2 days.
Privately recruited
£260
Sub-Total:
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£2,500 £329,382
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BUDGET
Expenses allocated for brand realignment and extension (fashion futures) from 30 million investment. Fashion Future role salaries
Victoria Beckham
Yearly salary £22,000 each.
£66,000
Fashion Futures Director
Victoria Beckham
Yearly salary.
£38,000
PR services
Emboss Communications
Services engaged: Brand consultation, collaboration concept and management, creative event concepts, event production and management, social media strategy consultation and national PR.
£75,000
Sub-Total:
£179,000
Expenses allocated for promotion from 30 million investment. Press Packs (printing)
Printing Services London
30 press packs, £80 each
£2,400
Postage (press packs)
Royal Mail
First class postage, heavy large letter, £2.52 x 30.
£75.60
Targeted online advertising
Facebook & Instagram
Aimed towards fashion students. 18 weeks.
£11,000 Sub-Total:
£13,457.60
Grand Total:
£521,857.60
*These costs have been estimated based on industry expertise and average pricing. All other costs have been calculated from quotes, websites or set to a budget.
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VISION This chapter indicates the potential future of Fashion Forward and how this will impact Victoria Beckham.
VISION
THE FUTURE The intention of Fashion Forward is to give the brand a stable platform upon which it may expand and develop into an iconic British luxury fashion house. With clear social and ethical values, distinctive product lines and an injection of innovation by the yearly intake of the top British fashion graduates, Victoria Beckham will be celebrated as brand that values education, nurtures the future of British fashion and promotes supportive working environments. As women’s rights are made one of societies top priorities, Victoria Beckham will be an iconic feminist designer at the forefront of re-defining standards of modern womenswear. Individualised social media platforms for Victoria Beckham will become landing sites for fans of the brand, whilst Victoria Beckham’s personal pages will continue to generate public interest in her personal life and persona as a designer. Following a successful longstanding relationship between Victoria Beckham and the British Fashion Council, there may one day be a foundation or awards in Victoria Beckham’s name, furthering her reputation as a philanthropist and advocate of education.
Images: Pinterest @victoriabeckham
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EMMA ROBERTS W15010132 DE0931 Strategy and Promotion Document
FA SHION FORWARD
Emboss Communications 25 Finsbury Circus London EC2M 7AB 020 5914 8239 info@embosscommunications.com @embosscommunications