Final strategy and promotion document

FA SHION FORWARD Celebrating Britain • Nurturing Talent • Supporting Fashion

sponsored by

a brand extension solution produced 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

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CHALLENGE INSIGHTS OBJECTIVES SOLUTION IMPLEMENTATION PROMOTION BUDGET VISION

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FF

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.

“

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 Image: © Victoria Beckham

balancing act, and one which has made her a significant player in the luxury industry.

- Jess Cartner-Morley (The Guardian)

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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. She has also indicated her passion for creative talent as a patron of Graduate Fashion Week.

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 corporate responsibility 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, minimal 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 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 London 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 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 publishes all posts herself and signs off each caption. She responds to comments occasionally but mostly to personal acquaintances.

FREQUENCY: Nearly every day, sometimes more than twice 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 earn the highest engagement levels.

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 impression of the brand from her personal account.

FACEBOOK REACH: 3.1 million INTERACTION: Comments are responded to in a 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 and consumers.

CONTENT: All commercial and brand related. Boards for each collection, brand collaboration, event and flagship store opening.

LINKS: Website in bio.

OPPORTUNITY: A strong page that gives an overview of the brand’s style and activities.

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CHALLENGE

TWITTER REACH: 13.2 million INTERACTION: No replies to the audience.

FREQUENCY: Nearly every day, sometimes more than twice 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 and Victoria Beckham as a celebrity.

CONTENT: Content all shared with Instagram. Little personal content. All posts include images.

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 such as 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: Information about brand values and editorial content would make the website more engaging and relatable.

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CHALLENGE

S

STRENGTHS • Established as valued and distinctive brand in the luxury marketplace.

• High profile collaborations with Reebok, Target and Estée Lauder increase visibilty and accessibility.

• Industry acclaim (from professionals, press and awards).

• Significant global brick and mortar presence.

• Anti-fur stance. Victoria Beckham does not wear fur and it has never appeared in her designs.

• Victoria Beckham is noted as one of few fashion companies that pays interns.

• Emphasis on quality luxury craftsmanship in all designs.

• Victoria Beckham as a designer is integrated into the brand’s identity, adding cultural relevance and personality.

• Victoria Beckham is a personal advocate for human rights and 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 private 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.

• Separation 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, showing weakness.

• Association of celebrity status still threatens luxury reputation.

• Too many product lines without distinct identities creates confusion.

• Lack of brand identity outside products 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 platform for this, as well as 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 star’s 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 become a brand strength - her history of advocating social and political causes 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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FF

INSIGHTS This chapter uses trend reports to determine the business values Victoria Beckham should embrace within the proposed brand extension.

INSIGHTS

TREND 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.

Image: Š WGSN Common Gound: Future Trends 2019 Report

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INSIGHTS

“

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)

”

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 uncertainty, that creativity is not lost. Diversifying the creative team at Victoria Beckham with young talent will help avoid complacency and promote creativity, with new ways of thinking and diverse backgrounds and experiences.

Ally-Ship: 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 trend-based - they should be ‘based on trust, consistency and accountability’.

Fashion Forward does exactly this, by demonstrating a commitment to social and political issues and offering equal opportunities to students outside London.

“

Let’s reward effort, support innovation and applaud those who think outside the box and refuse to be boxed in.

(WGSN, 2018)

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INSIGHTS

“

Start-Up Thinking:

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.

(Business Of Fashion State of Fashion 2018)

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 high pressure working environments and set an example that other fashion brands will soon have no choice but to follow.

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”

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 into the company each year, diversifying the creative team.

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.

(Trendwatching, 2018)

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INSIGHTS

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 industry professionals who are looking for better job satisfaction.

17%

of women take 30-45 minutes for lunch vs 24% of men.

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41%

of women feel confident about challenging a senior employee vs 62% men.

22% 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: © Victoria Beckham

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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 the 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’s 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 maximise profits through increased sales and customer loyalty.

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FF

SOLUTION This chapter details the concept for the brand extension solution, Fashion Forward.

SOLUTION

FA SHION FORWARD

Image: © Lumina

Celebrating Britain • Nurturing Talent • Supporting Fashion

To celebrate the brand’s 10 year anniversary in September 2018, Victoria Beckham will establish an annual graduate scheme called Fashion Forward, which will nurture graduate talent from UK universities in the departments of fashion design, creative and communications.

Fashion Forward 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 patronage of Graduate Fashion Week, as well as her celebrated public persona as a mother.

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SOLUTION

With sponsorship and insights from the British Fashion Council, the scheme will be validated as one with academic rigour, offering structured training to the three successful graduates.

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 a competitive annual salary of £22,000 with seasonal bonuses and employee benefits such as discounts and travel expenses. 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 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 a separate Instagram account 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 history as real life experience that inspires clothing for modern women and their real needs.

• Fashion Forward will bring focus back to the core messages of the brand, after diluting the brand image through 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 brand’s 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. *Independent survey of 116 fashion students from fashion courses across design, marketing, textiles and communication.

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SOLUTION

FA SHION FORWARD Celebrating Britain • Nurturing Talent • Supporting Fashion

OFFICIAL LAUNCH EVENT Fashion Forward 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 fashion talent.

As a significant portion of the Fashion Forward promotion strategy, the main 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 time 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 social and political values now integrated into Victoria Beckham.

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SOLUTION

Images: © Central Saint Martins. © Victoria Beckham. © Grace and London. © Design Boom.

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FF

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

EVENT PRODUCTION 1

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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 features, 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 RTW AW18 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 reading #VBFashionForward will be placed on the mirror wall to remind guests of the Fashion Forward hashtag, further increasing visibility online.

5. ENVELOPES Envelopes matching the colour scheme 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 value 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.

Opposite Images: © Central Saint Martins. © Victoria Beckham. © Grace and London. © Design Boom. © Social Pantry. © Hire It Furniture. © Dior.

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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

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I M P L E M E N TAT I O N

Images: Š Central Saint Martins

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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 maximise 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, speakers 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 at and 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: Š Hire It 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. © Victoria Beckham.

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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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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 British Fashion Council patrons = 20 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 approved external caterers for Central Saint Martins. 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 canapés 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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MENU

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. Iona will photograph at the event both on digital and Polaroid film. 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. 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

3

6

2

4

5

7

Images: Original Fashion Forward notebook and brochure covers by Emma Roberts at Emboss Communications. © Selfridges. © Victoria Beckham. © Intern Magazine.

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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 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 there. 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 by first class postage, to arrive 2-3 days before the event.

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 Victoria Beckham social media accounts (Instagrams, Twitter, Facebook and LinkedIn posts and Pinterest board created) and Emboss Communications Instagram.

TUESDAY 4TH SEPTEMBER 2018 - Film shared on the 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 7TH JANUARY 2019 - 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 and 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. Recipients 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

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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.

“

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

“

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

Celebrating Britain • Nurturing Talent • Supporting Fashion

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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 account, 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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P R O M OT I O N

Celebrating Britain • Nurturing Talent • Supporting Fashion

MONDAY 27TH AUGUST // 6.30AM

SATURDAY 1ST SEPTEMBER // 8AM

To begin online promotion, in conjunction with press packs, @embosscommunications, @victoriabeckham and @victoriabeckhamltd will tease the launch of Fashion Forward with copy revealing only the launch date and hashtag and abbreviated artwork. This will prompt intrigue amongst press and consumers. The posts will be scheduled for 6.30am, a peak time for weekday morning engagement, maximising potential reach.

As an official social media launch the Instagram accounts @embosscommunications, @victoriabeckham and @victoriabeckhamltd will announce Fashion Forward with copy detailing the concept and full artwork. This will clarify the extension following teaser posts. The posts will be scheduled for 8am, a peak time for weekend morning engagement, pre-empting press attention before the launch event that evening.

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P R O M OT I O N

MONDAY 3RD SEPTEMBER // 6.30AM

MONDAY 1ST OCTOBER // 6.30AM

Following heavy press coverage and social engagement after the Fashion Forward launch @victoriabeckham and @victoriabeckhamltd will post Fashion Forward imagery with copy revealing the values behind the extension. This will continue to increase awareness of Fashion Forward and posts like this will continue to be shared regularly to increase engagement. Images from people developing their applications will also be used as promotion.

Posts of Fashion Forward imagery will be shared from the @victoriabeckham and @victoriabeckhamltd accounts regularly to maintain engagement with Fashion Forward. All Fashion Forward imagery is black and white, making it easily recognisable and distinguishable from other brand and personal posts. These will also be promoted to fashion students through paid targeted advertising on Facebook and Instagram, with copy updating to include opening and closing dates of the

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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 Forward 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)

Furniture

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 Services London

Signage x8, mirror stickers x4, menus x350, programmes x350, Fashion Forward brochures x350, place cards x350 invites x250, wall envelopes and cards x 300. Delivery included.

£8,500

Printing

£115,000*

£500

Postage (invites) Royal Mail

First class postage £0.65 x 350.

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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£320

£2,500 £329,382

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BUDGET

Expenses allocated for brand realignment and extension from 30 million investment.

Fashion Forward Victoria Beckham role salaries

Yearly salary £22,000 each.

£66,000

Fashion Forward Victoria Beckham Director

Yearly salary.

£38,000

PR services

Services engaged: Brand consultation, collaboration concept and management, creative event concepts, event production and management, social media strategy consultation and national PR.

£75,000

Emboss Communications

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. 22 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 bespoke quotes, website price lists 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 giveVictoria Beckham a stable platform upon which it may expand and develop into an iconic British heritage luxury fashion house.

With clear social and political values, distinctive product lines and an injection of innovation by the yearly intake of the top British fashion talent, 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.

Further individualised and curated 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 award in Victoria Beckham’s name, furthering her reputation as a philanthropist and advocate of education.

Images: © Victoria Beckham

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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