Francesca Ulanoff, DAKS Pitch Proposal by Francesca Etta Ulanoff

PITCH PROPOSAL

F R A N C E S CA ULANOFF B A (H O N S ) FASHION PR U LA 11323672

CONTENTS

1 : S U MMA RY : PAGE 7 2 : B A C K G R OUND : PAGE 9 D A K S 1 8 9 4 - 2013, P9 D A K S IN 2014, P13 3 : S IT U AT IO N A NALYSIS : PAGE 15 IN T E R N A L A NALYSIS, P15 E X T E R N A L ANALYSIS, P19 4 : S T R AT E GY : PAGE 27 A IM A N D OB JECTIVES, P27 K E Y ME S SAGES, P29 TA R GE T C ONSUM ER, P31 TA R GE T ME DIA LIST, P35 OV E RV IE W O F STRATEGY, P41 C A MPA IGN TACTICS, P43 1 2 MO N T H PLAN, P61

CONT E NT S

5 : R E S O U R CES : PAGE 63 B U D GET, P63 C R IT IC A L PAT H ANALYSIS, P67 P R E S S R E LEASES, P71 6 : E VA L U AT ION : PAGE 75 7 : B IB L IOGR APHY : PAGE 77 R E F E R E NCES, P 77 F IGU R ES, P 81

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1. SUMMARY DAKS is currently viewed as an outdated brand by many potential consumers. The brand is no longer considered to be as innovative as it once was, causing it to be overlooked by many consumers in favour of its competitors who have adopted a more contemporary image. Heritage brands in the UK are having to compete with exciting young designers and can easily be overshadowed in terms of press and consumer interest. DAKS needs to increase the amount of press attention it receives by creating interesting stories with longevity which will encourage sustained consumer interaction. Although the womenswear line features heavily in UK press, particularly regarding its London Fashion Week appearances, the menswear line is rarely featured in. DAKS’ menswear does receive some press in terms of fashion editorials, however it is the stories and influencing articles about the brand which are missing, meaning that it is often overlooked in favour of more visible brands. The recent use of Paul Weller in the brand’s 120th anniversary advertising campaign (opposite) gained early media attention, but without a convincing story to follow up the initial release, the attention soon moved away. By showing the menswear in Milan, DAKS misses out on key pieces of British press which would naturally come with showing in London. Combined with having an Italian Creative Director, the brand’s image becomes somewhat confused. DAKS has launched several sub brands over the past 20 years, but with the launch events being in Milan again, the brand has missed out on vital UK press. Although Filippo Scuffi has helped DAKS

to regain its footing on the global market, his Italian influence could be considered as not being in line with the once quintessentially British brand. By changing the Creative Director to a popular British one, not only will this create a story for press, but reinforce DAKS as a modern British Heritage brand. With a large following in Asia, it is important to consider how this would affect the brand’s reputation there. It is suggested that DAKS’ appeal in Asia is its Britishness and the perceived ‘gentlemanliness’ which the brand projects. Therefore by focussing the brand’s PR efforts in the UK, DAKS begins rebuilding and sustaining the reputation which has made it so popular, ensuring that DAKS’ brand messages are not ‘lost in translation’. DAKS’ website and printed material are very contemporary, using a lot of white space to allow the words and images to speak for themselves, whilst still maintaining a luxury element. The current store designs however are not in line with this. By redesigning the two London stores in a more minimalistic way, the brand will be able to create a more consistent image, fitting of a modern brand. By updating the mood of the store to create a more unique atmosphere, DAKS will stand out against its brick and mortar competitors. Introducing a club element would encourage consumers to return to the store, creating an ongoing story which can adapt and upscale as DAKS increases its awareness. The club allows DAKS to hold regular events, meaning regular coverage, as well as encouraging sustained interaction with the brand by both current and potential consumers. 7

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2. BACKGROUND: 1894 - 2013

DAKS was originally the name given to the world’s first self-supporting trouser, invented by Alexander Simpson in 1934. The name, a mixture of ‘DAd’s’ and ‘slacKS’, became an overnight success employing agents both nationally and internationally, quickly building the DAKS trouser a global reputation. The brand itself however, was founded in 1894 by Alexander’s father Simeon as a bespoke tailor in East London, continuing to be passed down the Simpson generations until 1982. The brand has its own house check which was introduced in 1978 which has been present in every collection since. DAKS soon grew from a trouser brand to a complete collection of menswear garments, encouraging Simpson to open ‘Simpson of Piccadilly’ in 1936. An iconic store offering not just DAKS Simpson clothing but a complete lifestyle, having departments dedicated to sporting goods, cigars, a restaurant, an in-store barber and more- the store was truly a gentleman’s department store. British architect Joseph Emberton designed the now grade I listed building, listed due to its innovative construction techniques (opposite), the once longest curved glass windows in the world and for its distinctively art deco interior. Simpson of Piccadilly became one of the sights of London, a revolutionary store unlike any other, more advanced and innovative than any of its competitors. The store’s visual merchandising and particularly the windows were renowned for being the most exciting and unique in the country, making visiting the store an experience in itself. The grand scale of the store was matched by the grand scale of its PR activities. DAKS Simpson held regular events, from grand balls and dinners to in store golf lessons from all-star international golfers, there was always a reason for consumers to be talking about the store. Simpson of Piccadilly provided DAKS sportswear to England’s football, rugby, tennis and golf teams as well as inviting many international teams to visit the store and learn about the DAKS brand. Aside from Sports, DAKS Simpson sponsored a range of charity events, regular exhibitions, held fashion shows, festivals, shopping events and more, gaining three Royal Warrants by 1982.

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2 . BACKGROUND: 1 8 9 4 - 2 0 1 3

A particularly unique part of Simpson of Piccadilly was the ‘Club Room’, a lounge dedicated to DAKS’ many international agents for whilst they were in town (opposite). This was adapted into the ’Simpson Services Club’ during WWII for servicemen from allied forces around the world passing through London whilst on leave. In 1990 Simpson of Piccadilly was bought by Sankyo Seiko Ltd, previously DAKS’ licensor in Japan. In 1999 the department store was closed and DAKS became an independent brand, selling on Jermyn Street where the brand still has a store. DAKS had several popular stores around the world, however Sankyo Seiko Ltd has chosen to close all stores outside of Asia except the brand’s Jermyn Street and the new Old Bond Street stores. The brand has reattempted online retail several times 2010, and currently offers a small selection of men’s and women’s clothing to buy through the DAKS website. The brand’s flagship store is now on Old Bond Street, selling a mixture of women’s and menswear as well as a selection of E1 and Sport pieces. Jermyn street was refitted in 2012 to become a menswear only store, from which DAKS’ bespoke tailoring service now operates.

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2. BACKGROUND: DAKS IN 2014 DAKS currently shows its womenswear collection at London Fashion Week, which generally gains good press coverage from a range of fashion publications as well as online. The coverage ranges from runway reviews to backstage images and the collection has been particularly covered this past season in demonstrating the SS14 trends. DAKS’ menswear collection on the other hand is shown at Milan Men’s Fashion Week, and does not receive the same extensive press coverage as the womenswear collection. The menswear collection cannot be found on popular trend websites such as style.com or vogue.com where many consumers and fashion professionals look for runway reviews. This is damaging to the image of the brand, as the only impression the consumer is given, is that which they are given from the brand’s website and in their brick-and-mortar stores. Most of DAKS’ competitors now show at London Collections: Men, where they are well documented by British and international press.

To celebrate DAKS’ 120th anniversary, the brand’s most recent campaign (released in January 2014) featured Paul and Leah Weller, the highlight being a short fashion film of the pair singing a duet. Online, the video and images from the campaign were featured on several blogs and fashion websites such as Vogue and the Telegraph Fashion. Unfortunately this initial release was not backed up by any further activity with the Wellers, resulting in the hype caused by the initial release to quickly disappear.

To coincide with this new appointment, DAKS also reopened their online store, offering a small selection of womenswear and menswear through their website. The selection available online is improving, with many pieces from the campaign now being available online, however when the e-store launched in January 2014 there was only a small selection for purchase. Due to DAKS only having stores in London, it is unfortunate that consumers from other areas in the UK are not able to properly access the collection, again possibly deterring potential consumers. Unrelated to Paul and Leah Weller, DAKS is currently offering the opportunity for a night at the Rosewood Hotel and 2 tickets to see the women’s catwalk show at LFW when signing up to their email newsletters (opposite). This competition appears inconsistent with the current Paul Weller campaign, creating for the consumer an unclear idea of either the campaign’s message or consequently the brand’s image. 13

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3 . S I T U AT I O N A N A LY S I S : I N T E R N A L A N A LY S I S

THE ORGANISATION DAKS is a clothing brand producing both a menswear and a womenswear collection biannually in addition to a bespoke tailoring menswear service, headed by Filippo Scuffi (opposite) as Creative Director (DAKS, 2014a). The brand is owned by Japan based Sankyo Seiko Ltd, who own five other fashion and lifestyle brands including Missoni Home (Sankyo Seiko Ltd, 2014), however DAKS appears to be the company’s priority. The majority of DAKS’ income comes from the Asian market where the brand is extremely successful, giving the brand enough money to fund a range of PR activities there. London store staff suggest that their stores are purely ‘for show’ as they do not make much money [Fig. 1]. DAKS’ slogan is that “One look tells you it’s DAKS”, aiming to offer ‘an array of high quality suiting and tailoring together with outstanding service, where nothing is compromised’ (DAKS, 2014b). THE MARKET The Menswear market is becoming increasingly important, particularly in the UK where men under 34 are now spending more on fashion than their female counterparts (Sender, 2014a). It is suggested due to the popularity of London Collections: Men, London is flourishing as a new home for menswear fashions (Sender, 2014a). The main fashion consumers in 2014 are aged between 25 and 34 most of which also purchase online (a recent change from previous years) (Sender, 2014b). DAKS’ competitors have reacted to this information, with a large number of UK and international menswear brands now choosing to show their collections at LC:M (British Fashion Council, 2014).

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3. S ITUATION ANALY S IS : I NT E RNAL ANALY S I S

THE CONSUMER The UK consumer varies between DAKS’ two London stores. At the brand’s flagship Old Bond Street store, approximately 70% of shoppers are mixed groups of men and women aged 35 and above. The consumers are mostly Chinese, German and Russian tourists who visit the store due to DAKS’ international brand recognition. There is also a niche group of younger men who visit the store for the more ‘slim fit’ styles of the DAKS E1 range. On the other hand, at DAKS’ Jermyn Street store (opposite), the main customers are men aged between their early 40s and their late 60s most of which are either retired or still work in business which some owning their own. Customers are not interested is social media or online content. Brand loyalty is high at this store, with a high percentage of returning customers as well as some new customers who are mostly tourists from outside of the UK. Because DAKS have now closed all of their international stores outside of Asia, Jermyn Street attracts a number of loyal Indian and African customers who still want the brand’s bespoke suits.

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3 . S I T U AT I O N A N A LY S I S : E X T E R N A L A N A LY S I S STAKE HOLDERS AND REPUTATION DRIVERS

Bloggers (opposite) can be very influential to potential consumers. 19

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3. S ITUATION ANALY S I S : E X T E RNAL ANALY S I S

Buyers (opposite) at the shows will determine which pieces are produced for the market. 21

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3. S ITUATION ANALY S I S : E X T E RNAL ANALY S I S

SOCIAL, LEGAL, ECONOMIC AND TECHNOLOGICAL SOCIAL The UK currently has an ageing population, with the number of people aged over 65 expected to exceed those under 16 by 2021 (ONS, 2014a). This means that DAKS’ current consumer base will increase as there becomes an increase in elder people. There are now a large number of European migrant workers in towns and cities. There are now four times more women in higher education in the UK than men and there are more international students than ever with there being over a quarter of a million in 2014, a large percentage of which are from Asia (ONS, 2014b). DAKS’s largest market is in Asia, so as more Asian students come to study and live in the UK they also bring their love of the DAKS brand, offering the opportunity to raise the brand’s profile in the UK. Retail spending is steadily increasing in the UK and online spending has increased by over 7% since 2013 (ONS, 2014c), highlighting the importance of offering online retail. LEGAL There has been increased focus in the UK and internationally on how legally responsible brands are for the treatment of people who make their clothes. Instigated by several tragic events in Bangladeshi clothing factories in 2012 (BBC, 2013) a range of NGO campaigns (opposite) have emerged encouraging consumers to become more aware of both where and how their clothes were made (Fashion Revolution, 2014). Although DAKS used to be 100% produced in the UK, this is no longer the case. The brand must be informed of exactly where and how their garments are being produced in order to avoid being associated with any potential future disasters. Several brands whose garments were being produced in the factories where the tragedies happened are now tied to legal contracts to improve garment workers’ conditions meaning that they will be held legally responsible for any future issues (BBC, 2013). DAKS employs a general cousel, Geoff Chan, to oversea all legal issues for the brand, including counterfeiting goods which is a particular problem in Asia (The Lawyer, 2012).

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3. S ITUATION ANALY S I S : E X T E RNAL ANALY S I S

Environmental Due to the extensive reach of social media, environmental NGOs such as Greenpeace are quickly able to share a story based in one place and create a global concern where even luxury brands such as Louis Vuitton are not exempt (Thomasson, 2014). Whilst consumers are concerned about the environment, they are more actively concerned with animal welfare. Empathy for the animals appears to overshadow concerns for the earth (DuFault, 2013). DAKS must ensure that any leather or fur used in its design have been ethically sourced to avoid any backlash from NGOs such as PETA (opposite). Technological The increasing popularity of tablets and smartphones means that more people (especially older people) in the UK than ever before are choosing to search the internet (McCaskill, 2014). This means that DAKS is able to target not only the younger, but also the older consumers with its digital strategy, making them easier to reach. Tablets and smartphones offer applications which could work well to encourage interaction for a digital campaign. However, despite many users being quick to download them, they are not necessarily used (McCaskill, 2014) and lifestyle apps such as those used for e-commerce have the worst user retention (Walker, 2012) suggesting that they arenâ&#x20AC;&#x2122;t directly effective.

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4 . S T R AT E G Y: AIM AND OBJECTIVES

AIM To increase awareness of DAKS’ menswear collection as a modern British brand amongst UK consumers. OBJECTIVES For DAKS Menswear to be featured in 10 pieces of printed UK press in targeted publications every 1 month, either as a credit or as part of a planned article or interview. To secure 5 blog posts from targeted UK blogs every 2 months for DAKS Menswear. To be featured in publications aimed at both the affluent and the aspirational male consumer. To increase number of UK ‘Google’ searches for ‘DAKS’ by 20% after 12 months.

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4 . S T R AT E G Y: KEY MESSAGES

Primary Message DAKS continue to be key contributors to modern British menswear combining its house check with impeccable tailoring for a distinctive look. “One look tells you its DAKS” Secondary Messages DAKS remains a true British Heritage brand, still offering the superior craftsmanship and unmatched customer service worthy of its three Royal Warrants. The ‘DAKS Club’ provides the opportunity for the twenty-first century DAKS gentleman to experience new things and to expand their repertoire.

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4 . S T R AT E G Y: TA R G E T C O N S U M E R

Matthew is a young, white, ambitious British man aged 30, he has a partner whom he has been with for a few years and although they do not live together, they she lives nearby and they see each other almost every day. He earns around £40,000 a year at his job as a recruitment consultant at an agency near Green Park in London. Matthew had an excellent (partly private) education and gained both a bachelor’s degree in business at LSE and after a year out working in Europe, completed a master’s degree in HR at Imperial College London. He would have loved to travel during his year off, but has always seen his career as more important. Matthew tries to get away for a few weeks a year- more recently with his partner- he likes to experience a range of cultures, and has had some enjoyable holidays in Morocco, Kenya and Thailand. However, Matthew also enjoys European holidays, skiing during the winter in the Alps and visiting the Mediterranean during the warmer months. Politically, Matthew sits on the fence in terms of policies between Conservative and Labour, but will always vote for Conservative. Matthew was brought up with Christian values but would consider himself agnostic. He is middle class due to the hard work of his parents, but was not born into an already wealthy family. He therefore appreciates hard work and enjoying some of the ‘finer things in life’ without feeling the need to indulge excessively.

Matthew likes to look after his appearance and always tries to look smart and intelligent at work which often leaks into his ‘off duty’ style as well. He likes to invest in well made pieces which he can wear in a variety of ways in both his work and personal attire. He does tend to wear branded clothes, but chooses wisely as he understands what different brands can say about him, not necessarily choosing them because of their ‘hype’ in the press, but because of their reputation as being a classic. Matthew grew up outside of London in Berkshire, but now rents a flat in Fulham, he enjoys making the most of everything London has to offer, always open to trying new experiences whilst staying informed of the latest restaurant and bar openings to try with his friends or partner. Considering himself cultured, Matthew enjoys any opportunity to become more knowledgeable, an aspiring connoisseur. Visits a range of art and culture exhibitions with his partner but they are rarely his choice. He prefers going to concerts and the theatre in his spare time, although will visit an exhibition if it interests him, such as those at the London Design Museum. Matthew supports his local sports teams, mainly Fulham FC for football and Harlequins for rugby (which he prefers).

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4. S TRATE GY: TARG E T CO NS UME R

Matthew has constant access to a range of digital platforms, owning his own macbook pro (which he mostly uses for work), iPhone and Ipad. He has a fully updated Linkedin account which he uses to keep in touch with business contacts as well as Google+. He also has a Facebook account, which he uses to interact with friends and family, although he will only check it once every few days. Additionally, he owns both twitter and instagram accounts which he although he is more likely to ‘like’ or ‘retweet’ posts rather than post his own content. Matthew has a range of ‘helpful’ apps on his phone to help him get around London (such as citymapper, opposite), for social media and apps such as time out and trip advisor which offer advice on places to visit and what to see. He does not shop via his phone and prefers to browse in store for garments when he has something in mind which he is looking for.

4 . S T R AT E G Y: TA R G E T M E D I A L I S T Fantastic Man Tel No: 020 7242 8802 Email: office@fantasticman.com 1 Tavistock Chambers, 40 Bloomsbury Way, London. WC1A 2SE

Another Man Tel No: 020 7336 0766 Released: Biannually Email: bencobb@dazedgroup.com 112-116 Old Street, London. EC1V 9BG

Fashion Directer: Jodie Barnes 020 7242 8802 jodie@fantasticman.com

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Esquire Released: Monthly Circulation: 58,000 Tel No: 020 7439 5000

British GQ Twitter: @BritishGQ Tel No: 020 7499 9080 Released: Monthly Circulation: 130,009 Vogue House, Hanover Square, London. W1S 1JU

Senior Fashion Editor: Gareth Scourfield gareth.scourfield@esquire.co.uk 10 Men Tel No: 020 7434 0042 Released: Quarterly Email: natalie.dembinska@10magazine. com 3 Lower John Street, London. W1F 9DX

Junior Fashion Editor: Grace Gilfeather 020 7152 3743 grace.gilfeather@condenast.co.uk

Fashion Features Editor: Natalie Dembinska 020 7434 0042 natalie.dembinska@10magazine.com

British GQ Style Twitter: @TheGQStyle Tel No: 020 7152 3911 Released: Biannually Email: gq.styleassistant@condenast.co.uk Vogue House, Hanover Square, London. W1S 1JU

Client Twitter: @ClientMagazine.eu Email: info@clientmagazine.eu 801a Commercial Road, London. E14 7HG

Fashion Editor: Victoria Higgs @victoriahiggs 020 7152 3024 victoria.higgs@condenast.co.uk

Features Editor: Jade Fitton jade@clientmagazine.eu

Tatler Twitter: @TatlerUK Tel No: 020 7152 3951 Email: jennifer.george@condenast.co.uk Released: Monthly Circulation: 86,178 Vogue House, Hanover Square, London. W1S 1JU Fashion Director: Deep Kailey 020 7152 3431 deep.kailey@condenast.co.uk Vogue Twitter: @BritishVogue Tel No: 020 7499 9080 Email: charlotte.pearson@condenast.co.uk Released: Monthly Circulation: 207,059 Vogue House, Hanover Square, London. W1S 1JU Fashion Editor: Francesca Burns 020 7499 9080 francesca.burns@condenast.co.uk ES Magazine Twitter: @ESMagOfficial Tel No: 020 3615 0492 Email: es.magazine@standard.co.uk Released: Weekly Circulation: 292,976 Northcliffe House, 2 Derry Street, London. W8 5TT

Shortlist Tel No: 020 7611 9700 Released: Weekly Circulation: 526,359 Email: editorial@shortlist.com 26 Emerald Street, London. WC1N 3QA Fashion Editor: Eilidh Greig 020 7611 9700 eilidh.greig@shortlist.com City AM (London) Tel No: 020 3201 8900 Released: Daily Circulation: 94,626 Email: allister.heath@cityam.com 3rd Floor, Fountain House, 130 Fenchurch Street, London. EC3M 5DJ Fashion Editor: Meiissa York 020 3201 8900 melissa.york@cityam.com Stylist Twitter: @StylistMagazine Tel No: 020 7611 9700 Released: Weekly Circulation; 435,975 26-34 Emerald Street, London. WC1N 3QA Executive Fashion Editor: Kitty McGee 020 7611 7141 kitty.mcgee@stylist.co.uk

Fashion Editor: Orsolya Szabo orsolya.szabo@standard.co.uk

4 . S TRATE GY: TA RG E T ME DI A L I S T

London Evening Standard Twitter: @standardfashion Tel No: 020 3367 7000 Released: Daily Circulation: 700,000 Northcliffe House, 2 Derry Street, London. W8 5TT

The Independent Magazine [Supplement to The Independent] Tel No: 020 7005 2000 Released: Weekly (Saturday) Circulation: 183,547 Email: magazine@independent.co.uk Northcliffe House, 2 Derry Street, London. W8 5TT

Fashion Editor: Karen Dacre @karendacre 020 3615 2474 karen.dacre@standard.co.uk

Fashion Editor: Alexander Fury 020 7005 2000 a.fury@independent.co.uk

Financial Times Tel No: 020 7873 3000 Released: Daily Circulation: 432,944 Number One, Southwark Bridge, London. SE1 9HL Email: natalie.ullman@ft.com

The Sunday Times Style [Supplement to Sunday Times] Tel No: 020 7782 5000 Released: Weekly (Sunday) Circulation: 1,198,984 Email: martha.gill@sunday-times.co.uk 3 Thomas More Square, London. E98 1XY

Acting Deputy Fashion Editor: David Hayes 020 7873 3519 david.hayes@ft.com

Fashion Editor: Flossie Saunders 020 7782 5797 flossie.saunders@sundaytimes.co.uk How to Spend It [Supplement to Financial Times] Twitter: @FTHTSI Tel No: 020 7873 3820 (fashion desk) Email: ft.com.newsfeed@ft.com Released: Weekly Circulation: 422,000 Number One, Southwark Bridge, London. SE1 9HL

Monocle Tel No: 020 7725 4388 Circulation: 73,000 Email: info@monocle.com Midori House, 1 Dorset Street, London. W1U 4EG Design Editor & Fashion News Editor: Tom Morris 020 7725 4384 tm@monocle.com

Editorial Assistant: Jessica Owen 020 7873 3774 jessica.owen@ft.com 37

Drapers [TRADE] Twitter: @Drapers Tel No: 020 3033 2600 Released: Weekly Circulation: 12,672 Email: drapers@emap.com 69-77 Telephone House, Paul Street, London. EC2A 4PN

Menswear Style [BLOG] Editor: Craig Landale @menswearstyle 020 7433 3720 info@menswearstyle.co.uk Suite 4, 28b Hampstead Heath, London. NW3 1QA

Fashion Editor: Graeme Moran 020 3033 2768 graeme.moran@emap.com The Telegraph Luxury [ONLINE] Twitter: @Telegraph Luxury Tel No: 020 7931 2000 Released: Biannually 111 Buckingham Palace Road, London. SW1W 0DT Luxury and Digital Fashion Editor: Belinda White 020 7931 3632 belinda.white@telegraph.co.uk Fashion Beans [ONLINE] @fashionbeans Flat 1, 181 Haydons Road, Wimbledon, London. SW19 8TB Editor: Luke Todd luke@fashionbeans.com The Gentleman Blogger [BLOG] Editor: Matthew Zorpas @MatthewZorpas info@thegentlemanblogger.com The Bespoke Gentleman [BLOG] Editor: Jon Holt @MrBespokeLondon jon@thebespokegent.com 38

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4 . S T R AT E G Y: O V E R V I E W O F S T R AT E G Y

In order to increase awareness of DAKS’ menswear collection in the UK, the brand will move its menswear runway show from Milan to London. By presenting the brand at London Collections: Men, they will be showing amongst their competitors such as Burberry Prorsum, Crombie and Dunhill making them a more visible contributor to modern British fashion. The move to the UK will encourage more British press for the brand, informing consumers of DAKS’ influence on menswear and encouraging them to interact with the brand. In addition to this, the current Italian creative director Filippo Scuffi will be replaced with a British one. This will reinforce DAKS as a legitimate British Heritage brand, whilst creating a story to present to press to further justify the brand’s move. By using a UK creative director with an existing reputation, the brand will attract current fans of the figure who may not have otherwise considered interest in DAKS, it will encourage potential consumers to give DAKS a chance. The DAKS stores will be redesigned to make them modern and to offer a more enjoyable shopping atmosphere. By creating a more contemporary, unique look the London stores will stand out from their more traditionally styled Old Bond Street and Jermyn Street competitors encouraging consumers to visit the stores and learn more about the brand. Consumers will also be encouraged to join ‘The DAKS Club’, which will offer quarterly dinners and events in keeping with DAKS’ brand values. Attendees will be inspired to share their experiences on social media platforms using official hashtags such as #TheDAKSClub in order to measure the effectiveness of the events in producing online interaction. Events will take place both at and away from the store, with invitations being on a first come, first serve basis with the number of places differing depending on the type of event and location. Men who have purchased a DAKS product in the last 12 months, either from the store or through another retailer, are able to bring in their receipt to the Jermyn Street store in order to sign up for the club in store using the store’s tablet.

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4 . S T R AT E G Y: C A M PA I G N TA C T I C S

OVERVIEW OF TACTICS Replace Filippo Scuffi with a reputable UK designer, reinforcing the ‘Britishness’ of the brand. Transition DAKS’ menswear collection from being shown in Milan to being shown at LC:M in keeping with the brand’s British heritage. The move will also assist DAKS’ positioning against its UK competitors who also show in London, as well as instigating an increase in UK press. Improve the UK stores’ atmospheres by redesigning them in a modern way. Moving away from the traditional wooden interior to a more contemporary look to make the brand appear both more inviting and distinguishing from DAKS’ brick-and-mortar competitors. Create ‘The DAKS club’ as a way of creating exclusivity for the brand, reminiscent of ‘The Simpson Club’ popular at the old Simpson of Piccadilly store.

4 . S TRATE GY: CA MPAI G N TACT I CS

REPLACE THE CREATIVE DIRECTOR The new designer will be announced through a press release in October to both commercial and trade magazines. An interview with the designer will be pitched to targeted press through a desk side pitch, once the new designer has been announced. The whole design process will be promoted as now being London based, in order to ensure the continuing ‘Britishness’ of DAKS into the future. Although this proposal concentrates on DAKS’ menswear, the brand’s womenswear line is currently absent a designer and would also benefit from hiring British.

Christopher Bailey’s Burberry is acclaimed for having an all British team, including the models. (opposite) (Holland, 2012). 45

4 . S TRATE GY: CA MPAI G N TACT I CS

SHOW AT LONDON COLLECTIONS: MEN AW 2015/16 COLLECTION DAKS will initially offer a UK ‘presentation’ during LC:M, allowing for a gauge on the move’s reception before moving to a runway collection in the future if found to be suitable. The move is also an opportunity to showcase the new design talent. It will be announced two months in advance to allow buyers and journalists who would usually view the collection in Milan to plan accordingly. This will be done via a press release to both trade press such as Drapers and WWD as well as higher end commercial press such as Vogue. Online media will also be targeted such as ‘fashionbeans’, and DAKS will also share the story across their own social media channels. The presentation will take place in a modern, white, yet traditional space which reflects the new atmosphere which DAKS aims to create in its redesigned stores. Catering for the event will be gin cocktails, mocktails and bottles of water with ‘DAKS’ branded labels. A selection of canapés will be availableensuring there are both vegetarian and gluten free options- served on white ceramic tiered cake stands. Hair, makeup and dressing can be done in a back room, which will be fitted with mirrors, rails and vanity tables especially for the event.

This Space (opposite) in Covent Garden could work well for the event, combining the old style of the building with the modern white walls and use of glass and chrome; reflecting the style of the new store and the brand’s image which it wants to convey. The glass street frontage will give the backdrop of people walking past, representing the DAKS city gentleman, looking suave in the hustle and bustle of London. (Amazing Space, 2014) 47

D A K S I n v i te yo u to a tte n d t h ei r AW1 5 /1 6 Pr e se n ta ti on a t Ice S tu d i os

4 . S TRATE GY: CA MPAI G N TACT I CS

Invitations to the event will reflect both the style of the new collection as well as the updated, minimalist look which has rolled out in store. The physical invitations will be printed on the cover of notebooks, which will be unruled allowing attendees to make notes/sketches at the presentation. The covers will be white with an embossed title on the front, with the cover lining pages being in a faded version of the DAKS check. Sponsored by Silvine Ltd, a British notebook manufacturer who like DAKS has continued to innovate its brand to appeal to a modern consumer. Regular tweets regarding the event will be sent out during the presentation (2-3 every 30 minutes) as well as regular updates to DAKS’ instagram page of both the event in general and of any celebrity/notable industry attendees (at least 1 every 30 minutes). A small production crew at the event will be able to capture high resolution images of the looks to send to press and buyers after the show. The team will also use footage from both the presentation and ‘behind the scenes’ prepping for the event to produce a 1 minute film to be released 2 days after the presentations. The short film will be sent out in DAKS’ weekly email to consumers as well as being published on the brand’s website. The presentation will include 2 semi-formal walks around the space by the models, each followed by an hour of informal picture taking by journalists. The PR team as well as the designer himself will be on hand during this time to answer questions about the collection.

By collaborating with other British heritage brands, DAKS can associate itself with quality and craftsmanship in the whole company, and not just the garments. Silvine was founded in 1837, and continues to adapt its brand and products to suit the changing marketplace (Silvine, 2014). Providing a notebook as the invitation will make the brand stand out from its competitors as well as encouraging the recipient to bring it along to take notes during the presentation (opposite). 49

F IG. 2 0 Ga rj i to , 2014. F IG. 2 1 J o n e s , 2013.

4 . S TRATE GY: CA MPAI G N TACT I CS

SS 2016 COLLECTION Presentation will be upscaled in the following SS16 season to include a runway show at ‘The View’ in the shard (The Shard, 2014), providing a backdrop of the London skyline and being located in E1 where DAKS began, demonstrating that the brand has returned to its roots. The juxtaposition between the old city in the background and the modern building epitomises what DAKS wants to say about the brand. (opposite) The impressive venue should secure DAKS’ reputation as a modern, exciting brand as well as encourage attendees to share images of the presentation through social media. Journalists will feel more interested in writing a story about the brand after attending such an enjoyable show. Invitations will be sent out printed on specially designed sunglasses from the collection, to provide something for attendees to keep. There will be no catering at the event as journalists and buyers will be in short time to get to the next show. Hair and makeup will be done on site, with all the necessary equipment being hired beforehand. Attendees will be encouraged to tweet from the venue using the free wifi, sharing images of the venue and the runway using carefully selected hashtags such as #DAKSxTheShard and #DAKSSS16. Due to the distance of the venue from the main hub of London Collections, the brand will provide cars to bring key journalists and buyers to the venue for free and to return them after the show. A production team will be on hand to take images of the runway as well as a film of the set up, show and take down of the set, ensuring to capture the magic of the venue in order to display in the stores. A live feed of the set up and put down of the catwalk will display in Jermyn Street store during the day of the event. Email blasts the day after the show will provide a link to watch the film of the event. 51

(C l o c k w i s e L e ft t o R i ght) F IG. 2 2 L o v e i s S p e ed, 2013. F IG. 2 3 R e ta i l D e s i g n B l og, 2011. F IG. 2 4 M e rre l l , 2012. F IG. 2 5 L o v e i s S p e ed, 2012. F IG. 2 6 L o v e i s S p e ed, 2013. F IG. 2 7 J a c k s o n -S t ops, 2013.

4 . S TRATE GY: CA MPAI G N TACT I CS

REDESIGN THE LONDON STORES A press release announcing the closure of the Jermyn Street store for refurbishment will be sent out in April to press, and an announcement will be published on DAKS’ social media sites in May at the beginning of the month of construction. The press release will announce the interior designer chosen for the project, as well as the concept. The concept for the updated interior is to create a modern, minimalist version of the current design. The store will be white, keeping some wooden accents of dark wood. It is important for the store to retain it’s idea of tradition, whilst also projecting luxury and a modern feel to create a consistent image. A glass chandelier will be used as a centrepiece for the store, a marble fireplace will work as an alternative platform for merchandising as well as glass tables and shelving. Vintage style furniture is recovered in contemporary fabrics to contribute to the juxtaposition between old and new (opposite). The white walls will allow for projections, such as live catwalk shows, to be shown in store. IPads will be available in the seated areas of the store for customers to access online content as well as for signing up to the new ‘DAKS Club’. A bar will be installed as part of the renovation which can be used to merchandising on a day-to-day basis, and can be opened as a functioning bar during events. The homepage to the DAKS website will announce the redesign and subsequent closure of the Jermyn Street Store throughout its refurbishment. The windows to the store will be covered in white vinyl throughout the transformation, printed with the DAKS logo and text saying “Introducing the new DAKS man, in __ days”, with the number of days until unveiling being updated everyday. An image of the updated window will be uploaded to twitter once a week. Refurbishment will take approximately 10 weeks, and will take place from 17th May, reopening on Saturday 2nd August. During the weekend of the relaunch, the DAKS bar will be open during the day, with guests being offered Champagne as well as a selection of canapés.

F IG. 2 8 D a v i e s, 2011

4 . S TRATE GY: CA MPAI G N TACT I CS

On reopening, DAKS will reveal the AW15/16 men’s collection to purchase in the store. The store opening will act as a platform to launch the ‘DAKS Club’, offering information on membership through the in store iPads. Attendees will be encouraged to ‘Ask staff about the DAKS club’, retaining exclusivity for the club instead of offering consumers the information through printed literature. Although the Jermyn Street store has been redesigned first to avoid disruption to the brand’s sales, the Old Bond Street Store would also be redesigned in a similar style in the following year. The Old Bond Street store struggles to work as both a men’s and a women’s store, and could benefit from becoming more feminine and concentrating on the women’s side of the brand, leaving the menswear to Jermyn Street.

F IG. 2 9 J o n g , 2014.

4 . S TRATE GY: CA MPAI G N TACT I CS

CREATE THE ‘DAKS CLUB’ Men over the age of 18 will be able to sign up to the club through in store IPads, providing they can produce a receipt from a DAKS purchase from the last 12 months. The receipt does not necessarily have to be from the DAKS store, but must state the brand name on the receipt. The club will be limited to 1,000 members on a first come, first serve basis to retain the club’s exclusivity. Members are required to attend at least one event a year in order to retain their membership, this will discourage inactive members and allow space for new members who are able to attend events. Members who are granted tickets but are unable to attend risk losing their membership if they do not cancel their tickets with 2 weeks notice to allow another member to attend in their place. A page on DAKS’ website will offer some details on the DAKS Club, explaining how to become a member. Events are all guest list only and tickets for events are administered on a first come, first serve basis. Members will be invited via email 1 month beforehand and are required to request tickets for themselves and an optional guest at least a week before the event. DAKS Club members have only secured a place on the guest list when they are notified by email. DAKS Club events will be held quarterly, offering a range of brand appropriate talks and activities, either held at the store itself or occasionally off premises where applicable. This will allow DAKS to draw from its rich history of holding regular events, inviting influential figures in Sport to discuss their careers and offer advice could be one way of reassociating DAKS with its sporting past. Gin tastings, suiting events and private concerts will help to build the brand’s image as being culturally relevant. The first event will be called ‘What a suit says about a man’, which journalists will also be invited to. The talk will take place in the DAKS store, with the bar opening to serve drinks to guests. For this reason, security will be hired to ensure that nothing gets out of hand.

M e n s w e a r Sty l e, 2012.

4 . S TRATE GY: CA MPAI G N TACT I CS

By collaborating with GQ on the event, DAKS can secure coverage in a reputable, high end British men’s magazine. GQ will also add legitimacy to the event, securing DAKS as a notable fashion brand. Here, a tailoring expert will talk members through the traditional connotations of the different styles of suits/tuxedos. For example, offering advice on what certain colours of suit may say to an employer, when it is appropriate to wear a bow tie, and what black/white tie actually means. This will be demonstrated using a selection of suits and artefacts from the DAKS archives as well as the present collections. Attendees will be encouraged to use carefully selected hashtags such as #DAKSClub when mentioning the event on social media, to allow coverage and reach of the event to be easily monitored. A Jazz saxaphonist will be in attendance to provide a fun atmosphere for guests. An official production team will be in attendance to take images of the event, as well as enough film to compose a 1 minute film (including interviews from attendees) to use for promotional material for the club. To retain exclusivity, the video will be shared amongst members only, encouraging members to become involved in the events. An extended version of the film, without the interviews, will be shown in store for a month, displayed as a projection on the white walls. A blog post detailing the event will be added to the blog on DAKS’ website after each event. A press release to print press will be released, detailing the success of the event, explaining the concept of the DAKS Club and offering information for the next event in 3 months time. The Club has the opportunity to be adapted and expanded according to the event’s successes. Possibly opening a space dedicated to the DAKS club in the next 5 - 10 years, as a way of showcasing all the brand has to offer.

2014/15 Calendar

September 2014

October 2014

November 2014

December 2014

Fashion Shows

January 2015

February 2015

March 2015

6th-8th (approx) LC:M AW15/16 Launch full collection during LC:M in private presentation.

Sell Ins (Press)

Reveal to the press via a press release that Filippo Scuffi will be leaving DAKS and that he will be replaced with a British designer for the upcoming AW15/16 show.

SS15 Collection Sell in for March ’15 Issues through press releases accompanied by phone pitches to key publications. This is the last collection designed by Filippo Scuffi for DAKS. Reveal to the press via a press release that DAKS will show in London in January instead of Milan.

Invitations to the press day are sent to press and selected bloggers via email to invite them to attend.

Invitations for the LC:M Presentation will be sent to press.

SS15 Press Day

Interviews with the designer post show will be phone pitched to high end magazines for spring issues.

Press release is sent out to print press announcing the closure of the Jermyn Street store for redesign in the middle of February. Online Media

The news of a new creative director will be announced across DAKS’ social media channels.

The ‘designers’ section of DAKS’ website will be updated to include information on the new designer.

The news of the new location for DAKS’ presentation will be shared across the brand’s social media channels and on its blog.

A Press release is se print publications de the DAKS Club and event in June. Regular posts on social media with ‘behind the scenes’ images of the new collection to build anticipation.

DAKS will tweet 2-3 times every 30 minutes during the presentation, and instragram once every 30 minutes.

Those attending the press day are encouraged to share images on social media using #DAKSPressDay.

A 1 minute video of the presentation will be sent to email subscribers and posted on DAKS’ blog 2 days after the presentation.

DAKS will share images from the press day on their own social media platforms, reposting images from recognisable attendees such as magazine editors. A small selection of images and a brief overview of the press day will be added to DAKS’ official blog on the website. DAKS announces the closure of the Jermyn Street store through its own social media platforms. Press release is sent out to online press announcing the closure of Jermyn street in the middle of the following month.

In Store

(over the month) SS15 available in stores

Jermyn Street store in mid-February for 1 weeks of renovation

Email blast for valentine’s day uses archived adverts to demonstrate that men must ‘dress the part to get the girl’. Offering a suggestion of suits suitable for dinner.

Email blast for St. Da day suggests DAKS in Prince of Wales ch celebrate the day.

For St. Patrick’s day, email blast will highli pieces from the colle different shades of G

DAKS Club Events

Email Blasts to consumers.

Back to school or back to work, there’s never been a better time to own a custom DAKS suit’ email blast encourages consumers to use DAKS’ bespoke tailoring service.

Email blasts recommend heavy woollen jumpers and scarves/hats for Autumn excursions and advises on alternative places to go for halloween.

Email blast for Remembrance day, suggesting heavy coats in red, white and blue to wear to see the parade, as well as any union jack printed apparel from the collection. Also offer details on where to see the parade in London.

Email blasts throughout the month offering ‘gift ideas’ of DAKS products.

Email blast for St. Andrew’s day, giving synopsis of DAKS’ relationship with Scotland. Blast will highlight products manufactured in Scotland.

Email blast to wish customers ‘Merry Christmas’ and offer details about the DAKS sale.

Email blast at the beginning of the month announces the closure of DAKS’ Jermyn Street store for redesign. The blast lets consumers know that the SS15 collection will still be available to buy from the Old Bond Street store.

Email blast to suggest garments suitable for New Years from the sale as well as offering some suggestions on alternative ways to spend the evening/ day.

Email blast announces DAKS’ SS15 collection will now be available in stores.

Happy New Year email blast, telling consumers to keep an eye on social media to get a glimpse of the new collection from LC:M.

4 . S T R AT E G Y: 12 MONTH MEDIA PLAN February 2015

March 2015

April 2015

May 2015

June 2015

July 2015

August 2015

15th-17th (approx) LC:M SS16 DAKS will show the new collection during a runway show on the viewing platform of the Shard, E1. SS15 Press Day

AW15 Collection Sell in for September Issues through press releases and phone pitching to key publications. The first collection designed by the new British designer.

Invitations to the press day are sent to press and selected bloggers via email to invite them to attend.

Christmas Press Day AW15/16

The DAKS Club’s first event will be promoted across the brand’s social media platforms.

Those attending the press day are encouraged to share images on social media using #DAKSPressDay.

Details of the DAKS Club and how to apply are added to the brand’s website.

DAKS will share images from the press day on their own social media platforms, reposting images from recognisable attendees such as magazine editors.

Invitations for the SS16 show are sent out to press and buyers. They are printed on DAKS sunglasses. A Press release is sent to print publications detailing the DAKS Club and the first event in June. Those attending the press day are encouraged to share images on social media using #DAKSPressDay.

Selected press are invited to join the DAKS members at the first Club event.

Run competition to win a pair of tickets for SS16 show at LC:M both online and through ipads available in store.

Announce winner of tickets who will be invited to guest blog about their experience on the DAKS blog.

A small selection of images and a brief overview of the press day will be added to DAKS’ official blog on the website.

DAKS announces the closure of the Jermyn Street store through its own social media platforms.

Images from the DAKS Club event are shared on social media.

Press release is sent out to online press announcing the closure of Jermyn street in the middle of the following month. (over the month) SS15 available in stores

Jermyn Street store closes in mid-February for 10 weeks of renovation.

Jermyn Street store is closed for renovation.

Jermyn Street store reopens to debut the AW15/16 collection.

An extended version of the film produced at the DAKS club event will be shown in store, projected on the wall.

Live stream of DAKS’ SS14 show is projected on the wall of the store. The video is then polished and shown in store for the rest of the month.

Email blast for valentine’s day uses archived adverts to demonstrate that men must ‘dress the part to get the girl’. Offering a suggestion of suits suitable for dinner.

Email blast for St. David’s day suggests DAKS options in Prince of Wales check to celebrate the day.

Email blast for Easter will recommend colourful looks and a selection of things to do in London.

For St. Patrick’s day, an email blast will highlight pieces from the collection in different shades of Green.

St. George’s Day email blast will highlight a selection of the garments which are made in England. The email will also suggest some of the best places to celebrate the day in London.

Email blast announces DAKS’ SS15 collection will now be available in stores.

Email blast announces store reopening and the launch of the new collection in store.

Friday 19th: First Daks Club event. A suiting event for members and selected press only.

Details from the DAKS Club event are emailed to members of the club, including images from the event and a short film produced of the night.

Email is sent to club members with details of the next event to be held in September.

What better gift for father’s day than a DAKS suit’ email blast for father’s day, encouraging consumers to buy DAKS as a gift. Blast will also tell the story of Simeon and Alec Simpson, the father and son founders of DAKS who together built the brand.

Email blast pushes summer styles for people going on holiday soon.

More information on holiday styles, as well as ideas of places to go for long weekend for those consumers who are unable to get long periods off work.

Customers are encouraged to watch the live feed of DAKS’ SS14 show either in store or via a link to their website.

Email blast includes some images from the SS16 catwalk show and a link to watch the full show on DAKS’ website.

5. RESOURCES: BUDGET

5 . RE S OURCE S : BUDG E T

Scout venues

Draw up Invite List Send Invites to Printers

Book Venue Search for Barman

Search for Caterer

Approve design from Graphic team

Book Caterer

Hire Barman

Recieve Invites

Approve Catering Menu

Mail out Invites Select decorations and flowers and arrange delivery Confirm Event location on social media

Flowers are delivered

Set up decorations at venue

Regular tweets chart set up and presentation

Plan room arrangement

Select furniture

Send out press release announcing DAKS will show in London Book Furniture

Arrange Model Casting

Attend Model Casting

Book Hair and Make up Team

Hair and Make up test with models

Finalise Models

1st Oct 8th Oct 15th Oct 22th Oct 29th Oct 5th Nov 12th Nov 19th Nov 26th Nov 3rd Dec 10th Dec 17th Dec 31st Dec 7th Jan

Alert Graphic Designers to design invites

5. RESOURCES: C R I T I C A L PAT H A N A LY S I S

P re pa ra tio n fo r D A K S â&#x20AC;&#x2122; f irst London Collect ions, Oc to b er 2 0 1 4 t o January 2015

Hire Speaker

Source Caterer

Source Musician

Approve Menu

Hire Musician

Hire Caterer

Prepare printed material for event

Source Barman

Send to Printers

Hire Barman Club is promoted on social media

Public Guests are selected and informed by email

Collect from Printers

Public invited to apply for the guestlist

Set up for Event

Open DAKS Archives

Select Garments for Presentation

Begin Media guestlist

Media guestlist finalised

Select staff for event

Key media figures invited to event

Brief Staff

20th Mar 27th Mar 3rd Apr 10th Apr 17th Apr 24th Apr 1st May 8th May 15th May22nd May 29th May 5th Jun 12th Jun 19th Jun

Research tailoring historians/ specialists

Press release is sent to print publications re: club

4. RE S OURCE S : CRIT I CAL PAT H ANALY S I S

Prep ara tio n fo r th e f irst DAKS Club Event , Marc h to June 2015

5. RESOURCES: PRESS RELEASES

For Immediate Release- 10/11/2014 DAKS IS RETURNING TO LONDON

! !

British Heritage Brand DAKS will Present its AW15/16 Collection at London Collections: Men.

DAKS’ AW14/15 Collection

After four years of showing abroad DAKS will show its AW15/16 menswear collection during London Collections: Men in January 2015. DAKS has shown its menswear collections in Milan since the SS13 season, gaining international acclaim. However, the move is in line with the new British Creative Director appointed last month and will ensure the brand’s continuing ‘Britishness’ into the future. The new creative director says “the move was only a matter of time, London Collections will be the best place for DAKS to show its collections, in the city which inspired them”. The new collection continues to seamlessly combine the brand’s heritage look with a modern, forward thinking edge.

DAKS is a British Heritage brand founded in 1894 and now owned by Sankyo Seiko Ltd Japan. Oﬀering superior craftsmanship and unmatched customer service, the brand continues to be worthy of its three Royal Warrants. Any customer will tell you that “One Look Tells You its DAKS”.

For more information and high resolution images or to request tickets to the presentation, please contact f.ulanoﬀ@dakspress.com or call 0207 345 7623.

4. RE S OURCE S : P RE S S RE L E AS E S

For Immediate Release- 02/03/2015 INTRODUCING THE DAKS CLUB

! !

DAKS reveals a new quarterly gentleman’s club providing events for loyal customers.

Inside DAKS’ Jermyn Street Store

DAKS has introduced a new collective for its loyal consumer to attend a range of events both in and out of the store arranged by the brand. Events will range from Gin Tastings to Q&As with favourite athletes. The first event will be in June 2015 when the Jermyn Street store reopens, catering for the club with a newly installed bar which will be fully stocked and staﬀed during in store events. The UK Project Manager Stephen Hockaday says “Its such an amazing opportunity to show our customers what the DAKS brand really means, creating a superior experience for our consumers is a key goal of the brand, and what better way than through a club”. DAKS’ father store ‘Simpsons of Piccadilly’ famously opened its own ‘Simpsons Club’ to oﬃcers passing though London during WWII and the DAKS Club promises to make equally exciting stories in 2015. The first event will be ‘What a Suit Says About a Man’, guided by tailoring historian John Clarence who will talk guest through the original connotations of a man’s suit, from what ‘white tie’ actually means to what occasions to wear a bow tie. All demonstrated using DAKS present and archive collections.

For more information and high resolution images please contact Francesca Ulanoﬀ at f.ulanoﬀ@dakspress.com or call 0207 345 7623.

6 . E VA L U AT I O N

The Strategy was implemented very effectively, achieving a wide range of press throughout the year, with some already scheduled for beyond the 12 month period. Three magazines published interviews with the new British designer- British GQ, Drapers and FT How to Spend It- creating a huge buzz for the brand and increasing the number of Google searches for DAKS by 22% since the previous year. This shows that more consumers are interested in the brand and are actively choosing to find out more about it on the internet. In addition to the coverage received regarding the new appointment, reports of DAKS’ move to the UK for LC:M were greatly acclaimed by British press, achieving over 30 mentions in online UK press during January 2015. Follow up trend reports and catwalk reviews resulted in 20 pieces of print UK press in March issues, and an average of 11 pieces of printed pieces of press each month. DAKS drastically increased the number of blog posts it usually inspires, with at least 10 posts during LC:M months and an average of 5 posts every 2 months outside of this time. This shows that journalists now consider the brand ‘worth talking about’, thus influencing their readers. The DAKS Club event was featured in 5 blogs during the month of the first event, with articles speaking positively about the proceedings with anticipation for the next meeting. In Conclusion, DAKS’ image towards the UK public has improved dramatically, with more consumers and potential consumers choosing now being aware of the brand through the increase in press. The new store design has created a new, more modern look for the brand, which consumers are embracing- seeing the brand as more forward thinking and modern, no longer stuck in the past.

7 . B I B L I O G R A P H Y: REFERENCES

Amazing Space (2014) Ven-220. [Online] Available at: <http:// www.amazingspace.co.uk/location/1728/ven-220.html> [Accessed 13 May 2014]. BBC (2013) News Asia: Bangladesh Tazreen factory fire: Police charge owners [Online] Available at: <http://www.bbc.co.uk/news/worldasia-25483685> [Accessed 01 May 2014]. British Fashion Council (2014) London Collections: Men: Designers A-Z [Online] Available at: <http://www.londoncollections.co.uk/designers. aspx> [Accessed 29 April 2014]. DAKS (2014a) The Brand: Designer Profiles [Online] Available at: <http:// www.daks.com/products/the-brand/designer-profiles.aspx> [Accessed 29 April 2014]. DAKS (2014b) The Brand: The Story [Online] Available at: <http://www. daks.com/products/the-brand/the-story.aspx> [Accessed 29 April 2014]. DuFault, A. (2013) The Guardian: Fashion: do we care more about animal rights than the environment? [Online] Available at: <http://www. theguardian.com/sustainable-business/sustainable-fashion-blog/ fashion-animal-rights-care-environment> [Accessed 01 May 2014]. Fashion Revolution (2014) Fashion Revolution: Who Made Your Clothes? [Online] Available at: <http://fashionrevolution.org> [Accessed 01 May 2014]. Holland, J. (2012) A Little Piece of Britain. Luxury Magazine. [Online] Available at: <http://jessholland.co.uk/2012/11/26/christopher-bailey-interviewluxury/> [Accessed 13 May 2014]. The Lawyer (2012) DAKS GC: Style Counsel [Online] Available at: <http:// www.thelawyer.com/in-house/in-house-interview/daks-gc-stylecounsel/1012262.article> [Accessed 01 May 2014].

McCaskill, S. (2014) TechWeek europe: Tablets Boost UK Internet Use But Most Apps Are Never Used [Online] Available at: <http://www. techweekeurope.co.uk/news/tablets-ofcom-internet-use-144749> [Accessed 01 May 2014]. Menswear Style (2012) What does your suit say about you. [Website] Available at: <http://www.menswearstyle.co.uk/2012/09/24/what-does-your-suit-sayabout-you/168> [Accessed 13 May 2014]. Net-A-Porter (2013) Net-A-Porter [Website] Available at: <http://www. net-a-porter.com> [Accessed 19 November 2013]. ONS (Office for National Statistics) (2014a) Statistical Bulletin: Life Expectancy at Birth and at Age 65 by Local Areas in the United Kingdom, 2006-08 to 2010-12 [Online] Available at: <http://www.ons.gov.uk/ons/ dcp171778_360047.pdf> [Accessed 01 May 2014]. ONS (Office for National Statistics) (2014b) Statistical Bulletin: Migration Statistics Quarterly Report, February 2014 [Online] Available at: <http:// www.ons.gov.uk/ons/dcp171778_352080.pdf> [Accessed 01 May 2014]. ONS (Office for National Statistics) (2014c) Statistical Bulletin: Retail Sales, March 2014 [Online] Available at: <http://www.ons.gov.uk/ons/ dcp171778_361212.pdf> [Accessed 01 May 2014]. Sankyo Seiko Ltd (2014) Sankyo Seiko Group [Online] Available at: <http:// www.sankyoseiko.co.jp> [Accessed 29 April 2014]. Sender, T. (2014a) Menswear moves out from the shadow of womenswear 28th January 2014 [Online Journal] Available at: <http://academic.mintel. com/display/693992/> [Accessed 29 April 2014]. Sender, T. (2014b) Menswear - UK - March 2014: The Consumer - Where Do Men Buy Clothes? [Online Journal] Available at: <http://academic. mintel.com/display/699444/> [Accessed 29 April 2014]. The Shard (2014) The View from The Shard. [Website] Available at: <http:// the-shard.com/the-view-from-the-shard> [Accessed 13 May 2014].

7. BIBLIOGRAP HY: RE F E RE NCE S

Silvine (2014) Catalogue: Elasticated Pocket Notebooks. Silvine. [Online Catalogue] Available at: <http://www.silvine.com/catalogue/duplicate> [Accessed 13 May 2014]. Thomasson, E. (2014) Reuters: Greenpeace finds waterway pollutants in luxury fashion brands [Online] Available at: <http://www.reuters.com/ article/2014/02/17/us-fashion-greenpeace-idUSBREA1G16W20140217> [Accessed 01 May 2014]. Walker, J. (2012) WSJ.D: Tech: Digits: A Look at How People Use Mobile Apps [Online] Available at: <http://blogs.wsj.com/digits/2012/06/26/alook-at-how-people-use-mobile-apps/ > [Accessed 01 May 2014].

7 . B I B L I O G R A P H Y: FIGURES [Fig. 1] Williams, G. (2013) Leah and Paul Weller for DAKS by Grey Williams 2 [Online Image] Available at: <http://gregwilliams.com/photos/ leah-and-paul-weller-for-daks-by-greg-williams-2/ #PhotoSwipe1399819915669> [Accessed 11 May 2014]. [Fig. 2] Kirby, S. (2007) The Art Deco staircase in Waterstones Piccadillyformerly Simpsons. Flickr [Online Image] Available at: <https://www.flickr. com/photos/20983504@N03/2057489373/in/set-72157603283492960> [Accessed 11 May 2014]. [Fig. 3] Stefan the Cameraman (2010) Simpsons of Piccadilly. Flickr [Online Image] Available at: <https://www.flickr.com/photos/ stefansgallery/5195941630/in/set-72157628737003223> [Accessed 11 May 2014]. [Fig. 4] Design Archives (2012) The Club Room, Simpson (Piccadilly) (1936). Flickr [Online Image] Available at: <https://www.flickr.com/ photos/35368374@N04/7165594103/in/set-72157630078814186/> [Accessed 11 May 2014]. [Fig. 5] DAKS London (2014) DAKS: Home [Online Image] Available at: <https://www.daks.com/> [Accessed 11 May 2014]. [Fig. 6] style.com/ (2014) Daks Fall 2014 Ready-to-Wear Collection: Look 42: Filippo Scuffi [Online Image] Available at: <http://www.style.com/ fashionshows/complete/F2014RTW-DAKSS> [Accessed 11 May 2014]. [Fig. 7] Carvell, N. (2012) Checking out Londonâ&#x20AC;&#x2122;s new Daks store. British GQ [Online Image] Available at: <http://www.gq-magazine.co.uk/style/ articles/2012-10/08/daks-new-mens-store-jermyn-street-london/ viewgallery/2> [Accessed 11 May 2014]. [Fig. 8] Davenport, R. (2012) Mademoiselle Robot: Life and Style through the eyes of a thirty-something Parisian in London: My #FNO with DAKS [Blog Image] Available at: <http://www.mademoisellerobot.com/2012/09/ DAKS-London.html> [Accessed 11 May 2014]. [Fig. 9] Deasy-Smith, M. (2012) La ChicFantastique: Day 2: DAKS London [Blog Image] Available at: <http://chicfantastique.wordpress. com/2012/09/15/day-2-daks-london/> [Accessed 11 May 2014]. 81

[Fig. 10] Fashion Revolution (2014) Interview with Orsola de Castro, co-founder of Fashion Revolution Day [Website Image] Available at: <http:// fashionrevolution.org/interview-with-orsola-de-castro-co-founder-of-f ashion-revolution-day/> [Accessed 11 May 2014]. [Fig. 11] peta2flickr (2008) Manchester Burberry Demo. Flickr [Online Image] Available at: <http://www.flickr.com/photos/ peta2flickr/2459129805/> [Accessed 11 May 2014]. [Fig. 12] DAKS London (2014) SS14 Menswear Collection [Website Image] Available at: <http://www.daks.com/products/collections/ss14menswear-collection.aspx> [Accessed 11 May 2014]. [Fig. 13] Hoff, M. (1959) DAKS Simpson ‘It’s a DAKS world’ advertisement featured in Punch. DAKS: The Story [Website Image] Available at: <http:// www.daks.com/products/the-brand/the-story.aspx> [Accessed 11 May 2014]. [Fig. 14] Hoff, M. (1963) DAKS Simpson ‘It’s a DAKS world’ advertisement featured in Punch. DAKS: The Story [Website Image] Available at: <http:// www.daks.com/products/the-brand/the-story.aspx> [Accessed 11 May 2014]. [Fig. 15] Hoff, M. (1960) BP128 - DAKS Simpson, Menswear, 1960s. Vinmag [Website Image] Available at: <http://www.vinmag.com/online/ prodshow/BP128___Daks_Simpson__Menswear__1960s__30x40cm_Art_ Print_/BP128-daks-menswear-1960.html> [Accessed 11 May 2014]. [Fig. 16] Barby, M. (2013) Getting a Tailored Suit in Thailand - How Do They Measure Up? Melted Stories [Blog Image] Available at: <http://www. meltedstories.com/getting-a-tailored-suit-in-thailand-how-do-theymeasure-up/> [Accessed 11 May 2014]. [Fig. 17] Citymapper Limited (2013) Citymapper- London & NYC Android Apps and Tests. Android Pit [Website Image] Available at: <http:// fs02.androidpit.info/ass/48/05/12314805-1387805911972.jpg> [Accessed 11 May 2014].

7 . BIBLIOGRAP HY: F I G URE S

[Fig. 18] Washington, Q. D. (2014) Backstage Pass: Carlos Campos Fall 2014 [Website Image] Available at: <http://www.avenueswank.com/2014/02/ backstage-pass-carlos-campos-fall-2014/> [Accessed 11 May 2014]. [Fig. 19] Collins, L. (2010) DAKS S/S 11. models.com [Online Image] Available at: <http://models.com/work/daks-daks-ss-11-1> [Accessed 11 May 2014]. [Fig. 20] Garjito, D. (2014) Wow Ternyata The Shard London Mempunyai Kembaran! Wisata Eropa [Online Image] Available at: <http://eropa. panduanwisata.com/inggris/tentang-inggris/wow-ternyata-shardlondon-mempunyai-kembaran/> [Accessed 13 May 2014]. [Fig. 21] Jones, S. (2013) It’s all about The View. Oh, the places we will go! [Blog Image] Available at: <http://www.selenatheplaces.com/2013/06/The. View.from.the.Shard.html> [Accessed 13 May 2014]. [Fig. 22] Love is Speed (2013) Thad Hayes Combines Two Historic Boston Houses Into One Grand Family Home… [Blog Image] Available at: <http:// loveisspeed.blogspot.co.uk/2013/10/thad-hayes-combines-two-historicboston.html> [Accessed 13 May 2014]. [Fig. 23] Retail Design Blog (2011) Ralph Lauren Mansion, Saint-Germain. Retail Design Blog [Blog Image] Available at: <http://retaildesignblog. net/2011/11/12/ralph-lauren-mansion-saint-germain/> [Accessed 13 May 2014]. [Fig. 24] Merrell, J. (2012) Return to Splendour: The Modern Interior of an 1840s London town House. The Telegraph [Website Image] Available at: <http://www.telegraph.co.uk/property/9609265/Return-to-splendour-themodern-interior-of-an-1840s-London-town-house.html> [Accessed 13 May 2014]. [Fig. 25] Love is Speed (2012) Contemporary London Hyde Park Townhouse… [Blog Image] Available at: <http://loveisspeed.blogspot. co.uk/2012/06/contemporary-london-hyde-park-townhouse.html> [Accessed 13 May 2014].

[Fig. 26] Love is Speed (2013) Thad Hayes Combines Two Historic Boston Houses Into One Grand Family Homeâ&#x20AC;Ś [Blog Image] Available at: <http:// loveisspeed.blogspot.co.uk/2013/10/thad-hayes-combines-two-historicboston.html> [Accessed 13 May 2014]. [Fig. 27] Jackson-Stops (2013) Jackson Stops Latest News: The Thrill of the Mill. [Website Image] Available at: <http://www.jackson-stops.co.uk/ latest-news/tag/houses/> [Accessed 13 May 2014]. [Fig. 28] Davies, K. (2011) 112, Jermyn Street. [Blog Image] Available at: <http://katedaviesdesigns.com/2011/04/29/112-jermyn-street/> [Accessed 13 May 2014]. [Fig. 29] Jong, U. (2014) London Collections: Chester Barrie. OutThere Magazine [Website Image] Available at: <http://www.outtheremagazine. com/style/london-collections-chester-barrie/#sthash.5f6lXMN9.dpbs> [Accessed 13 May 2014].