PR PITCH DOCUM E N T
CREDENTIALS Anorak London is the UK’s leading PR company specialising in music, brands, festivals and events. Born in 2003, Anorak has divisions in national press, national radio, digital pr and creative social media. We have a 20 person team and have won numerous awards for our work. Current brands that we manage are Brands Black Eyewear / Curated by Lyle and Scott / Channel 4 / XO / Black Market Headphones / HUB Footwear / Kitsuné X Pernod Absinthe / Kitsuné Maison / LEON We are looking to extend our fashion cliental. Personally I have developed a personal adoration for this brand and have every belief that it has all the foundations to be an extremely successful and lucrative venture for its founders. I think there are many opportunities waiting to be handed to a brand such as this one with the design and business model that are not being linked up by the brand current PR representation.
AMELIA CURWEN
T H E BRAND
The brand are a very new label, only forming in January 2012, despite the french name (translating to ‘House end of Season’). There is very little being done so far to publicise this brand and the clothes are extremely beautiful, we believed that they have a LOT of potential, so coming up with a campaign for them seemed an appealing prospect.
“
THE LABEL INCORPORATES AND PROPAGATES THE DUO’S IMPRESSIONS ON SENSE PHILOSOPHIES, MACARONIC DIALOGUE AND BLACK FILM WHICH FALL TOGETHER AND CREATE AN EQUILIBRIUM OF SUGGESTIVE CREATIONS.
”
NOW
Right now, Maison Fin De Saison is a fresh new brand in the early stages of establishing its self as a creator of philosophical ideas combined with classical style, with a unique dark black graphical edge. Currently there is not too much awareness of the brand in the British media and this something that I wish to change. The clothes are beautiful enough to speak for themselves so the predicament is just raising awareness and gaining publicity through advertising and connecting with the right editors. The use of fashion film is an intelligent stratedgy, not only does this provide an initial brand identity to the new brand, it is also one of the hottest and cheapest outlets to get the mnessgae out there to mass markets about the brand and new collections.
NEXT
The next hurdle for the brand is the release of the new AW 2013/14 for fashion week. This occasion will incense initial press surrounding most brands that show or exhibit during this period. The objective I want to achieve is to continue and surpass this initial buzz by hosting a duo of events during March Press Week. An interactive showing of the new AW13/14 promotional video for Maison Fin De Saison, shown in a theatre with interactive aspects. The events will take place in London and Paris to reach both cities Press and possible clients. The second reason for the event will be to stage the launch of the brands new embassador - Charlotte Gainsbourg, which should gain international press. Then following this a 6 month advertisement campaign to heavily promote the brand.
The efit
whole the
PR campaign brand in
will many
benways:
• A showcase for the stunning fashion film produced by the brand and a chance for the press to see the footage and get a feel for the ethos of the brand • A good way to make connections with journalists and create a media buzz surrounding the brand. • A further opportunity for buyers to see the collection and gain a whole brand perspective of the ideal of Maison Fin De Saison. • A high profile person such as Charlotte Gainsbourg whom represents so many of the same qualities as the brand will propel MFDS into the spotlight for all the right reasons. • Aesthetically using Charlotte as a model to front an ad campaign will be a successful stand out relationship and her look lends itself beautiful to the aesthetic of the brand.
FORWARD THINKI N G
S W
S • The brand has a strong ethos. • Knows there direction and is developing high quality fashion film. • Strong design aeshthetic • Well conducted website • Wearable and sellable clothes
• Social media requires more attention • Not enough of a buzz for an emerging designer • Not enough promotional work
W
A N A L Y
O
Y S I S
T • Opportunities within the press to gain magazine coverage with the right PR campaign • Reach out to more buyers through the scheme • Increase sales and profit
• Tough economic climate • Lots of competition
O T
TARGET C O N SUMER Maison Fin De Saison are a luxury brand which instantly propels them into the luxury brand market. So firstly there target audience would be someone of considerable wealth, with a reasonable interest in fashion. Although I can imagine, that because the clothes are so understated and wearable, yet do have an air of opulence bout them, that many women who attend important events with high power jobs outside of fashion would be interested in the brand. I think they want to be considered as a brand that offers a special timeless piece as oppose to being ‘fad’ like. This may deter a very young audience. I think buyers of there clothes would similarly shop at Parisian labels for occasion wear such as Margiela, although I don’t think this brand is quite as cutting edge. Demographic would probably be Women aged between 2545, with proffessional high earning job, she is interested in the Arts and fashion but perhaps working in a different sector of buisness.She will buy monthly glossy magazinesand attend gallerys and exhibitions.
TARGET PRESS Maison Fin De Saisons brand, ethos envelopes the philosophical and artistic and couples them together, with this in mind and the brands history with media, the kind of magazines that Maison Fin De Saison would thrive the most from having features, interviews, advertisments and maybe collaborations with would be a luxury magazine that has a intelligent articles that caters to the working proffessional woman. With the wearable aspect of there catwalk clothes appealing the readers of magazines such as Elle and Vogue. A magazine that focuses on the Arts and Culture would also be a good place to gain publicity. Parisian style or French publications would be equally suitable for them to work with. In keeping with their monochromatic style. Such as (magazines and online journals); Schon, Pas An Autre, Untitled, LadyGunn, Idol, not just a label, Fault. They would also be suited to working with more unconventional ways of interviewing, such as radio or televsion. They would also be suited to working with smaller Art Galleries and being posted in their journals or newsletters.
LOCATIONS For the film screening and showcase, I have located two possible venues that would work brilliantly for the function one in Paris and one in London.
INSIDE LA PAGODE
The London venue will be Gallery 8 of the Whitechapel gallery. I have chosen this venue as I feel it has the appropriate feel, it holds exhibitions that the designers themselves would like to be associated with. Gallery A where it would be held is big enough for the guests to be comfortable but also for the interactive display of garments.
LA PAGODE EST UN CINÉMA One of the most beautiful theatres in Paris. This is the proposed location to stage the film showing. The aesthetic on its exterior and interior speaks a million words for the brands working ethos. It hosts many independant film showings. La Pagode is considered by locals as an architectural extravaganza of Paris. One doesn’t expect to find an exotic building in an area where the Haussmanian facade is the norm. Nestled in a quiet street, this dance-hall turned movie theater is an antique Japanese pagoda built in 1896 as a gift from Monsieur Morin, owner of Le Bon Marché department store to his wife. It was then saved from demolition in the 1970s. With two well-decorated movie theaters, the spectator can easily get distracted by the paintings, gilts, tapestries, stained-glass windows and chandeliers, especially in the exuberant “Japanese room”. La Pagode is also one the few temples of independent cinema in Paris featuring films in original version from directors such as Kusturica, Manoel de Oliveira or Ken Loach. It is highly recommended to come earlier for a tea in the tiny oriental garden.
E V E N T S P E CIFICS
LONDON WHITECHAPEL GALLERY 8 MARCH 2013 (EXACT DATE TBC) Doors will open at 6.30, with the showing at 7. As the guests arrive, the gallery space will be dimly lit, with spotlights on the bar and on areas of the room for guests to stand. Models wearing the collection will be stood in a line against the a wall, with a spotlight on them. The beginning of the film will start with an abstract noise, at which the models all turn to face one way, file off and move to their own designated spot in the gallery. Each model will stand in her spot for the entirety of the film. The film will begin to show, projected onto the wall. This will run for between 2.30-4 minutes. When this has finished, the designers Gigi and Jas Karan, and Charlotte Gainsbourg will stand where the models once were and will do a reading from a piece of literature or philosophy that has inspired the collection. After they have read and addressed the crowd, the lights will become brighter and waiters will appear with canapes. Music will start from the other side of the room as the Misshapes begin to play. The event will be live streamed onto Maison Fin De Saison’s website and blog as well, onto Vogue UK and Vogue Paris websites and onto our Anorak PR events page. This is fantastic opportunity to boost Maison Fin De Saison’s brand and social networking profile.
PARIS LA PAGODE MARCH 2013 (EXACT DATE TBC) Doors will open at 6.30, upon arrival guests will be handed a programme of the running order and what they will see. There will be an introduction by the designers, Gigi and Jas Karan, with the showing at 7.30. As the guests arrive, and be shown to there seats by an usher.The screening will start witha roll of there previous films re-edited to appear new. The new promotional film will start and run through, then a lookbook of all the pieces from the catwalk will be shown individualy. The next piece of footage will be a backstage filming of the Charlotte Gainsbourg shoot that will be edited in the style of the Maison Fin De Saison films. Finally the imagery for the campaign will be shown. This will last around half an hour. Following this the guests will be taken into the foye and drinks will be served. This will give any buyers or press a chance to mingle and speak to the designers. This is another wonderful opportunity for Press and a chance for the real depth of what Maison Fin De Saison is about, as well as extending to a different colloction of Press.
CHARLOTTE GAINSBOURG She represents in many ways the same ethos as the brand. Her past and heritage are shrouded in intrigue and historical presence. As well as her impressive career as an actress and a musician. When I see Maison fin de Saison’s clothes she is who I immediately think of. This image would not look at all out of place amongst there inspiration images on facebook and there blog.
Charlotte Gainsbourg is an Anglo-French born actress, singer and model. Her parents are musician Serge Gainsbourg and model Jane Birkin. She is a high profile figure, winning best actress in 2009 at Cannes film festival and has fronted major fashion campaigns before such as Balenciaga, she would gain copious amounts of press attention. The campaign involving her would be one based on a photoshoot for the new season, as well as gifting her garments from the new collection - as she is so high profile with 2 films due to be released 2013, she will be attending many of the most important events in the celebrity calender. She would also attend the brands events as the new face of Maison Fin De Saison. For the London based event there is scope for her to perform her music, creating even more of a buzz. Charlotte is a client of Anorak, she is an excellent person to work with and would be a wise investment for the future of this brand.
CAMPAIGN
This campaign is arranged to propel MFDS into the limelight and provide success with longevity, in order to achieve this, a lot of hard work will be put in on our part to ensure the results. We will prioritise this campaign and be a constant presence throughout the contracted time. In terms of material resources between £12-20,000, depending on whether the full scheme is set into motion will cover all costs of the campaign for this time. BUDGET BREAKDOWN VENUE £3500/£1500 DRINKS £2000 CHARLOTTE £8000 MODELS £1000 INVITATIONS £200 PR FEES £4000 ADVERTISING £2000
BUDGET
Another part of the six month scheme would be to eradicate part of their social media because overall it appears to be slacking so we thought that if they put all there energies into one outlet they could upkeep it and promote a better, stronger, image of themselves through this one chosen media. I would suggest Twitter would be the best outlet. Instead of only posting edited images, put pictures of back stage and preproduction to boost the brand as a whole brand rather than just a finished product.
S M P F
OCIA E D I L A T O R M
L A S
K E Y MESSAGES
“ E X C L U S I V E ” “ P H I L O S O P H I C A L ” “ C L A S S I C A L ” “ U N D E R S T A T E D ” “
L
U
X
U
R
Y
”
“TRANSCENDENTAL” All these terms are aspects of the brands ethos I feel are most important and will be promoted throughout the campaign and event.
S
P
E
C
I
F
I
C
This plan is specifically developed with the brand in mind across every idea presented. I feel that every precaution has been taken to ensure that the most efficient requirements have been met. The right press will be notified, the right people will be involved, the right result will be attained. It is a big plan because we believe that big things can be achieved with the foundations of Maison Fin De Saison.
M
E
A
S
U
R
A
B
L
E
The event success will be measurable literally in press inches. I am 100% sure of the success of the event. Also measurable in terms of increased amount of buyers therefore, increased profit margins. The ad campaign will be measurable by raising brand awareness. I predict that there will be an instant surge in interest on social media by as much as 1000% (the brand has 36 followers on facebook for example, we can guarantee to get at least 2000).
T
I
M
E
S
C
A
L
E
The start of this PR campaign will publicly kick of as soon as the event takes place, however with your say so behind the scenes things will start immediately - booking of venues, invitations, PR into advertising the scheme. The campaign will run the course of a season, 6 months, and in that time results will be apparent.
OBJECTIVES A
C
H
I
E
V
A
B
L
E
With the budget met, all aspects of the plan are achievable. There has been consideration into every aspect, including assessing that all venue space is available, initial talks with Charlotte have been set into motion, all that is required is the release of the collection on your part and everything else will be taken care of.
R
E
A
L
I
S
T
I
C
This is a big project, however it is definitely realistic. Again, we firmly believe in the brand capabilities. The first two months into the scheme will be the busiest and where the majority of the budget will be utilised. Then the following months will be constant pushing of the clothes in the press and into the right public eye.
F I N A L L Y The overall goal for us to achieve for Maison Fin De Saison is a surge in national press and general mass awareness for the brand. We want to spread the message starting with the event and filtering through the levels of media to get the ethos of the brand across to the possible clientel. • Exclusive • Philosophical • Classical • Understated • Luxurious • Transcendental The strength of the event, the showcasing of the film, the running of the interactive qualities with the clothes will send a powerful message to the guests, made up of press and buyers. The whole PR campaign will benefit the brand in many ways: A showcase for the stunning fashion film produced by the brand and a chance for the press to see the footage and get a feel for the ethos of the brand A good way to make connections with journalists and create a media buzz surrounding the brand. A further opportunity for buyers to see the collection and gain a whole brand perspective of the ideal of Maison Fin De Saison. A high profile person such as Charlotte Gainsbourg, whom represents so many of the same qualities as the brand will propel MFDS into the spotlight for all the right reasons. Aesthetically using Charlottw as a model to front an ad campaign will be a successful stand out relationship and her look lends itself beautiful to the aesthetic of the brand.