Mary Katrantzou Press Pack by Grace Simmons

MARY KATRANTZOU PRESS MATERIALS

MARY KATRANTZOU

UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design

Mary Katrantzou Promotional Strategy Grace Mariea Simmons A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Media and Promotion. Module THD 1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND (10th May 2013) MARY KATRANTZOU

CONTENTS Press Schedule Overview 1.0 Press Schedule

1.1 Website Press Schedule 1.2 Store Press Schedule 1.3 Visual Calendar

6 6 6 7

Website Press Releases

Mary Katrantzou Announces Plans to Launch Website.

Mary Katrantzou Releases Twitter Campaign #MKLIVE.

Mary Katrantzou Releases Website Plans for a Luxury Channel Experience.

Mary Katrantzou Releases Mobile Application for Ipad and Mobile.

Store Press Releases

Mary Katrantzou Releases Further Plans to Launch a Store

Mary Katrantzou Releases Promotional App Maryâ&#x20AC;&#x2122;s Mind.

Mary Katrantzou Confirms AW13 Collection Release Date in E-commerce Store

Mary Katrantzou Reveals Plans for Bespoke Service Consultation Room in Upcoming Retail Floor

Mary Katrantzou Releases Limited Edition Printed Scarf in Celebration of New Luxury Flagship Store.

Mary Katrantzou Store Sneak Preview Event

New Luxury Flagship Store Launches Bespoke Promotion.

References

29 MARY KATRANTZOU

PRESS SCHEDULE OVERVIEW

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1.0 Press Schedule 1.1 Website Press Schedule Pre Website Launch Press Release Website Launch - 4th Feb 2013 MKLive Press Release- 25th March 2013/ 2nd April Bloggers Leaked Video - 1st May 2013 Website Features Press Release - 13th May 2013

Launch Day Email Invitation- 3rd June 2013

Post Website Launch Day Mobile App Press Release - 30th June 2013

1.2 Store Press Schedule Pre Store Launch Day Store Opening Press Release- 17th February 2013 Promotional App Release- 31st July 2013 Bloggers Leaked Video- 1st August 2013 Collection Release Press Release- 15th August 2013 Event Launch Invitations 2nd September 2013 Store Functions and Features Press Release- 5th September 2013 Event Launch- 15th September 2013

Launch Day Launch Day Press Release- 15th September 2013 Media Event Press Release- 16th September 2013

Post Launch Day Bespoke Competition Press Release- 17rd September 2013

1.3 Visual Calendar

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WEBSITE PRESS RELEASES

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MARY KATRANTZOU Mary Katrantzou Announces Plans to Launch Website. For Immediate Release

London, February 4th 2013- Celebrating five years of establishment, Mary Katrantzou is delighted to announce plans to launch an innovative website under the preexisting domain www.marykatrantzou.com. Subsequent to Mary Katrantzou graduating from Central Saint Martin’s College, London the house has grown from strength to strength since 2008. The designer has attained a plethora of honors including the Swiss Textile Award, the Elle Style Awards Young Emerging Talent and the UKFT Emerging Luxury Leader Award. The launch of a new website is one of the many projects the company will be embarking on after securing private investment. The website is scheduled to launch, on the 3rd June 2013 and the brand has announced that they will initiate their plans by collaborating with the augmented reality technology company Aurasma. The Head Designer Mary Katrantzou comments ‘“Aurasma’s innovation elements appeal to me, and they are a natural partner, I am extremely excited to collaborate with such an exhilarating company.’ She continued: ‘Mary Katrantzou is finally at a stage of evolution and development, where the brand can categorically communicate the signature style, personality and ethos.’

About Mary Katrantzou Mary Katrantzou is a London-based fashion designer globally recognised for her hyper-realist aesthetic, bold graphics and industrial jewellery. Her innovative style has characterised her as a ‘breakthrough’ designer of recent seasons. The designer first came into the media light in 2008 when showcasing her graduate show at Central Saint Martins, Trompe L’oeil. The collection was nominated for both the Harrods and the L’Oreal Professional Awards. Since then, the designer has received several industry accolades in recent years including winning the highly acclaimed Vogue/British Fashion Council Fashion Fund. The company has now showcased over eight collections and has become a key exhibitor in the London Fashion Week schedule. Mary Katrantzou Fall/Winter 2013 collection will be revealed as part of London Fashion Week in February 2013. -M/F-

Mary Katrantzou Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

About Aurasma Aurasma is the world’s leading augmented reality platform with over 16,000 partners operating in over 100 countries. Since 2011, the app has increased to become widely known for changing the way people see and interact with the world. The company vision is to create an augmented world, giving each object its own aura. Aurasma is available for download on iPhone and Android platforms. http://www.aurasma.com/ -Ends-

Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

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MARY KATRANTZOU Mary Katrantzou Releases Twitter Campaign #MKLIVE. Embargo 02/04/2013

London April 2nd 2013, Mary Katrantzou ignites new campaign #MKLive in the buildup to the imminent website launch. Using real time technology, the innovative landing page www.marykatrantzou.com encourages the public to become part of the launch by sending messages of inspiration, images and interactions which will feature on the transitory site. The favourite interactions from the campaign will have five opportunities to win £200 to £1000 of e-vouchers to be used on the new website. The campaign launches through social media platforms, with status updates, posts, pins, tweets and images mentioning #MKLive becoming part of the interaction with the Mary Katrantzou landing page. To celebrate the launch of the website and to involve Mary Katrantzou fans in the momentous occasion, the campaign will last for two months. -M/FMary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

The winners will be announced daily from the 27th to the 31st May 2013 before the launch on Monday 3rd June 2013. The landing page is hosted by the social media management platform, Postling, who will monitor interactions on the landing page. -Ends-

Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

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MARY KATRANTZOU Mary Katrantzou Releases Website Plans for a Luxury Channel Experience. For Immediate Release

London, May 13th 2013- Fashion designer Mary Katrantzou unveils plans to present a multi-channel luxury experience to her customers, by including editorial – style and user-generated content to the brands innovative website, launching three weeks today. The website will include a personalised e-commerce store, personal shopper recommendations from the concierge service, Mary’s Picks, a content worthy Journal and the Katrantzou Collective, a zone entirely devoted to the customer. The site will offer the SS11 mainline collection, along with the total product range of accessories and ready-to-wear. The Mary’s World section provides news and inspiration related to Mary Katrantzou, whilst Your Katrantzou celebrates the customer connection with brand. Furthermore, the website will offer a twenty-four hour live chat service through its e-commerce store, and the launch is the first step on the road to worldwide expansion. It will also offer full social media integration, portable device compatibility, along with archival access to prior videos, backstage and catwalk images. Mary Katrantzou, founder of the company says ‘The website has been in production for quite a while. It is imperative to create a website that reflects everything that Mary Katrantzou symbolises. The physical aim I want is to connect with my customers and provide a comparable experience usually only afforded in-store. The website offers individual customers an entirely different experience, recommending styles and preferences specific to their needs.’ Running currently is the #MKLive campaign, with the opportunity to win up to £1000 of e-vouchers. To enter entrants need to use social media to be part of the temporary landing page interactions. The five favourite entries will be announced in two weeks time, the 27th– 31st May 2013. Mary Katrantzou presented her first collection at London fashion week in 2008 and has earned critical acclaim as a designer, winning numerous awards, including most recently The British Fashion Council Fashion Forward Scholarship award. -Ends-

Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

MARY KATRANTZOU Mary Katrantzou Releases Mobile Application for Ipad and Mobile. For Immediate Release

London, 30th June 2013- Luxury fashion designer Mary Katrantzou unveils their first mobile and tablet app on Tuesday, Your Katrantzou, which is an extension from the brands immensely successful website. The application aims to allow engagement and a personalised experience with Mary Katrantzou. Key features of the new app include: save lists, article and product recommendations, weekly insights and a Katrantzou wallpaper generator. Users can use preset Mary Katrantzou patterned wallpapers in the generator or create their very own Katrantzou inspired print. This is achieved by selecting or taking an image and then watching the transformation into a kaleidoscopic hyper-real print for the user to use and share on their mobile and tablet devices. The app aspires to shape the luxury aesthetic currently launched through social media campaigns and the website, providing its customers with a 360 immersive digital experience. Some additional features include the weekly insight and inspiration connection, where customers will see the previous social media insights, an initiative the brand launched in April 2013. A product search option and the ability for users to save items for purchase are further features within the app . Future plans of the application will be to accommodate e-commerce facilities. Released on 2nd July, the app will be free to download and available from the Apple and Android application stores. -M/F-

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

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Additional Images

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Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

STORE PRESS RELEASES

MARY KATRANTZOU

MARY KATRANTZOU Mary Katrantzou Releases Further Plans to Launch a Store For Immediate Release

London, February 17th 2013- Following the recent website launch announcement, Mary Katrantzou confirms that one of the London Fashion Week after party venues will take place at the upcoming Mary Katrantzou store at 162a Sloane Street. Situated in the Royal Courthouse the venue was home previously to Italian brand Loro Piana and fashion designer Maria Grachvogel. Mary Katrantzou is set to open the premises to the public on 16th September 2013. As part of the of the current expansion, to celebrate the company five-year anniversary, the brands development has been secured following private financial investment. The two floor premises is the company’s first flagship location and will be a central hub to promote the brands core message. Head Designer and Founder, Mary Katrantzou said “The store is another new and exciting development for the brand. London has been so generous in making all of this possible, none of this could have ever been imagined without generosity and the promotion from companies like the British Fashion council and London Fashion week.” Mary continues “I feel it is now the right time, I want to give something back to London and provide a heart for my brand where customers can really explore Mary Katrantzou. I adore the tactile experience of the garments, so as a company we’re finally prepared to provide an area for the customer to immerse themselves in the brand experience and to be able to truly appreciate the design.”

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MARY KATRANTZOU Mary Katrantzou Releases Promotional App Mary’s Mind. For Immediate Release

London, July 31st 2013- To coincide with the launch of the imminent store, Mary Katrantzou is releasing a promotional mobile and tablet app called Mary’s Mind. The app will use augmented reality and is available for two months prior to the store launch. Using face, shape and object detection the app creates prints pattern and colour on the media, providing a creative and fun way and gives an insight into how the luxury designer Mary Katrantzou sees the world. Users gain a rare glimpse into the world through Mary’s eyes in a playful and exciting way. The programme also facilitates users to create their own videos and images by placing pre-set movements, colour alterations and warp tools on the media, which can be shared between friends through social media. Frequent use of the mobile app will also release hidden content concerning the store launch, with exclusive interviews and behind the scene footage. In conjunction with the release, Mary Katrantzou will be announcing details of a competition to win two tickets to the store preview evening to be held on the night prior to the opening. The store preview will also give the opportunity to one winner to attend the London Fashion Week celebrations, as Mary Katrantzou hosts Sunday night’s official after party. To win this coveted prize customers will download the app to create their own images and videos, share them to social media whilst additionally tagging Mary Katrantzou in the upload. This will automatically enter each user into the prize draw. The winner will be announced in the week leading up to the store launch. The app will be available for download from the 2nd August 2013 and is available on all Apple and Android platforms. -Ends-

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MARY KATRANTZOU Mary Katrantzou Confirms AW13 Collection Release Date in Ecommerce Store For Immediate Release

London, August 15th 2013- Mary Katrantzou announces her eagerly anticipated Autumn Winter 2013 collection, which will be available to purchase from the 16th September 2013 through the Mary Katrantzou store and nominated third- party outlets. This embraces the technology that has been at the forefront of the brands development in celebration of the first flagship store opening on Sloane Street, London. The collection will have a full product range of mainline collection accessories and ready-to-wear. Head Designer Mary Katrantzou said, “I certainly want to integrate all of the celebrations and releases together to enable everyone to experience the same excitement I am observing regarding Mary Katrantzou worldwide.” The collection will be available through the online store from 9.30am. -Ends-

MARY KATRANTZOU Mary Katrantzou Reveals Plans for Bespoke Service Consultation Room in Upcoming Retail Floor For Immediate Release

London, September 5th 2013- Luxury fashion brand Mary Katrantzou, announces the exhilarating plans for the new flagship store. The two floor premises will be designed to fully immerse customers in the experience, with a private consultation room for bespoke services and personal appointments. Using new technology and structuring the store around the brands concepts of surrealism and creativity, the design transforms from season to season, encompassing the core concept behind each collection thematic. On the ground floor, the private consultation room is available by appointment and focuses on an amiable luxury experience, providing personal styling and bespoke garments for those special occasions. The store will launch on September 16th 2013 and will be open from 10am-6.00pm Monday- Saturday and Sunday from 12pm-5pm. -Ends-

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MARY KATRANTZOU Mary Katrantzou Releases Limited Edition Printed Scarf in Celebration of New Luxury Flagship Store. For Immediate Release

London, September 15th 2013- With the imminent store launch, luxury fashion brand Mary Katrantzou announces some of the plans for the store launch, tomorrow, 16th September 2013. From 12 o’clock until two o’clock the critically acclaimed designer Mary Katrantzou will make an appearance at her first flagship store to greet members of public. Additionally to commemorate the momentous event Mary Katrantzou has exclusively designed a luxury limited edition scarf presented as a gift for the first one hundred purchases in store. The print is an abstract view of the flagship store’s location at 162A Sloane Street, London and printed on a 50cm square scarf crafted from silk organza. The scarf replicates the flyers released in the run up to the store opening.

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

Head Desginer Mary Katrantzou said “The scarf is to reward my reliable customers who have supported me through the last five years, and allowed me to achieve this dream. The store certainly provides customers with my vision and just it really makes you realise what the brand has become. I cannot wait to see the customers thoughts and reactions” The store will be open from 10am -6pm Monday- Saturday and 12pm -5pm Sunday at162A Sloane Street, Belgravia, London, SW1X9BS.

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Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

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MARY KATRANTZOU Mary Katrantzou Store Sneak Preview Event For Immediate Release

London, 16th September 2013- Mary Katrantzou held a sneak preview of her new flagship store last night, ahead of its opening today. The store was the location of the official London Fashion Week Sunday night after party. The event hosted a collection of fashion media and models, including Anna Wintour, Cara Delevingne, Karlie Kloss and Hilary Alexander. The event showcased the surreal inspired store, providing an event brimming with fine cuisine, exotic beverages, live performances’ and a DJ set by model and socialite Harley-Viera Newton. The inspiration for the evening was Alice in Wonderland, allowing guests to peer through the looking glass and become immersed in the world of Mary Katrantzou whilst appreciating that everything is not always as it seems. One of the highlights of this awe inspiring evening was the surreal fruit canapés (which actually were meat) created by Heston Blumenthal in association with event catering company Rhubarb. The clinical appearance of the pure white concept store burst into life, following a conceptual performance, to reveal the designers majestic secret, the unveiling of the digital walls and ceiling. Structured with white projection acrylic the store design enables rear projection screens to transform into a world of colour print and pattern, a world of Mary Katrantzou. In line with the thematic of landscapes and sepia photography, the space creates a colourful panoramic landscape to consume the customers. The store is part exhibition space and part store, with malleable seating design by Molo, and an individually commissioned tree inspired water installation by Arthur Golacki. Editor In Chief of Vogue US, Anna Wintour commented “You could not expect anything less from Mary Katrantzou. The store truly captures the essence of creativity that shines through London and London Fashion Week at the moment. It pushes the boundaries whilst also increasing the desirability that fashion needs to survive. Jefferson Hack Editor of Another Magazine said “The store is fresh, exciting and what the luxury fashion market needs. It is dramatic, whimsical and awe inspiring, the perfect combination, and it certainly compliments what Mary has been striving towards in the last few years.” Competition winner of the Mary’s Mind social media competition, Andria Dale, 19, confirmed the store’s success by saying “Tonight has been truly inspirational. I feel that I have been in another dimension. The creativity of the store stands on its own and is unlike any of its competitors. I am truly honoured to witness the unveiling of the store concept and cannot wait to experience the in store services that are on offer.” -M/FMary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

The store launches to the public today and is open from 10am-6pm. Mary Katrantzou will make a special appearance to greet the members of public between 12pm and 2pm. -EndsImages

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

MARY KATRANTZOU

Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554-525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

MARY KATRANTZOU New Luxury Flagship Store Launches Bespoke Promotion. For Immediate Release

London, 17th September 2013- Following the launch of Mary Katrantzou first flagship store in the prime luxury London location of Sloane Street, the brand announces a promotion to provide customers an opportunity to acquire a hand crafted garment by the store’s bespoke service team. With every piece of merchandise purchased in excess of £500 until 16th December 2013, their clients will enter into a coveted prize draw to win a bespoke print design of choice, which is then hand-crafted into either a dress, skirt, scarf, trousers or blouse. The privileged winner of this coveted prize will receive a fully-bespoke service, including consultation, fittings and witness key features, such as real time holographic mannequins and digital projection screen technology. The consultation room is available for both bespoke services and a personal shopping concierge services in store. It is free to book an appointment either in store, online or by telephone. The winner of the competition will be announced 17th December 2013.

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Mary Katrantzou Contacts For further information, samples and image requests please contact: Grace Simmons, Press Assistant Tel: 020-3393-3021, Mob: 07554525359, grace@marykatrantzou.com

Mary Katrantzou Studio 190a New North Road, Unit 6b Canonbury Business Centre London N1 7BJ Tel: 020-3393-3021 Mob: 07554525359

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References

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References Page 24 Facebook (2013) Mary Katrantzou AW13 Showroom. [image online] Available at: https://fbcdn-sphotos-f-a. akamaihd.net/hphotos-ak-ash3/544069_472269082840620_148589948_n.jpg [Accessed: 30 Apr 2013]. Create Food and Party Design (2013) Canapés in The Undercroft, Banqueting House . [image online] Available at: http://3.bp.blogspot.com/-FYfcyxC_gNA/US0SDqS3QLI/AAAAAAAAA7w/fFwia8GSR6s/s320/ canapes+2-001.jpg [Accessed: 30 Apr 2013]. Just Jared (2013) Karlie Kloss & Cara Delevingne: Jonathan Saunders Dinner!. [image online] Available at: http://cdn04.cdn.justjared.com/wp-content/uploads/2013/01/kloss-saunders/karlie-kloss-cara-delevingnejonathan-saunders-dinner-04.JPG [Accessed: 30 Apr 2013]. Classy Fashionable (2013) The Devil Wears PRADA: Anna Wintour. [image online] Available at: http://www3. images.coolspotters.com/photos/825438/anna-wintour-gallery.jpg [Accessed: 30 Apr 2013]. Page 25 Matlo, J. (2013) Inside The Room Vancouver’s Mary Katrantzou fête: The city’s finest donning Magic Eye prints and designer hints of another possible collab. [image online] Available at: http://www.fashionmagazine.com/ blogs/wp-content/uploads/2012/05/may12-katrantzou191.jpg [Accessed: 30 Apr 2013].

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