PR HANNAH

Hannah Gui Press Office and PR Project BA Fahion Marketing and Communication Level 5, 2015/2016 Fashion Communication MIED 507, CWK 5 Mariana Rumayor

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1. Brief Introduction 1.1 Victoria’s Secret History 2. Map Positioning 3. Objectives 4. Brand Values 5. PR Plan 6. Strategies of Plan/ Media Pitch 7. Communication Tools 8. Calendar of Activities 9. Public Relation Activities 10. Budget Allocation 11. Media Monitoring & Results 12. Conclusion

1. Brief Introduction

Fig.2 First of all, it’s fair to say, that when I started working in the project I had little idea in press office or press release concepts, all the aspects I have fulfilled during the project have been perfectly guided with the classes attended. I reckon I chose the brand Victoria’s Secret because as a regular customer I would love knowing more about how they work and having the opportunity of having a shop in my city, Barcelona. The aim of the project was to select a fashion/lifestyle brand and integrate press office and press release concepts, I reckon that Victoria’s Secret is a perfect example. Although, mandatory researching about the brand and their know-how had to be done. Moreover, throughout the project I’ve applied different studies such as: the map positioning analysis, PR Plan, budget allocation, ROI, etc... So as to, engage the best opportunities for Victoria’s Secret.

My proposal and focus in this project is to open the first Victoria’s Secret shop in Spain with an accurate PR plan.

1.1 Victoria’s Secret History Victoria’s Secret as a brand is a role model. The brand is a step beyond their ‘competitors’ because of their refined strategies. The brand started with Roy Raymond who wanted to surprise his wife with a sexy gift, he wanted it to be an exciting and comfortable process and not feel like perverted. Therefore the brand was named as ‘Secret’ because it contained secret magical experiences when purchasing. Since 1977 when they started in San Francisco, California their main objective was to captivate female customers with their sexy lingerie throughout studied commercials expressing different values.

Also, they have a strong website and e-commerce system where they collect data in order to anticipate decisions of customers needs. Finally, they’re not only performing with physical shops in their home country because their slow expansion is unstoppable. It’s true that thanks to their online platform they target worldwide however, the brand wouldn’t be as successful if they didn’t engage this consumer-orientated strategy. That is to say, the experience they offer when shopping one of their garments is unique and that’s why they are slowly-to make it exclusive by opening brick-and-mortar shops in places such as London and others.

Fig.3 In order to understand better what they do it was useful to overcome an Marketing Mix to explain in full detail the product, price, place and communication strategies.

Product Known because of their special lingerie although they offer a huge range of products such as bras, panties, sleepwear, fragrances, swimsuits, clothing and shoes. They play with other sub-brands depending on the target so as to offer an adequate specific product (e.g PINK for 18 to 30 year-old women).

Price As they compete in the luxury market their prices are elevated because of their heritage and known quality. Their prices range depend on the sub-brand and they go as follows: Body by Victoria: $ 20 - $ 49, Very Sexy: $ 30 - $ 58, Sexy Little Things: $ 12 - $ 50, Angels: $ 38 - $ 50, PINK: $ 20 - $ 32 and

Panties: $5 -$ 20 ((UKEssays, 2015)).

Place The brand started operating in their home country, United States and has nowadays over 1017 shops there. During many years they did not want to expand worldwide in order to keep its exclusivity and uniqueness however it started getting too demanded therefore their international expansion officially started in Canada in the year 2010, opening over 23 stores in places such as Quebec or Alberta. Although, in 2005 they had already opened some Victoria’s Secret boutiques in known airports with help of World Duty Free were they started creating points of sale out of USA. Moreover, they have allowed international franchisees which follow their legal terms and conditions to take over and the first franchise was in Isla Margarita, Venezuela. To sum up, the brand’s has two type of retail formats; general merchandising stores and apparel stores. Also, the brand operates in three sectors: Victoria’s Secret Stores (stores), Victoria’s Secret Direct (online and catalog operations), and Victoria’s Secret Beauty (their bath and cosmetics line).

(Upload.wikimedia.org, 2016)

Promotion They offer a series of promotions such as the VS Angel Card where they can find a series of benefits when purchasing garments. The brand’s known because they are have a quick rotation of products and are always receiving new garments that’s why they’re constantly offering discounts in different categories because the truth is that they must sell as much as possible to have the minimum stock. Therefore, in a way, they perform so as to sell quickly and promoting garments help. Also, they have periods where they present no shipping costs when buying online and they also have their sale period during january, july and august. Their communication strategy is huge and very elaborated which is definitely one of their keys of success.

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2. Map Positioning

When creating the map positioning it was mandatory to consider their strongest competition whom perform with a similar direction as the brand Victoria’s Secret. As my proposal is to open a new store in Spain I reckoned that it was fortunate to see their competition there. Therefore, some brands are local and other are simply international companies. On the other hand, I’ve positioned them considering +/- PRICE and EXCLUSIVITY/MASS-MARKETING which is an important point when defining a brand and as Victoria’s Secret highlights exclusivity as one of their core values.

3. Objectives The main objective is to open the first Victoria’s Secret shop in Spain with an accurate PR plan. They have already two boutiques in T1 and T2 Barcelona’s airport but they are just Victoria’s Secret Beauty stores with no lingerie nor sport clothes. I reckon that the city of Barcelona has always been and will continue being a very popular commercial place. As they are part of the EU system they have a series of advantages where they can benefit of such as less duties or countries that directly have gain their trust. Also, as it’s an easy location by many ways like train, airplane, boat... Barcelona has won many awards because of their Retail World. Apart from the obvious where Barcelona is nowadays a very recognized and exclusive city. During many years the brand didn’t want to perform outside their home country because they thought their exclusivity value would get lost. Consequently, every new store is deeply studied protecting their values and direction as a business. So, the store and PR strategies will overcome a very accurate plan.

In addition, they want reinforce their fitness collection as they are very into the sports culture. They want to give the brand another lifestyle: feeling good and healthy with your body.

On the other hand, with those two objectives the brand will accomplish other important aims such as to build up their brand image and awareness. Meaning that the brand needs to be well-recognized among their competitors and need to build a relevant image by being makin people associate the brand to their core values. In conclusion, to increase their reputation world widely.

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4. Brand Values Victoria’s Secret is nowadays one of the best places for purchasing lingerie worldwide. During the years they have been changing and improving many aspects thanks to client’s feedback and slowly redefining their core values and brand direction. When you think about the brand many things can occur however some are clearer than others because they are constantly enlarging them, these are: sexy, exclusive and customer-oriented.

Sexy, bold or powerful are adjectives they use to communicate when selling. They want that every client, no matter which size they are, that comes to the store go out loving every part of their body because they will find the perfect fit and sexier lingerie that will suit them better. Moreover, transmitting that their garments will definitely add a little fantasy or fun to our everyday life and routine. It’s a core value that you can experience in-store but also it’s transmitted in their communication media by using models with perfect bodies with clear messages like: “the perfect ‘body’”. Leaving body between marks (“body”) to highlight that every body is perfect as long you are comfortable.

The exclusivity feeling appears when you purchase one of brand’s garments because the piece itself is unique but also it makes you feel special because it’s from Victoria’s Secret. It’s a value they have achieved due to it’s heritage, reputation and time. They reckon they don’t manufacture mainstream products but they go a step beyond and offers the chance to their audience to wear them.

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Customer-Oriented company means that they perform in order to like their target. Thanks to their feedback and their conversations they have modified aspects so as to follow a direction and go hand in hand with their audience. They care about them by knowing how to make them happy and curious with the brand’s activities. Everything they do has been studied and planned for them, they create amazing experiences to engage with their public.

5. PR Plan

The PR plan has been done in order it to be coherent to the proposal and to the brand’s philosophy. Therefore the brand will have three axes; Collection, Brand and Company Corporate with different proposits. Some of the activities are already existing but it was fortunate to add it because it’s relevant to the proposal. The PR Plan is focused to the new opening of the store, consequently the Collection will be the in-store fashion show (an event to present the new store in Barcelona) and to the editorial coverages during the year. In the Brand, there will be the new flagship in Barcelona and celebrity endorsement meaning the VS Angels for their fashion shows (including Gigi Hadid). Finally, in the Corporate side there will be the sponsorship in the sport events.

6. Strategies of Plan / Media Pitch There are specific magazines that Victoria’s Secret would address, those are the ones that their target reach. Taking into account that they need to communicate in Spain the brand has done a series of research to find the accurate pitch.

In order to do an excellent work we had to divide the type of information into exclusive and non-exclusive because depending on what’s the brand’s message it will go to one magazine or another.

Exclusive: The important event such as the opening store fashion show will be presented in “luxury” magazines where VS target can be found.

Harper’s Bazaar Spain and VOGUE Spain are the two magazines the brand will use to inform every detail of the new opening. The brand has reckoned that they will also pitch in local newspaper like La Vanguardia in order to widen up the audience with their latest news which affects everyone as it’s happening in their home country.

Non-Exclusive: The other content that isn’t as stunning will be placed in magazines such as: Glamour, Elle and Hola. They are more mainstream magazines but where you can also find VS customers. We will give them garments (specially sportswear) to advertise their collections by using them in their cover photo or other pictures. Also, articles will be presenting question and answers, like: Why sport is so important?

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7. Communication Tools The company’s communication tools will be divided between online and offline that it will depend on what is the brand Victoria’s Secret communicating.

Offline Press release print: On the day of the presentation of the new store in Barcelona, there will be lots of press and VIP guest that will want to know more about the event, therefore, Victoria’s Secret will create a press release print explaining the story, inspiration and vibes of the store and the catwalk. This will be handed in order to give the guests a sort of background of the event they are attending, facilitating the press to write a good review of their communication strategy.

Catalogue: During March, Victoria’s Secret will create a catalogue where the clients will be able to see all the garments there are in that season. This catalogue will be first presented in the opening of the new store, giving the opportunity to see the garments directly from the catwalk to the catalogue.

This catalogue will be on of the gift/detail of the brand to the invited people.

Press Kit: Again, the gift will be the newest catalogue with a bouquet of flowers that represent the thematic of that season. The collection will be widely printed with different combination of flowers and as a consequence, VS will hand out bouquets of flowers as a gift to make guests feel part of the movement and event.

Online E-vites: As we all know, Internet nowadays is everything. Therefore the brand wants to invite their guests through that media. A nice online invitation will be crafted that will go accordingly to the event’s theme and sent via E-mail to all the Press and VIPs that the brand is interested to have.

Social Media: During all year, the brand will be constantly updating news about their activities so as to engage and be as transparent as possible with their audience. It’s fair to say that their Snapchat and Instagram account will very busy as it’s the platforms their target use the most.

Newsletter: During all year, the brand will offer the clients to subscribe to their newsletters so as to be the most updated to their news and feed as possible. It’s a way of feeling close to their people in order to have conversations and gain feedback. Feedback is extremely important to make a company evolve and grow. Those newsletter will include all type of content: from their new opening store in Barcelona to the latest bikini they launched.

Catalogue E-vites

Instagram

Gift

Press Release Print Snapchat Fig.8

8. Calendar of Activities

The calendar of activities is very busy as you can see. First of all, it’s fair to say that above you can only see the most important events and there are daily routines that don’t appear. However, what the brand will do during all year is offline and online monitoring meaning a control of all their communication strategies so as to see if there’s any problem so they can solve without any type of risk.

To achieve a good year it’s useful to have a plan and to organize everything from the beginning. Accordingly, during January and February the activities that have to be overcome is to select their media, press angles, editors, editorial variations, etc... throughout all the opportunities they have, they will select the most interesting. Actually, every year things change and maybe the magazine that last year was on the top, the next year isn’t as successful or maybe there’s a new media that is performing with flying colours.

Moreover, one of their most exciting dates is day of the opening of the new store in Barcelona. It’s mandatory to have it all perfect for that day in order to have the presentation of the new store as soon as possible (25th May). The presentation will be a fashion catwalk in the new store located in Barcelona with a variety of cocktails and only press and VIP customer will be invited. In-store you will find the newest catalogue (gift) done in March of that same year. The invitations for the event will be sent via E-mail one month before although celebrities and models will in advance. It will be a very exclusive event with a clear aim to make spanish press write about the brand. The editorials coverage will come just after the event to communicate how stunning did it go and leaving people dream about the brand… On July there will be a strict selection of brand ambassadors and model selection for the official VS fashion show in November, although it will be transmitted on December. August is the holiday month where many sport events are held, the brand will be sponsoring many of those events specially in Spain because they are really into the fitness/sports culture and want to transmit this message by supporting them with t-shirts gifts. This way, they promote their sports category that are so interested in. Moving on to September, there will be another series of editorials to promote the importance of sports and in addition communicate their collaboration with sport events they did the month before. October will be dedicated to do a special photoshoot of the VS angels who we will see in the catwalk of that year, the pictures will be placed in the best magazines to cause the exclusivity they want to achieve.

November is the month for the brand. One of the most expected worldwide events is hosted by Victoria’s Secret and it’s their own exclusive catwalk.

The catwalk will be done on November leaving their audience stay curious till december that it’s when it’s retransmitted. Finally, one of the most relevant task that have to done before ending the course is to create an annual coverage report to gain the feedback of their hard work during all the year, with a clear purpose to improve and grow.

9. Public Relation Activities

As mentioned earlier, the new store for Victoria’s Secret will be located in Barcelona. To make it a fully successful the brand thought in doing an in-store catwalk with some of their actual VS models and brand ambassadors to parade with their latest collection highlighting their sportswear. The event will be very exclusive by invitating only press and VIP clients offering a one-lifetime experience. The press will be in charge of writing about the event and how did it go, within a second goal which is to announce their new super store.

The invitations will be sent one month before, however, the VS models Taylor Hill and Romee Strijd will have been contracted before. Moreover, as celebrity endorsement the brand will be glad to have Gigi Hadid even though she will be also in the parade she is very famous nowadays and therefore people will be focusing specially on her. Press from luxury magazines (Harper’s Bazaar Spain or VOGUE Spain) will attend to event and dedicate a part in their magazine talking about the event in the next month.

Victoria’s Secret will offer the guests a unique experience of attending to their catwalk and after enjoying a nice cocktail with the best company. Like this, they will be presenting the different scenarios of the newest boutique they just opened.

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10. Budget Allocation Launch New Store Barcelona Event Event Catering Bartender Scenario Music Illumination Hostess Decoration Gifts E-vites Design Photographer Videomaker TOTAL

2.500 € 2.000 € 5.000 € 1.000 € 1.000 € 2.000 € 1.000 € 1.500 € 500 € 1.000 € 1.000 € 17.500 € Agency Fee

Consulting Event Coordination Suppliers Proposal Press List Press Call Visual Merchandising Execution TOTAL

1.000 € 3.000 € 3.000 € 500 € 1.000 € 4.000 € 5.000 € 17.500 € Addtitional Cost

Travel Tickets (models) Phone Calls Cabs TOTAL

10.000 € 200 € 200 € 10.400 € Online Platforms

Hiring personal Snapchat & Instagram TOTAL

1.000 € 500 € 1.500 € Celebrity Endorsement

Gigi Hadid TOTAL

Final Budget:

50.000 € 50.000 € 96.900 €

11. Media Monitoring & Results

The table above shows the cost of being on those specific magazines. The important aspect to take into account is that those magazines represent a high number of readers and circulation. For example, an exclusive magazine: VOGUE Spain has a circulation of: 101,631, Readership: 991,000 and Monthly Unique Users 3,805,985 clients. An non-exclusive magazine: Glamour Spain has a circulation of 182,294, Readership: 632,000 and Monthly Unique Visitors of 18,250,958 clients. Meaning that Victoria’s Secret message will reach many of their target and people who are interested in the brand. The total of costs would be of 572,950€ and if we multiply the budget (90000€) times three to have a good coverage it should be higher than 27000€, meaning that our communication proposal is very good.

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12. Conclusion

Fig.11 All this project has turn around a clear hypothesis: would it be a good idea to open a new Victoria’s Secret store in Barcelona? Actually, there’s two VS Beauty Boutiques in Barcelona’s airport and it’s not enough because it seems about time they open their first striking store in Spain. Throughout all the project, we have justified every aspect in order to make it a successful and strong store because the brand deserves it to be stunning but most importantly that it follows their company direction and values. We’ve engage all type of aspects, referring to the brand, PR plan, strategies, business plan, etc. in which we have overcome problems by replacing it with our most sincere solutions and justifying that Victoria’s Secret are capable of this challenging project. As a recommendation, we believe that not everything is about numbers, even though our exercises make sense and have created high expectations of our project, we reckon that we are willing to do our best even in the baddest moments. So, let us begin!

13. Image References Fig. 1 (Theimpression.com, 2016)

Fig. 10 (Google.es, 2016)

Fig. 2 (Vogue.com, 2016)

Fig 11 (I3.mirror.co.uk, 2016)

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