Larissa Hadjio The Diamond Vision Klash consultancy Heather . Aqsa . Sarah . Lucy . Leah
Contents Page 1 - contents Page 2 - Executive summary Page 3 - brand identity and values Page 4 - Amelia Page 5 - klash consultancy Page 6 - proposal Page 7 - the film Page 8 - the event Page 9 & 10 - budget Page 11 - conclusion Page 12 - recommendations
EXECUTIVE SUMMARY Klash Consultancy have proposed to communicate the Larissa Hadjio brand values and identity to a wider audience. In order to make this happen Klash Consultancy have created a fashion film based on the concept of the discovered diamond, which will be premiered at a special event on the 22nd of April 2012. The event invitations will be sent to Larissa Hadjio and Volt Magazine guests, press and other high creative profiles, whilst fans will generate excitement by following clues on the internet enabling them to guess the password and attend the event. The video will also be available to stream on Volt Cafe and the Larissa Hadjio website. This will help Larissa Hadjio to develop and expand its target consumer market and prosper as a luxury accessory label.
Brand identity and values Larissa Hadjio is a luxury handbag and accessory label with a twist. The LH identity holds many values, which make it so unique. Larissa radiates elements of playfulness and pure delight, combining quality with elegance; essentially the bags are wearable objects. Upholding a high standard of quality, the bags are made of Napa and luxury fine leathers. The inspiring accessories have developed and upheld a reputation for being interesting and eye catching so the brand really stands out from other accessory labels. Despite the bags having strong concepts behind them (i.e. Sea creatures and Diamonds) they still hold a level of practicality. This is a great aspect of the brand as you are getting a handbag with creative sculptural aesthetic as well as the practical qualities that are needed for everyday use. The consumer has been highly considered throughout both collections and these bags suit every aspect of her lifestyle. They provide originality, which is crucial to the consumer’s style ethos. The buyer of Larissa Hadjio products is very style conscious therefore these bags sit nicely into their personal collection. They are loyal consumers and take interest into the brand and the designer as well as the bags. This is why when considering promotion and events for the brand, Klash Consultancy think it is important to maintain a certain intimacy between the brand and the consumer to keep them loyal and interested. To some people a handbag is just an everyday essential, but to Larissa’s consumers a handbag is a statement and an investment piece.
AMELIA Amelia is interested in fashion, art & design. She lives a busy city lifestyle in London and works a highly paid job in a creative field. Amelia frequently visits art exhibitions and loves to travel and experience new cultures. She mixes up her simple style pieces from brands such as Acne and COS with investment pieces or the occasional vintage find. Her accessories always compliment her outfit and add a quirky twist. Amelia stands out when she is walking down the street and is envied for her natural sense of style.� Klash Consultancy created an in-depth consumer for Larissa Hadjio, Amelia. It is crucial to do this in order to make the correct marketing decisions so that everything anticipates and supplies the customer requirements efficiency and therefore is profitable for the company.
Klash Consultancy Klash Consultancy thoroughly researched the Larissa Hadjio consumer and brand and produced a S.W.O.T and P.E.S.T analysis from the information gathered; the brand Strengths are the unique and elegant designs and the strong visual concepts. Lack of exposure and online presence are recognisable Weaknesses. The LH brand has many potential Opportunities including collaborations, new city prospects and expanding its online presence. However, Threats of upcoming designers could mean competition and a fall in the economy could hinder sale figures. As for the P.E.S.T analysis, Political issues include the use of Napa leather and being environmentally friendly. Changes to income and value for money could progress into Economic concerns. The typical Larissa Hadjio customer, Amelia, falls under the Social heading and Technology topics include QR codes and use of 3D technology.
Proposal As a marketing consultancy we have suggested Larissa Hadjio to use the launch of her new Diamond Vision collection to expand her luxury accessory label. Klash Consultancy have planned to do this by creating a fashion film based on the concept of discovered Diamonds. This video will be featured on Volt Cafe, the online source of a leading creative fashion magazine targeting at a group of people, who would fit in to the Larissa Hadjio consumer template, Amelia –but haven’t necessarily seen or heard of her designs. The Volt Cafe readership stands at 60,000 people, making the featured film work as a catalyst to advertise, promote and eventually sell the Diamond Vision collection. In order to premiere the film, Klash Consultancy will work with Beyond the Valley (Larissa Hadjio stockist) to plan the event. Larissa and Volt magazine’s guests, press and creative figures will receive invites; whilst subscribers and social network followers will receive hints and clues to a password that will enable them to attend the event. The secret hints and clues are in place to create excitement and get people talking and in turn encourage people to research and blog about Larissa Hadjio merchandise. The internet and blogging has become a huge trend over the last decade, everyone who is interested in fashion either follows or writes a blog, so when Larissa Hadjio is featured – it is read by many followers and accessible to all.
THE FILM The concept behind the Larissa Hadjio: Diamond Vision collection film was originally based on Amelia, walking from a cave (where diamonds are sourced), to the street and into a club. The changing scene represented the different environments in which the bags can be used, showing that everyone can carry Larissa Hadjio accessories, despite who or where they are. After filming and editing the street shots, Klash Consultancy reached a decision to change the concept of the film to something less predictable, making it a visually enticing work of art rather than an advertising campaign. The new footage was a continuation of the cave scene; the model would slowly move around anxiously, but filled with curiosity – clutching on to the diamond shaped hand bags, as the camera zooms in and focuses on each movement. Klash Consultancy felt that the sound track to the film should represent the models curious nature and so they chose Bilar by Ratatat, a jagged build up which reaches a point of energetic release. This song works well as its not lyrical and therefore doesn’t distract from the film.
THE EVENT To launch the film, Klash Consultancy will be organising an exclusive Larissa Hadjio event held at Beyond the Valley in London. Throughout the event the film will only be screened three times, to make sure it is exclusive. The guest list will be invite only; however, any fans on Larissa Hadjio’s mailing list will receive a special email providing them with details about a secret question which will gain them admission into the event, on a first come first served basis. This element of excitement and mystery will help set the tone for the film and have bloggers curious. The film will also be streamed live to larissahadjio.com and VOLT CAFÉ where the fans on Larissa Hadjio’s mailing list can view the film. It will then be featured on Larissa Hadjio’s website and VOLT CAFÉ following the event.
Budget The event: To hire Beyond the Valley Gallery Space for the night £200 estimated. The company Zazzle will make the invites, at £13.50 per 10 invitations therefore £148.50 for 110 invitations to be made up, and having 10 invites spare incase of last minuet guests or damage. Cold canapés and Champagne and fruit juices catered by ‘Simply Catering’ as well as their own professional waiters for the event £96. Tall, square glass top tables to display Larissa’s Bags with tall stools for seating cost £962.00 hired from Concept Furniture. Queuing ropes and posts £126.00 also hired from Concept Furniture. One person security on the door hired for 4hrs 30mins at £7.50 per hr over all cost £12.00 from the Security Guard Company. The Film: The use of the Chislehurst Caves, Kent £60 per hour. The cost for petrol to travel from Surrey to Chislehurst (50 miles)£10.17. Using own model and Hair and make up to be cost effective free of charge. Filming to take up to 5 creators which will be paid £8 per hr with a estimated cost of 20 hours each makes £800 to be earned each.
Budget
CONCLUSION From Klash Consultancy’s extensive research into the Larissa Hadjio brand, they thoroughly understand the target market and stereotypical consumer. Creating ‘Amelia’ meant they had someone to aim the film at and tailor it to Amelia’s interests. The concept for the film was based on Amelia walking from a cave where the diamonds began, to the street and finally to a club. This concept was changed as Klash Consultancy decided that the street shots they had created, were not as successful as the cave shots and when merged together, did not flow well. Klash Consultancy’s concept was changed to a more simple idea using just the cave shots. They believe this concept will work just as well, if not better for the film and cause it to look more professional and very smooth. Another reason Klash Consultancy believed this would be more successful, is because the film itself will be featured on Volt Café, which has a huge fan base of young professionals. To appeal to the target market even more, Klash Consultancy will hold the event in stylish shop Beyond the Valley which stocks the Larissa Hadjio brand. By creating the secret question, hype and excitement about the event will arise well before it is held, meaning it will become a popular subject amongst the industry. Klash Consultancy believe that by streaming the film live on larissahadjio.com and VOLT CAFÉ, the film can be seen by fans outside of the city and potentially, all over the globe. Klash Consultancy are very excited about this project and know that Larissa Hadjio herself will really see the benefits.
RECOMMENDATIONS By producing a film for the Diamond Vision collection it allows the viewers to clearly see Larissa’s bags and promotes her as a designer. By premiering the film as an exclusive event and inviting creative’s within the industry shows Larissa is intending to create a prestigious reputation. The event will benefit Larissa hugely as journalists will become more aware of her name and design ethos. Resulting in featured articles in magazines and online, spreading Larissa’s brand further. By inviting 20 subscribed clients from the Larissa Hadjio website gives the opportunity for Larissa to reward her loyal clients. The film will be shown on Larissa’s website, and in additionally featured on Volt Cafe website, opening up Larissa’s fan base to a wider audience. It is recommend the next step for Larissa is for her to create a jewellery line, featured alongside the Diamond Vision collection to create the ultimate must have accessory set.