MOODY MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
IT’S TIME TO...
#GETMOODY
CONTENTS
03.
A Moody Anecdote
04.
19.
A Moody Temperament
20.
A Moody Intonation
Our Mood
08.
A Moody Endeavour
11. Our Future Mood 12. A Moody Pact
15.
Our Internal Mood
16.
Moody Principles
25.
We go by the name...
27.
Our Logo
28.
Logo Guidelines
33.
The Slogan
34.
Typography
38.
56.
41.
58. Our Opponents 68.
A Colour Spectrum of Moods
A Snapshot of us
42.
What Makes us Different
46.
A point of Reference
Moody Women
76.
Let’s Shop
80.
Let’s Connect
The Bigger Picture
50.
A Closer Look
86.
54.
100.
The Market
Let’s #GetMoody
A Journey to Success
LET'S GET TO KNOW EACH OTHER 1.
Emily Moody
2.
A Moody Anecdote Naturally, to introduce you to Moody we must begin with our incredible designer and founder, Emily Moody. Growing up she has always been surrounded by strong women who have undoubtedly made her the fierce lady she is. Whilst they have engrained in her the traditional values of what it is to be a woman she has also been assured with the ability to be fearless and completely independent. Because of this she first learnt to sew when she was just five years old by her impeccably skilled granny and made her first skirt at ten years old, which she would wear at any given opportunity! Ever since this moment she has been invigorated with drive to create clothes with genuine meaning. At eighteen she escaped from her quaint countryside village to embark on an adventure in the city of Nottingham, where she would study her dream course of fashion design and evolve into the independent women she was raised to be. Ten years on from creating her very first piece of clothing with her granny, Emily began the creation of her debut collection. She had wild ideas of what she wanted her garments to encompass, so when she made the brazen decision that her designs would be a microcosm of a woman’s mood today, Moody was born. 3.
Our Mood Whether it be in terms of wealth, status or power, the patriarchy is extinct. Moody garments embody this notion through the use of masculine silhouettes contrasted with feminine details. Our desire for change doesn’t stop at gender equality. When it comes to production we want to ensure we’re protecting our increasingly damaged environment so that you can adorn our garments with a peace of mind. Intentionally timeless pieces, that you’ll never even consider throwing away, have been designed, sustainable fabrics have been carefully sourced and our denim is 100% recycled. We are proudly sustainable, however style is never compromised, nor detail spared. Moody garments are designed for accomplished and driven women. We are here for when you’re out of the office, providing clothing that enables you to reflect your creative spirit and don garments that contrast the seriousness of your professional life. Moody is a brand which truly reflects the female Zeitgeist, the passion we know you have for change, and the time for change is now, join us and
#GETMOODY 4.
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LET'S SET THE SCENE 7.
We intend To create sustainable pieces that represent women’s simultaneous free spirit and drive for change
A Moody Endeavour 8.
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Our Future Mood IS To be the first choice for affluent and mindful millennials in the luxury Women’s wear Market
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We promise to serve the modern-day woman, by enabling her the power to consciously consume beautiful clothes that embody her as an unyielding equal counterpart to men
A Moody Pact 12.
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Our Internal Mood
Timeless Conscious Female EMPOWERMENT 15.
Transparency: We are honest about the materials and practices we use to enable you to shop mindfully
Individuality: We exist to serve women who want to stand out and embrace their uniqueness
Empowerment: We want to uplift you and acknowledge you as a significant individual
Moody Principles 16.
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A Moody Temperament Energetic, Vibrant, Bold - Spirited Determined, Motivated, Daring - Ambitious Distinct, Unconventional, Independent - Individual Conscious, Considerate, Attentive - Mindful Moral, Ethical, Transparent - Honest
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ASSERTIVE. INSPIRING. VALIANT. We are ASSERTIVE because we take our values and brand promise seriously. We Inspire by being a forward thinking brand that encourages and embraces unconventionality Our Valiance comes from our bold and daring nature as we stand for change.
A Moody Intonation 20.
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LET'’S IDENTIFY 23.
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We go by the name
MOODY
BECAUSE... 1. As a confident and self-assured women, our designer and founder, Emily, isn’t afraid of sharing her
work with the world. 2. Never more than now has there been a demand or desire for change and as a brand Moody encompasses this literal mood of society today 3. Often we as women are considered Moody when they aren’t acknowledged or respected equally, Moody is a refection of this 25.
MOODYY 26.
Our Logo
Our logo is symbolic to our personality The yellow, bristle paint brush reflects our free spirit and creative flair. The use of the bold Lemon/Milk font to spell out our brand name contrasts with this, to encompass our equally direct and driven characteristics. The letter Y separating is a symbol that we often like to veer from traditional conventions.
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Logo Guidelines GARMENT LABEL
PRINT AND DIGITAL
MOODY
MOODY SCREEN TAG
MOODY MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
MOODY 28.
Do's The logo is an integral part of Moody’s brand identity and therefore it is imperative it is used precisely and consistently.
Y Y
The first example of the logo should be used for digital icon purposes. The logo option which includes the tag-line should be used for all advertisements and packaging purposes. The tag-line serves to clearly explain who we are. The garment label and screen tag examples are for physical product purposes only.
Don'ts - Ensure the brand name does not cover the tag-line - Refrain from using alternative colour-ways, only use the colours offered.
- Ensure the logo is not outlined with an alternative shape or colour (excluding white), it should stand alone. - Do not alter the angle that the logo sits at - Do not distort the proportions of the logo
MOODY MOODY MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
MOODY 29.
MOODY
MOODY MOODY
Logo Sizing
7.5cm /215 Pixels
V
MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
SCREEN TAG
V
V
This logo represents the minimum size the logo can be used when accompanied with the tag-line, any smaller it becomes negligible. This should be used for packaging, banners and advertisements. 4cm/475 Pixels
30.
7.5cm/215 Pixels
MOODY
V
MOODY
V V
V
10cm/ 475 Pixels
This logo represents the minimum size for the logo without the tag-line . This should be used for icons and digital use.
V
(Not to scale) This is the only sizing option for the garment label.
(Not to scale)
2cm /475 Pixels
MOODY V
V
V
MOODY 19.5cm/475 Pixels
V
V
10cm/475 Pixels
V
V
8cm /215 Pixels
GARMENT LABEL
V (Not to scale) This is the only sizing option for the screen tag.
Logo Spacing and Positioning V
V
MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
MOODY 0.3cm
0.3cm
V
V
0.3cm
Y M Y
2cm
SCREEN TAG
V
V
0.3cm
MOODY V
1.5cm
1cm
V
V
1.5cm
V
1.5cm
2cm
3.5cm
ICON
V
V
0.75 cm
The spacing guidelines inform the minimum amount of space that our logo should encompass to ensure it stands out and does not conflict with other objects or text.
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OODY
0.75 cm
3.5cm
V
These are the only spacing options for both the garment label and screen tag to maintain consistency.
V
1cm V
MOODY 1.5cm
GARMENT LABEL
V
BANNER
MOODYY MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR
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The Slogan Our tag-line, ‘MINDFUL AND
EMPOWERING LUXURY WOMEN’S WEAR’, should be positioned next to the
logo for all advertisement and packaging purposes. As a start up it is crucial it is clear who we are and what we’re about.
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Typography LEMON/MILK ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 Geo Sans Light should always be used for body text, the tag line and subheadings. The font is clean and easy to read, encompassing Moody’s no-nonsense personality.
Geo Sans Light ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890
Lemon/Milk should always be used for our logo and tagline. It can also be used for digital headings and slogans as it is bold and stands out. 34.
Pandu ABCDEFGHIJKLM NOPQRSTUVWXYZ abcdefghijklm nopqrstuvwxyz 1234567890 The typeface ‘Pandu’ should always be used for main headings and page numbers on print. It’s handwriting aesthetic reflects our spirited and honest nature.
MOODY MINDFUL AND EMPOWERING
LUXURY WOMEN’S WEAR We contrast masculine silhouettes with feminine details
THE PATRIARCHY IS EXTINCT WE ARE PROUDLY SUSTAINABLE, HOWEVER DETAIL IS NEVER SPARED
2019 WE ARE HERE TO SERVE ACCOMPLISHED, FORWARD THINKING MINDFUL WOMEN 35.
Typography At Moody we liked to use fonts that demonstrate our personality. That means we use fonts that you would associate with spirit, individuality, ambition and honesty. Each font contrasts with each other, reflecting our broad personality and broad spectrum of Moods, which we are always keen to explore, even in our fonts!
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MOODY MINDFUL AND EMPOWERING LUXURY WOMEN’S WEAR @ < £ % & * ^ $ + ? / !
2019
01234 56789 37.
ASSERTIVE
“ Y INSPIRING VALIANT
Timeless
Conscious Female Empowerment
A
Moody Endeavour
A Colour Spectrum of Moods WARMTH OPTIMISM IMPULSE GLOOM POWER
#EFE0D6
#F3CF65
#F4B200
#B6C1BB
R: 239 C: 0 G: 224 M: 6 B: 214 Y: 10 K: 6
R: 243 C: 0 G: 207 M: 15 B: 101 Y: 58 K: 5
R: 244 C: 0 G: 178 M: 27 B: 0 Y:100 K: 4
R: 182 C: 6 G: 193 M: 0 B: 187 Y:3 K: 24
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#010101 R: 13 C: 0 G: 13 M: 0 B: 13 Y: 0 K: 95
These six colours, named after six varied moods, represent the broad spectrum of feelings and emotions we at Moody explore. POWER serves as the colour for main body text and headings, it is bold, clear and direct. GLOOM and OPTIMISM are the predominant colours used for the logo, a contrast of two wildly different emotions. The remaining colours contribute to the background and design elements, maintaining distinct consistency, accompanied with creative flair, as displayed throughout.
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Moody Imagery should be a collection of original, organic editorial shoots of our latest collections, in beautiful, natural, locations; fused with photos of iconic societal protests. Visually, this represents our sustainable approach accompanied with our voice for change.
A Snapshot of us 41.
What makes us different
â&#x20AC;&#x153; -
Blurring the lines between masculinity and femininity 42.
Throughout our branding we maintain the consistent message that the lines between men and women are now vastly blurred. Our debut collection, Countryside Destruction, perfectly aligns with this. Inspired by the farming and construction industries, the entire collection contrasts traditional male work-wear silhouettes with feminine details such as pleats and frills. This consistent point of view is the reason we will be the first choice for mindful millennials.
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LET'S EXPLORE 45.
The Bigger Picture 46.
Purposeful wealth One of the most noticeable shifts seen in consumer spending comes from our very own target market of affluent millennialâ&#x20AC;&#x2122;s. They show a want for true purpose and meaning within their life, demanding that the things they buy reflect this. In turn they also want brands themselves to be the catalysts for social change and convey a genuine message of intent. While this social group remain big spenders, they will no longer haphazardly write a cheque for anyone or anything. One of the clear causes creating this shift in attitude is likely to be their lack of trust towards charitable institutions and large corporations.
How this impacts us Communicating a distinct message which not only resonates with them but is also a reflection of their own principles is crucial. Adopting a transparent, sustainable approach and communicating a message of gender equality, are two things we at Moody take seriously and enable us to support this need.
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Emodiversity
The Bigger Picture
The growth in mindfulness and a deep-rooted personal awareness has led to a desire to get in touch with the broad emotional spectrum to gain more meaningful relationships with brands. Because of this it is essential that we create experiences that evoke a deep emotional connection with our customer. Emodiversity explores emotions beyond happy and sad, opening up the opportunity to experiment with the emotions we communicate. To be an emodiverse brand is to be multifaceted with associations and messaging that reflect this broad emotional spectrum that consumers are interested in.
How this impacts Moody: Our entire brand concept relies on the exploration of emotions, aka, Moods. We constantly want to explore a range of moods and emotions with our consumer and open up conversations that will create a connection on a deeper level. The multiple offerings from Moody also enable us to evoke multiple emotions; whether that be because of our demand for change in society; our endeavours to protect the environment; our creations of beautiful unique garments or our unique experiential events. 48.
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A Closer Look 50.
Democratic digital design The access to specialist computer programming will mean our garments can be designed in complete digital form, taking away the need to physically pattern cut or stitch together a single seam! Our designs will be bought to life through the use of avatars and digital fabrics, which will ensure the fit of garments are true to size; allow us to experiment with print and even alter zips and trips. The true benefit for us as a start-up is that we can put our collections on the market prior to them being physically produced. This means the consumer decides what products are bought to life, reducing waste and generating capital to actually make the garments. As a start-up taking a sustainable approach this will be a highly viable trend as it will preproduce capital to use for production and reduce waste by only meeting the demand of consumers.
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A Closer Look Recycling initiatives We understand that our consumers are presenting a demand for circular fashion. The rapidly rising concern towards the fashion industryâ&#x20AC;&#x2122;s detrimental impact on global warming, pollution, and throwaway culture (to name a few) have been the main drivers. Consequently, this has been a motivation for brands to adopt a circular model, because waste should never happen. We at Moody will serve our conscious consumers by offering a recycling initiative that means they can give to us old clothes they no longer want, in return for discount on their next purchases with us. We will gladly use their unwanted glad-rags to create an annual 100% recycled collection! Offering a sustainable message is at the heart of Moodyâ&#x20AC;&#x2122;s identity and offering our consumer a peace of mind is something that we take with sincere and intense conviction!
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The M arket
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As a brand offering garments at an outstanding quality, targeting you mindful millennial ladies, we will proudly sit in the luxury womenâ&#x20AC;&#x2122;s apparel market within Western Europe and the US. At present the revenue for the global luxury fashion market totals at a staggering ÂŁ769,3726m (GBP), providing us with great confidence that it will be a highly lucrative segment to launch in! Another thing that sparks confidence is the annual growth rate, which is predicted to increase steadily, at 1.1%, each year for the next four years. Targeting millennial women promises great fortune as well. Millennial wealth is set to reach a mammoth ÂŁ18.7 trillion, supposedly caused by recently gained inheritance, entrepreneurial goings-on and income growth. As mentioned previously, our young, affluent market are requiring that what they buy mirrors their values, so our priority is communicating a positive message that we know will resonates with our consumer.
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A Point of Reference OVERTLY FEMININE
MOODY
STRAIGHTFORWARD
EMOTIVE
OVERTLY MASCULINE
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we are emotive in nature and blur the lines of masculinity and femininity
TRANSPARENT
we are transparent in approach and offer vibrancy and detail
MOODY MINIMAL DESIGN AESTHETICS
MAXIMAL DESIGN AESTHETICS
UN-TRANSPARENT
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A point of Reference
Moody Opponents Stella McCartney British designer Stella McCartney has firmly established herself as a brand which is revolutionising the way the current fashion model exists to save our planet. As well as being a brand recognised as leading the sustainable fashion market, she is a woman who has achieved success in her own right, as a designer and entrepreneur. She is the sort of woman we at Moody champion. Although Stella McCartney offers a similar approach our vibrant design aesthetic and assertive, inspiring and valiant tone of voice is what sets us apart to offer something truly unique. 58.
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Proenza Schouler Founded 16 years ago by duo, Jack McCollough and Lazaro Hernandez, Proenza Schouler can confidently sit in the luxury fashion market retailing vibrant and unconventional designs. Their experimentation with colour, pattern and detail is a true source of inspiration for us at Moody. However, what they boast in vibrancy they lack in transparency, carving a space for us to compete as it is in our soul to be honest about where and what are products are made up of and offer a clear message that prioritises sustainability.
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AMUR Lesser known and one to watch is one of Moodyâ&#x20AC;&#x2122;s closest rivals, New York based luxury fashion brand, AMUR. Like us, they understand the true value of practicing sustainability, which they do by working closely with suppliers to source and produce their fabrics. However, although at first glance we appear similar in nature, we detach ourselves through our bold and brazen personality, challenging the conventional emotions that brands, like AMUR, are known to portray.
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ARJE A relatively new start up, Arje was founded in 2016 by husband and wife Bessie Afnaim Corral and Oliver Corral. A minimalist luxury fashion brand, they define each of their collections as a “Chapter”, aligning with their philosophy that everything is connected. Comparably to us they offer a hybrid of femininity and masculinity and promote gender equality through visual imagery. Yet our vibrancy is what differentiates us, owing to the fact that we cater to Moody women, who desire creativity and colour, that contrasts the seriousness of their professional life.
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MOODY WOMEN 67.
Moody Madeleine, 30, London Living in the city, working in a high-positioned, corporate job, Madeleine is busy. She has more important things to be getting on with than shopping for clothes but values a unique, specific style. Of course, as a Moody woman, she is brand loyal, favouring our valiant tone of voice and unconventional use of colours and patterns. Within the week she is required to wear professional, dull, black suits, so, on the weekends and when travelling tropical destinations, she will only wear garments that reflect her creative and free-spirited personality. An avid Instagram and Pinterest user, she enjoys following accounts that have a positive impact and specific purpose to curate a feed for herself that is mentally and socially beneficial. During this time of uncertainty she enjoys voicing her own opinion so uses Instagram captions and interacting with online movements to do so. Madeleine is intelligent and incredibly socially aware, as a result she intentionally seeks brand that align with her values. She desires brands that speak to her as a savvy and intelligent women and rejects brands that communicate traditionally stereotypical gender conventions. Although she has money to spend, she intends to spend it wisely!
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Trust
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Mad Matilda, New York, 35 Mad Matilda is eclectic, impulsive and lives an urban lifestyle. With less money to spend than Moody Madeleine, she shops with us irregularly but not un-often. She purchases with us when she has worked hard and wants to treat herself, or as an impulse, spur of the moment decision, because thatâ&#x20AC;&#x2122;s the kind of person she is.
Spontaneity
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Matilda is creative and working as a successful free-lance artist. She tends to wear Moody garments to social events, such as art exhibitions, so that she can tell all her friends, when they ask, that itâ&#x20AC;&#x2122;s a Moody piece!
Mindful Mia, Brighton, 25 Mindful Mia is our most infrequent purchaser and has the least money to spend, however she is important to us, because, like us, she has strong values when it comes to being ethically and sustainably responsible. She has a small capsule wardrobe as she doesnâ&#x20AC;&#x2122;t believe in the over consumption of clothing and considers it one of the main causes for the worryingly high levels of waste. With this in mind she is willing to spend that little bit extra on timeless pieces that she knows sheâ&#x20AC;&#x2122;ll have for years. Having only recently finished university, working a post-grad job, she has a new found financial independence and therefore wants her shopping habits to back her beliefs, owing to her yearning for a greater purpose. Shopping with us enables her to do so.
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Concern
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LET'S SHOP 75.
An Offering Moodyâ&#x20AC;&#x2122;s debut collection, Country-side destruction, will launch for spring/summer 20/20 and will be made up of 16 exquisite pieces. By offering relaxed styles, using masculine, sports-wear silhouettes contrasted with flamboyant and vibrant details, our collection was made for accomplished and driven women, like you. Country-side destruction enables you to reflect your free-spirit and bold nature, outside of the office. The collection boasts a varied range of outer-wear pieces, ideal for those British summer evenings, when the sun goes in and the moon comes up. You will also have the choice of an eclectic mix of tops and bottoms, which can all work cohesively together. The dress and jumpsuit will be stand-out pieces in your capsule holiday wardrobe, perfect for your next holiday to a tropical destination or a busy and bustling city.
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LET'S CONNECT 79.
Shop & Discover
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Get Social YOUâ&#x20AC;&#x2122;LL CATCH US ON...
3 .6k
13.2k
10
MOODY 15.4K Subscribers
Videos
MOODY 14.5K Views 1 Month ago
MOODY
FOLLOW
@moodygarments
SUBSCRIBE
MOODY
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PIN
Moodygarments
A Physical Attraction Having a physical presence is integral to us at Moody so that we can create a deeper connection and get to know one another. Alongside launching online we will also be launching a concession within Selfridges, London. Being visible in one of the most successful, luxury department stores in the UK will be an ideal way to create exposure and consumer awareness, directly to you incredible women and gain traction from the get-go.
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MOODY
APPROACHING... 84.
Y
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LET'S
GETMOODY
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With Moody fast approaching weâ&#x20AC;&#x2122;ve devised a cunning 12 month plan, which fits the mood perfectly, for you. To make sure our launch year is a seamless and distinct expression of who we are, a combination of online and offline channels have been developed to enable us to connect and deliver to you. The next twelve months will be comprised into three phases to help us reach our goals.
PHASE 1: Build awareness, create hype, build social media following PHASE 2: Launch our debut collection and drive sales PHASE 3: Maintain consumers attention, engage and interact 87.
One man's trash is another man's treasure PHASE 1 What?
In order to get Moody under all the right peopleâ&#x20AC;&#x2122;s radar A PR event will kick things off. This wont just be any old PR event, we will hold an exclusive clothing swap party, where invited influencers and celebrities will attend with unwanted clothing, which they will swap and share with other attendees!
@oenone
Where?
Dirty Bones, Shoreditch The exclusive event will be held in trendy Shoreditch, within a vibrant and buzzy bar, an ideal setting for our guests to mingle, swap clothes, share stories and post-content
@pandorasykes & @dollyalderton
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@confetticrowd
Who?
An exclusive guest list of well-known, intelligent and highly influential women, whoâ&#x20AC;&#x2122;s values align with ours will attend.
Why?
Launching Moody with a unique PR event will generate instant exposure, predominantly through online content, posted by our highly followed guests on the night. Reviews and articles written by journalists for established publications after the event will also help to gain momentum. Through this we will begin to build awareness and a social media following. The event will immediately communicate one of our primary brand messages, taking action to prevent throw-away culture so that we can help to protect our planet, illustrating we are a brand with greater motive.
@venetiafalconer
Content will be produced for:
@chessieking 89.
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Take a break and #getmoody PHASE 1 continued... What? The concept is a multi-sensory, outdoor pop-up experience, to offer busy females an escape on their lunch-break.
Where? Canary Wharf, London As a brand targeting affluent millennials with high pressure, corporate jobs, Canary Wharf will be the perfect setting to reach them and encourage them to #getMoody
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content will be produced for:
Purpose: The idea is to build awareness directly to our target market and create excitement and engagement around the brand by offering something unique that aligns with our brand values.
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WHATâ&#x20AC;&#x2122;S INCLUDED - Mindful meditation - Art classes - A variety of teas, coffee and cake - Topical discussions, exploring the various moods and emotions we feel and relevant feminist and environmental subjects - A small exclusive offering of the new collection, and a chance to try the collection on
Collection launch Phase 2 #Getmoody Instagram campaign - collection launch
What? Country-side Destruction, Moody's debut collection, will be launched on Instagram with a selection of images and videos from the official collection shoot. Prior to the launch sneak previews will be shown of the garments, only sharing close up shots of patterns and details to create anticipation. The collection will be launched by sharing one new outfit for 6 consecutive days. As each outfit is named after a specific mood, the mood in question will be discussed within the caption and followers will be directed to our bio to purchase said outfit. The following week, after the initial collection launch, a select group of relevant influencers will be gifted with a garment of their choice, which they will then share on their socials of them wearing it. When gifting the influencers they will be sent a package with a message, asking, â&#x20AC;&#x2DC;why do you #getMoody?â&#x20AC;&#x2122; Which we will encourage them to share their response on their Instagram stories, and ask back to their following why they #getMoody. By accompanying our memorable hashtag with a question it will encourage engagement to get our name out there. 94.
moodygarments
moodygarments
SCAN HERE TO VIEW OUR LIVE INSTAGRAM 95.
SOURCING OUR DENIM | MOODY MANUFACTURES Y
MOODY MOODY
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Moody manufactures PHASE 2 CONTINUED... Youtube Following from the Instagram campaign a Youtube series will launch. The series will explore the production of the Moody collection: Looking at where the fabrics are sourced, how the denim is recycled and frank and honest interviews with Emily herself, to give an insight into her sources of inspiration, getting to know her as a person and an open review of how she found the entire process. Offering a personal insight from Emilyâ&#x20AC;&#x2122;s standpoint will evoke a personal connection between Emily and our consumer. Additionally, it aligns with one of our main values of transparency, ensuring we stand by our principles.
Pinterest To invoke complete transparency Pinterest boards will be shared which uncover our entire design process, from sustainable fabric sourcing to the exploration of male work-wear silhouettes. This allows our consumer to distinctly visualise the meaning and inspiration behind the designs and delve deeper into the mind of Moody. 97.
Podcast series - Why We’re Moody A podcast series, which will consist of one regular female host and two new interesting female guests, will run to open up a discussion on a broad range of issues. They will literally be discussing why they’re Moody! The podcast will cover topics like catcalling, slut shaming, tampon tax, fast fashion brands unethical behaviour, contrasted with happier subjects like the body-positive movement and looking at how far we’ve come as women in 2019. The series will last for 10 weeks, with one episode a week, which will also be filmed for our Youtube channel. Listeners will be asked to respond, using our ‘Get in Touch’ feature on our website, to join in the discussion, engage with our brand and directly navigate them towards our online-shop.
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WHY WE’RE
MOOD OODYY M
Eonone and Venetia Falconer
Why We’re Moody
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PHASE 1 Comms
AUG
PHASE 2
SEPT OCT NOV DEC JAN FEB
MAR APR
PHASE 3 MAY
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PR Event Pop-up Instagram Youtube Pinterest Podcast
A Journey to Success 100.
Our detailed communication plan will ensure that our launch into the fashion atmosphere will be a success. This critical path represents our seamless strategy across a twelve-month period from August 2019 to July 2020. We have implemented one-off channels through exclusive events, combined with channels running continually throughout the entire year to entice you and maintain your interest.
The Future and Beyond... To progress we must think to the future. Once we have firmly established ourselves in the luxury womenâ&#x20AC;&#x2122;s wear market we have every intention of launching our very own physical store so that we can truly connect with you. We also intend to expand our product range so that we can offer you lounge-wear for those cosy nights in and long-haul flights. We cannot be stagnant, we must keep moving.
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Moody women are intelligent, fearless and they stand up for what they believe in
Emily Moody 103.
MOODY