LuxFORWARD where
Luxury meets Sustainability
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Nathalie Larsson
Coursework 3 Editorial PlatformProject Report 30% BA Fashion Marketing and Communication Level 5, 2017-2018 Module Title: 5FAMK005C Communication Techniques and Strategy 2 Subject Coursework: CWK3 Teacher: Jamie Romeu
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Inspiration is Our Passion
We hope you will feel creatively energised every time you open this book TABLE OF CONTENT Introduction Brand promise Target The Beautiful business issue Strategic Markets Objectives Presentation of editorial platform Budget Conclusion Trends Creative concept Creative Direction Event Production Event communication Sponsoring Budget
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Introduction We live in a capricious world and the last years has been a great example of how unpredictable life can be in terms of the changes on our planet earth. The world is impacted by decreasing natural resources and an increasing population. This has in turn impacted people’s outlook on life and we can understand their tone of voice is innovative and this have made them develop a new path to follow of living a sustainable lifestyle. Our passion is to inspire people in a creative and exclusive way, changing the perception of sustainability. We have scouted the world to find the most surprising, curious and exiting information to create an inspiring rich content that will help you identify rich territories where luxury meets sustainability. We will go in depth within these factors, LuxForward have created a combined effort to find the best communication and strategic market ways to create We hope our work will be great source of energy and inspiration. Happy reading!
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LUX FORWARD
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Brand Promise “Encourage and communicate in an H2H way, conveying the message that sustainability is a part of an lifestyle that can be luxurious and include bespoke exclusivity and excellent quality.�
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Inspiring *
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Encouraging, original, Exclusive
In the Know
Up To Date, Helpful, Aware
* Eco-friendly
Sustainable, Caring, Desirer of Helping Others
* Service Minded Helpful, Problem Salver
* 10
50-75 years
PRIMARY TARGET “The Green Spenders”
High wealth and stable lifestyle Keeps up with new trends and invests in high luxury goods Have a luxury travel style and loves to get to know new cultures and explore new places around the world. Gives money to charity Have a desirer of finding more luxury sustainable brands They prefer to invest in statement goods that offers high quality, long lasting, and are made of excellent materials.
24-50 years
SECONDARY TARGET “The Status seekers”
Incomes $250,000 and $500,000 a year Big amount of wealth inherited or earned in a young age, don’t know what to invest money on Value others opinions and showing high status through purchasing luxury goods Adaptable and fast-moving Desire to spend more on dining out and entertainment Go online to purchase almost everything “Millennials are twice as likely to support brands with strong management of environmental and social issues, and expect brands to not only manage their impact but communicate it,” says Diana Verde Nieto.
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The Beautiful Business Issue Today we can see a growing number of luxury spenders with an urging need to be more environmentally friendly or at least to be seen to be, this is the drive and race to be apart of the evolution of sustainable luxury business today. We aim to meet and inspire the needs and desire of today’s market by giving our potential clients the ultimate experience where luxury meets sustainability. The essence of LuxForward is to lead the way and encourage our audience to become sustainable luxury spenders, allowing our status seeking customers to fine navigate the new luxury eco-friendly market and advance global environmental responsibilities. The LuxForward business platform will be in the context of addressing the immediate impact caused and introducing remedies to offset them, also members can expect to be part of a international long-term sharing solutions for living a sustainable fashionable luxury lifestyle. Our methodology of this editorial platform is to create the future of sustainable luxury and become the new generation of luxury eco spenders .
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Strategic Markets
LuxForward key market is Europe, mainly targeting countries that are more environmentally aware and that have strong performing economies, combined with a growing number of high earnings individuals that enjoy an exclusive luxury lifestyle, also these countries encourage eco friendly living and international sustainability creating room for eco friendly luxury sustainable business like this one. Main Target Countries:
Sweden Switzerland Uk Irland Norway Iceland France Italy Finland Denmark Luxemburg 13
Objectives
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Launch the editorial platforms Change the perception of wasteful luxury to sustainable luxury Communicate the total lifestyle of LuxForward Create awareness and receive earned media Achieve high sales and generate new subscribers Generate opinion Create content that makes people think, marketing/communication 4.0 Attract VIC and VIP Create and emotional connection, H2H with the target audience
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LUXFORWARD LuxForward will give the reader an exceptional experience above and beyond the norm with a unique look into the essence of luxury lifestyle sustainability. Connecting with the reader is on a personal level with exclusive brands featuring an alternative eco-friendly luxury lifestyle with no limitations. We will provide our audience the inspiration to dream big, spend green and live well without placing our planet or morals at risk. The objective is to inspire and encourage the audience with a tone of voice providing an emotional eco-friendly approach of rightness, exclusiveness and luxury with accountability. LuxForward purpose is to guide the new generation of luxury spenders and create a new trend of green luxury spenders, providing our readers the ultimate knowledge and experience in sustainable luxury travel, fashion, food, technologies and transport. We will provide the latest news from the field as well as exclusive content and some interviews with known celebrities and influential business figures.
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Trends LuxForward value derives from always being in the know of new trends and market developments, it is important to be in the know of new trends and follow what is happening in the fast changing industry. We have chosen to concentrate and go into depth with the trends that we believe Contribute more to the society.
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Technology We live in a world where everything is impacted by technology, every day there is an endless need of being updated by technological devices and applications. The constant development today is moving rapidly and the truth of the matter is that most consumers will soon be unable, too busy or uninterested of keeping up to date with all the latest technological improvements that can have a positive impact on our lives. Taking technology to the next level and focus on the demands of humans in today market, there are technologies that takes us very close to reality and connects us with real / virtual realities, these go beyond the hype VR, AR, AI, IoT and 3D printing.
These new technological trends have even been spotted on the catwalks this year and have really brought us to a new visual dimension. Dolce Gabana, started their runway with drones presenting the new handbags of the F/W collection of 2018. This gives us an example of how to implement technology as part of the event industry. Another brand showing this trend was Philipp Plein that opened their F/W 2018 collection with a robot walking hand in hand with the model Adriana Lima down the runway.
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Moving people forward Showing diversity is a trend based on brands showing models not based on gender or sexual orientation. One brand presenting this trend is the Swedish company Daisy Grace ” created by Hanna Widell and Amanda Schulman, famous for their success within the fashion and beauty industry in the Nordic countries. The launching event of the new Swedish magazine “The Routine. The new magazine was launched in Stockholm at Riksarkivet and during the dinner event, the new clothing line “After Dark” of Dacy Grace (also owned by Hanna and Amanda) was presented worn by Sweden’s most famous drag queens.
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The owners wanted the new collection to represent respect and love for all, no matter who you are from the outside. Another brand presenting this trend was Burberry F/W 2018 ready to wear show representing the feature of diversity. Men and women mixed walking down the runway at London fashion week dressed in the colours of the Pride flag. The designer of Burberry, Christopher Bailey named the collection Time: It was “about the past, present, and future” of Burberry. (Vogue.com, Burberry Spring ready-to-wear, 2018)
The ones that give back Manny brands of today are creating big charity events to remain the image of high status and luxury. This is a way for the luxury brands to show generosity, HtoH and sympathy by communicating an image of affording to give. Ralph Lauren created the Pink Pony Fund to help support breast cancer awareness programs by giving 25% of the purchase price of any apparel or accessories to programs that supports cancer.
Showing their support by having a luxurious charity event and also having a #PinkPony event in Central Park where the employees came together in support of Ralph Lauren´s fight against cancer. Another designer showing this trend is Donatella Versace supports the Starlight Children Foundation and the One Foundation to better the lives of children in need. (business2community.com, 2018)
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Go Green Today consumers are becoming more and more aware of the environmental issues and the direct impact luxury products they are purchasing are having on the environment, a new and growing trend for luxury products comes with not only the expectation of fabulous looks and high quality produce, but also the need for environmental responsible forward thinking and having the sustainability of our planet in mind. Luxury brands of today have started emphasize and focus on long term solutions of production and manufacturing with reducing or offsetting their own carbon footprint. One of the luxury brands leading the evolution of sustainability products today is Stella Mcney, they have been focusing in eco-friendly materials and long-term sustainability solutions without compromising quality. We can see how Stella Mccartney implemented this global trend during the London Fashion week where the brand turned the red carpet green to show support for sustainable fashion. (kering.com, 2014)
“IT IS POSSIBLE TO CREATE AND DELIVER BEAUTIFUL, LUXURIOUS EVENINGWEAR CAUSING LITTLE TO NO HARM TO THE ENVIRONMENT.�
-Stella Mccartney
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From B2B to B2C H2H has the meaning of human to human where each individual preference feeling unique and special and be served as such. The desire of feeling understood and to be seen as an individual has today become a need where consumers can express their personal identity. This is a trend that’s has evolved revolutionary and we can detect many brands that has implemented the idea of personalizing their consumers. We can today see a new trend within event of having bespoke cocktail companies serving at their event. So when ordering a drink it becomes an experiential element that is connected with the theme of the event. An example is the well known bespoke cocktail company, Mix and Muddle. That for a dinner hosted by Asada, created a mini ‘palette preparer’ cocktails, served before each course to set up the palette.” (mixandmuddle.com, 2018)
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Status seeking In the consumer society people express much of their social status through purchasing luxury goods. We are longing after feeling approved by the society and give the statement of who I am as what I have. Companies are implementing this trend by having high luxury products showed or served at the event as their technical sponsors.
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Memorable moments of truth Today when our consumers are invited to an event they don’t just desiere an unique experience they now expect it. This is an important need event creators are meeting by providing unique, intimate and memorable location. According to eventbrite.com demand for nontraditional spaces has grown by 3.8% in 2017 alone. (eventbrite.com,2017) An example of a nontraditional venue was when Eventful Conferences held their event in New York´s oldest bank vault, in house of Blues (eventbrite.com, 2017). The objective with having a nontraditional venue is to create the wow effect and its therefore expected to encourage the audience to share the moment on social medias.
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Real-time excitement To create engagement with the audience during the event will give us a opportunity of our audience to share the event on social media for us to receive earned media and awareness. This can be created by having interactive games or competitions at the event, that will give our consumers excitement and encourage them to share their emotional experience on social medias. Live Streaming your event can also create interaction and expands your audience beyond the ones that physically attending the event. Another example given during event can be social media walls, where the audience will be encouraged to post a picture on instagram with the hashtag of the event, which then directly will be showed on a big screen, by this action we will generate real-time excitement.
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Event Concept Spend green stay clean
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Spend green stay clean LuxForward means forward thinking innovation within the sustainable luxury sector, creating a new generation of green spenders allowing luxury lifestyle to continue with embracing the current eco friendly market trends. We want to reach out to luxury spenders and help them become green spenders, we will make them aware of the impact on the environment, we will facilitate and allow them to reduce and offset their carbon footprint. “Spend Green Stay Clean” is a concept where we will engage our audience by giving them the unexpected “wow effect” of sustainable luxury.
Inform, educate and inspire people about the different ways they can continue with their luxury lifestyle but at the same time helping and improving our environment and reducing any negative impact caused from luxury spending. The event will convey how sustainable luxury can become your lifestyle with the right tools and a few simple choices, this will be created by connecting with the core audience in an emotional way through an H2H prospective. 31
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Spend green stay clean Spend green stay clean
To make sure we will connect the best way with our target audience we present two approaches of “Spend Green Stay Clean”, in which the consumer will be able to choose between “Let’s go back” and “Planet B”. Both directions have Monaco as a location to create a luxurious feeling with a positive sustainable atmosphere.
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Creative Direction
01 Lets Go Back
Taking people on an emotional journey getting them to understand how much damage is being caused in the past and present, connect with the customers in an emotional way to convince them to be eco friendly luxury spenders and get people to agree to offset carbon emissions from an emotional standpoint and show them the world’s leading sustainable luxury fashion brands already helping the environment today.
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LETS GO BACK
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PLAN-ET B
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Creative Direction
02 Plan-et B
Plan-et B is a mixture of two concepts, the word makes reffernes of a new opportunity and solution for the planet that we are destroying now. By providing people an easy prospective
-“we take you there”
Presenting a positive and easy accessible approach of how to allow people to continue being high spenders and at the same time turning them into green spenders. Making sure our clients don’t have a negative impact on the environment with their luxury spending. This will be accomplished by providing up to date knowledge about making more eco friendly luxury purchases in an positive tone of voice while we make sure to look after their offsetting of carbon emissions and certifications. Giving them the new perception that sustainability is something easy.
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Change the way you look at things And the things you look at change 39
Luxury Transport Brands that LuxForward represents through the CLUB and that has advertising in the online issue will be showcasing their products BMW i8 Filippetti Yacht Gatsby Volocopter
Fashion Sustainable brands that advertise in LuxForward within fashion of jewelry, watches and apparels will display their products Viktor & Rolf Couture Jaeger-LeCoultre Speech given by CEO of Tiffany, Alessandro Bogliolo Stella Mccartney showcasing apparels on models
Travel Showcasing luxury sustainable travel destinations and hotels in Europe Green House in the UK Whitepod in Switzerland Hi hotel in France
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PLAN-ET B
Celebrities Top celebrity representing the image and perception LuxForward want to convey will attend the event The designer Stella Mccartney will be there giving style and fashion tips Surprise of world known celebrity chef Jamie Oliver
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EVENT PRODUCTION
PLAN-ET B
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WHEN Saturday the 21st of April Launching event LuxForward magazine will be launched at the official event on the 21th of april. This date is specifically chosen because the annual Top Marques fair in Monaco is held during the dates of 19th- 22nd April. Top Marques is an annual event where high luxury brands comes together to exhibit the latest news of the luxury industry. This is an event that attracts our primary and secondary target and this is a way for us to connect with both of them while they are in a good mood and open for new impressions.
WHERE Monte-Carlo Bay Hotel & Resort - Monaco To choose the right location is very important in order to create a memorable event. The luxurious Monte-Carlo Bay hotel is located in the heart of Monaco with a view over the horizon nestled between sea and mountains, where our spirit meets their style. Apart from being one of Monaco´s most exclusive hotels, Monte-Carlo Bay has also establishments in the Principality of Monaco the Green Globe certification. By the fact they are working towards a sustainable development makes them the perfect venue for the launching of LuxForward.
WHY LuxForward has a very niche market and its important to value our clients lifestyle to reach not only a few, but the total number audience. It’s important for us to reach high profile clients, that has the ability to influence and encourage trends in other people. Our goal with launching event is to introduce people to a world where luxury spenders can experience the possibilities in being a luxury green spender. Monaco is about money and luxury some of the the richest, wealthiest, entrepreneurs and most successful people on the planet, celebrities, sportsmans alike reside there, its is a vibrant lively place full of beautiful views and many opportunities.
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WHO The venue can take up to 340 people but to keep the event within the luxury frames, 200 well chosen potential clients will be invited. People will be such as: target audience Audience from Top Marques fair Press Opinion leaders Celebrities
THE WOW LuxForward will have the strategic partner, Volocopter introducing the upcoming trend of technology “The Taxi Drone� that is the new sustainable way of traveling by flying with the help of electricity. The strategy behind this partnership is for both partners to reach endorsement and high media coverage. LuxForward will generate an high excitement as the future of green luxury travel and an future exclusive availability of technology. We are representing the un-accessible luxury by showing the public the direction we are going towards. The Volocopter will be discovered exclusively and presented during the event.
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PLAN-ET B
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Carbon Footprint With carbon footprint we will be Investing in high quality international carbon reduction projects, making our business and our customers luxury expenses carbon neutral and achieving our goals. Many of the available carbon offsetting projects also help provide some additional benefits such as further education, biodiversity, new jobs, clean drinking water and food with a health & well-being factor in developing countries. This charity has been chosen because it is the core reason for our business model operating a carbon neutral business and educating our customers to do the same with their luxury lifestyles changing them from savvy spenders to green suspenders with a neutral carbon footprint. (carbonfootprint.com, 2018)
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Carbon Footprint “Lets give back”
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Actions
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01.
The first hours of the event will be exclusively for press only. A press release followed by a walk around the venue, once guests start arriving press can only take photos on the red carpet, press are not allowed to take pictures inside the event, there will be an event photographer taking photos and videos of the event to keep the exclusivity of the event.
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A ticket based on a competition where everyone that comes to the event buys a ticket with a prices guyed of 100€ or more. The price money will completely go to our chosen charity and the winner will receive two nights on the sustainable yhat Filippetti with 15 available destinations to choose from. The winner raffle ticket number will be a announced in the end of the event with a drone delivering the evenlode with the price to the lucky winner in the crowd.
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According to eventbrite.com “there’s a more strategic reason to offer food at your festival: 84% of food festival-goers are likely to post pictures of food while at an event.” By this fact it’s likely the audience share a post not only on festivals but on an luxury events also. To create the wow effect and to generate our audience sharing the event and word of mouth, we have a celebrity chef cooking at the venue. The celebrity we have chosen is Jamie Oliver, he will be a guest at the event and one of the faces of the brand chef will be. As a surprise we will unveil an live cooking station for Jamie Oliver, to cook and serve some of his dishes created with locally sourced ingredients and truffel that the audience can try. 49
Actions
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Speech given by CEO of Tiffany, Alessandro Bogliolo about the new generation of sustainability combined with luxury jewellery. He will reach out and inspire our clients way of thinking in an ever changing world market and environmental challenges faced by our planet today.
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A bar station with ipads allowing customers the exclusive experience of choosing their own personalized drink from start to finish, with the type of glass, the size of the ice the decorations and additional fruits and props. To demonstrate the amount of flexibility our butler service provide emphasising the no limitation factor. The client will be given a drink ticket to take to the bar where the drink will already be created by one of the bartenders dressed in the same way as the butler.
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Stella Mccartney is one of our main fashion brands representing the image LuxForward wants to represent and convey. Therefore we will represent their approach of sustainability of turning the red carpet into a green carpet. The entrance of the event will be covered in flowers and green leafs with a fragrance of Stella Mccartney’s Nude perfume with mixed smells of rose, floral and fresh citrus. We will have the privilege of displaying Stella Mccartney´s latest collection of F/W 18 on live models walking a catwalk. There will also be a Stella Mccartney both at the event where the clients will have the opportunity to buy the new collection where 30% of the price will go directly to charity. This is a way to give our clients a unique shopping experience with the added knowledge of contributing to a good cause and a well deserved charity organisation.
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References and inspiration
https://www.youtube.com/watch?v=UKCNlgByl8M
https://www.youtube.com/watch?v=SY9UBsBOsTQ 52
https://www.youtube.com/watch?v=ROJ76foyihs
https://www.youtube.com/watch?v=iZBICuBlh5Q
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Filippetti Yacht
Ocean
Swimming Pool
Presentation of Travels
Ocean
Stage for speaches
social media wall
BMW i8
Brige Stella Mccartney Fashion Show
Display of Volocopter
Tv Screens showcasing the magazine
Mingle area
Bar Elit Vodka
Bar Veuve
Green Carpet with Press
Bar Station with Ipads
Presentation of fashion brands
The Hotel Building
Location and Event Map
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Story Board
1. ONLY PRESS
7. PERSONALIZED BUTLER COCKTAIL
2. “GREEN” RED CARPET
3. WELCOME CHAMPAGNE AND SPEECH FROM LUXFORWARD´S EDITOR IN CHEIF
8. UNVEILING THE VOLOCOPTER
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9. UNVEILING BMW
4. SURPRISE JAMIE OLIVER
W I8
5. STELLA MCCARTNEY FASHION SHOW
10. CEO TIFFANY´S SPEECH
6. LIVE MUSIC FROM BEGINNING TO END
10. WINNER ANNOUNCED WITH DRONE
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Timeline
TEASER
RESOLUTION Monte- Carlo Bay hotel
Send out the Teaser “Zero carbon footprint certificates”
welcome champagne and Personalized butler cocktail
Send out invitations to journalists, influencers and VIP´s
Jamie oliver Cooking
Press release sent out
Stella Mccartney fashion show
Follow up calls and emails
Unveiling new luxury transports, BMW i8 and Volocopter
PR and Media Relations Update on LuxForward Website about the event and start countdown on web and social medias
CEO Tiffany´s speech
Social media competitions Teaser video posted on social medias
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EXPECTED RESULTS FOLLOW UP AND SALES
Video of the event, teaser of video post on instagram with link to website
In our company we not only want to educate and pass on the knowledge of sustainability with luxury living we would also like to learn from our customers and be part of a community were we can further our efforts with any suggestions or investment ideas they might have.
Data on the success of the event (KPI`s, number of attendats of the event)
Generate traffic to LuxForward website
Social media
High Media coverage and Earned Media
Thanking for participations by direct communications, calls and email
Media Coverage and generated social media
Promotion to gain new subscribers Increase the client’s mindset about luxury spending Generate a good client base VIP becomes VIC
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Communication Strategy Pre Event Marketing
Teaser
Invitation
The teaser will create an exiting expectation around the event without giving out all the details. The main objective with the teaser is getting people interested in our brand and to subscribe to our website, in this way even if people invited cannot come to the event we can still gain them as a potential customer. This is going to be achieved by sending out Zero carbon footprint certificates that are personalized. For example: “Mr. xx have a 0 carbon footprint” Welcome to the world of sustainable luxury where you are so close of becoming apart of, become a green spender and a world builder and offset your carbon footprint with the hope to create a world where your children's, children can be proud of.
The invitation will be sent out a few days after the teaser to contain the customers excitement. With the use of the latest technology augmented reality, LuxForwards personalized “Concierge butler” welcomes you to the event (reality magazine, youtube.com, 2011). The invitation will come alive when taking your phone over the paper where the personalised concierge appear´s talking, inviting you to the event. This will give the consumer a taste of what LuxForward has to offer. On the back of the invitation there will be a big clock counting down and eventually showing the date of the event. The clock symbolizes not only the event date but also that the time is now to save our planet. There will be simple guidelines to follow of how to use the augmented reality. After the invitation is sent out confirmation mails and reminder calls will be made to make sure
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Pre Event Marketing Fairs
Social Maedia
Respecting that LuxForward is a new platform on the market, the perfect way how to find new potential customers and leads are by promoting LuxForward at fairs that attracts our targeted audience in order to connect and attract people to invite to the event and build a customer network. Some of the fairs we will be seen at are:
Taking in consideration the age difference of our primary and secondary target we have chosen to communicate through two different social media phats, one inspirational and one informative. We can see the young audience of today’s society on a daily basis using Instagram, and this will be our way to reach them and interact. The objective is to create opinion and engagement with our consumers, therefore we will provide competitions, challenges, live stories and voting on Mystory. On the other hand Facebook and Twitter will be used for our older target, this is where we will be more sophisticated, providing informative information about news of Luxforward and news about the luxury sustainable market. To make sure that we reach our total target audience a countdown of the launching event will be displayed on the website and on all our social media channels.
TopMarcues DeLUXE the Sustainable Luxury Fair Luxury & Yachts World Royal
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During Event Press and Journalists
Reversed marketing
Press and journalists will be allowed only on the green carpet, inside the event LuxForwards own photographers will be the once taking pictures and videos, this is in respect of privacy with our VIP´s and VIC´s. Our instagram account will be updated at all time during the event with posts and insta story, we will take in consideration our clients privacy and therefore ask for confirmation when posting pictures of VIP or VIC on social media platforms.
There will be a competition of winning to fly the “Taxi Drone” Volocopter, where people have to put their business cards, with the trustworthiness that we will not be sharing or selling the clients details to any third part. “we don't share or sell our customer data with any other company we keep our customers data secure for only use it within our business” this is a way to generate a good client base and trustworthiness with our clients.
Social media walls
Tv Screens showcasing the magazines
Creating engagement with our clients a Social media wall will be available where the audience can post pictures with the hashtag #luxforward and pop up on the tv screens, this creates interaction and visibility and will generate real time excitement.
At the entry of the event there will be Tv screens displaying slides of the magazine, the tv screens has been positioned where the fashion show will be showned and to make sure to gain the most press coverage. The Club service will be showcased at the concierge bartenders station where the guests can get a taste of LuxForward.
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Post Event
Newsletter and Client Service
Social Maedia Follow up
LuxForward main objective in a long term is to create customer loyalty, this is created by providing superior customer service and having a strong brand identity. Therefor a personalized newsletters will be sent out every week after the event to the emails we collected during the competition of the event. The newsletter will contain a thank you letter for attending the event and news, campaign, competitions, special editions and registration details. Pictures of the event will be sent out together with the newsletter and to chosen press. We will also send out newsletters to the VIP´s and VIC´s assistans to make sure our audience get our communication. Our customer service will also be open 24h every day for our clients to call or contact us through. The video of the event will be officially posted on website a few days after the event.
One of LuxForward´s main objectives is to acquire worm customers, this is a way for us to earn earned content and be recommended the ultimate objective is to get our audience to feel apart of our community and defend the brand. Therefore the share of voice hopefully will be interactive and full of conversation drivers. LuxForward will be using transmedia by using different social medias to reach out both of our targets and we will be communicating the same message. This way we will be interacting with our readers and we will drive them to read further through the magazine. We will continue having competitions and post pictures from the event.
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Time Line
February
March
Reserve the venue and catering, Monte-Carlo Bay Hotel & Resort for the 21th of April
Send out Teaser “Zero carbon footprint certificates� Social Media Campaign begins (countdown, videos, pictures)
Talk with sponsors Volocopter, Filippetti Yacht Gatsby, BMW i8, Elit vodka Veuve Clicquot
Send out Invitation Send out Press release Follow-up calls and emails
Talk with Carbon Footprint Organisation
Network at sustainable luxury Fairs
Talk with Stella McCartney, models, stylist, makeup and hair for availability
Arrange DJ and lighting Book event equipment
Book Jamie Oliver
Calendar
Network at sustainable luxury Fairs Record video material for social media Record the material for videos needed for augmented reality invite Website launch
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April
May
Once again follow-up calls and emails
Newsletter and thank you calls, emails to clients and sponsors
Update on LuxForwards website about the event
Social media follow up
LuxForward team travel to Monaco for preparations
Release of Event video on website and link on social medias
The Launching Event
KPI´s (number of attendants) Media coverage from press
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Sponsorships strategic partner Volocopter
Main Sponsor Stella McCartney
Commercial sponsors
Stolichnaya Elit Vodka
Veuve Clicquot 70
Tiffany
Technical sponsors
BMW i8
Filippetti Yacht Gatsby
Viktor & Rolf Couture
Jaeger-LeCoultre
Green House in the UK
Whitepod in Switzerland
Hi hotel in France 71
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Budget
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Stella McCartney LuxFORWARD
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Table of content Introduction Stella McCartney x LuxForward Objectives Historical Timeline of Brand The Brand Collections Fashion Shows Venue Stella McCartney Events Fashion Show Trends The Designer The Collection and key pices Creative Concept Venue Collection Presentation Styling and Make up Activities Guest List and Invitation Sponsoring Other Activities Calendar Budget Conclusion
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Introduction In order to positionate and promote the editorial platform within the luxury sustainable segment a collaboration with the world known and already well established fashion brand, Stella McCartney will be made. This is an effective solution for LuxForrward to create a strong brand image and the right exclusive perception of of the platform. One of the main points to take in consideration is to promote the editorial platform, LuxForward and to achieve traffic to the fashion brand, Stella McCartney. These are great adapting points for this project and when creating brand awareness and recognition for the brands. We will go in depth within these factors where LuxForward and Stella McCartney will create combined effort to find the best communication strategies. 78
Stella McCartney x LuxForward Stella Mccartney, the brand that is bringing the fashion business forward, and into a future of what fashion will look like in a close future. Each decision made by the brand is a symbol of their commitment of making the world a “greener” place and still maintaining the luxury feeling of their products. As well as LuxForward, Stella Mccartney believe in respecting the environment and working together with its resources instead of against it. Stella Mccartney are presenting the same brand image and tone of voice as LuxForward wants to convey, of making “the easy” possible, to be eco friendly in a effortless way for the consumers. The brand mission statement is “We are committed to operating a modern and responsible business”. (Stellamccartney.com, 2018) As well as LuxForward is the brand taking it´s responsibility for contributing to a better environment. Both companies works for moving the fashion industry forward and giving people the new approach of sustainability.
“We are agents of change. We challenge and push boundaries to make luxurious products in a way that is fit for the world we live in today and the future: beautiful and sustainable. No compromises.” -StellaMccartney.com, 2018
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LuxForward Objectives
Stella McCartney Objectives
Promote LuxForward and establish a good brand image
Present and promote the Resort 16 Collection
Change the perception of sustainability into luxury
Increase Client base Connect with VIC´s
Create awareness and recognition Connect with the audience of Stella Mccartney and LuxForward Attract brand awareness within the luxury fashion industry
Objective´s
Communicate the total lifestyle of LuxForward Achieve high sales and promotions Establish a wide target market
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Generate high traffic to website and stores Create awareness and receive earned media Achieve high sales, online and to Stella Mccartney stores
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Historical Timeline: Brand Best Designer of the year, The Elle style award
Woman of the year, Organic Style, New York
Founded by Stella Mccartney
2002 2001
Adidas x Stella Mccartney launched
Launched About Stella campaign with illustrations by David Remfry
Collab with H&M sold out
Elle style Awards, Style Icon. Collaborated with artist Gary Hume in handmade T-shirts
Launched capsule collection for Barneys, New York
2006
2004 2003
Launched firstluxury skincare, Care
2005
Best Designer of the year, Designed costumes for Madonna´s Reinvention tour
Best Design of the year, Spanish Elle awards.
Red Carpet Award, The british fashion council, London.
Launched a one-off travel collection with LeSportsac
Created costumes for New York´s Ballet
2008 2007
Collaborated with artist Jeff Koons
2009
Best Design of the year, Spanish Elle awards. Launched a one-off travel collection with LeSportsac
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2010 2011
Launched jewelry with Disney, in celebration of the movie Alice in Wonderland.
Awarded Brand of the Year at the British Fashion Awards. Launched Stellasport, a brand new range in partnership with adidas for action girls.
Best International Designer of the Year, The Elle Style Award, London.
Launched new eyewear licensee partnership with Kering Eyewear.
Conscious Award, H&M & Elle Awards, Stockholm.
2012
2014 2013
design/ brand of the year, British fashion council. Appointed team GB’s Creative Director by adidas for Olympic summer games Brand of the Year, Luxury Briefing Awards, London.
Presented with Special Recognition Award for Innovation at the Fashion Awards.
2016 2015
2018 2017
Launched Maleficent by Stella McCartney Kids Capsule Collection.
First Menswear Collection launch for Spring 2017. Launched first complete swim collection combining style with functionality and fit.
Launched the 2014 London Stella McCartney Green Carpet Collection, a sustainable eveningwear collection.
Launched the new fragrance POP; the scent for a new generation of women.
Joined the Jaguar FEEL XE campaign
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Honoured with the Humanitarian Award at David Lynch Foundation Annual ‘Women of Vision’ luncheon to benefit the Women’s Health Initiative in New York.
The Brand Stella Mccartney launched her own fashion house under her own name in 2001 in a partnership with the fashion group Kering. Giving a tone of voice of animal friendly, nature and eco does she mix and match the word sustainability with a feeling of luxury in her own creative way. Stella Mccartney is a fashion house that offers exclusive designs of apparel, accessories, fragrance and kidswear for both men and women in sustainable materials without the use of fur or leather. She has a reputation of sharp tailoring and her designs speaks of sexy femininity with natural confidence. The brand has a modern approach to the fashion industry and is always moving forward giving an perception that quality and exclusivity can be presented in sustainable materials. “Stella Mccartney is committed to ethical values, and believes the company is responsible for the resources it uses and the impact it has on the environment.” (kering.com, 2018) The brand operates today 51 free standing stores in locations all over the world and her collections are now distributed in over 77 countries trough 863 doors including department stores.
“everyone can do simple things to make a difference, and every little bit really does count”
-Stella Mccartney
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Modern Eco friendly Sensual and Sexy Edigness Genuine Masculinity with Femininity Honest and Responsible 87
Confident
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Collections
The Fall/ Winter 2018 collection of Stella Mccartney was shown during Paris Fashion week designed by the one and only Stella Mccartney. Her approach to sustainability has reached worldwide, especially her policy of avoiding the use of animal fur or leather is the biggest contribution to the fashion of today. The F/W collection was the perfect mix of chic-comfortable, sneakers matched with suits and long feminine maxi dresses. With sustainability in mind, special designed loop trainer shoes in sustainable materials and special made stitchings to avoid the use of harmful glue. Another eco-friendly apparel spotted on the catwalk, was her “fur free furs� in colours as gray and castanye brown. It was the first year Stella Mccartney combined showing women's wear with the one year old men's collection on the runway.
Fall Winter 18
Designer: Stella McCartney Fashion Editor/Stylist: Jane How Hair Stylist: Eugene Souleiman Makeup Artist: Pat McGrath Casting Director: James Scully
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Collections
In the Spring Summer collection of 2018 was volume the word of mouth, with long taffeta skirts and blue denim jackets with huge over sized arms. A contrast from her last collection that offered strait and masculine lines but both collections named the same deliberate message of optimism and women empowerment. The spring/ summer collection was in bright colours such as blue, white and green shown with feminine lines in details of a highlighted waist and long sleeves. Stella Mccartney gave many women straightforward series of wardrobe suggestions for the summer of 2018. “Exploring classic tailoring and signature silhouettes…A joyful exploration of British style,” she wrote in her program notes. (wwd.com, 2018)
Spring Summer 18
Designer: Stella McCartney Fashion Editor/Stylist: Jane How Makeup Artist: Pat McGrath Casting Director: James Scully
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Fashion Shows
Fall / Winter 2018 Ready-To-Wear
Spring / Summer 2018 Ready-To-Wear
Location: Paris, Palais Garnier
Location: Paris, Palais Garnier
Shiny Floors
White floors
Collection by: Stella McCartney
Collection by: Stella McCartney
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Fashion Shows
Fall / Winter 2017 Ready-To-Wear
Spring / Summer 2017 Ready-To-Wear
Location: Paris, Palais Garnier
Location: Paris, Palais Garnier
Shiny Floors
White floors
Models dancing togheter in the final
Models dancing togheter in the final
Collection by: Stella McCartney
Collection by: Stella McCartney
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THE VENUE
Palais Garnier During number of occasions, Stella McCartney has used the same location and setting for her show. The location is the famous opera house in Paris, Palais Garnier. The organization of seats, light and catwalk has become the regular type of show for the brand. With marble-slabbed floors, elaborately frescoed ceilings and giant chandeliers takes Stella Mccartney her audience on a journey to dream away in.
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Stella McCartney Event´s
Stella Mccartney make´s fashion fun to be around is one of the brands statement actions. With surprise happenings of models that breaks out in dance routines at the end of her runway show or turning the red carpet green is statement happenings during Stella Mccartney's previous events. Here are some examples of her previous fashion events!
Stella McCartney x Adidas Stella McCartney was one of the first designers to mix luxury with athletic gear, with her collaboration with Adidas from february 2005. (Adidas-group.com, 2006) The collaboration between the two successful brands are ahead of time in many ways, the creative event held in Los Angeles, where models participated different workouts in groups wearing the new SMC collection. McCartney told Vogue Runway: “There’s never been a compromise between what I do in fashion and what I bring to this collaboration.” (Vogue. com, 2017)
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Stella McCartney x Garden Party
Stella McCartney is all about sustainability and being close to nature, therefore the designer hosted several garden parties at the Elizabeth Street Garden in Nolita. Models such as Cara Delevingne and Lorne Michaels attending the parties dressed in the colourful latest resort collections.
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Fashion Show Trends
Royals Walking the Runway
Royal Princess Diana´s 27-year-old niece, Kitty walked the Dolce & Gabbana Runway for their “Secrets & Diamonds” show 2018. Kitty was also the star of Dolce & Gabbana´s Spring/Summer 2018 ad campaign. (harpersbazaar.com, 2018)
Strong Statement´s shown on the Runway The #MeToo movements has moved many industry´s forward during the fall of 2018 and some brands addapted this trend, like Tom Ford. That sent sparkling “Pussy Power” bags and shoes down the runway to show their female empowerment. (harpersbazaar.com, 2018) 98
Models eating while walking the runway
Models ate flamin´ hot Cheetos while walking the runway during New York Fashion Week at Chromat´s fashion show, talk about good marketing for Cheetos. (harpersbazaar.com, 2018)
Models Walking Barefoot
Models during the Jamaican inspired Ralph Lauren´s S/S 18 runway show was walking barefoot. The brand used latest social media trends such as instagram to share several videos showing the inspiration behind the collection: the designers home in Jamaica. (harpersbazaar.com, 2018) 99
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McCartney Fragrance
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objectives of the designer - Introduce the audience to the total lifestyle of sustainable luxury - Reinforce Stella McCartneys vision of a modern and responsible business. - Expand the brand knowledge of a luxury eco-friendly lifestyle
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The Designer
STELLA MCCARTNEY She is known to be one of the most well-known and outspoken fashion designers in the world, with more than 23 years in the business, creating designs Naomi Campbell and Kate Moss worn on the catwalk manny times. Stella Mccartney is the designer that has given the fashion world a new approach on high luxury fashion that is produced without making any harm on the environment. She has given awareness to sustainability, and created a new modern approach that sustainability is something exciting and cool. Her way of mixing eco and luxury goes back to her roots, she was raised on an organic farm at the English countryside by her parents, famous from Beatles Paul and Linda McCartney. Stella
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At the age of 25 Stella was named creative director for Chloé in 1997 and in 2001 she launched her own label and today her name is on perfume, sunglasses, handbags, shoes and apparels. One of her statement pieces is the Falabella handbag and exclusive and luxurious design with a material that looks like real leather, but its not. The brand never used real fur or leather in her designs and nevertheless are her designs less luxurious. She’s working closely with tech companies to develop new high quality fabrics, like synthetic spider silk and materials made from ocean waste. The fashion world calls her approach “the Stella effect” and many brands has adapted after her with using sustainable materials in their designs. (Vogue.com, 2018)
Stella McCartney Resort 2016
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The Collection The chosen collection is the 2016 Resort collection, that really participated to bring out the energetic and sunny side of Stella McCartney. A lineup of vibrant colors in different variations of apparels, clean, sporty and very feminine, perfect for your next getaway on the French Riviera. Tailored long trapeze dresses in colours of the sun, masculine style pantsuits in black and white and sarong knotted sundresses. As vogue described the collection “You couldn’t have found a woman in the crowd who didn’t want to be them, or at least look like that for a night.” (vogue. com, 2015) No catwalk or runway show was prepared to display the collection, instead the annual garden party was held in New York with a Cuban theme at the Elizabeth Street garden. Many of McCartney´s fashionable friends and followers attended the party, such as Cara Delevigne, Miranda Kerr and Alicia Keys.
“This season it’s all about life and color and flowers. There’s a joy to it.” - Stella McCartney (wwd.com, 2015)
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Collection Line up
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colour palette
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Resort
Apparel
Key Pieces / Trends
Statement Pieces
Best sellers 112
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Key Pieces / Trends
Resort
Accessories
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SHOES
Platform loafers Platform loafers, which comes in both neutral leather and a sparkly, tinsel-like material.
Floral Platforms
Black satin pumps
with stitched daisies
BAGS
Bucket bag with a horse detail
Quirky clutches
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The collaboration between Stella McCartney and LuxForward introduces a proposal of a creative concept with a mission to promote and position the Resort collection of 2016 and the editorial platform of LuxForward.
Objectives
Promote the Resort 2016 Collection Promote and position the editorial platform, LuxForward
Creative Concept
Attract new customers worldwide Create and emotional connection, H2H with the target audience Give the total lifestyle of Luxforward x Stella McCartney Generate traffic and interest on LuxForward and Stella Mccartney Explore new ideas and creativity VIP Experience - Create a dream environment Inspirer the audience to use the LuxForward app “The Club� Create a dream environment to make the audience desire to travel
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Creative Concept
Green is the new black The creative concept will be to integrate and inspire the total lifestyle where luxury meets sustainability. Today, when talking about the environment, the focus is put on displaying the past and how much damage we made on our planet over the years. Through the collaboration between Stella McCartney x LuxForward, a new approach will be given, a philosophy of bringing people forward, in their way of thinking and behaving so we bring about change without too much effort from them. The aspiration is to communicate the message “let´s be a part of the solution together”. The same way LuxForward goes together with Stella McCartney, they want to show the audience a forward way of thining “let's go together with us”. By showing people a forward way of spending and living luxuriously while maintaining harmony with the planet, taking away nothing in terms of comfort and enjoyment from our audience. This is a message we want to spread in an innovative and inspiring tone of voice so we can reach as many potential luxury spenders. The focus will be put on “matching our brain with our heart” connecting with the audience emotions, by encouraging compassion with their social and ethical values regarding the earth.
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Green is the new black “let´s be a part of the solution together”
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Green is the new black
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Moodboard: (pintrest.com, 2018)
Inspiration Taking our audience to the nature, without making any harm of the nature
Chanel ss 2018 (youtube.com, 2018)
louis vuitton cruise 2018 (youtube.com, 2018) 122
louis vuitton cruise 2017 (youtube.com, 2017)
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FASHION SHOW ELEMENT The fashion show will be built up of 5 remarkable moments, by playing with emotions, senses and the experience of the display of the collection. Fashion Show Elements, explains all details around the show and answers the questions where, when, why, what and who.
Objectives
Attract buyers and VIC`s Statement a clear message Receive high sales of the collection Emotionally connect with the audience Increase target audience Create brand awareness
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The Venue
La Cité des Sciences et de l’Industrie The creative concept behind the fashion show of Stella McCartney´s is to bring people forward in their way of thinking and acting. Therefore, Stella McCartney will trade New York to Paris for the display of the collection, Resort 2016. As mentioned earlier the objective is “matching the brain with our heart” connecting with the audience emotions. Therefore Paris, not only because it's the usual location where Stella McCartney have her fashion shows, it's also as we call it, is the city of love. The location chosen is the “La Cité des Sciences et de l’Industrie” that is located in the biggest park in Paris, Parc de la Villette. It's the perfect venue represents the future of the brand in terms of sustainability, love and technology. La Cité des Sciences is surrounded with green nature and is “divided into multiple different themes including ‘The Great Story Of The Universe’, ‘Math’, ‘Man And His Genes’, ‘Sound’, and ‘The Planetarium’, which is an immersive, breathtaking replica of the universe and all of its planets and the inside of it is like walking into a galactic spaceship.” (theculturetrip.com, 2017) The strategic thinking behind the venue is to have an emotional dialog with the audience by bringing people to nature in an open and creative environment and at the same time inspiring people of the coming future. The collection will be displayed on the outside, the second floor with the dome of mirrors reflecting the sky and the models walking the runway. 125
Collection Presentation
Collection Presentation
As mentioned earlier the objective is “matching our brain with our heart� therefore the presentation of the collection will be divided in five memorable moments of truth, The five senses of the human. We will be playing with the audience Vision, Hearing, Smell, Taste and Touch to make sure to connect emotionally.
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1. Smell and 2. Touch At the entrance of “La Cité des Sciences” the red carpet will be in the colour green, a trend Stella McCartney created a few years ago on her previous fashion show to show her support of sustainability. The green carpet is also a representation of the meaning behind the name “Green is the new Black”. The next thing after the green carpet, will be an interaction with smells. A big flower tunnel with fresh flowers in colours of the collections colour palette. The tunnel will be in the fragrance of Stella McCartney´s perfume, Stella Peony with fragrance of floral, fresh spicy and rose.
3. Taste Next up will be a taste of LuxForward, there will be small French chocolate bakeries served with champagne in the “kissing room”, with a flavour explosion of chocolate and fresh ecological fruits with the mix of luxurious champagne from Veuve Clicquot, that is constantly working for sustainability.
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4. Hearing After our PR team will show our clients to their seats, the first thing that will occur on the runway will be a model wearing one of the statement pieces of the collection taking up an iphone from her handbag. Big projector screens will be on the side of the runway displaying how she enters the app of LuxForward´s concierge service and orders a Volocopter. Volocopter is one of LuxForwards sustainable transport partners with the latest technology. The silence will be broken by the sound of the wings from the Volocopter flying in over the runway and lands on the end. The music will start playing and models starts walking down the runway. Drones will be filming the fashion show and live stream on LuxForward and Stella McCartney´s website.
5. Vision At the end of the show, models will be walking out in the final dancing together to display “we are the solution together”. The collection presentation will last 15 minutes in total.
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Look and Feel
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Ru nw ay
Ru nw ay
In order to follow the thread of spreading emotions and connecting with the audience in an H2H tone of voice, the look and feel will be futuristic and have elements of nature at the set. An all white set, the runway will be in floor height, a white carpet, matching white chairs and floral decorations at the entrance. The runway will be placed around the round dome building and a special section will be created where the Volocopter can be landed. In order to display the editorial platform, projector screens will be placed out next to the runway.
Styling
Styling and Makeup
The styling of the show will be very elegant and minimalistic to put attention on the outfits. Models will have backslicked ponytails, natural makeup with coral lipstick to spread the summer feeling of the collection. Stella McCartney will work with the stylist Jane How, that Stella McCartney worked with in previous fashion shows for example; S/S 18. Jane How is an international stylist that worked with many famous fashion brands such as Dior, Gucci and Chloe. The make up will be done by the English make up artist Pat McGrath that is known as one of the best makeup artists in the world.
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teaser
resolution
Stella McCartney and LuxForward will inform clients, VIP´s, VIP´s, buyers, opinion leaders, celebrities and influencers about the collection and the editorial platform.
Guests arriving on the green carpet
Sending out save the date, 3 weeks before
Seating arrangements
Press release (jornaslists and press), two weeks before
Activities
Invitations, two week before
Walk through flower tunnels Pree drink and mingle
Volocopter arrives Show start, collection presentation, models, catwalk, finale with dance
Social media campaign of teaser videos of the collaboration
Drones filming the show and live streams it on websites of Stella McCartney and LuxForward.
Dinner for VIP´s and VIC´s at Hôtel Fouquet’s Barriere in Paris
Mingle after the show, direct communication with potential buyers
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acknowledgment and Sales Thank you calls and emails Social media campaign, 20% of all sales will go to Carbon Footprint charity Press kit and presentation report sent out Data (KPI´s, number of attendants) on the success of the presentation earned media
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Guest List - Front Row
Press
New York Times’s, Cathy Horyn
International Herald Tribune’s Suzy Menkes
US, Editor of Vogue Anna Wintour
Second row The second row, such as newspaper fashion editors, deputy editors of international fashion magazines and the celebrities' partners and children.
British Vogue’s Alexandra Shulman
editor-in-chief of Vogue Paris, Emmanuelle Alt
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Opinion Leaders and Buyers
Supermodel Kate Moss
the head of Stella McCartney’s parent company Kering, FrançoisHenri Pinault
former model and actress, Salma Hayek
Stella McCartneys Father, Sir Paul
art collector, magazine editor, Dasha Zhukova
Stella McCartneys husband Alasdhair Willis
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Guest List - Front Row
Celebrities
celebrity singer, Rihanna
British racing driver, Lewis Hamilton
celebrity singer, Rita Ora
Actress, Liv Tyler
former actress, Pamela Anderson
supermodel, Doutzen Kroes
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Invitation
Stella McCartney LuxForward Resort 2018 5 June - 14.00
Location: La Cité des Sciences et de l’Industrie avenue Franklin Delano Roosevelt, 75008 Paris
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La Cité des Sciences et de l’Industrie Institutional sponsor At the heart of Paris the largest landscaped park is located and is chosen as the location of the fashion show of Stella McCartney and LuxForward. La Cité des Sciences et de l’Industrie, a public space of Paris will be the institutional sponsor, they will be responsible to perfectly secure the venue and coden off the out door space for the show.
Volocopter
Sponsoring
Product Placement LuxForward will have the strategic partner, Volocopter introducing the upcoming trend of technology “The Taxi Drone” that is the new sustainable way of traveling by flying with the help of electricity. Volocopter will be sponsoring one of their Volocopter´s that will be displayed during the show.
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Veuve Clicquot Product Placement The welcome drink will be sponsored by the French champagne brand Veuve Clicquot that is constantly working for sustainability.
Mast chocolate Product Placement The welcome drink will be sponsored by the French chocolate company Mast. That serves simple, delicious, organic ingredients, sustainably sourced, less sugar and minimal processing. Mast will produce special limited edition chocolate bakeries with organic fruits for the special occasion with the logo of Stella McCartney on.
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Dinner at Sustainable Luxury Hotel
Other Activiteies
Hôtel Fouquet’s Barrière
In order to connect with potential buyers after the show and close the deal regarding sales, a exclusive dinner event will be held at the Hotel Fouquet´s Barriere in Paris. Stella McCartney and LuxForward will collaborate with Hotel Fouquet´s Barriere that is located in the heart of Paris and is described as one of Paris most luxurious hotels with a special focus on the development in sustainability. The Hotel Fouquet´s Barriere has received many awards for their strategies and approach in working for a more sustainable hotel without taking away the luxury comfort for their clients. “At Hôtel Fouquet's Barrière we are systematically sorting organic waste (food): we are currently recycling 14 tons of organic waste per month that is transformed by the company Bionerval into gas (heat) and also compost distributed to local farmers. The hotel recycles 41 tons of paper and cardboard through the company Sepur.” (forbes.com, 2014) The dinner will be held one days after the fashion show, to keep the client’s memories fresh and make sure they are still in town. Taking in consideration that the fashion show of the Resort collection is in the middle of the summer the food served during the dinner will be inspired by tropical fruits in the colours of the collection, such as mango and lemon.
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Garden Party Stella McCartney has as tradition to always have a garden party in New York when displaying her Resort collections. To keep this tradition, the annual garden party will be held in Paris 2 days before the fashion show at Hotel Ritz. The party will be held outside in the garden to follow the thread of the concept, to bring people outside in to the nature. Where clients, VIP´s, opinion leader and celebrities will be invited to mingle with the designer and the team of Stella McCartney and LuxForward.
Sales Campaign Looking at the long term, after the collection has been released in stores, an exclusive sales campaign of Stella McCartney with LuxForward, we will be off-setting the carbon foot print of the collection by giving 20% of the revenue to the charity organization Carbon Footprint (that is the same charity, LuxForward collaborated with during their launching event). This will be the first ever 0% carbon foot print fashion collection.This is a positive sales point for the buyers of Stella McCartney´s collection, to show they are caring about the environment and their social values “lets find the solution together”. It's also a way for Stella McCartney to show they are looking forward in a long term solution.
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3 June
4 June
8.00 Model fittings and lineup selections of models
8.00 One last fitting before the show 9.00 Models rehearsal, dance and catwalk
9.00 Reminding calls and email to clients (as well two weeks before) 11.00 Installations of the fashion show venue, lights, seatings, mingle area 12.00 Volocopter test fly 13.00 Preparations of garden party
Calendar
15.00- 18.00 Garden Party at the Ritz Paris
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5 June
6 June
8.00 sponsors of drinks and food arrives
9.00 Thank you calls and reminder calls for dinner
9.00 Hair and Makeup 11.00 Rehearsal, Models
18.00 Preparations before dinner at Fouquet´s Barriere
13.00 Guest start´s arriving, Green carpet and flower tunnels
20.00 - Late Night Hotel Fouquet´s Barriere Dinner Event
13.10 Model line up 13.30 Mingle and pre drinks for guests 14.00 The show begins 15.00 mingle and connection with VIC´s
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Budget
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Conclusion fashion show After creating an Fashion Show and promotional event for the editorial platform, it is clear that the cooperation between Stella McCarteny x LuxForward has big potential to grow and build a sustainable luxury business offering a 0% and positive carbon footprint on luxury products and services. By choosing the right skills and building a modern responsible and preservable collection, giving people a new unique approach to luxury sustainability. The fashion show carbon concept encourages people to be part of the solution with the opportunity to place orders with the first ever 0% carbon footprint collection, showing people that it possible to work with luxury brands just like Stella McCartney to achieve sustainability within the luxury fashion industry and beyond. With a strong brand image of Stella McCartney and the green forward thinking of LuxForward we expect to receive broad media coverage and a large number collection sales that will all add to the main goal of bringing about and new era of forward thinking where the impact on our planet is catered for in every possible way.
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Annex Initial project brief LuxForward Name: LuxFORWARD Project Name: Digital Platform, Blog and App Date of Assignment: 25 May Primary Target: Conscient fashion lover an audience between the ages of 28-38, are professionals with a steady well-paid job. They care about following the latest fashion trend but are concern about the negative input the fashion industry has on the planet, they have the desire of starting to go sustainable but are not sure how to start. They are trying their best to live a sustainable lifestyle by recycling and not consuming as much as before but again, not sure on how to do it fashion wise. They prefer to invest in statement clothes that are long lasting and made of excellent materials. They love to travel and getting to know different cultures, they like to be informed about the problems occurring all around the world. Secondary Target: The fashionable young millennial, is a younger audience in the age of 20-25, the majority is still studying, this target loves fashion and is up to date with the latest fashion trends but is quite aware of the negative impact the fashion industry has on the planet. For them it is very important to consume from sustainable brands, but within fashion it has been harder for them to achieve this. They do not know how to be fashionable and eco-friendly at the same time, they have the mentality that being eco friendly or sustainable in fashion is for hippies; Therefore chooses fashion before sustainability but is striving to find a solution to create a positive impact on the environment. Brand Promise: To encourage and inform being sustainable and eco-friendly is fashionable in a creative and inspiring way of presentation and lifestyle. Brand Character: Sophisticated: minimalistic, modern Eco-friendly: Sustainable, caring, recycling In the Know: Up to date, helpful Inspiring: Encouraging What is the business issue we are trying to solve, the audience, the opportunity? Show that sustainability can be fashionable - Today the world of luxury fashion is evolving quickly, and our way of consuming clothes is increasing, and has a big negative impact on the planet. The platform will be in the context of sharing the long-term solution of living a fashionable luxury lifestyle with the sustainable touch. What is the assignment? Design an annual communication plan for an editorial platform
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What is the desired outcome, with measurable KPIs? The platform to be seen as inspiring, fashionable, sophisticated and sustainable. Offering the reader to be a part of a community that includes high fashion and sustainability. The essence of the new online platform is to encourage the audience to become eco-friendly in a fashionable and trendy way. What is the core selling message, the single main idea? An inspiring ustainable fashion lifestyle What are the mandatories (do´s and don’ts) Do´s - Offer a community where the audience can feel connection and belonging. - Create engagement and emotion between the platform and the audience. - Inspire and encourage sustainability in a fun and informative way of information. - Highlight the latest fashion trends and fashion events in different countries Don’ts - Sustainability is down to earth and can therefore easily be connected with “hippy lifestyle” this is something the platform does not want to convey. The platform will show sustainability in a luxurious way. - Informing in a boring way about eco-friendly topics. ( What to avoid ) Fashion industry trend: “Bring the nature inside” -Chanel F/W ready to wear show presented by Karl Lagerfeld at the Grand Palais In Paris on March 6th, 2018. The scenery has been created as a cold autumn day in a forest with tall trees shadowing the models from the natural lightning from the massive see-through ceilings. With the floors covered with green moss on the ground. This is a trend also the Swedish fashion brand Filippa K has implemented by having trees on their runway during the Stockholm Fashion week A/F 2018. Another brand showing this trend was Tory Burch having a flower garden as the runway during their A/W 2018 collection. This is an attempt of showing support for sustainability, but when giving it an extra thought, imagen bringing a hole living forest into Paris fashion week just for one show. This is a trend we want to avoid when creating events to show the platform is giving an extra thought abound the environment, not only showing it from the outside also from the inside.
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“let´s be a part of the solution together”