D.a.t.e._final presentation_ Fashion Events & PR 2014/2015

The new T.A.S.T.E. of D.A.T.E. When fashion meets cuisine

Event and Marketingconcept for D.A.T.E.

by Lisa Aschenbrenner and Lucia De Vincentiis IED - Fashion Events and Public Relation 2014/2015

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GLOSSARY

1) W.H.O. is D.A.T.E. 2) The market “to-D.A.T.E.” 3) When Fashion meets Food 4) The new T.A.S.T.E. of D.A.T.E. - The Concept 5) The new T.A.S.T.E. of D.A.T.E. - Realization 6) Conclusions

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1) W.H.O. is D.A.T.E. - Brand profile - ITALIAN brand founded in 2005 - product: premium sneakers for men and women

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1) W.H.O. is D.A.T.E. - Brand profile - Damiano Innocenti, Alessandro Zanobini, Tommaso Santoni and Emiliano Paci - real ITALIAN MANUFACTORING combined with contemporary style - reflect the today`s “MELTIN POT” of different styles, cultures and arts - different shades of URBAN CHICNESS - D.A.T.E.`S are the mind of todays INDIVIDUALS “ready to wear”

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1) W.H.O. is D.A.T.E. - Values D.A.T.E.`s are… … produced with high quality … mirror today`s urban coolness … combine contemporary style with vintage soul … and last but NOT least are totally fun.

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1) W.H.O. is D.A.T.E. - Benchmarketing D.A.T.E.`s combines following PRODUCT FEATURES - design / “aspirational luxury” - sport - urban lifestyle

Prada, Gucci, Moschino Nike, Adidas, Puma Golden Goose, Converse, New balance

→ market is divided

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1) W.H.O. is D.A.T.E. - Positioning High price

Sneakers

Low price

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1) W.H.O. is D.A.T.E. - Positioning CONCLUSION - Urban lifestyle as strongest product value - Lifestyle market ”easier” to enter as NEWCOMER - Combination of different features as a special “plus” => Gives space for design, branding and marketing

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2) The market “to-D.A.T.E.�

W.H.A.T. does urbanization really mean ?

W.H.E.R.E. we can find urbanization ?

H.O.W. does that effect the market of today ?

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2) The market “to-D.A.T.E.” - W.H.A.T. ?

DEFINITION urban = belonging or relating to a city [www.dictionary.cambrige.org] - Century of the cities - Today’s world population lives in urban areas - People relates to cities more than to nations

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2) The market “to-D.A.T.E.” - W.H.E.R.E. ?

LOCATION In today’s metropolis MELTING POT: Different people Different cultures Different values Different rites => “INTERACTION“

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2) The market “to-D.A.T.E.” - H.O.W. ?

CONSEQUENCE - MELTING POT leads to a general INTERACTING (“hybrid costumer”) - Interaction VISIBLE on the market PARTICIPATING OBJECTIVES: Costumers, Products, Brands => all markets INTERACT => Spreading out of one’s TERRITORY (BULGARI hotel, Armani restaurant)

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2) The market “to-D.A.T.E.” - Conclusion - using INTERACTION as “stepping stone” - new background to build stronger brand awarness => Why not combining the TWO SIGNIFICANT sectors of ITALIAN market? => “Made in Italy” mirrors FASHION as well as FOOD/TASTE => good FOOD as attractive “partner” for D.A.T.E.

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Reason 1: Good FOOD as “magnet” Coca Cola 2012: “Happiness table” Campaign https://www.youtube.com/watch?v=Sh2v1XfQ-SE&spfreload=10

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Reason 2: COOKING becomes an ART/DESIGN Milano design week 2014: MoMang designed desing “Q-cina” for special event => kitchen is THE PLACE TO BE => food/cooking becomes the MUST HAVE

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3) When Fashion meets Food FASHION and FOOD as equal partners - What combines FASHION and FOOD ?

- What do they have in common ?

- What is the trend factor ?

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3) When Fashion meets Food Food is design Design is fashion Fashion is style Style is taste Taste is food Food is lifestyle Lifestyle is fashion L L and

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4) The new T.A.S.T.E of D.A.T.E. - The Concept SLOGAN The new T.A.S.T.E. of D.A.T.E. - When fashion meets cusine - both as a kind of art EXPRESSING ONE’S TASTE - secret behind: best ingredients, unique recipe, passion for making process - pictures series reflecting “The new T.A.ST.E. of D.A.TE.”

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4) The new T.A.S.T.E of D.A.T.E. - The Concept THE PERFECT STAGE - Fuori di taste - 6 / 9 March 2015 / “10 years annyversary” - Important member of PITTI fairs

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4) The new T.A.S.T.E of D.A.T.E. - The Concept PARTNERS Ditta Artigianale - Caffetteria, Gin bar, Torrefazione Why: Place to be for usban souls of Florence Only using Best Products => Know exactly what GOOD T.A.S.T.E. is

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4) The new T.A.S.T.E of D.A.T.E. - The Concept PARTNERS Mama’s Bakery - American Pasticceria Why: AMERICA meets ITALY = Interaction of T.A.S.T.E.S. = modern URBANIZATION Cupcake = TREND FACTOR (“Sex and the city”) = “fashionable”

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5) The new T.A.S.T.E of D.A.T.E. - The Concept COLLABORATION - Whole weekend of “Fuori di Taste” [6 - 9 March] to present concept - D.A.T.E. Spring Summer Collection 2015 Evening event at Ditta Artigianale Vernissage and special Aperitivo Day event at Mama’s Bakery Special Cupcake Collection Presentation, tasting & selling

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5) The new T.A.S.T.E of D.A.T.E. - The Realization THE MAKING OF Photoshoot, 21th Febreuary Styling: Lisa Aschenbrenner & Lucia De Vincentiis Camera: Lisa Aschenbrenner & Lucia De Vincentiis Graphic: Lucia De Vincentiis Video: Lisa Aschenbrenner

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5) The new T.A.S.T.E of D.A.T.E. - The Realization THE MAKING OF Cupcake Photoshoot, 25th Febreuary Styling: Lisa Aschenbrenner & Lucia De Vincentiis Camera: Mahmoudreza Forouhi Chef: Caterina Rossi Location: Mama’s Bakery

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5) The new T.A.S.T.E of D.A.T.E. - The Realization

Event Details Night event @ Ditta Artigianale

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5) The new T.A.S.T.E of D.A.T.E. - Cornerstones When: 6th March 2015 at 7:30 pm Where: via de’ Neri, 32, 50122 Firenze, Italy What: Vernissage and Special Aperitivo Who: D.A.T.E.

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5) The new T.A.S.T.E of D.A.T.E. - Location via de’ Neri, 32, 50122 Firenze, Italy from Santa Maria Novella → bus line C1/C2 towards Diaz → Stop “Galleria degli Uffizzi”

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5) The new T.A.S.T.E of D.A.T.E. - Location via de’ Neri, 32, 50122 Firenze, Italy

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5) The new T.A.S.T.E of D.A.T.E. - Atmosphere URBAN - COOL UNDERSTATEMENT - EASY GOING - INTERACTION - COMMUNICATION

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5) The new T.A.S.T.E of D.A.T.E. - Vernissage

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5) The new T.A.S.T.E of D.A.T.E. - Movie Concept movie 2 minutes video Projected on the wall

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5) The new T.A.S.T.E of D.A.T.E. - Special Aperitivo Aperitivo: one special drink + 3/4 tapas dishes and drinks mirrors the exibhition

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5) The new T.A.S.T.E of D.A.T.E. - Setting

Exibhition Entrance via de’ neri

Bar

Video L L and

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5) The new T.A.S.T.E of D.A.T.E. - Setting Exibhition

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5) The new T.A.S.T.E of D.A.T.E. - Setting

Bar

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5) The new T.A.S.T.E of D.A.T.E. - Setting

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5) The new T.A.S.T.E of D.A.T.E. - Moodboard

after communication

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5.1) Mama’s bakery for D.A.T.E.

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5) The new T.A.S.T.E of D.A.T.E. - Cornerstones When: 7 - 9 March 2015 Where: via della Chiesa, 34/r - 50125 Firenze, Italy What: Spring Summer 2015 Cupcake Collection - presentation, tasting & selling Who: D.A.T.E.

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5) The new T.A.S.T.E of D.A.T.E. - Location via della Chiesa, 34/r - 50125 Firenze, Italy from Santa Maria Novella → bus line 11/39 towards Primo Maggio → Stop “Campuccio”

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5) The new T.A.S.T.E of D.A.T.E. - Location via della Chiesa, 34/r - 50125 Firenze, Italy

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5) The new T.A.S.T.E of D.A.T.E. - Atmosphere VINTAGE - LIVINGROOM - SWEET FASHION - MODERN COOLNESS

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5) The new T.A.S.T.E of D.A.T.E. - Collection Spring Summer 2015 Cupcake and Shoes Collection 5 cupcakes reflecting 5 shoes

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5) The new T.A.S.T.E of D.A.T.E. - Tasting & selling Four special D.A.T.E. cupcakes for selling price: 2,50 € costumers can really “taste” the special collection subscription for more infos about D.A.T.E.

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5) The new T.A.S.T.E of D.A.T.E. - Setting

Selling Entrance via della Chiesa

Exibhition L L and

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5) The new T.A.S.T.E of D.A.T.E. - Setting

Exibhition

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5) Mama’s bakery for D.A.T.E. - Setting

Selling

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5) The new T.A.S.T.E of D.A.T.E. - Communication Different Channels

Social Media: Facebook Milchandlatte, Facebook events Network of partners: Press office, Websites, Facebook, Instagram, Blog Network of IED: Press office, Website, Facebook Location: Flyer, Invitation Personal: Flyer, Passa Parola

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5) The new T.A.S.T.E of D.A.T.E. - Communication Communication Tools:

BEFORE the EVENTS Social Media: Safe the date, work in progress & countdown Evite Press release Flyer

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5) The new T.A.S.T.E of D.A.T.E. - Communication Communication Tools:

DURING the EVENTS Social media Clear project description: print, visual, personal Photographer for recall Special Features

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5) The new T.A.S.T.E of D.A.T.E. - Communication Communication Tools:

AFTER the EVENTS Social media Press DATEpolitan RECIPES of DISHES ...

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5) The new T.A.S.T.E of D.A.T.E. - Communication TIMETABLE Facebook on Ditta Artigianale 25th February

Facebook Event “Save the D.A.T.E.” 24th February

Facebook Event “Save the D.A.T.E.” 24th February

One week before: Press Release 27th February

IED website 27th February

IED website 27th February

Facebook Facebook on IED on D.A.T.E.

Facebook on IED

Facebook/website on Mama

Social Media Communication MilchandLatte

Event 6th March

Event 7-9 March

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Communication: BEFORE THE EVENT Social Media: EVENT PAGE FACEBOOK Content: SAVE THE DATE Work in progress Countdown Start: 24.02.2015 Contacts: Personal and shared on IED Firenze D.A.T.E. Ditta Artigianale Language: English L L and

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Communication: BEFORE THE EVENT Evite Evite to all contacts: IED, Ditta Artigianale, D.A.T.E., Family & Friends Sendout date: 26./27. 02.2015 Graphic: Sneek peak of exhibition => used for all communication => red ribbon Language: English & Italian

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Communication: BEFORE THE EVENT Press Release Sendout to all press contacts: IED, Ditta Artigianale, D.A.T.E. Sendout date: 26./27. 02.2015 Content: Concept & Event description Language: English & Italian

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Communication: BEFORE THE EVENT Social Media: FACEBOOK MILCHANDLATTE Content: Introducing concept Promoting both events Posts: daylie Event details Invitation Work in progress Countdown Contacts: personal network interested clientel L L and

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Communication: BEFORE THE EVENT Social Media: IED FIRENZE WEBSITE Content: Event description and promotion Start: 27th February Contact: Open

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Communication: BEFORE THE EVENT Social Media: IED FIRENZE FACEBOOOK

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Communication: BEFORE THE EVENT Social Media: D.A.T.E.

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Communication: DURING THE EVENT SPECIAL FEATURES: D.A.T.E.politan SPECIAL COCKTAIL for D.A.T.E. Flyer with RECIPE on Bar SUBSRIPTION for recipe RECIPE communicated AFTER THE EVENT

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Communication: DURING THE EVENT SPECIAL FEATURES: Polaroid camera for personal pics INTERACTION of GUESTS FUN athmosphere PERSONAL give away as REMINDER

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Communication: DURING THE EVENT EXHIBITION DESCRIPTION: INFORMATION BROCHURE printed and placed on the bar BRIEFING of staff about concept and special dishes SPECIAL MENU placed at the bar I PAD slideshow & video underlining concept PERSONAL COMMUNICATION

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Communication: DURING THE EVENT PROMOTION of COLLECTION:

CATALOGUES CONTACT CARDS FLYERS PERSONAL COMMUNICATION

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Communication: AFTER THE EVENT

EVENT REPORT ON WEBSITES & FACEBOOK SEND OUT NEWSLETTER WITH ALL RECIPES HAND IN ALL CONTACT TO PARTNERS CONNECT WITH NEW CONTACTS

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5) Mama’s bakery for D.A.T.E.

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Communication: BEFORE THE EVENT Social Media: EVENT PAGE FACEBOOK Content: SAVE THE DATE Work in progress Countdown Start: 24.02.2015 Contacts: Personal and shared on IED Firenze D.A.T.E. Mama`s Bakery Language: English L L and

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Communication: BEFORE THE EVENT Evite Evite to all contacts: IED, Mama`s Bakery, D.A.T.E., Family & Friends Sendout date: 26./27. 02.2015 Language: English & Italian

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Communication: BEFORE THE EVENT Newsletter Sendout to all press contacts: IED, D.A.T.E., Mama`s Bakery Sendout date: 26/27. 02.2015 Content: Concept & Event description Language: English & Italian

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Communication: BEFORE THE EVENT Social Media: FACEBOOK MILCHANDLATTE Content: Introducing concept Promoting both events Posts: daylie Event details Invitation Work in progress Countdown Contacts: personal network interested clientel L L and

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Communication: BEFORE THE EVENT Social Media: IED FIRENZE WEBSITE

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Communication: BEFORE THE EVENT Social Media: IED FIRENZE FACEBOOOK

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Communication: DURING THE EVENT Flyer Content: Introducing CUPCAKE COLLECTION Start: 01.03.2015 Place: Mama`s Bakery IED Firenze Give away

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Communication: DURING THE EVENT SPECIAL FEATURES: Sell out of D.A.T.E. CUPCAKE Interaction with guests: pictures with D.A.T.E. CUPCAKE tasting of special collection Interaction of brands: Fashionable food Comfortable athmosphere GIVE AWAY with T.A.S.T.E

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Communication: AFTER THE EVENT

EVENT REPORT ON WEBSITES & FACEBOOK SEND INFO MATERIALS ABOUT COLLECTION CONNECT WITH NEW CONTACTS

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6) Conclusion AFTER THE EVENT PICS AND REPORT

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