Event proposal
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UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Elision Event Proposal Yulia Aleksandrova A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project
The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 16.05.2014
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Contents
Introduction
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Aims and Objectives
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Event Message
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Expected Outcome
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Event Committee
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Location, Date, and Venue
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Showroom Layout
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Invitation
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Guest List
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Photography
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Entertainment
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Speech
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Collection Showcase
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Activity Station
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Music
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Food
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Drinks
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DĂŠcor
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Gift Bags
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Event Staff
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Event Schedule
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Post Event PR
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Cost Sheet
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Conclusion
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References
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Introduction
The purpose of this proposal is to outline the concept of an event for the forthcoming launch of Elision in their London showroom. A launch event is a great opportunity to introduce the media to the brand in a casual, fun setting. The key to success is to create an engaging event that spotlights the brand and gives the audience a glimpse into its world so that they can understand the concept and see the collection up-close. When executed effectively, this launch event can help increase sales, generate brand awareness and press inclusions that would ultimately resonate with Elision’s target audience. The key to the successful execution of Elision’s launch event is its target market itself – understanding the kind of people will be invited to attend, where they live, and how they can be influenced to attend.
Aim: To introduce the brand and its concept to key members of the media, and generate press inclusions
Objectives: • To plan a successful, exciting and memorable event through outstanding entertainment and experience • Raise awareness of the event and the brand itself through publicity amongst a minimum of 7% of Elision’s primary target market • Build a positive relationship with members of the media that would later result in further press coverage • Work within a budget of £10,000
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Event Message The purpose of this event is to showcase the launch of Elision to key members of the press, therefore it is important to communicate clearly and coherently the core brand values that set the brand apart from its competitors. The key messages communicated will be Elision’s unique made-to-measure garments and exclusive experience, providing a background story to the brand’s philosophy of quality, content and exceptional service.
Expected Outcome The event is expected to launch press inclusions from the media guests attending as well as develop a personal relationship with them that would later result in more extensive press coverage pieces that would encourage the brand’s target audience to visit the showroom. The event date has been strategically chosen to coincide with deadlines for publications’ highest circulation issues.
Event committee Elision’s event committee is such that it is able to deal with key jobs, whether these are organising, marketing, finance, finding resources, or just plain enthusiastic and keeping things going. Brand Founder 2 Operations Officers 1 Finance Officer 3 Marketing and Public Relations Officers 1 Health Safety and Legalities Officer 4 Volunteering Interns
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Location, Date, and Venue
The launch event will be hosted in Elision’s showroom in Belgravia, London. The venue holds approximately 40 standing guests, suitable for the amount of guests expected to attend, all whilst creating an intimate atmosphere. The venue has sufficient lighting and electricity supply. The date for the launch event is Friday, 17th June 2015 at 19:00. This date has been chosen as it allows enough time for journalists from fashion monthly, weekly and supplement publications to mention the launch event in their upcoming September fashion issues, or alternatively, compose an editorial feature to be included in the magazines’ holiday issues or early in the New Year. These are the times with the highest circulations, meaning that the publicity Elision would receive would generate more brand awareness than any other time of the year.
Area: Belgravia, home to Elision’s showroom, is composed of more than 300 niche boutiques and businesses, offering everything from sumptuous Chesterfield sofas to champagne cupcakes, couture hats and beautifully packaged bags of Mayan hot chocolate. It’s one of the most affluent districts in the city (and one of the wealthiest in the world) with incredible Regency architecture that dates back to the early 19th century. The area is composed of more than 300 boutiques and businesses, and shoppers from around the globe regularly visit Elizabeth and Motcomb streets and Pimlico Road—the three main shopping strips.
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showroom layout
It is important to take into consideration the showroom layout and flow of the event when choosing seating arrangements. The founder and staff will be actively showing pieces from the line and talking one-on-one with guests, therefore during the two-hour event, guests and staff will mostly be standing. The original layout of the showroom offers sufficient seating for guests who prefer to sit rather than stand. Guests will also be able to freely explore the entire showroom, including the atelier where the clothes are made, thus gaining an exclusive behind-the-scenes feel of the brand.
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window
fire exit
window
bathroom
storage room
office and design atelier
seating area seating area catwalk show canapĂŠs
showroom 1 elision collection
cupcakes
showroom 2 fitting area and fabric selection seating area
cocktail bar
activity station main entrance window
Fig. 1 Showroom layout
window
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Invitations
Personalised invitations have been designed for each guest and sent out six weeks prior to the launch event. Produced using heavy stock premium paper and appropriate colours and font for the brand, they are in keeping with the overall identity of Elision. The design of the invitations will be the first glimpse the attendee will have of the upcoming launch event, first inkling as to what sort of an event this will be. Therefore, they are a very important aspect of the launch. The invitation itself has been designed to represent a folding showroom, personalised to each guest and will be placed in an elegant envelope closed using the brand’s wax seal. A brand representative will contact all guests by phone no later than two days after they had received their invitation to check for availability and provide additional information should they request it. A week before the launch event, a reminder email will be sent to the guest list.
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Guest list Due to the limited space in the event venue, a selection of key press figures and a small number of celebrities would be invited to witness the brand launch. They will be specially selected to represent media with a tone of voice and identity similar to that of Elision. Personalised invitation will be sent to each person on the list through direct mail, which they will need to present upon arrival. The determinants of whether a guest would come to the launch event can be analysed as primary and secondary. Primary being to find out more about an exciting new brand launching into the market, and ensure they do not miss out on newsworthy information; secondary motive is recognised as social, because the attendee knows that many of their colleagues will attend.
In the event that guests are not available for the event, a colleague from the same publication (or another public personality) will be invited to take their place.
Event decision making Attention A guest receives a beautifully packaged invitation through direct mail. Instinctive consideration of whether the date would be suitable, and if the event would be worth a visit. Interest Talked to colleagues and fellow Fashion Editors to see if they have received an invitation too. Is there anything else happening that day? If not, why should they go? Desire A follow up call within the next couple of days by Elision’s team to check if guests had received their invitation and are interested in attending. Primary motive for going: newsworthy story for inclusion in the publication Secondary motive for going: Socialising with colleagues from other publications, and receiving gifted goods. Action Confirm attendance to Elision’s team when they call.
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Guest list Guest
Position
Publication
Lisa Armstrong
Fashion Editor
Telegraph Magazine
David Hayes
Fashion Deputy Editor
Financial Times
Vanessa Friedman
Fashion Editor
FT Weekend
Lucinda Chambers
Fashion Director
Vogue UK
Anne-Marie Curtis
Fashion Director
ELLE UK
Avril Mair
Fashion Director
Harper’s Bazaar
Amanda Bellan
Fashion Director
InStyle
Natalie Hartley
Fashion Director
Glamour
Katie Shillingford
Fashion Director
AnOther
Caroline Issa
Fashion Director
Tank
Claudia Croft
Head of Fashion
The Sunday Times Style
Sue Peart
Editor-in-chief
You - The Mail On Sunday
Daniela Agnelli
Fashion Director
Telegraph Magazine
Alexander Fury
Fashion Editor
The Independent
Susannah Frankel
Fashion Director
Grazia
Imogen Fox
Head of Fashion
The Guardian
Jo Jones
Fashion Editor
The Observer
Anna Hughes-Chamberlain
Senior Fashion Editor
Hunger
Matthew Josephs
Fashion Editor
Wonderland
Julia Sarr-Jamois
Fashion Editor at Large
i-D
Jayne Pickering
Fashion Director
Marie Claire
Emily Gegg
Executive Fashion Director
RED
Cathy Edwards
Fashion Director
Dazed & Confused
Alexandra Fullertone
Fashion Director
Stylist
Jonathan Kaye
Fashion Director
The Gentlewoman
Katie Grand
Editor
Love
Suzy Menkes
Fashion Editor
International Herald Tribute
Rumi Neely
Blogger
Fashion Toast
Susie Bubble
Blogger
StyleBubble
Imran Amed
Blogger
The Business of Fashion
Anna Friel
Actor
Tilda Swinton
Actor
Alice Eve
Actor
Holly Willoughby
TV Presenter
This Morning
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photography
In order to capture the atmosphere of the event and have high-quality professional images ready to send to press following the event, Elision will hire an expert event photographer for the duration of the launch. The style of work required is reportage; capturing a moment as and when it happens. The photographer would need to be able to create moods and emotions through imagery to tell the story behind each photograph. Their photography brief will state to make sure nothing is left undocumented. They need to keep an eye out for branding, be sure not to miss any key moments, and weave through a big crowd without causing a disturbance. Raccoon London, an event photography agency based in London, will be hired for three hours during the Elision launch event. Their elegant style seems best suited for the purpose of this event and their competitive prices work within the brand’s budget. Their expertise in photographing events include Fashion Week and PR/corporate events, perfect for the nature of Elision’s launch event. For the introductory price package of £325, Elision will receive: • 300+ edited images in a combination of colour and black and white delivered on Monday following the event • A personalised online gallery with secure but easy access, perfect for sharing • 50 Print orders • Online and print usage right for the digital files • CD of all the images available
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Fig, 2 - 4 Elision launch event
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entertainment Throughout the duration of the event, Elision will offer entertainment through speeches, music, activity station, and showcasing of the collection, all fit for the brand personality and event theme. There is nothing worse than an event where everyone is simply standing around, drink in hand. Instead, Elision will create a welcoming and exciting atmosphere that brings guests together.
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Speech Half an hour into the start of the event the founder of Elision, Yulia Aleksandrova, will give a 20-minute speech introducing the concept, process and identity of the brand. The topics she will cover include where the idea for the brand came from; its philosophies and identity; the process of commissioning an Elision made-to-measure garment (both in-store and online); fabric sources; introducing the team and a brief outline on setting up the brand. An exciting speech is of utmost importance to the event its guests, as it is a great opportunity to introduce key members of the press to Elision and it is the very first time they find out more information about the brand. If successful, this introduction will generate interest from journalists that would later result in publicity and building a positive working relationship. Following the speech, musical performance from the London Duo will resume and a brief catwalk show will commence. Yulia Aleksandrova will be available to freely socialise with guests and answer any questions. Quotes from this speech will also be included in the release that will be sent out following the event, to both the attendees and other members of the press. A brief closing speech by Yulia will also occur at the end of the evening to thank everyone for attending the Elision launch event.
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collection showcase Following the speech by Yulia Aleksandrova, 10 models wearing a selection of the Elision collection will take part in a brief fashion show in order to showcase the range to the guests. The ten-minute fashion show will enable all guests and photographers to take detailed pictures of different looks, experiencing the movement of the garments and examining the collection from various angles. After the show, models will walk freely around the showroom space, allowing guests to focus on each garment at length. 10 new faces have been selected from London based agency, Select Model Management. As new faces, the costs will be kept low, as booking newly started models is significantly less expensive than those with more experience. Three makeup and hair artists will arrive an hour prior to the event starts in order to recreate the brand look from the campaign.
Fig, 5 Collection showcase
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Fig, 6 - 10 Collection showcase models
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activity station Elision plans to create an activity station where guests can put together a oneof-a-kind personalised garment using different components, such as sleeves, tops, skirts and trouser legs. Such activity provides attendees with something fun to take part of, an easy place for strangers to break the ice and generate a positive event atmosphere. Moreover, this activity includes fun elements that people can share with their social networks and gives them something digital to remember the event. Guests will be presented with various clothing elements that they can pin to two mannequins and put together their personalised outfit. Diverse sleeve lengths and silhouettes will be available in a selection of several colours. The idea behind this activity station links directly to not only the Elision brand identity or personalisation and individuality, but on the brand name itself, which means merging together ideas.
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Fig, 11 & 12 Activity station
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music The London Duo, a unique jazz sound from a fusion of lyrical violin and rhythmic double bass, will be hired to perform from the start of the event. Trained at both the Royal Academy and the Royal College of Music, these world-class musicians will play from a specially selected for the event repertoire of traditional and modern jazz, as detailed below. Having previously performed at London’s most prestigious venues, including Kensington Palace, The Dorchester, the Wigmore Hall and the Royal Albert Hall, and for high-profile figures such as the Duchess of Cambridge, Boris Johnson and Vivienne Westwood, these award-winning artists will meet the needs of Elision’s event perfectly. Embodying the brand personality traits of elegance and timelessness, the duo will perform for two hours both relaxing and upbeat music at the recommended decibel levels, as to allow guests to communicate freely with one another and to not detract away from the design, collection, and overall space.
Chosen repertoire for the night: A Fine Romance – Kern/Fields A Nightingale Sang in Berkley Square – Maschwitz/Sherward Blue Moon – Rogers Come Fly With Me – Cahn/Van Heusen Fascinating Rhythm – Gershwin Fever – Davenport/Cooley I Get a Kick Out of You – Cole Porter It Don’t Mean a Thing – Duke Ellington It Had to be You – Jones/Kahn Jeeves and Wooster – Dudley Let’s Face the Music and Dance – Nat King Cole Mack the Knife (Threepenny Opera) – Weill Minor Swing – Reinhardt/Grappelli Moon River – Mancini Sway – Ruiz Sweet Georgia Brown – Bernie/Pinkard/Casey Summertime – Gershwin Take Five – Brubeck Unsquare Dance – Brubeck You Make Me Feel So Young – Myrow/Gordon
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Fig, 13 & 14 The London Duo
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food When considering food and drink choices, it is important to ensure the event is on-brand for Elision from every angle. It is not only the choice of a suitable venue and entertainment that will colour the visitors’ view of their experience but also the quality of food and drink provided. Elision bears this in mind and will ensure that there is sufficient time and space build into the event for this important aspect. Issues such as the number of guests attending and details about the group themselves (typical food interests and styles of eating; special dietary needs etc.) has been carefully considered when planning the menu. As guests will mostly be standing, a selection of canapés and cupcakes will be an ideal food option. The floor plan on page 9 shows the specifics of this room layout from its lounges to the speciality cocktail bar, and the food tables. Food will be sourced from local producers as to help build a relationship with local businesses, which in return would generate positive word-ofmouth marketing. An order of 60 Strawberry and Champagne Cupcakes will be placed from the award-winning bespoke cake company, Peggy Porschen, based in Belgravia, London. Each cupcake will come with a personalised sugar plaque that will have the brand’s name. Renowned for their elegant designs, Peggy has acquired an enviable client
list including many celebrities, Royals and members of high society. Her cakes have graced many A-list events such as the 2011 wedding of Kate Moss and Jamie Hince, Elton John’s White Tie & Tiara Ball, Stella McCartney’s wedding, Sir Anthony Hopkins’ 70th birthday, Damien Hirst’s auction at Sotheby’s and parties for Sting and Trudie Styler, Madonna and Gwyneth Paltrow, all of which make her a highly sought after name on the party-planning circuit. A selection of four cold canapés will also be ordered from The Goring Hotel nearby. The Goring is London’s Quintessentially English Luxury Hotel and is ideally located in Belgravia, adjacent to Buckingham Palace. Their reputation for excellent dining and catering is deeply rooted in the history and tradition of the hotel and has made a large contribution to placing The Goring on the international luxury hotel stage. According to their website one tray is sufficient for 10 people, therefore an order of 4 trays will be placed to ensure that guests have a diverse selection of sweet and savory food.
Cold Canapés Smoked salmon with lemon crème fraiche Herb rolled goat’s cheese Quail eggs with celery salt Shropshire Blue with onion chutney
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25 Fig, 15 & 16 Launch event food
drinks Elision plans to provide its guests with an intimate cocktail bar environment by hiring a mobile bar and a professional mixologist from Mixology Events who will serve high standard personalised cocktails representing the brand. Mixology Events have been selected due to their experience and reputation for occasions of all sizes, from small brand parties to large, high profile press events. All ingredients, ice, glassware and spirits are taken care of along with the prep of all the fresh products. The dimensions of the car are 2m width and roughly 1.5m depth is required which includes working space.
For an unlimited cocktail service for 40 people, the company offers: • • • • • • • • •
Mixology Cocktail bar Equipment Glassware Ingredients Garnishes Ice Mixologist -(3 hours required for set up and break down) x2 Unlimited cocktails of your choice Travel, Delivery & Pick-Up
Elision has also commissioned a mixologist to design a one-of-a-kind cocktail for the brand launch event. In keeping with the brand identity and colours, the Elision cocktail focuses on innovative tastes and sophisticated style. The signature Elision cocktail is made with Pierre Ferrand Ambre Cognac, Carpano Antica sweet vermouth, Angostura bitters, Peychaud’s Bitters and Benedictine Rinse. A non-alcoholic version of the cocktail will also be available as well as champagne. All drinks will be served with branded cocktail napkins. Having a bespoke cocktail at the launch event is integral to the branding of the company. It allows for Elision to demonstrate to its guests its determination in terms of personalisation and individuality, and provide them with yet another oneon-a-kind experience.
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27 Fig, 17 - 19 Launch event drinks
Décor Renowned Belgravia florist, Neill Strain, will provide lavish, yet understated flower arrangements for Elision’s opening event. They will be traditionally arranged with silk fabrics spilling from the back of the vases, providing a luxurious look. Soft lighting on the floor and ceiling enhance the look of the floral décor. Working with local artisans, whatever their speciality might be, will help the brand establish a strong relationship with businesses from the area, resulting in positive word-of-mouth, and the possibility for future creative collaborations. Neill’s couture flower boutique will be subtly promoted with place cards next to the flower arrangements, resulting in positive press exposure for his business, and a discount of 70% for the order.
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Fig, 20 - 22 Flower arrangements
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gift bags
Courtesy gift bags will be handed out to all guests at the end of the evening. Their role is crucial for the success of every event, especially one in the fashion industry. Although it is an expensive tactic, the outcome can generate a positive relationship with press members, and further establish the brand’s philosophy of luxury, exclusivity and quality. Each gift bag will contain the Ava scarf, in collaboration with the Vital Voices foundation, further establishing the company in the eyes of the press and guests as one with ethical consciousness and strong corporate social responsibility. A premium branded Elision journal will also be included in the bag, providing guests with something tangible that they will hopefully use, and be reminded of the brand when they do. The finishing touch – the Elision gift bag will not be complete without a personalised invitation to each guest inviting them to commission a free bespoke garment of the collection. The brand understands that most fashion editors are not likely to feature a brand if they have not received something in return, therefore inviting them to gain an even more exclusive understanding of Elision and its products is paramount to the success of the event and the PR strategy itself. Each invitation will be personalised to the guest and would invite them to book an appointment and receive a free of charge garment. It will be executed in a clear, yet subtle and sophisticated manner. Promotional materials such as press releases and kits will not be included in the bag as they will be sent out at the beginning of the week following the event, and they will consist of high res images of the collection and event, along with press releases on the brand, and the event itself.
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Fig. 23 Gift bag Fig. 24 Ava scarf Fig. 25 Elision Journal
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event staff
Except for the mixologist serving drinks at the launch event Elision will not appoint any additional external staff. However, all showroom employees, including and especially the tailors and style consultants are required be available to work the event. Their role is paramount as it is through them that the press guests will find out more about the behind-the-scenes and how the brand really works. They will be available for general help, to ensure the event runs smoothly and down to schedule, as well as network with the guests throughout the night. Their insight and networking skills can help communicate a different point of view to guests. Each staff member is expected to attend the two hour event and will be paid overtime for their dedicated services. As food will be positioned on tables across the event space, no catering staff will be required on the night.
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event schedule
TIME
ACTIVITY
7:00 pm
Doors open to guests and greeted by a concierge
7:00 – 7:30 pm
Guests arrive, socialise with the staff and one another, explore the collection and showroom, enjoy cocktails, canapés and musical performance from The London Duo
7:30 – 7:50 pm
Speech by Elision founder, Yulia Aleksandrova, introducing the concept of the brand
7:50 – 8:00 pm
Intimate catwalk show of the collection
8:00 – 8:30 pm
Guests socialise with brand staff (founder, designers, tailors and stylists)
8:30 – 8:45 pm
Atelier room is open to guests to discover the making process of a garment; Activity centre is available where they can put together a garment
8:45 – 8:50 pm
Closing speech by Yulia Aleksandrova
8:50 pm
Gift bags are handed to guests
9:00 pm
Event ends
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post event pr
On the first working day following the event (Monday 20th July) a personalised thank you note signed by Elision’s founder, Yulia Aleksandrova, will be sent to all guests. As the vast majority of guests are members of the press, they will also receive various press information, in the form of a press kit, including high res edited imaged of the event and press release covering the event with key quotes from guests and brand representatives, as well as the brand’s general press pack with look book, press releases, and high res images of the collection. The press details of the launch event will only be available to the publications the guests represent, as it will provide them with exclusive information that other media will not have access to. Therefore that will present them with another incentive to feature the story. The only other media Elision will inform of the launch event is Fashion Monitor and Diary Directory, as these are platforms that regularly report on brand launches and events and are read by all types of professionals in the industry. Maintaining authentic connections with the journalists attending the event will set Elision apart from its competitors. This is crucial for the success of the brand, as in today’s over-digitised world journalists get inundated with email press releases hourly. The invitation to commission a free bespoke piece of the Elision collection is a great starting point to continue nurturing the relationship and emotions from the launch event, keeping the brand fresh and current in their mind. Informal meetings with the press post-event will help Elision keep in contact and find out where the journalists’ interests lie, what they are currently working on, and what is coming up in future issues, to therefore make an informed story pitch to them.
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Press information
Friday 17th July saw the launch of the new luxury brand to sigh for – Elision. The exciting launch event was held in the brand showroom in Belgravia, and a selection of key members of the media and celebrities joined the celebration of the brand’s first made-to-measure collection. High-profile celebrities Tilda Swinton, Anna Friel, and Holly Willoughby joined renowned fashion journalists from major publications such as Vogue, Harper’s Bazaar and Grazia in an intimate night of cool, bespoke cocktails and an exclusive preview of the collection. The event started off with musical performance by the jazzy London Duo, while guests socialised and enjoyed the premuim food selection of canapés and cupcakes sourced from renowned manufactures in Belgravia. The night followed with a speech by Elision’s founder, the young entrepreneur Yulia Aleksandrova, and a private sneak-peek preview of the collection. Guests had the opportunity to browse through the brand’s opulent designs and sumptuous fabric choices, discuss the concept with Elision’s skilful tailors and stylists, and even put together a personalised Elision garment themselves. “We see so many women with access to premium merchandise who now want a personal connection with their purchases,” says Yulia Aleksandrova, founder of Elision during her opening speech. “In a homogenised world, where we can order designers’ latest collections as we watch a live stream of their runway shows, and every capital city features the same glassfronted, glossy temples to expensive designer brands, this is the antithesis of the marketing and hype surrounding what we traditionally know as luxury labels.” Elision’s contemporary tailors and artisans are already measuring up an army of chic female high flyers. The new brand is meeting the demand for a more anonymous look that perfectly meets the needs of the customer in terms of fit, lifestyle, and individuality. “I’m thrilled to see how the brand progresses – the idea of a made-to-measure womenswear collection is marvellous. You only have to look at the best-dressed men to see that bespoke is the way to go: it is one area where we can learn from the boys. I can get a bespoke suit from Elision for the same price as one in a designer boutique on Bond Street, and I’ll never see another one the same anywhere,” says Tilda Swinton. Suzy Menked expertly added that “the world of fashion is changing and it starts here – with a conversation instead of a monologue.” For more information, high res images or samples, please contact Yulia at yulia@elision.co.uk or 020 3551 2332
Fig. 26 Press release clipboard
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event cost sheet Activity
Cost
Food and drink Canapé selection by The Goring Hopel – four trays
£131
50 Cupcakes with personalised sugar plaque by Peggy Porschen
£225
Mixologist bar services
£1200
Photography by Raccoon London
£325
Flower arrangements by Neill Strain
£200
10 professional fresh face models by Select Model Management
£550
3 freelance make-up and hair artists
£300
Musical performance by The London Duo
£480
Printing for 50 invitations – moo.com
£95.55
Invitation distribution
£68.80
Gift bag Personalised gift bags from paperbagco.co.uk
£138.38
34 x Ava scarves RRP £150
£5100
Moleskin branded Elision journals x 34
£190
Invitations to commission a garment
£95.55
Post event Branded memory sticks with high res images for press guests x 30
£92.50
Distribution of press kits via Streetwise couriers
£187.50
Contingencies
£600
Total
£9,979.28
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conclusion
The launch event for Elision described in this proposal has been planned to be exciting and memorable to ultimately generate positive brand awareness through press coverage. All tactics outlines in this document are designed to introduce the media and a selected few celebrities to Elision, its story and concept. If executed successfully, the brand will establish positive relationships with all guests, which have the potential to turn the young business into a powerhouse. The Elision brand values of exclusivity, quality and exceptional service are communicated clearly and aesthetically through every detail in this strategy. The speech by the brand’s founder, Yulia Aleksandrova, will help inform guests of essence of concept, and socialising between guests, tailors and stylists will provide them with an even deeper understanding of the company. The complimentary gift bag is the finishing touch in the process of generating a relationship with guests. Their personalised invitation to commission a garment combined with the Ava scarf will create a strong bond with the important press personalities, subsequently resulting in generating positive press coverage.
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References
Fig, 2 - 4 Elision launch event Lauren Kinelski (2014). Store opening NYC [image] Retrieved from https://www.flickr.com Fig, 5 Collection showcase Carin Olsson (2013). Inside the Mary Katrantzou Showroom [image] Retrieved from https://www. flickr.com Fig, 6 - 10 Collection showcase models Select Model Management (2014). Fresh faces. [image] Retrieved from http://www.selectmodel.com/ Fig, 11 & 12 Activity station Isabelle Thomas (2012). Atelier Anonyme [image] Retrieved from http://www.lexpress.fr/styles/ Fig, 13 & 14 The London Duo The London Duo (2014). The London Duo [image] Retrieved from http://www.thelondonduo.com/ Fig, 15 & 16 Launch event food Stephanie Jones (2012). Peggy Porschen cupkakes [image] Retrieved from http://www.peggyporschen.com/ Fig, 17 - 19 Launch event drinks Christopher Walters (2014). LUSH bar cocktail [image] Retrieved from https://www.flickr.com Lauren Kinelski (2014). Store opening NYC [image] Retrieved from https://www.flickr.com Fig, 20 - 22 Flower arrangements Lauren Kinelski (2014). Store opening NYC [image] Retrieved from https://www.flickr.com Fig. 23 Gift bag Graphic Burger (2014). Gift Bag mock up [image] Retrieved from http://graphicburger.com Fig. 24 Ava scarf Leif (2014). Heart Storm Wool-Silk Scarf [image] Retrieved from http://www.leifshop.com Fig. 25 Elision Journal Millicent Samuels (2013). Bespoke leather journal [image] Retrieved from https://www.flickr.com Fig. 26 Press release Graphic Burger (2014). Branding stationary mock up [image] Retrieved from http://graphicburger. com Damster, G. (2010). Events management: developmental and managerial approach. United Kingdom: Juta Legal and Academic Publishers Zizek, S. (2014). Event: Philosophy in Transit. United Kingdom: Penguin Johnson, N. (2012). Event Planning Tips: The Straight Scoop on How to Run a Successful Event. United Kingdom: Fairchild Books Mintle, S. (2014) How to Plan, Promote & Host a Fashion Designer Q&A Event. Retrieved from http:// www.prcouture.com/ Mintle, S. (2014) Moving and Shaking in Manolos: Networking Tips for Your Next Fashion Event. PR Couture. Retrieved from http://www.prcouture.com/
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