Fig.0
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Event: The launch of Reign By Coco de Mer The venue is located in the Piccadilly Circus area, a buzzing and lively neighbourhood of London. Guests can easily access it through public transport or taxis. At the entrance of the venue, a step and repeat board will be present for guests to have their picture taken. Majestic staircases take you to the actual venue which is in the lower ground floor. The floorplan of the venue: Cafe de Paris
Fig.1
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The guest list The guest list will comport of around 150 people as the venue can have this amount of person for a seating dinner. The guests will include: • -
• -
Guests related to Coco de Mer: Kate Upton as she is the face of Reign by Coco de Mer and host of the event Dita Von Teese as she was the face of Coco de Mer Pamela Anderson as she collaborated with Coco de Mer on her own lingerie line Journalists Caroline Issa, founder of Tank Magazine Lucy Walker, fashion editor of Glamour UK Poppy Kain & Jack Borkett, fashion editor of Vogue UK Flossy Saunders, fashion editor of Style from the Sunday Times Katie Grand, editor of Love Magazine Katie Bololia, fashion editor of Metro Newspaper
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Influencers/Celebrities Amelia Liana, blogger Jourdan Dunn, model Rosie Huntington-Whiteley, model Cara Delevingne, model Tijan Serena, blogger Claire Charnelle, blogge Fashion Bug
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Loyal customers of Coco de Mer
• -
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Invitation
Fig.2
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Sponsors The event will be sponsored by several brands such as champagne brand Moet Chandon, candle company Cire Trudon, chocolate shop Melt, Koia Spa, Eurostar. The items from the charity raffles and goodie bag given to the guests will mainly come from the generous sponsors of the event. In return, the brands’ logos will be featured on a step and repeat board at the entrance of the venue where each guest will have their photo taken.
Fig.3
The goodie bag The goodie bag given to each guest at the end of the event will have several exciting gifts such as a box of Melt chocolate, a ÂŁ10 off voucher to spend at the Koia Spa, a notebook from Christian Lacroix. Some lucky guests will be able to find in their goodie bag a card which means they won a trip to Paris to go and see the Crazy Horse burlesque show. 5
Goodie bag
1) 2) 3) 4) 5)
Goodie bag Melt chocolate Christian Lacroix notebook Koia spa voucher Special ticket for the Crazy Horse show in Paris
1)
2)
4)
3)
5) 6
Charity: For this event, Coco de Mer has chosen a national charity based in London called Body Gossip. It is a charity “that combines Arts and Education to empower every body to be the best version of themselves and rock their own brand gorgeous”(bodygossip.org, 2018). The charity is about boosting women’s body confidence and helping with their self-esteem issues. Coco de Mer agrees with the idea of self-acceptance and wants to help women with these issues by sending a message to them through this charity. The brand wants every woman to feel confident in their underwear, especially their Coco de Mer underwear. A raffle will be held at the end of the night: each ticket will cost £5 and prizes will include: - A Coco de Mer massage oil worth £30 - A Cire Trudon Candle worth £42 - A Moet Chandon x Coco de Mer bottle worth £50 - Coco de Mer Silk restraints worth £50 - Coco de Mer Leather pasties worth £60 - A Coco de Mer erotic masterclass worth £95 - A cooking class from Rose and food worth £100 - A Melt chocolate making class for 2 worth £120 - Massage for 2 people at Koia Notting Hill worth £170 Moreover, Coco de Mer will produce 30 limited edition lingerie items to be sold in auction in favour of the charity.
Fig.5
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The face of Reign by Coco de Mer: Kate Upton Coco de Mer has chosen actress/model Kate Upton as the face of Reign by Coco de Mer for several reasons: She was a Sports Illustrated model and is known for her risqué shoots which goes well with Coco de Mer’s cheekiness She appeals to a younger audience which is the targeted consumer of the diffusion line She has an important following base (6million on Instagram) which can bring potential new customers to Coco de Mer She promotes a healthy body image which goes back to the chosen charity: “"Those are the comments that really make me want to continue doing what I do…It's really motivating to know that I'm helping
Fig.6
Fig.7
people look at their life in a healthy way, just by living my life by example" (nymag.com, 2013) She has recurrently been active in different charities
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Catering of the event For the catering, Coco de Mer chose Rose & Food catering as they have been voted one of the most coolest catering of the year (sheerluxe.co.uk, 2018). The aesthetic of the food is important for this company which will result in it being broadcasted on social media and therefore the actual event. The catering company provides seasonal menus and since the event is in October, the autumn menu will be chosen. Moreover, the company will also provide the dessert which is on the menu however, before the actual dessert is served, a human-sized cake will be put on a stage where a model wearing Reign by Coco de Mer lingerie will come out of it. Coco de Mer wants to bring a fun experience even until the end of the dinner.
Fig.8-9
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Food menu
Fig.10
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Timeline of event The event will take place on the 24th of October 2019: Being held in October, the media will be able to promote it on their platforms for the December issue, perfect for Christmas time. 06/19
07/19
08/19
09/19
10/19
23rd of Oct
24th of Oct
Brainstorming Scout a venue Confirm venue Contact catering + sponsors Send invitations Design limited edition collection for charity Test food menus Choose items for goodie bag First fitting of collection Contact photographers, security, etc‌ RSVPs are due Final fitting and confirmation of collection Finish choosing prizes for raffle Hire model for modelling the collection during the event Finish organising goodie bags Visit venue before event Finishing touches EVENT
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Budget of the event
Budget
Price
Venue
From £5000
Catering
£35 x 150 = £5250
5 security agent for 5 hours
(£50 x 5) x 5 = £1250
10 models for show for 3 hours
(£40 x 3) x 10 = £1200
Having Kate Upton as Host
£0 (included in her contract as face of brand)
Cost of limited edition collection of 10 pieces
£3500
Show cake
£1200
step on repeat board
£185
Gif Booth
From £500
* Prices are based on real prices found on respective websites
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Reign by Coco de Mer Fashion Film
On USB
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Appendix • Fig.0: Hawawini, K. (2018). Close-ups of lingerie. [image]. • Fig,1: Hawawini, K. (2018). Scan of drawn floorpan of Cafe de Paris. [image]. • Fig.2: Hawawini, K. (2018). Content of invitation bag. [image]. • Fig.3: Hawawini, K. (2018). Photoshopped step and repeat board. [image]. • Fig.4: Hawawini, K. (2018). Content of goodie bag. [image]. • Fig.5: Body Gossip (n.d.). Body Gossip logo. [image] Available at: https://bodygossip.org/home [Accessed 9 Dec. 2018]. • Fig.6: Upton, K. (2018). So proud to be part of this @si_swimsuit issue full of empowerment, body diversity and strong beautiful women.. [image] Available at: https://www.instagram.com/p/ BfMdnbrHD8O/ [Accessed 9 Dec. 2018]. • Fig.7: Bobbi Brown (2014). Screenshot of Kate Upton for Bobbi Brown. [image] Available at: https://www.youtube.com/watch? v=4IYxlQPIbIw [Accessed 9 Dec. 2018]. • Fig.8-9: Rose & Food (2018). Dishes made from Rose & Food for various events. [image] Available at: https://www.instagram.com/ roseandfood/ [Accessed 9 Dec. 2018]. • Fig. 10: Hawawini, K. (2018). Mockup of event’s dinner menu. [image]
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References • Body Gossip. (2018). Home. [online] Available at: https:// bodygossip.org/home [Accessed 9 Dec. 2018]. • Exhibithire.co.uk. (2018). Step and Repeat Boards | ExhibitHire. [online] Available at: https:// www.exhibithire.co.uk/step-and-repeat-boards.html [Accessed 9 Dec. 2018]. • Hire Space. (2018). Whole Venue | Events Hire | Cafe de Paris. [online] Available at: https://hirespace.com/Spaces/London/ 6289/Cafe-de-Paris/Whole-Venue/Events [Accessed 9 Dec. 2018]. • Madormo, M. (n.d.). The untold truth of Kate Upton. [online] TheList.com. Available at: https://www.thelist.com/35244/ untold-truth-kate-upton/ [Accessed 9 Dec. 2018]. • ROSE & FOOD. (2018). Event Catering — ROSE & FOOD. [online] Available at: https://www.roseandfood.co.uk/event-catering [Accessed 9 Dec. 2018]. • Squarespace. (2018). Sample menus. [online] Available at: https://static1.squarespace.com/static/ 59761990c534a5ea5de3cba1/t/ 5ad4e9d70e2e723a054da6b4/1523902990194/ROSE+ %26+FOOD+-+Example+Menus+2.pdf [Accessed 9 Dec. 2018]. • The Photo Booth Guys. (2018). Photo Booth Hire London UK | GIF Booth Hire. [online] Available at: http://photobooth.co/uk/ london/ [Accessed 9 Dec. 2018].
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