Kristina Vega
Audience ➔
Editors
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Bloggers
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Designers
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Celebrities
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Reporters
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Public
Launch Plan
ABOUT REBECCA MINKOFF
An industry leader in accessible luxury handbags, accessories, footwear and apparel, Rebecca Minkoff’s playful and subtly edgy designs can be spotted around the world on young women and celebrities alike. Rebecca Minkoff has developed into a global lifestyle brand with a wide range of accessories, footwear, apparel, handbags and jewelry as well as men’s leather goods under the label Ben Minkoff. The brand is distributed in over 900 stores worldwide, and on March 1, 2012, Rebecca opened her first free-standing boutique in Tokyo. In 2011, she won industry recognition when she was awarded the Breakthrough Designer Award from the Accessories Council. Rebecca is an active member of the CFDA and supports multiple philanthropies including Jessica Seinfeld’s non-profit, Baby Buggy.
24K Gold iPhone Case ➔
Made of 24K gold and Swarovski crystals
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Fits iPhone 6, 6 Plus, 6S, 6S Plus
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Can be engraved after purchase
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Keeps sleek and slim size of iPhone
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Protects iPhone from oils, rain, dirt, etc.
Launch Date
Available in stores
December 10, 2015
February 1, 2016
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To gain excitement and desire for new product
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Give consumers a taste of having something completely unique and luxurious
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Create buzz about product and designer
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Bring up sales as well as brand awareness
Objectives
Get Press Coverage
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Create press kit for reporters and bloggers to get product in media. Include company information, product information, contact, press release, high resolution pictures of product, and quote from Rebecca Minkoff.
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Set up a talk show appearance for Rebecca Minkoff to talk about the product and her brand.
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Develop media list for press releases.
Launch Event
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Throw a launch party to create buzz and awareness
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Invite editors, reporters, celebrities, bloggers - anyone who can get influential word out about the product
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Create a desire to attend the party (i.e. swag bag)
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Have unique interactive/social feature to encourage guests to post to social media (i.e. Mani Cam)
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Create special hashtag for guests to use during the event
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Gain public’s interest by getting involved in social media.
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Instagram Giveaway: Get followers to post a picture on Instagram of all of their devices-laptops, iPads, iPhones, tablets, etc. and tag @rebeccaminkoff using #TechAddict. The giveaway will include Rebecca Minkoff cases for all devices as well as an invitation to attend the launch party with a guest.
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Twitter Live Chat: Set a time where you can live chat with your followers and answer questions.
Interact with Followers
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Timeline
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October 27th- Send out press release November 1st- Start online marketing (social media) November 9th- Send save the dates for launch event November 15th- Start arranging talk show appearances December 1st- Send out launch party invitations December 5th- Receive product December 6th- Send out press kits December 7th- Start Instagram giveaway December 20th- Follow up with media about launch party January 3rd- Host Twitter live chat January 8th, 2016 - Launch Event February 1st- Available in stores
Media List
WWD Accessories Editor, Lauren McCarthy lmccarthy@wwd.com; 646.356.4833 WGSN Senior Footwear & Accessories Editor, Jaime Barr jaime.cohn@gmail.com; 914.572.1824 Cosmopolitan Associate Accessories Editor, Nicole Fineo nfineo@hearst.com; 212.649.2000 Vogue Associate Accessories Editor, Willow Lindley willow_lindley@condenast.com; 310.463.2795 Refinery 29 Fashion Editor, Gina Marinelli gina.marinelli@refinery29.com; 212.966.3112 Harper’s Bazaar Digital Fashion/Features Director, Kerry Pieri kerry.pieri@harpersbazaar.com; 212.903.5000
Glamour Executive Beauty and Lifestyle Director, Melissa Consorte Melissa_Consorte@condenast.com; 212.286.4452 Fashion Director, Sasha Martinez Sasha_Martinez@condenast.com; 212.286.5980 Wall Street Journal Consumer Products and Retail Reporter, Paul Ziobro paul.ziobro@wsj.com; office: 212.416.2194 mobile: 973.715.4869 Fortune Multimedia Director, Lindsey Kintner lindsey.kintner@timeinc.com; 212.522.8528 Forbes Associate Producer, Marissa Brown mbrown@forbes.com; 212.367.3329 New York Times Fashion Director, Linda Zebian linda.zebian@nytimes.com; 212-556-7153
Press Release
Designer Rebecca Minkoff Hosts Launch Party for 24K Gold iPhone 6 Case After opening first ever tech-savvy stores, Rebecca Minkoff stays with tech trend
Press Contact: Kristina Vega, PR Manager kristina.vega@rebeccaminkoff.com (815) 341.4996 FOR IMMEDIATE RELEASE NEW YORK, NY- October 27, 2015-- Rebecca Minkoff® brings iPhone cases to the next level by launching a $3,000 24K gold iPhone 6 case, complete with accented Swarovski crystals. The launch of the new product will be celebrated with a launch party at Penthouse 45 in New York City on January 8th, 2016 from 8pm-11pm. The 24K gold iPhone case will be available at Rebecca Minkoff stores and rebeccaminkoff.com on February 1, 2016.
The designer has incorporated technology into her brand in recent years with the help of her brother and co-founder, Uri Minkoff. After adding ‘wearable tech’ to her collection, such as the notification bracelet that vibrates for incoming texts or calls, Rebecca Minkoff opened 2 new stores complete with touch screen technology. This new futuristic way of retail allows customers to be in charge of their shopping experience and brings useful inventory information to the eyes of the designer.
Rebecca Minkoff is moving forward with these ideas and throwing a tech-savvy launch party for her new 24K gold iPhone case. Penthouse 45 will be decorated in all things gold, including a gold carpet, gold straws for cocktails, and gold toothpicks for hors’ d’ oeuvres. The event will also feature displays of the 24K gold iPhone case, as well as different wearable tech products from the Rebecca Minkoff line.
Upon arriving, guests will be given a gold gift bag filled with gold goodies, including a gold Rebecca Minkoff notification bracelet, as well as a QR code for an app download for the night. With this app, guests will be allowed to order drinks, request music, and add their own pictures to the Rebecca Minkoff Snapchat account. The party will also feature a photo backdrop interactive area where party-goers can use an iPhone that has the 24K gold case on it to take selfies as well as get their picture taken by a professional photographer. The selfies will be projected on the wall in a live stream. “#RM24KParty” will be used as the hashtag when posting on social media.
“We are very excited to launch the 24K gold iPhone case, it is such an exquisite and timeless tech accessory and different than anything we have done before. We thought it would be fitting to have technology featured as a big part of the event,” said Rebecca Minkoff on the launch and event. “It is going to be a different party experience than anyone is used to. Just like our customers, we want our guests to be in control of their own experience.” High resolution photos are below. For more information please contact PR Manager, Kristina Vega at kristina.vega@rebeccaminkoff.com. About Rebecca Minkoff Rebecca Minkoff is a privately held company with a national and international presence. As passionate about connecting with her consumers, as she is design, Rebecca Minkoff has quickly grown to become a leading lifestyle brand in the United States. Rebecca Minkoff has come to define modern-chic style with her women’s ready to wear, accessories and footwear collections. To see the latest from the Rebecca Minkoff collection, please visit www.rebeccaminkoff.com.
Who?
Designers Editors Celebrities Reporters Bloggers
Media Advisory
What?
Rebecca Minkoff 24K Launch Event
Where?
Penthouse 45
Rebecca Minkoff 24K Launch Event
432 West 45th Street New York, NY 10036
When?
Friday, January 8th, 2016 8pm-11pm
Social Media
Facebook Date: January 6th Time: 10am- eastern time zone Text: So excited to host our 24K Launch Party! #RM24KParty Date: January 6th Time: 1pm- eastern time zone Text: Tune in on Snapchat to see live photos of the #RM24KParty! Date: January 6th Time: 3pm- eastern time zone Text: Months of planning but it was all worth it! Getting ready for the #RM24KParty tonight! Date: January 6th Time: 4pm- eastern time zone Text: Love to see bloggers getting excited about the event! #RM24KParty
Twitter Date: December 12th Time: 9am- eastern time zone Text: Sneak Peek at our newest must-have accessory! #begolden Date: December 12th Time: 12pm- eastern time zone Text: Ever wonder what Rebecca’s thinking? Ask her on her live chat on January 8th! Mark your calendars, fashionistas! Date: December 12th Time: 3pm- eastern time zone Text: What do you think of our newest accessory?! #obsessed #begolden Date: December 12th Time: 4pm- eastern time zone Text: Let the party planning begin! #RM24KParty
Instagram Date: December 7th Time: 9am- eastern time zone Text: We are obsessed with technology, are you?! Show us all your devices for a chance to win exclusive RM cases for everything you own! Don’t forget to tag us and use #TechAddict. Winners will be announced next week, may the biggest tech addict win! #contest #techaddict Date: December 7th Time: 12pm- eastern time zone Text: Monday Inspiration
Instagram Date: December 7th Time: 3pm- eastern time zone Text: Have you posted your #TechAddict picture yet?! Winners will be announced at the end of the week! Show us your addiction to technology and win RM cases for every one of your devices! #TechAddict #contest
Date: December 7th Time: 4pm- eastern time zone Text: Sneak peek at the photoshoot for our secret new accessory! #bts
Press Kit
ABOUT REBECCA MINKOFF
An industry leader in accessible luxury handbags, accessories, footwear and apparel, Rebecca Minkoff’s playful and subtly edgy designs can be spotted around the world on young women and celebrities alike. Rebecca Minkoff has developed into a global lifestyle brand with a wide range of accessories, footwear, apparel, handbags and jewelry as well as men’s leather goods under the label Ben Minkoff. The brand is distributed in over 900 stores worldwide, and on March 1, 2012, Rebecca opened her first free-standing boutique in Tokyo. In 2011, she won industry recognition when she was awarded the Breakthrough Designer Award from the Accessories Council. Rebecca is an active member of the CFDA and supports multiple philanthropies including Jessica Seinfeld’s non-profit, Baby Buggy.
24K Gold iPhone Case ➔
Made of 24K gold and Swarovski crystals
➔
Fits iPhone 6, 6 Plus, 6S, 6S Plus
➔
Can be engraved after purchase
➔
Keeps sleek and slim size of iPhone
➔
Protects iPhone from oils, rain, dirt, etc.
Designer Rebecca Minkoff Hosts Launch Party for 24K Gold iPhone 6 Case After opening first ever tech-savvy stores, Rebecca Minkoff stays with tech trend
Press Contact: Kristina Vega, PR Manager kristina.vega@rebeccaminkoff.com (815) 341.4996 FOR IMMEDIATE RELEASE NEW YORK, NY- October 27, 2015-- Rebecca Minkoff® brings iPhone cases to the next level by launching a $3,000 24K gold iPhone 6 case, complete with accented Swarovski crystals. The launch of the new product will be celebrated with a launch party at Penthouse 45 in New York City on January 8th, 2016 from 8pm-11pm. The 24K gold iPhone case will be available at Rebecca Minkoff stores and rebeccaminkoff.com on February 1, 2016.
The designer has incorporated technology into her brand in recent years with the help of her brother and co-founder, Uri Minkoff. After adding ‘wearable tech’ to her collection, such as notification bracelets that vibrate for incoming texts or calls, Rebecca Minkoff opened 2 new stores complete with touch screen technology. This new futuristic way of retail allows customers to be in charge of their shopping experience and brings useful inventory information to the eyes of the designer.
Rebecca Minkoff is keeping with the times and throwing a tech-savvy launch party for her new 24K gold iPhone case. The event will be hosted at Penthouse 45, 432 W. 45th St., from the hours of 8pm-11pm. The penthouse will be decorated in all things gold, including a gold carpet, gold straws for cocktails, and gold toothpicks for hors’ d’oeuvres. The event will also feature displays of the 24K gold iPhone case, as well as different wearable tech products from the Rebecca Minkoff line.
Upon arriving, guests will be given a gold swag bag filled with gold goodies, including a gold Rebecca Minkoff notification bracelet, as well as a QR code for an app download for the night. With this app, guests will be allowed to order drinks, request music, and add their own pictures to the Rebecca Minkoff Snapchat account. The party will also feature a photo backdrop interactive area where party-goers can use an iPhone that has the 24K gold case on it to take selfies as well as get their picture taken by a professional photographer. The selfies will be projected on the wall in a live stream. “#RM24KParty” will be used as hashtag when posting on social media.
“We are very excited to launch the 24K gold iPhone case, it is such an exquisite and timeless tech accessory and different than anything we have done before. We thought it would be fitting to have technology featured as a big part of the event,” said Rebecca Minkoff on the launch and event. “It is going to be a different party experience than anyone is used to. Just like our customers, we want our guests to be in charge of their own experience.” High resolution photos are below. For more information please contact PR Manager, Kristina Vega at kristina.vega@rebeccaminkoff.com. About Rebecca Minkoff Rebecca Minkoff is a privately held company with a national and international presence. As passionate about connecting with her consumers, as she is design, Rebecca Minkoff has quickly grown to become a leading lifestyle brand in the United States. Rebecca Minkoff has come to define modern-chic style with her women’s ready to wear, accessories and footwear collections. To see the latest from the Rebecca Minkoff collection, please visit www.rebeccaminkoff.com.
Who?
Designers Editors Celebrities Reporters Bloggers
Media Advisory
What?
Rebecca Minkoff 24K Launch Event
Where?
Penthouse 45
Rebecca Minkoff 24K Launch Event
432 West 45th Street New York, NY 10036
When?
Friday, January 8th, 2016 8pm-11pm
Quotes
“I am thrilled to be moving forward in our tech accessories. We have a great team that works hard on making new things happen. This iPhone case is very unique and different than the iPhone cases we are used to.” - Rebecca Minkoff, Designer “My background in technology has really helped me in the fashion world. There is so much we can create to make things so much easier and more exciting for our consumers. I am very pleased and eager for everyone to see the technology we have in store for the launch event.” -Uri Minkoff, CEO
Kristina Vega, PR Manager
Media Contact For questions, inquires, and more information
kristina.vega@rebeccaminkoff.com 815.341.4996