Fig 1.
Fig 2.
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L ā kh is a n u p- m a rket men’s f ra gra nce bra nd t a rgeting the ‘ Modern Da ndy ’ – a w it t y, int elligent , cha rm ingly s a rca s t ic young prof es s iona l w ho ha s m oney to s pend a nd a r t to find. The fragrance will be entering a very cluttered niche market, where individuality and personality drive sales. The promotion and advertising must match the brand and its values, in order to attract the target audience and whilst keeping exclusivity. Lākh by definition is a large sum of money in Hindi culture, and this is reflected in our brands quality and beautiful design. Throughout the promotion, adverts and campaigns must be recognisable to the core values of the brand. This report will outline the proposed strategy for a successful launch, maintaining press and growing the brand through year one.
Fig 3 5
To reflect the desirable exclusivity of the brand, Lākh will only be sold in-house and on its website. One store will be located on Shoreditch High Street and the other on Newburgh Street in Soho, Westminster. In fashion terms, East and West London represent a very different consumer. East London is typically more expressive and experimental; a fashion scene that relies heavily on the youth culture, an area full of inspiration and creative opportunity for designers. Whereas West London style is much glossier, polished and associated with high end prices and luxury shops. Our consumer is a harmonious combination of East meets West, taking the artistic ‘dandy’ persona from the East and mixing it will the clean minimal aesthetic in the West. At roughly three miles apart, our stores are surrounded by boutiques, cafes and most importantly the people, who will love and appreciate the unconventionality of Lākh and its lifestyle.
Forbes 2013
Fig 4
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Inside the store, the brand recreates a chemistry lab, using science as an unusual unique selling point. The exterior of the store is unassuming, a simple white washed building, which houses a fun, artistic and innovative shopping experience. Inside scaffolding will remain present, paradox to the bright white walls and black boards covered in chalk science equations, all adding to a modern ‘unfinished’ interior. The soundscape will provide a third dimension. Sounds of bubbles, chopping wood, fire and water add to the experience; the store looks and sounds like the fragrance smells – woody, minty, fresh. “Music produces a kind of pleasure which human nature cannot do without.” Confucius (Sayings of Confucius)
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The point of difference in the store will be the chemistry experiment happening right before the customers eyes. Beakers, tubes and Bunsen burners provide the perfect mise-en-scene to further convey and concrete the brand’s ideals. Many artists in the past have used medicine and chemistry as inspiration in their work, however Lākh will bring the excitement of the production to the shop; instead of being hidden in the closed walls of a soul-less factory. Another feature of the shop will be the fragrance bar, which will provide seating and the opportunity to talk directly to the Chemist Perfumers. Apple Mac computers will be in use on the perfume bar, which allow customers to find their ‘perfect’ fragrance based on their preferred scent characteristics which are determined by smelling the raw ingredients from the test tube racks on the bar top. The Macs will also link directly to the website and allow visitors to sign up to monthly Newsletters. Fig 5
The launch event plays a vital role in establishing the brand and giving it the platform it needs to grow over time. Focusing the launch around our art and culture enthused ‘Dandy Man’ - Lākh will collaborate with the most visited modern art museum in the world; the Tate Modern. A month long event, which will feature a unique pop-up retail space to coincide with the launch of its London stores. The pop-up store will construct of a 100% glass box, an architectural innovation, matching the brands aesthetic: clean, pure, futuristic design. Scandinavian Architects Hakon Vignæs and Einar Jarmund are based in Oslo and Norway and they will be responsible for designing the masterpiece. They will explore modern possibilities to create a supernatural, memorable shopping experience. Located in the Tate’s five storey high Turbine Hall, the popup store will become a piece of art in itself.
Inside the pop-up will provide our consumers ideal shopping experience; a mix of art, fragrance, zines and tech. As described earlier, the Chemistry Lab experiment will be in the centre of the room, as well as fragrance bars and staff/perfumers; in keeping with the Lākh stores. The soundscape will first be unveiled at the pop-up event, setting a tranquil atmosphere and embodying the calm/ natural scent components: wood and herb. There will also be limited edition one-off pieces/scents specifically made for the event. As a form of Guerrilla Marketing, pipits of the signature fragrance will be handed out as luxury freebies. Another novelty fragrance item made especially for the event will be Lakh’s scented bath tablets packaged like medicine, on sale for £15 per six ‘pill’ strip. For our brand, these small, exciting and almost controversial touches are vital in gaining word of mouth and press in the right places.
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Fig 6 & 7
The purpose of this event is to transform the brand into a lifestyle. To incorporate this, along with the Tate Modern collaboration, Lākh will provide the opportunity for up and coming UK male artists from fine art, photography, illustration and graphic design to showcase their work in the glass cube. The artists will work in partnership with Lākh and become the brands in-house resident artists. For the launch, commissioned artists will create projects based around chemistry and science, no matter how abstract or conceptual. Work will be available as originals or as £2 postcards.
In terms of catering for the event, we will partner with The London Tea Company producing a range of limited edition iced cocktail teas. The Fair Trade company have taken their British heritage trademark; tea, and added quirky unusual twists to become a worldwide success. We will produce four teas, infused with wood, herbs, tobacco and mint - the ingredients in our fragrance. Together we will partnership as a celebration to British culture, adding a flourish of fun and informality to the event. Cocktails will be served in tumbler sized Conical Flasks. These ware sure to be a hit with photography social media sites like Instagram and bloggers. Fig 8 & 9
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Art Director and Editor, Ismini Adami will provide visual expertise’s in both commissioning artists for the pop-up launch event as well as managing the layout and composition of the artist’s work in the store itself. His style is clinical and edgy having worked with TANK Magazine, Myran Design and Dapper Dan. Working with niche brands has allowed for experimental creative endeavours, without becoming a big name sell-out. Ismuni is our ‘ideal’ consumer, meaning we can apply both his skills and taste, to impress like-minded men.
Alice Heart will work alongside Ismuni. She specialises in marketing and has vast experience in curating adverts and shop visuals. She is currently working as creative director at ‘The Message is the Medium’ which has been featured on Dazed & Confused and Nowness and also commissioned by Margeila, Opening Ceremony and ACNE. The launch event will utilise her experience in storytelling and love for postmodernism and technology. She will organise the shop layout, aesthetic and pass the message on to her influential contacts. Lastly, events and project manager Paloma Stipp will be in charge of managing the budget and the overall running of the event; liaising with clients, artists and Lākh staff to ensure a successful smooth launch.
The location, style and scale of the launch event will result in much PR coverage in local papers and high fashion magazines. Whilst only temporary, the pop-up store recognises local talent in a community event. It also promotes Lākh by using the core interests of our target market; a man who is purposely individual, living up to his dandy traits; he needs to be impressed.
OPENING NIGHT
The month long pop-up event will have an exclusive, invitation only opening night. The glass box pop-up is such a unique venue that is almost a blank canvas. The structure will remain but for the opening night, the interior will be fitted with Bauhaus style, clinical modernist furniture, atmospheric white lighting, cocktail bar and music area. Musicians ASH from Northern Ireland and American, Twin Shadow from will headline the night. Both musicians have created recognisable style with modern dandy dress and with beautiful narratives running through their videos. The glass walls will be turned opaque at the touch of a button and projectors will play their short art films across all six sides of the cube as they perform.
Fig 10
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Although Lākh won’t have ambassadors as such, the opening night will raise the brands profile with influential personalities who are celebrated within their field. Clement Chabernaud, Miles McMillan and Arthur Gosse will become the face of the night – three of the most coveted models of the season, known for their artistic sensibilities and engaging personality. Designers, models, chefs and writers will attend the soiree, a sartorial stylish affair: with invites going to famous faces Joseph Gordon-Levitt and Matt Smith etc. Other guests will include, press, journalists, photographers and Tate Modern Director: Sir Nicholas Serota.
Lākh will work alongside Designbolaget to create original, on and offline artwork with the objective of generating positive press. Designbolaget are a Copenhagen based design group working within the realms of art and fashion. They believe in conceptual thinking and creating bespoke designs tailored to each client. As a niche company, their creative freedom results in playful, inventive imagery. Their clients are up-and-coming Denmark designers including; BZR, Won Hundred and Stella Nova. Their Danish roots produce refined, conceptual artwork that matches Lākh and our clinical obscurity. It will be the first time the company have worked with a British brand; another Lakh exclusive. Together we be in regular contact with Designbolaget, creating printed adverts and publications (zines) to keep the profile of Lākh high and in keeping with current trends.
The zines will be a released on a quarterly basis, a stylistically opulent and engaging read. The graphics will mimic the brand ethos of clinical minimalism and the content will cover fashion, art, fragrance, travel and food. The content will showcase Lākh and what inspires it and most importantly it will be a useful, functional read. The perfect coffee table magazine, aimed towards our dandy man along with all manner of art and fragrance muses. A similar brand to have done this is ACNE with ACNE Paper; they have grown their brand, bravely entering all kinds of communications. In this market the magazine industry isn’t dead, for art lovers, printed matter gives them something to hold onto and collect. Zines will be stocked on the website or in the stores and will be sold for £7, an expensive price tag to match the luxurious brand.
Fig 11 & 12
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For magazine publicity, adverts will feature in the likes of Dapper Dan, Nordic Man, Fantastic Man and we will propose that the launch event becomes the feature article in the subsequent issue of Tate Etc, the Tate magazine. These are far from simple fashion magazines; they are well-produced, intelligently written publications, covering philosophy, style and target the modern gentlemen. Suiting the Lākh ethos and staying ahead of the curve.
With the help of RelativeMO one of Europe’s pre-eminent fashion and consumer lifestyle PR and communications agencies, we will source valuable industry connections, generate press releases and keep the media engaged. RMO Communications are known for expanding brand presence in the market and securing them a broad range of media coverage. Based on Redchurch Street in London, their diverse range of clients including A.F Vandevorst, Lucas Nascimento and Preen, to name a few, have gained the correct balance of publicity versus exclusivity - exactly what Lākh require. We aim to create a relationship with people and to keep the niche feel; quality over numbers. The agency also take part and hold annual press days which will further increase public awareness. Fig 13 & 14
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DIGITAL The online strategy will focus on producing a cultivated website with regular updates and partnership with companies. It will encompass the aesthetic clarity of Lākh which is equally as inspirational as the consumer. The content of the site will be delivered in a blog format. The website will present all fragrances and customers will be able to purchase items through a prescription style ordering method which transforms the arduous payment stage.
The website will however become more than an online shop, we aren’t aiming for a hard sell technique. The primary function of the site is to provide immediate regular ‘doses’ of Lakh related loveliness. The site will become a social hub for the Lākh man, providing personal, charismatic insights into the brand and featured articles. For example, it will show behind the scenes footage of the resident artists at work and promote their profiles. The website will feature art and culture news based on the modern man; for example last weekend’s Brighton based music festival and the long awaited release of The Great Gatsby. Through the website we will also release teaser imagery in the run up to the launch event. Advertisements will be more in-depth for those who search for us or check out the website, as part of our niche branding we won’t cover bill boards or go mass market.
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“Good grooming is integral and impeccable style is a must. If you don’t look the part, no one will want you give you they’re time or money”
DAYMOND JOHN
FIG 15 & 16
The website will make up the majority of our digital presence. Using relationships as a metaphor, we want to be like a new relationship and leave the man forever wanting more; calling into the shop or checking the website. Rather than being the irritating partner, filling your news screen with texts and status’. Therefore the only social media site we will be part of is Twitter. We must acknowledge the importance of the online world but remain true to the brand and not dilute its exclusive name. Via twitter will circulate the hashtag ‘#ENTERTHELABORATORY’ which will also be published on postcards at the launch event and on zines/adverts created by Designbolaget. The hashtag keeps the brand youthful and interactive and is a form of free advertising. It will become a tagline for the brand, along with our slogan ‘Lākh the formula for the Modern Man.’ New phenomenon ‘SnapChat’ also adds youthful energy. It’s is advertised as the fastest way to share a moment, sending people images that are then deleted after a maximum ten seconds. The App is fun and although it’s a mainstream addiction, due to the images temporary lifespan it remains exclusive and sparks interest into the brand. Through ‘SnapChat’ we will circulate images related to the brand – i.e. packaging, in store events, the launch etc. For those who are curious and interested in the ambiguity of our ‘SnapChats’ they will be able to search the brand and find our heavily informative, interesting website where they can become part of the Lākh lifestyle. 23
Fig 17 & 18
TO CONCLUDE To conclude, this communication strategy illustrates the proposed plan in promoting LÄ kh and retaining press leverage. The launch, PR and digital strategies all take into account the character of our brand – clinical, dystopian science. Pushing boundaries with innovative ideas whilst remaining a highmarket, elite fragrance targeting an artistic intelligent dandy man. A large proportion of our press coverage and online existence will be in the form of blogs / articles. The quirky science theme of the brand and large scale launch event is likely to become a talking point in London generating press word of mouth. LÄ kh scent and branding is like marmite; a love/hate concept meaning that coverage may come naturally, whether it good or bad.
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Fig 2: LÄ kh (2013) Formula for the Modern Man. Own Imagery.
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