Communications plan: Launching the brand
This report will cover the campaign created for the launch of the Kate Smith brand in Spring Summer 2014, with the brand opening for business on June 1st 2014. The campaign will run for 6 months before being replaced with the new Autumn/Winter collection. The concept of this launch campaign is ‘simple sophistication’. A model will portray this in her early 20s in a very minimalist, clean spacing allowing the silhouettes of the designs to take the centre stage. Using a model in their early 20s, means the campaign will instantly relate to Kate Smith’s target audience, as mid 20s is the age bracket of most recent graduates; the niche marketplace our designs fit perfectly into. We are going to employ an advertising campaign, visual merchandising and highly interactive digital marketing campaign. It will be combined with a strong PR strategy that will run alongside each element within the campaign.
contents page introduction background & rationale aims & objectives stragetic approach marketing tactics assessment & conclusion appendices
Introduction. This report is for the launch of Kate Smith in the summer of 2014, with stores opening both on and offline on June 1st 2014. This will be at the same time as the promotional campaign will be launched. The campaign will run for 6 months before being replaced with the Autumn/Winter campaign. There will be a clear message running through the entirety of the campaign, which will allow for the target consumer base to understand Kate Smith quickly and easily, attracting them to our brand. For this to be as successful as possible, a number of marketing tactics will be employed such as a strong digital campaign, with visual merchandising and advertising. The message of the campaign is that while a working wardrobe has to be formal it can also be overtly feminine; this will be demonstrated by the clothing being sophisticated in silhouette contrasted against the pale pastel colour palette. This is most notably going to be achieved through a subtle yet memorable advertising campaign. The use of visual merchandising demonstrates that we have understood how our consumer enjoys to shop, and where is going to be most effective to her, both in store and digitally. In store shopping will be located in major UK cities such as London, Leeds and Birmingham, whilst online will be through both an E-commerce site and a smartphone app. It will also start to underpin within the consumers mind a focal point within our design aesthetic. Creating a smart phone app will be undoubtedly effective as it allows us to instantly be in direct contact with our target consumer, and allow them to stay up-to-date with the brand. Also as a consumer group that’s on the go a high percentage of the time it becomes highly relevant for us to be able to reached quickly and easily whilst on the move.
background & rationale. Kate Smith came from humble beginnings from a small town in London, Katherine, the designer, saw a gap the market for clothing such as her designs. There needed to be a brand that is spirited, youthful, and carefree, not conforming to what was then known as work wear. Kate smith is a brand for young, fun, stylish professionals, creating pieces with a clear conceptual edge to them to allow for individual styling. Providing those essential wardrobe pieces, all having been designed with a modern edge for those where being on trend is a must whilst still looking timeless. Using premium fabrics mixed with minimalist silhouettes alter casual looks into pieces that have a much more sophisticated and business appearance. Taking modern tailoring and juxtaposing that against soft fabrics highlight the femininity within our work wear, as well as providing a high-end feel of the brand. Our clothing is designed to give women the confidence they need to go out into the work field and command attention and respect. We are a contemporary brand that keeps its focus on allowing the silhouettes of the clothing to take centre stage and combined with a muted simplistic colour palette. Our pieces are collectables, items that can be passed down to other generations as we portray a timeless elegance. The soft colour palette injects a subtle sense of fun and excitement into your work wear, each item allows our consumer to have a sense of individuality in the work place where it is easy to blend in. We aim to make the consumer stand out from the crowd. Each individual piece in our collections demonstrates both the consumer’s personality and their keen eye for fashion. We take classic styles and shapes and put a contemporary twist on the designs. Our aim is to bring fashion that is on trend for each season but still able to integrate with other pieces all year round. The target consumer for Kate Smith are women of around their early 20s to mid thirties. They are making a start in their career, as they are recent graduates, building their way up the work ladder, earning a wage of roughly £25, 000.
aim and objectives.
The aim is to inform our target consumer group of the Kate Smith brand, therefore creating brand recognition, loyalty and sales. In order to create a strong recognition of the Kate Smith brand within our target consumer market, the ‘20somethings’ during this launch campaign, one of the main focuses is through a digital campaign. To achieve a highly effective digital campaign, it will need to utilise social media combined with the inclusion of creating a minimum of one smartphone app. Brand loyalty is something that is key to be built up as quickly as possible, as it makes the consumer want to keep returning back to the brand. Therefore all of the marketing tactics will be tailored to integrate perfectly with the ‘20somethings’ demographic, to keep them interested. This takes up a niche marketplace that most work-wear stores miss out on by being either too professional or too casual. To generate a strong sales performance, a highly memorable and relatable advertising campaign will be implemented, across both print and digital media. This allows for the highest coverage to attract our consumer group as they shop both in shopping centres, therefore would see billboard advertising, but are also on-the-go a lot and using E-commerce would accommodate them to buy from anywhere at anytime. The inclusion of digital media will allow to constantly be updated on the brand.
strategic approach.
The message of this campaign is that working wardrobe should be both professional and feminine and now it can be. This is demonstrated by the clothing being sophisticated in silhouette, therefore being highly work appropriate juxtaposed against the pale pastel colour palette. This is going to be obviously achieved through a subtle yet highly memorable advertising campaign. The campaign will be minimalistic, in order to tie in with the whole brand ethos of subtlety and elegance. It will contain strong themes of sophistication and desirability. The visuals will be strong and bold whilst still being created with a subtle colour palette. Making them soft, simplistic and memorable. This launch campaign will not only involve a print advertising campaign, but also a digital campaign that mirrors the print version, press events and a visual merchandising campaign. The whole campaign will be slowly leaked via social media to build up interest in both the brand and the campaign itself before the launch. The sneak previews will intrigue the demographic, creating a word of mouth viral campaign before the launch of each section.
marketing tactics. Advertising. The advertising campaign for Kate Smith will primarily be shown in a range of magazines that focus on other areas as well as fashion, for example art & culture. There will also be digital campaign elements in the form of editorials on the company website and social media networks. A selection of the magazines the advertorials will feature in are ‘dazed & confused’, ‘wonderland’ and ‘i-D’. These are some of the magazines our consumer avidly reads and therefore it is relevant to be seen in here. The reason for these magazines being used is that our consumer is a creative individual and therefore the brand will gain more attention if adverts are aimed more at fashion, art and culture rather than just fashion. The cost of advertising in these magazines will be approximately be £45,201 but may increase if the option of a double page spread is chosen. The adverts themselves would always fit in with the minimalistic theme, and the subtle colour palette always being pastels, if any colours are used at all. The advert will appear on a single page for portrait images and a double page spread for larger and landscape images. The advertisement images will always incorporate white space, an element that runs consistently throughout the brand. The advertisements will appear sophisticated but still youthful. The photo shoots for the advertisements will take place in simple locations with minimal backgrounds or in simple studios depending on the mood the advertising campaign is trying to convey. In the current Kate Smith advertisement for the launch of the brand the image for the advert was taking in an all white mill, with natural lighting to make the image look simple yet still eye catching. The model in the advertisement will always be relevant to our target customer, in the sense of similar age and style. It is an important factor to have a relevant face to the brand instead of using a model or celebrity that will portray the wrong message. Specific photographers, styling team and Make up artists will always be used to ensure to consistency of the brand look. It is important that the team understands the brand well enough to produce relevant and current adverts to work with the market today. The logo relevant to the collection being advertised will always appear in the bottom corner on the right hand side. Eventually, when the brand becomes better known and established, the paint splash alone will be enough for people to recognize the brand and collection the advert is designed for. When Kate Smith is more established the advertisement would be recognizable in a ‘Kate Smith’ style, simple, minimal but
luxury. The advertising works well with our consumer as they have a fashion forward mind and enjoy reading into fashion, art and culture. Due to her profession she will read magazines as part of her job meaning she will most likely see the advertisements we put out both in a professional and personal capacity. Being quite young means she is connecting with others via social media, therefore advertising on social media platforms and our website means it is easily accessible to her.
Digital Campaign. The second key tactic we are going to implicate within our launch campaign is a strong digital & e-commerce strategy. This will instantly attract our target audience as they will most likely be on the go and therefore be using their smart phones to both shop and keep up-to-date with fashion. Kate Smith will create an online experience to invite customers to adopt a distinctive lifestyle. It engages with consumers by inviting participation in various ways, such as ‘finish the look’ features. Kate Smith speaks to its shoppers like a friend, encouraging engagement with the brand in a familiar way, pushing products across its social media platforms, linking heavily to its e-commerce site but always with the interests of its millennial target market in mind.
Its content aims to be in line with what consumers are used to liking and sharing already in order to grab their attention. Unlike our competitors, the brand frequently posts content that does not feature products but still maintains the Kate Smith ethos. The integration of relevant content and promotional announcements catches the shopper’s eye and provides direction to sales and products. Maintaining a common thread across the varied content are distinctly social themes that carry over between platforms and social profiles but also create a meaningful conversation with followers. The Kate Smith Facebook page will feature visuals of the new products, campaign images, behind-thescenes videos, promote Kate Smith events and promotions. Whilst constantly having behind the scenes content across the board, running alongside to make the consumers feel more involved with the brand. The Facebook page will also feature regular interactions with consumers to get their personal opinions and responses about the brand, promotion and product and shipping queries.
Whilst mirroring the Facebook page, the Twitter feed will include product information and behind-thescenes features. It will have a strong focus on brand and store news, including making sure the target customer is aware of both online/in-store promotions. There will also be the relevant re-tweets about the Kate Smith brand from both consumers and fashion professionals. The Twitter feed will be the most interactive platform with the Kate Smith consumer, with consistent responses to mentions, compliments and questions relating to the brand or products sold. The main reason we are going to make sure we have strong interaction with consumer comments is to reassure to the customers they are highly important to the Kate smith brand and we do take on board what they feel, in order to make the brand most effective for them.
The Kate Smith Pinterest account will be highly visual, and therefore contain design and style inspiration for the brand; including re-pinned images to match that seasons particular trend and themes. Each season will have its own board to contain all the campaign and look book imagery together. Allowing the customers to follow the thread of the collection and understand how it’s developed whilst demonstrating behind-the-scenes footage. The Instagram account will clearly be the most visual social platform we are going to take full advantage of to connect with the customer base in promoting the brand, but also making Kate Smith highly relatable. The aim of this is to enhance the overall Kate Smith image. This page will therefore feature images of products, behind-the-scenes content, in-store events, and lifestyle images. It will also document the brands news in a more fun method whilst still being informative. The page will be an even mix between photographs and videos, so as to keep the viewer engaged and make sure the brand doesn’t become predictable. It will promote core values of the brand in a highly visual manner.
The Newsletter will be presented in the form of an email, as it’s most effective in attracting our target audience. The emails will be packed with clear stories and links, to encourage the consumer to browse a specific look book or clothing section. It will engage a mixture of branded photo shoots, style inspiration and give special attention to the smaller segments, such as accessories and jewellery. Kate Smith will be consistent with the frequency of the emails sent out, without over-doing it and bombarding the consumers. They will send a weekly roundup email, and some weeks if there is a offer or special promotion running they will send a secondary email. The Kate Smith app will offer exclusively created content, to both allow consumers to shop on the go but also keep up-to-date with the brand. The branded content within app will focus on delivering a story about new or exclusive products, with a strong editorial angle. The app itself will be highly image-heavy with the text primarily featuring within the news sections of the app. Therefore it’s aimed at the brand enthusiasts who appreciate the label’s artistry and ethos without having to be too obvious about it. It will showcase some the most popular designs from Kate Smith, encouraging the viewers to shop the pieces and looks demonstrated. The user will be re-directed to the Kate Smith E-commerce site straight from the app, by clicking on the item in order to purchase. The app will also let users unlock exclusive content, meaning that the opportunity of purchasing items, isn’t the only purpose of the app. Instead it will allow them to qualify for exclusive offers and free draws.
Visual Merchandisng. The visual merchandising of Kate Smith will continue to communicate the key values of the brand: minimalism and sophistication. The shop windows will play an important role, as they are one of the key strategies that will attract customers. Each shop will have two windows placed either side of the entrance and will display the best selling pieces within the current collections; Kate Smith Original and Kate Smith Luxury. The main colour used inside the store will be white, for the mannequins and background; the mannequins will be clean and sleek with no facial features or wigs, allowing the focus to be solely on the garments. The appropriate sub-brand logo will be placed on the wall behind the mannequin, facing the passers-by to inform them of which collection the items are from. On the bottom corner of the window will be a small price display for the pieces on the mannequin.
The Kate Smith store will send the brand message by its simplicity. The walls, floor, counters and rails will be white and simple but using props such as baby pink seats, mint green display tables and flower arrangements on the rear of the shop will add colour, reinforcing the femininity of the label. On the left side of the shop will be the clothes rail, on top of which will be hexagonal stands for bags and shoes. The right side will be the counter and the changing rooms, which will have pink and green curtains, a big mirror and small settee.
At the rear of the shop will be a large photograph taken from the current advertising campaign. In the middle of the shop will be several seats allowing customers to both feel at home and try on pairs of shows and display tables holding jewellery stands. The brand identity will be delivered by the in-store experience; the garments will be displayed on branded shoulder and waist hangers. The hang-tags will be highly simplistic, containing only the size, price and logo of which sub-brand the item if from. As far as sensory inputs, ambient instrumental music with be played and a delicate, feminine smell will be in store. The lights will not be too bright, so as not to tire the customer. The staff will be very friendly, knowledgeable of current trends and the Kate Smith label, fashionably dressed in a specific uniform of Kate Smith items.
assessment and conclusion. Measuring the success of the launch campaign has been will be done by calculating how much revenue has been bought in. This will be of the overall sales increase, not just the pieces that are featured heavily within the advertising campaign. This will combine the sales in store, online and through the mobile store. While the overall sales will determine how successful the advertising campaign has been, we can break down which particular items were most successful and bought in the highest amount of revenue. From working out which pieces were most successful it will help to determine what to focus on for following campaigns, and if the advertising campaign as a whole needs to be tailored to meet a more positive reaction from the target consumer. This is something that will continue to be built upon season to season in order to consistently achieve a rising profit margin. The best way to effectively determine how positive of an impact our model had to the consumer group is by monitoring if the items bought were shown as complete looks within the advertisements. This will demonstrate if our consumer is drawn to wanting to mirror the youthful model, or if it’s specific design traits implemented to each item. The digital marketing campaign is the most effective tactic for the customers to feel more connected with the brand, as it allows them to feel as they are in total control of what they are viewing. By them choosing to ‘follow’ Kate Smith across social media platforms, they will feel they’ve gotten to decide what elements they see from the brand, allowing it to feel less like they’re being marketed to but instead trusted to be a part of the label. It also makes them feel that they’re getting a sneak into what happens behind the advertising, and more about how the brand itself works. This is through seeing more of the collection and the adverts before being released and knowing extra information on the brand such as the staff’s outfits and best picks, (shown through pinterest). The advertising campaign itself is simplistic in how it marries both the label and the demographic. This has been achieved by the overall mood and theme of the campaign, not just a relatable model. By focusing in on a clean approach to work-wear advertising, the sales of items that can only be worn in a working environment will determine if the next campaign needs to be more obvious or if this has had the success wanted. In order to monitor how great of an effect the visual merchandising has had is by creating contacts with those consumers that come into store, and build up a strong rapport with them. This will determine if customers become loyal to the brand, therefore inclined to keep returning to the store. This will then be compared against the amount of sales bought in by the E-commerce site and the smart phone app to calculate which is proving to be most popular. By figuring out which style of store has proven to be most effective it will dictate what, if any largescale changes need to be made to our stores, such as holding a larger range of the collection.
appendices.
Creative Brief.
This advertising campaign is about promoting that fashion doesn’t have to be either professional or feminine, but instead very much can be both. Therefore it will focus on pulling together themes of professionalism and minimalism. These two main themes will be represented through a series of adverts containing soft pastel colours, professional silhouettes and a relatable model that reflects our target consumer. The campaign will be shot in a clean, simplistic location, so as to let the clothing remain the key element within the adverts. By keeping the backdrop primarily white it allows the muted colour palette to make a stronger impact. Within the one location, there will be a range backdrops to the images to represent how diverse our product range is due to creating pieces that will be able to be moved season to season rather than being trend dependant. The adverts will primarily feature within the printed press, such as ‘dazed & confused’, ‘wonderland’ and ‘i-D’. Putting the adverts in a range of magazines, that don’t just focus on the fashion will instantly hit our target demographic but will also attract a secondary audience. the adverts themselves would always fit in with the minimalistic theme, and the subtle colour palette always being pastels, if any colours are used at all. The adverts will also be heavily featured across a range of digital platforms, such as our social media pages. This will be as effective as our consumer has a busy schedule, therefore will be on-the-go and use their smartphone/tablet to keep up with their everyday life.
consumer profile.
The Young Professional Kate Smith’s customer is a young female aged between 21 – 35. She is finding her footing in her profession within the fashion industry. She studied journalism and communication at University with the aim to one day run her own company. she is working full time in a magazine publishing house in London as a junior editor, earning roughly £24, 000. This makes her the perfect customer for our brand, with our price range and on trend collections. Living in London, an iconic city known for its fashion, with working in the industry itself, being right on trend is of great importance to our customer. Kate Smith would appeal to her, as the clothing is appropriate for an office work environment but still in keeping with a young, fun and stylish personality. To our customer, quality and timelessness is of most importance when buying clothing, buying more expensive designers isn’t a problem as long as they are classic pieces that will last. On her wage, she prefers buying a few key pieces for each season that she can mix and match with things she already has in her wardrobe. Working in the fashion industry today means she is constantly on her phone and will be easily influenced by advertisements and promotions she sees, while on her phone or laptop, as emails and social media are so easily accessible and used so often by her. Our target customer shops in mid range designer brands such as Whistles and Jaeger; brands such as these provide clothing she can wear for both work and her social life going out. It is key that the stores she shops at have a online website where she can order clothes on her commute or at home as she has a busy work life and doesn’t always have time to go to stores shopping. Her monthly budget for clothing is from £150 to £250 and will buy clothing that she can take from day to night and will last all year round. Working as a junior editor means she has a busy work life but it also involves networking on a evening with others in the industry, her outfits need to be able to transcend into the evening and look effortlessly stylish. Like all young women, she like’s to make an effort and be on trend. She is interested in fashion, music and travel. She enjoys going abroad to experience new cultures, embracing their clothing, food and way of life, this gives her inspiration which she feels helps her in her work.
Media list. Wonderland Magazine:
Description: Spotlights contemporary visual culture - art, design, film - together with the latest fashion. Target Audience: Affluent men and women of sophisticated tastes. AB consumers aged 25-45. Circluation Source: Publisher’s Statement Dates: 25th September 2012. Total Average Net Circulation: 150,200. Contact: submissions: editorial@wonderlandmagazine.com
Dazed & Confused Magazine:
Description: National new-style title identifying new youth attitudes through its distinct visual and editorial identity. Q&A interviews profile the individuals shaping future cultural direction in fashion, music, film & art. Target Audience: Stylish, innovators, media literate opinion formers. They know about styles, brands and products and look to D&C as a credible and reliable source of information. Circluation Source: Publisher’s Statement Dates: 01 February 2013. Total Average Net Circulation: 93,163. Contact: Fashion Features Editor: Dean Mayo Davies: dean.md@dazedgroup.com
Rollacoaster Magazine:
Description: A mass circulation FREE fashion and culture magazine which showcases the very best in fashion, beauty and grooming, film and music. Target Audience: 50/50 Male/Female, Urban men & women aged 16-30, brand savvy, early trend adopters. Circluation Source: Publisher’s Statement Dates: 25th September 2012. Total Average Net Circulation: 300,000. Contact: info@rollacoaster.tv
Exit Magazine:
Description: Style title, high-tone, glamourous, sexy and aspirational. Identifying hedonistic new culture and attitudes through its distinctively stylish, visually arresting imagery of fashion, cutting-edge art, design, photography, travel, architecture and music. Target Audience: Male/Female, aged 20-35 years of age, high-living, leisure-loving culture addicts, style innovators and opinion formers who are passionate art, fashion and photography lovers. Circluation Source: Publisher’s Statement Dates: 01 June 2007. Total Average Net Circulation: 48,000. Contact: submissions@exitmagazine.co.uk
Fiasco Magazine:
Description: Unisex fashion, arts and lifestyle magazine. The magazine features new and existing talent, fashion, reviews, interviews, art and illustration. Based in London, but also staffed in New York, worldwide network of contributors shooting globally. Target Audience: Trend-conscious 21 to 35 year olds. Circluation Source: Publisher’s Statement Dates: 01 January 2012. Total Average Net Circulation: 40,200. Contact: submissions@fiascomag.com
Vogue Magazine:
Description: Leading-edge fashion magazine playing a vital part in helping women decide what is the right style, right colour, and above all the right look. Target Audience: Concentrated in the 20-44 demographic group. A high proportion are in some kind of job or profession and are in the higher income groups. Circluation Source: ABC Dates: 01 July - 31 December 2012. Total Average Net Circulation: 203,356. Contact: vogue.com.editor@condenast.co.uk
LOVE Magazine:
Description: Bi-annual fashion publication featuring inspirational ideas on trends developing in the fashion world and beyond. Target Audience: Designers, artists and anyone with an interest in fashion and culture. Circluation Source: Publisher’s Statement Dates: 06 July 2012. Total Average Net Circulation: 100,000. Contact: Editor-in-chief: Katie Grand @kegrand
ELLE Magazine:
Description: An important, high quality directional glossy magazine with a clear emphasis on fashion and beauty. With outstanding photography and witty intelligent features. Target Audience: 18-26 year old women, style conscious opinion formers, with a high disposable income and a passion for shopping. Circluation Source: ABC Dates: 01 July - 31 December 2012. Total Average Net Circulation: 194,253. Contact: Georgia.simmonds@elleuk.com
i-D Magazine:
Description: Innovative, general interest young adults magazine, covering music, street and catwalk fashion, clubs, films, books, ideas and people. Interviews, features and reviews illustrated with original graphics and photography. Target Audience: 18-35 year old style leaders and opinion formers Circluation Source: Publisher’s Statement Dates: 01 September 2011. Total Average Net Circulation: 83,054. Contact: Fashion director: Charlotte Stockdale.
digital platforms.
FOR IMMEDIATE RELEASE: Kate Smith CEO: E.Kelly@Katesmith.co.uk Press officer: E.Fisher@Katiesmith.co.uk Media contact: J.Walker@Katiesmith.co.uk www.KatieSmith.co.uk
Katherine Smith launches fashion brand. Contemporary brand with silhouettes making statements. London, 17th May 2014 - Katherine Smith today announced the launch of the Kate Smith brand. Fashion with a conceptual edge, essential items to female fashion conscious graduate working within a busy city office. The flagship store will be based in Carnaby Street in London, with stand alone stores in key UK cities. The brand will launch both in store and online on June 1st. Founder Katherine Smith has this to say:
“I wanted to create a brand that is fashion forward whilst using high-quality fabrics and minimalist silhouettes. The idea of a fashion brand that is focuses on minimalism, classic shapes with timeless pieces has always appealed to me and I finally have the chance to make this a reality. The idea first came to me when a friend, who recently graduated from University got her first ‘real’ job and wanted beautiful clothing for work but couldn’t afford how highly priced most of it was.” A fashion brand oozing femininity through its soft silhouettes & simplistic colour palette. Highly sophisticated showing elegance whilst still being highly individual to each personality. Most importantly it’s a brand that is forever stylish and exciting; adding modern twists to favourite classics. Stated by one of the customers involved with the pre-release.
“As someone that is constantly on-the-go I needed clothing for work that would allow me to look professional in my office, yet would also fit perfectly on a business lunch or cocktails with girls at the end of the day. This brand is already letting me do this. It has an effortless feel about it, allowing me to mix and match it dependant on my mood.” The advantage our clothing and accessories has over our competitors, such as ‘Cos’ and ‘Whistles’ is that it sits in a niche market in-between these two brands. Whilst the clothing across all three are business casual, with our consumer group being recent graduates we are targeting those that don’t want to look overly business orientated but do still want to show off the professionalism. ENDS Kate Smith is a fashion brand with a clear, conceptual edge for the new season, creating essential items, stripped back and designed with a modern twist. We use premium modern fabrics and minimalist lines, making casual wear look and feel smart. Allowing for a pared back luxurious direction. Simple modern tailoring and softly controlled fabric highlighting a high-end mood. ###
FOR IMMEDIATE RELEASE: Kate Smith CEO: E.Kelly@Katesmith.co.uk Press officer: E.Fisher@Katiesmith.co.uk Media contact: J.Walker@Katiesmith.co.uk www.KatieSmith.co.uk
The business of minimalism. Kate Smith debut advertising campaign. London, 10th june 2014 - Kate Smith today launched her debut advertising campaign ‘The Business of Minimalism’.Tthe campaign highlights the professionalism within the designs & the femininty Kate Smith prides herself on. The print adverts were shot by up-coming photographer Madeliene Farris, a mastermind when it comes to maximising clean, simplistic spaces. Taking full advantage of unknown names, making sure it’s all about the clothes! We loved working with Maddy as she was a breath of fresh air and prides herself on being highly innovative.
“We chose to work with new talent to reflect that since we’re a young brand, we want to support those trying to launch their own careers within the industry.” The advertising campaign is going live on our social media platforms on the 18th of June, billboards on the 20th and will feature in July issues of various fashion and lifestyle magazines. Behind-the-scenes videos are only going to feature on our social media platforms. These videos will be released two-weeks prior to billboard and magazine releases to build interest in the unveiling. ENDS Kate Smith is a fashion brand with a clear, conceptual edge for the new season, creating essential items, stripped back and designed with a modern twist. We use premium modern fabrics and minimalist lines, making casual wear look and feel smart. Allowing for a pared back luxurious direction. Simple modern tailoring and softly controlled fabric highlighting a high-end mood. ###