BRAND LAUNCH AND PROMOTION ELIZABETH SIMPSON N0423138
FASHION COMMUNICATION AND PROMOTION module two: creative networks Reference number: fash10106
BRAND L AUNCH AND PROMOTION
Module leader: Simon Beales
year: fcp1
ELIZABETH SIMPSON N042 3138
Introduction CAPTURE
is a niche shared unisex fragrance directed at the young, creative couples aged 24-20. Travelling is a big part of our consumer’s lifestyle. Whether they are inter-railing across Eastern Europe together or when they are apart due to their jobs working in LA and Soho, London, they always have time for one another. Going to festivals and visiting art galleries are other passions our consumer enjoy doing together, as well as looking out for upcoming creative talents: such as artists, designers and musicians, keeping these certain interests incorporated into our launch event. Capture’s brand essence aims to keep couples united together through the woody and musky scent of the fragrance enhancing a lingering memory of one another. To keep the fragrance personal to each individual couple, they are able to get initials engraved onto the medicinal style bottle as a reminder of their other half. Capture’s brand personality can be summed up in five words: Infatuation, Enamour, Captivating, Connection and Comforting. These adjectives suggest how people can be so taken over by love or heavy lust, but still keeping the connection between a couple and when they are apart. Although, there is a darker and unconventional meaning behind Capture with that it may not necessarily be shared between an orthodox couple, but a hidden lover.
“"These niche products are not intended for the mass market, but are selected to appeal to opinion leaders who become advocates of the brand." - Marketing Fashion
Fragrance is a coveted item, with thousands of new launches per year it’s hard to differentiate between the mass fragrances that are produced. With the assistance of dynamic and effectual marketing techniques, this is what an convince consumers that a certain brand of fragrance is a commodity item that they cannot be without. The first year of launching a new brand is the most important. Making a successful turnover is essential within the first year, to give the brand a platform for any future growth.
THE INVITE
Celebrity endorsement will be avoided at the launch, however focusing on inviting the new generation of emerging creative talents, with guests including university graduates specialising in the visual arts, contemporary artists, upcoming London designers and models.
David Batchelor is a UK contemporary artist who will be invited to the launch event, with his work being displayed at the recent London exhibition, The Hayward Lightshow. His installations celebrate the intense coloured lighting which defines modern and urban cities, where our consumer would live, finding most of his materials just on the street. A few of the other guests invited to the launch will include: Thomas Tait, Fydoor Podgorny & Golan Fryman and Yeohlee Teng who are surfacing designers, recently showing their collections at London Fashion week. Newly discovered models from a range of agencies in the UK; Evie Morton (Models 1), Alice Lucken, Jacob Riley, Matt McGlone (Elite London), Julia J, Georgia Steness (Leni’s Models).
THE DESIGNERS
The first launch event, will be held at St. Margaret Street Gallery, London. Small fragrance samples will be enclosed within the invitations, exposing guests to Capture’s inital scent.
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For Capture’s secondary launch event, inviting guests will be carried out through two emerging social media platforms, Twitter and Instagram. Using both of these social networking sites, clues will be published about the location and the performers who will be playing at the event, inviting our consumers to bring along a plus one to make the event a shared experiance.
the ARTISTS
Photographs from the event will be published in Fiasco, Acne Paper, Dazed & Confused and The Hunger which our consumer is an avid reader of, making them aware of the new fragrance.
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THE MODELS
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THE LAUNCH
The opening launch of Capture will consist of two events. The first initial location will be in St. Margaret Street Gallery, London where a short brand film will be debuted. In the heart of Soho, where the creative tribes and Capture’s target consumer spend their leisure time. The outside view of the gallery is a simple style building which wouldn’t draw any attention from passes by, keeping it an exclusive and secretive viewing. Taking advantage of the clean, open and minimalist aesthetic makes this an ideal situation to debut the brand film, with no outwards distractions and all focus will be on out brand.
Capture were inspired to create a short film for the launch, after researching into the launch of Comme des Garcons Wonderwood. Capture will be working in alliance with leading fashion photographers and directors, Inez Van Lamsweerde and Vinoodn Matadin. The pair have worked previously creating films for V Magazine, YSL, Chloe and Vogue Paris as well as shooting editorial content for style magazines such as POP, i-D, The Gentlewoman and Another making them an ideal partnership for Capture. A reoccurring ascetic within Inez and Vinoodn work is a black and white palette, which used with the brand film can portray across the darker side to the fragrance.
Capture’s second launch event will take place in London in club and gig venue KOKO. Located on Camden high street in the centre of the one of the most London’s most eccentric plsces, with previously performances from Oasis, Katy B and The Temper Trap . The decision for this location is that musicians will work alongside the launch for Capture, with bands and artists who our consumer would listen to; such as Daughter, Beach House, TOY, Grimes and Cyril Hahn. The main purpose for these music collaborations at the launch is to commend upcoming artists and it’s an event our consumer can enjoy doing as a couple. A number photo booths will also be placed around the venue where our consumer can take photos of their experience of the night and keep the images as their own personal document.
THE MUSICIANS From top left: Daughter, Beachouse, Grimes, Cyril Hahn and TOY
the LOCATIONs ST MARGARET STREET GALLEY 63 Margaret Street, London, W1W 8SW
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KOKO LONDON 1A CAMDEN HIGH STREET, LONDON, nw1 7je
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CASE STUDY BURBERRY ACOUSTIC Our consumer is constantly keeping an eye out for new musical talents and Burberry is a prime example of another brand that does this with Burberry Acoustic. Burberry have collaborated with artists such as Jake Bugg, who recently performed at their Regent Street store launch in January 2013 playing the first ever gig at their global flagship store. Tom Odell is also an emerging talent who performed at the Burberry Autumn/ Winter 2013 catwalk show, this immediately created a plug around both of them. sending their career to new levels. Other bands that are a part of the Burberry Acoustic line up are; The Heartbreaks, Dry The River, and Dog is Dead. Burberry works alongside with these artists as it gives them a new platform for their career, with their consumers being able to listen to their music on the Burberry website. Consumers develop a positive association with these artists and Burberry, giving the brand assured credibility. figure 16
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“"I love the music world, it’s full of passionate people, people who are doing it because they actually love it" - Christopher Bailey, CEO of Burberry
Media leverage is a way of engaging the consumer with your brand through social media strategies. As a brand, we aim to excite and inspire our consumer through relevant digital formats adding to their own experience of our fragrance. During the launch event a live webcam will be streaming the performances of the artists who Capture are collaborating with. This gives anyone a chance to see the event live as it’s happening at KOKO, still giving a personal experience to those who aren’t at the event. The live streaming and brand film wheel will be debuted on fiasco.com, The Hunger TV and Dazed Digital, who are pairing with Capture in association with the launch. A prime example of a brand that has used live streaming to its advantage is Topshop with their Topshop Unique collection for London Fashion Week. Photographers will be be present at the event recording the night as it progresses and uploading the images via Twitter, Instagram and Capture’s website collaborations. With the rapid growth of the internet, by uploading the images onto these social media platforms this aims to generate a buzz about the brand, as well as the internet creating quick word of mouth recommendations, more likely to appeal to a younger generation.
CASE STUDY TOPSHOP UNIQUE AND GOOGLE + Topshop is an example of media leverage on a phenomenal scale, with their Unique Autumn/Winter 2013 show being the most viewed fashion video ever streaming live on their own website, You Tube and forming a partnership with Google +, the fastest growing social network. Topshop is currently one of the few brands taking a lead in media leverage creating the first ever runway camera on a model named, “Model cam”. This allowed viewers to see a model’s experience as they go down the runway which was then shared on all of Topshop’s digital platforms. You Tube is the largest online broadcast channel in the world and the Topshop page was specially customized for the live streaming, as well being shown on Google +. This created an experience which at one time was only available to an elite few who could be at the fashion shows, but now an innovating and futuristic approach to fashion and social media allowing anyone to be a part of the runway show. Going one step further with their collaboration with Google, using their 3D street map technology viewers were able to see an exclusive viewing of the Topshop showspace inside the Tanks at the Tate Modern.
PURPLE PR AGENCY “PR is arguably the most important communications tool available to fashion marketers.” (Mastering Fashion Marketing)
Purple PR agency is a PR company that our fragrance will be working alongside for the launch and promotional activity. Purple PR have collaborated with a range of different creative verticals including a new generation of upcoming musicians, variety of designers as well as the music, lifestyle and beauty industries. Purple’s impressive cliental includes The London Grammar, Hurts, Courteeners and designers such as DKNY and Karl Lagerfeld.
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Purple PR takes pride in assisting to launch emerging talents on to a global scale, as well as assisting to craft the image for some of the most iconic fashion brands. With Purple PR having a wide range of networks and communications and fitting in with our brand ascetic, this will benefit our brand to achieve success within the UK being our representative for launching our fragrance within Liberty’s, Selfridges and Dover Street Market. Purple PR have collaborated with many different brands being the PR company for a diverse range of events. DKNY Hearts for Hati is an charitable event which Purple have worked in alliance with, showcasing Donna Karen’s generous charity work in Haiti. With guests showing to see impressive window installations curated by The Hunger Magazine’s Rankin. A larger scale event that Purple PR have combined their talents with is Calvin Harris’s BRIT 2013 after party which was held at Hakkasan Hanway Place in London. Transforming the luxurious and high demand London restaurant into a lavish event, celebrating British music. In attendance to this event included appreciated musicians, models and socialites: Theo Hurts, Alexa Chung, Noel Gallagher and Suki Waterhouse. One of Purple PR’s clients include Google + Music which would be an ideal collaboration for Capture, working in close alliance with the musicians and DJ’s who are performing at the second launch event. Purple PR have previously worked with Google + Music promoting Music Week in 2010, which could be beneficial for the near future if Capture wanting to do any further partnerships with musicians and DJ’s.
THE BRAND AMBASSADORS
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Capture aims to bring to attention new and upcoming models who are starting out in the industry. Featuring new faces within the brand film and advertisement campaigns keeps away from generating mass media coverage that would be gained through celebrity endorsement. Capture strives to stand without the use of celebrity endorsement and celebrity brand ambassadors, commending new creative talents.
The two brand ambassadors for Capture will be Chris Fawcett and Lana Ross, in association with Storm models. Both their appearance and personal ascetic is representative of Capture’s ideal consumer, making them together the right choice to promote our brand. Although Lana Ross is aged slightly younger than the age gap for a primary consumer, we believe this can make Capture appeal to a secondary consumer of a younger demographic from aged 21-25.
DIGITAL AND SOCIAL MEDIA
Keeping our fragrance magazine advert carefully distributed in the culture and style magazines that our consumer would read, for example: i-D, Another, Another Man, Hunger, LOVE, Dazed & Confused and Fiasco. These magazines have a smaller readership compared to commercial fashion magazines like Vogue and ELLE, however they have a more creative and understanding audience to style over fashion.
Present on the initial magazine advert there will be the hashtag “LOVEISADRUG”, aiming to create curiosity and an online buzz between the readers of these style magazines, keeping away from the mass consumer. The twitter hashtag is rapidly becoming an emerging social platform as well as potentially appealing to a younger demographic who may consider purchasing the fragrance. Creating word of mouth recommendations which is an effectual marketing tool and method of promotion.
#LOVEISADRUG Another prevailing form of social media is Instagram. Users can upload photos online via iPhone/iPad or android with over 100 million active users per day according to Instagram statistics. Using this to our advantage with most our target demographic having access to a smart phone or android. Images will be posted onto our Instagram page, giving subtle hints to where the second launch venue is located and the line-up prior to the event. This will keep our consumers interested in finding out the secondary event and staying engaged with the brand. Our consumers will also be able to share their own memories and experiences through Capture’s digital and social media.
CASE STUDY - BURBERRY BODY A prime example of one of the most successful marketing campaigns was Burberry, launching their fragrance Burberry Body in 2011. Burberry is the pioneer for social and digital media within the fashion industry, with 60% of its marketing budget allocated to digital mediums (ANON). Burberry used Facebook as a method to promote the new fragrance, sending out samples to over 250,000 people who had liked the initial Facebook page, spreading word of mouth about the fragrance.
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The campaign also gave viewers exclusive photos from what happened behind the scenes. This innovative combination of social media and word of mouth has led Burberry to be the most popular luxury fashion brand on Facebook. The You Tube video for the Burberry Body advertisement starred Victoria Secret model Rosie Huntington-Whitely, under the creative direction of CEO of Burberry Christopher Bailey himself, keeping the fragrance close within the brand. This advertisement was premiered on Burberry.com, estimated to have had over 60 million views globally in 13 different markets.
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“"You have to be totally connected to anyone who touches your brand" - Angela Ahrendts Chief Exceutive of Burberry
CONCLUSION Captures brand promise is to keep the connection alive between couples, enveloping the wearer of the signature scent of their relationship.
The inspiration behind our launch event came from our consumer’s personal interests from different creative verticals in art, music, fashion and further combining this with an event that our consumers can participate and enjoy together as a couple. At first Capture will only be sold within three locations in London, Liberty’s, Selfridges and Dover Street Market to keep the exclusivity of the fragrance. In the future once the brand has made a successful profit margin, Capture will eventually branch out to create limited edition travel sized bottles in the style of syringes. Travel sized bottles allows our consumers to take our fragrance abroad with them for travel, work or a duration that they may be away from their partner, but still feeling connected to them.
The influence to create this style of bottle is that our brand is all about love being is infatuating and how it’s like a drug. Playing on this approach in a literal manner, it is understandable that this may stir controversy with a more commercial audience with there being connotations of glamorising drug usage. However, our consumer with high interest and exposure within the creative industry would see the syringe bottle from a different perspective, understanding the innovative references behind it. A smaller event would take place in Selfridges in the style of a pop-up shop for the launch of the limited edition bottle, with the intention of the product not intended for the mass market but a loyal cult following.
references
REFERENCES INTERNET REFERENCES
6 Ways Brands are Using Social Media for Real World Action [ONLINE], Available at: http://mashable. com/2010/04/08/social-media-real-world-action/ (Accessed 30th May) ANON, DKNY: Hearts for Haiti [ONLINE], Available at: http://www.hungertv.com/fashion/feature/dkny-hearts-forhaiti/ (Accessed 31st May) ANON, Burberry: Putting a value on social media[ ONLINE], Available at: http://www.marketingweek.co.uk/trends/ case-study-burberry/4000103.article (Accessed 1st June) ANON. Burberry launches biggest launch date to date for BODY [ONLINE], Available at: http://insidefmm. com/2011/09/burberry-digital-marketing/ (Accessed 13th May 2013) ANON. Perfume Shrine, Comme des Garcons Wonderwood Fragrance [ONLINE], Available at: http://perfumeshrine. blogspot.co.uk/2010/05/comme-des-garcons-wonderwood-new.html (Accessed 17th May 2013) BARRET, C. BRADSHAW, T. Burberry in step with the digital age [ONLINE],Available at: http://www.ft.com/cms/ s/0/70689408-d3f2-11e0-b7eb-00144feab49a.html#axzz2THJXrVOK (Accessed 14th May 2013) Burberry Acoustic,[ONLINE], Available at: http://us.burberry.com/store/acoustic/#/acoustic (Accessed 28th May) Burberry Acoustic at Regent Street Store [ONLINE], Available at: http://www.elleuk.com/fashion/news/burberryacoustic-at-regent-street-store#image=1 (Accessed 28th May) CARROL, G. Lady GaGa Fame review [ONLINE], Available at: http://www.gigwise.com/news/79481/Lady-Gaga-sells30million-bottles-of-FAME-fragrance (Accessed 12th May 2013) CHAN, K. Five of the most successful product launches in 2012 [ONLINE], Available at: http://www.onedesk. com/2013/02/five-of-the-most-successful-product-launches-in-2012/ (Accessed 12th of May 2013) David Batchelor Profile, Hayward Lightshow [ONLINE], Available at: http://www.haywardlightshow.co.uk/ artists/#david-batchelor (Accessed 2nd June) Emerging Fashion Designers [ONLINE], Available at: http://www.vogue.it/en/shows/new-designers (Accessed 2nd June) FENNER, J. Topshop Plans Customizable Live Stream for 2013 [ONLINE], Available at: http://www.fashionologie. com/Topshop-Plans-Customizable-Live-Stream-Spring-2013-24903547 (Accessed 30th May) GRIEVE, J, IDICULLA, A, TOBIAS, K. Entrenched in the digital world [ONLINE], Available at: http://businesstoday. intoday.in/story/burberry-social-media-initiative/1/191422.html (Accessed 13th May 2013) History of KOKO London [ONLINE], Available at: http://www.koko.uk.com/history-koko (Accessed 30th May) Inez and Vinoodn [ONLINE], Available at: http://inezandvinoodh.com (Accessed 27th May)
KOKO Official website [ONLINE], Available at: http://www.koko.uk.com/ (Accessed 27th May) PURPLE PR AGENCY [ONLINE], Available at: http://purplepr.com (Accessed 30th May) RICKEY, M. Will Topshop and Google Change Fashion Shows Forever? [ONLINE], Available at: http://www.guardian. co.uk/fashion/fashion-blog/2013/feb/13/topshop-google-change-fashion-shows (Accessed 30th May) The Ultimate Location Library [ONLINE], Available at: http://www.amazingspace.co.uk/location/1827/ven-226.html (Accessed 25th May 2013)
BOOK REFERENCES Jackson, T and Shaw, D (2009). Mastering Fashion Marketing . UK: Macmillian Publishers Limited . 184-197.
IMAGE REFERENCES
Figure 1: Thomas Tait [ONLINE], Availiable at: http://www.brownsfashion.com/designer/thomas_tait (Accessed 2nd June) Figure 2: Fyodor Podgorny and Golan Frydman at Fashion Fringe, 2011 [ONLINE], Availiable at: http://www.telegraph. co.uk/travel/destinations/europe/uk/london/8784073/FYODOR-GOLAN-the-Fashion-Fringe-winners-talk-success-andstyle.html (Accessed 1st June) Figure 3: Yeohlee Tang [ONLINE], Availiable at: http://www.stylebistro.com/lookbook/Yeohlee+Tang (Accessed 2nd June) Figure 4: David Batchelor [ONLINE], Availiable at: http://www.aoh.org.uk/domains/aoh.org.uk/local/cache/davidbatchelor. jpg272x211.09202453988.jpg (Accessed 4th June) Figure 5: Matt McGlone, Elite Models London [ONLINE], Availiable at: http://www.elitemodellondon.co.uk/details. aspx?modelID=608788&ln=&nav=15&subid=8167&mainsubid=8167&divID=&indx=2&letter= (Accessed 2nd June) Figure 6: Jacob Riley, Elite Models London [ONLINE], Availiable at: http://www.elitemodellondon.co.uk/details. aspx?modelID=641218&ln=&nav=15&subid=8167&mainsubid=8167&divID=&indx=1&letter= (Accessed 2nd June) Figure 7: Evie Morton, Models 1 [ONLINE], Avaliable at: http://www.models1.co.uk/details. aspx?nav=1&modelid=618653&sexid=2&subid=7771&mainsubid=7771&indx=&ltr=&num=13 (Accessed 2nd June) Figure 8: Julia J, Leni’s Models Agency [ONLINE], Availiable at: http://www.lenismodels.com/ (Accessed 2nd June) Figure 9: Georgia Stensness, Leni’s Models Agency [ONLINE], Avaiiable at: http://www.lenismodels.com/ (Accessed 2nd June) Figure 10: Alice Lucken, Elite London [ONLINE], Availiable at: http://www.elitemodellondon.co.uk/details. aspx?modelID=541027&ln=&nav=4&subid=5573&mainsubid=5573&divID=&indx=0&letter= (Accessed 2nd June) Figure 11: Maragret Street Gallery, London [ONLINE], Availiable at: http://www.amazingspace.co.uk/location/1827,1/ven226.html (Accessed 25th May) Figure 12: Maragret Street Gallery, London [ONLINE], Availiable at: http://www.amazingspace.co.uk/location/1827,2/ven226.html (Accessed 25th May) Figure 13: Maragret Street Gallery, London [ONLINE], Availiable at: http://www.amazingspace.co.uk/location/1827,15/ ven-226.html (Accessed 25th May) Figure 14: Delvin at KOKO London [ONLINE], Availilable at: http://www.mtv.co.uk/news/devlin/381089-devlin-proveshe-s-a-lyrical-master-at-london-koko-gig-review (Accessed 3rd June) Figure 15: KOKO London [ONLINE], Availiable at: http://www.mixmag.net/sites/default/files/imagecache/article/images/ haciendainside.jpg (Accessed 1st June) Figure 16: Jake Bugg at the first Burberry Acoustic gig 2013 [ONLINE], Availiable at: http://www.clashmusic.com/fashion/ jake-bugg-plays-burberry-acoustic (Accessed 3rd June)
Figure 17: Tom Odell Burberry Acoustic [ONLINE], Availiable at: http://uk.burberry.com/store/acoustic/#/acoustic (Accessed 2nd June) Figure 18: Dog is Dead Burberry Acoustic [ONLONE], Availiable at: http://uk.burberry.com/store/acoustic/#/acoustic (Accessed 2nd June) Figure 19: Dry the River Burberry Acoustic [ONLINE], Availiable at: http://uk.burberry.com/store/acoustic/#/acoustic (Accessed 2nd June) Figure 20: Jake Bugg Burberry Acoustic [ONLINE], Availiable at: http://uk.burberry.com/store/acoustic/#/acoustic (Accessed 2nd June) Figure 21: The Heartbreaks Burberry Acoustic [ONLINE], Availiable at: http://uk.burberry.com/store/acoustic/#/acoustic (Accessed 2nd June) Figure 22: Purple PR Webpage 2013 [ONLINE], Availiable at: http://purplepr.com (Accessed 1st June) Figure 23: Lana Ross Storm Models [ONLINE], Availiable at: http://www.stormmodels.com/LanaRoss.html?boardId=1007 (Accessed 4th June) Figure 24: Chris Fawcett Storm Models [ONLINE], Availiable at: http://www.stormmodels.com/ChrisFawcett. html?boardId=1006 (Accessed 4th June) Figure 25: Lana Ross Storm Models [ONLINE], Availiable at: http://www.stormmodels.com/LanaRoss.html?boardId=1007 (Accessed 4th June) Figure 26: Chris Fawcett Storm Models [ONLINE], Availiable at: http://www.stormmodels.com/ChrisFawcett. html?boardId=1006 (Accessed 4th June) Figure 27: Rosie Huntington-Whiteley for Burberry Body 2011 [ONLINE], Availiable at: http://www.facebook.com/burberry/ photos_albums#!/photo.php?fbid=10150369587626425&set=a.10150369587546425.400315.122792026424&type=3&theater (Accessed 3rd June) Figure 28: Rosie Huntington-Whiteley for Burberry Body 2011 [ONLINE], Availiable at: http://www.facebook.com/burberry/ photos_albums#!/photo.php?fbid=10150377800731425&set=a.10150369587546425.400315.122792026424&type=3&theater (Accessed 3rd June) Figure 29: Rosie Huntington-Whiteley for Burberry Body 2011 [ONLINE], Availiable at: http://www.facebook.com/burberry/ photos_albums#!/photo.php?fbid=10150377800691425&set=a.10150369587546425.400315.122792026424&type=3&theater (Accessed 3rd June)