ROKSANDA - FMP by Maggie Ho

Executive Summary

Roksanda is a brand that just celebrated her 10 years anniversary in fashion industry. The collections she creates are eye catching and inspiringly unique. Her personal goals for the brand is to create collections that enhance feminine allure, to create dresses that are for busy women, easy but stylish. She wish to become a designer that understands what exactly women needs. Kept her goal in mind, Roksanda manage to meet feminine with quirkiness. She created collections that are not just stand for pretty and beauty but also bold and facinating. With Roksanda’s architecture background, her inspirations from buildings and colour blocks can be easily seen through her collections and productions - from social medias to runway settings. In the past ten years, Roksanda has achieved being in numbers of exhibitions and various collaborations with different artists and designers and has truely put in energy of showing her passion towards not just fashion but also art. This book will provides you an overview of the brand down to every events, collaborations and every elements in the past decades of what makes Roksanda - ‘Roksanda’. Inlcuding a 12 months plan of pushing the brand to the public, using a ‘Roksanda’ way to promote herself and to let the consumers understand and know her aesthetics and the most important is to embrace the fresh boldness Roksanda has bring in to this fashion industry.

Maggie Szu-Ying Ho HOS11344982 BA Fashion Public Relations and Communications 6

Content Executive Summary About

Internal Environment

External Environment

SWOT

Issues & Opportunities

Aim & Objectives

Target Audience and Publics

Strategy & Tactics

57 84

Appendix

Bibliography

About

Roksanda Ilincic graduated from Architecture in Belgrade and carried on finished her MA womanswear degree in Central Saint Martins. She started her own label in 2005 and since been showing her collection on the London Fashion Week schedule. With her unique inspirations taken from architectures and signature use of bright colours and geometric blocks in her collections, she soon becomes the top go-to for celebrities’ red carpet look and has high-profile women as her loyal VIP. The brand started with only womanswear collection, followed by adding swimwear collections in 2010 and later on in 2012 she launched her childrenwear collection: Blossom. The Designer has won several awards the Red Carpet Award at the British Fashion Awards in 2012, the Red Carpet Designer award at the British Elle Style Awards in 2013 and was named Businesswoman of the Year at Harper’s Bazaar UK’s Women of the Year Awards in 2014.

â&#x20AC;&#x153; 10

“

I want the dress to appeal to a woman’s sense of femininity, but also her sense of mystery and imagination. -Roksanda Ilincic

”

Roksanda’s name can be found in the globel index of the people shaping fashion industry - Business of Fashion 500. With the designer’s enthusaistic about the brand’s mission statement: Feminine Allure, Roksanda Ilincic insures that it has been reinforce into her collections, to make every women who she has dressed feel confident and comfortable. Not only did the brand featured in Victoria & Albert museum’s exhibition Ballgowns: British Glamour since 1950 also participate in their Fashion in Motion series. Herself as a designer, her collections are currently still on display in Design Museum for their Fashion Woman Power exhibition, With her growing business, Roksanda opened her first flagship store on Mount street, Mayfair in 2014, collaborating with architect David Adjaye who designed the boutique, marked a milestone in her namesake brand.

left - Fahion in Motion: Roksanda Ilincic (Victoria & Albert Museum 2008)

After launching her childrenswaer collection: Blossom in 2012, inspired by her new born daughter, Roksanda has currently three lines under the brand: Womenswear, Swimwear and Childrenswear. Not only the brand design desire looks for women but also created the one and only unique style that can’t be seen else where for her swimwear and childrenwear collections. Reading through interviews with the Roksanda Ilincic and scrolling through the brand’s social media platforms, you can clearly see the unique selling proposition for the brand - Architectures and Spacial Arts inspirations behind those collections. But only in the past few years, this has slowly become a clear brand image to the publics, which the press has decribe the brand in 2014 “Strong move in a new direction for Roksanda” for her SS14 collections and opening of it’s independent boutique. It also went under a rebrand project with dropping the designer’s surename “Ilincic”, due to the oft-mispelled. Also redesigned it’s new logo when the brand opened it’s first flagship store in Mayfair, London. “Looking back at her earlier collections you can see a distinct difference in her style. The use of bright colours and her background in architecture didn’t seem to become part of her signature style until 2012. Prior to this, her designs were primarily made from more fluid fabrics for draping” said Elysia Smith who worked in the design department in the company back in 2012.

Internal Environment Brand Peformance

05’

06’

07’

09’

12’

13’

14’

15’

All images above - Vogue.co.uk (2005 - 2015)

Internal Environment Financial Peformance

Business Of Fashion - (2014)

In 2014, Indian business woman Eiesha Bharti Pasricha has joined the brand as a minority investor on the board. Which has first, generate the brand appointed it’s first CEO Carmela Acampora, who was formerly a CEO of Aspinal of London and previously in Burberry for 13 years. Second, opened it’s own boutique in London’s high-end area - Mayfair. The amount of the investment was undisclosed but it was made very clear that this would be the beginning of longterm view to aid the brands to expand and develope globally. “Carmela’s appointment is a hugely exciting and significant step in the continued growth of my label. I am delighted to bring on board someone with the vision, energy and expertise to propel the evolution and expansion of the Roksanda brand on a global level.” - Roksanda Apart from opening her first boutique store, the brand looking to gain brand’s performance not just through wholesales but also to secure strong partnerships with key franchise operators, that will give brands more visibility and expand their customer base.

Internal Environment The Flagship Store

The grand opening of Roksanda’s first flagship store, she collaborated with architecture David Adjaye to build this milestone with. The design of the store are composed with the three elements - graphic flourishes, colour blocks and geometric patterns which created a space that speaks Roksanda’s aesthetic. This doesn’t just helped to push the brand’s performance in to the next level, to purchase the collections not only through stockist with limited selections but the whole range, it’s also a strong reinforcement on it’s brand image and position. Walking into No.9 mount street in mayfair is like stepping into the world of Roksanda, surrounding by all the details that are recreating her brand status. However, during shop visiting and interviewing consumers walking out from the flagship store. The glamourous space isn’t that “browsing friendly”, as one of the consumer stated. With such colourful collections from Roksanda, the interior design of the shop - with geometric shapes and colour blocks, has take away some focus off her collection.

17 left image - vogue.co.uk (2013) Above - Roksanda Instagram (2014)

Harparâ&#x20AC;&#x2122;s Bazaar (2015)

â&#x20AC;&#x153;

When I started my label, I wanted to make it for busy women, I want them to feel that itâ&#x20AC;&#x2122;s designed by somebody who really understands them, who is really helping them to feel better. I want to make their daily life a bit easier. - Roksanda

Internal Environment Brand Image Roksanda’s aesthetic only start being it’s signature around 2012, showing in her collections that are inspired by various of architectures and geometric lines and shapes. Market research with current consumers who are aware or currently buying into the brand has been asked to describe the brand in three words, it came back highly consistent firstly with “Colourful”, follow by “Unique”, “Bold”, “Feminine”, “Modern”, and with one interesting adjective “architectury”. This says the brand has embedded it’s image thoroughly with the publics. With the designer taking advantage of her architecture background and consistently infused feminity in her collections. The “architechtury” style and strengthening womanhood are Roksanda’s unique selling point.

Harparâ&#x20AC;&#x2122;s Bazaar (2014)

Internal Environment Consumer Profile The set up target audience for the brands are business, working woman in design, art, architecture related industries. In the research file, the target audience for Roksanda are very clearly stated. One pieces dresses for busy business woman. Enhancing feminine power. With Roksanda’s social media and visual analysis of her collections, there is a clear and strong connection between arts, architectures and her clothing line. The most frequently used social media plaforms - Instagram has posts of different art peices - from paintings, sculptures to buildings. Clearly targeting women that are interested in art/design field. However, the primary research of interviewing sales assistants and followers on brand’s social media. The actual consumers aren’t really busy working woman working in art, design field. A majority of loyal clients, according to the flagship store sales assistant comes in on weekdays and are mostly stay home mom or wife. With 33 consumers contacted through social media, 5 of them are stay home mom/wives. Which 3 of them writes blogs about lifesttle, parenting, cooking. Not necessarily about design and art. Other consumers that purchased or followed Roksanda are a mix between 20 up tp 50 years old. Purchasing for occasional wear to daily working outfit. The communication the brand’s trying to get across aren’t targeting their ideal audience.

Internal Environment Competitors With the similar price range, styles and same high-profile celebrities following. These are the competitors that have been conclude - Victoria Beckham, Celine, Acne Studios, Mary Katrantzou, Jenny Packham, Marni, Vivienne Westwood, Jonathan Saunders. Consumers who has been purchasing Roksanda are also buying into those brands. Research has also discovered some of those competitors also posit Roksanda as their competitors. However the brand seems eagerly wanting to push it’s brand position into a higher sector of the industry more high-end, more couture, the brand are looking at big fashion houses aiming to be their’s competitor such as Balenciaga, Prada, Chanel. On the other perspective of Roksanda’s competitors, will be brands that are more into art directions. Brand’s that has strong art aesthetics, or collaborates with other designers in other fields e.g furniture, interior, architectures. Such as Raf Simons, Comme De Garcon, Mason Martin Margiela. As well as again - Mary Katrantzou, Jonathan Saunders all participated in art, design fairs and collaborations.

Buro (2015)

google.co.uk images (2015)

Internal Environment Social Media The brand uses several social media platforms to engage with the publics - Facebook, Twitter, Instagram and Pinterest. With their activities on social media platforms, the brand has itâ&#x20AC;&#x2122;s unique way handling itâ&#x20AC;&#x2122;s Instagram, with their PR, which is handled by Starworks group, they post images of architectures and art pieces that are inspirations behind the collections following by the garments which the consumers can clearly see the links between. Also using each post spot on Instagram posting parts of one images creating a big image like a puzzle which you can see on the right. Apart from Instagram, the other social media platforms arenâ&#x20AC;&#x2122;t frequently posting compares to their competitors. Comparing to competitors, their followers on social medias are drastically behind, which shows they are not interacting as much with their consumers.

All images - Roksandaâ&#x20AC;&#x2122;s instagram (2015)

Internal Environment Official Website The brand lauched their official website in April 2016. It’s a big step lauching their offiial website since the brand has been in the fashion industry for 10 years. The entry of the website has a very “Roksanda” look, coherent with her Instagram page - arty and abstract. When you enter the website, their isn’t much informations about the brands. There are only two sections Standards brand history and informations consumers can find on other websites and collections from 2016. There are not much to browse, it is still difficult to understand and get to know about what the brand is actually about. It’s easy to get a grasp of the ‘architectural’ background of Roksanda through her instagram pages and interview, but not about how Roksanda is enthusiatic about fine arts, sculptures, ceramics and all other non-fashion related design.

Internal Environment Collaborations & Events

Roksanda has done numbers of collaborations with various brands and events, exhibitions with department stores / museums. From clothes line with Whistles, shoes with Nicolas Kirkwood and ALDO and Collaborating with Sennheiser for runway sound equipment to participate in exhibitions with Victoria & Albert Museum and Design Museum. The brands are willing to open to with wide range ideas and be experimental. However the publics are not familiar with those brand involved collaborations and events. The company communications are not well develop, with the brandâ&#x20AC;&#x2122;s consumers and also with the press. It is difficult to find converages and informations in any channels.

Both: Roksandaâ&#x20AC;&#x2122;s Instagram (2015)

However, on the other hand, with such various collaborations gives Roksanda the opportunity to be experimetal and flexible.

Resort Collection (2015)

External Environment Trend & Market Luxury fashion brand overcrossing in other design field is now a trend. Big fashion House participating in Design Weeks, Design Festivals - Salone Del Mobile, London Design Festival, Frieze Art Fair..etc. Collaborating with furniture designers, interior designers creating a “lifestyle collection” or “Home collections” - Raf Simons X Kvadrat, Paul Smith X Anglepoise, Vera Wang X Wedgewood. A successful example will be COS stores collaborating Danish furniture designer HAY and participating every year in Salone Del Mobile in Milan since 2012. COS gain coverages in various design magazines - Dezeen, Wallpapers, AnOther. And now a whole floor in High street kensington store for their HAY collaborations collections.

External Environment Opponents The brand has been using animal fur in few collections in the past year, with no future plan of stopping. Which is a main threat towards the company from animal right group and publics that are against fur. Article states that even that the fur has slowly come back onto fashion runway, it is still not a popular demand in the market. In fact the press describe the fashion fur industry - “The only fur that’s flying off the shelves is fake” As a niche market with a high possibility of such negative public opinions, this can be draining company sources and reputation.

A/W Collection (2015)

nconixo.com (2015)

S trength

O T

As a brand, Roksanda got a very solid foundation for it’s brand’s strength starting with it’s unique selling point - strong brand image for the consumers, using the designers architecture background creating architectures inspired quirky collections and aligned art direction. And with the brand’s quirky and uniqueness, Roksanda takes bold actions on collaborating with various brands and organisations, also creating The brand also got high-profile following as well as loyal VIP. The brand also have one of the most important values from it’s consumer - Loyalty. 80% of the brand’s current customers claimed to be a loyal consumer to the brand. With the brand opening it’s flagship store in London’s high-end area and receive investment it’s a core strength of securing the brand’s position and also pushing it onto the next level in fashion industry

W eakness

O T

The brand having weak social media engagement with it’s consumers, comparing to it’s competitors, there is a significant gap of followers. Research into Roksanda’s stockist in the UK, finding the brand has low availability of their products. Visiting the brand’s stockist in Selfridges, Browns, Harvey Nichols, Liberty, they each only have one or two stalls of the collections in store, with no more than 20 pieces. With Harrods they now have a store which got more pieces than other stockist, but the only place to have access to all pieces is the flagship store on mount street. The brand also have low media coverages when it comes to events and collaborations. A lot of collaborations Roksanda did has not been known by her own consumers. With weak engagement with consumers and low visibility, the brand is has lower recognition in the sector.

O pportunities T With the trend of fashion houses collaborating with furniture and industrial designer. The brand can take advantage of itâ&#x20AC;&#x2122;s various collaborations and the designers passion towards are collaborating with other artists - furniture designers, interior designers...etc. Promoting the brand to art and design base consumers, which is what the brand is aiming for in the first place. Attending art, design fairs and festivals in Europe can also gain recognization not just in UK. Giving Roksanda broader consumer base.

O T hreat With the brand regardless of Animal Rights group and bad press towards itâ&#x20AC;&#x2122;s usage of fur, it is a concern that creating fur collection can damage the brands reputations. With small market for fur, it also can be costing the company rather then bring in profits.

google.co.uk images (2015)

Issue & Opportunities Primary Research shows that people who shopped for the brands in same sector hasn’t heard or known about Roksanda, and there are several reasons that can be find leading to weak brand awareness 1. Weak Social media performance Comparing to their competitors, Roksanda’s social media platforms Facebook and Twitter aren’t frequently posting. The brand doesn’t interact with their current followers as much as their competitors. Take example of one of Roksanda’s competitors - Jonathan Saunders. Similar style, brand started around the same time, same price range, and got investment from the same business woman - Eiesha Bharti Pasricha. Jonathan Saunders post at least one post a day on twitter, while Roksanda posted every other day, the gap between each post can be up to five days apart. On the other hand Roksanda’s Instagram are handle in a unique, creative way and posting frequently which still comparing to her competitors there is a significant difference of the followers. Mary Katrantzou, who are a younger brand than Roksanda got almost five times more followers on Instagram. 2. Low brand visibility and availability With Roksanda just opened her first flagship store last year with all lines included in the stores, however the availability of the Womenswear collections is not high throughout London. Apart from Harrods - Selfridges, Browns, Liberty, Harvey Nichols, Matches their are only no more than two stalls in store for consumers to browse and purchase, and with the items availabilities online the average is no more than 20 pieces. Only with online retailer Net-A-Porter got most items on the website - 45 pieces. With the childrenswear : Blossom, it’s only available in flagship store and Liberty. With such limited selections and no e-commerce it willeffect brand’s recognitions and financial performance. 3. Weak interactions with consumers With Roksanda’s competitors, often held events for their consumers, from hashtag competitions on social medias, brand’s newsletter send out to their VIP and followers, and private view of up coming collections. Consumer explain they would likely to attend events hold for costumers or getting newsletter, with consumers that follows Roksanda are mainly working, business woman the only way they engage with brand’s news on social media’s or news article which is establish earlier the brand doesn’t post frequently on their social medias. 4. Low media coverages There are very little press coverage for Roksanda. With big collaborations with Tabitha Simmons, Nicholas Kirkwood, Wallpaper..etc it’s difficult to find coverages for the brand.

Roksandaâ&#x20AC;&#x2122;s Instagram (2015)

Issue & Opportunities

With Roksanda’s unique style and art backgrounds, the brand can take advantage of various opportunities 1. High-Profile Celebrity & VIP With high-profile celebrity followings, the brand can take advance of getting press coverages and posts on social media to gain more followers 2. Take advantage of brand’s bold and quirkiness With various collaborations with brands and museum Roksanda got potentials to do bold and quirky collaborations with anything/brand you can imagine that related to the brand, as long as to it fits with the brand’s image. This can also be the foundation of creating eye-catching / fun campaigns for the brand. 3. Fashion house collaborating with furniture designers There’s a opportunity for the brand to push it’s childrenswear, as it is a growing market. With the brand bright and bold style, it can be a direction for the brand build playful and fun campaign including events or collaborations with other children related brands/organisations.

Aim For my 12-month PR campaign, is to aim to increase brand awareness and recognitions in UK

Objectives 1. To improve brand social media performance, and gain more followers on Instagram 2 .To improve brand visibility and availability online and in store 3.Gain consumers in art, design field. 4. Gain press coverages in major publications and also art and design publications.

Roksandaâ&#x20AC;&#x2122;s Instagram (2015)

S.M.A.R.T Specific: The brand aim to increase brand awareness and recognition in UK.

Measurable: To reach 250K followers on Instagram at the end of 12 months. Publications in both two seasons in next twelves months.

Achievable: With the right strategy of handling social medias, and current followers on other competitors the number of followers can be achieved. Clear timeline of the collaborations with furniture designer, when and where for the launch party, who to invites, what publications to gain coverages.

Realistic: Need to measure the money that needs to be put in established a collaborations with furniture designers. Need to calculate the cost of the launch party in Carpenter Workshop Gallery and attending Salone Del Mobile setting up a stall.

Timescale: The time spread of will be 12 months, aim to achieve the objectives within the time period.

Target Audience and Publics The current ideal audience for Roksanda are woman that are mainly 25 - 40, mostly working in design or art related industry. However, from primary research the consumers are from the range 20 - 50. According to sales assistant, the consumers are a mixture from different age and different field, not necessarily from design/art industry. The aim of my campaign is to target ideal audience, consumers that are interested or working in design/art industry. Therefore the target publics will be people who are interested in art fair, exhibition, read design magazine such as Wallpapers, Monocle, W magazine.

Roksandaâ&#x20AC;&#x2122;s Instagram (2015)

Overall strategy Collaborating with Austrain Set/Furniture/Interior designer Robert Stadler, creating a furniture capsule collection. The capsule collection will continue for two seasons - two peices each season for SS17 and AW17. Coherent with seasonâ&#x20AC;&#x2122;s collection as well as runway set design. The goal is to gain apparences in art/design events and fairs as well as publications expanding the consumer base in art/design sector.

The ???? Collection

R o k s a n d a X R o b e r t

S t a d l e r

The Collections Two peices each season - Armchair & Sofa The idea of this puffy like furniture is to be quirky, cool and confortable. This is to add some soft, friendly elements into Roksandaâ&#x20AC;&#x2122;s brands, as the brand appears to be quite distance and lack of engagment with the consumers as well as keeping the brandâ&#x20AC;&#x2122;s asethetic - quirky, and colourful.

The Launch Date, Time : 17 SEP 2016 14:00 Location: Carpenter Workshop Gallery Mayfair, London The launch will be on the first day of London Design Festival schedule. The day after Roksanda SS17 shows on 16th September during London Fashion week. Including revealation of the collections plus a talk from Roksanda and Robert Stadler. The revealation at 14:00-14:30 will be only for press and media who will be invited through invitations. The talk will be from 14:30 - 15:00, Roksanda and Robert Stadler will stay and walk around open up to talk to people, this will be open to public that will need to sign up to join the event through London Design Week Website. Target Publications: Wallpaper* Magazine, Dezeen, AnOther, Vogue, The Guardian, The Sunday Times, The Telegraph, Architectural Digest, W Magazine, Design Boom

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The Invitation The guest will recieve an invitation, that will need to be scratch off to reveal the informations. This can later on be featured in Wallpaper* Magazineâ&#x20AC;&#x2122;s coverage of creative invitations.

The Exhibition The Interaction Date, Time : 17 - 25 SEP 2016 Location: Carpenter Workshop Gallery Mayfair, London After the launch, it will remain as an exhibition in Carpenter Workshop Gallery during London Design Festival. The two sofa and armchair will be display along with other sculpture that shape like the furniture as an exhibition. In the exhibition space there will be an entire wall textured like the sofa, that will allow people to pin the card and name the collection. With Instagram there will be hashtag activities #thequestionmarkcollection with people sitting on the item writing down what they think they can do with this weird block of item To snooze, to stand, to sit, to read a book, to....

#thequestionmarkcollection

2nd Season - Salone Del Mobile Date, Time : 4 - 9 APR 2017 Location: Milan Fairgrounds The AW17 capsule collection will be exhibit in Milan Design Week with Robert Stadler desing the Set- Salone Del Mobile. With Wallpaper* Magazine. During the exhibition in the stall, the new season armchair and sofa will be exhibit with racks of Roksanda AW17 collections. Target Publications: Wallpaper* Magazine, Dezeen, AnOther, Vogue, The Guardian, The Sunday Times, The Telegraph, Architectural Digest, W Magazine, Design Boom

The Runway Set Designs For both SS17 and AW17 show setting will be design by Robert Stadler, using the Sofa/Armchair as a element to create weird shapes and blocks with the colour that coherent with the seasonâ&#x20AC;&#x2122;s collection during London Fashion Week. Target Publications: Wallpaper* Magazine, Dezeen, AnOther, Vogue, Elle, Love Magazine, i-D Magazine, The Guardian, The Sunday Times, The Telegraph, Architectural Digest, W Magazine, Design Boome

2016

month 1

8 9

6: Frieze Art Fair 7: Frieze Art Fair 8: Frieze Art Fair 9: Frieze Art Fair Serpentine Pavillion end date

10: PF Collection Launch

10 11

12:AW16 Collection Instore/Online

12 13

14: Show Guestlist Exhibition Guestlist

14 15

15: Seat plan

16: LFW SS17 Show

17:Robert Stadler lauch London Design Festival

18 19 20 21

20: PF Collection photo shoot

22 23 24 25 26 27 28 29 30 31

Instagram Post: everyday

02: Sales 03: Sales 04: Sales 05: Sales 06: Sales

10 11 12

2: Show / Exhibition invitation send out

Instagram Post: everyday

02: PF Collection Preview/sales

Instagram Post: everyday

07 08 09

25:summer sales 26: Sales start 27: Sales 28: Sales 29: Sales 30: Sales 31: Sales

18: Exhibition LDF 19:Exhibition LDF 20::Exhibition LDF 21::Exhibition LDF 22::Exhibition LDF 23::Exhibition LDF 24::Exhibition LDF 25::Exhibition LDF 26: press release send out to Publications

25:Christmas 26: Sales start

27: Sales 28: Sales 29: Sales 30: Sales 31: Sales

2017

01 02 03

01: Sales

17:LFW AW17 18: LFW AW17 19:LFW AW17 20::LFW AW17 21::LFW AW17

Instagram Post: everyday

15: Seat plan

13:SS17 Collection Instore/Online

Instagram Post: everyday

2: Salone Del Mobile Setting up 3: Salone Del Mobile Setting up 4: Salone Del Mobile 5: Salone Del Mobile 6: Salone Del Mobile 7: Salone Del Mobile 8: Salone Del Mobile 9: Salone Del Mobile

10: Resort Collection Launch

14: Show Guestlist

16: Resort Collection Photoshoot

04 05 06

Instagram Post: everyday

02: Sales 03: Sales 04: Sales 05: Sales 06: Sales

2: Show invitation send out

08: Serpentine Marathon talk 10: Serpentine Pavillion start date

12 months Budget 1. Invitation London Design Festival & SS17 AW17 London Fashion Week - Approximately £1200 2. Exhibition comment wall instalment -Approximately £2300 3.Salone Del Mobile Stall instalation - Approximately £8000 4.SS17 Fashion Show Set Instalment - Approximately £8000 5. AW17 Fashion Show Set Instalment - Approximately £8000 6.London Design Festival Launch Party Good Bag - Approximately £500

Measurements Instagram followers reach 250K at the end of twelve months Increasement of coverages in major art/design publications (target publications) Triple the visitors for Mount Street Flagship store

Speical thanks to those who support and assist me through the past four years and during the making of this project My tutor: Emily Huggard, Sophia Plessas Holly, Sam, Aryana, Pedro, Sherry K, Shan, Josephine, Ashley, Alessandro, Jordan, Jahmaine, TRL printing, bookwork, Wyvern, JP Team (Anna, Blaire, Hatty, Laura, Yen), Jesse, Lola and last my family Tony, Echo, Cindy, Oscar, Rooki and Whoopi.

Google.co.uk Images (2015)

Appendix Primary Research 1. Fashion Brand Awareness Research - 33 Samples, Collected in October 2015 The purpose of this four survey is to find out how well known Roksanda is comparing to other brands in similar price range. To conduct this research, I stood outstide selfridges and ask consumers to fill in the forms. The result in this survey shows that in the same price range, Roksanda are not as well known as other fashion brands. 2. Roksanda Consumer Research - 12 Samples, Collected in October 2015 This is a survey designed for consumers that are aware of the brand, I reach out to the respondents by sending them direct message on Instagram and Facebook. The result shows that Roksanda has clear brand image to the consumers. 80% of the them consider themselves as “Loyal” audience to the brand, even some of them doesn’t purchase item from brand, but once they knows about the brand they follow it. However, only one of the respondents remembers one collaborations from Roksanda (With Debehnems), this shows that Roksanda didn’t promote enough of her collaborations with other brands. And 100% of them would like to attend brand events that held for customers and recieve newsletters, which Roksanda aren’t doing at the moment. 3. Shop and stockist visit Visiting the brand’s flagship store and stockist in London gave me an idea that the availibility of the brand’s collection are very low, as well as the brand’s visibility. 4. Interview with Former Design Assistant Got an idea of the company structure back in 2012, compares to how the brand has grown in the past few years, the team of Roksanda remains around 10-15 employees til date. The interviewee confirmed that the current signature style didn’t come through until 2012 when Roksanda start using architechture as her collection inspirations.

5. Interview with Current Design Intern Got the current company structure, how does the design process work. And knowing out of all three lines Roksanda currently has, the company still mainly focus on womenswear collections. During the interview, I asked about how the brand feels about the using fur as material, the interviewee said they doesn’t really seem to have a problem with using fur, and currently not planning on stop using it. She also said during the interview that the brand is looking into Paris Fashion Week trying to see if there’s any chance scheduling their show their instead of London, as they think Paris is more of a traditional fashion city, and that’s why the company held their 10 year anniversary dinner party in Paris instead of London. Most importantly the brand is very eager to expand it’s company. 6. Interview with Fashion Blogger One of the respondent of Roksanda’s consumer is a fashion and lifestyle blogger who got a daughter. I interviewd her about Roksanda’s chilrenswear line and she gave me really positive feedback about buying Blossom collections and gave me an idea of how her friends working in Harrods are putting in a lot of money into childrens department and childrenwear is actually a big market in fashion industry. 7. Interview with Fashion Student Interviewed one of the fashion student who works in luxury fashion house that got childrenwear, and that is is the main income of the brand which they are looking to putting in money to promote it’s children line. As well as the childrenswear stockist who stocked their childrenwear told them that their business has been growing rapidly.

Bibliography 1. The Business of Fashion, (2014). Roksanda Appoints Carmela Acampora First CEO. [online] Available at: http://www. businessoffashion.com/articles/bof-exclusive/roksanda-appoints-carmela-acampora-new-ceo [Accessed 24 Oct. 2015]. 2.Ilincic, R. (2015). David Adjaye Designs A New Boutique for Couturière Roksanda Ilincic | Architectural Digest. [online] Architectural Digest. Available at: http://www.architecturaldigest.com/story/rocksanda-ilinic-david-adjaye-london [Accessed 28 Oct. 2015]. 3.Gobal Blue (2014). Exclusive interview: Roksanda Ilincic. [online] globalblue. Available at: http://www.globalblue.com/ destinations/uk/london/exclusive-interview-roksanda-ilincic/ [Accessed 24 Nov. 2015]. 4. Teather, C. (2015). Roksanda Ilincic: My biggest goal is to find a balance in work & life. [online] Evening Standard. Available at: http://www.standard.co.uk/fashion/partiesandpeople/roksanda-ilincic-my-biggest-goal-is-to-find-a-balance-inwork-and-in-life-a3107321.html [Accessed 24 Nov. 2015]. 5. Vogue UK, (2015). Child’s Play. [online] Available at: http://www.vogue.co.uk/news/2012/07/04/roksanda-ilincic-launches-childrenswear---interview-and-collection [Accessed 24 Nov. 2015]. 6. Craik, L. (2015). Children’s fashion: small people, big business. [online] the Guardian. Available at: http://www.theguardian.com/fashion/2015/feb/15/childrenswear-childrens-fashion-prince-george-suri-cruise-harper-beckham [Accessed 24 Nov. 2015]. 7. Wgsn.com.arts.idm.oclc.org, (2015). University of the Arts London WebLogin. [online] Available at: http://www.wgsn. com.arts.idm.oclc.org/content/board_viewer/#/62407/page/1 [Accessed 24 Nov. 2015]. 8. Fashion.telegraph.co.uk, (2015). The only fur that’s flying off the shelves is fake - Telegraph. [online] Available at: http://fashion.telegraph.co.uk/columns/tamsin-blanchard/TMG11500211/The-only-fur-thats-flying-off-the-shelves-isfake.html [Accessed 24 Nov. 2015].

9. Vogue UK, (2015). Roksandaâ&#x20AC;&#x2122;s Whistles. [online] Available at: http://www.vogue.co.uk/news/2010/09/07/roksanda-ilincic-for-whistles-autumn-winter [Accessed 24 Nov. 2015]. 2.Ilincic, R. (2015). David Adjaye Designs A New Boutique for CouturiĂ¨re Roksanda Ilincic | Architectural Digest. [online] Architectural Digest. Available at: http://www.architecturaldigest.com/story/rocksanda-ilinic-david-adjaye-london [Accessed 28 Oct. 2015].