Delpozo Annual Communication Plan

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DELPOZO


María Lozano Rojas Communication Strategies Jaime Romeu Polo, Mauricio O’Brien BA Fashion Marketing and Communications Level 6 2017-2018 Word count: 3076


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table of contents introduction

1

luxury trends

3

objectives

9

communication strategy

11

media plan

25

pr plan

39

events

49

cross experiential marketing

111

consumer engagement

132

sponsoring and product placement

143

annual chronogram

153

team

159

budget

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annex

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bibliography

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introduction


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Delpozo hands over impeccable, contemporary and feminine design by committing to craftsmanship and artistry, giving an exclusive embellished experience, under the concept of “prêt-à-couture”.

The Spanish brand Delpozo overcame a complete renovation following Jesús del Pozo’s death in 2011. Since then, the prêt-á-couture label has experienced an impresive brand expansion, awareness and recognition. The brand has an ideal positioning in USA, as it is a splash of harmony into a somehow chaotic and commercial world. It is romantic, artistic, timeless and inspiring. However, the brand does not have an ideal positioning in Europe. It is not widely known by the key market and is lacking notority, recognition and awareness. The following communication plan lays out a launching strategy for a new product in EU for the “You are You” (authentic, delicate and impeccable) and “Cosmopolitan Urbane” (global, intelligent, elegant) women which are the primary and secondary target of Delpozo respectively. Specific activations, activities and tools aiming to launch a product in order to increase the positioning, awareness and overall brand performance in Europe in a two years period time (2019-2021) will be layout throughout the project..


luxury trends


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The trends analysis explains the most relevant global trends in the luxury industry. In order to understand where the industry stands in the present, and what are customers expecting from us. objectives understand and analyze the brand territory evaluate the maturity of the fashion industry through the trends


Communication Strategy

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Easy come, easy go Pop-up shops have become a universal and ubiquitous strategy that allows customers to have a close encounter experience with the brand. They create WOM due to the unexpected and short-term appareance, help to reinforce brand awareness and indeed increase sales through an offline channel.

Celebrating the talent Obtaining and securing a place in the fashion industry is a tough task to achieve. For that reason, fashion insiders are creating the opportunity and opening doors from within to welcome the so called outsiders. By doing so, they support new talent and its enriching for both sides, considering it is a new and fresh vision and a door to the attracting fashion world.


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YOU X ME Collaborations have become a popular way to drive attention and press to the brand. While tapping into new territories and/or key markets, brands achieve recognition by offering something new and different. Whether the collaboration is done with an artist (Coco Capitan x Gucci), a public figure (Gigi Hadid x Tommy) or another brand, it is a way to target new audiences and to keep your brand relevant.

Genius of a generation Technology and digital has influenced every industry including the fashion world. From the developing of apps, collaborations with high-tech companies, interactive mirrors to the use of augmented and virtual reality, the fashion world is evolving to the new marketing 4.0. Although the tendency is increasing, the adaptation to digital has been rather slowly in the luxury fashion, as brands do not want to lose their esence in the real world.


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Communication Strategy

Print is not dead No matter what masses believe, print magazines are not dead. Alternative/niche magazines have found their rise in print issues, with bi-annual publications which allow to have a proper time to develop extremely curated content. Independent publications are the present and future of the print magazine industry.

Such is the advertising life Advertising for fashion brands has evolved from being product-oriented to being artistry and mood-builders. Brands are aware that customers are asking for a experience, a lifestyle which they can feel connected or even related to. Showing the product in an advertising campaign is not longer effective, as it is seen as commercial and a “desesperation� to sell.


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When fashion meets art Starting with Fondazione Prada and the Foundation Louis Vuitton, the mix of art and fashion has become a seductive tool to engage customers. Whether it is doing an exhbition (Comme des Garcons, ChloÊ), producing fashion films or tapping into any other art form, it is an original communication tool to recreate and represent the brand’s exclusive universe, while capturing the customer attention.

Never not relevant Enormous and extravagant fashion show settings have become a trend, specially for high-end brands. The clothes are not longer enough to captivate the attention. In the end, fashion month is over-crowded with fashion shows in the four main cities, and brands need to take their ideas to another level, if they want to keep being relevant.


objectives


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An objective is an specific result that aims to be achieved in a certain time frame. The objectives should be specific, measurable, achievable, and always relevant.

• design an annual communication plan • launch a new product • brand extension • brand activation • reach an international audience / establish a wider audience in the key markets • strengthen the bond and relationship with the already existent clients • increase brand awareness/ notority and recognition • earned media/ WOM • generate traffic to Delpozo store, website and social networks • increase market share • increase sales volume


communication strategy


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Considering the brand character and core-selling message, design an annual communication plan with a launching strategy, in order to achieve the desire positioning within the key markets. objectives launch a new product communicate and engage with the target audience establish a wider audience within the key market strenghten bonds with the already existing clients brand awareness, notority and recognition


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Communication Strategy

The following annual communication plan is based on a launching strategy of a new product. Delpozo will perform activities which are not directly linked to the new product (e.g. fashion show, opening store) with the aim of maintaing the brand active during the specific period of time. Furthermore all the activations were created thinking on the book content, translating it into real life by brand activations.


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media plan target media social media

pr plan opinion leaders influencers

events opening store fashion show fabulous event/Delpozo Volume I launch) charity event

cross experiential marketing Fabio Novembre x Delpozo: Salone del Mobile Milano

consumer engagement curated by delpozo ephemeral architecture (pop-up/installation) content curation on voyage (app) romancing volume (exhibition)

sponsoring and product placement


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1.

Communication Strategy

Launching (2019-2021)

2.

Positioning (2021-2023)

3.

Consolidation (2023-2025)


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objectives

brand extension launching of a new product revolutionize brand communication communicate with the target audience connect with brand territory evolve from being product oriented to deliver an emotional experiece connected to the brand promise enhance the distinctive and artistic approach to fashion of Delpozo generate new engaging content by tapping into other forms of art aside from fashion increase WOM on a global scale establish a wider audience within the key market earned media brand awareness, notority and recognition generate traffic towards Delpozo flagships, digital platforms and retailers (off-line and online) turnover growth and higher sales volume


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Communication Strategy

Inspiration


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Delpozo Volume I

In order to evolve from being product-oriented, Delpozo will launch a new product that will work as a tool to deliver a lifestyle and experience, harmonized with the characteristic beauty and magic that the brand exudes. Taking into account the two main targets of Delpozo: “You are you” and “Cosmopolitan” one identify the opportunity of giving these women more than wearable products. Instead, create a type of magazine/book by Delpozo to enter this embellished world while having an exquisite taste of life and art. Delpozo Volume I will be an annual publication by Delpozo, in which one will encounter with special insights of the brand, created and curated content that will enrich and broader one’s cultural and artistic knowledge. Delpozo’s target audience is made up by upper class women who have an immense cultural knowledge. They enjoy all types of art (painting, sculptures, photography, performances), they have an attachment to cultural experiences in museums, galleries and exhibitions, an adoration for reading books; all of this with an elegant, delicate and impeccable approach and sense of fashion and style. Delpozo Volume I will work as an “advertising” medium, in the sense that through an emotional experience it will create a desire for Delpozo, whilst reinforcing the main brand’s message, enhancing its identity and image and eventually driving customers towards the brand.




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Communication Strategy

Delpozo Volume I consists of an annual hard-cover A4 book that will fuse artistic and creative fields, carefully curated by Delpozo. The book is also a “blink”: book + link an innovation from England, which allows access to more information by the touch, bluetooth, incorporated chip and conductive ink.

DELPOZO VOLUME I

Blink is the “concept of a printed book that is networked and linked to digital content...when you touch a linked word, and your finger completes a circuit, the blinked book will send a command to a nearby computer, via a wireless Bluetooth module hidden in the back cover. As a result, the computer can perform certain operations such as a web search for a blinked word.” (EBook Friendly, 2017)


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The secret behind Blink’s technology is the use of conductive ink for printing the links onto the page alongside normal content. This allows Blink-ed books to look and feel identical to regular books, making the technology invisible and providing for a non-intrusive and multi-sensory reading experience. It also allows for manufacturing based on traditional printing and bookbinding methods. (Manolis Kelaidis, 2017)

distribution Delpozo Volume I will be sold in the brand’s flagship stores (Madrid, London) selected bookstores, main retailers (Luisaviaroma, Saks Fifth Avenue, Bergdorf Goodman, Harrods) and e-commerce Moda Operandi.


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Communication Strategy

Fashion Film S / S 1 8

DELPOZO


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content · photography · illustrations · stories about museums, art galleries, exhibition · interior decoration · art pieces · architecture · inteviews with creatives · insights from the brand (atelier, people, process of embroidery, exclusive editorials)

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media plan


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In order to transmit the messages of the launching product to the key markets, the media plan will layout the online and off-line publications that will cover publicity, special stories, main stories and editorials of the brand objectives announce and communicate the launch of the new product strenghten the relationship between the media and the brand reach the target audience and key markets brand awareness, notority and recognition


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Communication Strategy

target media · international high-end fashion magazines · publications with a strong focus on art · business oriented magazines

key messages “Prêt-à-livre” is a culture wise publication that merges different artistic fields with the aim of embracing the tight relation between fashion and art. Delpozo has a distinctive and special way of percieving fashion while mixing other art forms, which appeal to authentic, cosmopolitan women. “Prêt-à-livre” is a creative and visionary publication, which will immerse readers in an artistry embellished experience.


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advertising Currently, Delpozo is not doing any type of advertising campaigns. The new book will work as a advertising medium, as it will create desire for Delpozo while reinforcing its messages, identity and values. Delpozo has always focused vastly on their target markets and the ideal Delpozo women. The brand knows these women are not driven by the mainstream or ordinary. Although advertising is an effective medium to attract customers, most if not all brands are using this traditional marketing and communication tool. Delpozo women seek and want something much more visionary and sole. Avoiding traditional advertising makes Delpozo a very unique and individual brand as they are not doing what others are doing, eventually putting them into the spotlight for being leaders, not followers.

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Communication Strategy

Business of Fashion Special story (print and online version): Unveiling the artistic world of Josep Font through the new “Delpozo Volume I ” Main story (online version): How luxury fashion houses are utilizing brand extension as a medium to broader their presence globally (with COMM director) Special story (online version): Coverage of the “Delpozo Volume I” launching event

United Kingdom

Press release: Delpozo goes print: new book by Delpozo

British Vogue (print and online version) Main story: There is more to fashion that prêt-à-porter and haute couture: discovering the concept of prêt-a-couture Editorial: Fall/Winter, Spring/Summer and Resort collections Product features: How to light up grey winter days (Fall/Winter collection) Press release: Delpozo goes print: What is Delpozo Volume I?

United Kingdom

Print publications


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United Kingdom

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The Gentlewoman Special story: The woman behind Delpozo’s creative and promising new communication Editorial: Life avec prêt-à-couture (Featuing Spring/Summer 18 collection)

France

Press release: Delpozo flies from NY Fashion Week to London Fashion Week

Vogue Paris (print and online version) Main story: Fashion, art and culture: Delpozo Volume I Special story: Online coverage of Delpozo opening store in Paris Special story and editorial: Doing Paris a la prêt-à-couture (spring/summer and resort collections) Product features: Christmas favourites Press release: Delpozo arrives to Paris: St. Germain flagship store


Communication Strategy

italy

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AD: Architectural Digest Italy Main story: Architecture through the eyes of Josep Font Special story: Sole Creativity: Fabio Novembre x Delpozo (event coverage & featured interviews)

Italy

Press release: Delpozo taps into design: new player at Salone del Mobile

Vogue Italy (print and online version) Main story: Cosmopolitan vision: fashion from a fresher point of view Special story: Interview with Josep Font about his professional career and what led to the creation of “Delpozo Volume I� Editorial: Color block as seen in Delpozo (fall/ winter collections) Press release: Delpozo shifts from clothing: Delpozo Volume I


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Spain

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The New York Times Style Magazine Spain (print and online version) Main story: The creative explosion of Delpozo Special story: When culture and art meet fashion: Discovering Delpozo new book through the sight of Josep Font Special story: Fabio Novembre x Delpozo: when art meets art

Spain

Press release: Delpozo’s housing style: Delpozo at Salone del Mobile

Vogue Spain (print and online version) Main story: From Spain to the world: The creative fashion boom (starring Josep Font) Special story: Fashion, culture and art? Tightly holding hands in Delpozo Volume I Product features: Craftsmanship made chic (Spring/summer collection) Editorial:

Editorial: Silhouettes from the outterworld (Fall/winter and Resort collections) Press Release: Delpozo takes France: new flagship store

Spain

to


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Communication Strategy

United Kingdom

Online Media (additional)

The Telegraph UK Special story: Silhouettes, volume and color: Guide to Delpozo’s world

The Impression Special story: What does the arrival of “Delpozo Volume I” means to fashion brands Special story (News- Top 10 section): The top 10 sections of Delpozo Volume I

United Kingdom

Special story: Delpozo embracing creativity and art: what is the brand doing?

Special story: Special coverage on the launch of “Delpozo Volume I”, opening store in Paris, and Delpozo exhibition at the V&A Special story: Covering of the Delpozo flagship store in Paris


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Spain

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S Moda (El País) Special story: Delpozo Volume I: what is it and why is so attractive Special story: Special coverage on Delpozo’s charity event Product Features: Christmas list (Fall/winter collection)

Podcasts

Business of Fashion Podcast Interview Episode (main story): How Culture and Art are shaping the Fashion Industry (Featuring Josep Font, Imrad Amed and Tim Blanks)

Fashion No Filter Interview Episode (main story): The love triangle: fashion, culture and art (Featuring Josep Font, introducing Delpozo’s new book)


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Communication Strategy

Social Media

objectives and aims (instagram and pinterest) · mantain the instagram aesthetic · enhance on the generation of content about the fusion of art and fashion · increase the content about the Delpozo Atelier · use digital to deliver an emotional experience connected to the brand promise · anticipate the book launching, without reveling too much (being discrete) · reach the target audience and key markets · increase WOM on digital platforms · brand awareness, notority and recognition


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objectives and aims (facebook and twitter) · increase the use of written content in these two platforms · share relevant and interesting content about culture, art and fashion · use digital to deliver an emotional experience connected to the brand promise (use of videos and hyperlinking) · anticipate the book launching, without reveling too much (being discrete) · reach the target audience and key markets · increase WOM on digital platforms · brand awareness, notority and recognition

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Communication Strategy

VIP Media Journalists

Tim Blanks (Editor-at-large BoF)

Edward Enninful (Editor-in chief British Vogue)

Imran Amed (Editor-in chief and CEO BoF)

Emanuele Ferneti (Editor-in chief Vogue Italy)

Emmanuelle Alt (Editor-in-chief Vogue Paris)


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pr plan


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To accurately communicate the new launching product, the PR plan will layout the specific opinion leaders and influencers, selected exclusively thinking about the launching strategy. objectives communicate the launch of the new product through fashion insiders increase WOM within the industry through opinion leaders and influencers strenghten the relationship between the media and the brand reach the target audience and key markets brand awareness, notority and recognition

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opinion leaders

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Communication Strategy

The selected opinion leaders are established fashion insiders. Due to their reputation and their professional career path, they have the ability to generate awareness, positioning and traffic towards brands and products.

Delpozo’s offering · priority delivery of Delpozo’s new book · clothing allowance during the launching phase · priority delivery on new seasonal collections · event expenses covered by Delpozo (accomodation, transportation, catering) · +2 invitations for Delpozo events · media exposure

what Delpozo expects in return · social media mention of Delpozo’s new book (pictures sharing, stories, tweets) · social media tags and mentions for Delpozo garments · brand mention during event talks and interviews · wear Delpozo for social events · often incorporate Delpozo garments on a daily basis · previews collaborations and assistance in the process of the book creation · presence and assistance on any event by Delpozo


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Lauren Santo Domingo Co-founder of online luxury trunkshow Moda Operandi, contributing editor for Vogue, socialité, event hostess. (include Delpozo runway’s in “Lauren’s Closet” section - Moda Operandi’s website- )

Indre Rockefeller Co-founder of online luxury trunkshow Moda Operandi, entrepreneur, socialité. Rockefeller worked at Delpozo as US President, where she succesfully positioned the brand.


Communication Strategy

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Carefully selected influencers that appeal to the distinctive feminine elegance, modernity and craftsmanship of the brand.

influencers

This will generate a co-relationship with them, through which the brand will gain notority and visibility within the desired key market

Delpozo’s offering · priority delivery of Delpozo’s new book · clothing allowance (6 items max) during the launching phase · priority delivery on new seasonal collections · event expenses covered by Delpozo (accomodation, transportation, catering) · +1 invitation for Delpozo events

what Delpozo expects in return · social media mention of Delpozo’s new book (3 mandatory posts, stories, tweets) · social media tags and mentions for Delpozo garments · brand mention during events talks and interviews · wear Delpozo at social events · often incorporate Delpozo garments on a daily basis · presence and assistance on any event by Delpozo


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Diletta Bonaiuti Italian fashion stylist and brand consultant. Digital influencer, often admired for her unique Instagram aesthetic.

Pernille Teisbaek Swedish digital fashion influencer, stylist and creative director. Once a reknown blogger and fashion editor, recently created an influencer marketing consultancy agency “Social Zoo�.


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Communication Strategy

Miroslava Duma Russian fashion entrepreneur, founder of Buro 24/7, digital magazine. Focused on style and merging fashion with the technological world which has generated an international recognition.

Virginie Mouzat French influential fashion editor. For her, fashion is about “taking a position in the world� (BoF, 2017). Currently she holds the position of editor-in-chief at Vanity Fair France.


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Poppy Delevigne English socialitĂŠ, digital influencer, model and actress. Delevigne is a Young Ambassador for the British Fashion Council and she has previously hosted events for Delpozo in London.

Caroline Issa British fashion contributor. Issa is a businesswoman who founded two digital fashion magazines (Tank & Because) and Tank Form Consulting.


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Communication Strategy

Gala Gonzalez Spanish socialité and digital influencer. Gonzalez has extended her fashion abilities to creative direction and fashion design.

Berta Bernad Spanish influencer/creative director. Bernad used to be a digital influencer until she quitted social media. She is still influencing through a online portal, “Curated By” with a focus on fashion, art and interiors.


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Brand ambassadors and testimonials will not be included in Delpozo’s PR plan as the brand believes that the Delpozo’s women should not be attached to solely one brand. What makes her so unique and authentic is the combination of various labels which she carefully curates in order to develop a delicate and impeccable sense of style. The brand does not wish to be known for a specific persona (testimonials) or demand others to incorporate the brand into their lifestyle (brand ambassadors). Delpozo wishes to preserve the somehow isolated image of the crowded paid fashion world by doing a minimum pr plan.

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events


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The events section will introduce the four events that will occur during the launching phase (20172019) of the communication strategy objectives launch the new Delpozo book brand activation communicate and reach the target audience and key markets increase WOM within the industry earned media brand awareness, notority and recognition

opening store

fashion show

fabulous event / Delpozo Volume I launch

charity event


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Communication Strategy

opening store: Paris In order to reach an international audience and have a better positioning in Europe, Delpozo will open a store in Paris. Not only is the home for haute couture, but a city that embraces colossally the relationship between fashion and art. It is a door to the modern and exclusive fashion world, and it will noticeably positioning and awareness to the brand.

actions

pre-opening

event

press / interview plan opening store

follow-up


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pre-opening

date

from january to april, 2019

actions

event announcements before the actual opening event

1. opening press release

vogue fr, vogue spain, the telegraph, le figaro, dailymail, BoF

2. international communication in the key market

Paris Flagship store opening


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Communication Strategy

event

where? saint germain, paris when? april 25th 2019, 7pm-9pm number of guests: 60

The store will mantain the “reminiscient of a museum” (Culdesac.es, 2016) design: · sober spaces · full of light · feminine · delicate · architectural.

Invitation only and design for fashion insiders, art influencers and business and media spokespersons. Activities: · live orchestra · appetizers · present the SS18 fashion film through a hologram.


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event

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hologram presenting spring/summer 18 fashion film


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live orchestra

cocktail appetizers

event

Communication Strategy


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event

follow-up

event

pre-opening

press - opening store breakfast 9am-11am

vip pre-opening 4pm-6pm

main event 7pm-9pm

press / interview plan 1. morning / breakfast (press) 9am-11am

2. noon / special pre-opening for vip media journalists 4pm-6pm

Emmanuelle Alt (Editor-in-chief Vogue Paris)

Tim Blanks (Editor-at-large BoF)

Imran Amed (Editor-in chief and CEO BoF)


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Communication Strategy

opening store: paris

guests list include

Geraldine Saglio Carine Roitfeld

Caroline de Maigret

Claire Dhelens


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follow-up

post event press release

for journalists and unattendant press with the aim of achieving full event coverage, notority and recognition.

post-event marketing

-thank you cards the day after the event to every attendant -data (KPI’s, number of attendants) on the success of the opening -earned media -follow media coverage and social media impact


holographic presentation: ss18 fashion film live orchestra

cocktail appetizers



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invitations & thank you cards

is pleased to invite you to the opening Paris store St.Germain 21 5, Paris Thursday, Apr il 25th, 2019 at 7:00 p.m #DelpozoInP

aris


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thank you for joining us in the opening Paris store we hope you enjoyed the evening and visit us soon again #DelpozoInParis


fashion show: musicalia blossom S/S 18 LONDON FASHION WEEK



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Communication Strategy

fashion show: musicalia blossom

Delpozo communication strategy is directly addressed to the European market, the brand will present the collection during London Fashion Week, trading the usual venue in New York for the English capital.

actions

pre-fashion show

event

press fashion show

follow-up


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pre-opening

date

from november to february

actions

collection presentation announcement before the actual fashion show

1. fashion show press release

vogue (fr, it, uk, spain), vogue runway the gentlewoman, BoF, the impression

2. international communication in the key market

Musicalia Blossom: Delpozo SS18 London


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Communication Strategy

event

previous Delpozo fashion shows in New York City

spring/summer 2014

fall/winter 2015

new york city-pier59 studios

new york city-pier59 studios

trees and nature

white trees sculptures


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fall/winter 2016

spring/summer 2017

new york city-pier59 studios

new york city-pier59 studios

futurism: yellow lights and paper figures

thousand white strings


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Catalan designer Josep Font was appointed the role of Creative Director of Delpozo in 2012, after the brand was acquired by “Perfumes y Diseño”. Font was born in Barcelona. He studied architecture, but soon realized his real passion was in fashion, making as well a career out of it. Josep Font started his eponymous label in 1991, presenting the collections in relevant fashion cities like Tokyo, Paris, Barcelona and Madrid. He was invited as a guest member by the Chambre Syndicale de la Haute Couture to show his exemplary couture collections. (The Business of Fashion, 2017) After acquiring the role of creative director, he had the vision of renewing the image of Delpozo in order to be fresh, modern, contemporary and timeless, always preserving the legacy of Jesús del Pozo.

His designs are strongly influenced by the mastery in architecture. Volumes have become the face of Delpozo, but also the careful approach to silhouettes, figures, the use of colors and the cautious adornments.


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Font has an exquisite appetite for art, which can be appreciated in every single collection of his. Font’s inspirations come from different art fields like literature, music and contemporary arts, among many others.

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Communication Strategy

event

follow-up

event

pre-fashion show

press - fashion show morning: press 9am-10:30am

fashion show 12pm

showroom 4pm (until the end of LFW)

press / interview plan 1. morning (vip journalists) 9am-9:30am

Tim Blanks (Editor-at-large BoF)

Emmanuelle Alt (Editor-in-chief Vogue Paris)

Edward Enninful (Editor-in-chief Vogue UK)

Suzy Menkes (International Vogue Editor)

In the morning of the fashion show day, Delpozo will invite VIP journalists to have a closer and personal look of the collection, in order for them to review it and get feedback

Hamish Bowles (European Editor-at-large Vogue)

Nicole Phelps (Vogue Runway Director)


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2. morning (press) 10am-10:30am

After having the visit of VIP journalists, Delpozo will recieve relevant media in order to explain the collection. Josep Font will talk about the inspirations, the process and the final pieces

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fashion show

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Communication Strategy

For the fashion show event, one will propose a different way to present the spring/summer 18 Delpozo collection.

spring/summer 18 collection (12 looks out of 40)


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spring/summer 18 musicalia: inspirations

Maria Svarbova’s “Swimming pools” series


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Catalan composer, Xavier Cugat


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key pieces


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creative concept

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musicalia blossom


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venue

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the The collection presentation will surround the idea of blossom (flowers) and musicalia (Xavier Cugat). The space should look reminiscient of a museum. · live orchestra · flower exhibition in the runway · white canvas “swimming pool series” exhibition in the walls The fashion show will give an elevated visibility to the inspirations behind the collections. It is a clever way to situtate the guests into Delpozo’s world and specially into Josep Font mind since the moment they get into the venue.

royal horticultural halls- london


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Communication Strategy

showroom To get buyers and agents to order from Delpozo, an own showroom will be opened since the moment of the fashion show until the end of London Fashion Week. The showroom will be located at Delpozo store in London (134 Sloane St, Chelsea, London SW1X 9AX, UK)


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Communication Strategy

follow up

post event press release

for journalists and unattendant press with the aim of achieving full event coverage, notority and recognition.

post-event marketing

-data (KPI’s, number of attendants) on the success of the presentation -earned media -follow media coverage and social media impact


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invitations

is pleased to

invite you to

the

spring summer

2018

Runway Show Wednesday, February 16th 2019 at 11 a. Creative Direc m tor Josep Font #DelpozoSS18


fabulous event / Delpozo Volume I launch: contemporary masterpiece tate modern museum, london


encounter with Delpozo Volume I content / first view of the book


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fabulous event / Delpozo Volume I launch: contemporary masterpiece

Delpozo will design the lauching event as the fabulous event as it will be sizeable and wonderfully enough to be considered a fabulous event. It will take place during London Fashion Week Fall/Winter (February 16-20, 2019), in order to reduce expenses and seize the presence of potential industry insiders in the city. objectives: launch the book communicate with the target audience attract potential clients (VIC) notority, awareness and recognition generate traffic towards Delpozo achieve high sales with the first book by Delpozo

actions

pre-fashion show

event

press launching event

follow-up


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pre-launch

date

from novembre to february

actions

event announcements before the actual launching event

1. launch press release

vogue fr, vogue spain, the telegraph, le figaro, dailymail, BoF

2. international communication in the key market

Delpozo Volume I launch


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Communication Strategy

event

creative concept

contemporary masterpiece

“Contemporary masterpiece” is about the merge of art pieces and modernity. Delpozo embraces art and culture and the influence of these two practices in modern day, which is also the focus of Delpozo Volume I. The event will be an experience in which humans meet art. It will showcase the work featured in the book. Guests can have face to face contact with the book content, making it an unforgettable experience. It is not a “gala” event, instead a “prêt-à-couture”, the perfect balance between elegance-delicacy and casual-unpretentious.


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event

follow-up

event

pre-launch

press - launching event breakfast: press 9am-11am

lunch: vip journalists 2pm-4pm

main event 7pm-9pm

press / interview plan 1. breakfast: press 9am-11am Delpozo will host a small breakfast in the am, in order to share with general press the insights/information about the new book. The brand will provide enough material for the press to build an article about Delpozo Volume I.

2. lunch: vip media journalists 2pm-4pm Delpozo will host a small lunch, in order to gather all the VIP media/journalists and have a private conversation with them, where the brand will talk about the new product and the journalists can clearly interact through talks and questions. The VIP journalists list include:

Suzy Menkes

Edward Enninful

Imran Amed

Tim Blanks


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venue

Tate Modern Museum in London (Bankside, London SE1 9TG, UK) The space is ample enough to create various exhibitions and bring to the physical world the content of the book. It will occur in the first floor of the “endless stairs�.

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The books will be placed around the space so guests can interact with the content.

live piano music

The space will be minimal as the Tate Modern colors are quite neutral and minimalistic plus the more “engaging factor� which will be the exhibitions and the book itself.


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activities/ night time

Communication Strategy

white photocall wall made by wanda barcelona (paper and cardboard in all shapes, sizes and formats)

welcoming appetizers


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welcoming speech by Carla Vazquez Jones (communication director) and Josep Font (creative director)

time to explore the exhibitions and first time encounter with Delpozo book

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guest list (+ opinion leaders and influencers) include:

Alice Naylor

Elizabeth von Thurn und Taxis

Alexa Chung

Daphne Guinness

Sarah Harris

Mary Charteris


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follow up

post event press release

for journalists and unattendant press with the aim of achieving full event coverage, notority and recognition.

post-event marketing

-data (KPI’s, number of attendants) on the success of the presentation -earned media -follow media coverage and social media impact


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invitations & thank you cards

is pleased to invite you to the launch ing of Delpozo Vo l u m e I Tate Modern Mus eum, London Saturday, February 19th 2019 at 6 p.m #DelpozoVolumeI


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thank you for joining us in the launching of Delpozo Vo l u m e I we hope you enjoyed the evening and Delpozo Volume I #DelpozoVolumeI


charity event: Delpozo Garland JesĂşs del Pozo Foundation crystal palace, madrid


competiton for young designers and artists

auction among the three finalists


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Communication Strategy

charity event: Delpozo Garland

The brand will host a charity event with JesĂşs del Pozo Foundation, in order to raise funds to support education in artistic fields. Since 2003, JesĂşs del Pozo created an eponymous foundation (non-profit organization) which collaborates and promotes initiatives around design. The mission of the foundation is to help young designers enter the professional and business world through scholarships. It works as an educative project, contributing to improve the academic journey of young designers and design students. (PyD, 2017)

actions

pre-event

event

press charity event

follow-up


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pre-launch

date

from april to july 2020

actions

event announcement before the actual charity event

1. charity event press release

vogue spain, BoF, S Moda (El PaĂ­s), the telegraph

2. international communication in the key market

Delpozo Garland


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Communication Strategy

concept Delpozo garland

event

Delpozo will do a summon and competition among creative minds in Spain. The idea is to encourage creativity by creating a “prize�. These creative minds should create something which takes inspiration from two forms of art. The competitors should be +16, and they have to showcase the whole process from scratch to the final design (include moodboards and brainstorming).

painting sculptures

photography

fashion garments


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event

pre-launch

follow-up

press - charity event breakfast: press 9am-11am

lunch: vip journalists 2pm-4pm

main event 6pm-8:30pm

press / interview plan 1. breakfast: press 9am-11am Delpozo will host a small breakfast in the am, in order to share with general press the insights/information about the charity evenet. The brand will provide enough material for the press to build an article about Delpozo Garland

2. lunch: vip media journalists 2pm-4pm Delpozo will host a small lunch, in order to gather all the VIP media/journalists and have a private conversation with them, where the brand will talk about the charit event and the journalists can clearly interact through talks and questions. The VIP journalists list include:

Eugenia de la Torriente

Edward Enninful

Imran Amed

Tim Blanks


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Delpozo will choose three finalists that will attend the charity event, and the brand will perform an auction in order to raise funds for the foundation.

venue

The design that is sold at a higher price will be the final winner and will obtain a full scholarship in a design/fashion school and internships with Delpozo. While the remaining two participants will get half a scholarship for a design/fashion school.

Palacio de Cristal in Madrid. The aesthetic and natural light from this place makes it perfect to undertake any Delpozo event, plus it is located in the birth city of the brand. Also, it is a very creative and artistic space that reflects elegance and modernity.


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venue decoration

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The venue will be divided into two spaces: the designated seated space and the exhibition space were the designs will be located at. The decoration will be minimal, giving special attention to the designs. Delpozo will include small flower arrengments around the crystal palace. It will be an “invitation-only� event, including opinion leaders and influencers as guests. Appetizers will be held at all times during the event.

seating arrengment


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Major Project

flower arrengment


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follow up

post event press release

for journalists and unattendant press with the aim of achieving full event coverage, notority and recognition.

post-event marketing

-data (KPI’s, number of attendants) on the success of the event -earned media -follow media coverage and social media impact


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Communication Strategy

invitations & thank you cards

is pleased to invite Delpozo

you to

Garland Palacio de Cristal, Madrid Thursday, July 14 th at 6 p.m #DelpozoGarland


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thank you for joining us in the charity event Delpozo Garland we hope you enjoyed the evening #DelpozoGarland


cross-experiential marketing


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The cross experiential marketing introduces co-branding with established labels, perhaps from different brand territories but with similar key markets, in order to increase brand engagement and widen the brand presence objectives brand activation reinforce the relationship with the target audience deliver emotions by generating engaging experiences increase WOM within the industry earned media brand awareness, notority and recognition


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Communication Strategy

Fabio Novembre

x for

Salone del mobile, Milan Salone del mobile is the most sizeable design and furniture fair in the world, held in Milan. It is dedicated to showcase the most creative and innovative designs and furniture (salonemilano, 2017). As Milan is one of the fashion capitals of the world, fashion brands began participating in the latest creating collaborations with designers and architects, showcased during this fair in their stores or selected showrooms. It a fuse between creative worlds, embracing originality and engagement between consumers and brands.


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Fabio Novembre is an Italian designer and architect, who was the ability of transforming spaces into harmonic atmospheres. His work is about “pop-design� (Platform Architecture and Design, 2017), extremely contemporary and modern. Novembre enhances on third dimension, volumes and silhouettes.

Fabio Novembre and Delpozo will create an exclusive furniture design collection to be showcased at Salone del Mobile 2020 at Casa Novembre in Via Perugino, 26, 20135 - Milan. The launching event will be held on April 17, the official inaguration day of the design fair. As books are related to interior design, Delpozo Volume 1 will be available for purchase during the week of the exhibition at Casa Novembre.

the idea

Combining and fusing highly creative and artistic worlds, where is always concept over function.


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Fabio Novembre x Delpozo for Salone del Mobile 2020 comes as a union based on mutual benefits, and the joint goal of supporting and enriching the relationship between art, design and creativity. For Delpozo is an opportunity to showcase that the creativity in fashion goes far beyond clothes. 路 Fabio Novembre x Delpozo (along with Delpozo Volume 1) will be launched at the Casa Novembre in Milan during the Salone del Mobile. 路 Novembre will help Delpozo positionate as a more conceptual brand with a magnificient design and art taste. 路 As Delpozo positioning is so powerful in the USA, Novembre will benefit from it, achieving more notority outside Europe and increasing his positioning in America. 路 As the events are very exclusive, the total involvement from the two brands is required, as well as the presence of the VIC of each brand.

the event

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target audience

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cosmopolitan

dame of design

global, intelligent and elegant women. they have an international perspective towards life and an exquisite taste.

people who have an immensive taste for design. mostly working in design or creative fields. enjoy exhibitions and art galleries.

you are you businesswomen who have a fondness for art and design. often attend auctions and perhaps are art collectors. splendid taste and style is in their blood and are extremely delicate, authentic and impeccable


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what type of brands are they into? visionary art luxury brands that tap into fine arts and creativity. perhaps houses that per form brand extension into territories isolated from clothes and complements (museums, craft prizes, books, interior design, cinematography) ex. loewe

out with the old upcoming and emerging brands that are not commercial at all, but instead have a strong brand identity and concept which does not rely on clothes. ex. mansur gavriel, mari giudicelli, cult gaia

classics are timeless as their style is so defined, they combine the new with the timeless pieces. established luxury fashion houses who have perdure over time, and are in constant renovation to remain relevant. ex. cĂŠline, prada, hĂŠrmes, marni


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previous collaborations of fashion and art/design

guy bordin (french artist) x chloĂŠ: maison chloĂŠ exhibition

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coco capitรกn (spanish artist) x gucci: capsule collection

Communication Strategy


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fashion brands at the salone mobile milano

colombian talent x marni: salone del mobile, milan


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Communication Strategy

nendo x jil sander: salone del mobile, milan


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mouse man x loewe “this is home�: salone del mobile

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Communication Strategy

time & venue


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where? casa novembre (fabio novembre studio) Via Perugino, 26, 20135 Milan, Italy

when? April 17-22, 2020 Salone del Mobile, Milano


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Communication Strategy

event description

Fabio Novembre and Delpozo will integrate to bring the creativity of the mind, to real life. The opening event will be an invitation only, exclusive to mantain the key markets

The total involvement from both brands is required in order to enjoy the presence of the VIC, the vip media journalists, opinion leaders and influencers, who will enter into a refined, pure and polished world.


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The genuine design collection will showcase the beauty of volume. A whole new meaning to furniture design will be presented by Novembre and Delpozo inspired by silhouettes.

Guests will enjoy the fascinating result of combining two art forms. A very tasteful and delightful event, where one will enjoy a cultural time surrounded by pleasant music, food and drinks.


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Communication Strategy

event activities

photocall (one of the main designs as a background)

welcoming drinks and appetizers

speech by josep font and fabio novembre ( introducing the design collection and Delpozo Volume I


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live music

(modern melodies played with the cello)

join the exhibition

(designated time for guests to enjoy and join the exhibition)


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Communication Strategy

expected results

Fabio Novembre Studio Drive traffic towards Novembre’s exhibitions and studio Increase client data base and generate new collaborations with established, influential people Increase notority and visibility outside Europe through Delpozo Earned media/media coverage

Delpozo Increase the perception and positioning of being an artistry brand Drive sales of Delpozo Volume I and products around the globe Increase client data base Increase notority and visibility in Europe Earned media/media coverage


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activities

timeline: activites and touchpoints

resolution

teaser

acknowledgment and sales

send save the date to VIP people (vip journalists, opinion leaders, influencers)

venue with photo call

send thank you cards

appetizers and cocktails

sales campaign for Fabio Novembre x Delpozo

send invitations to VIC from both brands

speech from Josep Font and Fabio Novembre

confirmation

time to enjoy the delightful furniture collection

invite journalists and press

note of the impact of the exclusive collection data on the success of the merge of the two creative brands

touchpoints

press Release

direct communication

PR

PR and media relations

PR and media relations

social media

direct communication

mail

casa novembre studio

social media

social media

mail


consumer engagement


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The consumer engagement introduces brand activities that will be performed with the aim of strengthen the relationships with the customers and approaching them in more creative ways objectives brand activation reinforce the relationship with the target audience increase the consumer engagement with the brand increase WOM within the industry and the key markets earned media brand awareness, notority and recognition


brand

you are you / on voyage

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Communication Strategy

the highest need

cultural enrichment

key drivers

authenticity, intellectuality, global citizens

key emotional benefits

i am a delicate, authentic, cosmopolitan woman who has a passion for culture

brand role

Delpozo enhances and elevates my cultural interests while mantaing true to my style

comm. plat statement

curation on voyage

curation on voyage

connecting the art world overseas, elegant intellectual culture

experiencing cities in a genuine way

feeling authentic

enriching knowledge while exploring the art world

a special way of relating to the world, cosmopolitan urbane

feeling intellectual

being a global citizen


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curation on voyage

leisure

mobile

ephemeral architecture

cruising for art

romancing volume

Delpozo app

Delpozo exhibition at the V&A museum

Delpozo x FAV (pop-up/installation)

cultural


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Romancing Volume: Delpozo exhibition at the V&A Museum, London

Communication Strategy


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Romancing Volume The Victoria & Albert museum will host an exhibition ofDelpozo which will showcase the most authentic and beautiful pieces which illustrate the staple silhouettes and volumes of the brand. Will also exhibit: ¡ work from other artists (inspiration for Josep Font collections) ¡ photographs from the fashion shows (venue, concepts, show, decor) The aim is to positionate Delpozo as a contemporary, modern brand who creates not clothes, but stories that translate to art pieces, worth of being exhibited at a museum.


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Communication Strategy

Ephemeral Architecture: Delpozo x FAV- pop-up store and installation

Ephemeral Architecture The Festival des Architecures Vives is an ephemeral festival in Montpellier, France where architects build up installations based on contemporary techniques and aesthetics, in private courtyards of the most magnificent mansions of the city. (Interactive, 2017) Taking into account the career path of josep Font and the influence of architecture in his designs, the artistic festival is the perfect fit for Delpozo to raise brand awareness and engage consumers through different creative art fields.


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The pop-up store will be designed, coordinated and executed by Culdesac, the creative agency who designed Delpozo flagship in London and Madrid. The pop-up store will be an installation with a focus on volume and the clothes will be placed as if they were in a museum.


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Communication Strategy


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It will take place in June 2019 and it will last four days. The collection that will be sold in the pop-up is the Spring/Summer 2019.


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Communication Strategy

Cruising for art: Delpozo App Curation on Voyage Delpozo women are extremely international and global. They are in constant movement and are often traveling either for leisure or work. As they are so culturally aware and have a special sensitiveness for artistry, Delpozo will create an app dedicated to them. The app’s name is Delpozo Voyage and will carefully curate cultural places (museum, art galleries, exhibitions, bookshops, libraries, architecture, interior design) providing own images and reviews by Delpozo on why it is a must stop. It will be personalized as the user can see the exact map and places in they city they are in, due to the use of the phone location services.

Vodafone 4G

2:05 PM

Vodafone 4G

2:05 PM

London

EN/ES/FR

x Museums Art Galleries Libraries Architecture Interior Design

Map Gallery

Delpozo for me


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Vodafone 4G

London

Vodafone 4G

2:05 PM

EN/ES/FR

London

Museums

Map

Tate Modern

Victoria and Albert

Museum of London

Design Museum

Directions Save

Vodafone 4G

London

Gallery

2:05 PM

EN/ES/FR

2:05 PM

EN/ES/FR


sponsoring & product placement


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The sponsoring and product placement section introduces the partnering with brands/companies that will offer Delpozo their services or recognition, in order to save and reduce monetary costs. objectives brand activation reinforce relations with industry insiders increase WOM within the industry and the key markets brand awareness, notority and recognition

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main sponsor

Communication Strategy

image/identity CuldeSac is a creative and strategic consultancy. They are reknown for the innovative and original vision developed in every single project they create. They have previously worked with Delpozo for the creation of the two flagship stores in London and Madrid. For this reason they have a wide and precise knowledge on the image and identity of the brand, knowing how to visually codify the brand’s essence and vision in the most harmonic way. CuldeSac holds a close relation with the brand and Josep Font. Due to this, they will be the main sponsor for this whole communication plan. They will work with Delpozo to translate every idea to the real world (Delpozo Volume I, events, cross-marketing experience, consumer engagement)


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commercial sponsor

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commercial Moda Operandi is the most reknown online luxury fashion retailer. They have achieved such positioning due to the “trunk-show” system, were customers can pre-order right after the fashion show. They have mantained a tight relationship with Delpozo since Font’s take as Creative Director. They will commercially sponsor Delpozo through every activity they will be performing including the special distribution of Delpozo Volume I and Fabio Novembre x Delpozo.


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technical sponsor

Communication Strategy

accomodation

technical

Four Seasons hotel chain is present in every city where Delpozo events will occur (London, Paris, Milan, NY, Madrid: opens in 2018).

The fabulous/launching event by Delpozo, which will occur at the Tate Modern in London, the technical aspects will be covered by the museum. They will arrange the whole setting, exhibitions, lights and photocall.

They will provide and sponsor the accomodations for the VIP media journalists, opinion leaders and selected influencers during the events.


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catering

technical

Dish Catering is one of the finest event caterers in Europe. They will provide and sponsor the appetizers and drinks for every event by Delpozo.

For Delpozo’s opening store event at the St Germain neighborhood in Paris, the fashion film will be presented through an hologram. It will be done by MUSION, who are leaders in this technology and have previously worked with refined brands and companies, which gives them the wished positioning that brand is looking for.


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Communication Strategy

technical

transportation

For the exhibition “Romancing Volume� at the Victoria and Albert museum in London, the museum itself will be responsible for the technical aspects of the exhibition (lights, displays, mannequins). They will sponsor the exhibition acting both as a technical and a commercial sponsor.

BlackLane is a German company specialized in offering chauffer services. The cars are refined and the drivers are licensed professionals. BlackLane will offer their services to opinion leaders, VIP journalists and influencers whenever a Delpozo event occurs. They will transport them since their arrival until their departure in the airport.


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seating

beauty

Experts in venue seating arrengments, the company Seating Solutions will provide the seating for the charity event and the fashion show held by Delpozo.

For the fashion show, Moroccan Oil will create the hairstyles for the models. They have a tight relationship with Delpozo and have previously created the beauty looks for their fashion shows. Also, the only products that will be used backstage for hair and face, will be from Moroccan Oil.


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product placement

Communication Strategy

drinks Ruinart Blanc de Blancs champagne and Hendricks gin, will be served in different actions made by Delpozo. Although the catering is done by Dish, this two specific brands are the selected ones for the drinks/alcohol in the events.


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annual chronogram


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The annual chronogram presents the schedule designed specifically for the two years launching plan for the brand, including the activations and the press coverage. objectives inform about the creative and strategic people behind the communication plan reinforce relation with the brand brand awareness, notority and recognition


155 annual chronogram

Communication Strategy

2019

jan

brand activities

feb

mar

Delpozo Volume I launch/Fabulous Event, London

apr

may

Opening store: Delpozo in Paris

D

F/W 2019 Collection Fashion Show, LDN Showroom

press media

BoF: online interview with communication director

Press release: Delpozo Volume I launch BoF: coverage on the launching event of Delpozo Volume I

Vogue ES: special story, Delpozo Volume I

Vogue Paris: Coverage of the opening store in Paris

Vogue UK: “What is Delpozo Volume I?� Vogue UK: S/S featuring Josep Font editorial

Vogu Vogue It: Interview with Josep Font

The NY Times Spain: discovering The Gentlewoman: Delpozo Volume I S/S print issue BoF: S/S print special story & issue, special story Vogue Paris: Special editorial Vogu story about Delpozo on D The Impression: Volume I store two special stories, news-top 10 sections

pr

opinion lea


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june

july

Ephemeral Architecture: Delpozo x FAV, Montpellier

ue UK: S/S editorial

aug

sept

oct

nov

dic

S/S 20 Collection Fashion Show, LDN Showroom

Vogue UK: resort editorial

Vogue UK: main story, discovering “prêt-á-couture” Vogue ES: main story, from Spain to the world

Vogue Paris: S/S editorial, special story

ue Paris: coverage Delpozo’s pop-up e

aders & influencers

Fashion No Filter podcast featuring Josep Font

Vogue UK: F/W product features

Vogue UK: F/W editorial

Vogue It: F/W editorial Vogue Paris: product features


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Communication Strategy

2020

jan

feb

Delpozo Volume launch

brand activities

press media

Press release: Delpozo Volume II launch

The NY Times Spain: main story on Josep Font

Vogue It: F/W editorial

apr

II

F/W 2020 Collection Fashion Show, LDN Showroom

AD Italy: main story, architecture through the eyes of Josep Font

pr

mar

Fabio Novembre x Delpozo: Salone del Mobile, Milan

may

Romancing Vo Delpozo exhi at the V&A

Vogue It: main story, cosmopolitan vision Teleg even The NY Times Spain: Vog special story on edit Fabio Novembre x Delpozo BoF: V&A Telegraph UK: coverage on the event of Fabio Novembre x Delpozo

opinion leader


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june

olume: ibition A

graph UK: nt coverage

july

Vogue ES: product features S/S

rs & influencers

oct

Vogue Paris: product features BoF podcast: featuring Josep Font

S Moda: coverage on the charity event

sept

S/S 21 Collection Fashion Show, LDN Showroom

Charity Event: JesĂşs del Pozo Foundation, Madrid

gue ES: resort torial

Delpozo at A exhibition

aug

Vogue Paris: product features

nov

dic

Curation on Voyage: Delpozo App launch

Vogue ES: F/W editorial

Vogue UK: product features christmas

BoF: article on Delpozo’s app

S Moda: product features christmas


the team


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The team introduces the people belonging to the communication department, who do not only create the strategy but develop the whole plan with a clear vision on the aim and objectives for the brand. objectives inform about the creative and strategic people behind the communication plan reinforce relation with the brand brand awareness, notority and recognition


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the team

Communication Strategy

Worldwide Communication Director Carla Vasquez Jones

Worldwide PR Director Data Director Protocol Director Art Director

Worldwide Digital Director

Worldwide Event Director

Worldwide Retail Director

Worldwide Media Director

Strategic Planning Director

Worldwide Art Director

Strategic Planning Director

Worldwide Press Director

Creative/Art Director

Worldwide Producer

Worldwide Advertising Director

Content Director

Worldwide Creative Director

Merchandising/ Visual Director Experiential Marketing Director

Worldwide Showroom Director

CRM Director

Worldwide External Relations Director

Copywriting Director Marketing Innovation Director

Worldwide Planning Director


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budget


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The budget section introduces the cost structure estimated for every activity and activation Delpozo will perform during the two years communication plan (2019-2021) objectives create a grand cost estimate for the whole communication plan evaluate the feasibility of the plan


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Communication Strategy

PR PLAN

concept

opinion leaders influencers

cost x 1

amount

25.000 €

x2

50.000 €

15.500 €

x8

124.000 €

total

total

174.000 €


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opening store

EVENTS concept

cost x 1

guests

total

catering

55 €

60

3.300 €

waitress

7.000 €

invitations & thank you cards

200 €

60

8.000 €

hologram

125.000 €

orchestra

12.000 €

VIP media journalists

8000 €

5

40.000 €

photographer

12.000 €

technical: light, sound

15.500 €

security

2.000 €

property cost

15.000.000 €

total

15.224.800 €

fabulous event/ Delpozo Volume I launch concept

cost x 1

guests

total

venue: tate modern

45.000 €

decoration

11.000 €

invitations & thank you cards

250 €

100

25.000 €

catering

50 €

100

5.000 €

waitress

17.000 €

pre-launch breakfast

20.000 €

pre-launch lunch

25.000 €

VIP media journalists

8000 €

5

40.000 €

photographer

11.000 €

wanda barcelona

25.000 €

security

2.000 €

total

226.000 €


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Communication Strategy

fashion show concept

cost x 1

guests

total

venue

30.800 €

decoration-seating

16.000 €

invitations

100 €

150

15.000 € 60.000 €

“swimming pool series” exhibition

orchestra

10.000 €

flower exhibition

15.000 €

photographer

11.000 €

technical: light, sound

11.500 €

VIP media journalists

7000 €

5

35.000 €

model casting

11.000 €

total

215.300 €

Delpozo garland / charity event concept

cost x 1

guests

total

venue: palacio de cristal

100.000 €

decoration

35.000 €

invitations & thank you cards

200 €

100

20.000 €

catering

40 €

100

4.000 €

waitress

14.000 €

finalists expenses

250.000 €

technical: lights, sound, stage VIP media journalists

45.000 € 8000 €

5

photographer flower arrengments

40.000 € 13.000 € 20.000 €

security

1.200 €

orchestra

15.000 €

total

557.200 €

EVENTS TOTAL: 16.223.300 €


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CROSS EXPERIENTIAL MARKETING

concept

cost x 1

guests

total

venue: casa novembre

30.000 €

decoration

16.000 €

invitations & thank you cards

150 €

100

15.000 €

catering

80 €

100

8.000 €

waitress

12.000 €

technical: lights, sound, stage

VIP media journalists

45.000 € 10.000 €

5

50.000 €

photographer

15.000 €

security

3.400 €

live music

15.000 €

collection production

5.000.000 €

total

5.209.400 €


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Communication Strategy

concept

price

consultancy strategy and counselling

25.000 €

public relations

20.000 €

press office

40.000 €

visual design and graphic materials

45.000 €

corporate image control

20.000 €

Delpozo Volume I

3.560.000 €

social media

70.000 €

pr

45.000 €

events

16.223.300 €

cross experiential marketing

5.209.400 €

V&A museum exhibition

3.680.000 €

Delpozo x FAV: Pop-up store/ installation

1.475.000 €

Delpozo app

grand total

258.000 €

30.670.700 €


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171

Communication Strategy

annex Initial Project Brief brand: Delpozo project name and short description: annual communication plan core audience: Primary Target “You are You” Women that are not defined by their nationality, age or profession. They are authentic, delicate and impeccable.They have a special sensitiveness for artistry craftsmanship and are attached to the idea that “less is more”. Secondary Target “Cosmopolitan urbane” These women have a particular way of relating to the world. They are global, intelligent and elegant. They travel a lot which leds them to have an international perspective towards fashion and life in general. They are familiar with countries and cultures abroad. Wherever they go, their essence goes.

brand promise: Hand over impeccable, contemporary and feminine design by committing to craftsmanship and artistry, giving an exclusive embellished experience, under the concept of “prêt-à-couture”. brand character: creativity imaginativeness, vision, originality rigour attention to detail, carefulness, harmony individuality uniqueness, characteristic, sole


what is the business issue we are trying to solve, the audience, the opportunity? · high-end fashion brands have evolved from being product-oriented, to delivering a individual lifestyle, attached to an experience. Distance is not longer a barrier, anyone anywhere can desire your product. Each brand has the task to deliver this experiences all around the world by expanding their business using communication and marketing 3.0 techniques, which allows them to reach the customers and cause emotions. · being one of the few prêt-à-couture brands the aim is to reach an international audience by implementing communication strategies, actions and activities specifically design for the key market, while delivering an experience connected to the beauty and magic that DelPozo exudes. · the opportunity is vast due to the unique identity, and experience of the brand and the designer (Josep Font). A distinctive and special way of perceiving fashion while mixing other art forms such as architecture and literature are the tools to generate new content and create noise in a global scale around DelPozo. what is the assignment? Design an annual communication plan for DelPozo, that provides the necessary tools to reach an international audience by maintaining and enhancing the brand identity and promise.

what is the desired outcome, with measurable KPIs? To deliver emotional and experiential relationships to the key audience in a global scale, which allow DelPozo to build a strong bond with them. Bearing in mind and sending the message that the beauty and harmony of the brand is touchable and relatable for those “you do you” and “cosmopolitan” woman all over the world. By the use of brand extension, increase brand awareness and media engagement. Which will led to the turnover growth and higher sales volume.

what is the intended source of volume? Delpozo


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what is the core audience’s attitude to the brand, and how do we want to change it? Example of strategic markets EU (choosen market for the communication plan) Despite being the birth continent of the brand, there is not as much appreciation given to DelPozo in Europe. Paris being the crib of “haute-couture” houses and unique firms with an explicit relation between art and fashion, has somehow closed the doors to yet another “beautiful” brand. USA DelPozo is perceived as an extremely beautiful, sophisticated and delicate brand, becoming the strongest market for the brand. It is seen like a splash of harmony and light in a somehow chaotic world. It has been successful in the States because the brand offers and proposes a special something no one does in America, it is not commercial, is timeless, surrealist and inspiring. A EUROPEAN IN AMERICA The essence of DelPozo needs to be spread globally. Avoid the idea that it is just another beautiful brand. We should evolve from being product-oriented and being recognized exclusively by the pieces, to diffusing a lifestyle of delicacy, share more than just a product and give away an embellished experience under the concept of “prêt-à-couture”. what is the core selling message, the single main idea? A sole approach to volume, color, and silhouette. Where architecture meets fashion and art.

what are the mandatories (do’s and don’ts) DO Brand extension by launching other products that can help to the international recognition of DelPozo. Create engaging and interesting content about the fusion of art and fashion that makes DelPozo so unique. Communication actions and motivations that led to the expansion of the brand, while attracting more international customers and reinforcing the relation with the already existing ones


DON’T Seek to be mainstream, trendy and recognized by a mass market. Promote the products. What Delpozo needs is to focus on creating an experience not on the final pieces the brand creates. Due dates Briefing: step 1: 9/10/17 Idea definition (3 core approaches), visualization, proposal of touch points, and how the idea(s) can be brought to life across them step 2: 27/11/17 Longevity of the selected idea. Program execution details (organizing, production, sponsors, product placement, event communication, communication strategy) step 3: 11/12/17 Toolbox finalization


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