DELPOZO
MarĂa Lozano Rojas Communication Strategies Jaime Romeu Polo, Mauricio O’Brien BA Fashion Marketing and Communications Level 6 2017-2018 Word count: 3076
IED Barcelona
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
163
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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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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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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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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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.
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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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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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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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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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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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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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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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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
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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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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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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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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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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
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fashion brands at the salone mobile milano
colombian talent x marni: salone del mobile, milan
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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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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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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
casa novembre studio
social media
social media
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
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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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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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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
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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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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
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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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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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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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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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