Mariona Bonareu PR Project

Mariona Bonareu Mora BA Fashion Marketing & Communication Level 5 MIED 507, Fashion Communication Fashion PR and Press Office Mariana Rumayor Murrieta

Fig. 1

CONTENT INTRODUCTION OF THE BRAND POSITIONING & OBJECTIVES BRAND VALUES COMMUNICATION STRATEGY MEDIA PITCH COMMUNICATION TOOLS PR ACTIVITIES PR CALENDAR BUDGET ALLOCATION MEDIA MONITORING & RESULTS CONCLUSION REFERENCES

Fig. 2,3

INTRODUCTION OF THE BRAND OAK + FORT is a fashion brand based in Vancouver, Canada. They started as an e-store based in Edmonton, Alberta and while doing a photo shoot in Vancouver, the owner of the brand felt in love with the storefront at 32 Water Street and so they opened the first store there on December 26th 2010. The owner Min Kang, decided after opening in Edmonton, expand across Canada. Within the years they opened in New York by being the first American location, lately Chicago and San Francisco.

The brand reflects a lifestyle of fashion, exploration and art, as their philosophy is that fashion should be uncomplicated and thoughtfully designed.

Their mission is to provide quality apparel and be a catalyst for new innovations and creativity. (Linkedin, oak + fort, 2016). They provide contemporary and progressive garments, not restricted by trends, as they want to offer attainable luxury to individuals with personality and create pieces towards the fashion conscious market.

The brand is advanced in trends, culture, art and fashion and therefore the designs are carefully selected regarding style, statement, comfort and quality.

The seasonal collections are driven by a minimalistic style designed by the in-house designers and freelance who want the garments make statements without having to speak.

The atmosphere of the store is a minimalist’s dream as it’s surrounded by white walls and spacious spaces organized with racks covered by beautiful similar coloured garments in sections that seem pieces of art showcase. The fact that products are placed in an aesthetically pleasing way makes the brand seem expensive but it’s quite affordable as most of the items hardly pass the $100, and that makes them special.

When looking a little bit about the target we can say their age range is from 19 to 40 with a stable job, flexible income and a good education, considered the middle market class. They are aware of trends and interested in design, culture and fashion while looking for minimalist, clean and comfortable designs. According to a blog from Toronto, You could outfit your entire wardrobe from Oak + Fort, and would end up looking exquisitely timeless with a little bit of edge. “The easiest way to dress yourself is if you had a closet full of really good basics. You wouldn’t have to think about it in the morning. Good basics, good price points. (blogTO, 2016)

Fig. 4,5,6

BRAND VALUES As previously said, the brand is dedicate to a fuse culture of art, fashion and exploration based in a minimalistic style. After analyising the brand, the main values that could define it would be the following ones.

Consciously educated Art inspiration Personal interaction Innovation goes with creativity Style, comfort & quality Minimalistic structure

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Fig. 8,9,10,11,12,13,14

The brand has a huge interest on art as they get a lot of inspiration when creating the stores but also the pieces of the collection and after how to express it visually with the lookbook and editorial. In all these features we can appreciate the minimalistic structure and style but at the same time they want to reflect that innovation goes with creativity as they are always trying to create new designs that fit their philosophy. Moreover, the brand is trying to improve the focus into today’s society and be more conscious educated and transmit this to their target, which receive personal interactions with the brand. When looking at their collections, style, comfort and quality are the three present qualities.

Fig. 15

POSITIONING OAK + FORT is positioned in the middle market as they offer good quality designs but in an affordable price. This feature makes them more special as this market is less crowded regarding the brand’s style. One thing they have present in all their collections is the modernist and minimal approached combined with a endless style.

There is competition in the middle market and If we focus on some competitors we could divide them regarding a more minimal or classic approach. The main competitors in terms of style are: COS, Acne Studios, &OtherStories, Shaina Mote, Zara, Wood Wood and Norse Projects.

As said, the most relevant variables when realizing the positioning were dividing it regarding classic and minimal as OAK+FORT is a minimalist brand but it has competitors that play more with classic design but in terms of price are similar.

OAK + FORT is currently located in several places in Canada and has three locations in United States. From the moment It started, the interest among people grew quickly because of the desire they create to provide not just a product but an expression of art, fashion and innovation, which represents their lifestyle. The brand works with in-house designers bridge collections together with our own designs.

The brand has a strong presence In social media as they have Instagram where they upload daily content, Pinterest were their lifestyle is reflected throughout the different boards, Facebook and Twitter with new content and news regarding what the brand is doing, and a Blog where they show all their editorials, collaborations and inspirations from artists. The brand knows how to reflect their lifestyle through their social platforms but it would be better to make customers experience with them In order to become loyal and increase the awareness.

As there is no presence for the moment in Europe, I will focus on extend the brand to this market mainly in London. People may know the brand because of social media and the online buying availability, but they don’t have physical contact with the brand so it’s difficult for them to understand the philosophy and brand values.

Fig. 16

+ Price

Classic

Minimal

- Price

COMMUNICATION STRATEGY & OBJECTIVES

COMMUNICATION STRATEGY

Brand

Storytelling

Collection

Press launch

Fig. 17,18,19

NewCapsule

Brand ambassador

The communication strategy of OAK + FORT is divided in two axes, the brand and the collection. On the one hand, a good storytelling of the brand would be realized in order to understand the values and heritage. Also, there is going to be a press laucnh with the opening store party with press and invitations.

On the other hand, for the collection there is going to be a launch of the new capsule and also pick a brand ambassador in order make more awareness and have an image of the brand towards the London audience.

The objectives of doing these approaches are because of the need to promote the brand’s values and origin but also showcase the new collection by making profit of the opportunities given.

Within this approach, the market will have contact and experience with the brand. Therefore, the main objectives for the strategy are the following ones:

Increase brand awareness Reflect brand image and values Improve and increase presence and communication with the market Focus more on the social media and a better press coverage Increasing and engaging the target

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MEDIA PITCH There are several magazines OAK + FORT could pitch in order to generate awareness among the audience and be sure they would read them and therefore know more about what the brand wants to showcase. Each magazine will focus on different press angles regarding their point of view.

The content will be divide in online and offline magazines, as nowadays social media is really powerful but there is also the need of having

physical information because of the experience. In general, we will pitch magazines that are well known In the country in order to generate more awareness but at the same time are the accurate ones for the target.

The press angles that will be proposed will be: Storytelling: Visit to the HQ (article)

Press launch: Opening store (article & video)

Brand ambassador: Image of the brand (Interview) Lookbook: Product values

The media that will pitch the different press angles as said will be according online and offline content.

Offline

Online

Vogue UK

Vogue UK

Gentlewoman

Defuze

Elle UK

Harpers Bazar Telegraph

Harpers Bazar Glamour

Vogue is the fashion bible.

Elle UK was launched in 1985 and has

The British first edition was

obtained access to world-renowned de-

in 1916 and from that mo-

signers, celebrities, models, photogra-

ment it started being the

phers, writers, columnists and stylists.

outstanding fashion maga-

The magazine is for women who love

zine. It has both print and

fashion by women who love fashion,

online content, which peo-

and it can be described as sexy, stylish

ple can discover new trends

and spirited. It was the first magazine to

and features of fashion. He. ritage, authority, innovation and exclusivity could define

Cost: 1 st DPS 85.889€ Circulation: 195,010

the magazine

individuality and create their own style.

(Elleuk.com, 2016) Circulation: 209.636€ Cost: 60.857€

Harper’s Bazar is famous for

The Gentlewoman embraces mo-

its beautiful visuals, intelligent

dern women of style and purpose by

writing, award-winning art direc-

offering a fresh and intelligent pers-

tion, world-class photography,

pective on fashion that is focused on

and a consistently thoughtful

personal style.

understanding of fashion. The

Including aspiring journalism and

reader is style-conscious who is

photography of the highest quali-

cultured and independent.

ty, it showcases inspirational women

(Hearst UK, 2016)

through its distinctive combination of glamour, personality and warmth.

(The Gentlewoman Media Kit, 2016)

inspire the audience to celebrate their

Cost: Cost: 26.725€

Cost: 50.000€

The Daily Telegraph is the news-

Glamour was launched in 2001

paper published in London and

and from that moment it started

distributed across UK and inter-

to have a huge recognition and

nationally. It’s the newspaper

being the biggest-selling wo-

with the latest news, business,

men’s lifestyle magazine. It’s a

sport, comment, lifestyle and cul-

powerful multi-media brand that

ture content.

is published monthly.

Cost column: 153€

Circulation: 350,031

(The Telegraph, 2016)

Cost: 18.409 € run of paper (Condenastinternational.com,

Defuze is the premier destination for fashion, photography and art on the web.

The magazine was found in 2011 from that moment they have been featuring big brands, photographers and models together with interviews.

2.000€

The magazines pitched will have different content due to the different activites that will happen during the year. Some of them will be publishing the story of the brand when going on trip to the HQ of OAK + FORT, and having the chance to interview the CEO. Also, the announ-

cement of the store opening and the later article talking about it. Another one will talk about the brand ambassador and the journalists who

gathered with her in order to have a clear image of the brand. For the lookbook and the event where they will show the capsule, the magazines will be able to attend and publish later while also some of them publish online the video content.

COMMUNICATION TOOLS Press Kit

A Press Kit will be done in order to notify the media and the audience about the brand activities.

It’s really important in order to reach a good communication and reflect the image and values of the brand. It has the necessary information in a pack to give to the journalists in order to make them understand the message that wants to be transmitted. Inside the box, information sheets about the campaign, a short story book content about the brand and a USB with the collections. Also, the lookbook and information about future exhibitions.

Invitation cards for the event

The event will have online invitations due to today’s power of social media and also because of price reasons. The invitations will be simple and addressing personally to the person invited in order to create a more personal approach.

Lookbook

The lookbook will be printed inside the press kit but there is also going to be an online version and some pictures of it will be in a magazine.

It will showcase the new capsule of OAK + FORT which is really pure and minimal in order to make the audience understand clearly what they stand for.

Fig. 21

Fig. 22

Fig. 23

Press release

The press release contains the information of the brands activities but basically the coalition with the brand ambassador Camille Over The Rainbow as she will help the brand to generate awareness but following their values as she fits perfectly towards the brand image. This will help people in the opening store party understand her position in the brand. Moreover, it will announce the upcoming opening to the journalists by sending invitations to reach the expected communication.

Videos

The video of the teaser and the photo-shoot of the lookbook will be realized in order to engage more with visual content in online magazines.

Gift bag

A gift bag with some accessories of the brand will be given to the journalists who go to the trip and also the ones wo have the breakfast with the blogger who will be the ambassador of the brand.

Fig. 24,25

PR ACTIVITIES Trip

Consists on realizing a trip to the HQ of the brand in Vancouver, with two journalists in order to make them have a better contact with the brand. They will be able to see the brand’s philosophy and how they work in the factory, so they will have a more personal approach when writing the article. Also, an interview with the CEO to understand where the brand comes from and what they stand for.

- Interview & Story Breakfast with brand ambassador and journalists

In order to understand better why the brand ambassador Camille Over the Rainbow was chosen, a breakfast will be done with some journalists to have personal contact with her and make her an interview. In this way, she can explain better the feelings she has towards the brand and generate more awareness and interest.

Opening Party

There is going to be an opening store party in London where press and celebrities will attend. In this activity, everyone will have the opportunity to be in OAK + FORT atmosphere and interact with them. There is going to be a catering with food and drinks and also music to make the announcement more friendly. Moreover, there is going to be a video maker who will publish a short film lately with the most remarkable moments.

Fig. 26

Video

There is going to be a teaser creation to announce the opening of the brand. Also, when the second event in store takes place, a video will be done in order to capture the new capsule presentation.

Special store event

A special event in the store will take place in order to promote the new capsule of the brand. The collection will be showed as an art gallery and lately models will wear it and photo shoots will be done to publish it later on some magazines.

Press Release

During the year there are going to be some press releases in order to announce what the brand will be doing.

Fig. 27

Fig. 28

PR CALENDAR

January

February

March

April

Media Selection

Press Angles

Press Trip

Inviation opening store

Press Release

Editorial Negotiation

Post launching monitoring

Press release (online): interview CEO & HQ

May Brand ambassador selection Press release (online)

September Special event in-store

June

July

August

Breakfast

Opening Store London

Fashion film ‘lookbook’

Lookbook creation

Press Release (print)

Press release (online) : lookbook

Teaser creation

October Press release (offline) Photo-shoot publication (ambassador)

November Video launch of the event

December Annaul coverage report

In the one year calendar the PR activities of the brand are showcased in order to understand better the structure within the year and how the brand will organize all the activities in order to make the objectives succeed.

The launch of the media articles of the magazines will be right after the event or interview has been done in order to inform as fast as possible the audience. As said, some of them will be offline as it will contain articles about interviews, opinions or information and the online ones will be more visual and video content.

BUDGET ALLOCATION

MEDIA MONITORING & RESULTS

After deciding which magazines to pitch, we analyzed how much it will cost to be there depending on the amount of content and the numbers were the ones we are able to see on the chart. In the end, we obtain the return of the investment, which is 6,9 times the initial investment, that was 35.000â‚Ź. We can see how the brand would obtain benefit from it.

6,9 times the initial investment

CONCLUSION After analyzing all the approaches, we can see how it would be a good idea to extend the brand to London because there will be great opportunities when considering the audience but also for themselves.

The PR strategy has been present during all the research as the objectives selected were later developed in the activities and the communication tools. Everything makes sense as it fits the brand’s philosophy and it’s what they have been doing in their own country.

We can see how the media will help to generate awareness and within the brand activities it will be even better as people will be more aware of it.

In the end, we can see how everything done will be successful as the results are positvely for the brand. For OAK + FORT, entering into this market it’s just the beginning.

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Fig. 28 Oakandfort.ca, 2016)

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Fig. 29 (Instagram.com, 2016)

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