Georgia Hardinge Campaign Proposal
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design
Final Major Project
Megan Hudson A Major Project submitted in partial fulfilment of the requirements for
BA (Hons) Fashion, Communication and Promotion.
Module THD1101 Fashion Communication Promotion Major Project
The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others.
The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND
24/04/14
Executive Summary This report outlines the promotional strategy proposed for Georgia Hardinge, in order to launch a concession and e-commerce website in correspondence with her S/S 14 summer collection. Relevant aims and objective have been set, and appropriate press and marketing tactics planned in order to create an attention grabbing campaign which reflects the identity of the brand throughout.
CONTENTs 1.0 Introduction 1.1 Rationale
1.2 Background
2.0 Competitor Analysis
2.1 2.2 2.3 2.4
Competitor Strengths Competitor Weaknesses Competitive Advantage Market Positioning
3.0 Target Market
3.1 Extroverted Innovator 3.2 Aspiring Innovator
4.0 Promotional Campaign 4.1 Aim
4.2 OBjectives 4.3 Strategic Approach
5.0 Social Media Campaign
5.1 Facebook and Twitter 5.2 Instagram 5.3 User-Generated Campaign
6.0 E-Commerce Site 6.1 Landing Page
6.2 Website Launch 6.3 Internal Pages
7.0 Advertising Campaign 8.0 Press Campaign 8.1 Celebrity Dressing 9.0 Concession and Launch Event 9.1 Concession Overview
9.2 Launch Event
10.0 11.0 12.0 13.0
Conclusion Figures Reference List Appendices
1.0
INTRODUCTION This reports details the marketing and promotional strategies for the proposed launch of Georgia Hardinge’s Spring/Summer 14 collection. Primary and secondary research has been undertaken, including consumer surveys, to ensure that the most appropriate marketing tactics were selected in order to reach the desired audience through an attention grabbing and innovative campaign. This plan includes competitor and consumer analysis, brand background, along with detailing the selected strategies- all of which correspond to create a fully integrated communications plan; including a concession opening, preceding launch event, website launch and a connecting social media campaign, press campaign and advertising campaign.
1.1 Rationale The proposed strategies will create a sense of intrigue around both Georgia and her collection preceding the upcoming launch of both in store and online platforms. The plan will build brand reputation by generating a strong sense of brand identity, ensuring that the brand’s signature style becomes one that is widely recognised throughout the industry. The strategies have been selected in order to best reach potential consumers, ensuring that brand awareness is built amongst the relevant consumer base. The plan intends to create a brand which consumers feel they can both identify and connect with, along with setting the foundations for many years of design innovation and success to follow.
1.2 BACKGROUND Born in London, much of Georgia’s early life was spent travelling due to her mother’s career as a stylist. Although she was surrounded by clothes from a young age Georgia’s initial passion lay with art and sculpturing, qualities which are now reflected at the heart of the brand. It was at Parson’s Paris School of Art where Georgia’s signature style developed and she began to create highly technical and structural pieces which still manage to interpret into contemporary designs. Georgia’s signature style achieves the rare attribute of combining avant-garde and a wearable aesthetic, her passion for cubo-futurism and geometric forms inspire the graphic prints which add an intriguing allure to each collection. Georgia’s graduate collection earned her the golden thimble award for best designer, which also granted her her first stand-alone runway show; showing at Vauxhall Fashion Scout in A/W 2011, a place which she has continued to maintain for the past five seasons. Georgia has participated in a number of collaborations with well-known brands such as Victoria’s Secret, Swarovski and most recently, River Island. In March 2013 Georgia launched a capsule collection of 14 pieces in collaboration with high street store River Island, in order to offer a more affordable range of her designs particularly for a selection of her target audience. However since the collection was so small and only featured in a select few River Island stores it was not a strong enough platform to properly exhibit Georgia’s designs to the consumers who would fully appreciate them. In 2011 Georgia’s A/W 11 collection was briefly stocked in Wolf and Badger, Dover Street, however due to lack of awareness the line only lasted for one season. Besides this brief stockist, Georgia Hardinge is not sold in any stores within the UK, despite having concessions in stores in a number of cities including; Dubai, Prague and Berlin. The brand’s website does not currently provide an e-commerce function; therefore it is extremely difficult for UK based consumers to purchase from the collections. A factor which seems to have been drastically overlooked considering the brand itself is London based and established.
2.0
Competitor Analysis Georgia Hardinge’s competitors were identified through a positioning map (See Fig. 1), a number were selected for further analysis, paying particular attention to how they approach the specific strategies proposed in this report. The most apparent factor to note is that all of the competitive brands analysed have multi-channel online presences, a strong brand identity thoroughly integrates across websites and all social-media platforms, along with using a range of innovative marketing techniques and attention-grabbing advertising campaigns.
2.1 Competitor strengths House of Holland have built strong relationships with fans via social media, through constant behind the scenes updates and interactions causing fans to feel involved with the brand.
Moschino use innovative, attention grabbing advertising campaigns which appeal to fresh, younger audiences.
Mary Katrantzou has a strong brand image which is reflected across all platforms of the brand; store, online and social media.
2.2 Competitor Weaknesses The vast majority of Georgia Hardinge’s competitors websites do not provide e-commerce, a deficiency, given the importance of the internet in the busy lives of these consumers. E-commerce provides a platform for consumers to access the brand anytime, anywhere, something which these consumers have become particularly accustomed to, therefore they will feel restricted without this option. A number of competitors appear to provide a lack of effort in terms of store/ concession design. Many of these platforms are hardly a reflection of the particular brand- this is predominantly a problem with concession stores. Social media is being used ineffectively by a number of competitors such as; Stella McCartney and Moschino, who don’t seem to give consumers any incentive for following them, updates are infrequent and don’t provide insight further than what could be found posted on the brand’s website.
2.3 Competitive Advantage The brand holds advantage over many of its competitors due to Georgia’s desire to create innovative design features, daring to experiment beyond the current realms of design and creating striking silhouettes, sharp lines and captivating patterns and prints which add a sense of intrigue to each garment due to their ambiguous nature. This identifiable style sets Georgia apart from her competition, giving this campaign the ability to be a great success due to the strength of the collection itself.
2.4 Market Positioning Georgia Hardinge is an accessible luxury brand; therefore it is positioned in the middle of the luxury market. Georgia Hardinge provides fashion-forward formalwear for women who seek to express themselves through the clothes that they wear. Due to Georgia’s unique silhouettes and patterns the brand will be aimed towards a specific niche of fashionable females who fit the brand’s strong design aesthetic.
High
Due to Georgia Hardinge’s individual designs; Mary Katrantzou, Moschino and Henry Holland, are the main competitors for the brand, as they also aim to provide unique designs at a similar price point. However, due to significant design differences the target consumers should remain different for each brand.
Low
INNOVATIVE DESIGN
GEORGIA HARDINGE
Budget
PRICE POINT
Premium
3.0
Target Market The target market for Georgia Hardinge can be defined into two main consumer groups; ‘The Extroverted Innovator’ and ‘The Aspiring Innovator’. The consumer groups consists of 18-30 year old, fashion forward, culturally orientated females who use fashion as a means of expressing themselves and their empowerment.
3.1 Extroverted Innovator The extroverted innovator is a confident female, driven by nature and enthusiastic in her attitude. She uses fashion as a means to express her confidence and isn’t afraid to try something new when it comes to her wardrobe. She has an appreciation for fashion as an art form in its own right and tries to reflect this through her radical clothing choices. She is career-orientated, working hard to prove that she deserves her position in a creative/ cultural industry. She is invited to exclusive events; from gallery openings and exhibitions, to fashion shows and launch events. She attends as many as she can fit into her calendar, not one to shy away from the spotlight. She has a high disposable income, therefore the majority of her purchases are high end, mixed in with the occasional high street item to prove that she can pull off either. She opts for clothes of the highest quality with a fashion forward aesthetic. She tends to invest in statement pieces, appreciating quality and unique design therefore her wardrobe is more of a capsule collection made up of high quality pieces. She sticks to a minimal colour palette, monochromatic themes throughout with the odd touch of colour- neutral shades only though. The lack of colour expressed in her wardrobe is contradictory when compared with the bold silhouettes she chooses to flaunt. This mysterious lady leads a fast-paced lifestyle; she rarely has time to herself, usually heading out to the latest gallery opening or exhibition straight from a busy day at work. She dresses in outfits which can take her from day-to-night with nothing more than a quick touch-up of her makeup, tailoring and structure are key as she is keen to put across a professional image wherever possible.
3.2 Aspiring Innovator The aspiring innovator is a student/ young professional just starting in her career within a creative media related industry, however she is not yet in the role which she hopes to hold in her later life- merely starting out ambitious to work her way up. She is never without her smartphone, constantly checking social media feeds and blogs, desperate to be up-to-date with the latest news and gossip. She can always tell you what is #trending. She is constantly engrossing herself in the media and subscribes to publications such as Company, Hunger and Dazed and Confused. Due to her low salary or student loans she shops mostly high street or vintage, saving up to treat herself to the occasional item from an affordable luxury brand such as Moschino or Henry Holland. Despite being unable to dress head to toe in designer attire, the aspiring innovator could easily fool with the looks she pulls together. Although there may be effort behind every outfit, she doesn’t dress with the intention of standing out in a crowd, merely dressing to express a creative flair which she is held back from expressing in other areas of her life.
4.0
Promotional Campaign 4.1 Aim To successfully promote Georgia Hardinge’s Spring/Summer 14 high summer line to the UK market through a fully integrated communications campaign.
4.2 Objectives To improve brand recognition by creating a distinguishable Georgia Hardinge brand identity that integrates in all areas across the company; particularly by launching a concession within Harvey Nichols and launching an e-commerce site to try and build a strongly branded presence across multiple platforms. To build positive brand reputation through a fully interactive social media campaign; establishing relationships with fans, to increase facebook likes from 4043 to 15000, twitter followers from 1573 to 10000 and Instagram followers from 2509 to 12000 within the 50 day countdown period. To increase brand awareness by producing a range of press activity including at least 5 examples of celebrity endorsement and gain media coverage in the form of advertisements and product shots in at least 8 print and online publications within the 50 day countdown period.
4.3 Strategic Approach All strategies proposed within this report follow the key themes evoked by the brand along with putting across the brand’s identity in the same format. Tactics were determined after consumer and competitor research was undertaken and analysed to ensure that the most relevant promotional strategies were chosen, in order to create a fully integrated, highly branded, multi-platformed communications plan. The project is split into two main parts; the launch of the concession and the launch of the e-commerce website, there are a number of other tactics proposed which reinforce these two corresponding events- social media campaign, press campaign and advertising campaign. The in-store concession and online e-commerce site will co-ordinate at all times, launching on the same date to ensure that all consumers have equal access to the collection at the time of it’s release. A strong brand identity will be put across through these platforms, building brand recognition; whilst the social media campaign will be used to create a strong relationship between consumer and the brand. Brand awareness will be generated through a range of press activity, along with an attention-grabbing advertising campaign.
GEORGIA HARDINGE
5.0
Social Media Campaign A social media campaign has been proposed set to launch in conjunction with the website landing page, ensuring that all online activities fully co-ordinate throughout the entirety of the campaign. The social media feeds will commence with updates directing fans to the landing pages which will launch the countdown 50 days in advance of concession and website launches. The social media campaign will inform fans of brand information, build excitement about the impending concession and website launches and give an exclusive insight into the world of Georgia Hardinge. This is an essential part of the overall campaign as social interactions will engage with fans, along with generating brand awareness across a number of social media platforms. (See Online Presence proposal for further details.)
5.1 Facebook and Twitter The brand’s Facebook and Twitter accounts will mainly be used to promote consumer interaction and brand awareness. Building a conversational relationship between Georgia Hardinge and her consumers is important as fans are keen to feel as though they are part of a community. By allowing them to engage with the brand’s journey from such an early stage could increase the social media followers building a stronger brand reputation.
‘The Pleated Collection’
Georgia Hardinge
Georgia Hardinge
Georgia Hardinge
Georgia Hardinge @GeorgiaHardinge
London - georgiahardinge.co.uk
5.2 Instagram The Instagram feed will be used to build intrigue and generate excitement around the preceding event and collection launch, by posting images from; behind the scenes exclusives, in the design room and in the build-up to the exciting launch event. Georgia will also post images of the landing page onto the Georgia Hardinge Instagram page to encourage fans to get involved with the campaign- this participation will be particularly enhanced given the incentive opportunity to win invites to the exclusive launch.
Georgia Hardinge
@georgiahardinge
5.3 user Generated Campaign The interactive feature of the social media campaign will launch May 2nd, the same day as the website landing page replaces the current website. This also integrates thoroughly with the website landing page as a live feed is positioned on the page giving fans the opportunity to see their own tweets/status’ posted live on the brand’s website if they use the hashtag ‘#countdownwithGH’. Social media users will be persuaded to visit the website due to the incentive of the chance to win tickets to the exclusive concession launch event, this will drive hits on the website landing page. Brand discussion on social media feeds could also cause the brand and the campaign to trend, therefore generating more brand awareness amongst a wider audience.
6.0
E-Commerce Website The proposed launch of an e-commerce website is essential in ensuring that fans around the world can have easy access to purchase the brand, and a platform which links together all brand components. By not having an e-commerce site the brand is currently alienating a vital percentage of potential consumers merely based on their location. For this reason, international distribution is proposed, due to the strong following that Georgia has across a number of continents. (See Online Presence proposal for further details.)
6.1 Landing Page The landing page has been created due to the new website replacing the current website but using the existing domain, therefore the current webpage has been removed in order to create a fresh canvas, before replacing it with the brand’s new launch. The landing page will host a 50 day countdown to the event, which consumers are encouraged to sign up to to receive an e-invite to the official e-commerce website launch, also offering them the opportunity to win tickets personally to the exclusive concession launch event. The social media feeds and website both link to create a fully integrated online presence campaign, fans are encouraged to tweet/ update statuses with the hashtag #countdowntoGH, by doing so they will see their updates posted on a live feed which will run on the side of the landing page. Those who choose to sign up to the event launch will receive an email on the evening prior to the concession and website launch, inviting them to the website launch, this allows all fans to feel more engaged with the brand.
GEORGIA HARDINGE days
hours
minutes
seconds
49
23
59
59
TO LAUNCH
#countdownwithGH
@mazullah Can’t wait to see the new
@georgiahardinge website, wonder what’s gonna be unveiled! #countdownwithGH
@Slriley Just entered to win invites to @georiahardinge launch event, eeek. #countdownwithGH
@chriswoody #countdownwithGH Can’t wait for
SIGN UP BELOW FOR AN E-MAIL INVITATION TO THE WEBSITE LAUNCH YOU COULD ALSO BE IN WITH THE CHANCE TO AN INVITE TO THE EXCLUSIVE HARVEY NICHOLS LAUNCH EVENT
facebook.com/georgiahardinge
@ georgiahardinge
@ georgiahardinge
6.2 Website Launch The website will launch at the end of the countdown, which will be at 9am on Saturday 21st June, the same time as the concession itself opens so that all consumers have equal opportunity for first access to the collection. Fans who have chosen to sign up on the homepage will receive e-mail invitations to the website launch on June 14th. The homepage showcases current activities and campaigns, pushing social media engagement at all times by ensuring that the brand’s social media feeds are linked at the bottom of every page.
GEORGIA HARDINGE
6.3 Internal Pages The website features include ‘about’, ‘collections,’ ‘projects’ and ‘contact’ pages. The about section is set out as a timeline highlighting key points in Georgia’s life and career to inform fans about her journey up to where she is now.
The collections section is divided into seasons, once the consumer selects a season a contact sheet of all items from the collection will open up therefore they can select as many items as they wish. The projects pages are divided up into past projects and collaborations. Each project has a cover image which contains an embedded link that leads visitors to elaborated pages with descriptions of Georgia’s work and links to purchase the products where applicable. The contact page maintains a simple, sleek aesthetic, with emphasis placed on the social media pages to try to encourage fans to interact with the brand via these platforms in particular. There is also a contact form featured on the page for any product related enquiries, this ensures that the buying process is as easy as possible for consumers to use.
7.0
Advertising Campaign Adverts will commence circulation on May 3rd, once the launches of both the concession and website official media announcements have been made. The adverts will appear in a variety of fashion, media and cultural publications including; Telegraph magazine Independent magazine You magazine Hunger Wonderland Stylist Instyle i-D Dazed and Confused Company The three adverts in circulation will be published in selected magazines and publications, along with running on online media sites for the remaining 49 days of the campaign until launch day. The adverts reflect the themes which run at the heart of the brand and overall campaign, bold silhouettes, futuristic shades and clean lines are featured throughout.
Georgia Hardinge tHE pLEATED cOLLECTION
Launches June 21st, 9am
Exclusive to Harvey Nichols and www.georgiahardinge.co.uk
Georgia Hardinge
tHE pLEATED cOLLECTION
Launches June 21st, 9am
Exclusive to Harvey Nichols and www.georgiahardinge.co.uk
tHE pLEATED cOLLECTION
Georgia Hardinge Launches June 21st, 9am
Exclusive to Harvey Nichols and www.georgiahardinge.co.uk
8.0
Press Campaign A 360 degree press campaign has been developed to run alongside the other aspects of the promotional strategy. A press schedule has been devised detailing release dates for press releases and activities in the run up to the launch event. (See Press Pack for full press activity.)
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Press Release 1AGH announces sole UK concession to launch in Harvey Nicols, London.
Emma Watson wears GH to ‘Boulevard’ premiere NYC
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Emma Stone wears GH on Graham Norton Show
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Press Release 1B- GH e-commerce website to launch after exciting 50 day campaign.
MAY
Press Release 1CAnnouncing social media campaign and competition which will run alongside landing page.
9am, website landing page launches and countdown begins.
The Adverts will start to circulate in print publications.
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Story Angle One: E-commerce site features and functions.
Press Release 1DS/S 14 summer collection announcement.
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Pixie Lott wears GH to promote her upcoming album launch in London
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Event launch invitations to press
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LAUNCH EVENT
Announcement of social media campaign winners.
Website launch e-mail invites to fans LAUNCH DAY Story Angle Three: GH launches concession with an evening filled with surprises
Story Angle Four: E-commerce launches with success
8..1 Celebrity Dressing In order to generate brand awareness it is important that the brand gains more media attention in the run up to the launch event. A number of celebrity endorsements have been proposed using carefully selected celebrities to attract desired attention to the brand and build brand credibility. (See Appendix III for full details of justification in accordance with the TEARS model.) Emma Stone - Graham Norton show, Friday 18th April 2014 Emma Watson - ‘Boulevard’ premier, NYC, April 22nd 2014 Fearne Cotton - Out and about in London, May 2014 Florence Welch - Coachella Music Festival, Los Angeles, April 2014 Kari- Out and about in Leeds/London, throughout May/ June 2014 Paloma Faith - Performing at the Roundhouse, London, May 27th 2014 Pixie Lott - Promoting upcoming album launch, London, June 9th 2014
9.0
Concession and Launch Event The proposal of an official Georgia Hardinge concession within luxury department store Harvey Nichols is a key factor in the overall promotional strategy. The brand currently have no other UK based concessions, therefore the proposed concession will be the only actual platform for consumers to access the brand in person within the UK.
9.1 Concession Overview A press release will be released on the April 21st, officially announcing the launch of a Georgia Hardinge concession within luxury department store Harvey Nichols. (See press pack) Following the initial announcement of the concession to the press, further details will be withheld until the official launch event, in order to maintain an air of mystery and exclusivity around the upcoming launch. The official countdown posted on the website co-ordinates with the date of the concession opening in order to keep the two linked. The concession is an immediate reflection of the brand, the look and themes expressed in the collections and valued by the brand. Monochromatic shades, geometric shapes and shadows run throughout the concession in order to ensure that the concession provides consumers with a thorough brand experience. (See Concession and Launch Event Proposal for full details.)
9.2 LAUNCH EVENT The launch event is one of the most important aspects of the campaign; if substantial awareness is raised around the launch this can directly affect the success of the concession. Invitations will be sent to the press on Monday 2nd June. (See press pack) The exclusive event will take place the evening before the concession opening; Friday 20th June at the fifth floor restaurant of Harvey Nichols, London. The event will start at 8pm with doors open from 7.30pm. Guests will be greeted with a champagne reception to maintain the feeling of exclusivity, the event will be catered by Penni Black catering, for around 200 guests. At 8pm canapĂŠs will begin to circulate at fifteen minute intervals for an hour and a half, at 8.30pm Georgia will give a short speech welcoming guests to the launch event. At 9pm Indie-pop singer Kari will begin a 45 minute set, half an hour into this set the lights will dim and spotlights will highlight a surprise catwalk which will take place amongst the guests. Both the music set and catwalk show will end at the same time, at which point the lights will dim completely apart from selected spotlights following the models out of the room. The models and lighting will lead guests down to the first floor concession, where Georgia and concession staff will be waiting as guests see the concession for the first time. The music will continue to play out at a low level across the first floor, whilst guests will have the opportunity to purchase items from the collection with 10% discount. At 10.30pm the concession staff will start to distribute complementary gift bags for all guests, before Georgia gives a short thank you speech showing appreciation to all guests for attending. Guests will be encouraged to engage in social media feeds throughout the night to ensure that fans can feel as though they are present to an extent, along with gaining exclusive first insight before images and details are printed in the press. A press release will be released at the end of the night to express the overall success of the event and gratitude to all guests. (See Concession and Launch Event proposal for full details.)
10.0
Conclusion The proposed launches of both the Georgia Hardinge e-commerce website and Harvey Nichols concession, along with all surrounding marketing and press activities fully integrate to create a 360 degree campaign. The tactics have been proposed strategically in accordance with both consumer and competitor research to ensure that the most relevant strategies and themes have been depicted throughout this proposal. The success of the campaign will be measured in accordance with achieving the objectives set at the start of this proposal. The proposal strives to achieve these objectives by proposing a campaign which is heavily branded and identifiable across all platforms, which will not only improve brand recognition but also help increase brand awareness when combined with the tactics proposed. To conclude; the campaign will both appeal to and interact with Georgia Hardinge’s target consumers throughout all aspects. This approach will ensure that a positive brand reputation is built, in particular creating strong relationships between consumers and the brand. The success of this campaign will set the brand up for definitive success and growth, both nationally and internationally as Georgia’s collections continue to lead the way in design innovation over the forthcoming years.
11.0
Figures Page 1- http://love-aesthetics.blogspot.co.uk/2013/12/d-i-y-architectural-origami-marble.html Page 12- http://www.studyihub.com/parsons-paris-school-of-art-and-design/ http://www.vogue.co.uk/news/2010/12/01/georgia-hardinge-for-victorias-secret http://www.hdwallpapersbot.com/latest-architecture-designs-wallpapers/ http://www.riverisland.com/styleinsider/blog/2013/01/coming-soon-georgia-hardingefor-river-island-design-forum Page 16- http://blog.myfdb.com/2010/09/the-great-illusion/ http://www.bedazzlesafterdark.com/2010/01/natalie-portman-gorgeousness.html https://www.pinterest.com/pin/177258935306725914/ Page 18- http://www.telegraph.co.uk/culture/tvandradio/the-apprentice/5043712/Tour-theThe-Apprentice-candidates-penthouse.html?image=2 http://juniperbooks.com/neutral-wrapped-books/ http://blog.needsupply.com/2013/03/28/love-aesthetics/ http://thinkwearstyle.blogspot.co.uk/2012/04/love-moschino.html Page 21- Concession design courtesy of Natalia Seminiuk, Interior Designer. Page 22- Facebook.com - template Twitter.com - template Page 24- Instagram.com - template Pages 27-31 Pages 33-35 -
Website created using www.wix.com, website creator. Advertising campaign: Photographer- Chloe Anne Charnock, MUA- Nina Rochford. ModelFrankie, represented by J’adore models, Manchester.
Page 38- http://www.look.co.uk/pictures/emma-stones-fabulous-fashion-file/emma-stone-
works-a-saint-laurent-suit-for-the-amazing-spider-man-2-london-photocall-2
http://www.celebrityredcarpet.co.uk/media/paloma-faith-arriving-at-the-burberry_m17237
http://fashionbombdaily.com/2013/12/05/hot-hmm-pixie-lotts-fashion-fringe-10year-anniversary-party-moschino-cheap-chic-spring-2014-fur-trim-short-suit-chloesevigny-opening-ceremony-gingham-backpack/ http://perezhilton.com/tag/florence_welch/
Page 41- Concession design courtesy of Natalia Seminiuk, Interior Designer. Page 43- http://www.polishsound.com/article,124,kari_amirian_interview_part_ii.html
http://www.marieclairvoyant.com/entertainment-news/hot-daily-news/on-4-march2014-the-worlds-talking-about http://www.dinner-deals.com/restaurant/harvey-nichols-fifth-floor-restaurant/
Handbook Figures Page 7- http://meetthedesigner.co.uk/2012/01/one-to-watch-meet-the-cutting-edgedesigner-georgia-hardinge/ http://pursuitist.com/new-yorks-parsons-design-school-coming-to-paris/ http://www.google.co.uk/imgres?imgurl=&imgrefurl=http%3A%2F%2Fcommons. wikimedia.org%2Fwiki%2FFile%3ALondon_skyline_at_night_facing_tower_bridge. http://georgiahardinge.blogspot.co.uk/2013/04/georgia-hardinge-for-river-island.html http://www.1st-art-gallery.com/Alexander-Konstantinovich-Bogomazov/Cubo-FuturistComposition-In-Grey-And-White.html Page 10- http://hangerxpress.blogspot.co.uk/2010/08/18-wire-hanger-fot-pants.html Page 11- http://www.shoppingbagsdirect.com/paper-bags/ex-large-matt-laminated-ropehandle/PWH81XM-white-paper-gift-bag Page 13- http://www.ebay.co.uk/bhp/clothes-tags Page 15- http://style-trail.com/category/interviews/ http://www.trendhunter.com/trends/eco-fashion-innovation-mark-lius-zero-wastedesigns http://love-aesthetics.blogspot.co.uk/2013/12/d-i-y-architectural-origami-marble.html Page 16- http://magazine.good.is/articles/new-york-city-needs-a-new-sustainable-model-forfashion-production http://lipstickprophets.com/ http://fashionclassforall.wordpress.com/2011/12/07/diy-clothing-mood-rail/ Page 17- http://love-aesthetics.blogspot.co.uk/2013/12/d-i-y-architectural-origami-marble.html http://www.hdwallpapersbot.com/latest-architecture-designs-wallpapers/ http://www.dezeen.com/2009/04/07/helix-hotel-by-leeser-architecture/ Page 19- http://www.vogue.co.uk/brand/georgia-hardinge http://www.fashiongonerogue.com/sui-he-camilla-akrans-vogue-china-october-2011/ http://www.designcatwalk.com/londons-finest-georgia-hardinge/ Page 20- http://www.vogue.co.uk/brand/georgia-hardinge http://love-aesthetics.blogspot.co.uk/2013/12/d-i-y-architectural-origami-marble.html http://www.ohmydollz.com/?p=fiche&pseudo=rpg-dreams-and-live Page 21= http://blog.myfdb.com/2010/09/the-great-illusion/ http://www.bedazzlesafterdark.com/2010/01/natalie-portman-gorgeousness.html https://www.pinterest.com/pin/177258935306725914/ Page 24- http://www.telegraph.co.uk/culture/tvandradio/the-apprentice/5043712/Tour-theThe-Apprentice-candidates-penthouse.html?image=2 http://juniperbooks.com/neutral-wrapped-books/ http://blog.needsupply.com/2013/03/28/love-aesthetics/ http://thinkwearstyle.blogspot.co.uk/2012/04/love-moschino.html Page 26- http://blog.hippiecouture.com/2012/12/hippie-couture-has-a-new-look-lets-party. html/hippie-rings http://www.fashionoverreason.com/2013/08/europe-of-north-photo-diary.html http://fashionalitte.blogspot.com/2012/06/divine-invasion.html http://www.khaleejesque.com/2010/11/fashion/minimalist-fashion-ultra-chic-or-ultralazy/
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Reference List Day, E. (2009). Hooray for Henry Holland. [online] the Guardian. Available at: http://www.theguardian. com/lifeandstyle/2009/nov/08/henry-holland-interview [Accessed 26 Apr. 2014]. Dkcreatives.com, (2014). GEORGIA HARDINGE INTERVIEW! « DK Creatives Blog. [online] Available at: http://www.dkcreatives.com/blog/2012/04/20/georgia-hardinge-interview/ [Accessed 26 Apr. 2014]. Fascineshion.com, (2014). Fascineshion.com - Mary Katrantzou - FASHION CLOSE UP. [online] Available at: http://www.fascineshion.com/en/fashion-close-up/mary-katrantzou/278/ [Accessed 26 Apr. 2014]. Fashionbi.com, (2014). Stella McCartney Financial Report. [online] Available at: http://fashionbi.com/ brands/stella-mccartney [Accessed 26 Apr. 2014]. Gagapedia, (2014). Georgia Hardinge. [online] Available at: http://ladygaga.wikia.com/wiki/Georgia_ Hardinge [Accessed 26 Apr. 2014]. Georgiahardinge.co.uk, (2014). Georgia Hardinge | Fashion Collection. [online] Available at: http://www. georgiahardinge.co.uk/ [Accessed 26 Apr. 2014]. Idolmag.co.uk, (2014). GEORGIA HARDINGE | Idol Magazine. [online] Available at: http://idolmag.co.uk/ fashion-interview/georgia-hardinge [Accessed 26 Apr. 2014]. Infomat.com, (2014). Franco Moschino Biography and profiles of fashion designers. [online] Available at: http://www.infomat.com/whoswho/francomoschino.html [Accessed 26 Apr. 2014]. Londonfashionweek.co.uk, (2014). London Fashion Week - Designers. [online] Available at: http:// www.londonfashionweek.co.uk/designers_profile.aspx?DesignerID=140 [Accessed 26 Apr. 2014]. Mahoney, D. (2011). Vauxhall Fashion Scout Merit Award Winner : Georgia Hardinge. [online] ARTS THREAD Blog. Available at: http://blog.artsthread.com/2011/01/vauxhall-fashion-scout-merit-awardwinner-georgia-hardinge/ [Accessed 26 Apr. 2014]. Marketingweek.co.uk, (2006). Assessing the Reiss Brand | Archive | Marketing Week. [online] Available at: http://www.marketingweek.co.uk/assessing-the-reiss-brand/2053983.article [Accessed 26 Apr. 2014]. Moschino-Store, (2014). Moschino Online Store. [online] Available at: http://www.moschino.com/ gb?gclid=CM7j2b3vpb0CFU3HtAodPmQABg&tp=41428 [Accessed 22 Apr. 2014]. Planetnotion.com, (2014). Planet Notion » Georgia Hardinge. [online] Available at: http://www. planetnotion.com/tag/georgia-hardinge/ [Accessed 26 Apr. 2014]. Slideshare.net, (2014). Be successful, Be stylish, Be Reiss. [online] Available at: http://www.slideshare. net/MattGiova/be-successful-be-stylish-be-reiss [Accessed 26 Apr. 2014]. Stella McCartney, (2012). ABOUT STELLA. [online] Available at: http://www.stellamccartney.com/ experience/en/stellas-world/about-stella/ [Accessed 26 Apr. 2014].
Tracepublicity.com, (2013). Harper’s Bazaar interview Georgia Hardinge | Trace. [online] Available at: http://www.tracepublicity.com/2013/02/harpers-bazaar-interview-georgia-hardinge/ [Accessed 26 Apr. 2014]. Vogue UK, (2014). Marc Jacobs. [online] Available at: http://www.vogue.co.uk/spy/biographies/marcjacobs-biography [Accessed 26 Apr. 2014]. Vogue UK, (2014). Vogue.co.uk Homepage. [online] Available at: http://www.vogue.co.uk/person/ mary-katrantzou [Accessed 26 Apr. 2014]. Vogue.com, (2014). Moschino - Voguepedia. [online] Available at: http://www.vogue.com/voguepedia/ Moschino [Accessed 26 Apr. 2014]. W Magazine, (2014). Re-Making His Marc. [online] Available at: http://www.wmagazine.com/ fashion/2014/02/marc-jacobs-brand/photos/ [Accessed 26 Apr. 2014]. Wikipedia, (2014). Henry Holland (fashion designer). [online] Available at: http://en.wikipedia.org/wiki/ Henry_Holland_(fashion_designer) [Accessed 26 Apr. 2014].
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aPPENDICES
Appendix i SWOT ANALYSIS STRENGTHS
Weaknesses
-The majority of the campaign is aimed towards UK based fans/ consumers, building awareness in this country since this is where Georgia is based, encouraging the fashion community to get behind a ‘home grown’ designer. -E-commerce allows the brand to reach a much larger audience, meaning that both sales and awareness will vastly increase. -Social media will help create a connection and build a relationship between brand and consumer. -Harvey Nichols is a luxury department store; by launching a concession within such a highly regarded store the brand will not only be recognized alongside the prestigious store, but the fashion houses who also stock their collections within there, bringing Georgia closer to her competitors. -Relevant celebrity endorsements drive consumer and media awareness, making the brand more desirable in the eyes of consumers.
-Tactics such as advertisements and launch event could be too costly. -The original concession is only located in London, before the opening of further concessions, consumers not located near this area could feel alienated by the brand. -Brand must stay true to qualities and identity to ensure that it maintains it’s individuality. -Renting concession space in Harvey Nichols is expensive therefore, the brand will have to improve sales performance to uphold the concession space.
Opportunities
Threats
-Depending on success of the initial concession, the opportunity is there to grow into further Harvey Nichols stores nationwide. -If the London concession proves a success, the brand could show at London Fashion Week, not just as a Vauxhall Fashion Scout designer. -E-commerce allows the brand to gain international recognition, judging by the countries it is most popular in, concept stores can be planned to be launched in selected countries. -The innovative yet timeless designs of Georgia Hardinge have the potential to grow and become a leading fashion house.
-Competitors located in Harvey Nichols may take away consumers who go for a more well-known brand rather than support upcoming designer. =Social media will need to be updated regularly in order to feed the social media addiction held by consumer base, otherwise consumers/fans may quickly lose interest in the designer. -Negative reviews about a future collection could cause Harvey Nichols to drop Georgia’s concession leaving the brand again without a UK space.
Appendix ii
Appendix iii Celebrity dressing justifications Emma Stone - Graham Norton show, Friday 18th April 2014 Justification- Emma is well-known for her comedy skills as an actress, therefore has a high likeability factor amongst the public. Although over the start of her career, fashion wasn’t something she was interested in, as her career has grown so has her interest in fashion, showcasing a strong sense of personal style- particularly when it comes to tailoring. The direction that her style has started to turn towards makes her a perfect representative for Georgia’s structured yet feminine designs. The soft, monochromatic colour palette perfectly suits Emma’s pale skin tone and red hair. Emma Watson - ‘Boulevard’ premier, NYC, April 22nd 2014 Justification- Emma is a trustworthy public figure who has been in the spotlight from a young age, therefore, the public feel as though they know her and trust her opinions- particularly when it comes to her fashion sense. She has been catapulted to fashion icon status over the past couple of years; participating in campaigns for major fashion houses such as Burberry and Chanel, however she has a strong sense of person style and isn’t afraid to try something different. The fashion forward nature of Georgia Hardinge’s designs are something that Emma would be drawn towards as she is often seen wearing little known or upcoming designers, helping to promote new brands Fearne Cotton- Out and about in London, May 2014 Justification – Fearne is a well-liked TV and Radio presenter, she has been a growing fashion icon for a number of years and even has a collection sold on very.co.uk. She has a feminine sense of style but likes to mix this up with unique twists on most outfits she wears. Her dress sense gains a lot of attention with the media and her fans, therefore, any designer that is seen on her is sure to be published across magazines in the following weeks. Fearne is a girl with an edge, similar to many of Georgia’s target consumers, seeing their icon wearing pieces from the designer will drive them to want to get their hands on a piece of the collection themselves. Florence Welch - Coachella Music Festival, Los Angeles, April 2014 Justification- Florence is lead singer of band Florence and the machine, however her fashion sense is a quality she particularly well-known for. As a celebrity she keeps her personal life quite private, therefore is well trusted amongst the public. She has a avant-garde fashion sense and is known for taking risks with her choices, however these risks do usually pay off. Florence has a flair for aesthetics and is always well presented and put together from head-to-toe. Florence has an eye for innovative pieces and has been known to wear unknown and vintage brands therefore; she is a perfect candidate for Georgia’s designs and would attract the fashion-forward creative that the brand is seeking. Kari- Out and about in Leeds/London, throughout May/ June 2014 Justification- Kari is an upcoming singer/songwriter based in Leeds and has already been featured on BBC Radio 1’s one to watch. As an upcoming artist, the target audience for Georgia Hardinge will trust Kari’s opinion as she still shows off an eclectic personal style, choosing key, innovative pieces rather than directly following the trends. She is a highly suitable representative of the brand as they are both upcoming artists in their own right with a strong flair for aesthetics therefore Kari will be able to get the brand noticed as she is out and about promoting herself and her upcoming album.
Paloma Faith - Performing at the Roundhouse, London, May 27th 2014 Justification- Paloma is a British style icon; therefore any designer whose clothes she chooses to wear can expect attention to follow. Paloma always looks impeccable and has an eye for unique fashion. The target consumers for Georgia Hardinge consider themselves to be fashion innovators, therefore, Paloma’s is someone in particular whose style they will try to replicate, making her a suitable representative of the brand. Pixie Lott - Promoting upcoming album launch, London, June 9th 2014 Justification- Singer/Songwriter Pixie Lott a trusted starlet due to her ‘cute’ persona. She has been setting trends since her first appearance on the UK music industry in 2008, and is noticed for her stylish yet eclectic sense of style. She always look on point, therefore anything that she is seen wearing becomes extremely desirable. She has a feminine sense of style but likes her outfits to have the ‘wow’ factor, gaining her respect amongst the fashion community. She is a good fit for the Georgia Hardinge brand because she is young and fresh, she will attract the desired consumers and media attention necessary for the campaign.
Appendix iV
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@georgiahardinge Georgia Hardinge - info@georgiahardinge.co.uk - 0207 240 9898 - Harvey Nichols, 109-125, Knightsbridge, London
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