allia grace
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Age is just a number.
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Introduction Our Story 7-8
Our Endeavour 9-10 Future intention 11-12 Our Promise 13-14
Our Principles 17-18 Our Temperament 19-20
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External influences
The bigger picture 45-48 Our Market 49-50 Market positioning 51-54 Our competition 55-56 Consumer profile 57-64
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12 month journey
Contents.
Objectives 75 Stage one Instagram 77-78 Youtube 79-80 Stage two 81-82 #EmbraceYourCreativity 83-86 Stage three PR Event 87-88 Press release 89-90 Podcast 91-92
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How we identify Our Name 25-26 Logo 27-28
Logo Guidelines 29-33 Typography 35-36
Colour specification 37 Snapshot of us 39-40 USP 42
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Let’s Explore
Our Offering 67-68 Connect with us 69-70 Where to find us? 71-72
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All planned out.
Critical path 93 The future for us 94.
Hello, welcome to
alliagrace We are a creative women’s wear retailer that produces high quality, timeless pieces which enhances your confidence levels, leaving you feeling glamorous. We love a clashing pattern, colourful materials and quirky personalities. Here, you won’t only find fabulous designs but also a community of amazing women, making your day just that little bit more special.
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Allia Grace Anecdote.
“Express yourself through what you wear and then you’ll always feel fabulous” Grandma Allia Grace.
Introducing you to the face behind the brand, designer and founder Lucy Waters. Lucy has always been told by her Grandma Allia to “express yourself through what you wear and then you’ll always feel fabulous”. The two have always shared a special bond over authentic styles and clashing materials. Which started when she was 5 years old just dabbling with materials at her grandma’s house to creating her first ever embroidered dress at the age of 12. Her Grandmas positive outlook on life led Lucy to appreciate the impact creative fashion could have on an individual’s culture and how women can use it to feel empowered and glamorous. For this reason, the fashion retailer ‘Allia Grace’ has been created, in the name of her Grandma, to express the importance of creativity and positivity by allowing women to express their identity through authentic, unique fashions and contemporary designs.
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Our Visionary Process
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our endeavour.
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We envision a world where age effecting your style seems like a distant memory.
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17 25 There is an ongoing stereotype that as we get older that we lose touch of our creative flare due to societal factors, almost shaping how we should express ourselves.
Here, at Allia Grace,
we want to challenge this stereotype by inspiring and encouraging women of any age to express their sense of creativity and experimentation in what they wear, leaving them feeling glamorous and empowered. We want to bring back the connection between clothes and consumers by giving our collections a purpose and a sense of personality.
To us and to everyone, age is just a number.
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our future intentions.
To encourage women to gain the confidence to express their creativity through complimenting fabrics and contrasting patterns.
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Our Promise
For women of all ages to come together to express their personality through the development of unique, authentic fashions. We aim to empower women by bringing back their creative flare and level of experimentation which leaves them feeling confident and glamorous.
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“Art has the power to transform, to illuminate, to educate, to inspire and to educate. It brings us together and improves our mindset, leaving feelings of positivity and fulfilment� (Allia Grace, 2019)
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Our Principles
As a fashion retailer, it is important to go beyond providing high quality clothing to your consumers, it’s about what they can get out of your brand, and the feeling it provides them.
We are Transparent
We are Accepting
It is essential that we are open and honest with our customers, explaining every single process which comes into play, from creating their clothes to selling it in stores. If we want to gain customers approval, we must gain their trust first.
We want to allow ALL women to feel confrontable in their own skin and to express themselves through clothing.
We are Creative We have a strong passion for creativity and we express that within our ranges to encourage more women to be more experimental. This is one of the main values the brand should carry when attempting to encourage women to be more confident.
We are Inclusive We strongly believe that women of all ages should feel like they can wear whatever they want and feel fabulous doing so.
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Scan me to view our values in the form of images
Our Temperament Here at
Allia Grace,
We are whimsical
Quirky, Abstract and Experimental.
We are passionate
Determined, Enthusiastic, Proud.
We are liberating
Free, Empowered, Confident.
We are sincere
Genuine, Honest, Trustworthy.
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alliagrace
intonation.
At Allia Grace we aim to have a conversational tone which, not only, represents our personality but also our values. We want to be as transparent to our consumers as possible and by having this tone, giving the brand a more approachable appeal. Our voice is calm, yet assertive as we want to encourage as many individuals as possible to find their inner creativity and express it through unconventional clothing manufactured by us. We are simply driven by the idea that creative clothing has a positive effect on our lifestyles, no matter how old we are; therefore, we aim to inspire women to challenge the stereotype age has on style and be more experimental. This rebellious attitude will be carried out but in an encouraging manner, as we stand for change.
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How
alliagrace identifies.
Why do we go by the name
alliagrace
We go by the name Allia Grace for a number of reasons.
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It’s the name of the founder and designer Lucy’s Grandma. She is the reason behind the appreciation of such confident, creative styles.
Grandma Allia was the most positive lady because she simply dressed however, she wanted to and didn’t let anyone tell her differently. This attitude inspired Lucy to create such a brand having seen so many women hide their beauty in quite dulling colours.
The name Allia Grace itself carries a confident appeal, flows naturally and represents the brands story all in one!
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Our Logo
Our logo itself represents our identity whilst providing a memorable appeal to our consumers.
The female figure in the background is an illustrated sketch from Lucy’s first ever collection. It provides a personal touch to the brand but also represents creativity and sophistication by using a slightly mature women and bright colours.
The tiny black brush strokes attached to the name provide the brand with a unique, yet playful appeal.
allia grace The use of our bold, yet creative ‘Outside’ font is used to spell the brand name.
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Our
Dont’s
Logo Guidelines
The logo is an integral part to Allia Grace’s identity as a whole and therefore must be used accurately and consistently. The size and position between all the elements must remain intact. It has been proportioned in a way to fit on all labels and tags when using the correct sizing guide.
Consistency matters to us at Allia Grace. Therefore, in order to avoid any negligent mistakes, below are examples of how the logo will not be used.
allia grace Ensure the illustrated sketch does not go below the name.
Do’s allia grace Original Logo
allia grace Screen tag
Below shows how the logo may be viewed as an alternative. The iconic illustrated sketch of a women is unique to the brand and therefore makes it a recognisable attribute. Therefore, is able to stand alone whilst still representing the brand. This logo will be used for inside clothing labels and packaging purposes only.
allia grace The brush strokes follow off the L and the A in the brand name.
allia grace That the colours remain consistent.
allia grace
Ensure the brand name remains black.
Alternative Logo 29
Garment label
ce a r g a i l al
Do not distort proportions of the logo.
Logo
Logo
spacing and positioning
Sizing guide. 19cm
NOT TO SCALE. 2cm
4cm
0.5cm
NOT TO SCALE. 6cm
8cm
allia grace
allia grace
This logo represents the minimum size the brands logo can be when used for icons and digital use in order to be the most effective and clear to the consumers.
NOT TO SCALE.
allia grace
Icon.
These spacing guidelines are here to show the minimum amount that our brands logo can stretch to. This is to ensure that we get the best out of the features used but also to make sure it does not collide with other elements such as text or objects.
2cm
3cm
1cm
1cm
1cm
allia grace 3cm
2cm
Screen tag. Garment label.
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allia grace
Banner.
6cm
10cm
Screen tag.
0.5cm
0.5cm
1cm
6cm
0.5cm
2cm
This represents the minimum size the logo can be. If it is any bigger or smaller, it becomes negligible. This will stand for all types of banners, physical advertisements and any type of packaging. 10cm
2cm
2cm
Garment label.
The guidelines above outline the only available options for both the garment labels and screen tags to be scaled at in order to remain a consistent appeal throughout.
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“Blurring the lines between what others what you to look like and how you want to look�
allia grace This is an example of how we would proportion the logo onto an image. In order to get the most out of it. We would not want to place it onto a busy background where we could lose the imagery and the effectiveness it carries.
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Typography.
At Allia Grace, we choose to have fonts that represent our personality and characteristics, whilst also being easy and clear to read.
Lucida Grande.
ABCDEFGHJKL MNOPQRSTU VWQYZ abcdefghijklm nopqrstuvwqyz 1234567890
The Lucida Grande font should always be used for the body text and tag lines. It provides a clean look to the brand which is also easy to read. Providing a contrast to the playful appeal as although we are a creative brand, we would also describe out style to be slightly sophisticated too.
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Outside. ABCDEFGHIJKLMN OPQRSTUVWQYZ abcdefghijklmnop qrstuvwqyz 1234567890 The ‘Outside’ font should always be used for our Logo. It represents our creative flare and therefore can be used for digital headings and slogans as its carries a bold appeal that stands out to the eye of the consumer. It is a handwriting aesthetic that almost reflects the personal meaning the brand carries.
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Our Colour Spectrum. At Allia Grace, we choose colours based on what compliments the prints in which are inspired from old fashion kitsch interiors. Our current spectrum truly represents our identity yet carries an empowering aesthetic. In terms of consistency, we like the colour theme to complement our prints and will always continue to be inspired by kitsch interiors as it provides a feeling of comfort and warmth. This will remain consistent across all our platforms and designs.
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“There is just something about colourful fashion that just brings excitement and positivity to my eyes� Grandma Allia.
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Range of angles.
A Snapshot of
alliagrace The way we come across to our consumers is massively important to us at Allia Grace. One way we can represent ourselves online is through our imagery via social platforms and websites. It consists of bright colours, clashing patterns and natural stances from women who simply feel great in what they wear. We remain consistent with them, making sure each image almost tells a story and of course, fits the theme of creativity.
Scan me
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Natural stances.
What makes us different?
We have always shown a passion for creativity throughout everything we do. Lucy gained an appreciation for art and textiles from her Grandma at a very young age and believes that if others has the same opportunity as she did, they would carry a similar mindset to Lucy.
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The power of art is like no other, it builds a community and allows people to stop and digest (which is hard to do in this fast-paced society) Therefore, we offer virtual life drawing classes for anyone that wants to improve but, most importantly, to build a community through the love of art and textiles.
We also offer a tailoring experience which allows women to create their own personal style, by putting them in the chair of the designer. This is tailored to each body type, to make it more personal.
We will help women to get in touch with their creative side building confidence to wear clothes for them, instead of others.
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Lets delve deeper... 43
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The bigger picture. Allia Grace offers a range of unique, unconventional fashions with highly skilled embroidered designs. For this reason, we place ourselves as a high-end women’s wear retailer. We understand that this position is very competitive, however we offer a different take on fashion that no other brand does, therefore believe it will pay off.
Enlightened Economy However, for it to pay off we need to understand our consumers needs which are forever changing. One of the most apparent shifts is that consumers are constantly searching for more individualistic brands which don’t cater for air brushed fashion’. We have been bombarded by the idea of perfection clothing so much that it has led to individuals losing sense of their personal style. This then encourages them to look further into more unconventional collections, which is unique and provides a different feel to their wardrobe. There is now a massive focus on high quality clothing that is sold at an affordable price rather than fast fashion which comes up as cheaper.
How this impacts
AlliaGrace
Consumers want to express themselves more within their styles, rather than other external factors such as age, gender, and nationality deciding it for us. Brands are becoming aware of this development and are therefore aiming to create unique garments which still cater for the consumer’s needs and wants. Consumers driving for this level of experimentation works wonders for the us as a creative retailer but also for the wider community due to many carrying the ‘I don’t care what other people think of me’ attitude.
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Purposeful relationships. A personal connection with brands and their consumers has almost become an essential aspect in becoming successful. We expect consumer’s loyalty and commitment to continue, from just offering high quality clothing, however this isn’t quite enough. They want to create purposeful relationships that provide clothes with a meaning. Brands should therefore act as a catalyst to create a purpose for purchasing clothes but also to provide a genuine message of intentions. This shows that brands should adapt to this lifestyle and clearly mirror their consumers principles in order to best reflect their needs for day to day life.
How this impacts
AlliaGrace
At Allia Grace, we are based around feelings and emotions by simply encouraging women to increase their confidence with their personal style at any age as it creates a whole different attitude to life. Creating this emotional connection with our consumers has always been a massive part of the brand’s concept as we understand it is hard to gain confidence on your own. Therefore, we offer different features to evoke multiple feelings. From our beautifully well thought of designs, to the feelings we endorse as a community. We aim to make you, you again.
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Our Market. Placing ourselves as a new luxury, high-end women’s wear brand, who sell at a more affordable rate, opens up too many opportunities within the market, especially when targeting curious women aged 25-45. The global luxury fashion market carries a revenue at an impressive number of £90.167M in 2020 and is set to grow annually by 2.2%. This provides us with confidence that our clothing will no doubt be a top hit for those who share a passion for high quality clothing but tend not to have an excess amount to spend on it. At present, we are going through a global pandemic which has led to individuals having their wages cut or sadly losing jobs. Allia Grace caters for those who carry this passion for high quality clothing and spend less doing so.
“Millennials (ages 22- 36) are now well into their careers and are reaching their peak spending age”. (Buckle. 2019)
This assures great opportunity for us as we tend to target this particular age group. Being known as the ‘working population’ means they have an extra bit of disposable income at hand which allows flexibility in what they want to purchase but also more open to experimentation.
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Apathetic
Point of reference
When analysing a gap in the market, it is important to understand who might Allia Grace be competing against. We are aware that consumers may enjoy having a simple approach to their day to day style and therefore may go for a more aesthetic look. Whilst others may want to experiment more and express their feminine personality with floral patterns and bright colours. For this reason, it is important to not only consider brands which expresses similar goals and style to us but also those who are high-street retailers as they tend to be more accessible and inclusive with high awareness.
We carry an emotive appeal as we encourage women to feel glamorous and confident when wearing creative designs. We also value being in an affordable price bracket in comparison to other creative retailers.
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Emotive
Luxury Fashion Scale
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Inclusive
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Simplistic
We are a creative retailer that believes that age should not affect how you feel you should dress. You deserve to feel glamorous. Having this outlook allows us to be described as an inclusive brand as we cater for anyone and everyone who shares a passion for creative fashions.
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Our Competitors Scan me to see what we are up against.
Stine Goya is known to produce clothing using the finest material with complimenting colours. Due to the brand having similar levels of creativity to us, we would consider them as one of our main competitors. Being founded in 2006 has given them time to create a massive following across their social platforms. They tend to price their products at a higher price point in comparison to us, however this does not mean that we lack on the quality front.
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Molly Goddard is fairly new to the luxury women’s wear market however, you wouldn’t realise it. She has developed clothes that scream empowerment using frills and frocks paired with bright colours. Although we admire her creativity, we believe that our consumers would get more for their money as our clothes are more suited to everyday life instead of one-night events.
Erdem is no stranger to the beauty of clashing patterns. Their collections represent strength and beauty by establishing an exuberant language of femininity. This passion for championing women is simpler to Allia Grace as we both evoke positive emotions through expressive clothing. Although at face value our designs are somewhat similar, we manage to segregate via having a more playful, enthusiastic personality in which our consumers can relate to more.
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The Conscious Consumer
Isabel OConnally @IsabelOConnally 30 years young. Owner of @OConnallyJewellery Passion for colour, art and experiencing new things.
Isabel OConnally is a 30-year-old, who lives in Fulham, London with her husband. For work, Isabel creates her own jewellery and sells it on Instagram which is very popular in the summer months. Having this extra bit of disposable income allows her to take part in fun activities with her husband such a ‘Barry’s boot-camp’ on a Thursday at 7pm (never goes a miss) but most importantly to treat herself. She would describe herself as having a creative mindset due to having always been into art and design. In terms of her personal style, Isabel loves unconventional colours and clashing pattern. Due to working at home most of the time, comfort is key, however never fails to express her bubbly personality through colourful garments as it makes her feel a lot more positive. As an active Instagram user, she tends to follow accounts that provide positivity to her feed and those that share similar passions as her due to it having mental benefits. When feeling down, she likes to return to the drawing board and paint whatever comes to mind as this is a soothing activity then enables her to focus on one thing, and one thing only. Isabel also uses Pinterest to gain inspiration for her jewellery collections and keep her up to date on the latest trends.
Creativity
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The Curious Consumer
Kate Walsh
@KateRebeccaWalsh Hippy on the inside, ‘cool’ reserved mum on the outside.
Kate Walsh is a 43-year-old mum who lives with her husband and two kids in a small town called Leamington Spa. For work, Kate is a part time reception teacher. Her favourite part of her job is the arts and crafts which take place almost every day for that year group (she tends to find herself to be more enthusiastic about it then the kids). Due to putting everyone else before herself on a regular basis, Kate tends to lose touch of her personal style. She is a sucker for colour and floral patterns, however, doesn’t quite show it with her everyday look. In the spare of the moment when she is feeling adventurous, Kate would shop at Allia Grace when she has any extra bit of cash to treat herself. When she wears our clothes, it leaves her feeling glamorous and confident compared to when she wears jeans and a top.
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The Calm Consumer
@RobynMatthews03 Value the little things in life. 28 years of age | Hertfordshire | Mother of 2 beautiful puppies.
Robyn Matthews Robyn Murphy is a 28-year-old who lives in Hertfordshire with her boyfriend. Although a consumer like Robyn doesn’t shop at Allia Grace often, she tends to take part in our virtual life drawing classes and encourages others to do so too. She loves going on dog walks and morning runs. Robyn is extremely open minded and tends not to be influenced by anything or anyone. What she wears is down to what she feels good in. Unlike the fast-paced society we live in, Robyn likes to slow down and appreciate the little things in life. She loves everything and anything to do with nature and tries to be as economically friendly as possible. For this reason, she is willing to purchase items of clothing that cost a little bit more if they are high quality and will last a long time to reduce waste.
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explore
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Introducing you,
Our offering
the creation of the Allia Grace debut collection, Creative Disruption, which will launch in time for Spring/Summer 2021. The range consists of 12 pieces. From eye catching, summer loving looks to a relaxing evening breeze, we have got your back. From complimenting cords to ruffled sleeves, this collection was developed for creative, confident women, like yourself. It enables your creativity and experimentation with bold colours amongst unconventional designs. The range consist of over-layered outer pieces, which is ideal for those British summer evenings, matching top and bottom sets, which all complement each other in different ways, and tulip shaped dress which accentuates your physique, leaving you feeling and looking glamorous. All pieces can be mixed and matched to enhance your personal style and uniqueness. Additionally, can be paired alongside any wardrobe essential for a more casual appeal.
Co-ord Two piece Blouse £175 Trousers £265
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One sleeved ruffled top £150
Waterfall skirt £200
Outerwear piece £100 Oversized coat £325
Floral dress £290
Bishops top £185 Pearled skirt £200
Sleeveless top £125 Waterfall skirt £200
One sleved dress £429
Connect with us....... HOME
ABOUT
OUR COLLECTION
SHOP
Come and get social
GET IN TOUCH
allia grace @alliagrace
The Creatives
SPRING / SUMMER 2020
shop now
Allia Grace
Creating a new luxury for creative womenswear. Bringing creativity and confidence to the everyday. Listen to our latest #TheCreatives podcast featuring Fearne Cotton podfollow.com/thecreatives www.alliagrace.com
The Creatives - Alliagrace
florals of the season #TheCreatives
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Shop and discover
Artist Collab
SS Collection
LETS PAINT WITH LUCY!!! tutorial
SNEAK PEAK!!! Alliagrace newest collection
allia grace
SPRING / SUMMER 2020
Follow @alliagrace
Pin alliagrace_explore
shop now
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Subscribe The Creatives
Where to find us? Here at Alliagrace,
having a physical appearance as well as a digital one is extremely important when wanting to build that emotional connection with our consumers. As we know, many individuals often prefer physically seeing a garment before purchasing. For this reason, as well as launching via our own personal website online, we will also be joining the store Selfridges via concession. Selfridges is one of the most well-known luxury department stores in the UK. Therefore, will be a fantastic opportunity for the brand to grow our following and increase awareness to fabulous individuals that simply want to feel amazing.
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The launch of
alliagrace
is soon approaching To ensure that the journey goes as smoothly as possible, we have developed a twelvemonth plan, which has been tailored perfectly to fit into your day to day life during these unprecedented times. Making sure our communications represents our identity both offline and online, provides a clear representation of who we are as a brand but most importantly serves the interests of our followers.
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These twelve months have been composed into stages in order to keep ourselves on track to achieve our goals.
Stage 1 To generate brand awareness amongst potential consumes through social media, leading to an increase of 300 followers per month.
Stage 2 To effectively communicate Allia Grace’s campaign by encouraging new and existing consumers to get involved and as a result have the hash-tag #EmbraceYourCreativity achieve 100 shares.
Stage 3 To maintain at least 50% of our current consumer’s attention by providing opportunities which educates them on our intention and purpose.
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Stage 1.
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More than ever, we are all spending more and more time using the internet. During these uncertain times, we believe it is important to act as a support system for our consumers. Instagram and YouTube seem to be our most popular consumer platforms and will be a space where we will aim to interact with you all, just that little bit more.
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When developing our Instagram, instead of going straight in and introducing you to our first collection, we want to introduce us as a brand, as a friend but ,most importantly, as a place of positivity. Building this connection with our followers is our top priority. During the past couple of weeks, we would be silly to say we havenâ&#x20AC;&#x2122;t woken up feeling confused, unmotivated and overall quite down. After all, we are only human. However, we want this not to be the case and to provide our followers with a purpose. We will start of by representing our identity visually, telling you about us, how we developed to ensure total transparency. We will, of course, showcase our upcoming collection to build excitement of whatâ&#x20AC;&#x2122;s to come, with the website link being shown to allow people to browse if they wish.
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The Creatives
We are The Creatives -
Alliagrace We are completely aware that you are seeking distraction, which we will provide for you. We were going to launch this a little later, however, right now, the time feels right.
Introducing ‘We are The Creatives’ Youtube channel.
LETS PAINT WITH LUCY!!! tutorial
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This channel will mainly focus on providing you with tutorials on how to paint and draw from Lucy herself. From a very young age, Lucy has shared a passion for anything that requires her to get creative. It acts as a distraction from day to day life but also provides individuals with the opportunity to pick up a new hobby. Allia Grace is based around creativity and expressing this through unconventional designs. Therefore, by encouraging individuals to take part, won’t only build the connection Lucy will have with our consumers, but also provide them with something to look forward to.
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“We admire creativity and uniqueness; if we were all dressed the same, it would be boring”
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Stage 2.
We aren’t used to stepping outside our comfort zone and trying something new. However, when we do, we tend to feel good for it. Being creative with your styles, wearing brighter colours and patterned materials has been known to impact your levels of positivity, making you feel and look fabulous. We want to encourage this. Therefore, we introduce to you the #EmbraceYourCreativity campaign.
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#EmbraceYour Creativity When developing this campaign, we had in mind both our primary and secondary consumers. We want to encourage people to step outside their comfort zone and feel glamorous doing so. We want to encourage as much interaction with this campaign, by simply celebrating you. We are aware this can be quite daunting, therefore creating an online community where everyone is in the same position and can encourage one another would be really beneficial for both the brand and consumers. The campaign demonstrates our identity and everything we believe in. We want to live an inclusive life where nothing shapes our identify.
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#Em Embbra race ceYYou ourr # Crea eatitivvitityy Cr allia grace Why do you #EmbraceYourCreativity? Although using the hash-tag could encourage more people to become aware of the campaign, we believe that the help of certain influencer that shares the same values as the brand, would go a long way. The selective few will carry the rebellious attitude of not caring what other people think, simply dressing however they please. This will then help encourage others to do the same. We will gift the influencers with a few ‘sneak peek’ items of the upcoming collection which will be presented with a message saying, “Why do you #EmbraceYourCreativity”. This will spark conversation by them sharing their response on their stories, then simply asking their follows the same question. This will become a recognisable hashtag which won’t only create engagement with the campaign but also build awareness of our name.
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Stage 3. Our PR Event
In order to ensure excitement about the brands arrival is still present. We will host a PR Event (if Boris says itâ&#x20AC;&#x2122;s okay to do so). This will be a sophisticated event where we get to connect with our consumers on a deeper level. Throughout the day, as well as getting to know what the brands about, you will also be given a glimpse of the upcoming collection which will launch in Spring and will be given opportunity to pre-order some of the collection, fit to your size.
Where? It will be held in Fulham due to that being the area Allia Grace originated from, in a beautiful restaurant called Meganâ&#x20AC;&#x2122;s, with stunning interiors and an abundance of hanging lamps, we believe it carries the perfect aesthetic for our brand.
Why? Launching the brand by the time we are allowed will, not only, create something for our followers to look forward to, it will also generate exposure through content produced online and by those who attend. After the event, there will be publications produced based on their reviews, which of course will again generate exposure and begin to increase our social media following.
This inclusive event will illustrate our brand values entirely, by representing our love of creative clothes, but also by creating a community where beautiful women come together, of all ages, and feel encouraged to embrace who they are on the outside, simply beautiful.
Content will be produced for the following platforms.
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allia grace FOR IMMEDIATE RELEASE JANUARY 12TH, 2021 Media contact: Mia Walsh, Brand manager Mia_walsh03@hotmail.com Age is just a number. A high-end beginner initiates creative endeavours by hosting the launch of the upcoming collection ‘Creative disruption’. London, Fulham, 2020 – A new and exciting brand, Allia Grace, who focuses on this ‘new luxury’ have announced that they will introduce the brand and it’s collection by hosting an event within the beautiful abundance that is Megan’s. Situated in the heart of Fulham where it all began, the event will provide individuals with the opportunity to get to know the brand on a deeper level. With beautiful flower and fairy lit ceilings, Megan’s, will provide the perfect sophisticated appeal for an equally beautiful event. The concept requires nothing more than you to bring yourself. The main focus for this event is to illustrate the message of embracing your creativity. Allia Grace want to encourage women to come out their shell and enhance their creative flare. But, most importantly, challenge the stereotype that as you age so do your clothes. Designer and founder, Lucy Waters, discussed her thoughts on the event, saying “From a little girl, I have constantly been surrounded by the bright colours and clashing patterns of my grandma’s front room. There was something about that which would bring me joy by simply looking at it. There are too many beautiful women who are continuing to dress in a reserved manor due to feeling that they cannot wear certain garments because of their age”. She continues “I created this collection to the highest quality to simply encourage women to embrace their creative flare and feel glamorous doing so, because to me and to everyone, age is just a number” The doors will open for the event at 2pm. Guests will be provided prosecco on arrival and canapés throughout the afternoon. The day will consist of a few talks from Lucy, followed by two very special guests, a glimpse of the upcoming collection with the opportunity to pre order any garments tailored to your size, whilst taking part in creative activities to really activate your level of experimentation. Tickets will be available at £25 each which can be purchased via the Allia Grace website: Alliagrace.com/embraceyourcreativity. -ENDSAllia Grace is a high-end clothing brand for anyone and everyone who shares a passion for creative garments. We value our passion for inclusive lifestyle and our ability to sell our products at a more affordable price in comparison to other creative retailers. Although, this does not compromise our attention for great, high quality materials or detail. We are here to encourage women to embrace their style at any age. To allow women to express their creativity without spending silly amounts doing so. We blur the line between age and style.
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Send to LFA agency hello@lfa.agency.com
Contacts Sleek Magazine: Angela Waters angela@sleekmag.com 1883 Magazine: Fashion Fashion@1883magzine.com The gentlewomen Magazine: Penny Martin Penny@thegentlewomen.com
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The Creatives
Our very own Podcast We know that podcasts are extremely popular amongst individuals aged 22-35. This tends to be the age bracket of our primary consumer. It is a great way to illustrate transparency whilst introducing the brand on a more personal level.
The Creatives Should age affect our style? ft Fearne Cotton The Creatives
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The podcast consists of our very own Lucy Waters, owner and designer of Allia Grace, along with a new special guest each week. Theyâ&#x20AC;&#x2122;ll be discussing a range of topics from unnecessary stereotypes to body positivity and relationships. We want this to be an hour of positivity and reflection for our listeners, an hour to switch off from the fast-paced world and relax. The podcast will be published once a week on a Wednesday morning. Listeners will be asked to share their thoughts through our Instagram polls to allow us to understand what is going well and what we could improve on to get the most out of it for both ourselves and them.
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Our twelve month journey
Stage 1
Jun
COMMS
July
Aug
Sep
Oct
Nov
The future for
Youtube
Allia Grace
Campaign PR event
As creators, it is important to always think of what the future will hold for the brand.
Podcast
We believe that once we have established the position of being a high-end creative women’s wear retailer and have gained enough awareness, we will most definitely investigate launching our very own independent store. We know that physical appearance is extremely important to really connect to a brand, therefore will definitely be a direction for us moving forward. We also have every intention to expand our clothing range so we can offer something a little different. Because you deserve to feel fabulous all of the time, not just in the day.
Stage 2 Dec
Jan
Stage 3 Feb
Mar
Apr
May
Our twelve-month journey was planned a little differently to how we expected. However, we assure that it will not impact the launch of Allia Grace from being as successful it can be. It’s about adapting to this new normal and taking every day as it comes. This critical path states how these upcoming months will go ahead, starting in June 2020 all the way to May 2021. Throughout the year, we have planned aspects which act as a one off whilst others which will continue progressing throughout the year to ensure we maintain interest and keep you on board with what’s to come.
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â&#x20AC;&#x153;Together, we will build your confidence and embrace your style.â&#x20AC;? 96