Cecilie Bahnsen
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Tabel of content Introduction
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Communication plan
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Luxury trends
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Overall Objectives
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General KPI’s
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Communication phase 24 Concept 26 The big idea
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Media plan
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Pr Plan 52 Events 78 Fashion show 82 Charity event 96 Fabulous event 106
Figure 2: Girls dressed in white talking, Adam Katz Sindin
Cecilie Bahnsen Communication plan Michelle Selch Laursen BA Fashion marketing & communication, Level 6, 2018-2019 6FAMK005C Communication Techniques and Strategy 3 CWK1, Wordcount: 3276 Jaime Romeu, Mauricio O’Brien 2
Retail 118 Pop-up store 120 Showroom opening 124 Digital plan 130 Cross experiental marketing 142 Consumer engagement
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Product placement & sponsering 158 The team 166 Budget 170 Chronogram 176 Bibliography 180 Annex 190
ng, Cecilie Bahnsen SS18
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Cecilie Bahnsen is a Danish luxury brand designed and handcrafted in Copenhagen in the heart of Denmark. The label was launched in 2015 and has recently gained international attention. Cecilie Bahnsen creates couture and ready-to-wear designs focusing on modern femininity, elegant and sophisticated silhouettes while maintaining the Scandinavian minimalism and timelessness. (Bahnsen, 2018)
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Figure 3: Girls dressed in white t
Introduction
talking, Adam Katz Sinding, Cecilie Bahnsen SS18
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Targets 1. Primary target: The Scandinavian Smummy is a “smart mommy”. The target consists of women with a classic style between 2545 that are considered “hip moms” living in the capital cities in Scandinavia.Key words are: cool and trendsetting while being onthe-go. 2. Secondary target: The Creative Z. The new Generation Z is a generation that have never lived in a non-digital world. Generation Z looks for cool experiences, edgy campaign and inspiration. The target is looking towards luxury niche brands that differentiates with products and communication curated to make them feel unique. The secondary target consists of young girls between 13-25 years old.
Figure 4: Girls at fashions how , Adam Katz Sinding, Cecilie Bahnsen SS18
Key Markets The key markets are Europe with main focus on Scandinavian countries, England, Italy, Spain and France.
Figure 5: Girl in white , Adam Katz Sinding, Cecilie Bahnsen SS18
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Beautiful problem As demographics are changing it is estimated that generation Z, young people born between 1996-2012 will be the future of luxury as by 2020 Generation Z account for 40% of all consumers. These youngsters are growing up in a technology world and were born on the internet, therefore the creative Gen Z’s demand brands to keep up with the ever-changing trends. (Woo, 2018),(Williams, 2018) Therefore, it is key for Cecilie Bahnsen to connect and target the new generation Z to ensure future success and expansion of the brand. A communication plan for Cecile Bahnsen has been created with a careful curated positioning strategy that ensures longterm success in the business by appealing to Creative Gen Z.
Figure 6: Two girls backstage , Adam Katz Sinding, Cecilie Bahnsen SS18
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Communication plan overv Events
Media PR
• Objectives • Cecilie Bahnsen Fashion
• Objectives & Key
show: ”Cloud 9 SS21”,
KPI’s • Offline Print media
CPH, Denmark, Fashion
• Objectives & Key KPI’s
week 6th August. 2020
• Online Digital Media • Brand Testimonial • Ensuring KPI’s
Retail
• Brand Ambassadors plan • Cecilie Bahnsen x Make a
• Objectives and key KPI’s • Cecilie Bahnsen Store opening (retail): ”Cloud 9
• Opinion leaders plan
wish foundation Charity
pop up store” CPH,
• Influencers plan
event: ”Making dreams
LDN, PAR 6th Sep-
• Ensuring KPI’s
come true”, LDN, Eng-
tember to the 25 th
land, 24th October 2020
of September, 2020
• Cecilie Bahnsen Fabu-
• Cecilie Bahnsen
lous event: ”The Cloud 9
showroom opening,
rooms” CPH,LDN, PAR,
CPH Fashion week:
4th September to the 25
31st of January
th of September, 2020
2020 - Communi-
• Cecilie Bahnsen Store
cation plan kick off
opening (retail): ”Cloud 9 • Ensuring KPIS pop up store” CPH, LDN, PAR th September to the 25 th of September, 202 • Ensuring ROMI 8
view Consumer engagement
Digital • Objectives and key KPI’s • E-commerce • Instagram • YouTube • Paid Advertising • Ensuring KPI’s
Cross experiental
Sponsoring & Product placement
• Objectives • Target audience: Main-
• Objectives & key
stream content king,
KPI’s
• Objectives
The micro influencer, • Sponsoring: Jordan
• Cecilie Bahnsen X
the follower.
Royal College of Fas-
• Diagram & Toolkit: The
hion, A Netflix origi-
Matter photo challenges
internet Savvy fashio- • Product placement:
nal: ”Living a Dream” • Ensuring KPI’s
nista, The Scandanavi-
Dua Lipa Carpool Ka-
an Smummy, The
raoke
Creative Z
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The communication plan follows the five pillars: Media, PR, Events, Retail and Digital even if matters as retail are mostly related to the sales department.
Luxury trends
Figure 7: Face 1, Adam Katz Sinding, Cecilie Bahnsen SS18
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Objectives
Understand the current trends in order to successfully incorporate macro trends in the annual communication plan.
Evaluate the current luxury market trends considering Cecilie Bahnsens brand territories.
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Luxury trends
The insta worthy experience
With the rise of Generation Z, the social media era commenced, and it is estimated that Gen Z uses an average of 5,6-11 hours on a smartphone a day, which means brands are required to communicate and create experiences on the favoured platforms by generation Z. (CPYU, 2017) Instagram is voted as the favourite media among this generation, which means brands are entering an era where content should be created to be shareable and “Insta worthy.� (Refuel Agency Digital Teen Explorer, 2015) A leader of creating shareable experiences is Chanel especially at the SS19 show where Lagerfeld recreated a beach that was widely exposed on social media.
Figure 8: Girl at the beach, Getty Images, Chanel SS19, 2018
Figure 9: Girls in sprinkles, Ice Cream Museum, Bay Area News Groups, 2018
Figure 10: Foam, Anya Hindmarch Spring/Sum12 mer 2019 Ready-To-Wear Collection, Darren Gerrish, 2018
Scandi style The Scandinavian lifestyle continues to be a trend that brands strive to duplicate from the minimal and clean style in the collections to the overall effortlessness even in communication actions. Arket became popular for its slow living concept by combining a shopping experience with a cafĂŠ, Alongside with Helmut Lang that recently added a Scandinavian aesthetic to the brand.
Figure 11: Helmut Lang resort, 2011
Figure 12: Arket store London, Courtesey photo, 2017
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Gamification In order to drive engagement and encourage conversations, it is key to interact with consumers and invite them to take part in your brand. Many brands have recently appealed to the consumer by making the audience interact through games and entertainment whereas Hermes used its heritage horseshoe to create an interactive game called H-pitchhhh alongside with Guerlain launching a Wechat Tetris game for the Chineese market. (CuriosityChina, 2018)
Figure 15: Guerlain lipstick, Guerlain, 2018
Figure 14: Hermes H-Pitchhh, Courtesey photo, 2018
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Dancing on pointe Since the Kenzo perfume commercial in 2016 the art of dancing has been taking off in fashion. Brands are using different forms of dance to express stories and values. This was seen in Dior’s SS19 fashion show where a live performance of dancers took place alongside with the ad ”Dior Poison club” promoting a perfume through a dance battle. (Mcarthey, 2017) A trend that Stella McCartney also was inspired by in its annual communication plan for 2017. (Wendtland, 2017)
Figure 16: Dior Fashion show SS19, Yanis Vlamos, 2018
Figure 17: Dior Poison Club stage 4, Christian Dior, 2018
Figure 15: Dior Fashion show SS19, Dior 2018
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Youtube is king
In research by Business Insider, it was concluded that YouTube is the main channel for Gen Z to consume video content. As it is a free version of Netflix everyone can access content and Gen z are looking for fun and relatable content on YouTube whereas luxury brands like Chanel takes the lead with 1,2 million subscribers as it launched the famous ”Inside Chanel” campaign that invites the consumer ”inside” the company to know the secrets about the brand, which successfully connects the brand with the new generation alongside respecting the codes of luxury. (Chanel, 2018) (Socialbaker, 2018) (Businessinsider, 2018) YouTube is a channel where the core is building strong and engaging content that entertains the audience.
Figure 18: J’adore the New Absolu - The film , Dior 2018
Figure 19: Inside Chanel, The Camelia- The film , Chanel 2016
Figure 20: The Know how 2018/19 Métiers d’art collection, Chanel, 2018
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Articifical intelligence is reality
Figure 21&22: Dior AI chatbot, Dior content shared on Retail Dive, 2017
Artificial intelligence is something that will dominate trends in 2019 and brands are required to adapt and incorporate artificial intelligence to optimize consumer experience. Dior implemented the use of Artificial intelligence by interacting with consumers on Messenger through a chatbot. Furthermore, Net-A-porter is aiming to incorporate AI to create future personalised of clothing for consumers. (Arthur, 2017)
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Pop Up - Stop up Fashion luxury brands are embracing the pop up store in order to play and redefine a retail experience that is an exclusive temporary space that creates a ”hype” around the concept. The consumers are invited to engage in an intimate space that makes the experience more personal and unique. Chloé opened its first pop-up store in Singapore in 2018 followed by popular luxury brands like Chanel and Christian Louboutin. (Gerring, 2018)
Figure 23: Chanel Pop Up store Capri Italy, Chanel 2017
Figure 23: The Christian Louboutin pop-up store in Mykonos, Greece, Louboutin, 2017
Figure 24: Chloé pop up store, Courtesy Chloé, 2018
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Showroom experience As explained before the new generation Z is demanding digital experiences, however the Gen Z expects brands to combine digital and physical spaces. An example of Integrating an experience with exclusivity is the showroom that works as a new “retail channel” and consumers are invited into a more “dreamy” brand universe by entering a showroom rather than a normal store. Some even consider showroom the new retail experience replacing brick and mortar stores. (PcPherson, 2018)
Figure 25: Glossier Showroom opening, Ellis Tuesday, 2017. Figure 26,27: Normann CPH showroom, Courtesy Normann Cph, 2016
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Objectives
Figure 28: Girls in white dress, Adam Katz Sinding, Cecilie Bahnsen SS18
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General KPI's
Figure 29: Girls walking the runway, Adam Katz Sinding, Cecilie Bahnsen SS18
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Figure 1: 23
Communication phase
Figure 30: Two girls backstage , Adam Katz Sinding, Cecilie Bahnsen SS18
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Positioning 2020
Launching 2015-2018
Consolidation 2022
The following communication strategy special designed and curated for Cecile Bahnsen is based on a positioning strategy designed two years in advance as the brand is recently launched in the key markets it is desired to position the brand.
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The concept Keep dreaming The concept is based on encouraging creative Gen Z to start dreaming, not only dreaming about accomplishments, but actually inspire Gen Z to follow and capture dreams and make the dreams tangible. The key message is that the sky is the limit and the youngsters should be encouraged to dream big, follow their dreams and be creative to push and challenge boundaries. It is furthermore, about supporting every personal path to achieve the dream that can vary from an emotional dream of love to more practical dreams level of career aspect as the brand sets no limits.
Cecilie Bahnsen is a dreamy and aspirational brand and desires to be a part of the dreamy universe by assiting and encouraging Gen Z to follow their dreams. Cecilie Bahnsen is the amor that provides the confidence to follow in the fight for dreams while feeling feminine and fashionable with its soft, feminine and elegant designs. It is desired to translate the elegance of the product and attach the intangible dream universe to each Cecilie Bahnsen item where the audience as the consumer will buy a piece of the dream.
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Figure 31: Two girls backstage , Adam Katz Sinding, Cecilie Bahnsen SS18
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Figure 32-41: All images from Adam Katz Sinding, Cecilie Bahnsen SS18 & Pairs Project, 2018
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Cloud 9 Cloud 9 refers to a state of perfect happiness and has connotations to love as one states ”I am soaring on Cloud nine”a blissful state of mind. Cecilie Bahnsen directly links the collection and product of the soft and elegant look to the associations with a cloud, while communicating that when wearing Cecilie Bahnsen you take part of the dream and are more likely to constantly be ”On Cloud 9” and live the ultimate pure form of happiness.
Figure 42: four girls backstage, Pairs Project, 2018,
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Big idea
, Cecilie Bahnsen SS18
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Objectives
Generate opinion
Create brand awareness and TOM among Gen Z
Generate traffic to own media platforms and online store
Ensure KPI’s are met
Generate press coverage
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Media Plan
Figure 43: four girls backstage , Adam Katz Sinding, Cecilie Bahnsen SS18
In order to connect and transmit the right type of communication to the selected target market, the first pillar of a communication strategy is a media plan, carefully curated to target the creative Z in Europe. 33
Media Plan General KPIs Engagement rate between 3-6% on digital media
Increase unique visitors on E-commerce platform
Drive sales on E-Commerce
Media impressions & Social Media conversations Figure 44: Four girls in dresses, Adam Katz Sinding, Cecilie Bahnsen SS18
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Target Media The target media is selected to communicate to the desired target, the creative Gen Z. Furthermore, platforms both in print and digital are the leaders of the fashion field as the media helps Cecilie Bahnsen to be perceived as a part of the dream. The selected platforms are in the key regional markets of Europe with main countries as Spain, Italy, France, England and lastly the Scandinavian countries grouped together. It should be taken into consideration that as the target mainly is digital oriented and therefore successful media platforms engaging with their audience on for example YouTube, Snapchat alongside with the new channel: Podcasts are taken into account as it is stated that Millennials are leading Generation Z into listening to podcasts. (Arnold, 2017)
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Media Activities Publicity Advertising Main Stories
PU
AD
MS
Special Stories SS
Editorial ED These are the following activities that will be considered and carefully explained under each platform. 36
General message Invite the Creative Gen Z to take part of the Cecilie Bahnsen dream universe. Cecilie Bahnsen is a sophisticated and feminine brand that evokes the feeling of dreaming. Figure 45: Face 2, Adam Katz Sinding, Cecilie Bahnsen SS18
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Print media
UK & France
Vogue UK PU: Send out press release about the new collection and the different events. MS: Millie Bobby Brown (brand testimonial) cover story SS: In depth exclusive interview with Millie Bobby Brown. ED: Editorial shoot at the Cloud 9 event in Cecilie Bahnsen outfits in the nine different rooms. 1 Key concepts: Elegant, feminie and youthful Ad: The ”Cloud 9” campaign.
Vouge Paris PU: Send out press release about the new collection and the different events. MS: Cover spread dressed in Cecilie Bahnsen in June. SS: Interview with designer Cecilie Bahnsen ED: Shooting in the pop-up store in Paris. Key concepts: Elegant, feminine and youthful AD: The ”Cloud 9” campaign.
Figure 46: Cara Delevingne Vogue UK, Vogue UK, 2018 Figure 47: Edie Campbell Vogue Paris, Vogue Paris, 2017 1 Please find the attached event section where this will be explained in details as the Fabuulous event
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Spain & Italy Vogue Spain PU: Send out press release about the new collection and the different events. MS: July cover story starring top model Kaia Gerber dressed in Cecilie Bahnsen. SS: Kaia Gerbers routine ED: Youthful and elegant editorial dressed in pieces from the collection. AD: The ”Cloud 9” campaign.
Vogue Italia PU: Send out press release about the new collection and the different events. MS: Front cover with dancers from Cecilie Bahnsen Fashion show dressed in the collection. SS: In depth inverview with the dancers ED: Editorial shot with dancers from Cecilie Bahnsen AD: The ”Cloud 9” campaign.
Figure 46: Vogue Spain cover, Vogue Spain, 2017 Figure 47: Kaia Gerber for, Vogue Italia, Vogue italia, 2018
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Scandanavia Dansk Magazine PU: Send out press release about the new collection and the different events. MS: Dressing cover star Nina Marker in Cecilie Bahnsen SS: Interview with designer Cecilie Bahnsen ED: An Alternative editorial in skate park wearing Cecilie Bahnsen. More playful, street style yet keeping it feminine and elegant AD: The ”Cloud 9” campaign.
ELLE Danmark PU: Send out press release about the new collection and the different events. MS: Cover shot of Josefine HJ (Brand ambassador), alongside with exclusive interview in the magazine SS: Interview with Josefine HJ focusing on her dreams. ED: Editorial at the classic art museum Glyptoteket dressed in Cecilie Bahnsen - focused on elegance. AD: The ”Cloud 9” campaign.
Figure 48: Dansk cover, Dansk AW 2018 Figure 49: Josephine Skriver for ELLE DK,Fashion Gone Rogue 2015
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ELLE Norway PU: Send out press release about the new collection and the different events. MS: December cover star Frida Aasen dressed in unconventional Cecilie Bahnsen (Winter edition) SS: Special sneak peek on designer Cecilie Bahnsen personal wardrobe. ED: Winter wonderland focus, layering different style of Bahnsen - holiday special. AD: The ”Cloud 9” campaign.
ELLE Sweden PU: Send out press release about the new collection and the different events. MS: Front cover with Zara Larsson (influencers plan) dressed in Cecilie Bahnsen SS: In depth interview with Zara Larsson focusing on her dreams and career goals. ED: City biking in Stockholms streets in Cecilie Bahnsen. Focusing on Scandanavian heritage and combining convinience with the elegance. AD: The ”Cloud 9” campaign.
Figure 50: Rihanna on Elle Norway cover, Sølve Sundsbø , 2017 Figure 51: Barabara Palvin Elle Sweden cover, Andreas Sjodin, 2015 41
Digital media
United Kingdom
Vogue UK Online magazine PU: Send out press release about upcoming events and pop-up stores SS: Interview with Designer Cecilie Bahnsen & Millie Bobby Brown (Same month as cover page) ED: Online editorial with Dua Lipa dressed in Cecilie Bahnsen AD: The ”Cloud 9” campaign - ads on the front page
V Magazine Online Magazine PU: Send out press release about upcoming events and pop-up stores SS: Entertaining “Get ready with me” video with British influencer Zoe Sugg. AD: The ”Cloud 9” campaign ads on the front page
Figure 51: Vogue online, Vogue.com, 2018 Figre 52: V Online, Vmagazine.com, 2018
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Social Media Platforms United Kingdom Vogue Instagram (global) Advertising: ”The fluffy Dream dress” Cecilie Bahnsen x Vogue, promote that it can bee seen on the Vogue YouTube Channel. MS: A night out with Josephine Skriver / Get ready with Josephine Skriver (influencer plan)
Vogue Snapchat (global) MS: Millie Bobby Brown takes you behind the scenes to a Galla premiere. Wearing Cecilie Bahnsen.
Vogue UK YouTube Channel AD/ collaboration: ”The fluffy dream dress” video with the concept of an editorial - British Vogue x Cecilie Bahnsen MS: A night out with Josephine Skriver (influencers plan) Dua Lipa exclusive (Influencers plan)
Teen Vogue YouTube Channel MS: ”Millie Bobby Brown tries iconic film scenes”
Figure 53: Snapchat, Vogue Screenshot, 2018 Figure 54: Vogue Instagram, @Vogue, 2018 Figure 55: British Vogue, Vogue Uk YouTube , 2018 Figure 56: Teen Vogue, YouTube Teen Vogue, 2018
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Millie will be wearing Cecilie Bahnsen while performing the fun and entertaining act on Teen Vogue that usually is a hit (2-5 Mio viewers) (Vogue, 2018) It should be noted that this particular platform is only chosen in the format of YT as it is considered the target on the online platform of Teen Vogue is global (hereby the majority of European subscribers)
Spain & Italy Vogue ES Online magazine PU: Send out press release about upcoming events and pop-up stores SS: ”Get to know the next Scandinavian influencers” - interview with influencers from plan ED: Scandinavian influencer editorial is taken from the streets of Copenhagen (Focusing on the heritage of Cecilie Bahnsen) AD: The ”Cloud 9” campaign
Vogue Italy Online magazine PU: Send out press release about upcoming events and pop-up stores MS: Chiara Ferragni special online cover SS: Behind-the-scenes of the making of the cover page. AD: The ”Cloud 9” campaign - ads on the front page
Figure 57: Vogue Spain, Vogue.es, 2018 Figure 58: Vogue Italia, Vogue.it, 2018
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The Blonde Salad Online Blog AD: Article ”Different ways to style a go-to dress, Cecilie Bahnsen” SS: Publishing the sneak peek of Vogue Italy cover.
Figure 59: Blog, The blonde salad, 2018
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Digital media
Scandanavia
Fashion Forum DK Online Magazine PU: Send out press release about upcoming events and pop-up stores MS: The rise of Cecilie Bahnsen - Heritage and story behind the brand. AD/SS: Article ”Brands to keep an eye on during fashion week”
ELLE DK Online magazine PU: Send out press release about upcoming events and pop-up stores MS: Josefine HJ (brand ambassador) sharing her style tips - linking it to the print magazine issue starring Josefine HJ. SS: Behind the scenes look at the shoot with Josefine HJ ED: Repost the editorial from printed version online AD: The ”Cloud 9” campaign - ads on the front page Figure 60: Fashion Forum, Fashionforum.dk, 2018 Figure 61: Elle Danmark, Elle.dk, 2018
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ELLE Sweden Online magazine PU: Send out press release about upcoming events and pop-up stores MS: Zara Larsson Go-to looks - Linking it with the cover story in printed issue SS: Behind-the-scenes look at the shoot with Zara Larsson ED: Repost the editorial from printed version online AD: The ”Cloud 9” campaign - ads on the front page
ELLE Norway Online magazine PU: Send out press release about upcoming events and pop-up stores - linking with the cover story in print issue SS: Get-to-know upcoming model Frida Aasen - linking with the cover story in print issue ED: Repost the editorial from printed version online AD: The ”Cloud 9” campaign - ads on the front page
Figure 62: Elle Sweden, Elle.se , 2018 Figure 63: Elle Norway, Elle.no, 2018
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Other Podcasts
Girlboss podcast AD: Brands that is Sophia Amorusos GIRLBOSS favorites for a night out feeling feminine
Office Hours College Fashionistas AD: New upcoming brands in Fashion
Pretty Basic AD: Review of Cecilie Bahnsen dresses - New favorite designer Figure 64: Girl boss podcast, Girlboss, 2018 Figure 65: Office hours podcast, Office Hours College Fashioniastas, 2018 Figure 66: Pretty basic, Pretty Basic podcast, 48 2018
Figure 67: Face 3, Adam Katz Sinding, Cecilie Bahnsen SS18
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Ensuring KPIs through media plan • All digital platforms have direct links to the e-commerce platform: CecilieBahnsen.com to increase unique visitors • All media will tag @Ceciliebahnsen on Instagram to ensure to increase the followerbase • All digital media will use engaging communications or drive to action e.g. asking questions “What is your dream” “Tag a friend who should see Millie Booby Brown acting her iconic scenes in classic movies”
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Figure 68: Hairstyle, Adam Katz Sinding, Cecilie Bahnsen SS18
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Pr Plan Objectives
Create opinion
Select the ideal people to represent the values of Cecilie Bahnsen
Ensure that KPI’s are met
Encourage conversations among The Creative Z Figure 69: Girl looking backstage, Adam Katz Sinding, Cecilie Bahnsen SS18
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The following PR plan contains four different parts: 1. Brand testimonial, which is the global face that will be used continuously and should be considered a part of the Cecilie Bahnsen’s DNA. 2. Ambassador plan that includes regional faces from each country that represents the brand in the regional area. 3. Opinion leaders, the acknowledged professionals in the field that are desired to influence in order to create opinion. The selection contains regional editors-in-chief for each key market. Lastly, the influencer plan contains macro (universal) faces and Micro (regional) faces carefully selected as a platform to get in touch with the Creative Z in the key markets.
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General KPIS Engagement rate between 3-6% on digital media
Social media shares & saves
Increase monthly website traffic with 25%
Increase New leads with 15% and conversion rate between 3-5%
Social media mentions
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Key Message • Cecilie Bahnsen’s DNA is reflected in each character - The face represents the dream of Cecilie Bahnsen and that Cecilie Bahnsen give Gen Z access to the dream. • Invite the Creative Gen Z to take part of the Cecilie Bahnsen dream. • Cecilie Bahnsen is a sophisticated and feminine brand that evokes the feeling of dreaming
Figure 70: Girls hair, Adam Katz Sinding, Cecilie Bahnsen SS18
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Brand testimonial
Millie Bobby Brown Brand Whatexposure we expect Commitment Brand exposure on all social media platforms. (stories, posts, across different platforms) Use the Cecilie Bahnsen general guidelines for tagging and captions. Commitment & respect for brand values. Personal presence at all Cecilie Bahnsen events. Exclusive contract Promote the collection by wearing Cecilie Bahnsen throughout the collaboration. Incorporation of Cecilie Bahnsen styles in regular wardrobe.
Why?
What we offer What we offer
The universal brand testimonial selected is the acknowledged rising actress Millie Bobbie Brown that works as the aspirational character for Cecilie Bahnsen. The young actor is an elegant, trendy and sophisticated young lady and is, therefore, a perfect fit for Cecilie Bahnsen. More importantly, her follower base connects perfectly with the Creative Gen Z in the European key markets.
VIP treatment during all events Preview on Cecilie Bahnsen collection Clothing Allowance Travels around Europe Long-Term exclusive contract Personally selected stylist & makeup artist
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Figure 71:Millie Bobby Brown, IMDb, u.d.
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Brand ambassador plan What we expect
Why?
Brand exposure on all social media platforms. (stories, posts and promoting on all platforms) Use the Cecilie Bahnsen general guidelines for tagging and captions. Commitment & respect for brand values Personal presence at all Cecilie Bahnsen events. Exclusive collaboration (contract)
The selected brand ambassadors are based in the key regional markets and are selected with the criteria of aligning with the feminine and minimalistic roots of the brand alongside with a sophisticated clothing style and most importantly whose main target and followers are the Creative Generation Z in the key markets. The influencers are adding dimensions to the dream aspect of Cecilie Bahnsen the girls are aspirational characters that are travelling and living a luxurious life, which enables Cecilie Bahnsen to a take part of their �dream life�.
Promote the collection by wearing Cecilie Bahnsen throughout the collaboration. Incorporation of Cecilie Bahnsen styles in regular wardrobe.
What we offer
VIP treatment during all events Preview on Cecilie Bahnsen collection Clothing Allowance Travels expenses covered
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Scandanavia
Figure 72: Josefine H.J, Josefine H.J Instagram, 2018
Josefine h.j. Influencer Followers: 669 k followers Country: CPH, Denmark Engagement rate: Field: Fashion & Travel 59 Channels: Blog, Instagram
England
Figure 73: Zoe Sugg, @Zuesugg Instagram, 2018
Zoe Sugg Influencer on YouTube and Instagram Followers: 4,8 mio subscribers, 10,3 mio followers Country: UK Field: Travel & personal Channels: Instagram & YouTube 60
Italy
Figure 74: Gilda Ambrosio, @gildaambrosio, 2018
Gilda Ambrosio Influencer &Co-owner of fashion label Followers: 669.000 followers Country: Milan, Italy Field: Fashion Channels: Personal Instagram 61
Spain
Figure 75: Belen Hostalet, @belenhostalet,2018
Belen Hostalet
influencer, photographer, creative director Followers: 777k followers Country: CPH, Denmark Field: Fashion & Travel Channels: Personal instagram, photographic account 62
France
Figure 76: Syana Laniyan, @Syanafromparis, 2018
Syana Laniyan Influencer Followers: 37k mio followers Country: Paris, France Field: Fashion Channels: Instagram 63
Opinion leaders What we offer
Why?
The recent news about Cecilie Bahnsen (Press releases) VIP -guest +1 to all events Preview of Cecilie Bahnsen Collections
In order to generate opinion, the lead professionals of each key market have been selected to communicate a trustworthy message about their experience with Cecilie Bahnsen, especially attending the events and retail experiences.
What we desire
Media coverage on own platforms and in magazines Positive reviews of the event - creating WOM
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Figure 77: Girls hair, Adam Katz Sinding, Cecilie Bahnsen SS18
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Opinion leaders Scandanavia
Cecilie Ingdal Figure 78: Cecile Ingdal, Elle DK, 2016
Position: Editor-in-chief ELLE Danmark Followers: 18,5 k Key market: Denmark Field: Fashion & lifestyle Channels: Personal Instagram & Elle Danmark
Uffe Buchard Figure 79: Uffe Buchard, Maria Lp, 2017
Position: Owner of Darling creative studio Followers: 63,2 K Key market: Denmark Field: Fashion, lifestyle and interior Channels: Personal Instagram, contributor to ELLE and Dansk Magazine
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Lisa Lindkvister Lisa Lindqwister
Kim Grenaa
Figure 80: Lisa Lindqwister, Models, 2018
Figure 81: Kim Grenaa,Nicky de Silva, 2016
Position: Fashion Stylist Followers: 10 K Key market: Sweden Field: Fashion Channels: Personal profile and various magazines
Position: Editor-in-Chief of Dansk Magazine and owner of Grenaa Creatives Followers: 40,7 K Key market: Denmark Fied: Fashion, beauty and lifestyle Channels: DANSK magazine, Personal Instagram
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Opinion leaders England &France
Emmanuella Alt Figure 82: Emmanuella Alt,Patrick Demarchelier, 2011
Carine Roitfeld
Position: Editor-in-chief Vogue Paris Followers: 495 k Key market: France Speciality: Fashion & lifestyle Channels: Personal Instagram & Vogue Paris
Figure 83: Carine Roitfeld, REX photos, 201
Profile: Editor-in-Chief CR fashion book Followers: 1,4 mio Key market: France and US Speciality: Fashion & Lifestyle Channels: Personal instagram, CR Fashion book
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Edward Enninful Figure 84: Edward Enninful, Mert Alas and Marcus Piggott, 2017
Position: Editor-in-chief Vogue UK Followers: 876 k Key market: UK Speciality: Fashion & lifestyle Channels: Personal Instagram & Vogue UK
Anders Christian Madsen Figure 85: Anders Christian Madsen, ShowStudio, 2018
Position: Journalist and fashion critic for Vogue UK Followers: 19,7 k Key market: UK Speciality: Fashion Channels: Personal Instagram & Vogue UK
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Opinion leaders Spain & Italy
Chiara Ferragni Figure 86: Chiara Ferragni, @Chiaraferragni, 2018
Emanuele Farneti
Position: founder of the blog The Blonde Salad widely followed by Gen Z Key market: 15,5 mio Country: Italy Field: Fashion & travelling Channels: Instagram, snapchat and blog
Figure 87: Emanuele Farneti, Woolmark, 2017
Position: Editor-in-Chief Vogue it Followers: 36.4 k Key Market: Italy Field: Fashion & Lifestyle Channels: Vogue It and personal instagram
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Eugenia de la Torriente Figure 88: Eugenia de la Torriente, Itfashion, 2015
Position: Editor-in-chief Vogue ES Followers: 23,7 K Key Market: Spain Field: Fashion & lifestyle Channels: Personal instagram and Vogue ES
Juan Cebrian Figure 89: Juan Cebrian, @JuanCebrian instagram, 2018
Position: Fashion stylist & director Vogue Es Followers: 13,1 K Key Market: Spain Field: Fashion Channels: Personal instagram and Vogue Es
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Influencers plan Why? influencers are divided into two categories, the macro influencers are the global faces of the brand whereas Micro influencers are regional. Furthermore, the influencers align with the mentioned brand codes alongside having a high engagement rate on platforms with Gen Z.
What we offer
Elite treatment during all events Preview on Cecilie Bahnsen collection Sponsored products for posts
Figure 90: Girls hair braids, Adam Katz Sinding, Cecilie Bahnsen SS1
Travels expenses covered
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What we want
Advertising on Social Media mainly Instagram, Snapchat and YouTube. The use of the hashtags as #cloud9 and coherent tagging of Cecilie Bahnsen alongside with link to e-commerce or store directions. (Use the Cecilie Bahnsen general guidelines for tagging and captions) Commitment and respect for brand values. Exclusive interviews and collaborations Personal presence at all events and experiences Clothing allowance
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Incorporation of Cecilie Bahnsen styles in regular wardrobe
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Influencers plan
macro (universal)¨
Kenzas
Zara Larsson
Swedish Influencer
Swedish Singer Figure 91: Zara Larsson,@Zaralarsson, 2018
Dua Lipa
British Singer Figure 93: Dua Lipa, @Dualipa, 2018
Figure 92: Kenzas, @Kenzas, 2018
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Josephine Skriver Danish top model
Figure 94: Josephine Skriver @Josephineskriver, 2018
micro (regional)
Denni Elias
French influencer Figure 95: Denni Elias @Dennielias, 2018
Emili Sindlev
Danish stylist and influencer
Figure 97: Emili Sindlev, @Emilisindlev, 2018
Frida Aasen
Norwegian model Figure 96: Frida Aasen, @FridaAasen
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Philine Roepstorff
Danish Influencer Figure 98: Philine Roepstorff, @Philineroepstorff, 2018
Ensuring KPIs through Pr Plan
• By following the brand guidelines on digital media the brand testimonial, ambassadors and influencers should ensure an increase of leads by 15% and conversion rate between 3-5% • Engagement rate between 3-6% on digital media on the posts of the ambassadors alongside with on Cecilie Bahnsen Social Media. • Social media ROI (return of involvement)
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Figure 99: Face 3, Adam Katz Sinding, Cecilie Bahnsen SS18
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Objectives Establish emotional Connection with Gen Z
Sell collection Ensure ROMI of 4,5
Create opinion
Build WOW effect over WOM
Establish Long term relationship with Gen Z
Figure 100: Three girls in colour backstage, Adam Katz Sinding, Cecilie Bahnsen SS1
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Events
1. Fashion show 2. Charity event 3. Fabulous event 4. Store opening (pop up store) is included under retail As mentioned above the event is divided into four parts: Fabulous event, charity event, fashion show and store opening, lastly which is included in the retail plan. It should be noted that all events follow the traditional three-step method: Teaser, resolution and follow up to meet the objective of a ROMI of 4,5. However, these steps are not explained in depth in this particular project.
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“"Believe in your dreams, they w "What is your dream?" "Dont
�"You only fail when y The Future belongs to those bel Figure 101: Face 4 & 5 Adam Katz Sinding, Cecilie Bahnsen SS18
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were given to you for a reason"� t call it a dream, call it a plan"
you stop trying" lieving in the beauty of dreams 81
1. Fashion show Cloud 9
Figure 102: Cecilie Bahnsen SS19, Copenhagen Fashion week, 2018
The concept is based on giving people the idea of being able to live a dream. It encourages the audience to follow dreams and make dreams become reality. The fashion show will feature the artist Bernaut Smidle famous for recreating real-life clouds alongside with ballet dancers that will make the audience feel like being in a universe of dreams. The intro will show a diverse a diverse cast of faces appearing as 3D hologram stating personal and emo-
tional dreams like “I dream that one day there will be peace in the world”, “I Dream that I find my soulmate” “I dream to become a ballet dancer” and so on in order to establish an emotional bond with the audience and the faces. When the show stops a face of Cecilie Bahnsen will appear from when she was a kid dreaming about being a fashion designer, and then the statement “I am living the dream.” Which is in order to prove that you can reach
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your goal if you fight for it, establishing emotional identification with the designer. The show enables the creative Gen Z to live the experience from home by ordering the free Virtual Reality glasses online and pick them up on a station near them. This enables Gen Z to go backstage before showtime while watching it in real time and being a part of the exclusive front-row from home. Furthermore, the collection will function as a “drop collection� and be available online in 24 hours straight after the show in order to stimulate sales, whereas following it will be available in on retail channels.
Copenhagen Fashion week SS21 opening fashion show the 6th of August 2020.
Where
Fabrikken CPH, FABRIKKEN, Sunholmsvej 46, KBH S. Open space that has been used for previous Cecilie Bahnsen shows.
can take is to live your dreams" 83
Figure 103: Cloudes, Barnaudt Smiles, 2017 Figure 104: Ballet performance, Blaine Truitt Covert, u.d.
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Figure 105: Ballet performance, Blaine Figure 106: Cloudes, Barnaudt Smiles, 2
Truitt Covert, u.d. 2017
Figure 107: Floating fabric, Dimitris Papionnou, 2014 Figure 108: Dancers and net, JosĂŠ Jorge Correon, 2017 Figure 109: Dior SS 19, Dior YT 2018
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Invitations The invitation will be inspired by taking a ”piece of heaven” and put a piece of the sky inside a glass box in order to communicate the intagible dreams and the concept of ”Cloud 9”
Cecilie Bahnsen Womens, SS21 6th August, 2020 Fabrikken, CPH Sunholmsvej 46,
Chronogram Midday: Kissing room for VIP and press, 14-15 Afternoon: Fashion show and Livestreaming 15-16 Night: Dinner for VIP and VIC 18-22,
Figure 110: Cloud in a box, Laurent Milet, 2012
Sponsors Technical sponsors: MdH holograms Emilie Lilja DJ Body + Eden healthy juices Amazon VR glasses
Figure 113: faces line up, Adam Katz Sinding, Cecilie Bahnsen SS19
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Cast, & styling The casting will be by the Danish agency Darling Creatives that will be in charge of casting the models for the fashion show. The cast will respect the brand DNA of natural, minimalistic and Scandinavian girls that will fit with the Danish roots of the brand.
Communication strategy • • • • • • •
Figure 111: Makeup chart, Adam Katz Sinding, Cecilie Bahnsen SS18
Publish press release and send to target media Share sneak peeks of venue, invitations, looks and more. Communicate VR concept and collecting stations Exclusive interviews of designers to selected media Livestream fashion show - VR watch it from home Behind the scenes, photos will be shared Instagram stories & YouTube content will be filmed for own channels
Figure 114: Face 6,7,8 Adam Katz Sinding, Cecilie Bahnsen SS19
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The SS21 Cloud 9 Collection The key of the collection is the puffy and feminine silhouettes styled effortlessly for everyday outfits as well as going-out outfits. Colours are kept in soft and neutral colours like rosa, sky blue, white and creme colours and some dresses has abstract patterns of clouds in the print of the fabric.The following images highlights the key pieces.
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All images on this page are by Copenhagen Fashion Week,2018, Cecilie Bahnsen SS19
The Home experience As explained previously Gen Z will be able to watch the show from �the front row� virtually from home. The glasses are a collaboration with Amazon and will be availble online for free and can be ordered home for additional charge or picked up at nearby stations.
Figure 114: Cardboard VR Glasses, Topmaxions, 2018
Figure 115:Topshop VR experience, Topshop, 2014
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Figure 115: Girl VR, Lilya Huang, 2017
Figure 116: Jordan Wu’s FW16, 360 fashion show, Wall Street Journal
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Key Guests The guest list includes the previously mentioned brand testimonial, ambassadors, influencers and regional opinion leaders alongside with fashion buyers, VIP and VIC’s.
Emanuele Farneti Editor-in-Chief Vogue it Figure 120: Emanuele Farneti, Woolmark, 2017
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Suzy Menkes
Fashion critic freelance and Vogue UK Figure 121: Suzy Menkes, Woolpark Prize, 2017
Edward Enninful
Anders Christian
Editor-in-chief British Vogue
Fashion critic for British Vogue & freelance
Figure 119: Anders Christian Madsen, ShowStudio, 2018
Emmanuella Alt Editor-in-chief Vogue Paris
Figure 122: Emmanuella Alt,Patrick Demarchelier, 2011
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Figure 118: Edward Enninful, Mert Alas and Marcus Piggott, 2017
Cecilie Ingdahl
Editor-in-chief Elle Denmark
Figure 123: Cecilie Ingdahl, Elle Dk, 2016
"Strong people dont put others "No one has ever becom
"If you want happiness for a "Those who are happiest are th Figure 124: Face 9&10 Adam Katz Sinding, Cecilie Bahnsen SS18
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s down. They lift them up" me poor by giving"
a lifetime - help someone else." hose who do the most for others" 95
2. Charity event Making dreams come t The charity event concept focuses on “making dreams come true” with Make a Wish foundation. The event will be a show with entertainment, performances and lastly an auction of donated clothing by Cecilie Bahnsen. Furthermore, the show itself will focus on making some wishes come true in collaboration with the foundation wheres the emotional accomplished wishes that
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Cecilie Bahnsen has assisted come true will be displayed on a video screen. The venue will be decorated in collaboration with Charles Pétillon who will transform the Royal Festive hall into a heaven of balloons. Every person will be able to write a dream onto a paper and put it inside the balloon and make an interactive part of the decoration.
Where Why The Royal Festive Hall, London
24th of October 2020 Luxury contributes to society through charity events. Make-A-Wish Foundation is a perfect fit as kids aspire and dream to be/do something whereas Cecilie Bahnsen helps by realising these dreams.
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true Actions • Collaborate with Charles Pétillon creating the ballons and decorations • Every balloon symbolizes a wish that can come true • Items donated by Cecilie Bahnsen and celebrities (the Ariana Grande dress) will be donated • Performance by Sia and dancer Maddie Ziegler alongside with Zayn Malik, Ariana Grande and the same dance company from the fashion show will perform. • Speech by Cecilie Bahnsen and Make-A-wish founder • Auction of the pieces and biddings from home (online) • Cecilie Bahnsen will be dressing celebrities on stage (Product placement)
Figure 125: Ariana Grande, Figure 126: Balloon invitation, Hippenings, u.d.
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Figure 127:Royal Festive Hall, Head boxes, u.d. Figure 128: Balloon invitation, Hippenings, u.d
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Figure 129&31: Balloons in Convent Garden99 by Charles PĂŠtillon, 2015 Figure 130: Dancers, Thierry du Bois, 2018
Chronogram Afternoon: Red carpet for VIPs from 16-18 followed by ”kissing room” and snacks Noon: Charity event from 18-20
Media strategy • Send out press release • Create film material for the evening (The wishes Cecilie Bahnsen have made come true) • Filming material for YouTube, exclusive interviews with performing artists, performances, backstage and more. • Update stories during the night
Sponsors Catering by Rocket Food London Mediatec technology W&W wine Performances by Zayn Malik, Sia and Ariana Grande
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Figure 132: Face 11, Adam Katz Sinding, Cecilie Bahnsen SS18
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Guestlist
Tamara Kalinic
Caroline Issa
Figure 133: Caroline Issa, Nss Magazine, u.d.
Noah Centineo Figure 135: Noah Centineo, Bustle, 2018
Figure 134: Tamara Kalinic, @TamaraKalinic, Instagram, 2018
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Alasdair Mclellan
Figure 136: Alasdair Mclellan, Courtesy, 2017
This list includes key guests that are included in the PR plan alongside with additionally musicians that are performing and with VIP guests and interested bidders for the auction.
Ariana Grande Figure 137: Ariana Grande, Getty Images, 2016
Millie Bobby Brown Figure 138: Millie Bobby Brown, @Milliebbrown Twitter, 2018.
Zayn Malik Figure 139: Zayn Malik, Getty images, u.d.
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Dua Lipa
Figure 140: Dua Lipa, Vogue UK, 2018
"Happiness often sneaks in through
"The best way to pay for a l "My mind is living on cloud 9 Figure 141: Face 11&12 Adam Katz Sinding, Cecilie Bahnsen SS18
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a door you didnt know you left open"
lovely moment is to enjoy it" 9" "Keep your dreams alive" 105
3. Fabulous event The Cloud 9 rooms
Love Laugh
Stages of happiness The concept of the fabulous event is an art installation with the name Cloud 9. It represents nine different stages that all contribute to a feeling of happiness (referring to being on Cloud 9) The interactive art installation will combine experiences with emotions and technology to create an unforgettable experience for Gen Z. Before entering the first room, the level of happiness will be measured alongside within the last room, which proves that Cecilie Bahnsen made you feel happy throughout the experience. In order to drive sales the last room will lead to the pop-up store when the people are in the blissful state after the experience, the people are more willing to spend.
"Hygge"
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Intima
Memories
Curiousity Dreams
Caring
acy
Faith
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3. Fabulous event Overview When 4th September to the 25 th of September, right after the fashion show.
Why Where Three main cities have been selected: Copenhagen: Nikolaj, Copenhagen Contemporary Art Center London: Almine Rech Gallery Paris: Thaddaeus Ropac gallery
Invitations Digital interactive cloud will be shared on Social Media platforms and send to VIP’s
Media strategy Press release published (event+pop up store) The Instagram will reveal small things from each room Publish pictures from the opening event Video material for YouTube
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Connecting with the Gen Z by giving an unforgettable experience that evokes emotions like fun, love and memories whereas the audience will think back on these memories with their loved ones and connect it with Cecilie Bahnsen which will drive sales and establish a long-term bond.
Sponsors Technical sponsors: Real eyes, Emotional intelligence creating happiness barometer The VR Company Facebook Instagram Polaroid MediaTec technology Emilie Lilja, DJ
Actions The 9 different rooms overview 1. Love – Feel the heartbeat of your significant other 2. Caring – Writing the best features of another person on a wall. 3. ”Laugh” - bean bag room (with VR glasses of soaring the sky with effects of the bean bag moving) 4. Memories – Log in with your Instagram/facebook and a personalised video will display with your top memories. (ensuring data from the visitors) alongside with a photo booth that captures a new memory (with Cecilie Bahnsen written on) 5. The Faith room will be an infinity room inspired by Kusama 6. ”The intimacy room” will contain swings for two and will be lit up only by real candles. 7. The ”Curiosity” room will contain 9 different doors to 9 different cities around the world whereas the people can open and see what happens in the city as the video attached. In Italy you will be sailing in a gondola, in Copenhagen, you will be biking through the city and in London, you will be a trip in the London Eye an example is attached in the mood board. 8. ”The hygge room” will contain real size boardgames and a real bonfire where people can gather around the fire and have a cosy time while the senses are provoked by the smell of new baked buns and chocolate. 9. The ”Dream” room - walking among the clouds and ending up with the happiness barometer that leads to the pop-up store.
142: Nikolaj Kunsthal, CPH Courtesey, 2013 109
Figure 143: Almine Rech Gallery Anselm Reyle, 2017
Moodboard
Figure 144: SNCF ”Europe. It’s Just Next door”, 2013 Figure 145: Yayoi Kusama room, Cleveland Museum of art
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Figure 146: Slide, Benoit, 2011. Figure 147: Clouds, Benedetta Mori Ulbandini, 2013. Figure 148: Bean bags, Ernesto Nesto, 2010 Figure 149: Balloons as a tunnel, Charles Petillon, 2016. Figure 150: Light sculpture, Alexander Milov, u.d.Figure 151: The Swing, Ann Hamilton, u.d. Figure 152: Flying screens. Creators Project, 2012 Figure 153: Foam Clouds, Kohei Nawa, 2013. 111
Guestlist
Millie Bobby Brown
London
Brand testimonial Figure 154: Millie Bobby Brown, @Milliebbrown Twitter, 2018.
Tamara Kalinic British influencer
Camille Charriere British and french influencer & blogger
Figure 156: Camille Charriere, @Camilla Carriere, Instagram, 2018
Zoe Sugg
Brand ambassador for UK Figure 155: Tamara Kalinic, @TamaraKalinic, Instagram, 2018112 Figure 156: Camille Charriere, @Camilla Carriere, Instagram, 2018
Copenhagen
Emili Sindlev
Danish stylist & influencer Figure 156: Emili Sindlev, @EmilieSindlev, Instagram, 2018
Elvira Pitzner
Danish influencer Figure 158: Elvira Pitzner @Elvira Pitzner, Instagram, 2018
Josefine H.J
Brand Ambassador for Scandanavia
Figure 157: Josefine HJ, @JosefineHJ, Instagram, 2018
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Philine Roepstorff
Figure 160: Philine Roepstorff @PhilineroepstorffInstagram, 2018
Paris
Syana Laniyan
Jeanne Damas
Brand Ambassador for France
French photographer and influencer Figure 162: Jeanne Damas, @Jeannedamas, 2018
Figure 161: Syana Laniyan, @Syanalaniyan, 2018
Thylane Blondeau French Model and Influencer Figure 163: Thylane Blondeau, @Thylane Blondeau, 2018
Constance Jablonski 114
French Model and influencer
Figure 164: Constance Joblonski @Constancejoblonski, 2018
Figure 165: Girls chatting, Adam Katz Sinding, Cecilie Bahnsen SS18
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Ensuring ROMI through Events • Fashion show - Live stream and collection is available online right after the show - people from home can order directly for 24 hours (Increase traffic to the website ) • Pop up the store after the fabulous experience to drive sales • Dressing celebrities (product placement) • Including influencers, ambassadors and testimonials to increase engagement and media coverage • Social media ROI (return of involvement) • Increase New leads with 15% - Creating the fabulous event for everyone within three 3 cities. • Social media mentions & consumer generated content • Engagement on Social media posts and YouTube content
Figure 166: Girls line up fashion show, Adam Katz Sinding, Cecilie Bahnsen SS18
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Retail Cloud 9 pop up store Even though, the c ommunic a ti on department is only in control of the communication aspect of retail it is desired to overview the retail tactics used to explain the store opening strategy that is the fourth and last part that events contain.
Figure 167: Girl smiling fashion show, Adam Katz Sinding, Cecilie Bahnsen SS18
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Objectives Sell collection
Establish H2H contact with clients
Ensure that KPI’s are met
Create opinion and press coverage
Give the clients an unique and personalised experience to ensure long-term relationship
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Pop up store event Overview When
Why
4th September to the 25 th of September, right after the fashion show. (Same time as the fabulous event, art installation Cloud 9)
Where Outside the art installations as an extension of the fabulous event. Copenhagen: Nikolaj, Copenhagen Contemporary Art Center London: Almine Rech Gallery Paris: thaddaeus ropac gallery
As Cecilie Bahnsen does not have its own retail channel it is desired to build a test a short-term physical retail presence in terms of a popup store to establish a personal relationship and get in contact with the consumer by giving them a unique and memorable experience of feeling unique.
Choronogram Morning: 11 am- 13 pm: Media activities and press conference for invited press Afternoon: 13-16pm: Exclusive lunch for VIP, VIC in a cafe next to a pop-up store Evening: 18-22pm: Social event for people, influencers etc. with private photographer/press at the location.
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Figure 168: Girl smiling in pink dress fashion show, Adam Katz Sinding, Cecilie Bahnsen SS18
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Cloud 9 pop up store The concept is to capture the dreamy aspect in a bubble with transparent plastic in collaboration with “Pop Up events.� This installation responds to the macro trend of creating experiences for Instagram whereas the desired outcome is to be shared and create opinion among the audience. The pop-up store ensures that when people are finishing the experience of the fabulous event desires to buy the collection, which guarantees a ROMI of 4,5-5.
Figure 169,170, 171: Bubble store, Merci Paris, 2018
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Communication strategy • Send out press release • Filming material for YouTube, exclusive interviews with influencers, ambassadors and testimonial at the opening event. • Sharing outfits from the opening (People dressed in Cecilie Bahnsen) • Continuously promote the pop-up store on Instagram in stories, IG TV and posts by revealing clothing items.
Sponsors Technical sponsors Catering: Rocket foods, Cph Gourmet, Uppersky gourmet Body + Eden healthy juices with statements Pop Up events
Follow up • Ensure ROMI between 4,5-5 and sales increased with 20% • Number of attendants • Social media coverage and mentions
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Show room opening "Keep dreaming" Why Responding to the trend of ”The showroom experience” Cecilie Bahnsen will open a permanent showroom as the only physical space where buyers and influencers can experience the collections. The showroom contributes to the physical experience, where the client can request a private fitting the showroom too alongside with space for buyers during fashion week.
When Where Centrum of Copenhagen, Klosterstræde 19, 1157, Copenhagen, Denmark
Figure 172: Lokalebasen, Klosterstræde 19, 2018
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Closing of CPH Fashion week AW2021, 31st of January 2020.
Chronogram Morning: 11 am- 13 pm: Media activities and press conference for invited press Afternoon 13pm-16pm: Exclusive lunch for VIP, VIC Evening: 18pm-22pm: Social event for people, influencers etc. with private photographer/ press at the location
Figure 173 &174: Interior in showroom, The Daily Edited Melbourne Flagship, 2018
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Showroom
Figure 175: Create clouds, Buzzfeed, 2015 126Melbourne Flagship, 2018 Figure 176: Interior in showroom, The Daily Edited Figure 177:Pop up store, Valexxtra, 2017
Figure 178: Bottega Veneta showroom, Tmagazine, 2016
"Keep dreaming" 127
Invitation The invitation will be inspired by the Fashion show cube and will be a see-through box with cotton to simulate a sky.
Sponsors Technical sponsors: Emilie Lilja DJ CPH Gourmet Body + Eden healthy juices with statements Clinique skin Normann Cph Figure 179: Invitation box, Hoover, 2016
Communication strategy Send out press release Filming material for YouTube, exclusive interviews with influencers, ambassadors and testimonial at the opening event. Sharing outfits from the night (People dressed in Cecilie Bahnsen) Continuously promote the pop-up store on Instagram in stories, IG TV and posts by revealing clothing items.
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Ensuring KPI's • Strategic placing the pop-up store after the fabulous event to drive sales (Romi of 4,5) • Engagement with people online asking about availability, opening hours and so on in the pop-up store • Use printed material in pop up store with the Online webpage. • Cover the balloon with the text #Cloud9 which will be on pictures that will be shared by prosumers. • Use the closing of Copenhagen Fashion Week to gain attention and ensure media coverage.
Figure 189: Girls posing in white dresses, Adam Katz Sinding, Cecilie Bahnsen SS18
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Digital plan Key channels that will be explained in this paragraph are the social media platforms Cecilie Bahnsen will use, which focuses on YouTube and Instagram, As a survey from 2018 by Criterio concludes that these are the main channels used by Gen Z. Cecilie Bahnsen does not have own retail channels and will therefore as a part of the communication plan set up a E-commerce as Business of Fashion declared in 2017 that even fashion luxury brands cannot survive without an E-commerce platform alongside with the key KPI’s of driving sales it is key to offer this platforms to Gen Z. (Shannon, 2017)
Figure 181: Girls line up with braids, Adam Katz Sinding, Cecilie Bahnsen SS18
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Objectives Engage with Gen Z by creating engaging content
Increase followerbase with 20%
Increase engagement with 10%
Establish TOM of Gen z
Sell collection and Ensure KPIs are met
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Key KPIS Retention rate – increase the frequency of purchase and the volume per purchase
Social media ROI (return of involvement)
Increase monthly website traffic with 25%
Conversion rate between 3-5%
The volume of traffic from content on social media
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Figure 182: Girls face close up Adam Katz Sinding, Cecilie Bahnsen SS18
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E-commerce As Cecilie Bahnsen has an established webpage it is desired to add E-commerce to the webpage, which is not a part of the communication teams’ responsibilities the work will be supervised by communication director to ensure the desired aesthetics match the communication plan. Furthermore, one part on the website will be named Cloud 9 that will be a virtual dreamy universe inviting costumers to see the newest campaigns, events, interviews and with direct links to live streams on YouTube. Additionally, Cecilie Bahnsen will invest in AI in form of a chatbot that ensures personalised customer service chatting with people visiting the webpage alongside with AI showing recommended personal styles for the consumer. Lastly, the AI will be incorporated to create a Fitting bot that uses the costumers personal pictures and measurements to create a figure of the client which enables the client to understand sizing, virtually �try it on� to give a unique experience.
Ready-to-wear Couture Cloud 9 Archieve About
Figure 183: Girls line up with braids, Adam Katz Sinding, Cecilie Bahnsen SS18
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My account
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Social media of Cecilie Bahnsen
On YouTube, small videos will be shared as displayed on the attached image. The YouTube channel offers an exclusive view” Behind-the-scenes” and the ”Making of” fashion shows, collections and various events. Additionally, the channel offers livestreams from the fashion shows enabling consumers to feel invited and watch the show ”in real time” responding to the mentioned trend ”YouTube is King.” Furthermore, the channel will offer entertaining content named Bahnsen originals building on different short series responding to brand territories, whereas one example on this attached image is displayed following the brand territory of following a dancer on her journey to the performance of her dreams.
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YouTube
Ceciliebahnsen.com
CECILIE BAHNSEN 10,000 Subscribers
Cecilie Bahnsen SS19
SS19 - BTS
Behind the scenes of Cloud 9
The making of Cloud 9 collection
Meet the man who created the magic clouds
Bahnsen Original - A dancers dream
The dream begins - Ep. 1
Decision hour - Ep.2
Figure 184: Ballet performance, Blaine Truitt Covert, u.d. Figure 185: Cecilie Bahnsen girls, Adam Katz Sinding, Cecilie Bahnsen SS18. Figure 186:: Cecilie Bahnsen clothing rack, Adam Katz Sinding, Cecilie Bahnsen SS18. Figure 187: Clouds, Figure 188: Ballet school audition, A dancers day, 2014. Figure 189: Split leap,@kendallxziegler, 2015. Figure 190: Couple performing, David Hallberg, u.d.
Get closer to the making of the Cecilie Bahnsen collection Own series on Ballet in collaboration with Ballet schools around the world as: Kgl ballet CPH, The Royal Ballet School London, La Scala Theatre Ballet School Italy. 137
132 Posts
200 K Followers
Message
Figure 191: Cecilie Bahnsen Insta-138 gram, images from Cecilie Bahnsen, 2018
48 Following
Instagram The Instagram will focus on image and video content that responds to the visual codes of the brand. Especially, the tools IG TV and stories will be used to connect and engage with the audience asking questions, polls and other interactive tools. The posts will mainly be campaign images as displayed whereas stories will feature news with teasers for content on YT, live from events, influencers dressed in the brand. Furthermore, every posted picture will be tagged with Instagrams new tools of “buying directly� so users can directly buy on the E-commerce platform when discovering it on the platform.
Advertising Cecilie Bahnsen will invest mainly in Instagram stories promoting the events and experiences alongside with call to action advertising with small videos both on YouTube and Instagram linking directly to Ceciliebahnsen.com
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Ensuring KPIs through Digital
• Encourage engagement and views on the channel and establish TOM. • Gain followers by creating visually attracting profiles while respecting the elegant and minimalistic brand DNA • All clothing is tagged which stimulates the consumer to ”impulse” buy • Advertising promoting events alongside the website to increase traffic, conversion rate and generate new leads.
Ceciliebahnsen.com
Figure 192: Ballet performance, Blaine Truitt Covert, u.d. F
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Figure 193: Cecilie Bahnsen Behind the scenes , Adam Katz Sinding, Cecilie Bahnsen SS18
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Cross experiental
Figure 194: Girl Studying, Take Aim 2017
Figure 195: Computer and pancakes , Kapten & Son 2018
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Cecilie Bahnsen entertains
Figure 196: Girl on computer, Stocsky, 2018
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Target audiences Mainstream Content Kings
Figure 197: Girl sitting on bed, Pinterest u.d. • Consuming content on Netflix on a daily basis between 1-4 hours. • Watches reality tv and entertaining film and series. • Multitask and uses media like Snapchat, Instagram, Spotify, Youtube simultaneously. • Desires to be entertained. • Short attention span.
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The micro trendsetter • An influencer on a local basis. • Loves to share new experiences, tip and tricks with followers. • Shares and updates social media platforms as Instagram, Snapchat and YouTube constantly. • Desires to be ”front-runner” / trendsetter and influence other. • Loves to engage with community and desires to become a macro influencer. • Wants to mingle in the fashion society and know about the people in the industry.
The follower
Figure 199: Streetstyle, Phil Oh 2018
• Is influenced by the Trendsetter and reacts to trendsetters recommendations - trust trendsetters. • Desires to be and have a life like a trendsetter. • Cares about labels showing off the brands and that she belongs to a community. • Desires to belong to a community and is easy influenced.
Figure 198: Girl shopping, @Fielaursen, 2018
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Cross experiental
Netflix x Bahnsen original X
As the communication plan is focused on target a generation that is born with the internet the cross experiential marketing it is decided to collaborate with Royal College of Art to create a Netflix original series. In a survey by Business Insider it is concluded that Netflix is among the top 5 overall brands that Millennials love. (Business Insider, 2018) An exclusive film will be curated with Netflix allowing to film Cecilie Bahnsen throughout a year of making collections etc and make her tell about her past as designer for Dior, Erdem and John Galliano (Cecilie Bahnsen, 2018) alongside with highlighting the education at Royal College of arts.
Objectives Increase engagement and interaction with consumers and potential leads of the brand.
Entertain the audience of Cecilie Bahnsen in order to create conversation and stimulate engagement
Generate new leads by communicating through a partner.
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Cecilie Bahnsen living a dream
Figure 200: Ceclie Bahnsen, Costume, 2018 FIgure 201: Cecilie Bahnsen, Mathias Nordgren 2018 147
"Dreams do come true"
Figure 202: Girls looking at dress, Adam Katz Sinding, Cecilie Bahnsen SS18
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Consumer engagement
Figure 203: Girl close up, Adam Katz Sinding, Cecilie Bahnsen SS18
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Objectives
Increase engagement and interaction with consumers and potential leads of the brand.
Ensure excellence by adapting Marketing 5.0 and use tools to seek sales opportunities. Create a lifestyle by adding services that focuses on the Bahnsen Universe rather than just the product
Provide something �extra� to consumers in order to establish a long-term relationship with consumer loyalty
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Figure 204: Girl close up 2, Adam Katz Sinding, Cecilie Bahnsen SS18
The highest need
Feeling confident, feel unique, feeling feminie
Key drivers:
Respect, Powerful, confidence, comfort
Key emotional benefit
If I wear Cecilie Bahnsen I feel like a unique yet an elegant and powerful woman, which enables me to do everything I’ve ever dreamt to do.
Brand role
Cecilie Bahnsen gives me the confidence to do what I have always dreamt about
Communication platform statement: 152
Dream on Dreamer
Consumer engagement toolkit Cecilie Bahnsen makes Dreams become reality
The internet savvy fashionista • • • • •
Looking for personalised experiences that gives a WOW effect Wants to feel unique Want to belong to a community Desire to be entertained Looking for more than just a brand
Large
Scandanavian influencer Smummies •
• Busy and On-the-go • Living healthy - green lifestyle • Desire to stay young • Desire to stay cool and be front runner • Needs assistance to get through the day Medium
The cloud 9 treasurehunt
The creative Fashionista
• • • • •
Aspire to be in the creative field Passion for fashion Loves learning Desires to feel unique Seeking opportunities to grow as a designer or creative person Desires to mingle within the fashion community.
Small
Cecilie Bahnsen X Amazon Echo, Personal Assistant
153
Cecilie Bahnsen Talks & Workshops
1. The Cloud 9 treasure hunt The Cloud 9 treasurehunt app engages with consumers and start conversations. It adds value by entertaining while walking around in the three main cities and discovering secret places with dreamy views in the key markets: Copenhagen, Paris, London, Barcelona, Milan. The users need to capture clouds in the specific location to unlock the ”task” The task will explain you where you need to take a photo and post it on your Instagram with the #Cloud9 @Ceciliebahnsen statement making sure that overall KPI’s of engagement and leads will increase. When all different tasks are complete in the different locations the players has a chance of winning exclusive tickets to the Cecilie Bahnsen show. The winner will be based on the best content posted on Instagram to ensure high qaulity content.
Figure 205: Selfie, Edward Berthelot, 2018 154
Take a picture of you at Bunquers del Carmel in your coolest streetstyle outfit and post it
Figure 206: Sky, Getty images, u.d.
155
2. "Making dreams come true" Talks and workshops
Figure 207: Cecilie Bahnsen, Luka Rone, 2018
Figure 208: Creative working, Industry city u.d. 156
The Cecilie Bahnsen workshops are directed towards the creative Gen Z that aspire to become a professional in the fashion industry and is eager to learn. Cecilie Bahnsen adds value by teaching masterclasses and learning them the secrets of her designs. Students and creative people get the opportunity to impress the CEO alongside with other industry professionals and work on their skills. Furthermore, it is a chance for Cecilie Bahnsen to scout new talents for her brand.
3. Cecilie Bahnsen Alexa bot
To add value to the influencer Smummy a selected number of influencers are provided with an Amazon x Cecilie Bahnsen Echo Look that acts a camera and style assitant activated through voice. Cecilie Bahnsen adds value to the busy moms that need to see how the outfit looks without needing a photographer or stylist around to take photos. It is convinient as a style assistant and additionally it provides the service of acting as a personal assistant remembering �to do lists�, date nights and when little Alexander needs to be picked up from school.
Figure 209&210: Amazon Fashion introducing Echo look, 2017 157
Product placement & Sponsor
Figure 211: Girl close up brainds, Adam Katz Sinding, Cecilie Bahnsen SS19
158
ring
Objectives
Expose brand image at relevant happenings responding to brand territories
Generate new leads and drive sales (Ensure KPI’s are met)
Establish a bond between creative Gen Z and the brand.
Engage with Gen Z and start conversations by being linked to entertaining content
159
Key KPIS
Increase engagement rate to 6-10% in the sponsorships and product placement
Social media ROI (return of involvement)
Increase monthly website traffic with 25%
Conversion rate between 3-5%
The volume of traffic from content on social media
160
Figure 212: Girls face close up Adam Katz Sinding, Cecilie Bahnsen SS18
161
Product placement Carpool karaoke
Ceciliebahnsen.com
Figure 209: Ariana Grande Carpool Karaoke, The late late show, 2018
The product placement is curated specifically to increase awareness about the brand alongside with engagement in a programme widely seen by Gen Z. In the british James Cordens �Late Late show� a special part of the programme is the Carpool karaoke featuring top artists around the world driving around and sining along to their own songs alongside with James Corden. Cecilie Bahnsen desires to place a product on Dua Lipa that will be a star in Carpool karaoke. Dua Lipa will be styled in a signature piece that is the essence of Cecilie Bahnsen to clearly communicate to viewers that might not know the brand. The videos are often viral and has a high engagement whereas it is desired to increase traffic on the website via the click through banner in the video and potentially increase sales and generate leads. 162
Style suggestions
163
FIgure 213: Dua Lipa, Vogue UK 2018. Figure 214,215,216 Cecilie Bahnsen SS19 Fashion show, CPHFW, 2018
Sponsorship Cecilie Bahnsen will sponsor the famous series of 10 min photo challenge by photographer Jordan Matter. Jordan Matter is a dance photographer who stars famous dancers where dancers do incredible poses in front of famous and controversial locations where Jordan Matter aims to take as many pictures as possible in different locations in 10 min. Jordan Matter isselected because of the high engagement and interaction on his channels in order for Cecilie Bahnsen to generate new leads. Furthermore, Jordan Matter is photographing famous young dancers, which response to Cecilie Bahnsen territory of dance. Alongside, with sponsoring an episode the dancer will be photographed in Cecilie Bahnsen outfits in order to gain mass exposure on dancers channels too when they share the pictures.
FIgure 216: Jordan Matter Youtube channel, Jordan Matter YouTube 2018
Ceciliebahnsen.com
FIgure 217: Jordan Matter Youtube, Amazon author, 2018
164
Ceciliebahnsen.com
FIgure 218: Girl doing 10 min photochallenge, Jordan Matter 2018 Amazon author, 2018
165
The team
Objectives
Ensure control and division of responsibility is clear Give WW Communication director an overview of the team
166
Figure 219: Girl from the side, Adam Katz Sinding, Cecilie Bahnsen SS19
167
the team
Wo Comm Dire
Line Ple
Regional PR director
Regional Media director
Regional Eve director
• Regional Press director
• Regional VIP andVIC director
• Global art director
• Regional Advertising director
• Regional data director (head of VID)
• Regional Project coor
• Regional Showroom director
• Protocold responsibile
• Regional producer
• Regional external relations director • Art director
168
orldwide munication ector
lesner-Jacobsen
ents
rdinator/planner
Regional Digital director
Regional Retail Director
• Regional Community manager (SSM
• Regional Global Merchandising / visual director
manager) • Regional Strategic planning director
• Regional Strategic planner director
• Regional Art director
• Regional In Store experience di-
• Regional Content director • Regional Copywriter director
rector (show room responsible) • Regional CRM responsible
169
Budget Media
Print Vogue UK Vogue Paris Vogue Italia Vogue Spain Dansk Magazine ELLE Danmark ELLE Norway ELLE Sweden Digital Vogue Global Instagram Vogue Global Snapchat Vogue UK Online Vogue UK YouTube Vogue Spain Vogue Italia Teen Vogue Youtube V Magazine The Blonde Salad Fashion Forum ELLE Danmark Online ELLE Norway Online ELLE Sweden Online Podcast Girlboss Office Hours Pretty basic Total
PR
Subtotal € € € € € € € €
108.467,00 105.987,00 112.780,00 81.100,00 15.000,00 35.259,00 33.338,00 36.278,00
€ € € € € € € € € € € € €
100.000,00 85.960,00 90.467,00 105.350,00 46.030,00 80.589,00 79.200,00 32.000,00 30.000,00 1.850,00 2.320,00 2.034,00 2.287,00
€ €
52.000,00 2.050,00
€ €
16.800,00 1.257.146,00
Brand Testimonial Millie Bobby Brown Brand Ambassador Josefine H.J Zoe Sugg Gilda Ambrosio Belen Hostalet Syana Laniyan Opinion leaders Scandanavian England & France Spain & italy Influencers Macro Zara Larsson Kenzas Dua Lipa Josephine Skriver Micro Denni Elias Philine Roepstorff Frida Aasen Emilie Sindlev Total
Digital YouTube Set up Instagram redesign Content development E-commerce set up
€ € € € €
170
€
800.000,00
€ € € € €
50.000,00 50.000,00 50.000,00 50.000,00 50.000,00
€ € €
150.000,00 200.000,00 200.000,00
€ € € €
25.000,00 20.000,00 35.000,00 25.000,00
€ € € € €
6.500,00 8.000,00 8.000,00 6.500,00 1.734.000,00
20.000,00 10.000,00 500.000,00 500.000,00 1.030.000,00
Retail Pop up store Production Rent of "balloons" Racks & installations Decorations Content production Insurance Sound system Opening event Security General Staff Technical staff VIP Transporation Hotel accomadation Drinks & Catering Insurance Total Showroom Venue Purchase Renovations Technical installment Decor Lighting Opening of showroom General Staff Technical staff DJ/music Content producers Security Catering Transporation Hotel accomadation VIP Insurance Total
€ € € € € €
100.000,00 2.500,00 30.000,00 50.000,00 20.000,00 5.000,00
€ € € € € € € € €
15.000,00 3.000,00 30.000,00 100.000,00 150.000,00 90.000,00 80.000,00 50.000,00 682.500,00
€ € € € € €
10.000.000,00 450.000,00 50.000,00 200.000,00 10.000,00 7.000,00
€ € € € € € € € € € €
3.000,00 10.000,00 2.500,00 20.000,00 10.000,00 25.000,00 125.000,00 100.000,00 100.000,00 15.000,00 11.127.500,00
171
Events
Subtotal
Fashion show Crew VIP Hosts Security Art direction Stylist Makeup Casting (Darling studios) Models Dancers Music/dj Technical staff General staff Insurance Venue and production Venue Hire Seating Invitations Lightning Press area Runway Kissing room Decorations Technical equipment Changing facilities Insurance
€ € € € € € € € € € € €
1.500,00 20.000,00 15.000,00 3.500,00 3.500,00 5.000,00 125.000,00 8.000,00 3.500,00 10.000,00 4.500,00 20.000,00
€ € € € € € € € € € €
45.000,00 3.000,00 5.500,00 15.000,00 1.500,00 2.500,00 1.500,00 20.000,00 25.000,00 1.500,00 15.000,00
Content producers (photographers & video) Livestream production Programmes and other prints People & Drinks
€ € €
35.000,00 7.000,00 25.000,00
VIP Welcoming drinks Transportation Hotel accommodation Total
€ € € € €
175.000,00 8.000,00 95.000,00 135.000,00 845.000,00
172
Charity event Production Venue Rental all day
€
95.000,00
Artist decorations (balloons)Charles Pétillon Decorations Hotel accommodation Catering (drinks and snacks) Programmes and other prints Performances and entertainment Sound Insurance Invitations
€ € € € € € € € €
20.000,00 5.000,00 75.000,00 15.000,00 25.000,00 100.000,00 10.000,00 20.000,00 5.500,00
People Security Technical staff Content production General staff VIP Transporation Hotel accomadation Dresses /Auction
€ € € € € € € €
5.000,00 80.000,00 20.000,00 3.000,00 85.000,00 50.000,00 80.000,00 25.000,00
Total
€
718.500,00
Fabulous event Production Venue Rental (28 days, 3 locations) Art installations Lighting Sound system Insurance Content production
€ € € € € €
5.000.000,00 2.500.000,00 30.000,00 25.000,00 100.000,00 250.000,00
People / opening day General Staff Security Technical staff VIP Transporation Hotel accomadation Drinks & Catering Total
€ € € € € € € €
3.000,00 500.000,00 80.000,00 200.000,00 250.000,00 180.000,00 30.000,00 9.145.000,00
173
Cross experiental Bahnsen x Royal college of art Research / concept development€ Production € Marketing & Communication € Total €
100.000,00 3.000.000,00 80.000,00 3.180.000,00
Product placement & sponsorship Dua Lipa Carpool Karaoke Product placement € Jordan Matter photochallenge sponsorship and product placement € Various Product placement (Charity event etc) € Total €
10.000,00
150.000,00 100.000,00 260.000,00
Consumer engagement App development € AI chatbot development € AI fit/measurement guide € Game development € Development of workshop € Venue rentals for workshops € Catering € Design tools (fabrics, scissors) € Insurance € Research to develop the vitamin€drink Packaging € Echo kit € Marketing and communication €
200.000,00 350.000,00 150.000,00 100.000,00 10.000,00 50.000,00 20.000,00 30.000,00 15.000,00 250.000,00 1.000.000,00 500.000,00 55.000,00
Total
2.730.000,00
€
Structure of cost Media Plan PR Plan Fashion Show Charity event Fabulous event Retail (Pop-up and showroom opening) Digital Cross experiental marketing Consumer engagement Sponsoring & Product placement Total
€ € € € € € € € € € €
174
1.257.146,00 1.734.000,00 845.000,00 718.500,00 9.145.000,00 11.127.500,00 1.030.000,00 3.180.000,00 2.730.000,00 260.000,00 31.767.146,00
Cost representation in % 4,0 5,5 2,7 2,3 28,8 35,0 3,2 10,0 8,6 0,8 100,0
Figure 220: Girls with brainds, Moon International, Cecilie Bahnsen prespring SS19
175
Chronogram
176
177
178
179
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Annex Michelle Selch Laursen
Initial Project brief
Communication plan
INITIAL PROJECT BRIEF Contact person: Worldwide Communication director: Line Plesner Jacobsen Line.pj@bahnsen.dk Brand: Cecilie Bahnsen
Project name and short description: Communication plan
Date of assignment:
December 2018 Core audience: Primary Target – The Scandinavian Smummy: The Scandinavian Smummy is a “smart mommy” who adores the clean and simplicity in Cecilie Bahnsens design. The target consists of women with a classic style between 25-45 that are considered “hip moms” living in the capital cities in Scandinavia that really cares about self-image. 1 20th
Secondary Target – The creative Z: The new generation Z is a more creative generation that have never lived in a non-digital world. 2 Generation Z looks for cool experiences, edgy campaigns and it is key to find themselves creative. This target are girls ranging from 13-25 and is found in Europe. This target is looking towards luxury niche brands that differentiates with products and communication curated to make them feel unique. 3 Brand promise: Brand character: Deliver minimal and feminine luxury clothing that is a part of an aspirational lifestyle.
Feminine: Cecilie Bahnsen focuses on designs with feminine silhouettes and dreamy shapes. The designs are feminine as Bahnsen mainly creates delicate dresses with ruffles, puffed sleeves, and embroidery. Elegant: Designs are created in elegant and delicate fabrics that communicates elegance. However, dresses are styled with a certain amount of effortlessness that tones down the elegance that is the base of Scandinavian minimalism. Scandinavian Minimalism: Designs are toned down by focusing on one single garment and is kept in simple colors
1 Frich, M (2010) The smart mum is an important consumer 2 Miller, L (2018) gen Z Is set to outnumber Millennials within a Year 3 Kleinschmidt, M (2018) Generation Z characteristics: 5 infographics on the Gen Z lifestyle https://www.visioncritical.com/generation-z-infographics/
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Michelle Selch Laursen
Initial Project brief
Communication plan
often black or white. The motto “Less is more” is key in traditional Scandinavian fashion.
What is the beautiful problem we are trying to solve, the audience, the opportunity? •
As Cecilie Bahnsen is a new and upcoming brand known for the elegant fashion shows there is a need to position the brand in the in order to reach the creative Generation Z as this generation will be the new luxury consumer.
What is the assignment? • Create an annual communication plan for the brand in order to position Cecilie Bahnsen in the market • Build the brand identity through the annual communication strategy in order to reach Generation Z and ensure the future success of the brand. What is the desired outcome, with measurable KPIs? • Position Cecilie Bahnsen among the top luxury womenswear brands • New leads from Generation Z • Use Marketing 5.0 to create a personal experience in order to connect with Generation Z • Use Marketing 4.0 to connect with Generation Z • H2H communication • Building a long term story and brand identity • Generate traffic to website • Generate high sales in the upcoming collection - increase sales by 20% • Retention rate – increase the frequency of purchase and the volume per purchase • Social media ROI (return of involvement) • Increase monthly website traffic with 25% • Conversion rate between 3-5% (Average retail is 3,6, Comscore mobile report, 2018) • Increase New leads with 15% • Engagement rate between 3-6% (classified as High engagement rate) (mee, u.d.)
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Michelle Selch Laursen
Initial Project brief
Communication plan
What is the intended source of volume (i.e. brands)? Cecilie Bahnsen (women) What is the core audience's attitude to the brand, and how do we want to change it? Example of the market attitude • As the Scandinavian style is a popular trend in lifestyle and fashion the brand is succeeding by focusing on the trendsetting style. o Minimalism, femininity, effortless and dreamy What is the core selling message, the single main idea? • Build a brand universe that heightens Cecilie Bahnsen to an aspirational lifestyle brand that makes dreams come true. What are the mandatories (do’s and don’ts) DO
Use the current wave of lifestyle trends from Scandinavian minimalism Make sure the communication respects the Scandinavian style codes that are seen in the design: effortless, minimalism, feminine and builds an identity around these key words. • Use emotions and connect with the current visuals from the brand DON’T • Copy other Scandinavian brands strategies – respect the brand and stand out • Make it “too young” remember the primary target • Loose the luxury identity while communicating to the younger audience. • •
Due dates (including reviews of work-in-progress) • Briefing: Step 1: Initial brief hand in (16th October) Step 2. 1st part of the plan (9th of November) Step 3. Midterm (29 h of November) Step 4. Final Tutorials (17th December) Step 5: Final submission and presentation the 20th of December
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