NICOLE FARHI
#FARHIONLINE
contents - cybr - nicole farhi - audience - proposal - primary research - competition - facebook proposal -twitter proposal - instagram proposal - youtube proposal - teaser video - event proposal - floor plan - invite - guestlist - key guests - press release - timeline - costing - longevity
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At the forefront of Digital Innovation
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communications At CYBR Communications, we understand the importance of a brands virtual identity.
We aim to cultivate innovative, digital concepts to revive brands in order to create success and longevity in todays culture of computers.
nicole farhi Launched in 1982, Nicole Farhi has become one of the most renowned fashion and lifestyle labels, responsible for a number of critically acclaimed collections including: womenswear, menswear, diffusion lines and homeware. The unique blend of the finest luxe, laidback designs has made the Nicole Farhi name synonymous with quality.
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audience Over the years Nicole Farhi has appealed to a very select audience. The brand itself is high-end fashion, therefore limiting its consumers to those that can afford to buy into it. The pieces themselves are stylish, elegant and sophisticated, exclusively enticing on average the mid 20’s to mid 30’s consumer. Nicole Farhis’ audience has remained loyal to the brand over the years, something that CYBR would like to encourage further. The expansion of its audience is however crucial to the development of the brand for the future. Social media is fast becoming an essential platform for promoting brand awareness. By carrying out the development needed for the brand, we aim to widen their audience through various social platforms. Younger generations of fashion conscious teens are continuously being informed of their favourite brands movements. By engaging the younger generation through the use of updated and regular information, Nicole Farhi will be able to both expand their audience and become an aspiration brand of the future to this generation.
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proposal CYBR propose a relaunch of Nicole Farhi’s social media platforms. We have identified this as a weakness, and something which we feel vital for the longevity of the brand. The relaunch will include concepts that will result in the social media platforms becoming more interactive and interesting for the customers. Social media is the perfect way of interacting with your customers, and we also feel the perfect way of attracting potential new customers. The current young generation are very social media savvy, and CYBR feel that the new social media campaign is also a great way of attracting the younger generation, and once again making Nicole Farhi an aspirational brand. Alongside the social media campaign, CYBR also propose a digital, interactive event. This event will coincide with the social media campaign and CYBR feel will be great coverage for the Nicole Farhi brand.
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primary research
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primary research
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competitors
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proposal facebook For the Facebook platform, CYBR propose a number of different concepts. Customer Correspondence Links to YouTube Exclusive Competitions VIPs in Nicole Farhi Front Row Shots ‘Make a Statement’ - Styling louder pieces CYBR
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proposal twitter For the Twitter platform, CYBR propose a number of different concepts. Monday - How To Style Tuesday - Seasonal Trends Wednesday - Contributor Takeovers Thursday - TBT Friday - Behind The Scenes CYBR
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proposal instagram For the Instagram platform, CYBR propose a number of different concepts. Instagram Takeovers Sneak Previews Street Style Homewear
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proposal youtube For the YouTube platform, CYBR propose a number of different concepts. Backstage Videos Campaign Videos Teaser Videos Catwalks Presentations
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youtube
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teaser video
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teaser video
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event pitch To celebrate the launch of #farhionline, Nicole Farhi will be hosting an interactive launch party. This futuristic event, due to take place in Nicole Farhi’s show space on Conduit Street will include an exclusive view of the AW 15/16 collection, whilst introducing the brand to all things digital. The current campaign images and past shows will be projected onto the walls alongside a live Twitter feed showing every tweet using #farhionline or #nicolefahri. Leading up to and during the event, a number of competitions will launch on Nicole Farhi’s social media platforms all featured around the event. Two weeks before the event, Instagram will launch #farhibybloggers. Seven different bloggers, one for every day of the week will come in and style an outfit from the Nicole Farhi AW 15/16 collection. The outfit the bloggers creates will then be uploaded onto the Nicole Farhi Instagram as well being promoted on the bloggers personal Instagram and blog. The competition will then be open for a week, and the post with the most likes will then be crowned the winner. Everyone who voted for the winning look will then be entered into a competition to accompany the winning blogger to the event.
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During the event Facebook will launch #farhigiveaway. There will be a selection of coats hanging up at the event alongside a number of iPad’s. The iPad’s will launch the Nicole Farhi Facebook, which will have images of all the coats. The coat with the most likes will then become the winning prize and everyone who liked that particular coat will be entered into a competition to win that particular coat. After the event has finished #farhiexperience will then launch on Twitter. Win the opportunity to spend a day assisting on the shoot for the SS 16 campaign. To win they must follow the Nicole Farhi Twitter, and send a tweet including #farhiexperience and five words they feel describes the Nicole Farhi brand. There will be three winners’ chosen at random and their day at the shoot will be covered on Twitter by the Nicole Farhi social media team.
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floorplan projector
iPad
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bar stairs
projector
coat rail
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collection stage
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invite NICOLE FARHI #farhionline Nicole Farhi Requests the pleasure of your company to an Interactive experience for the official digital relaunch. With an exclusive first hand look at the AW 15/16 collection.
Wednesday 18th February 2015 12pm - 2pm 4pm - 6pm 25 Conduit Street, London, W1S 2XU RSVP by: 2nd February 2015
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guestlist CYBR Communications Event guest list GUEST NAME Chloe Kerman Sara Glimour Elizabeth Black Caroline Issa Agata Belcen Nell Kalonji Cathy Edwards Sofia de Romarate Anders Sølvsten Thomsen Ray Tetauira Suzanne Koller Jay Massacret Mia Solkin Steve Morriss Davina Catt Maja KÜlqvist Jonathan Kaya Jop van Bennekom Oh Comely Magazine Francesca Burns Joe McKenna Naomi Smart Saranne Woodcroft Serena Hood
OCCUPATION Fashion Editor, Garage Magazine Fashion editor. Tank magazine Junior fashion editor , Tank magazine Executive Fashion Director & Publisher, Tank magazine Fashion Editor, Another magazine Contributing Fashion Editor, Another magazine Contributing Fashion Editor, Another magazine Senior Fashion Editor, Another magazine Fashion Editor-at-Large, DANSK magazine Fashion Market Editor, Self service magazine Creative Director & Fashion Editor, Self service magazine Fashion Editor, V magazine Fashion/Beauty Market Editor, V magazine Senior Fashion Editor, LOVE magazine Acting Features Director, Lula magazine Creative Director, Lula magazine Fashion Director, The Gentlewoman magazine
CONTACT chloe@chloekerman.com
Creative Director, The Gentlewoman Magazine Magazine Fashion Editor, Vogue
office@thegentlewoman.com
Senior Contributing Fashion Editor, Vogue Fashion Features Assistant, Vogue Fashion Assistant to Francesca Burns, Vogue Executive Fashion Editor, Vogue
loveedit02@condenast.co.uk
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sara@tankmagazine.com elizabeth@tankmagazine.com caroline@tankmagazine.com agata.b@dazedgroup.com nell@dazedgroup.com cathy@dazedgroup.com sofia@dazedgroup.com anders.thomsen@condenast.co.uk rtetauira@selfservicemagazine.com fashion@selfservicemagazine.com jay@vmagazine.com msolkin@vmagazine.com steve.morriss@condenast.co.uk cattdavina@hotmail.com maja@lulamag.com office@thegentlewoman.com
hello@ohcomely.co.uk. francesca.burns@condenast.co.uk
naomi.smart@condenast.co.uk saranne.woodcroft@condenast.co.uk serena.hood@condenast.co.uk
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key guests Serena Hood Serena Hood is the executive fashion editor for Vogue Magazine. She has a total of 2,102 followers on Twitter, tweets on a daily basis and continuously hash tags the brand of which she is talking about. Her role at Vogue Magazine allows her to be in direct contact with high profile fashion brands, many just like Nicole Farhi. The coverage of the event is inevitably going to be featured on her Twitter, therefore seen by many people, both aspiring to be in the industry or already in it. This would respectively raise the brand awareness.
Suzanne Koller Suzanne Koller is the Creative Director & Fashion Editor for Self Service Magazine. The magazine itself, particularly pays attention to the designers and brands that are considered to be high fashion. Competitors such as Margaret Howell are a regular feature on their website, whilst younger aspiration brands such as Topshop also feature alongside the more high profile brands. Inviting Suzanne would have benefits such as exposure on their website and in the magazine itself. This is therefore exposing Nicole Farhi to a well-suited audience.
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key guests Emily Johnston Editor and founder of Fashion Foie Gras Blog, Emily Johnston started out as a small fashion blogger. Her work has now been recognised and featured in Vogue, Glamour, Stylist and many more magazines. She has 52,000 followers on Twitter, many of which are celebrities. Her Facebook boasts 17,751 likes, whilst her Instagram has 16,211 followers. By looking at all of these it is clear to see the blog is incredibly popular over all social medias. Nicole Farhi is currently working with CYBR to expand its social media platforms, and inviting Emily Johnston to the event is intelligent starting point.
Caroline Issa Caroline is the Executive Fashion Director & Publisher for Tank Magazine. Caroline is heavily involved with social media platforms, with 19,100 followers on Twitter. Her tweets are more resembling of those from a blog, which allows the audience to feel connected with her opinion. Caroline is often seen tweeting about recent shows and events she has been to, including Hugo Boss at LFW. Once more, this adds exposure to celebrities, the industry and to the Nicole Farhi event if she were to tweet about it.
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key guests Jonathan Kaya
Jonathan is the Fashion DirectorThe Gentlewoman Magazine. The magazine has profiles of fabulous women throughout time and already has 22,633 subscribers. Inviting Jonathan to the event could potentially lead to Joanna Sykes, new creative director, being featured in a story for her expansion of the brand. Jonathan is also one of the most industrious stylists in the business. He has collaborated with photographers Alasdair McLellan, Juergen Teller, Nick Knight, Liz Collins and Karim Sadli, amongst many others, and contributes to publications such as W, Fantastic Man, Visionaire, Vogue Italia and i-D. Any coverage from him could hypothetically be seen by any of these people.
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press release NICOLE FARHI #farhionline NICOLE FARHI ANNOUNCES ITS PLANS OF DIGITAL INNOVATION Today NICOLE FARHI, a global fashion destination, gets set to launch an ongoing multi platform social media campaign - a wide reaching extension of the brands already thriving reputation. NICOLE FARHI announces its move into the age of social media culminating in the brands very first digitally based event. The event is set to take place on Wednesday 18th February at Nicole Farhi’s stunning show space located at 25 Conduit St, one of London’s fashion hubs. The event will showcase the brands ambitious thought provoking digital concepts, along with the latest NICOLE FARHI AW 15/16 collection, current campaign images, and social media platforms streamed live into the event space. The event will boast some exciting extras including interactive competitions, virtual mirrors and the chance to win a timeless NICOLE FARHI piece. NICOLE FARHI will team up with Facebook at the event for an exclusive competition and the chance for one lucky person to win a NICOLE FARHI garment. There will also be an exciting twitter based competition where three lucky winners will be given the chance to help assist on shoot for the NICOLE FARHI Spring/Summer campaign. In addition to this NICOLE FARHI will hold a competition on Instagram leading up to the event. Seven bloggers will have the chance to style a NICOLE FARHI look, those who have liked the winning look will be in for the chance to accompany the blogger to the event.
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timeline Monday 19th Jan 2015 The Press pack will be sent out to editors and bloggers, includung a UBS which will present the invitaion to the event, the Press Release and event pitch. Alongside a business card for CYBR.
Mon 2nd - Fri 8th Feb 2015 On the week commencing the 2nd February Nicole Farhi will launch a social media competition using Instagram, 7 bloggers will style a look using the latest Nicole Farhi collection, The public will vote on their favourite look by liking the Instagram photo for the chance of being entered into a prize draw.
Saturday 14th Feb 2015 The winning Instagram look will be announced on Saturday 14th Feb. The people who have liked that photo will be put into a draw and one will be selected at random to accompany the winning blogger at the press event #FAHRIONLINE
Monday 16th Feb 2015 The Nicole Fahri AW 15/16 show will be held on Monday 16th Feb. This will be a chance for the public to see the latest collections giving them the insentive to come to the event, where they can see the new collection first hand. All social media platforms will be used in full force on this day, to cause a hype around Nicole Fahri, creating a buzz which will continue at the event. #FAHRIFORLFW
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Wednesday 18th Feb 2015 The publicity event will be held on Wednesday 18th February. The event will be held in the Nicole Fahri show space on Conduit Street. The Facebook competition will launch at the event and the guests will have the opportunity to vote for their favourite coat with the chance of winning that very coat. Live Twitter feeds will also be projected onto the walls during the event. #FAHRIONLINE
Monday 23rd Feb 2015 The Nicole Fahri Twitter competiton will launch Monday 23rd Feb with the aim of making #farhiexperence global. People will have to follow the Nicole Farhi Twiter and tweet #‘FAHRIEXPERIENCE along with a five word description of the brand, for the chance of winning a Nicole Fahri experience day, asssiting on the SS16 collection shoot. #FAHRIEXPERIENCE
costings event iPad Air iPad Stand Projector Drinks Canapes
individual price £399 £79.95 £325.66
quantity
total cost
4 4 3
£1596 £319.80 £976.98 £1500 £625 £5017.78
press pack Box USB Buisness Card
individual price £2.09 £5 £0.04
quantity
total cost
150 150 250
£313.50 £750 £9.99
£1073.49 Total cost for everything - £6091.27
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longevity After the initial digital re launch for Nicole Farhi, CYBR communications recognises that it is important to continue with the new strategy. It is vital in order to ensure Nicole Farhi’s online presence is always relevant and significant. Using Facebook, Instagram, Twitter and YouTube to boost brand awareness, and utilize each platform as a form of communication and promotion. Keeping each platform up to date with continually evolving and exiting content, competitions and visuals to engage consumers, will guarantee an increase in social media audience, and maintain each as a destination for exclusive content.
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At the forefront of Digital Innovation
CYBR
communications