Patricia DĂaz Manzano BA Fashion Marketing & Communication Level 5 2015-16 Fashion PR & Press Office Fashion Communication Mariana Rumayor Murrieta
Table of Contents 3
4
5
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The Brand
The Values
Current Position
Communication Strategy
9
10
11
12
Objectives
Media Pitch
Communication Tools
Annual PR Plan
14
16
17
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Activities
Budget Allocation
Media Monitoring
Conclusion
The Brand
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e/Done is a denim brand based in Los Angeles created by Sean Barron and Jamie Mazur that is known for redoing the classic Levi’s 501 jeans. They sell luxury denim for both men and women, denim that has been previously used and they disassemble them to then create more modern and contemporary silhouettes that people love.
in order to help people and make the process of searching for a perfect pair easier. Although now they sell their denim in some retail stores, their brand started off as an online e-commerce brand. They are all about individuality. This is because, as their jeans are recycled from already used jeans, there is not a single pair exact to one another. The faded denim, the torn knees, the frayed bottoms… all of them make each pair an individual and unique item.
This process is what makes them brand special and unique, of course there are hundreds of other denim brands, but none of them have the values that Re/Done has, none of them recycle the denim. Sustainability is very important to them, it is one of their main values. They use water conserving methods and no destructive chemicals.
Their main objective is to bring back the relevance of vintage brands that maybe have lost is along the way or that have been forgotten. They are planning to collaborate in the future with other brands to do the same as they have done with Levi’s like for example Hanes, with whom they have recently launched “The perfect tee” and they say leathDenim is one of the current top trends in the er jackets may also be on their way. fashion industry and everybody dies for a pair of vintage Levi’s 501, but they are not easy to find. Re/Done managed to spot this and therefore created their brand
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The Values Individuality
American Heritage
There is not one single pair of Re/Done’s that is the same to another one, they are all different. This is because they take apart the jeans and then use a template to cut the jeans with a more modern look. They are hand sown and as the jeans have been previously worn they all have a different colour and different little flaws like frayed bottom, ripped knees… Therefore every person that buys Re/Done will have a unique pair that nobody else has, something that makes that person an individual.
Re/Done uses vintage Levi’s 501, probably the most famous jeans in the world. Levi’s was born in 1853 in San Francisco, California. Ever since, the denim brand has become known all around the world and represents the American lifestyle. So Re/Done have managed to bring back this huge heritage Levi’s has and has made them even more relevant in our society.
Iconic
Sustainability
One of Re/Done’s main values is iconic. Their jeans are made out of vintage Levi’s, the best-known denim brand in the world. Also, the process they use to create their jeans is something unique to the brand, something they had been testing and perfecting for a whole year before launching the brand. The combination of these two, Levi’s and their creation process, is what makes the brand iconic and how they maintain themselves iconic.
For Re/Done one of the most important aspects is to create sustainable fashion. Sustainability in the fashion industry is increasingly growing and is something that will really help our planet, as this industry is one of the most polluting industries in the world. This is why for Re/ Done it is key enforce this aspect in their brand and help the fashion industry as a whole.
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Current Position
R
e/Done was born on July 28th 2014 and started with just two models, the relaxed straight and the straight skinny for women. Today, they do not only sell women jeans but also for men; they have 13 different models for women, including denim jackets, mini skirts and shorts, and two different models for men. They have become extremely popular in the United States and are seen on many celebrities such as Alessandra Ambrosio, Kendall Jenner, Amber Valletta, Lily Aldridge, Bella Hadid, Gigi Hadid, Chiara Ferragni, Rumi Neely… and many other people in the fashion scheme. The jeans are quite exclusive as they are sold on their website and in selected stores in New York and Los Angeles; they do not have an own store. Currently the waiting list is very extensive, on their website you are most probably going to see a “Join Waitlist”
than “Available”. All of their models are sold out in the majority of the sizes, although they restock them again. This just shows us the huge demand these jeans have, despite their high prices; they go from around 250$ to 320$. The number of denim brands around the world is very extensive, but they are the only brand that follows this concept of redoing the jeans. The demand for vintage Levi’s today is very big, and it is not easy at all to find the perfect ones in vintage store. Re/Done simplifies this process for you and creates many different models for all kinds of likes. This is why they are unique in their field, and although there are many competitors, they don’t really have anyone at their level.
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Positioning Map +Price
Classic (Typical) Design
Modern Design
-Price Re/Done Average Price: 300$
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Communication Strategy
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he communication strategy for Re/Done will consist on three main axes, the opening of their first store in New York, several collaborations with models and bloggers to create new models of jeans and the creation of the Re/Done products. With this strategy it is important to raise awareness amongst our target and create interest and desire.
We believe that we are focusing on three very strong pillars of the brand. With this strategy we want to reach the media in order to be published by the top magazines that we will be pitching and therefore reach our target audience. All of our efforts are dedicated to the media, we want to talk to our public through the media and obtain a good coverage of our activities, which will show the success of all the work we have done.
Store Opening
Collaborations
- Opeining Party
- International Bloggers
- Press Launch - Special in store event
- Models - Videos
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Creation of the jeans - Visit to factory with three editors - Story on the birth of the idea
Objectives
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ith this communication strategy our main objective is to create a community for the Re/Done customers, somewhere familiar but exclusive at the same time. This is because, up to now, the brand only sells its products online and in department stores (which only have a limited amount of items), but they don’t have a personal space where they can portray their own aesthetic and vibes.
will collaborate with top bloggers and models. We want people to see through these collaborations what the brand stands for and what is important for Re/Done as the women with whom we will collaborate represents perfectly the values of the brand.
We also want to show people the amount of attention and care that goes into the creation of the denim. As the denim is vintage, it has been used already; we want to let people know that Re/Done does everything in their hands to deliver an almost new product. Also, as the brand stands for susNew York is one of the fashion capi- tainability and uses sustainable processtals of the world and denim is very es, we want people to see and know popular there, especially vintage that through first hand information. Levi’s. With the opening of the first Re/Done store we hope to engage Overall, we want to create a strong with thee people and create a big de- image amongst the audience and cresire amongst them and attract them to ate relationships with customers and come into our store and experience also new possible ones. We want the Re/Done shopping experience. to engage with them and create a community where everyone wants With the new collaborations we want to be by creating desire through the to maintain the Re/Done image of exclusivity of the Re/Done items. a classic cool girl, which is why we
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Media Pitch
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or the media pitch, we will be pitching both Offline and Online press. They are both equally important as having Offline coverage gives the brand more prestige, but also it is key to be online as we live in a digital era and our target is very familiar with the Internet and is connected all the time. Pitching the right media is very important, as we want to direct our communication to our target; therefore we have to address the media our customers read.
Some of our pitches have both Offline and Online platforms and both are useful for Re/Done so we will be using both of them. For the rest, we are looking for fashion savvy platforms that are quite commercial, we don’t want to focus on extremely niche and alternative medias that are directed to a very narrow target; Re/Done, although it is quite exclusive because of its price, is directed to a wider audience.
ONLINE
OFFLINE
- Vogue.com
- Vogue 1 page Circulation: 1.267.754
- Haprersbazaar.com - WWD.com - The Coveteur - Nymag.com
- Elle 1 page Circulation: 1.112. 242 - Harper’s Bazaar 1/2 pages Circulation: 737.052 - W Magazine 1/2 pages Circulation: 458.873
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Communication Tools Press Kit
Look Book
The Press Kit is one of the key elements of our communication tools. This will represent the whole image of the brand so it is very important to create a good and coherent Press Kit. It will include a brief history of the brand, representative and informative images such as images of the creation of the jeans and images of the backstage at photo shoots, images and a short description of each of the collaborations Re/Done has done, a pen drive with the new videos for the new collaborations, examples of advertising campaigns, the Look Book and our Social Media accounts.
The Look Book, which will be included in the Press Kit, is also a very important element for us. It will have a special section in the Press Kit because Re/Done is a very product-focused brand, they only sell one type of product and they don’t do a lot of advertising, the jeans and the way they are done are the advertising. With it, the press and buyers will be able to perfectly see all of the Re/Done products.
Interviews
Some interviews with the collaborators will be done and then published on some of the Press Release media we have pitched. They will talk about their experience with the brand, what it means We will be pitching some of the top maga- to them, what they like the most about the zine editors in order to be published in their brand… This helps attract the customer’s atmagazines, both online and offline. There will tention, as these people are icons to the Re/ be several press releases throughout the year, Done audience and really attracts their interest. which will talk about the different events that will be taking place. This is a key element for us, as it will give information to our audi- Gift Bag ence, new information from our event, which they weren’t able to experience first hand. All of the press will receive a gift bag in ad-
Videos We will be doing some videos in order to attract the audience attention in a different way, something more visual and dreamy. One of the videos will be a backstage video of the design process of the jeans Re/ Done made with thee four collaborators and also four more videos with each one of the collaborators talking about their new jeans.
dition to the Press Kit. This gift will only be given to the press that will be coming to visit the Re/Done factory in Downtown Los Angeles. The gift bag will consist of an exclusive Re/Done T-shirt, a 10% discount card to use at the new store in New York and an exclusive video of the design process of the jeans created with our collaborators.
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Annual PR Plan JANUARY
FEBRUARY
MARCH
- Media selection - Press Release
- 1st collaboration – Aimee Song (Blogger) - Press release (Online)
- Editorial negotiation - Save the date invitation (Store Opening)
APRIL
MAY
JUNE
- 2nd collaboration – Martha Hunt - Press release (Online)
- Store Opening in New York - Press release (Print) - Post-opening monitoring
- 3rd collaboration – Rumi Neely (Blogger) - 1 page press release (Print) - Press release (Online)
JULY
AUGUST
SEPTEMBER
- Special in store event (Personalize your own jeans) - Press release (Online)
- 4th collaboration – Bella Hadid (Model) - 1 page press release (Interview) (Both Print & Online) - Vogue
- Trip with press to LA factory - Press release – Creation of Re/ Done jeans (Print) - Story at the factory (The Coveteur)
OCTOBER
NOVEMBER
DECEMBER
- Press conference with the 4 collaborators - Launch of video series with collaborators
- Exclusive photo shoot publication in top magazine (Photo shoot with the 4 collaborators)
- Annual coverage report
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Collaborators Aimee Song
Martha Hunt
Rumi Neely
Bella Hadid
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Activities The Store Opening
Collaborations
The new store in New York will open May 9th and will be the first ever store of the brand. The event will take place from 5pm to 12am and there will be a catering serving appetizers and drinks and around 9pm bigger meals will be served, although not too big because everyone will be standing up; there will be tall tables with some stools but not everyone will be able to sit as the store is not big enough to arrange so many tables.
There will be four different collaborations throughout the year; two with of them with fashion bloggers and the other two with models. Re/Done has done many collaborations with different kinds of people, collaborations where these people create their own new model of jeans. For example, Elsa Hosk collaborated with the brand to create a flared pair of jeans which were named after her, ˝The Elsa”. This was the same case as with blogger Leandra Medine, who created “The Press will be invited and there will be an exclu- Leandra”. sive area for them to access in order to interview the owners of the brand. The event will be The collaborations we will be doing this year open to the public but, as the entrance is limit- will be with bloggers Aimee Song from Song ed, there will be a guard controlling the amount of Style and Rumi Neely from Fashion Toast, of people entering and leaving the store. and models Martha Hunt and Bella Hadid.
Special In Store Event
Trip With Press
During the month of July we will have an event directed to the audience where you can come into the store and personalize your own jeans. There will be material such as studs, patches, embellishments… available for people to use when personalizing their jeans. There will be music playing to maintain a cool and young environment and a photographer to capture all of the moments. Some selected press will be invited to this small event, but not as many as the amount that was invited to the store opening.
During the month of September there will be a trip from New York to Los Angeles with three editors to see the Re/Done factory and for them to see the whole creation process of the jeans. Three top editors form three top magazines will be invited. These magazines will be online magazines as the coverage will be more immediate, but one of them has both Online and Offline versions so the story will be covered in both versions of the magazine. The editors will be from Vogue, WWD and The Coveteur. The Coveteur is known for their photographic stories so therefore they will publish a story based on pictures of the trip to the factory and visiting the brand’s Head Quarters.
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Activities Interviews
Photo Shoot
We will do a special interview with our last collaborator, Bella Hadid as she is the most well known person out of our four collaborators. The interview will be published on Vogue and Vogue.com. There will also be another interview with the creators of the brand where they explain hoe they came up with the idea for the concept of the brand. This interview will take place during the trip with press to Los Angeles.
Also, there will be a photo shoot with our four collaborators, each one of them wearing the jeans they created for Re/Done, which will be published in Elle magazine. This photo shoot is very important as it will be showing the four collaborators all together and will really represent the vibe and the aesthetic of the brand.
Press Release
Press Conference
There will be several press releases throughout the year. The first one will be during the month of January talking about the brand and several activities from the past year. After that, there will be a press release after the launch of every collaboration talking about the new person who will be representing the brand. There will also be press releases in several top magazines after the store opening and the in store event and also after the trip with the press.
There will be a press conference in the new store in New York with all of the four collaborators. We will invite some press and open questions to them so that they can get first hand information from the new brand representatives, the new collaborators.
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Budget Allocation Store opening event – 15,000 • • • • • •
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Catering – 3.000 Music (Dj) – 1.500 Hostesses – 2.500 Photographer – 2.000 Decoration – 2.000 Furniture Rental – 3.500 Invitations – 500
Trip from New York to LA with 3 editors – 7,500 • • • •
Plane Tickets – 1.500 x3; 4.500 Lunch, Dinner & Breakfast – 1-500 One night stay at hotel – 300 x 3; 1.100 Transportation (Taxis) – 400
Special in store event – 4,500 • • • •
Music (Dj) – 1.000 Hostesses – 1.500 Photographer – 1.000 Decoration – 1.000
Communication Tools – 13,000 • • • •
Press Kit – 3.000 Look Book – 2.000 Gift Bag – 1.000 Videos – 7.000
Budget: 40,000€
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Media Monitoring (ROI) Expected Coverage - Vogue: 1 page 172.821€ - Elle: 1 page 155.468€ - Harper’s Bazaar: 1/2 page 96.829€ - W Magazine: 1/2 pages 71.225€ 172.821 + 155.468 + 96.829 + 71.225 = Total: 496.343 Initial Budget: 40.000€ ROI: 496.343 / 40.000 = 12,4 times the investment
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Conlusion
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he objectives of this whole PR strategy have been present throughout the whole execution of the project. The use of communication tools is key here in order to address the media and be published by them. This has been one of the biggest objectives, to be able to reach the media properly to receive the desired amount to coverage.
For a brand like Re/Done, which is very product focus it is key to develop some alternative storytelling that will give the brand an extra push and we think we have managed to do this though our collaborations. All of the communication tools that we have used throughout the year are necessary, in combination, to reach our goal, which is basically to promote our brand through the medias that will reach our target audience. Looking at the ROI we can see that our efforts will be paid back and that we have successfully achieved our objectives. We have really tried to address the right media and delivered the right communication tools according to our strategy. Overall, we believe this is a coherent strategy and that our plan is a successful one that attracts the media and also the customers.
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Bibliography Fashionista.com. N.p., 2016. Web. 5 June 2016. “Are These The Perfect Jeans?”. Vogue UK. N.p., 2016. Web. 5 June 2016. “Authentic And Vintage Levi’S, RE/DONE”. Levi Strauss. N.p., 2015. Web. 5 June 2016. “Always Liked Mom-Jean Levi’s, But Thought They Fit Weird? This Might Change Everything”. Refinery29. N.p., 2015. Web. 5 June 2016. “Develop A PR Editorial Calendar For Pitching Media | Fashion PR Public Relations | PR Couture”. Fashion PR Public Relations | PR Couture. N.p., 2012. Web. 5 June 2016. “ELLE Media Kit”. Ellemediakit.com. N.p., 2016. Web. 5 June 2016. “Harpers Bazaar Media Kit”. Harpersbazaarmediakit.com. N.p., 2016. Web. 5 June 2016. “RE/DONE Altered 501´S - Outi Les Pyy”. Outi Les Pyy. N.p., 2016. Web. 5 June 2016. “Vogue – Media Kit Print | Condé Nast”. Condé Nast. N.p., 2016. Web. 5 June 2016. “W – Media Kit Print | Condé Nast”. Condé Nast. N.p., 2016. Web. 5 June 2016.
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