Annual Communication Plan for Paul Smith

CWK1 Jaime Romeu, Mauricio O Brien

Patricia Payรก Guillot BA Fashion Marketing & Communication

Level 6, 2018/2019 6FAMK005CBAFM001 Communication Techniques and Strategy 3

LIFE

YOUR

TUNE

INDEX 1- INTRODUCTION 2- LUXURY TRENDS 3- OBJECTIVES 4- COMMUNICATION STRATEGY 5- MEDIA PLAN 6- PR PLAN 7- EVENTS 8- CROSS EXPERIENTIAL MARKETING 9- CONSUMER ENGAGEMENT 10- SPONSORING AND PRODUCT PLACEMENT 11- THE TEAM 12- BUDGET 13- YEAR CHRONOGRAM 14- ANNEX: INITIAL BRIEF 15- BIBLIOGRAPHY

Figure 1: Paul Smith campaign, Paul Smith

Figure 2: Harry Styles, Pinterest (2016)

1

INTRODUCTION

The name Paul Smith, born in Nottingham, is an iconic name, a world icon of fashion and style.

For Paul Smith, simplicity prevails in his designs, although elegance is the main ingredient in all his collections. Each of the brand stores is a reflection of his personality and character. This brand designs garments for men and women with style, simplicity and elegance.

Although it retains a simple line, some of its designs are also innovative and with sense of humor.

He started designing clothes for men and his first collection was launched in 1976 in Paris under the Paul Smith brand. It was in 1993, when the first collection for women was created.

Currently, the English brand has lost many of the loyal clients it had. Because as Smith (2018) states “having a business that relies on suits is something of a risk, as men’s fashion shifts towards more casual looks.� With this campaign our main aim is to recover these consumers through a relaunch process made by Paul Smith in our key market, UK. Paul Smith is moving and adapting to a new era, he wants to reconnect with the primary target and also connect with the secondary one, with the new generations of men and women who are changing the world mentally and technologically, but mostly with men.

And one of the best ways to connect with consumers is music. Because music is timeless, and is about the lifestyle, the politics, the issues in the community. Also, music has been always very influential.

This communication plan created by the brand includes all the activities that will take place after 2018 in order to target men and women, both middle-age and millennials.

The participation of our new ambassador Harry Styles and many other music influencers will be crucial within this communication plan.

2

LUXURY TRENDS

Figure 3: Paul Smith campaign, Paul Smith

ARTIFICIAL INTELLIGENCE

ASOS Visual Search After the launch in the United Kingdom last August, the online fashion sales platform Asos is implementing its visual search tool ‘Style Match’ worldwide. The function can be used through the mobile app of Asos and relates photographs with products from the catalog of the British company.

Figure 4: Asos Visual Search, Limely (2017)

ARTIFICIAL INTELLIGENCE

TOMMY HILFIGER IBM has teamed up with Tommy Hilfiger and The Fashion Institute of Technology (FIT) Infor Design and Tech Lab on a project called Reimagine Retail.

The aim is to show how Artificial Intellingence capabilities can give retailers an edge in terms of speed, and equip the next generation of retail leaders with new skills using AI in design

Figure 4: Tommy Hilfiger jacket, Analytics Vidhya (2018)

Figure 5: Tommy Hilfiger jacket, Analytics Vidhya (2018)

PERSONALIZATION

H&M and GOOGLE Coded Couture Coded Couture is the Ivyrevel project that uses our daily activity for a week to make each dress unique Passing these data by an algorithm, from Ivyrevel they will create the dress that will be sent to the client after its final preparation.

The dress will vary in length, colors and even the pattern and the color notes around it that will carry our daily routes.

Figure 6: Coded Couture, Youtube (2017)

Figure 7: Coded Couture, Youtube (2017)

LIFESTYLE EXPERIENCE BRAND EXTENSION

BVLGARI Bulgari has opened the most exclusive and luxurious hotel in Dubai, and therefore the most expensive; It is the fifth luxury resort of the iconic Italian firm.

In addition to the main building, the resort has a series of luxurious Mediterranean-style villas and a yacht club also inspired by classic Italian marinas.

Figure 8: Bvlgari Resort Dubai, LVMH (2018)

Figure 9: Bvlgari Resort Dubai, LVMH (2018)

LUXURY FASHION MEETS MUSIC

RAYMOND WEIL Music Icons Luxury Swiss watchmaker Raymond Weil is showing its love for music without fear. Raymond Weil’s love for music has been materialized in a new collection called: “Music Icons”. In this collection, the brand collaborates with many of the most emblematic names of music, as AC/ DC or Marshall showed below.

Figure 10: Raymond Weil AC/DC watch, Man of Many (2018)

Figure 11: Raymond Weil AC/DC watch, Man of Many (2018)

IN-STORE EXPERIENCE

ADIDAS Luxury Swiss watchmaker Raymond Weil is showing its love for music without fear. Raymond Weil’s love for music has been materialized in a new collection called: “Music Icons”. In this collection, the brand collaborates with many of the most emblematic names of music, as AC/ DC or Marshall showed below.

Figure 12: Adidas store, QUARTZ (2017)

Figure 13: Adidas store, QUARTZ (2017)

POP UP STORE

LOUIS VUITTON Louis Vuitton opens a Pop-Up store in Beijing SKP to present the Fall-Winter 2018 Men’s Precollection.

Figure 14: LV Pop up, Louis Vuitton (2018)

COLLABORATION

MOSCHINO The most anticipated collaboration of 2018 has been Moschino (TV) H & M. It combines pop culture, urban fashion, logos and glamor.

The announcement was made through a live video that Moschino creative director, Jeremy Scott, and Gigi Hadid made in the H & M Instagram profile. The video was also screened on various screens of the annual festival that Moschino celebrates at the Coachella festival.

Figure 15: Gigi Hadid in Moschino, Harper’s Bazaar (2018)

3

Figure 16: Dua Lipa, Just Jared (2018)

OBJECTIVES

· Generate brand awareness · Increase sales volume · Reconnect with the primary target · Attract millennials, the secondary target · Blend properly Fashion, Music and Technology · Position the brand in the UK market · Create extraordinary connection and unique experience using 3.0. , 4.0. and 5.0. communication techniques · Promote and communicate brand values · Create a powerful brand image through the communication plan · Generate great ROI

THE STRATEGY The 3 stages in a Communication Plan:

Launching

2020 - 2022

OBJECTIVES - Launch “Tune your life� campaign in the UK market.

- Reconnect emmotionally with the primary target and connect with millennials in the same way.

- Create a new storytelling inside the Paul Smith company blending fashion, music and technology.

- Create a revolution inside the UK market.

- Position as one of the top trendy brands nowadays.

Positioning

2022 - 2024

Consolidation

2024 - 2026

Figure 17: Harry Styles, We heart it

4

C O M M U N I C AT I O N STRATEGY MEDIA RELATIONS & MEDIA PLAN Target Media: Print Target Media: Online Target Media: Social Media PR PLAN Brand Testimonial: Harry Styles Brand Embassadors: Dua Lipa and Sam Smith Leader Opinions & Influencers EVENTS Fashion Show: Tune your life Charity event: A hero in me Fabulous event: an opera dinner by Paul Smith Opening store: Fashion meeting Tech CROSS EXPERIENTAL MARKETING Paul Smith x Apple Airpods CONSUMER ENGAGEMENT The Paul Smith Hotel London Paul Smith Grooming The App: Paul Smith Club SPONSORING & PRODUCT PLACEMENT Sam Smith “Pray” Videoclip BRIT Awards 2020

Figure 18: PS by Paul Smith’s SS17, Dazed (2016)

THE MEDIA PLAN The Media Plan includes all the different channels both online and offline used in order to promote Paul Smith and the “TUNE YOUR LIFE� new collection through main stories, special stories, publicity, advertising and editorials.

Figure 19: Harry Styles, We heart it

OBJECTIVES

· Launch “TUNE YOUR LIFE” collection on the Media, mostly UK. · Generate brand awareness. · Merge Paul Smith and music through Media.

KEY MESSAGES

· Paul Smith appeals to elegant and modern men and women interested in fashion, and music. · Invitation to become part of the exclusive Paul Smith community.

TARGET MEDIA

· Media directed toward stylish men and women (middle-aged and millennials) interested in fashion and music, but mostly toward men. · Media about Fashion, art and culture.

MEDIA ACTIVITIES

· · · · ·

Publicity (PU) Main Stories (MS) Special Stories (SS) Advertising (AD) Editorials (ED)

TARGET MEDIA: PRINT

i-D Magazine PU: Press Release about new collection mentioning Paul Smith brand.

MS: Paul Smith’s outfit coverpage.

SS: Paul Smith blending fashion and music.

AD: Tune your life campaign ad.

ED: Fun, colorful & trendy photoshoots with pieces from Tune Your Life collection.

Figure 20: Rihanna in I-D, Fashiondailymag (2015)

GQ Magazine PU: Press Release about new collection mentioning Paul Smith brand.

MS: Harry Styles coverpage wearing Paul Smith.

SS: Harry Styles: Paul Smith’s new image.

AD: Tune your life campaign ad.

ED: Stylish, modern & elegant photoshoot with pieces from Tune Your Life collection.

Figure 21: Harry Styles in GQ, Imagenesmy

Another Man Magazine PU: Press Release about new collection mentioning Paul Smith brand.

MS: Harry Styles coverpage wearing Paul Smith.

SS: The new campaign of Paul Smith interaction.

AD: Tune your life campaign ad.

ED: Stylish, modern & elegant photoshoot with pieces from Tune Your Life collection.

Figure 22: Harry Styles coverpage, Another Man (2017)

Esquire Magazine PU: Press Release about upcoming events of Paul Smith brand.

MS: Pharrel Williams coverpage wearing Paul Smith.

SS: Sam Smith sharing Paul Smith story.

AD: Tune your life campaign ad.

ED: Stylish, modern & elegant photoshoot with pieces from Tune Your Life collection.

Figure 23: Pharrel Williams in Esquire, Amazon (2017)

TARGET MEDIA: ONLINE

Net-a-porter ED: Elegant and modern photoshoot.

AD: Images from Paul Smith’s ad campaign.

PU: Press Release about new collection mentioning Paul Smith brand.

MS: Harry Styles photoshoot wearing Paul Smith.

SS: The new campaign of Paul Smith interaction.

Figure 24: Net-a-porter, Jing Daily (2013)

GQ SS: showing more images about the offline Special Story with Harry Styles AD: Paul Smith ad showing the concept of Tune Your Life.

PU: Press Release about upcoming events of Paul Smith brand.

MS: Harry Styles photoshoot wearing Paul Smith.

Figure 25: GQ online, Paul Gorman (2015)

i-D SS: Video about Harry Styles on being the Paul Smith’ campaign new image.

ED: Trendy and modern looks.

AD: Tune your life campaign ad.

PU: Press Release about new col- lection mentioning Paul Smith brand.

MS: Paul Smith photoshoot wearing Paul Smith.

Figure 26: i-D, i-D magazine(2018)

V-Man SS: Harry Styles partnering Paul Smith in the Tune Your Life new campaign.

ED: Elegant and trendy looks.

AD: Tune your life campaign ad.

PU: Press Release about new collection mentioning Paul Smith brand.

MS: Paul Smith’s outfit photoshoot.

Figure 27: V-Man online, V-Man (2018)

TARGET MEDIA: SOCIAL MEDIA The online social media campaign will be based on the following platforms: Instagram, Facebook and Twitter.

INSTAGRAM: this will be our main platform, where it will be published every day in both the Paul Smith feed and the insta stories.

Harry Styles, Sam Smith and Dua Lipa will be the main characters.

This social media satisfies our two targets.

FACEBOOK: This platform will be more oriented to publish articles and videos of the campaign, and not so much in publishing images daily. This social media is key to generate traffic in our online website, since access is easier. Facebook will be mainly focused on our primary target.

TWITTER: Twitter is very fashionable to generate opinions and conversations nowadays. We will use this tool to maintain a closer contact with our followers and improve our relationship.

THE PR PLAN The PR Plan of Paul Smith “Tune Your Life� new campign details all the spokepersons that are going to be used as brand testimonial, brand embassadors and influencers.

Figure 28: Dua Lipa, Last FM (2017)

OBJECTIVES

· Choose the perfect people for the Paul Smith new image, that shares our values and are capable of influence our target. · Generate brand awareness with the PR Plan · Find the proper brand testimonial, embassadors and influencers. · Use the PR to generate a strong relationship with customers.

KEY MESSAGES

· Paul Smith appeals to elegant and modern men and women interested in fashion, and music. · Invitation to become part of the exclusive Paul Smith community troughout the brand’s PR.

TARGET MEDIA

· Stylish men and women (middle-aged and millennials) interested in fashion and music, but mostly toward men. · People that shares our values.

TYPE OF PEOPLE

· Testimonial · Embassadors · Opinion leaders & Influencers

BRAND TESTIMONIAL HARRY STYLES Harry Styles is a British artist, composer and actor. He was born on February 1, 1994 in Cheshire, United Kingdom.

What does he have that other stars of his age do not have? Recall that the millennial generation is one that is strongly divided.

While the half follow youtubers who do not propose much or intend to generate a real impact on the world; the other half is in the streets demanding that their rights be fulfilled and fighting for the noblest causes. These are the seconds that are in a constant search for people who represent them in the world of entertainment. Names that share their ideals, that use their influence with consciousness. And Harry Styles is one of them. An example oh that: he supports the rights of the LGBT + community, raising funds and giving visibility.

Figure 29: Harry Styles, Her Campus (2018)

In addition, Harry Styles, apart from being a British singer adored by millennials, has become an icon of fashion. The ease of his hair, the rockstar of his body language or his total rebellion against gender standards; The cool factor of Harry Styles is impossible to deny.

Paul Smith has chosen Harry Styles as his testimonial of the new collection “Tune your life” because the company thinks that he perfectly shares the brand values and that he will be crucial to engage millennial consumers.

What we want

What we offer

· Concerts, videoclips and events appearences wearing Paul Smith’s clothes.

· Big economical compensation.

· Harry Styles representing the 100% of the brand. · The testimonial has to give interviews supporting Paul Smith. · Promote the brand in Social Media and therefore influence his followers.

Figure 30: Harry Styles, Her Campus (2018)

· Media exposure and promotion. · Unlimited free garments of Paul Smith. · The opportunity to be part of the brand and make important decisions. · Become the top singer fashion icon in UK. Figure 31: Harry Styles, Her Campus (2018)

Figure 32: Harry Styles, Her Campus (2018)

BRAND EMBASSADOR SAM SMITH Sam Smith is a British singer and composer born in London.

Sam Smith is the perfect choice of the ambassador since he shares the same values that the brand wants to transmit. And he also fits perfectly with the new launching campaign. The singer published his sexual orientation a few years ago and has already become one of the biggest influential person of the community nowadays.

Sam Smith always stands out for his elegance on stage and for his outfits, which have become a British reference.

This first ambassador of Paul Smith is strategically chosen to attract our primary target, especially middle-aged men who are elegant but follow fashion trends.

Figure 33: Sam Smith, Just Jared (2017)

Figure 34: Sam Smith in concert, The Straits Time (2018)

What we want

What we offer

· Concerts, videoclips and events appearences wearing Paul Smith’s clothes.

· Economical compensation.

· Sam Smith representing the the brand. · Sam Smith has to support the brand giving interviews. · Promote the brand in Social Media and therefore influence his followers.

· Media exposure and promotion. · Free garments of Paul Smith. · The opportunity to be part of the brand community forever. · Become one of the top singers fashion icons in UK.

BRAND EMBASSADOR DUA LIPA Dua Lipa, born in London in 1995, is a British singer, composer and model.

If there is an artist who has been a global success in 2018, this has been Dua Lipa. The artist has only been in music for 3 years and has already become an international star. Among her musical hits, highlights New rules, IDGAF or One kiss. In addition, throughout this year, the singer has become the most heard female artist of Spotify. Moreover, Dua Lipa stands out for empowering women in all the work she does.

But she does not only stands out for her music, she has become a global inspiration in fashion styling. Her style seems to have a great influence of the 90s.

She dresses elegant, modern, stylish and with a lot of color in her clothes.

Figure 35: Dua Lipa in Glasgow, Got Celeb

This embassador is strategically chosen to attract our secondary target, millennials.

Figure 36: Dua Lipa, Pinterest (2018)

What we want

What we offer

· Concerts, videoclips and events appearences wearing Paul Smith’s clothes.

· Economical compensation.

· Dua Lipa representing the the brand. · Dua Lipa has to support the brand giving interviews. · Promote the brand in Social Media and therefore influence her followers.

· Media exposure and promotion. · Free garments of Paul Smith. · The opportunity to be part of the brand community forever. · Become one of the top singers fashion icons in UK.

OPINION LEADERS & INFLUENCERS Opinion Leaders have always existed and brands have tried to use them to promote their products or services and even to improve their image. But with the arrival of social networks and the proliferation of mobile devices, these figures have increased their importance in the marketing and communication strategies of companies.

Paul Smith will use opinion leaders to promote the new “TUNE YOUR LIFE” campaign.

The selected opinion leaders will be directly or indirectly related to both fashion and music.

On the other hand, influencers will also be used. These influencers have to be potentially influential in our key market, be stylish, elegant and modern. In addition, they will have to share the values of the brand in their social networks.

What we want

What we offer

· Appareances on the events created by Paul Smith.

· Economical compensation.

· Use the Social Media tool in order to promote Paul Smith new campaign. · Talk about the brand inside offline and online media. · Generate brand awareness and attract new consumers. · Create a community of Paul Smith and increase loyalty.

· Media exposure and promotion. · Clothing gifts. · Assit to the most priviledge events and parties in UK.

Lorenzo Posocco

Pharrell Williams

Alexa Chung

Fashion Opinion Leader

Men’s Fashion & Music Opinion Leader

Woman’s Fashion Influencer

Figure 37: Lorenzo Posocco, Instagram (2018)

Figure 38: Pharrell Williams, Viste como Pharrell

Figure 39: Alexa Chung, The Telegraph (2018)

London-based stylist His celebrity clientele includes Dua Lipa, Troye Sivan, and Rosie Huntington.

British singer, composer, producer & Fashion Icon i am OTHER creator partnering Adidas

British “it girl” The most stylish woman in the United Kingdom by the British Fashion Awards (2011 & 2013)

Jim Chapman

Megan Ellaby

Joe Alwyn

@jimchapman Men’s Fashion Influencer

@meganellaby Woman’s Fashion Influencer

@joe.alwyn Men’s Fashion Influencer

Figure 40: Jim Chapman, Square Mille (2016)

Figure 41: Megan Ellaby, Instagram (2018)

Figure 42: Joe Alwyn, Instagram (2018)

British / 2.3M followers

British / 189k followers

British / 175k followers

He’s always in the London Fashion Week front row .

Contributing editor for GQ Listed in the top of GQ’s “Best Dressed Men in Britain”.

She has collaborated with many top brands including Next and Tommy Hilfiger.

She spread the image of the brand.

British model and actor.

He has done appareances in GQ, Esquire, L’officiel, L’uomo or Hero Magazine.

He’s now Taylor Swift’s boyfriend.

THE EVENTS The following section points the events that will be created for the years 2020 and 2021 in order to promote the brand in media, within clients and insiders.

Figure 43: Harry Styles, Pinterest (2018)

OBJECTIVES

· Promote “TUNE YOUR LIFE” collection, mostly in UK. · Generate brand awareness and conversation revolving the brand Paul Smith · Media recognition regarding the events created by Paul Smith · Generate great ROI

KEY MESSAGES

· Paul Smith appeals to elegant and modern men and women interested in fashion, and music. · Invitation to become part of the exclusive Paul Smith community.

PEOPLE INVOLVED

· Brand testimonial, embassadors, opinion leaders and influencers. · Artists and celebritites. · Entrepeneurs and buyers.

EVENTS ORDER

· · · ·

Fashion Show Charity Event Fabulous Event Store Opening

FASHION SHOW

LONDON

The Fashion Show is the starting point of this new image of Paul Smith.

It will be the first event that the brand will do because it generates the most social impact. What is presented in this fashion show is the new communication strategy by Paul Smith, sharing the storyline, core message and brand promise.

This event is crucial for the proper development of the brand launching, since many eyes will be on this event.

Some models of this Fashion Show will be recognised singers worldwide. Harry Styles will open the show modelling and close it singing a song in the parade wearing Paul Smith new collection.

WHEN February 18th, 2020.

PLACE Royal Albert Hall outsiders.

Because it is one of the most emblematic theaters in London. It organizes events throughout the year among which music highlights. And The Fashion Awards is one of the sophisticated events inside this building.

CREATIVE CONCEPT “Tune your Life�.

INVITEES Brand testimonial, brand embassadors, celebrities, magazine editors, buyers, opinion leaders and influencers will be present during the fashion show event.

CHRONOGRAM

INTERVIEW PLAN

MORNING: press (11:00 to 13:00) AFTERNOON: fashion show (18:00 to 18:45)

Paul Smith: GQ, Esquire, i-D, Another Man.

MEDIA STRATEGY Media discussing about how the brand has incorporated music celebrities into the new campaign and used them as models in the fashion show. And also about Harry Styles singing in the parade.

FOLLOW UP Press release made for all the journalists who didn’t attend the fashion show so they can coverage the brand anyway and therefore give more Paul Smith’s new campaign awareness.

Editors in chief, fashion and music editors, publications and VIP stylists.

Fashion, social and culture publications.

Figure 44: The Fashion British Awards, Shift London (2017)

Event mood

Figure 45: The Fashion British Awards, NSS Magazine (2017)

Figure 46: The Fashion British Awards, Royal Albert Hall (2018)

Tune your life

Figure 47: Harry Styles, Los Angeles Daily News (2014)

Figure 48: Harry Styles, Billboard (2017)

EVENT MOOD

SPONSORS

A fashion show inspired in a red carpet plenty of celebrities, more concretely in The Fashion Awards located in the same space as the Paul Smith’s fashion show.

Institutional: Royal Albert Hall Main: Masserati Commercial: Belvedere Technical: Gresham Tech

Big lights and music should create an audiovisual experience that no one is going to forget.

GUEST

MOODBOARD

· Brand testimonial, embassadors, opinion leaders and influencers.

A moodboard to get a general mood and idea of the fashion show event has been done.

· VIP Artists and celebritites. · Entrepeneurs and buyers.

Pharrel Williams

Shawn Mendes

Figure49: Pharrell Williams, Viste como Pharrell (2010)

Figure 50: Shawn Mendes, Pinterest

Figure 51: Dua Lipa, Pinterest

Figure 52: Sam Smith, Pinterest

Dua Lipa

Jim Chapman

Figure 53: Jim Chapman, Square Mille (2016)

Sam Smith

Alexa Chung

Figure 54: Alexa Chung, The Telegraph (2018)

Figure 55: The Fashion Awards 2018, The Fashion Awards (2018)

INVITATION The invitation of the fashion show will be an introduction of what the attendees of the event are about to witness.

It is a way of creating expectation to the person.

The invitation is inspired by vintage concert tickets from years ago. This invitation will create nostalgia in the one who receives it, thus approaching our primary target emotionally.

Collection Fall Winter 2020 Tuesday 18th at 18:00 Place: Royal Albert Hall London SW7 2AP

Figure 56: Vintage concert ticket, We Love Solo (2016)

CHARITY EVENT

LONDON

Charity events are indispensable to be recognized as a luxury brand.

The charity event will be a concert organized by Paul Smith and supported by the Child’s Dream Foundation.

Child’s Dream Foundation is a non-profit charitable organization founded by Daniel Siegfried and Marc Jenni in 2003. The foundation is dedicated to empowering children, youth and marginalized communities in the Mekong sub-region of Myanmar, Laos, Thailand and Cambodia.

Apart from collecting the money from the tickets, T-shirts with the logo of the brand, the collection and the concert name will also be sold.

WHEN June 10th, 2020.

PLACE Somerset House.

It is one of the great historical buildings of Great Britain, located in the central London spectacular location.

In addition, here takes place the Somerset House Summer Series festival in July.

CREATIVE CONCEPT “A hero in me”.

INVITEES Brand testimonial, brand embassadors, celebrities, magazine editors, buyers, opinion leaders and influencers will be present during the charity event.

CHRONOGRAM

INTERVIEW PLAN

MORNING: press (11:00 to 13:00) AFTERNOON: charity event (16:00 to 19:00)

Brand testimonial: Esquire Brand embassadors: GQ and Another Man.

MEDIA STRATEGY

FOLLOW UP

Collect money for marginalized children and youth.

Press release made for all the journalists who didn’t attend the charity event so they can coverage the brand anyway and therefore give more awareness to Paul Smith’s new campaign and charity event.

Media discussing about the huge impact of the concert on the foundation benefits.

Editors in chief, fashion and music editors, publications and VIP stylists.

Figure: Child’s Dream, Child’s Dream Org

Figure 57: Somerset House, Somerset House (2018)

Event mood

Figure 58: Somerset House Summer Series, London Town (2018)

Figure 59: Somerset House Summer Series, Time Out (2015)

A hero in me

Figure 60: Coldplay, The Vinyl Trip (2016)

Figure 61: Robbie Williams, 800 noticias (2016)

EVENT MOOD

SPONSORS

The charity event will be a concert at one of the most emblematic spaces in London: Somerset House.

Most recognised British artists will be performing in this concert in order to give more awareness.

Every singer will be wearing Paul Smith clothes.

Institutional: Somerset House Main: Apple Music Commercial: Don Perignon Technical: Gresham Tech

GUEST 路 Brand testimonial, embassadors, opinion leaders and influencers. 路 VIP Artists and celebritites.

MOODBOARD A moodboard to get a general idea of the charity concert.

路 Everyone who buys the ticket. 路 Media journalists Pharrel Williams

Shawn Mendes

Figure 68: Black t-shirt, Vexels (2008) Figure 62: Pharrell Williams, Viste como Pharrell (2010)

Figure 63: Shawn Mendes, Pinterest

Figure 64: Dua Lipa, Pinterest

Figure 65: Sam Smith, Pinterest

Dua Lipa

Jess Glynne

Figure 66: Jess Glynne, Basic Magazine (2016)

Sam Smith

Chris Martin

Figure 67: Chris Martin, TV Guide

Figure 69: The Fashion Awards 2018, The Fashion Awards (2018)

Figure 70: The Fashion Awards 2018, The Fashion Awards (2018)

INVITATION

EVENT APP

The invitation of the charity event will be an introduction of what the attendees of the event are about to witness.

It is a way of creating expectation to the person.

The invitation is inspired by a festival line up and will be gave to the VIP people.

CHARITY CONCERT Mr. George Huston PAUL SMITH INVITES YOU TO THE EVENT “A hero in me” Paul Smith & Child’s Dream Foundation Music, fun and fashion

HARRY STYLES SAM SMITH

Somerset House

DUA LIPA

June 10th 2020; 16:00 h

ROBBIE WILLIAMS PHARRELL WILLIAMS JESS GLYNNE COLDPLAY NIALL HORAN

Figure 71: Somerset house Summer Series, Gigslutz (2018)

Once people have their tickets, they can register into the new app made exclusively for the event.

This app will help the attendees make the most of their experience and will also increase collaboration.

FABULOUS EVENT

LONDON

The fabulous event will be designed by Paul Smith in order to promote the brand and the new campaign launch. Our intention is to connect with Paul Smith’s clients, providing them a unique experience.

The event will be very exclusive and elegant so that our clients feel important. To follow the line of the new image of Paul Smith, blending fashion and music, the dinner will be inspired by one of the most exclusive events in the history of music, the Opera.

For this reason, the event will be held in one of the most important venues in London, The Royal Opera House, home of the Royal Opera Company and the Royal Ballet of England.

During dinner, some artists will play classical music in the background. And when the dinner is over, some singers will perform opera songs and ballads for all the guests.

This concert will end with the appearance on stage of our Global Brand Embassador, Sam Smith.

WHEN September 20th, 2020.

PLACE Royal Opera House.

CREATIVE CONCEPT “An opera dinner” by Paul Smith.

INVITEES Brand testimonial, brand embassadors, celebrities, opera singers, magazine editors, buyers, opinion leaders and influencers will be present during the fabulous event.

CHRONOGRAM

INTERVIEW PLAN

MORNING: press (11:00 to 13:00) EVENING: fabulous event 21:00 to 00:00)

Brand testimonial: Esquire Paul Smith: GQ and Another Man.

MEDIA STRATEGY

FOLLOW UP

Media discussing about how the brand has incorporated music celebrities into the new campaign and used them as models in the fashion show. And also about Harry Styles singing in the parade.

Press release made for all the journalists who didn’t attend the fabulous event so they can coverage the brand anyway and therefore give more Paul Smith’s new campaign awareness.

Editors in chief, fashion and music editors, publications and VIP stylists.

Fashion, social and culture publications.

Figure 72: The Royal Opera House, Singularq (2016)

Event mood

Figure 73: The Royal Opera House, Royal Academy of Engineering (2018)

Figure 74: Sydney Opera House Restaurant, Decede (2016)

An opera dinner

Figure 75: Ryan Gosling in La La Land, Pinterest

Figure 76: Rebecca Ferguson in The Greatest Showman, Pinterest (2018)

EVENT MOOD

SPONSORS

The fabulous event is inspired in an opera night and all the glamour that this event entails. It will be a very elegant dinner with impressive and brilliant performances.

Institutional: Royal Opera House Main: Rolex Commercial: Veuve Clicquot Technical: Gresham Tech

GUEST · Brand testimonial, embassadors, opinion leaders and influencers. · VIP Artists and celebritites.

MOODBOARD

· Entrepeneurs and buyers.

A moodboard to get a general mood and idea of the fashion show event has been done.

· Media journalists · Opera singers Pharrel Williams

Ian Bostridge

Figure 77: Pharrell Williams, Viste como Pharrell (2010)

Figure 79: Ian Bostridge, Beck Messer (2014)

Figure 78: Alfie Boe, PBS (2017)

Figure 80: Sam Smith, Pinterest

Alfie Boe

Jim Chapman

Figure 81: Jim Chapman, Square Mille (2016)

Sam Smith

Simon Cowell

Figure 82: Simon Cowell, OkChicas (2018)

Figure 83: Loren Allred, Youtube (2018)

Figure 84: Royal Albert Hall, Royal Albert Hall

Figure 85: Harry Styles and Louis Tomlinson, Pinterest

Figure 86: Alfie Boe, Standard (2018)

INVITATION The invitation of the fabulous event will be an introduction of what the attendees of the event are about to witness.

It is a way of creating expectation to the person.

The invitation is inspired in the current Royal Opera House tickets, in addition, each of the guests will receive a program book of the dinner dishes and the performances that will take place.

Figure 87-88: Royal Opera House tickets, Royal Opera House

STORE OPENING

LIVERPOOL

The last event of the year to be held by Paul Smith will be to open a new store in the UK. This store will be located in Liverpool, one of the most important cities next to London, and where the brand has not yet installed any store. This city has also been named as the UK’s new UNESCO City of Music since 2015. So, this year, Paul Smith would fit perfectly in this city.

The new store of the brand will use technology mood and ambient as a priority to have the opportunity to improve the relationship with the customer by providing innovative alternatives. It will incorporate artificial intelligence.

The atmosphere of fashion and technology will be combined with music as an important element too.

WHEN November 23th, 2020.

PLACE Liverpool ONE

CREATIVE CONCEPT Fashion meeting Tech.

INVITEES Brand testimonial, brand embassadors, celebrities, magazine editors, buyers, opinion leaders and influencers will be present during the fabulous event.

CHRONOGRAM

INTERVIEW PLAN

MORNING: press (11:00 to 13:00) EVENING: store opening (18:00 to 20:00)

Brand testimonial: GQ and Esquire Paul Smith: Forbes.

MEDIA STRATEGY

FOLLOW UP

Media discussing about how the brand has incorporated high-tech into the new store.

Editors in chief, fashion and music editors, publications and VIP stylists.

Press release made for all the journalists who didn’t attend the store opening so they can coverage the brand anyway and therefore give more Paul Smith’s new campaign awareness.

Fashion, social and culture publications.

Figure 89: The Royal Opera House, Singularq (2016)

Event mood

Figure 90: The Royal Opera House, Royal Academy of Engineering (2018)

Figure 91: Body Scanner, Mashable (2017)

Fashion meeting Tech

Figure 92: Ryan Gosling in La La Land, Pinterest

Figure 93: Rebecca Ferguson in The Greatest Showman, Pinterest (2018)

EVENT MOOD

SPONSORS

The store opening will be everything about technology ambient in order to blend fashion with tech. It will have a futuristic ambient.

Institutional: Liverpool ONE Main: Moet Chandon Commercial: Apple Technical: Gresham Tech

Music will also be incorporated in this event with the aim of engaging the client with the same tastes in music.

GUEST

MOODBOARD

· Media journalists · Brand testimonial, embassadors, opinion leaders and influencers.

A moodboard to get a general idea of the store opening event.

· VIP Artists and celebritites.

Pharrel Williams

Shawn Mendes

Figure 100: Black t-shirt, Vexels (2008) Figure 94: Pharrell Williams, Viste como Pharrell

Figure 95: Shawn Mendes, Pinterest

Figure 96: Dua Lipa, Pinterest

Figure 97: Sam Smith, Pinterest

Dua Lipa

Jim Chapman

Figure 98: Jim Chapman, Square Mille (2016)

Sam Smith

Alexa Chung

Figure 99: Alexa Chung, The Telegraph (2018)

Figure: 101 The Fashion Awards 2018, The Fashion Awards (2018)

Figure 102: The Fashion Awards 2018, The Fashion Awards (2018)

INVITATION The invitation will be a preview of the atmosphere you will have at the event.

Technology in the form of QR will be included. So everyone who receives the invitation can scan it and learn more about the collection.

Mr. George Huston PAUL SMITH INVITES YOU TO: THE OPENING STORE With an incredible fashion and technology experience Fashion, music and technology Liverpool ONE November 23th, 2020;16:00 h

CROSS EXPERIENTIAL MARKETING

INTRODUCTION Cross Marketing merges two brands from different sectors but aiming at the same target, with the objective of generating more opportunities for both brands and creating a privileged consumer experience.

OBJECTIVES 路 Satisfy our target market with other product and service. 路 Blend fashion with technology 路 Create an emotional experience with the consumer and thus improve brand engagement. 路 Win new customers and therefore increase sales, since you win the consumers of the brand you collaborate with.

Figure 103: Apple airpods, Pinterest (2018)

Along with the presentation in 2016 of the iPhone 7, the iPhone 7 Plus and the Apple Watch series 2, Apple also unveiled the AirPods.

These Apple wireless headphones come in a small box with a lot of technology inside that allow the user to interact with the device in a completely new way. They have a small shape and are different from the common Bluetooth headphones.

Apple’s AirPods will forever change the way you use hearing aids.

The AirPods, powered by the W1 chip designed by Apple, use optical sensors and a motion accelerometer to detect when they are in the ear. Whether you use the two AirPods or just one, the W1 chip automatically directs the audio and activates the microphone.

Figure 104: Apple airpods, Lifewire (2018)

PAUL SMITH WILL CREATE A LINE OF THE NEW APPLE AIRPODS 2.

THE BOX OF THESE AIRPODS WILL BE THE LEATHER OF MAXIMUM QUALITY DESIGNED BY PAUL SMITH, WITH DIFFERENT DESIGNS. IN ADDITION, WE WILL ADD THE PERSONALIZATION TO THESE. WHEN YOU BUY THIS PRODUCT, CUSTOMERS WILL HAVE THE POSSIBILITY OF ADDING THEIR INITIALS.

BENEFITS

BENEFITS

BRAND EXPOSURE

CREATE A FASHIONABLE IMAGE

RELATE OUR BRAND WITH TECHNOLOGY INCREASE SALES

MAKE AIR PODS ATTRACTIVE IN THE FASHION WORLD

GIVE A SOPHISTICATED IMAGE COLLABORATING WITH APPLE

SOPHITICATED IMAGE COLLABORATING WITH A LUXURY BRAND INCREASE SALES

S PV Figure 105: Apple airpods, Pinterest (2018)

P

Figure 106: Apple airpods, Recode (2018)

TO WHOM ARE WE TALKING

THE BEAU MONDE

Middle-aged people (40-60) “The beau monde” term means the people in a particular society who are rich and fashionable.

Classic and sophisticated adults with modern minds.

Figure 107: Man in suit, Pinterest (2018)

YOUNG ELITE

Young people (2035) who like to dress up in luxury, with a good family of high income, who are classics but like to follow the trends of the moment.

Figure 108: Boy carpet, Pinterest (2018)

BRANDS THEY LIKE

EXCLUSIVITY They like to be part of exclusive and luxurious sites. They like to be part of the elite.

Lanesborough Club & Spa: the best in London.

Figure 109: Lanesborough Club & Spa, Pinterest

LIFESTYLE The brands they like are related to lifestyle, to bring a high level of life in their day to day. An example is the way of life of sea lovers who own a yacht.

Figure 110: Yacht, Yacht Harbour (2016)

WHAT ARE C OMPETITORS DOING PERSONALIZATION Louis Vuitton offers the possibility to customize its products. Consumers like to have that personalized bonus because it makes them feel special.

Figure 111: Louis Vuitton bags, Joshua-S (2013)

SHOPPING EXPERIENCE Hugo Boss and Uber joined together in 2016 to have a new way to shop via a multi-channel shopping experience called: Boss on Demand.

Figure 112: Boss on demand, Fashion Week Daily (2016)

Figure 113: Airpods, The New York Times (2018)

CONSUMER ENGAGEMENT

INTRODUCTION This section develops the activities that the brand will carry out in order to reach a great consumer engagement taking into account the target’s interests.

OBJECTIVES · Increase engagement with the consumers of Paul Smith. · Create a lifestyle around our brand, sell a luxurious way of life, combined with fashion, music and technology. · Maintain our loyal clients by offering more services besides our clothes.

THE HIGHEST NEED KEY DRIVERS KEY EMOTIONAL BENEFIT

BRAND ROLE COMMUNICATION PLATFORM STATEMENT

BECOME PART OF THE ELITE

ELITISM, FAMOUS, TRENDY I AM A PERSON WITH HIGH INCOME WHO WANTS TO BECOME PART OF THE UK ELITE AND FAMOUS PEOPLE ADAPTING ME TO THE NEW TRENDS I FEEL A VIP PERSON WEARING PAUL SMITH PAUL SMITH: BE PART OF THE ELITE

FAMOUS PEOPLE

VIP ASPIRERS

YOUNG ELITE

FROM CITY TO CITY

FROM EVENT TO EVENT

WILLING TO BECOME STARS

THE PAUL SMITH HOTEL LONDON

PAUL SMITH GROOMING

THE APP: “PAUL SMITH CLUB”

· HOTEL · SPA · GYM

· GROOMING SERVICE · GROOMING PRODUCTS

· FASHION · EVENTS · RESTAURANTS · FAMOUS PEOPLE LIFESTYLE

FAMOUS PEOPLE

THE PAUL SMITH HOTEL LONDON

Paul Smith will create its first hotel, located in London, in one of the most important areas: Knightsbridge This hotel will be of maximum luxury and it will also have a gym and spa.

This will create a connection between the brand and the client, offering them an unbeatable lifestyle in a city where many artists reside to attend prestigious events.

The stay in this hotel will be exclusive offering different activities to the client.

Figure 114: Bulgari Hotel, Bespoke Black Book (2013)

Paul Smith will create the service of private grooming sessions to luxuriate.

We want to offer our consumers a unique experience. We believe that an important man should always have a well-preserved look.

Jet Set, travelling, modern luxury, exclusive, events, parties, fashion, are some of our key lifestyle words we want to spread.

VIP ASPIRERS

PAUL SMITH GROOMING

Figure 115: Grooming, It’s a man class (2016)

With this app we will mainly approach our secondary target: The Young Elite.

It will be called “Paul Smith Club” because we want to make those young people feel that although they are not professionals yet, they are part of an important club and by joining us they will become part of the elite.

Within this app, different sections related to Paul Smith’s lifestyle will appear: what are the most top events of the moment, what luxury restaurants or bars you must attend in each city, besides knowing the different tastes of our brand testimonial and embassadors of their lifestyles, knowing the places they visit, in order to imitate their way of life.

YOUNG ELITE

THE APP : “PAUL SMITH CLUB”

CLUB

BECOME PART OF THE ELITE

PRODUCT PLACEMENT & SPONSORING

INTRODUCTION Sponsoring and product placement are crucial in order to promote Paul Smith and create awareness.

OBJECTIVES · Make people associate the brand with exclusive events and with very important people. · Successfully promote the brand through product placement and sponsoring in territories that share the same Paul Smith values. · Improve the engagement with the target market, sharing their interests.

Figure 116: Paul Smith x Porsche, airows (2018)

PRODUCT PLACEMENT Paul Smith will make a product placement on the new video clip of our brand embassador Sam Smith: PRAY. The teams of Paul Smith and Sam Smith will come together to create an environment adapted to both, using the new garments from the collection “Tune your life� of Paul Smith.

Using this product placement is a great opportunity since this type of video clips are very addressed to our target and therefore the brand can approach and connect more with them.

Figure 117: Sam Smith videoclip, Youtube (2018)

Figure 118: Sam Smith videoclip, Youtube (2018)

P R A Y

with the collaboration of

Figure 119: Sam Smith, Star Observer(2017)

SPONSORING

2020

Paul Smith will be the main sponsor of the BRIT Awards 2020 to be held on February 21 of that year at the O2 Arena in London.

The BRIT Awards are the annual awards of the British Phonographic Industry, where the best British artists of the moment attend.

The Paul Smith logo will be all over the venue: on the red carpet, the photocall, on the posters of the O2 Arena, on the stage, and also, our testimonial brand Harry Styles, and our two brand embassadors Sam Smith and Dua Lipa, will act in this event fully dressed Paul Smith.

Furthermore, every year a designer styles the BRIT Awards statue of the year. In the year 2020, Paul Smith will style this statue.

Figure 120: BRIT Awards, Huffpost (2018)

Figure 121: BRIT Awards statues, Haringtons (2013)

sponsoring the

2020

Figure 122: BRIT Awards 2013, Digital studio me (2013)

THE TEAM

INTRODUCTION To carry out a good communication strategy and that everything is perfectly coordinated, Paul Smith’s team should be well structured according to the 5 LEGS. The communication director must have 5 directors from each department in his team.

OBJECTIVES · Maximize time and be as effective as possible, through a good organization of the team. · Make sure that every department is well trained so that the brand can work properly.

WORLDWIDE COMMUNICATION DIRECTOR SEAN BAKER

REGIONAL MEDIA DIRECTOR

REGIONAL PR DIRECTOR

REGIONAL DIGITAL DIRECTOR

REGIONAL EVENTS DIRECTOR

REGIONAL RETAIL DIRECTOR

REGIONAL PRESS DIRECTOR

DATA DIRECTOR

STRATEGIC PLANNING DIRECTOR

REGIONAL ART DIRECTOR

STRATEGIC PLANNING DIRECTOR

REGIONAL ADVERTISING DIRECTOR

PROTOCOLO DIRECTOR

CREATIVE/ART DIRECTOR

UK PRODUCER

MERCHANDISING / VISUAL DIRECTOR

REGIONAL SHOWROOM DIRECTOR

ART DIRECTOR

CONTENT DIRECTOR

REGIONAL PLANNING DIRECTOR

EXPERIENCE IN-STORE DIRECTOR

REGIONAL EXTERNAL RELATIONS DIRECTOR

AUDIOVISUAL DIRECTOR

COPYWRITTER DIRECTOR

PROGRAMME COORDINATOR

CRM DIRECTOR

SOCIAL RESPONSABILITY DIRECTOR

MARKETING INNOVATION DIRECTOR

VENUE COORDINATOR

EQUIPMENT COORDINATOR

MERCHANDISING COORDINATOR

THE CHRONOGRAM

INTRODUCTION Visualizing the chronogram of the annual plan communication creates a greater organization within the brand to be able to carry out the activities.

This sections allows a general chronogram from the year 2019 to 2020.

OBJECTIVES ¡ Organize the time of the activities to maintain a perfect organization when starting the communication strategy. ¡ Know what is the key date for each activity.

Figure 123: Harry Styles, Twitter (2018)

THE CHRONOGRAM MEDIA PLAN

SOCIAL MEDIA

oct. 19

nov. 19

PR PLAN

FASHION SHOW

Sign in with brand testimonial, brand ambassadors, opinion leaders and influencers.

Book Venue

Shoot advertising material

CHARITY EVENT

Secure sponsors

Meeting between Paul Smith and Child’s Dream foundation.

Book models and celebrity models

Book Venue

dic. 19 Main Stories, special stories, advertising, editorials must be finalized and sent to magazines.

Regular social media publications.

ene. 20

Hint about the Paul Smith new collection.

Save dates with testimonial, ambassadors, opinion leaders and influencers to attend the fashion show.

Send invitations for Meeting with artists fashion show. Arrange meetings for Uk buyers

feb. 20 Publication of Fashion Show

Social media publication

Influencers publications

FASHION SHOW

mar. 20 Main Stories, special stories, advertising, editorials must be abr. 20 finalized and sent to magazines.

Social media publication

Influencers publications

Secure sponsors

Social media publication

Influencers publications

Approval of events art director

Social media publication

Save dates with testimonial, ambassadors, opinion leaders and influencers to attend the charity show.

Send Invitations for charity event.

Social media publication

Influencers publications

CHARITY EVENT

Social media publication

Influencers publications

ago. 20

Social media publication

Save dates with testimonial, ambassadors, opinion leaders and influencers to attend the fabulous show.

sept. 20 Publication of Fabulous Event

Social media publication

Influencers publications

oct. 20

Social media publication

Save dates with testimonial, ambassadors, opinion leaders and influencers to attend the store opening.

nov. 20 Publication of Store Opening

Social media publication

Influencers publications

may. 20

jun. 20 Publication of Charity Event jul. 20 Publications about Paul Smith x Apple AirPods

dic. 20 ene. 21

Approval of Capsule products collection for event.

Shared Year in review on Social Media

Review, c

FABULOUS EVENT

STORE OPENING

PAUL SMITH X APPLE AIRPODS

CONSUMER ENGAGEMENT

Development of products for Apple AirPods starts

Construction of Paul Smith Hotel London starts

SPONSORING & PRODUCT PLACEMENT

Construction of Paul Smith grooming starts

Final approval of the App

Approve Paul Smith and Apple AirPods

Printed material approval

Secure sponsors

Hire contractors

Printed material produced

Book Venue

Approve plans

Deliver Paul Smith products to USA Apple Hub

Meeting with artists

Store construction begins

Approval of events art direction

Technology i+d

Catering selection

Approval of events art direction

Send invitations for Fabulous event.

Secure sponsors

FABULOUS EVENT

Catering selection Send Invitations for Store opening event.

Sign sponsoring contracts with BRIT Awards

Paul Smith Club App LAUNCH Deliver proposals of Sam Smith outfits Paul Smith grooming LAUNCH

Send Paul Smith logo and brand identity for promotional purposes Production of Sam Smith outfits

Launch Paul Smith x Apple AirPods

Selection of the Hotel hole team Delivery of Sam Smith finishes videoclip outfits

Sponsoring BRIT Awards

Paul Smith Hotel London LAUNCH Resend Paul Smith products to USA Apple Hub

STORE OPENING IN LIVERPOOL ONE

communicate and analyze results

Creative meeting with Sam Smith team

Shared Year in review on Social Media

Paul Smith Videoclip launch

BIBLIOGRAPHY

204.11.233.100. (2018). Sam Smith confesó su homosexualidad para ayudar a sus fans a que lo comprendieran mejor - La Razón. [online] Available at: http://204.11.233.100/la_revista/espectaculos/Sam-Smith-confeso-homosexualidad-comprendieran_0_2172982757.html [Accessed 19 Dec. 2018].

Advice, M., Trends, M., Fragrances, M., Hairstyles, M., Shoes, S., Dating, S. and TV, M. (2018).

Raymond Weil Rocks Out with New Marshall Amp and AC/DC Watches | Man of Many. [online] Man of Many. Available at: https://manofmany.com/fashion/watches/raymond-weil-rocks-outwith-new-marshall-amp-and-ac-dc-watches [Accessed 19 Dec. 2018].

Anon, (2018). [online] Available at: https://www.lavanguardia.com/gente/20180906/451664982232/dua-lipa-tema-jaguar.html [Accessed 19 Dec. 2018].

Anon, (2018). [online] Available at: http://citiesofmusic.net/city/liverpool/ [Accessed 19 Dec. 2018].

Apple Support. (2018). Escuchar música y podcasts en el Apple Watch. [online] Available at: https://support.apple.com/es-es/HT204691 [Accessed 19 Dec. 2018].

Chenellemorgan.myblog.arts.ac.uk. (2018). [online] Available at: http://chenellemorgan.myblog.arts.ac.uk/files/2014/03/i-D-Magazine-Demographics.pdf [Accessed 19 Dec. 2018].

EL CORREO del GOLFO. (2018). El hotel más caro de Dubai es de Bulgari. [online] Available at: https://elcorreo.ae/culturaocio/hotel-mas-caro-dubai-es-bulgari [Accessed 19 Dec. 2018].

Esquire. (2018). How Paul Smith Changed The Way British Men Dress. [online] Available at: https://www.esquire.com/uk/style/fashion/a13254/paul-smith-is-a-one-man-brand/ [Accessed 19 Dec. 2018].

Marie-Claire.es. (2018). Moschino x H&M: todas las claves de la colaboración. [online] Available at: https://www.marie-claire.es/moda/actualidad/articulo/moschino-x-h-m-todas-las-clavesde-la-colaboracion-781523887358 [Accessed 19 Dec. 2018].

Quartz. (2018). A fantastical new world of high-tech, high-concept stores is here. [online] Available at: https://qz.com/956745/retail-experiments-from-farfetch-nike-and-amazon-offer-visions-ofthe-store-of-the-future/ [Accessed 19 Dec. 2018].

Ranker. (2018). Famous Opera Singers from England. [online] Available at: https://www.ranker. com/list/famous-opera-singers-from-england/reference [Accessed 19 Dec. 2018].

Revista EXCLAMA. (2018). PAUL SMITH: UN ÍCONO MULTIFACÉTICO. [online] Available at: http://www.revistaexclama.com/personajes/paul-smith-un-icono-multifacetico/ [Accessed 19 Dec. 2018].

Somerset House. (2018). Somerset House Summer Series. [online] Available at: https://www. somersethouse.org.uk/whats-on/somerset-house-summer-series [Accessed 19 Dec. 2018].

Thewallgroup.com. (2018). Lorenzo Posocco | The Wall Group. [online] Available at: https:// www.thewallgroup.com/artist/lorenzo-posocco [Accessed 19 Dec. 2018].

THE ANNEX INITIAL PROJECT BRIEF BRAND: PAUL SMITH. PROJECT NAME: Annual Communication Plan DATE OF ASSIGMENT: December 20th, 2018 CORE AUDIENCE Primary Target – THE BEAU MONDE: Middle-aged people (40-60) “The beau monde” term means the people in a particular society who are rich and fashionable. Classic and sophisticated adults with modern minds.

Secondary Target – : YOUNG ELITE: Young people (20-35) who like to dress up in luxury, with a good family of high income, who are classics but like to follow the trends of the moment.

BRAND PROMISE Provide our target an exclusive lifestyle, offering a classic but modern style, adapted to the trends, through top quality garments.

BRAND CHARACTER CLASSIC MODERN TRENDY ELITISM EXCLUSIVE What is the business issue we are trying to solve, the audience, the opportunity?

Reconnect with the first and target and connect with the secondary one, the millennials, through the launch of a new collection inspired by music, because music and fashion have always been related and it is also timeless and generates a great engagement with the customer.

In addition, fashion and music will be combined with technology to give maximum consumer experience and create strategies revolving communication 3.0., 4.0. and 5.0.

WHAT IS THE ASSIGMENT Design an annual communication plan.

What is the desired outcome, with measurable KPIs? Sales Increase. Greater Media Exposure. Innovate men’s fashion segment.

What is the intended source of volume (i.e. brands)?

PAUL SMITH What is the core audience’s attitude to the brand, and how do we want to change it?

Current: Stagnant brand without innovation or new creativity.

The brand must innovate and adapt to new trends and public figures to reach the target again Desired: Reconnect with the first and target and connect with the secondary one, the millennials, through the launch of a new collection inspired by music and supported by technology.

What is the core selling message, the single main idea?

Become part of the VIP people.

What are the mandatories (do’s and don’ts) DO Include all product lines in order to maximize exposure.

Content should be revolving lifestyle, customization and interaction.

Content focusing on an exclusive experience in the target ́s life.

DON’T Don’t be exclusive.

Create non-experiential content.

Don’t show innovation.

Don’t give a sense of looking forward a new tomorrow.

TUNE

YOUR

LIFE