BOY Couture by Nasir Mazhar Promotional Strategy

BY NASIR MAZHAR PROMOTIONAL STRATEGY

CONTENTS INTRODUCTION.........................................................................................01 PROMOTIONAL STRATEGY......................................................................02

PRESS PACK.....................................................................................05

GIFTING ...........................................................................................09

EXPERIENTIAL EVENT..................................................................11 CONCLUSION...............................................................................................12 LIST OF ILLUSTRATIONS...........................................................................14 LIST OF REFERENCES.................................................................................15 BIBLIOGRAPHY............................................................................................15 APPENDICES.................................................................................................18

By Philippa Bryant Nottingham Trent University International Fashion Business BA (Hons) Fashion Brand Marketing & Promotion Tutor: Ena Brown & Naomi Braithwaite FASH30061

Fig.1. Claire Boucher aka Grimes (2012) by Melanie Hayden-Williams

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INTRODUCTION

Having identified the target customer for the BOY Couture by Nasir Mazhar product concept in stage 1, this document will outline the aim of promotional activity and key strategies whilst also considering market level, marketing budgets and timeframes. Currently; BOY promotes itself by hosting occasional club events which reflects the customers’ alternative music lifestyle. BOY has also advertised in street fashion magazines such as Super Super. The customer is very fashion-conscious and by integrating more of a fashion lifestyle aesthetic into the promotion of this concept, will enable BOY to extend its customer base. The backpacks will be part of BOY Couture- a range of limited made-to-order pieces, desired by the alternative fashion elite. Promotional methods will therefore remain targeted and exclusive but with emphasis on fashion styling. Upcoming designer collaborations will give the brand more of a high-fashion appeal.

The company is however a small, private business, so its marketing budget is limited and best suited to below-the-line strategies such as PR (Frings, 2008, p. 416). For this reason, the focus of promotional activity will be a press-pack. The long-term aim of promotional activity for BOY Couture is to extend the brand lifecycle by establishing them as the ultimate alternative fashion label.

Marketing Budget Calculation Sales @ 50 units/week, ~£50/unit Profit Margin @ 60% Annual Profit Annual Marketing Budget @ 10% Monthly Marketing budget

£2,500 £1,500 £78,000 £7,800 £650

Fig.2. Marketing Budget Calculation (2012) by Philippa Bryant

BRAND POSITIONING STATEMENT BOY Couture by Nasir Mazhar backpacks are the ultimate alternative fashion accessory. BOY’s iconic punk ethos is translated into a 21st century concept, defying fashion trends yet remaining highly covetable amongst London’s ever prevalent subculture. Mazhar fuses traditional features such as straps and buckles with luxury embossed leather for high-fashion appeal in the middle market.

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PROMOTIONAL STRATEGY A I D A

Attention Interest Desire Action

Fig.3. AIDA (2009) by Mike Easey

The AIDA model demonstrates the process of communication between retailer and consumer (Easey, 2009, p.220). Attention, interest and desire will theoretically result in ‘action’ or purchase. Attention, interest and desire will be captured through the following promotional techniques.

PR is particularly influential in provoking WOM (word of mouth/mouse) communication, “one of the most influential forms of publicity” (Frings, 2008, p. 437). The owner, Stephane Raynor, wishes to keep the brand exclusive. By this, he means that he wants to target the brand toward a specific segment. WOM is suited to these brand attributes, as the message will be spread only amongst specific segments who share similar interests.

WOM will be stimulated through the following promotional strategy, with PR at the core of all activity.

PRODUCT BOY Couture by Nasir Mazhar made-to-order backpacks

PLACE Sick, Bitching & Junkfood, Candy, ASOS, Selfridges

PRICE £100

PROMOTION Press Pack Email Newsletters Gifting Posters Launch Event & giveaways Fig.4. BOY Couture by Nasir Mazhar 4 P’s (2012) by Philippa Bryant

OPPOSITE FROM TOP LEFT: Fig.5. White Mesh (2012) by Toose Art Supplies; Fig.6. Black Mesh (2012) CBS Online Ltd; Fig.7. Studs (2012) by Etsy Inc; Fig.8. Embossed Leather Base (2012) by Stereobikes; Fig.9. BOY Couture by Nasir Mazhar backpack design (2012) by Philippa Bryant

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Fig.10. Felice Fawn for Super Super (2011) by Kate Garner

PRESS-PACK The backpack will be photographed and styled for a set of lookbook images, created for both online distribution and printed press-packs (Frings, 2008, p. 436). The press-packs will be distributed to selected stockists who can then choose to have the backpacks made to order for sale in their store.

The press-pack will most importantly be distributed to a selection of alternative magazines including Super Super, Disorder (Appendix 1), i-D and Dazed & Confused. Editors can then request a press sample to feature in the magazine if they like the product. Ideally, the backpack would be styled as part of a fashion shoot with an alternative musician such as Claire Boucher (Fig.1.), who featured on April’s cover of Dazed & Confused below. Aesthetically, the photoshoot would be in the style of Felice Fawn’s for Super Super in Fig.10 opposite. Notably, Felice Fawn has modelled for competitor brand Long and is a muse of BOY customers such as my lookbook model, Lucinda Sinclair. The press pack will include a press release statement, to inform retailers and stylists about the product collaboration. Notably, one survey respondent from part 1 had not heard of Nasir Mazhar, so it would be important to give a brief biography of the upcoming accessories designer. The press-packs will be sent in time for September fashion magazine issues.

FROM LEFT: Fig.11. Disorder Magazine (2010) by Amar Daved; Fig.12. Dazed & Confused, April (2012) by Hedi Slimane; Fig.13. i-D (2012) By Juergen Teller

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Imagery will reflect the punk ethos of BOY by using urban settings, dark lighting, alternative models and poses. The photoshoot would be best suited to a ‘run-down’, stripped back indoor setting or alternatively an urban outdoors scene, such as Long’s in Appendix 2. It would be important to shoot at night if the location were outdoors in order to retain an underground aesthetic. The target customer, as identified in part 1, enjoys music and nightlife, so imagery could reflect a nocturnal ‘party’ lifestyle. Such locations may be on the way to a club, at a club or leaving a club. Photography will be in the style of Saga Sig, who has photographed blogger Prince Pelayo and Nasir Mazhar’s work (Appendix 9).

Availability of downloadable lookbook images in email newsletters (such as Long clothing did in Appendix 3) and on the website will create ‘hype’, driving WOM communication. This is particularly relevant as the customer is highly present online, on blogs especially. By providing high quality downloadable images which can be shared online, will enable a cheap yet effective way of promoting the product. The images are only shared amongst a targeted group of people with similar tastes, seeing as bloggers tend to follow styles they relate or aspire to. Re-blogged images may also create awareness of the brand and the collaboration within new, more fashion-led circles.

High profile names will most likely be unavailable or financially out of reach for the small business. Instead, it would be better to feature upcoming alternative models, such as Felice Fawn, who fit the punk/grunge look.

Musicians and bloggers can alternatively be ‘gifted’. As the backpack is targeted toward both men and women, it would be important to also feature a male model in the lookbook. Models will not ‘pose’ like typical fashion models, as this would not fit the brands attitude. The nonchalant poses, as featured on current BOY product pages (part 1), would be more appropriate. Clothes will be very dark and edgy; almost gothic. A photoshoot ‘style brief ’ which was submitted to the model can be seen in Figures 14-17 opposite. Other lifestyle elements such as cigarettes and alcohol may be included to give visuals multi-sensory impact.

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CLOCKWISE FROM TOP LEFT: Fig.14. Style brief 1 (2012) by Charlotte, Fig.15. Style brief 2 (2012) by Awful Aesthetic; Fig.17. Style brief 4 (2012) by Crux and Crow Vintage; Fig.16. Style brief 3 (2012) by Velvet-Rainbows

Fig.18. Prince Pelayo (2009)

by Ricardo Hegenbart

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GIFTING As BOY has a large presence on the online ‘blogosphere’, a primary focus of promotional activity will be amongst bloggers- who will drive demand for the brand and product amongst a global niche. When ‘gifting’ bloggers, they may choose to photograph themselves wearing the backpack or write a good review. This will give the backpack credibility amongst the readership, although choice of blogger will be crucial as the message needs to get to the right people. An ideal blogger would be someone such as Pelayo Diaz Zapico, aka Prince Pelayo, of popular fashion blog ‘Kate Loves Me’. Prince Pelayo is a Central Saint Martins graduate with an eclectic approach to style. He is a BOY customer and muse as discovered in part 1 and wears edgy designer labels such as Katie Eary (Appendix 4). Katie Eary and Prince Pelayo encapsulate alternative fashion at the designer level. They are aspirational figures for the targeted fashion student; therefore Pelayo would be the ideal influential ‘giftee’.

This promotional technique would also place the product in a position which is appropriate for BOY Couture.

Another ideal gift candidate who would certainly create hype would be Claire Boucher- the voice behind the up-coming Canadian act ‘Grimes’ (Saxelby, 2012. Dazed & Confused, Vol III/08, p. 112.) Claire Boucher’s attitude and ‘grunge’ reputation in fashion would suit the brand message which BOY wants to convey- dark, edgy and controversial. It would also be in keeping with the brands musical roots. Claire Boucher openly expresses her past struggles as a drug addict, as can be seen in The Guardian Guide (Appendix 4). These lifestyle attributes, which may be detrimental to more mainstream brands, add character and qualities which the customer may relate to. Claire Boucher has also worn Long in the past, therefore would be a likely candidate to sponsor the bag (Appendix 6).

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Fig.19. Club BOY (2011) by BOY LondonHedi Slimane; Fig.13. i-D (2012) By Juergen Teller

Fig.20. Long Oyster Card Holders (2010) by Long Clothing

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EXPERIENTIAL EVENT Club and music events will remain central to the promotion of the brand in London. The product launch will coincide with a launch party. Past ‘CLUB BOY’ nights include ‘Shabba Dabba Da’ at Movida (pictures of which can be seen in part 1) and fashion club night ‘This Is Circus’ at Café de Paris. Long clothing has previously hosted events at Hysteria in Shoreditch (Appendix 7). Other BOY launches, such as that at Selfridges London in February 2012, have included promotional giveaways such as badges. By creating giveaways which can be worn, photographed and blogged will spread word of the launch beyond the event. This should be brand relevant items such as patches, cigarette lighters, branded bondage tape or Oyster card wallets such as those by Long clothing. Giveaways should incorporate the collaboration logo- the BOY eagle, to retain the brands recognisability, with ‘By Nasir Mazhar’ underneath. Oyster card holders would have an embossed logo, the same as that on the backpacks (Appendix 7a). Posters will be wheat-pasted around Shoreditch, London prior to the event (Smilansky, 2009).

AW12 BOY Couture X Nasir Mazhar Launch Timeline w/c Jul 14th

w/c Jul 21st

Send Press Packs

Book launch venue

w/c Jul 28th Press order deadline

w/c Aug 4th Order Oyster wallets Recruit DJ’s Sept 1st

w/c Aug 11th

w/c Aug 18th

Order press samples w/c Aug 25th

Send Emails

Paste Posters Send press samples

Send press gifts

Club launch party

Fig.21. BOY Couture by Nasir Mazhar Launch Timeline (2012) by Philippa Bryant

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CONCLUSION Promotion Method Press Pack Email Gifting Posters Events Giveaways

Advantages • • • • • • • • • • •

Disadvantages

Informative Relatively inexpensive Targeted Viral marketing opportunities with downloads Targeted Influential Inexpensive Informative Drives WOM Adds value to the brand (lifestyle) Drives WOM

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Long lead times

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Low response rate

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Costly Not guaranteed Geographically limited

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Expensive Less control

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Costly

Fig.22. Promotion advantages v. disadvantages (2012) by Philippa Bryant

The methods are appropriate in targeting a more fashion-conscious customer, whilst revitalizing the brand for current customers. Techniques will also strengthen BOY’s competitiveness against new brands such as Long. Although some promotional techniques are geographically limiting (Fig.22.), this is appropriate for the London-based niche brand.

The cost, as calculated opposite, is also appropriate for the small business size. The estimated profit generated will be £600 per month, which will be worthwhile for the small business in the long-term. Exposure will also boost demand for the cheaper branded jerseywear and caps. Effectiveness of promotion should be measured for future planning, methods of which can be seen in Appendix 8 (Smilansky, 2009).

1,502 Words

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Marketing Costs Calculation 15x Press Samples @ £40 each 10x Press Packs @ £20 each Photography 2x Models Giveaways & Posters 5,000 Emails on Mail Chimp Venue Total ROI Sales @10 units/month @60% margin

£600 £200 £100 £100 £219 £62 £300 £1,581 £600/month

Fig.23. Marketing Costs Calculation (2012) by Philippa Bryant

Fig. 23a. Functional Backpack sketch (2012) by Philippa Bryant

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LIST OF ILLUSTRATIONS

Fig.1. Claire Boucher aka Grimes (2012) by Melanie Hayden-Williams Fig.2. Marketing Budget Calculation (2012) by Philippa Bryant Fig.3. AIDA (2009) by Mike Easey Fig.4. BOY Couture by Nasir Mazhar 4 P’s (2012) by Philippa Bryant Fig.5. White Mesh (2012) by Toose Art Supplies Fig.6. Black Mesh (2012) CBS Online Ltd Fig.7. Studs (2012) by Etsy Inc Fig.8. Embossed Leather Base (2012) by Stereobikes Fig.9. BOY Couture by Nasir Mazhar backpack design (2012) by Philippa Bryant Fig.10. Felice Fawn for Super Super (2011) by Kate Garner Fig.11. Disorder Magazine (2010) by Amar Daved Fig.12. Dazed & Confused, April (2012) by Hedi Slimane Fig.13. i-D (2012) By Juergen Teller Fig.14. Style brief 1 (2012) by Charlotte Fig.15. Style brief 2 (2012) by Awful Aesthetic Fig.16. Style brief 3 (2012) by Velvet-Rainbows Fig.17. Style brief 4 (2012) by Crux and Crow Vintage Fig.18. Prince Pelayo (2009) by Ricardo Hegenbart Fig.19. Club BOY (2011) by BOY London Fig.20. Long Oyster Card Holders (2010) by Long Clothing Fig.21. BOY Couture by Nasir Mazhar Launch Timeline (2012) by Philippa Bryant Fig.22. Promotion advantages v. disadvantages (2012) by Philippa Bryant Fig.23. Marketing Costs Calculation (2012) by Philippa Bryant Fig. 23a. Functional Backpack sketch (2012) by Philippa Bryant Fig.24. Long Sweatshirt Shoot (2011) by Teddy Fitzhugh Fig.25. Long Sweatshirt Shoot (2011) by Teddy Fitzhugh Fig. 26. Long Email screenshot (2012) by Philippa Bryant Fig.27. Katie Eary AW11 (2011) by Katie Eary Fig.28. Katie Eary AW12 (2012) by Katie Eary Fig.29. Katie Eary AW12 (2012) by Katie Eary Fig.30. Katie Eary AW10 (2010) by Katie Eary Fig.31. Prince Pelayo wears Katie Eary (2010) by Saga Sig Fig. 32. Claire Boucher wears Long (2011) by Long Clothing Fig. 33. Claire Boucher wears Long (2011) by Long Clothing Fig.34. Long Club Cool Party Poster (2012) by Long Clothing Fig.34a. Oyster Card Wallet Design (2012) by Philippa Bryant Fig.35. Saga Sig (2012) by Saga Sig Fig.36. Nasir Mazhar (2012) by Saga Sig Fig.37. Nasir Mazhar (2012) by Saga Sig

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LIST OF REFERENCES

(Frings, 2008, p. 416) (Easey, 2009, p.220) (Frings, 2008, p. 437) (Frings, 2008, p. 436) (Saxelby, 2012. Dazed & Confused, Vol III/08, p. 112.)

(Smilansky, 2009) (Admedia Solutions Ltd., 2012, Disorder Music and Fashion Magazine [online], 16/05/12) (Richards, The Guardian Guide, 28/04/12, p.10-11) (Smilansky, 2009, p.193) (Smilansky, 2009, p.194)

BIBLIOGRPHY BOOKS

EASEY, M. 2009. Fashion Marketing. Chichester: Wiley-Blackwell FRINGS, G. S. 2008. Fashion: From concept to consumer. New Jersey: Pearson Prentice Hall KORNBERGER, M. 2010. Brand Society: How brands transform management and lifestyle. Cambridge: Cambridge University Press SMILANSKY, S. 2009. Experiential Marketing: A practical guide to interactive brand experiences. London: Kogan Page SULLIVAN, C. 2001. Punk. London : Cassell & Co

ARTICLES

RICHARDS, S. 2012. Life and Grimes. The Guardian Guide 28/04/12, p.10-11 SAXELBY, R. 2012. Ready to Fly. Dazed & Confused, Vol III/08 (April 2012) p. 112

ADDITIONAL SOURCES WEBSITES ADMEDA SOLUTIONS LTD., 2012. Disorder Music and Fashion Magazine. Available at: http://myadbase.com/themarketplace-mediapp.php?media_id=1000908 Accessed:

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16/05/12 AWFUL AESTHETIC, 2012. Style brief 2 [photo] Available at: http://saraurb.tumblr. com/post/20730601839/had-to-pic-up-my-mom-in-her-moonwalks Accessed 11/05/12 BOY LONDON, 2011. Club BOY [photo] Available at: http://www.leavetheboyalone. com/article/71/CLUB%20BOY%20PICS Accessed 13/05/12 CBS ONLINE LTD, 2012. Black Mesh [photo] Available at: http://www.cbsonline. co.uk/product/Satin_Black_Anodised_Expanded_Aluminium_Mesh_1000x330mm_ AMBK Accessed 20/05/12 CHARLOTTE, 2012. Style brief 1 [photo] Available at: http://alienautopsy.tumblr.com/ post/17906632341/that-girl-again Accessed 11/05/12 CRUX AND CROW VINTAGE, 2012. Style brief 4 [photo] Available at: http:// cruxandcrowvintage.tumblr.com/post/22692255639/shop-my-vintage-here-crux-andcrow Accessed 11/05/12 DAVED, A. 2010. Disorder Magazine [photo] Available at: http://www.allureofsound. com/?p=2775 Accessed 19/05/12 EARY, K. 2010. Katie Eary AW10 [photo] Available at: http://www.katieeary.co.uk/ collection/aw10/ Accessed 11/05/12 EARY, K. 2011. Katie Eary AW11 [photo] Available at: http://www.katieeary.co.uk/ collection/aw11/ Accessed 11/05/12 EARY, K. 2012. Katie Eary AW12 [photos] Available at: http://www.katieeary.co.uk/ collection/aw12/ Accessed 11/05/12 ETSY INC, 2012. Studs [photo] Available at: http://www.etsy.com/listing/92909758/ stud-eastpak-backpack-limited-offer-til Accessed 20/05/12 FITZHUGH, T. 2011. Long Sweatshirt Shoot [photos] Available at: http://www. longclothing.com/article/146/LONG%20Sweatshirts Accessed 11/05/12 GARNER, K. 2011. Felice Fawn for Super Super [photo] Available at: http://www. thesupersuper.com/featured/felice-fawn-xox-shoot/ Accessed 19/05/12 HAYDEN-WILLIAMS, M. 2012. Claire Boucher aka Grimes [photo] Available at: http://melodeewrites.blogspot.co.uk/2012/02/grimes-visions-album-review-release. html Accessed 17/05/12

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HEGENBART, R. 2009. Prince Pelayo [photo] Available at: http://www.katelovesme. net/2009/10/prince-pelayo-by-ricardo-hegenbart.html Accessed 11/05/12 LONG CLOTHING, 2010. Long Oyster Card Holders [photo] Available at: http:// www.longclothing.com/article/105/Long%20Oyster%20Card%20Holders Accessed 13/05/12 LONG CLOTHING, 2011. Claire Boucher wear Long [photos] Available at: http:// www.longclothing.com/article/200/Grimes%20wear%20Long Accessed 11/05/12 LONG CLOTHING, 2012. Long Club Cool Party Poster [poster] Available at: http:// www.longclothing.com/article/209/Long%20x%20DJ%20and%20Club%20Cool Accessed 11/05/12 SAGA SIG, 2012. About Me. Available at: http://www.sagasig.com/about-me/ Accessed 19/05/12 SAGA SIG, 2012. Nasir Mazhar [photos] Available at: http://www.sagasig.com/work/ nasir-mazhar/ Accessed 19/05/12 SAGA SIG, 2010. Prince Pelayo wears Katie Eary [photo] Available at: http:// lpassion4fashion.blogspot.co.uk/2010/05/prince-pelayo-wears-katie-eary-by-saga.html Accessed 31/03/12 SAGA SIG, 2012. Saga Sig [photo] Available at: http://www.sagasig.com/about-me/ Accessed 19/05 12 SLIMANE, H. 2012. Dazed & Confused, April [photo] Available at: http://models. com/work/dazed--confused-dazed--confused-april-2012-cover-with-grimes Accessed 19/05/12 STEREOBIKES, 2012. Embossed Leather Base [photo] Available at: http://www. stereobikes.de/?p=2610 Accessed 20/05/12 TELLER, J. 2012. i-D [photo] Available at: http://www.showusyourstache.net/2012/03/ vivienne-westwood-by-juergen-teller-i-d.html Accessed 19/05/12 TOOSE ART SUPPLIES, 2012. White Mesh [photo] Available at: http://tooseart.ca/ index.php?main_page=index&cPath=681_683 Accessed 20/05/12 VELVET-RAINBOWS, 2012. Style brief 3 [photo] Available at: http://velvet-rainbows. tumblr.com/post/22800920677 Accessed 11/05/12

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APPENDICES APPENDIX 1- Disorder Reader Profile Music and Fashion Magazine focused on street, youth and student culture - disorder magazine.

Disorder is a glossy music and style magazine that will breathe life back into the youth market with its grassroots approach and unique showcase of new British talent. Featuring the best in new music and fashion from the UK and abroad, we cover a myriad of genres, from art-rock to hard rock, electro and beyond. Artists covered in the past have been Franz Ferdinand, The Strokes, Kasabian, Bloc Party, Funeral For A Friend, The Kills, Kaiser Chiefs, Razorlight and more! Our fashion pages have been home to major movers such as Vivienne Westwood and Gareth Pugh and young designers such as Ryo. Disorder Magazine Reader Profile.

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25,000 readership.

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Distributing through Virgin Megastores, Borders, RD Franks, Waterstones & News stands.

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Available in 21 countries outside of the UK across 4 continents.

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Targets a 16-25 age group (60% male, 40% female).

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Typically a student market (ages 18-23) make up a large percentage of this demographic.

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Music-led consumer interested in live, new music and keen to be at the forefront of the scene.

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Tuned into fashion and music trends at an underground and street level.

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Artistic/Creative individuals (designers, photographers, journalists, stylists, models, musicians) interested in starting or 18

furthering media-based careers.

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Young individuals, mainly unmarried, without assets or debt with a disposable income.

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Accessible for gay and lesbian young people with an active interest in being a part of the gay scene.

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Increasingly a sport-led crowd taking an interest in street-based ‘free’ sports.

(Admedia Solutions Ltd., 2012, Disorder Music and Fashion Magazine [online], 16/05/12)

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APPENDIX 2- Long Photoshoot

Fig.24. Long Sweatshirt Shoot (2011) by Teddy Fitzhugh

Fig.25. Long Sweatshirt Shoot (2011) by Teddy Fitzhugh

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APPENDIX 3- Long Email

Fig. 26. Long Email screenshot (2012) by Philippa Bryant

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APPENDIX 4- Katie Eary

Fig.27. Katie Eary AW11 (2011) by Katie Eary

Fig.28. Katie Eary AW12 (2012) by Katie Eary

Fig.29. Katie Eary AW12 (2012) by Katie Eary

Fig.30. Katie Eary AW10 (2010) by Katie Eary

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Fig.31. Prince Pelayo wears Katie Eary (2010) by Saga Sig

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APPENDIX 5- Grimes in The Guide

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(Richards, The Guardian Guide, 28/04/12, p.10-11)

APPENDIX 6- Grimes x Long

Fig. 32. Claire Boucher wears Long (2011) by Long Clothing

Fig. 33. Claire Boucher wears Long (2011) by Long Clothing

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APPENDIX 7- Long x DJ and Club Cool

Fig.34. Long Club Cool Party Poster (2012) by Long Clothing

APPENDIX 7a- Oyster Card Wallet design

BY NASIR MAZHAR Fig.34a. Oyster Card Wallet Design (2012) by Philippa Bryant

Black matte plastic Oyster card wallet with embossed logo on the front89p each for 200 from travelwallet.co.uk 27

APPENDIX 8- Measuring Promotional Effectiveness Press Pack • Number of times the photographed product appears in a magazine

Email Newsletters • Measuring number of ‘re-blogs’ on Tumblr/ other blog posts

Gifting • Whether the ‘giftee’ writes about or features the backpack in a positive light and number of consequential blog posts

Launch Event & giveaways • Real-time reporting of results from the live experience team (Brand ambassadors, team leaders and event managers).

• Online real-time reporting (looking at Twitter ‘trends’ and ‘hashtags’) • Participant feedback • WOM reach= number of interactions x 17, + initial number of interactions> ~200 event guests x 17, + 200 = 3,600+ WOM interactions (Smilansky, 2009, p.193-4)

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APPENDIX 9- Nasir Mazhar, Photography by Saga Sig “I’M SAGA SIG, A PHOTOGRAPHER FROM ICELAND, BASED IN LONDON, U.K.” Fig.35. Saga Sig (2012) by Saga Sig

CLIENTS: TOPSHOP 214, I-D ONLINE, DAZED & CONFUSED UK, DAZED JAPAN, DAZED KOREA, DAZED DIGITAL, NYLON MEXICO, NYLON JAPAN, INDEPENDANT FASHION BLOGGERS, KRONBYKRONKRON, ADOLFO DOMINGUEZ, DEALER DELUXE, BALLADOF, THE NATIONAL, VISION, ILOVEFAKE, PLATFORM, PLAYING FASHION, ANDERSEN & LAUTH, ADOLLSHOUSE AND MORE. (Saga Sig, 2012, About Me [online], 19/05/12)

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OPPOSITE: Fig.36.

Nasir Mazhar (2012)

by Saga Sig THIS PAGE: Fig.37.

Nasir Mazhar (2012)

by Saga Sig

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Nasir Mazhar- Biography

Driven by the concept of redefining the already defined: Nasir Mazhar continues to challenge the conventions of headwear, working both with and against the standard structures of hats set before him. With the aim “re-introducing the practice of hat wearing”, Mazhar simply sets out with the curiosity of finding an alternative to the existing format of hats. Reflecting his background in theatrical hat making, his designs have drawn upon influences as eclectic as Hip Hop, fetish, the animal kingdom, cartoon, the Far East, Mythology, Sport and Religion, all of which are given a twist of street-culture and hyperbole to create fantastical collections of hats.

Mazhar designs for a new tribe of men and women. His designs are revolutionary and unseen, taking headwear to new realms. A true example of Mazhar’s characteristics and style is seen in his trademark re-invention of the baseball cap, with its unique signature box peak. The range varies from fantastical showpieces worn by pop super stars to box peak caps and visors worn by the cutting edge urban youth of today.

Last season saw these pieces joined by a range of leather bags in collaboration with traditional saddler Kay Simmons. The leather collection is a natural progression and accompaniment to the headwear collections and another step for Nasir Mazhar towards becoming an accessories label.

Previous collections have garnered support from top press across the world including Vogue US, UK, Italia and Russia, Self Service, Purple, V, Another, Pop, 10, Numero, Arena Homme +, Dazed and Confused, i-D and more. With the on-going support from various leading creatives in the industry such as Nicola Formichetti, Sophia Neophitou, Mark Holgate, Max Pearmain, Patti Wilson and Wolfgang Tillmans: Nasir Mazhar has been named ‘one of a new wave of Artisan Makers and shaker-uppers’ by i-D magazine and ‘one of the most talked about talents of the moment’ by Vogue.com.

Alongside his own collections and special commissions, Nasir Mazhar has and continues to collaborate with some of the industry’s top designers including Meadham Kirchhoff, Louise Gray, Bernhard Wilhelm, Thierry Mugler, Viktor and Rolf, Richard Nicoll, Romain Kremer and Gareth Pugh

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For SS12 Nasir Mazhar has taken his tribe of London boys and girls to a tropical rave somewhere 20 degrees north of the Equator. Two of the UK’s most prolific Grime MCs, Lioness and Shystie, provide a live soundtrack to a party on figurative Caribbean sand.

The collection includes acid-bright Mefil® dreadlocks and the newest incarnation of Mazhar’s trademark box-peak Bully caps, done in mismatched animal prints and kitsch florals. Zebra stripes, leopard spots and polka dots are spliced and clashed to bring a concrete jungle vibe. Also seen is the sculpture and drape of a hyper-bright hijab, a nod to the cultural mashup that is a Mazhar signature.

Alongside the headwear shown for SS12, Mazhar shows a range of bags that has expanded considerably to include duffels, backpacks and beach bags, realized in neon bright fun fur, netting and leather; a playful collision of colour and texture. Tiny travel bags trimmed in marabou are the perfect accessory for Mazhar's woman. They may be small but they hold the essentials - phone, keys, cigarettes, and a baby bottle of Havana Club are all she needs.

The collection not only re-affirms Nasir Mazhar as an exciting and talented designer of headwear, but also cements the broadening of his practice to one that includes accessories. It comes as no surprise then that he was nominated for Emerging Accessories Designer at the British Fashion Awards 2011.

Alongside his own collection for SS12, Nasir Mazhar will once again be collaborating with his friends and contemporaries Meadham Kirchhoff and Louise Gray. The Nasir Mazhar SS12 collection will be available to view through sales appointments at The London Showrooms, Paris, from September 29 – October 6.

For all press enquiries please contact jamie@goodleypr.co.uk. For sales enquires, info@nasirmazhar.com

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