FUSION Rebecca de Pallejá Sardá Fashion Marketing & Communication Level 5 Fashion Show, Event organization & Digital Identity CWK3 Jaime Romeu, Carlos Sanandrés
INDEX
Introduction Objectives Editorial Platform Current Situation Event Concept Event Production Communication Strategy Sponsors & Product Placement Budget References
INTROD
UCTION
FUSION is a combination of the idea of a hipster lifestyle and the slow life, which result in a vintage-modern platform for men who are seeking to experience constantly a sense of luxury through an alternative lifestyle. The brand promise is that Fusion gives simplicity and confidence to a man’s life through embracing ethical, healthy and quality lifestyle. The brand desired outcome is to: -Be seen as modern, intelligent, exclusive, yet not distant. Offering inspiring quality experiences hence vitalizing the brand image. -H2H communication in order to build relationships between the readers and the magazine. -4.0 marketing and communications -Generate traffic towards Fusion social media and website -Achieve high sales The primary target are open minded HENRIES arround 22-35 years old, interested in sports, health, nature and fashion and which opts for organic products and ethical fashion. Hipters, minimalistic and heterosexuals. While the secondary target are 30-40, young men adults who cares about their public image (hygenic, clean, fresh). People with an active lifestyle and which are not afraid to try new things, innovative.
TERRITORIES
The brand charecter will be; Modern/sophisticated, A balance between text and visuals will be appreciated through all the editorial platform. It is a luxury magazine, however not bling 1. Sensitive Market bling; Personal/actual friendly tone to create a communication bridge in which they feel connected to the magazine; Unique/ It is directly linked to moving people’s feelings. The look and exclusive, online publication will be updated on a daily basis feel like sounds, smells and touch is an opportunity to create to engage with the readers., while offline publication will have connections between the company and clients. bi-annual issues, extended and long mostly covering discove2. Healthy Market ries done through the 6 months about the three different fields. Is valued and appreciated mainly by millennials, since feeling strong, clean and fresh is becoming key to feel confident and success in life.
3. Sustainable Trend
The concern about the environment, animals and ethics.
4. Beauty Market Skincare, grooming and brands with a strong personality are gaining awareness and target. The idea is to launch an offline magazine that touches healthy food places, barber shops and men fashion brands in the UK. This will be available in quality food restaurants, well-known barber shops and specific stores in big cities of the United Kingdom. The strategic markets would be UK and Nordic countries. If everything goes as it plans, FUSION will expand to other market countries.
MANDATORIES
DO LIST
DON’T LIST
Engaging with our target and other public by offering them new information and making them feel the need to follow us, because they feel connected and understood.
Foccusing on only selling to a specific audience. As there could be new clients with a similar target group as ours.
Create more engagement by implementing marketing 4.0. As the world is going digital we should offer them innovative digital platforms.
Advertising everywhere. As we want to keep exclusivity and sophistication.
Marketing 3.0 will also be implemented, as people like to feel emotional. Translate the emotions into digital by applaying technology and marketing face to face.
Focus on one territory, as we want to offer a range of activities/experiences that are interesting and engaging to the target group.
Create a tighter and deeper link on social media with our followers. Define the corporate image of the brand. Achieve the connotations and prestige wanted in the luxury market.
Having a close mind on homosexuality. Women can also feel free to buy this magazine.
O B J E C
T I V E S
LAUNCH FUSION THROUGH EVENT An objective in an specific result that aims to be achieved in a certain time frame. For fusions launch objectives have to be: specific. measurable, achibable and reliable
TERRITORIAL GROWTH THROUGH UK
INCREASE SALES VOLUME
CONNECT WITH OUR TARGET AND REACH A WIDER PUBLIC INSIDE OUR TERGET. BE EMOTIONAL.
POSITION THE BRAND AS A REFERENCE MAGAZINE INSIDE THE MARKET
INCREASE LUXURY FOCUS ON ALL COMMUNICATION STRATEGIES
EDITORIAL
PL AT F OR M
FUSION is a combination of the idea of a hipster lifestyle and the slow life, which result in a vintage-modern platform for men who are seeking to experience constantly a sense of luxury through an alternative lifestyle.
FUSION is inspired by the detailed and careful lifestyle, slow and minimal, quality and uniqueness. The magazine showcases the work of artists or talented people that have come part of the affordable luxury industry and whose main goal is creating unforgettable experiences to their clients in their specialisation.
Firstly, the editorial look and feel of the magazine was inspired by a number of editorial publications, which portray the aesthetic we wish to deliver through our platform.
Lastly, for some of the articles that will be included in Fusion, we got inspiration from the “City Guide” made by Cereal Magazine, which is a guide for places to eat, to shop and what to see. This guides, inspired us to create a section named “Discovering” for all the places that we discover and carefully curate in our three main themes: grooming, gastronomy and fashion.
1. ETHICAL Embracing the idea of being trendy without having to explode both people and the enviroment. Fusion wishes to approach to fashion in a professional way, due to the reason that our readers enjoy fashion which means they know what is going on in the industry.
VALUES
2. GROOMING TECH
3. ORGANIC
The world has become digital, therefore playing with technology is a must for consumer experieince.
Every 3 weeks Fusion will feature a new model or professional stylist for this section in which he will share with us all men beauty tips, prefered barbershops, and top products.
A person will be in charge to post instant pictures and videos of the places and tips in the online platform in this way we keep a friendly engagement with our audience.
4. STAY HEALTHY
5. IN-STORE EXPERIENCE
Fusion has a variety of crew members frequently researching and visiting for the best and healthy restaurants in UK. Giving personal rate, advice on the food and services of each restaurant also posting pic- tures and comments of each.
People feel engaged by story telling, so FUSION will communicate their brand identities by incorporating an in-store experience. This way consumers will feel part of something.
6. MAGAZINE
7. OMNI CHANNEL
The print magazine will be bi-annual issues with quality visual, and writing. The issues will simulate the look and feel of a book.
This section will combine the print magazine and the multi channels platforms in order to deeply engage with the consumers.
Fusion believes in the essence and value of the print magazine, but we also want to create a digital platform that will engage the consumer and facilitate the interaction with them. People are expecting to have fun and be constantly surprised by the companies, and that is why FUSION will be innovative in order to impress the target and make them loyal to us.
MARKETING 4.0
1. VIRTUAL MIRRORS
2. 3D PRINTERS
FUSION will implement virtual mirrors in 3 selected barber 3D printers are the latest revolution in the society, and FUSION shops (Murdock, The Re nery, The Palm Mall) and the idea is to believes in the power of creating a unique experience by the use make a close image to how they would look in the reality with a of them. different style. Food printers work easily: ingredients are put inside and in some minutes, the food is printed in the way you design it.
EMOTIONAL Meet emotional and rational needs of consumers. Value of products to consumer emotions.
COMMUNICATION
3.0
ENGAGING
MESSAGES
Connecting with the consumers. Engaging with the people, by offering them what they want.
Offering the people up-to-date information, stories... which are relevant for the brand, so they have stronger trust issues.
CURRENT
S I T UAT I O N
We have noticed that there is more demand in terms of the markets but there is not any magazine that offers content for an specific group that is interested in barber shops, healthy restaurants and habits as well as ethical and alternative fashion brands. We see a clear opportunity to generate new content through luxurious individual discoveries and perceptive experiences.
ABOUT
Stella McCartney behind the scenes fashion show 2015
We want more recognosition of the magazine in the market. We want to create brand awareness, increase trade volume and create ‘top of mind’ in our mind clients. Attract new clients of both targets and get them to know the magazine, by different communication tools.
H&M campaign sustainability
Sushi exposition Paris
Barbershop simulation London
1. FANTASTIC MAN Semi-annual fashion magazine for men, which presents fashion exclusively for men by interviews with a numbered of male celebrities and other important figures from various background.
MARKET
COMPETITION
2. L’OFFICIEL HOMMES
3. CEREAL MAGAZINE
French fashion magazine for men with an interest in fashion.
Biannual magazine, which is divided in chapters regarding different cities. The content on every chapter includes people, products, photography and places of each city.
4. THE BITE
5. KINFOLK
Kinfolk is an entire magazine based around the idea of articles An independent magazine which is focused on art and fashion in food and wine, cooking up food to share with friends while from a youth standpoint. also enjoying good restaurants..
6. INVENTORY
7. MODERN BARBER
A magazine with the intent of expressing a unique set of social and cultural interests. The magazine has a strong focus on de- This magazine is devoted to the UK’s barbering industry (and sign and craftsmanship. their clients).
8. BARBER NV
9. MAN LONDON
Barber NV is the new industry-led business magazine for bar- It is for sophisticated, international men of style with substance; bers across the UK. adventurers and creative leaders interested in the world.
10. ANOTHER MAN MAGAZINE
11. WALLPAPER MAGAZINE
It is a bi-annual publication for men, in which a combination of This magazine delivers the best content in architecture, design, fashion, art, design, photography and living. art, travel, lifestyle and fashion,
FUSION will be positioned as an alternative and close to luxury (because its uniqueness) magazine. With an affordable price and an active online presence (not that much offline). It is gonna be niche, very specific and only sold in the UK, only for men.
BRAND
POSITION
SUSTAINABILITY
MARKET TRENDS
The latest data on consumer trends is clear: 55% of consumers are actively seeking green products and services. No company can afford to ignore sustainability as a key market strategy. Sustainability will increasingly determine market share and in uence brand loyalty across a vast array of market segments— driven by consumer attitudes and competition.
HEALTHFUL
INFLUENCE MARKETING
The PwC report says that, over the past year, nearly half (47%) Influence marketing isn’t new, but it will begin to mature in 2017. of the 18-34 age-group surveyed had changed their eating habits towards a healthier diet, as compared to just 23% of those aged Warren Whitlock, a noted influence marketing pro, says, “Everover 55. yone has influence. Influence marketing is the practice of finding the people who are already influencing your market. They will welcome your help to serve their audience better and reward you with reputation and trusted leads.”
Salmon Lunch pictured by David Smwells PwC eating healthy barchart
IN-STORE EXPERIENCE
LUXURY TRENDS
KATE SPADE 24 hour pop-up stores where you’re not physically walking into a store but instead their windows are giant touchscreen displays that allow you to place your order of the latest products offered and have it delivered to your door that day, free of charge. Creating new ways to shop will only help retailers and brands engage more with their customers and build on the relationships formed from the already loyal customers.
TRANSPARENCY
CHARITY
Stella McCartney Environmental Profit and Loss is a form of natural capital accounting that gives the public a transparent and quantifiable understanding of the environmental impacts produced across their supply chains.
Charitable donations enable luxury brands to connect with their customers in the name of causes that resonate with modern consumers. These contributions give brands integral credentials as being eco-friendly, sustainable, or altruistic entities that give consumers a new and improved way to invest in the exclusivity that luxury products promote.
CUSTOMIZATION
OMNI CHANEL CONCEPT
The Louis Vuitton Mon Monogram service will allow you to customize your Louis Vuitton bag, ending up with over 200 mi- Burberry offers an omni chanel experience in their london shops llion possible combinations on your bag of choice. The selection by implementing smart mirrors which display a catwalk version of bags include the iconic Speedy, historic Keepall travel bag, or of the item. the Pegase 55 wheeled cabin case.
LUXURIOUSLY TOGETHER
SEE NOW, BUY NOW
Growth in ecommerce and social-media shopping is forcing A strategy where a brand offers complementary products or ser- high-end fashion brands toward a consumer-facing, see-nowvices to the ones clients consume or will consume. buy-now business model, which consists of runway styles being This strategy may be implemented by business collaborators or available for purchase immediately after fashion shows instead by a company which has a range of particular brands. of the customary six-month wait.
Gigi Hadid x Tommy Hilfiger fashion show 2016
HIGH TECH INTELLIGENCE
COMMUNICATION 3.0
This connected store provides the “best of the online world” in A reality of people interconnected through intelligent networks. a physical location. Shoppers can browse as usual or these can This works by implementing, social commerce, geolocation, shop via the “connected wall” - a giant touchscreen/mirror that semantic web. allows customers to swipe through available products, among other things. Stimulation of a virtual mirror
UNOBTRUSIVE
HENRY’S
Through its unique logo, high-quality contour, extremely sophisticated fashion sense, discrete and elegant products and loyalty, Dior attracts fashion-conscious women from high social class.
High earners not rich yet are the backbone of consumer spending. HENRYs are the most important new consumer segment in today’s post-recession economy and the key to marketing and retailing success. They are the new middle-class customer for mass marketers and the gatekeepers for the future luxury consumer market.
DIGITAL WORLD
EVENT TRENDS
Live show by Burberry regent street London
CUISINE
STORY SHOW
Eventure food, cusine event 2009
Fashion Story by Kanerva Mantila
COCKTAIL
MUSIC
Jazz band in a bar in NYC pictured by David Smith
PHOTOCALL
Photocall Madrid for Fashion Night
PHOTOGRAPHER
EVENT
CONCEPT
Based on the brand desired outcome, their promise, the target market, their target... on everything explained above, FUSION will develop a creative concept and strategy suited and optimal in order to create a event that will create publicity and obtain maximal brand recognition. How can we present the magazine and connect the brand with the fashion industry? Cereal magazine layout
Cereal magazine layout
Fantastic man magazine
WHAT WAS LEFT ON THE PAST
The event concept will be ‘What was left on the past’, meaning all the feelings, actions and thoughts we left behind, either because time has changed or because you don’t remember. FUSION is about blending the old with the new, the past with the future and this is what this concept is about, playing with new technologies as it is what out target likes, however not leaving behind their vintage style. FUSION will play with this concept displaying images from the magazine about fashion and travel, symbolizing the idea that that people forgets easily things and by images they are able to teleport to a moment or though.
The February Issue of Vogue Italia, designed by Franca Sozzani and realized by Steven Klein
FUSION will use digital technology to display projections of images, so that there is a room full of projected images. The photos projected will include photographs that where already shown on previous magazines and new ones exclusively taken for the event, as their covers and pages. The starting point of all the images will be simplicity with a touch of luxury. The purpose of the visuals will be to take the soul of the people to the image representation. By displaying a large amount of varied digital images people will be able to be transported to that photo, as the image is bigger than in paper they will be able to see specific details that they didn’t realize before, creating bigger feelings and desires.
International event to present the new “Ideal” watches line. Design and production by Silvestrin & Associati
The main intention is that people feel engaged and impacted by how the images are displayed in a screen with the big amount of details behind it and how FUSION implements marketing 4.0 and communication 3.0. The images projected will vary from size to size, ones will be bigger and others smaller, to create a flowing and not keep it monotonous. Combination of fashion and travel projected images will engaged the guests with live & interactive experiences. The images will be projected as we want to show how FUSION cares about technology and new ways of doing things, however they will be displayed in a vintage way so that FUSION blends the concepts of old and new, ‘What was left on the past’.
Glamour Beauty Show, the first Italian event dedicated to beauty and signed by Glamour Italia.
International event to present the new “Ideal” watches line. Design and production by Silvestrin & Associati
As we need to increase sales volume FUSION will also display non projectable images which will be available to those who want to purchase them. This will also give the secondary target, a more vintage way of seeing things, blending the old ways of doing things (printed images) with the new ways of doing things (projectable images). This images will be totally exclusive and unique, as no one will be able to purchase the same one, creating a luxurious and powerfull feeling. A special edition magazine will be created for the event, including special interviews and sections. People will be able to purchase the magazine in the event. 5% of the money obtained in the event will go to charity.
The Nederlands Persmuseum (Dutch Press Museum)
Image Museum (Portugal)
Portuguese Centre of Photography
Three Shadows Photography Art Centre
As the concept is ‘what was left on the past’ FUSION will also recreate a small barbershop, so that people is able to see how a good cut was done in the past and is still done in some places.
By doing this FUSION also show a section of their magazing, grooming.
People will be able to enjoy barber workers from one of the best barber shops in London, ‘Murdock London’, which are the grooming specialists for gentlemen of good taste. People attending the event will be able enjoy a wet-shave or beard trim and have his hair cut by skilled senior stylists. An experience which only the most daring ones will be able to enjoy. The cut won’t be for free, the price will vary from 10£ to 15£ and the money will go to charity.
The main idea is the presence of the brand influencers in the events (for instance, when collaborating a barbershop and a fashion brand) is crucial to show that they are Fusion, they believe in the same values, and to make the core target believe in them and feel identified.
INSPIRATION Inspired on the simplicity and adaptation of technology on the now a days world. Mixing this new era with the one left behind.
FUSION means “the process or result of joining two or more things together to form a single entity”, joining the past with the future.
THE WOOLMARK COMPANY, SYDNEY by L’Uomo Vogue
THE WOOLMARK COMPANY, SYDNEY by L’Uomo Vogue
VOGUE 50th ANNIVERSARY. With projections and prints of the most famous covers and pages. 50 years of style in the same building where the magazine comes to life and form.
VOGUE 50th ANNIVERSARY. With projections and prints of the most famous covers and pages. 50 years of style in the same building where the magazine comes to life and form.
VOGUE 50th ANNIVERSARY. With projections and prints of the most famous covers and pages. 50 years of style in the same building where the magazine comes to life and form.
Art gallery LONDON, PROJECTED IMAGES
Art gallery LONDON, PROJECTED IMAGES
Vanity Fair magazine celebrates five years in Italy with Douglas Kirkland’s photographic exhibition.
XACUS ‘A shirt a star’ by Xacus by L’Uomo Vogue by GQ Italia
XACUS ‘A shirt a star’ by Xacus by L’Uomo Vogue by GQ Italia
Ireland art gallery
Glamour Beauty Show, the first Italian event dedicated to beauty and signed by Glamour Italia.
New York art gallery
EVENT
PRODUCTION
THE IDEA On this section the editorial platform will be launched through an event. This section will include the location of the event, the date, how will the event be produce, what we will need for the event and the development of it. As the creative concept was already explained, it will be easier to understand the whole event concept.
LOCATION FUSION will be doing the event on the 20 Fenchurch Street at the ‘sky garden’ at the top of the building. A perfect place located at London’s heart. The event will take place on the 30th of September. The event will start at 17.30, so that people can take a walk arround the fantastic building and the graden without worrying about not having enought time for everyting.
Lighting has a huge impact on the ambience of an event so the inside will be all illuminated by a soft candle light combined with small yellowish LED lights. The stairs route will be lined up with candles, which give a lovely warm amber glow.
The cocktail bar of the building will be lighted up with a yellowish warm light to create a feeling of luxury and magic. The building will be all illuminated with a warm gold light so that you can appreciate the architectural beauty. The building is covered by crystals and that gives the sensation of amplitude and greatness.
ENTRANCE
Once the guests reach the sky garden entrance hall there will be a wardrobe accompanied by a photocall, where the guests will salute the press and take pictures.
On the reception of the building there will be people attending This room will be the most simple one in comparsion with the others. the guests and guiding them to the top part of the building, where the event will take place. People will reach the top part by using the lifts, which there will On the left of the room the wardrobe will be placed living the right part of the room to the photocall. be one person in each lift attending the guest.
PROJECTIONS
The sky garden is divided in 4 parts. The bar, the cocktail terrace, the restaurant and the event space. For the FUSION event where the bar is located it will be the space for the projections. As it is a large space it is perfect fot it. The windows will be covered by a black courtain, so that no light can pass and so that people only foccuses on the images. THE WOOLMARK COMPANY, SYDNEY by L’Uomo Vogue
JAEGER-LECOULTRE Ideal International event to present the new “Ideal” watches line.
THE WOOLMARK COMPANY, SYDNEY by L’Uomo Vogue
Everything will be removed from the bar, giving the whole space for the projections. The projections will be displayed on the walls and black courtains, following a line, giving the whole room a space to move freely.
JAEGER-LECOULTRE Ideal International event to present the new “Ideal” watches line.
PHOTOGRAPHY On the cockatil terrace non projectable images will be displaced and which will be available to those who want to purchase them. As it is an open space the only light needed will be the ones of the focis which will be lightining upwards the image. The space will be totally reserved for the photo’s, giving a clean All the photos will be protected with a crystal frame, so that no damages are produced. open space. The name of the photos will be placed beneath each frame, on a golden plate, with the number of the photo so that if anyone is interested on buying it a special guy will be arround the gallery. Two security guards will be in each of the rooms.
Two specialist from ‘Murdock London’ will be working there. Creating their famous art on the daring guests. The space will be minimalistic and imitating and old barbershop. A big crystal will separate where the barbers will opperate and On the restaurant part everything will be removed and a small the rest of the guests waiting their turn. barbershop will appear. With two big mirrors and two special seats will take place, imitating a barbershop.
INTERACTION
The guests waiting their turn will wait on a small room beside the where the barbers do their work. The room will be composed with one big chester sofa and 4 virtual mirrors. The mirrors will be digitalized, so that before any cut people will be able to see which one is the best suited. Offering customer experience. EFA is an industrial and provident society based in London which aims to develop and support innovations to promote small and medium sized enterprise development. This is intended to mitigate poverty by creating sustainable employment and improve agricultural productivity, which benefits rural livelihoods.
EQUITY FOR AFRICA
EFTA provides lease finance for equipment, which is repayable over three years. EFA has provided capital, expertise, management and other resource to develop EFTA from a start-up to a national business with offices in Moshi, Arusha, Mwanza, Bukoba, Mbeya and Morogoro. EFTA’s innovative approach was reThe chester sofa will be stuck to the mirror that separates in an cognized by the G20 at the 2010 Seoul meeting, winning the elegant way the two rooms, making the guest face backwards the G20 SME Finance Challenge. barbers, having to face the virtual mirrors. FUSION beliefs in the power of diversity and the importance of The mirrors will be stucked into the walls. helping the most needy, thats one of the main reasosns why they The mirrors will be connected to a plug, as they are digital and are joining with them, because they know how scarce things are they need wifi and battery. and the help they need. FUSION is about merging cultures.
COCKATILS
The space is very wide, so people will be able to walk arround and contemplate the formidable views that offers the building, being able to see London at night. There will be some tables with chairs for the ones willing to have a rest.
On the bottom part of the floor the cockatils will be served along with the food. There will be one big bar, where you can order directly and waiters walking arround with champagne. The food will be served by a catering offering canapÊ, sushi... The waitresses will be walking and people will feel free to get whatever they want. The cocktail bar will be located in the middle of the room touching the lifts. However another bar will be located on the top part for those attending the other rooms, so that they don’t have to go down every time they need a drink.
TERRACE
MUSIC
A terrace will be availabe to the smocking people. The terrace is A jazz band will be playing on the event with a singer. Jazz belocated on the bottom part. cause is an engaging music which is cheerful, with rythm and at Ashtreys will be distributed along the terrace. the same time not scandalous. Some tables and chairs will be placed there along with some People is able to talk while listening to the music. heaters. The terrace will be illuminated by lamps beside each table.
A jazz band will be located in between the stairs and the cocktail bar. The type of jazz will be vintage combined with modern, as it suits perfect with the people attending the event.
TIMELINE TEASER
EVENT
ACKNOWLEDGMENT & SALES
Send save the date to the VIP people
Venue with photocall
Send thank you cards to the guests
Send invitations to the guests
Welcoming cocktails
Sales campaign
Confirmation
Speech from FUSION welcoming the guests and explaining the theme
Impact on how the event affects FUSION launch
Invite journalists and influencers Press release
Guests take a walk through the building, exploring the different rooms Catering serving food and band playing music
THE VENUE
INVITATION Video Catalog
DEVELOP IDEA
An invitation convining technology and paper. Hard cover with the title FUSION, explaining the event inside and a video inside explaining FUSION. Interactive way of expressing. (for chargin: iphone plug)
Washing heads
FURNITURE Barber Chairs
Digital mirrors Chester Sofa
Digital Projection
LIGTHS Interior lights, Photograph lights, Terrace lights.
Tables and charis
HEATERS Terrace heater
PROTECTION
COMMUN
ICATION STRATEGY
To achieve a engagement and talk we need a good communication strategy, including social media, press...
Objectives of the strategy: -Generate sales -Create awareness -Make people a full understanding of the magazine -Show the values of FUSION -Create a bigger family inside the target
EVENTS Presentation of the magazine Opening ceremony Cocktail dinner
CONSUMER ENGAGEMENT PLATFORMS Pop-up store App FUSION
MEDIA RELATIONS MEDIA PLAN Target Media Social Media
Influencers
PR PLAN Brand ambassador plan Opinion leader & influencer plan Digital influencers
SPONSORING & PRODUCT PLACEMENT Event sponsoring Main sponsor Commercial sponsor Technical Sponsor
The presence of the brand in uencers in the events (for instance, when collaborat- ing a barbershop and a fashion brand) is crucial to show that they are Fusion, they believe in the same values, and to make the core target believe in them and feel identied. FUSION already works with some influencers (mentioned in CWK2), and those will be the ones attending the event. Joey London Kevin Lunchmun Nomad Barber Mr Liptrot Jordan Bunker They will be publishing on three platforms: Facebook, Instagram and lately on their blogs. INSTAGRAM: they will be doing instastories about the invitation, the event, the cocktail... and then they will post pictures of the event on their profiles. FACEBOOK: post pictures and direct links to their articles of their blog. BLOG: write abobut the event and post pictures.
Press Release 1st of September, 2017 - 30 days prior to the event A press release will be delivered to journalists telling them about FUSION and about the event.
TIMELINE MAY
30th Sept
Talk with 20 Fenchurch Street at the ‘sky garden’ to rent the place. Talk with Murdock London for hiring two of their men for the event. Talk with digital enterprises for digital mirrors and projected photographs.
JUNE
AUGUST
Selecting the best material for the photos and creating new ones.
Talk with influencers about the plan
Taking to interior designers to how it should all look, the barbershop, venue...
Talk with ‘Equity for Africa’ so that they know about us
Preparation of the special limited magazine and the non virtual photos.
Talk with publications for coverage
JULY
SEP
Selection of catering, cocktail men, lightening, guards...
Send invitations
Arrange the jazz band in order to have a good one. Renting of all the furniture and
Send press release Wait for confirmations Event happening
S P O N PRODUCT
S O R S PLACEMENT
MAIN SPONSOR Murdock London
SPONSORS This section will be divided into three parts: -Main Sponsor -Commercial Sponsor -Technical Sponsor
COMMERCIAL SPONSOR
TECHNICAL SPONSOR
Barber Shops
Catering
-Bottega Veneta Pop-up Barber Shop, London -The Refinery -Pall Mall Barbers -Fellow Barber NYC
-Payne and Gunter (London’s creme de la creme)
Restaurants -Chotto Matte London -“T- Zilte” Two Michelin star restaurant- Antwerp -Mildreds , London -Burro e Salvia - London -Intercontinental Park Lane - London
Fashion Brands and Magazines -Stella McCartney -Jil Sander -Calvin Klein -KinFolk Magazine -Cereal Magazine
DJ and Jazz Band -Matt Maurice (Highly regarded as musical curators capable of creating the perfect atmosphere to suit the mood and energy of any occasion or event.) -Tuxedo Jaz (whether it’s ambient background music for your wedding reception or an evening band to get the crowd up on their feet, Tuxedo Jazz are the ideal choice.)
Lightening Digital -Sony
DRINKS On the cocktail bar we will be serving:
PRODUCT PLACEMENT
-Gin (Tanqueray and Hendrick’s) -Vodka (Belvedere and Beluga) -Whisky (Johnie Walker) Waitress will be serving: -Champagne (Bollinger)
GROOMING PRODUCTS
ELECTRONIC
On the barbershop:
On the barbershop:
-American Crew -Brickell -YULI LUXURY shaving oil made by a mi of natural oils. -MEN CAVE face wash with fresh almond extracts.
- Sony - Casio
BUD
GET
EVENT Catering
Service: 30$/hour
Menu: 50$/guest
Music
DJ: 700$
JAZZ: 250$
Renting
Place: 20.000$
Extras: 1.000$
Logistics
Transfer: 50$/transfer
Cocktail
Bar Man: 25$/hour
Drinks: 5.000$
Decoration
Furniture: 15.000$
Set up: 20$/hour
Technical
Light: 3.000$
Sound: 2.000$
Security
4 guards: 40$/hour
Transfer: 30$/hour
TOTAL
47.245$
Photographer: 50$/hour
SOCIAL MEDIA CAMPAIGN PR & Media
500 invitations: 80$/invitation
Delivery inviations: 1$/delivery
Thank you card: 10$/card
Cost/post (2 each): 500$
Cost/story (3 each): 250$
Influencers: 6
Link to article (1 each): 200$
Influencers: 6
Blog
Articles (1 each): 400$
Influencers: 6
TOTAL
54.100$
Event
47.245$
Social Media Campaign
54.100$
TOTAL
101.345$
REFER
ENCES
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Mattmaurice.co.uk. (2017). London DJ’s for Weddings, Event’s Parties :: Matt Maurice. [online] Available at: http://www.mattmaurice. co.uk [Accessed 22 May 2017]. Murdocklondon.com. (2017). Mens Beard Grooming, Shaving & Skincare - Traditional Barbers Shop London. [online] Available at: https://www.murdocklondon.com [Accessed 22 May 2017]. Olapic | Visual Marketing & Earned Content Platform. (2017). 3 Trends Luxury Brands Must Consider in 2017 | Olapic | Visual Marketing & Earned Content Platform. [online] Available at: https://www.olapic.com/resources/3-trends-luxury-brands-consider-2017_blogp1aw-f1tr-v1lu-t1dm/ [Accessed 22 May 2017]. Skygarden.london. (2017). Sky Garden | SkyGarden. [online] Available at: https://skygarden.london [Accessed 22 May 2017]. Staff, I. (2017). High Earners, Not Rich Yet - HENRYs. [online] Investopedia. Available at: http://www.investopedia.com/terms/h/highearners-not-yet-rich-henrys.asp [Accessed 22 May 2017]. The Business of Fashion. (2017). Fashion Marketing & Communications | BoF Education Fashion Course | The Business of Fashion | #BoFEducation. [online] Available at: https://www.businessoffashion.com/education/collection/fashion-marketing-communications [Accessed 22 May 2017]. The Business of Fashion. (2017). 10 Trends That Will Define the Fashion Agenda in 2017. [online] Available at: https://www.businessoffashion.com/articles/intelligence/10-fashion-trends-define-agenda-2017 [Accessed 22 May 2017]. Today, L. (2017). 5 Impressive Sustainable Luxury Fashion Brands. [online] The Lux Authority. Available at: https://theluxauthority.com/ sustainable-luxury-fashion-brands/ [Accessed 22 May 2017]. Top Hat Catering. (2017). Luxury Catering Services in London and Wiltshire - TopHat. [online] Available at: https://www.tophatcatering. co.uk [Accessed 22 May 2017]. TrendWatching. (2017). THE FUTURE OF LUXURY - TrendWatching. [online] Available at: http://trendwatching.com/trends/the-future-of-luxury/ [Accessed 22 May 2017].
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FUSION
INDEX Introduction Communication Strategy Fashion Show Trends About The Brand The Designer
The Collection The Creative Concept Fashion Show Elements Other Activities Annex References
INTRODUCTION This project is based on three previous works, on which we created an editorial platform named FUSION. Fashion show is the continuity of Events project on which we wanted to launch the editorial platform. The main objectives of this part of the project is to promote and possition the brand to give more importancy to the magazine foccusing on the fashion part. Thats why we will collaborate with a fashion brand and which will be located in the luxury world as FUSION is directed to the luxury fashion industry. The fashion show is a cross marketing activity dedicated to the fashion section of Fusion. FUSION will collaborate with Calvin Klein as they have similar values and other aspects such as iconic or provocative which will give FUSION a wider view of the target. Objectives of FUSION:
Objectives of Calvin Klein:
-Promote and position the editorial platform
-Present Fall Winter 2017 collection
-Achieve high sales
-Brand activation
-Strenghten the relationship with our target
-Increase client base and achieve high sales
-Reach wider target in the key market
-Promotion
-Connect with brand territory and create brand awareness
-Reach a wider audience in the key market
-Achieve the connotations and prestige wanted (luxury industry) -Generate traffic on the platform
-Strengthen and increase consumer-brand relationship -Connect with brand territory and create brand awareness -Earned media
COMMUNICATION STRATEGY Fashion Show Presentation
Create engagement within the clients and the brand Give a clear idea of the brand in terms of fashion Interact with other markets, even that we are foccused on UK Resume the development of the brand’s creative process and growth Increase the word of mouth of opinion leaders, early adopters and fashion insiders
Launching
-Events: launch editorial platform
Positioning
Brand activation: -Fashion show
Consolidation
Brand activation: -Strengthen the brand’s positioning , message and presence -Do consolidation once we are placed as the best
FASHION SHOW TRENDS Social Media
See now buy now
Brands as varied as Burberry and Tommy Hilfiger, to Topshop Unique, Tom Ford and even Alexander Wang in a partnership with adidas Originals. The former of that group took it one stage further and played with the idea of conversational commerce, or chatbots on Facebook Messenger specifically, to get those collections to market.
“Tommyland,� a music festival-inspired extravaganza. Every item shown on the runway will be immediately available online. The day after the show, these runway items will appear in 280 Tommy Hilfiger stores in over 70 countries.
Users were able to see additional content around the collections, follow a decision tree for tailored responses, get a behind-thescenes look at life with supermodel Gigi Hadid via Hilfiger, and explore a gamified maze with the models from Burberry. From there they were given nudges to e-commerce pages once the collections dropped.
TMY.GRL, the new chatbot service from Tommy Hilfiger on Facebook Messenger, in action (Image: Rachel Arthur)
Gigi Hadid for Tommy Hilfiger. Credit Casey Kelbaugh for The New York Times
Technological progress Intel brought wearable technology to Paris Fashion Week this season via a partnership with longtime fashion-tech proponent: Hussein Chalayan. As models walked the runway, visual projections showcased their stress levels on the wall beside them, via biofeedback being sent from the connected accessories they were wearing.
Martine Jarlgaard London will show her collection at London Fashion Week using Hololens mixed reality (Image: Brendan Freeman)
Martine Jarlgaard London show this season were met with a Hololens headset to put on in place of a traditional runway format. Doing so led to a holographic version of the new line – a series of models scanned in advanced and recreated for a mixed reality experience, meaning guests could walk around and explore them in more detail while also seeing the rest of the room at the same time.
TheHusseinChalayanandIntelconnectedaccessorieson the runway at Paris Fashion Week (Image credit: Intel)
ABOUT THE BRAND
In this section I will explain the history of the brand, their main values, their past collections, whats makes them special... The main objectives here is to humanize the brand and its values and to show them respect by showing them we know everything about them, about what they did on the past so that we don’t repeat ourselfs. Calvin Klein Inc. is an American fashion house founded by the fashion designer Calvin Klein. The company is headquartered in Midtown Manhattan, New York City and is currently owned by PVH (Phillips-Van Heusen Corporation, which is an American clothing company which owns brands). Founded in 1968 by Calvin Klein and his business partner Barry Schwartz, they have built their reputation as a leader in American fashion through their clean aesthetic and innovative designs. Global retail sales of Calvin Klein products exceed $8 billion in 2015 and were distributed in (over) 110 countries.
Calvin Klein By Appointment Handcrafted andmade tomeasure in NYC
Calvin Klein Underwear 2007
Values Sensual
Modern
Provocative
Iconic
JUSTIN BIEBER, SPRING 2016
BELLA HADID, FALL 2016
Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. We seek to thrill and inspire our audience while using provocative imagery and striking designs to ignite the senses. After nearly 50 years, Calvin Klein continues to be a cultural catalyst across the globe by embracing tension, sparking ideas and creating unforeseen realities. They believe in a culture that provokes discovery and brave thinking. We strive to make a positive impact on the world. We inspire passion in our people. We embody authenticity and embrace individuality.
CK Brands Calvin Klein is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic. The Calvin Klein brands — Calvin Klein By Appointment, Calvin Klein 205W39NYC, CK Calvin Klein, Calvin Klein, Calvin Klein Jeans and Calvin Klein Underwear — provide them with the opportunity to market products both domestically and internationally at various price points, through multiple distribution channels and to different consumer groups.
Calvin Klein By Appointment is a tribute to the Calvin Klein atelier and their full range of handcrafting skills from embroidery to tailoring.
Calvin Klein 205W39NYC men’s and women’s high-end designer apparel and accessories, as well as items for the home, are sold.
CK Calvin Klein, “contemporary” brand, offering modern, sophisticated, fashionable items including apparel and accessories
Calvin Klein, master brand includes offerings such as men’s and women’s sportswear, outerwear, fragrance, accessories, footwear, performance apparel, men’s dress furnishings, women’s dresses, suits and handbags and items for the home.
Calvin Klein Jeans, men’s and women’s jeans and related apparel. With roots in denim, it is the casual expression of the brand
Calvin Klein Underwear men’s and women’s underwear, women’s intimates, sleepwear and loungewear. one of the world’s leading designer underwear brands for men and women.
Collections Spring Summer 2017 Menswear
Photos: Courtesy of Thomas Giddings, Vogue Magazine
Simplicity was the key word at Calvin Klein Spring Summer 2017 collection, which held a low-key static presentation in Milan following the exit of former men’s creative director Italo Zucchelli, as well as women’s creative director Francisco Costa. (The brand, as WWD has reported exclusively earlier, is widely expected to tap Raf Simons as creative director next month overseeing all the brand’s collections and marketing.) A range of men’s staples was on display on mannequins. These included clean one button and double-breasted blazers, varsity jackets with shirting collars and workwear-inspired front pocket shirts. For a hint of athleticism, a fishnet T-shirt with leather inserts was layered over a sweatshirt and matched with relaxed pleated pants.
Collections Fall Winter 2016/2017 Menswear
Zucchelli built his collection this time around on another icon: the man’s suit. “I wanted to show the universal power of men’s tailoring,” he said.
Italo Zucchelli transformed denim into a jacquard, painstakingly woven in a trompe l’oeil of daily wear and tear, making the everyday precious. Zucchelli first used that jean jacquard for Spring-Summer they lacked the pleasant frisson of surprise. Ditto the foiling, which was reminiscent of a very specific Helmut Lang collection. Inspiration behind all that metallic nylon, pumping up the visual impact of utilitarian anoraks and MA1 jackets; and perhaps of the front row presence of the enigmatic Cameron Dallas. Icon is an overused term across contemporary culture, not just in fashion.
Photos: Kim Weston Arnold /Indigitalimages. com
Collections Spring Summer 2016 Menswear
Photos: Yannis Vlamos / Indigitalimages.com
Italo Zucchelli presented this collection as one of his West Coast collections. He called it Graphic Heatwave, his main motif was inspired by defining L.A. artist Ed Ruscha’s palm trees, and he also abstracted a “surf ’s-up” wave on T-shirts. Though Zucchelli is a rigorous formalist, with substantial tailoring the foundation of all his collections, he is also provokingly experimental when it comes to menswear. Here, he was intrigued by the idea of “roundness,” so many of the models had a circle of fabric attached at the waist, like an odd belt.
CK Fashion Shows Calvin Klein main values are reflected through their Fashion Shows, being modern and iconic in terms of decoration and clothing.
Calvin Klein Fashion show setting is always very alike. Minimalistic, sand colours, factory style and bright foccus light.
One of their values is being modern and for the fashion show this is achieved through their simple and clean aesthetic.
At the end of the Fashion show he always comes out to salute, through the big white walls he always uses for the models to go out and in.
Calvin Klein Fashion Show Spring 2016 Ready-to-Wear Collection Photos - Vogue
Calvin Klein Fashion Show Collection Fall 2015 Ready to wear. Designer: Francisco Costa
Calvin Klein Fashion Show Collection Spring Summer 2015 Ready to wear. Designer: Francisco Costa
Calvin Klein Fashion Show Collection Spring Summer 2014 Ready to wear. Designer: Francisco Costa
Calvin Klein Fashion Show Collection Spring Summer 2013 Ready to wear. Designer: Francisco Costa
THE DESIGNER
Raf Simons, 2017
This section will talk about the creative directors that Calvin Klein had and the one that has now, Raf Simons. By doing that people will be able to understand how the brand has worked, and how is it working now. What we want to achieve in this section is a general overview of the values of Calvin Klein through the eyes of the designers so that people know what are the brand insights of the brand. Pictures, timelines and short descriptions will help to understand better this section.
1
In 2003, Francisco Costa was appointed the Women’s Creative Director of Calvin Klein Collection.
2
Italo Zucchelli, a former Jil Sander and Romeo Gigli designer, had collaborated with Calvin Klein for six seasons before he became head designer Men’s Creative Director of the Calvin Klein Collection menswear line in spring 2004.
3
Kevin Carrigan, an Englishman, is was named the creative director of the ck Calvin Klein, and Calvin Klein (white label), Calvin Klein Jeans and Calvin Klein Underwear brands and their related licensed products. Carrigan has been with Calvin Klein since 1998.
4 5
In April 2016, it was announced that Francisco Costa and Italo Zucchelli would be leaving the company.
In August 2016, Calvin Klein, Inc. announced the appointment of Raf Simons as Chief Creative Officer of the brand, overseeing all aspects of design, global market and communications, and visual creative services.
6
2017 Raf Simons new creative director.
Francisco Costa Italo Zucchelli
Kevin Carrigan
Raf Simons, 2017 Raf Simons (born 12 January 1968) is a Belgian fashion designer. Beginning in furniture design, he launched his own menswear label in 1995. In April 2012 he was announced as the creative director at Christian Dior. On October 22, 2015 he resigned from Christian Dior. On August 2, 2016, Simons was announced as the new chief creative officer at Calvin Klein. Simons’s first collections will debut for the Fall 2017 season. Personality -His name remains inextricably linked to youth and its various subcultures -Culture often works its ways into his collections -High-quality, pared-back basics -Proportions of classic tailoring -Singular vision -Solid foundation of minimalism, carefully-curated muses and an intrinsic understanding of youth subculture.
THE COLLECTION
This section will talk showcase and explain the collection choosed, giving details about the pieces, the overall look and feel and information about it. By analyzing the collection we will be able to see on what Raf Simons was inspired. By analyzing this way the collection the creative concepts will be easier to understand and to create.
“It reflects the environment,” says Raf Simons. “All of these different people with different styles and dress codes. It’s the future, the past, Art Deco, the city, the American West…all of these things and none of these things. Not one era, not one thing, not one look. It is the coming together of different characters and different individuals, just like America itself. It is the unique beauty and emotion of America.”- Raf Simons 2017
Fall Winter 2017 Menswear This collection was a celebration of America seen through an exacting eye and his precision cut. It was a combination that played out in multiple colour ways, and textures, which extended to denim combos and even leather, in all black and all white. On the denim front; his indigo jeans had a patch at the back depicting the famous Calvin Klein ad of Brooke Shields’ “nothing comes between me and my Calvin’s”. The clothes will appeal, too, across gender. There were buttoned-up shirts tucked into hip-slung trousers with bright athletic stripes down the sides; matching denim; those sheer Ts over men’s wear fabrics — his, pants, hers, a trouser skirt; spectacular mannish coats under a layer of slick plastic. The tailoring continued in perfectly cut men’s suits, some in vibrant colors; others, classic checks. In the collection, one material impacts another and one style impacts another — often in the same silhouette. Cohabiting, cross cultures of clothing find new forms: not the old, not the new, but the necessary. The collection is a celebration of this diversity. With its mix of marching band uniforms, plastic coated protection, power broker tailoring, antique handcrafted quilting, workwear and western wear it is a unique kind of parade that is evoked. It is one that finds equal merit in folk and function, food court and courtroom, from the humdrum to sci-fi, the urban to the rural. It is a romantic and filmic outsiders’ eye view of the uniqueness of America.
Along the way, he made a political statement, beginning and ending the show with David Bowie’s “This Is Not America,” on his soundtrack. Yet his inspiration was all about the U.S. “American youth,” he said backstage post-show. “I keep thinking of all the beauty here; you have to focus on that now. And I think American youth is the future for this country. It’s about gathering. It’s intelligent, honest, powerful, beautiful. It sounds almost simplistic, maybe.”
Parade Imagine you are sat inside an artwork by Sterling Ruby; this work was completed at the invitation of the Chief Creative Officer of Calvin Klein, Raf Simons. It is part of Simons’ curatorial approach to the brand. Here, he gave the artist Sterling Ruby free rein to imagine a work appropriate for Calvin Klein: Sterling Ruby imagined America. The installation featured all manner of things: ‘mop’ heads of coloured string, brightly coloured carnival fringing, sheets of faded denim, aluminium buckets, and something that looked like a giant cheese grater were all suspended from the ceiling.
THE CREATIVE CONCEPT
The creative concept introduces the main idea behind the collection and what will be the plan to showcase the collection already analyzed. In this section we want to show what will be the effect of the idea. By the creative concept we want the target of Calvin Klein to feel attracted and immerse. We also want to strenthen the brands main messages and values. The idea of the creative concept has to adapt to the main values of the brand, we don’t want to loose the brand essence. However we will give new ideas that they didn’t do previously, that way we will give the audience and the press something new.
Déjà Vu The concept of the collection and presentation is a modern and sophisticated reinterpretation of the past. Déjà Vu, the expression is derived from the French, meaning “already seen.” When it occurs, it seems to spark our memory of a place we have already been, a person we have already seen, or an act we have already done. It is a signal to pay special attention to what is taking place. As the Fall winter collection 2017 of Calvin Klein represents the future, the past, Art Deco, the city, the American West…all of these things and none of these things. Not one era, not one thing, not one look. Representing the american youth. For the upcoming event Calvin Klein with the help of FUSION reinterprets and adapts all this elements to a more romantic and minimalistic concept.
“I dont want to show clothes, I want to show my attitude, my past, present and future. I use memories and future visions and try to place them in todays world.” -Raf Simons-
By Déjà Vu we want to express: -Sensuality (one of the main values of Calvin Klein) -Minimalistic (one value of FUSION) -Romanticism (one value of the new collection, representing the beauty of the amrican youth, all types and all froms) -Feelings experience (convey feelings to the guests, by feeling that they already lived this moment once and they feel transported to it) -Déjà vu will express something they already seen. This people have already seen the diversification of america however we want them to remember that is still there and show them. Objectives: -Increase brand awareness -Increase brand engagement -Generate and increase sales -Generate brand traffic -Connect with brand territory -Present FW collection 2017 -Attract new customers -Mantain previous target audience -Global reach -Promote and postion the editorial platform
FASHION SHOW ELEMENTS
This section will include the characteristics and details necessary to conductr and develop the fashion show presentation. Explaining the venue, the team, the calendar, music... The main objectives we want to achieve in this part is to get buyers attention, connect with clients, buyers, press, increase brand awareness, expand target audience and reach a wider one.
Invitation
The invitation will be a video catalog. It will be a hard cover invitation with a video on the inside on which you will play it and the information of the fashion show will appear. The video will show: -the date of the show -the time of the show -the place of the show
Team
VENUE The location for the Fashion Show will be New York, as Calvin Klein was founded there and represents the ideals for this 2017 collection. The venue where the presentation will be held will be on Industria Studio 775 Washington St Manhattan. A stunning two floor event space in the heart of the West Village. Offers a beautiful industrial character and an incredible location steps from the Whitney Museum and the High Line. The studio has two floors: -First floor: Has a size of 4,800ft. Ground level, street access, car accessible, green room, retractable wall can be opened fully or partially to combine space. -Second floor: Size of 8,600ft. Very good light as it has windows and skylights throughout, black-out capability. Second level, car accessible, green room, elevator for disabled, 2 retractable walls can be opened fully or partially to combine spaces.
MUSIC Taking into account the creative concept the music choosen will rythmatic, modern, with a touch of harmony and sensuality. The music will be played by a DJ, so that he can play with diferent beats. There will be no sinning in the music, only tones. The dj will get the rythm from past songs and will modernize them, combining past and future. The music will be rythmatic so that the show flows better. The models will parade according to the music, giving the sensation that the music takes over them, like if they where possesed by the music. This will make it more enjoyable for the guests, as they will feel every sense and every heartbeat. The dj will be placed by the door and various speakers will be distribuited arround the room.
SHOW PRESENTATION The collection presentation will last aproximately 10 minutes in which the models will display the collection through the runway. They will follow the path of the runway. They won’t interact with the guests. Look straight. People will be able to take pictures and record. Ipads will be distributed in the seats of the attendees with their names writen on them. Guest will be able to take pictures with the ipads if the dont have battery or enough storage and they will also be able to follow all the itinerary of the show. The collection will be snap on the instastories of Calvin Klein and FUSION, being livestreamed. The space will be decorated in a minimalistic way, with some america flags to highlight the importance of america for the inspiration of the collection. The show will open with Lady Gaga sinning the american anthem, so that makes a direct Déjà Vu. Lady Gaga is perfect as she also represents the america youtuh and values of both brands.
SELECTED PIECES For the show we will select 19 pieces from the collection to present. The selected pieces where selected according to the creative concept and the ones we though it describe it and represented it better.
STYLING Following the aesthetic and the values of Calvin Klein (modern, iconic, sensual and provocative) and the ones of FUSION (harmonious, distinctive, modern and sophisticated) the models will be styled in an elegant and rascal way. The makeup and hair will be minimalistic and natural, so that the clothes stands out for themselves and creating a more plain overall look. Make up: face base, mascara, skin color lipstick and warm sandy eyeshadows. Hair: loose and rebellious hair. Sense of effortless. Showing diferent hair styles as FUSION is all about style and barbershops.
In terms of acting the models will be serious, elegant, sophisticated and giving a sense of relax. They will walk straight and with a firm step to impose the power they have. They will always look straight, no interaction with the public, giving a lost look so that people can wonder about how they feel.
LADY GAGA Styling As the clothes represents the american youth she will be dress with the american flag, giving emphasis and power to it. It will be sensual and provocative which are two main values of Calvin Klein. The make up will be from another era so that matches with the creative concept of a Déjà Vu. Heavy eyeliner, short and untied hair.
Acting Sophisticated however catchy way. She wont sing all the american anthem, just a part of it and it will be a remix, to combine the past and the present, a sort of Déjà Vu. The moves will be enigmatic however not very hard, as the song itself and the style will have a direct impact already.
LOOK AND FEEL The studio will be decorated in a minimalistic way to express modernity and sensuality through the art of nothing. However as the collection is inspired in the america youth of the past and the present there will be american decoration (very little so that minimalism preserves in the room), such as some vintage flags, the colours of america... As FUSION main colours are blue, red and white (the colours of the barbershop) they are similar to the ones of the american flag. The vintage however modern architecture of the building/fabric will be perfect for creating the mix ambient between minimalistc lifestyle and the american youth we want to achieve. This will introduce the guests to the creative concept of a DĂŠjĂ Vu, being teleransported to america beauty.
PR AND MEDIA
TEASING
CK PRESENTATION
FOLLOW UP
Calvin Klein and Fusion will tease clients, VIP’s, press, journalists, buyers, and influencers about the collection presentation.
This phase correction of details will take place. The guests will arrive and will be seated according to their names. The show will open with Lady Gaga performance and then the catwalk will start.
When the show finishes a Calvin Klein will go out and salute the audience.
They will inform via an email with save the date which will be sent 4 weeks previous the show. The press release will be informed 2 weeks previous the show and will also be informed about the creative concept. The official invitations will be delivered 1 week before the show.
Key clients, buyers, opinion leaders, influencers, celebrities, media and friends will be assisting the show. The collection catwalk will be snap on the instastories of both FUSION and Calvin Klein.
The PR team will send an email to all the media invited reporting about the event with key information about the event, such as the guests, the collection, the show... They will also measure the awareness and KPI’s on the social media and media coverage to see the impact of it.
Timeline
28 January
29 January
30 January
31 January
1 February
2 February
9.00 a.m
9.00 a.m
10.00 a.m
10.00 a.m
9.00 a.m
10.00 a.m
Model casting and first settings
Second and final fitting
Security plan brief
1.00 p.m
2.00 p.m
12.00 a.m
Brief with hair and make Discuss all the decoraup artists tion needed 3.00 p.m Build up the show
6.00 p.m
6.00 p.m
Model casting and fittings end
Backstage preparation
Last minute fixures
4.00 p.m
Meeting between Calvin Send thank you emails First evoluction of press, Klein and FUSION in and presentation report PR and social media the venue KPI’s 12.00 a.m
9.00 a.m
Correct last minute er- Showroom opens to merors dia 6.00 p.m
Everything set up for the Calvin Klein COLLECshow TION PRESENTATION 8.00 p.m
8.00 p.m
Cocktail dinner of Cal- Fashion week ends and vin Klein x FUSION showroom closes
VIP GUEST LIST
Jordan Barrett: Australian fashion model.
Sofia Coppola: American screenwriter, director, producer and actress
Jon Kortajarena: is a Spanish model and actor.
Edward Enninful: Vogue UK director.
Daniel Entrialgo: director of GQ magazine.
A$AP Rocky: is an American rapper, record producer, director, actor and model from the Harlem neighborhood of Manhattan, New York.
Sarah Jessica Parker: American actress, producer, and designer.
Imran Amed: Business of Fashion magazine founder, fashion business advisor, writer and digital entrepreneur.
Gwyneth Paltrow: American actress, singer, comedian and food writer.
Julian Ganio: Fashion director of Fantastic Man magazine. Fashion consultant and stylist.
Emmanuelle Alt: editor-in-chief of Vogue Paris
Frank Galluci: Digital influencer.
OUTSOURCING HAIR (tech sponsor) Kérastace will be in charge of the styling of the hair. They are known for their simplicity and innovation and their luxury hair products. Working with them will give potential to the values of Calvin Klein.
MAKE UP (tech sponsor)
MAKE UP
Clinique will be the one doing the make up. It is known for being the most trusted Prestige beauty brand in the world. Clinique will offer a High Touch experience through the highest standards of service, coupling simplicity with the most advanced diagnostic expertise and knowledge of the skin.
Jenna Menard will be the make up artist, undeniable raw talent and vibrant passion have established her as one of the industry’s brightest artists. It is Menard’s technical skill, versatility, and endless creativity that have earned her widespread recognition. Her and her teman which are already working for clinique will be in charge.
OUTSOURCING CASTING
PRIVATE SECURITY
The casting will be held by Shay Nielsen. Has worked in the fashion and entertainment industry for twenty years in a wide variety of capacities and has developed particular strengths in talent, model and street casting. She was worked with many fashion brands and magazines.
Citadel company will be in charge of the security. Citadel is capable of providing you with professionally and expertly managed special event security services in a proactive manner that addresses today’s ever-changing security challenges.
TECHNICAL & DECORATION Calvin Klein will hire the services of Industria studio as their technical sponsor. They already hosted other fashion brands to held their fashion shows there so they know all the rules and how a fashion show works. (the will be in charge of the music, lights, decoration...).
OTHER ACTIVITIES
Adding up the collection presentation the following activities will give Calvin Klein wider brand recognition, generate sales, De-
velop a relationship between brand-customers, brand-buyers, brand-press and generate brand traffic.
SHOWROOM Since the start of the Fashion show of Calvin Klein to the end of the New York Fashion week Calvin Klein will open a showroom located in 654 Madison Ave, New York to present their collection to influencers, opinion leaders, media and buyers. The opening day will be held on the 1 of February until the end of the Men Fashion Week, from 9 a.m untill 8 p.m. On the 5th of February all accriditted media will be able to visit the showroom.
COCKTAIL DINNER FUSION and Calvin Klein will sponsor a cocktail dinner with Le Coucou restaurant located in 138 Lafayette St, New York, with the purpose of building a stronger relationship between the brands and to offer a different activity to the guests. Internationally acclaimed chef Daniel Rose of Spring and La Bourse et La Vie in Paris has made his way to NYC to open a restaurant with famed restaurateur Stephen Starr. Expect to experience chef ’s personal vision of classic French cuisine in the most charming of settings designed by Roman and Williams. This restaurant is perfect for both brands, FUSION will be able to prove that fashion and gastronomy and blend together into one, as the restaurant is as fashionable as the food they offer and Calvin Klein will offer a modern and sensual place which are the main values of the brand. Calvin Klein will participate as a technical sponsor by bringing their influencers, VIP’s and opinion leaders and by providing press and social media coverage.
BUDGET
Consultancy, strategy, counselling
75.000
Production
320.000
PR
170.000
Press
100.000
Visual Mediums
50.000
TOTAL
715.000
The designer Raf Simons The brand Calvin Klein values modern, sensual, provocative and iconic FUSION values innovative, integrative and distinctive Objectives CK present fall winter collection 2017 brand activation generate traffic provoke sales increase client base promotion Objectives FUSION promote editorial platform connect with brand territory achieve sales achieve prestige, brand awareness, notority and recognition generate traffic Creative Concept DĂŠjĂ Vu, inspired in the old and new america Collection Inspired in america youth and culture
Fashion Show Elements 31 January 2017 at 6.00 pm presentation of the collection at Industria Studio New York Budget XXX Music and styling Dj music playing remix old songs, lady gaga on the opening. Style american, minimalistic, sensual and modern. PR and Media 3 phases: teaser, presentation and follow up. Attendees: buyers, media, celebrities, opinion leaders and influencers. VIP Guest List Jordan Barrett, Edward Enninful, Sofia Coppola, Daniel Entralgo, Jon Kortajarena, A$AP Rocky, Sarah Jessica Parker, Julian Ganio, Imran Amed, Emmanuelle Alt, Gwyneth Paltrow and Frank Galluci. Outsourcing Kerastace, Clinique, Industria, Citadel and Shay Nielsen Other activities showroom at their shop in New York Madison avenue FUSION and Calvin Klein cocktail dinner
ANNEX (initial project brief) Brand: FUSION Online and Print magazine Project name and short description: Event organization Core audience: Primary Target Henries (22-35) Interested in sports, health, nature and fashion and which opts for organic products and ethical fashion. Hipters, minimalistic and heterosexuals. Secondary Target Young minded adults (30-40) Cares about their public image (hygenic, clean, fresh). People with an active lifestyle and which are not afraid to try new things, innovative. They already have a stable life, they like luxury however not bling bling. Brand promise: Fusion gives simplicity and confidence to a man’s life through embracing ethical, healthy and quality lifestyle. Brand character: Modern/sophisticated, A balance between text and visuals will be appreciated through all the editorial platform. It is a luxury magazine, however not bling bling; Personal/actual friendly tone to create a communication bridge in which they feel connected to the magazine; Unique/exclusive, online publication will be updated on a daily basis to engage with the readers., while offline publication will have bi-annual issues, extended and long mostly covering discoveries done through the 6 months about the three different fields.
What is the business issue we are trying to solve, the audience, the opportunity? We have noticed that there is more demand in terms of the markets but there is not any magazine that offers content for an specific group that is interested in barber shops, healthy restaurants and habits as well as ethical and alternative fashion brands. We see a clear opportunity to generate new content through luxurious individual discoveries and perceptive experiences. What is the assignment? Launch a new editorial platform online (website) and offline (paper bi-annual magazine). What is the desired outcome, with measurable KPIs? -To be seen as modern, intelligent, exclusive, yet not distant. Offering inspiring quality experiences hence vitalizing the brand image. -H2H communication in order to build relationships between the readers and the magazine. -Achieve high sales -Generate traffic on their website and social media -4.0 marketing and communication 3.0
What is the intended source of volume? Fusion. Established luxury fashion brands: Stella McCartney, Calvin Klein, Jil Sander, Bottega Veneta...
What is the core audience’s attitude to the brand, and how do we want to change it?
The idea is to launch an offline magazine that touches healthy food places, barber shops and men fashion brands in the UK. This will be available in quality food restaurants, well-known barber shops and specific stores in big cities of the United Kingdom. The strategic markets would be UK and Nordic countries. If everything goes as it plans, FUSION will expand to other market countries. Example of strategic markets UK The importance of beauty and image is increasingly growing in the men’s fashion market during the last lustrum. According to the UK, “Salon Services UK released a report that claims a staggering 21,000 jobs in the hair and skincare industries will be created in 2015 to cope with men’s ever-increasing grooming demands” (The Telegraph, 2014). Moreover, figures indicate that the healthy lifestyle is currently a mainstream topic: “Healthy eating is moving up the consumer agenda with millennials leading the charge. Nearly half (47%) of the 18-34 age-group surveyed had changed their eating habits towards a healthier diet (PwC, 2016). This information shows that even if the UK has never been recognised by healthy lifestyle and appearance, a younger generation is changing the way of living. As a result, we believe that there is an interesting opportunity in gathering all this fields, which are strongly connected and create a project that generate curiosity among young at heart, millennial men. Nordic Countries They are known for their slowlife, meaning they take a lot of care of their physical appearance, not only body but on the products they use for they daily routines and how they care about it. Thats why we want to mix the hipster lifestyle with the slow life. What is the core selling message, the single main idea? Fuse the old and the new. Giving new ideas and new experiences.
What are the mandatories (do’s and don’ts) DO -Engaging with our target and other public by offering them new information and making them feel the need to follow us, because they feel connected and understood. -Create more engagement by implementing marketing 4.0. As the world is going digital we should offer them innovative digital platforms. -Marketing 3.0 will also be implemented, as people like to feel emotional. Translate the emotions into digital by applaying technology and marketing face to face. -Create a tighter and deeper link on social media with our followers. -Define the corporate image of the brand. -Achieve the connotations and prestige wanted in the luxury market. DON’T
-Foccusing on only selling to a specific audience. As there could be new clients with a similar target group as ours. -Advertising everywhere. As we want to keep exclusivity and sophistication. -Focus on one territory, as we want to offer a range of activities/experiences that are interesting and engaging to the target group. -Having a close mind on homosexuality. Women can also feel free to buy this magazine. Due dates Briefing: Step 1 Idea definition (Fusion Tasting), visualization, proposal of touch points, and how to bring the idea to life. Step 2 Longevity of the selected idea. Program execution details (organizing, production, sponsors, product placement, event communication, communication strategy) Step 3 Toolbox finalization
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