Acne Studio Communication Strategy Year 3 by Rebecca Todd Portfolio

ACNE Studios Acne Studio Communication Strategy Rebecca Louise Todd BA Fashion marketing & communication, Level 6, 2017-2018 6FAMK005C Communication Techniques and Strategy 3 CWK1 Jaime Romeu, Mauricio OÂ´Brien Word count: 3678

ACNE Studios

Index

Introduction 5 The Brand 7 Luxury Trends 9 Objectives 17 Communication Strategy 19 Media Plan 21 Pr Plan 27 Events Plan 33 Creative Concept 35 Fabulous Event 37 Opening Store Event 53 Fashion Show 61 Charity Event 81 Event Overview 97 Cross Experiential Marketing

Consumer Engagement Activities

101

Yearly Chronogram 107 The Team 109 Budget 111 Initial Brief 119 References 121

Intro This project looks to describe the annual communication plan for Acne Studios, through four key events and various brand engagement activities. Acne is an acronym for â&#x20AC;&#x153;Ambitions to Create Novel Expressionsâ&#x20AC;?, which displays the brand promise to constantly give old things new views and an attempt not to do anything obvious. There are several business issues this brief attempts to solve and to discover the opportunity through these. The brand has an anti traditional media mentality, which has been working for them, however with growing consumer demands of engagement with the brand, Acne Studios needs to step into traditional media channels in order to increase brand engagement. The brands acronym is also not widely known, however this makes up the brands promise and should therefore be more widely known and the message received by consumers. Along with various other business issue, the desired outcome is to launch the brand in traditional media channels through unique advertising strategies and BTL activities to create online, emotional engagement as well as brand loyalty. This should be done through offering the brand promise in a literal way to give the consumers new experience through novel expressions.

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ACNE Studios

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ACNE

Studios // 6

The Brand Acne Studios is a luxury fashion house based in Stockholm, Sweden. The brand was founded by Jonny Johansson in 1997. ACNE is an acronym for â&#x20AC;&#x153;Ambition to create novel expressionsâ&#x20AC;?. The brand promises to follow its acronym, in looking to constantly give new views to something old and attempt to do nothing obvious.

Primary Audience The Design Diplomat // Persons who make up the luxury market that form the creative industries, they have interests that in fashion, architecture, graphics and design.

Secondary Audience The Design Department // Persons who are aspiring creatives and students in who may work in the less creative part of the industry but who appreciate design and style in the luxury market.

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Trends 1

Comfortably ugly // Ugly / Dad sneaker trend within the luxury market is on the rise, with luxury brands such as Stella McCartney, Balenciaga and Acne Studios all taking a shot at this artistically inspired movement.

Inspired by artistic movements such as Cubism and deconstructivism; these abstract sneakers with countless seams, thick soles and strange colour combinations have become increasingly popular in the luxury market.

Balenciaga Stella McCartney ACNE Studios

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Trends 2

Cultuxuary // Luxury brands are delving into cultural topics of conversations with their audiences, as luxury consumers are no longer shopping for status, luxury brands need to create value in other areas of their consumers lives.

Thought Leaders

The Luxury industry has the responsibility of providing inspiration in areas such as science, art and history. Luxury brands such as Armani and Chivas are curating debates on twitter in order to create conversations and transform themselves into thought leaders.

Armani Chivas

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Trends 3

Lux - Tech - Savvy // Technology within garments is on the rise, with chips being implemented to give an added dimension to pieces and create new experiences. Wearable technology is a tapped market that has yet to be developed, with luxury industries having the right amount of money, there is plenty of opportunity to get ahead.

Hugo Boss LVMH

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Trends 4

Exclusively Accessible // With the rise of the digital world, Luxury brands need to step into the web with a seamless experience from store to online to maintain the exclusivity that luxury brands offer, whilst tapping into the new luxury consumers in the younger generations.

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Trends 5

Greening with luxury // As brands begin to respond to consumers desire to purchase products with a lower environmental impact, and overall more eco & ethical friendly products; luxury brands need to react with haste in order to secure in their consumerâ&#x20AC;&#x2122;s mind their own desires to be eco/ethical friendly. Kering is one of the new leaders of a green movement.

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Trends 6

Fast Luxury Life// The rise of the fast fashion/mass consumption market into the luxury world, is taking hold. With brands like Pepsi taking a stab at luxurious lifestyle through luxury bars and lounges in Manhattan. It is becoming a widespread phenomenon of mass brands expanding into more luxury markets. This new trend is something the stable luxury market needs to be aware of in the coming years.

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Trends 7

Intangible Luxury // Before status through luxury style was seen through tangible things, like garments with labels and brand names. However there is now a rise in the intangible benefits of luxury that consumers are aiming for. It has become a “who are you” rather than “what i have” mindset. It is a new luxury mindset that means lifestyle above logomania.

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Trends 8

An indulgent life is better // Those looking for self-actualisation will not lower their standards, but rather increase them through innovative products, services and experiences that merge TRUE luxury indulgence. Brands are opting to create experiences that are so luxurious that consumers can not say no to them. Luxury is becoming an all round experience through both products, services and a luxurious experience that merges all the above.

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Objectives

I. Launch brand into traditional media in a non traditional / novel way II. Position brand in market (UK) III. Generate awareness to other categories the brand produces IV. Increase sales V. Position brand within the luxury market in the UK VI. Use brands acronym as a tool to create experiences and position brand VII. Create unique advertising strategies to engage market VIII. Offer brand promise in a literal way through communication activities IX. Merge brand keen interest in photography, art, architecture and culture to create emotional engagement X. Use brands interest in contradictory collaborations to increase visibil

ity in new markets

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ACNE Studios

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ACNE Studios ACNE Studios // 18

Communication Strategy

sit

ion

ing

Launching

Increase sales in UK market

Strengthen position in key market and luxury market

Generate awareness to other categories the brand produces

Increase brand engagement in traditional media outlets

Generate top of mind awareness amongst consumers

Consolidation

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Media Plan

Introduction //

Objectives //

Establishment // Media plan will outline the selected target media online and offline, that the brand will use to present their key messages and establish themselves in their consumers minds through special stories, editorials, advertising and publicity.

Media plan key // Strengthen and bring greater awareness to the brands key message, brand and promise Generate brand positioning in the market through communication activities Create top of mind awareness in consumers minds Bring brand awareness to new consumers through target medias Secure brand presence in consumers mind through target medias

Target Media // Media Outlets // Art, architecture, fashion, photography, lifestyle International media outlets Niche digital influences in various areas of interest // 20

ACNE Studios

Media Plan: Print

Human Being (US) // Fashion & Culture // Interview

- Acne Studio creative director

Editorial

- Fall / Winter 2018

Main Story - Acne work in cultural fashion

Another Mag (US) // Fashion & Culture //

Article & Editorial

- Collaboration with photographer

Product placement

- Editorials

Interview

- Acen Studio Eyewear Designer

1 Granary (UK) // Fashion & Lifestyle // Interview

- with Acne consumer at CSM London

Editorial

- Collaboration with photography students

Special Story - Interview with interns at Acne // 22

Media Plan: Print

System Mag (UK) // Art & Culture // Interview

- Jonny Johansson on architecture

Product Feature

Special Story

- Editorials - Exclusive look at collab with Labrooy

Tank Mag. (UK) // Architecture & Art //

Interview

- Acne interest in Architecture

Product placement

- Editorials

Special Story

- Acne work on cultural themes

Dazed (UK) // Pop Culture & Art // Main Story - New store opening in London Advertising Editorial

- New store opening - Product Feature

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Media Plan: Print

Pylot mag. (UK) // Photography // Editorial

- Spring / Summer 2018

Product Feature

- Editorials

Special Story - Feature on Swimwear Range

i-D Mag (Int.) // Fashion, Art & Culture // Article & Editorial

- Event coverage

Special Story

- Feature on Acne Studio influencers

Interview

- Eyewear designer

The Gentlewoman // Fashion & Lifestyle // Interview

- Designer at Acne Studio

Editorial

- Product feature

Main Story - Acne Studio x Chris Labrooy

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Media Plan: Online

i-D Mag // Fashion, Art & Culture //

Article

- Event coverage / review

Special Story

- Interview with the youth of Acne Studio

Editorial

- Swimwear x Eyewear

Vogue Italia // Fashion // Editorial

- Spring / summer 2018

Article

- Event coverage / review

Special Story

- Breaking cultural norms in photography

interview Mag. // Pop Culture & Art //

Article

- Event coverage / review

Special Story

- Interview with creative director of Acne Studio

Editorial

- Product Feature

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PR Plan

Introduction //

Objectives //

Ambassador & Influencers

This section looks at the various people in the industry that will make up the brand ambassador, opinion leaders and influencers. They have been selected as they share the brands values and ideals.

Word of mouth & desireability // Generate awareness through the use of opinion leaders to broaden consumer base Portray brand message to consumers through people with shared views Create brand desirability through influencers use of products and their lifestyles

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ACNE Studios

Brand Ambassador Introduction //

Lady Gaga x Acne Studios

Brand ambassadors are needed to increase awareness of brands presence and give positive light to the brand. Since Acne has never been present in traditional media, and did not pay people to wear their clothes, choosing such a brand ambassador will keep with their brand values whilst plunging into traditional channels in a cool unexpected way.

Why ?? // Lady Gaga is Acne Studios

Acne Studios Values //

Lady Gaga Values //

Non Traditional

Unique

Art & Design

Performance

Nothing Obvious

Contradictory style

Shocking contrast

Quirkiness

Quirky uniqueness

New Vision

Ever changing // 28

Lady Gaga for

ACNE Studios

Opinion Leaders

Megan Ellaby // Style Blogger on the scene in UK

Style blogger and fashion youtuber, founder of meganellaby.com blog. Successful style blogger on the UK fashion scene. She is inspired by music and art and has a unique style and personality when it comes to her own fashion. She is also a fan of Acne Studio and has purchased from the brand before.

Alexander Carl // Fashion Director / RIKA Mag

Fashion director and consultant based out of London. Works on RIKA Magazine. Young fashion stylist on the UK scene with a very minimal but quirky style. Very much inspired by Art and architectural pieces, to create minimal looks with an edge.

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Influencers 1

Julia Sarr Jamois, Senior Fashion Editor at i-D (UK)

Tess Yopp, Stylist (UK)

Sophie Hooper, Merchandising Executive at Red (UK)

Romilly Mason, Fashion Editor of Avenue32.com (UK)

Chiara Ferragni, Fashion blogger at The Blonde Salad

Alex Stedman, Fashion Blogger, The Frugality // 31

Events Plan 1 2

Introduction // Acne Studio Events Plan

This section focuses on the upcoming events and activities the brand will be doing. These include, A Fabulous Event, Opening a new store, Fashion Show and a charity event. Each event is organised in order to fulfil the brand objectives in the UK Market.

Objectives // Establish, position & Promise

Establish brand in Uk market, to position, communicate message and presence Generate brand awareness of brand on social media and through key influencers Present Acne Studios in â&#x20AC;&#x2DC;traditionalâ&#x20AC;&#x2122; media channels, in a new and unique way and to establish the brand on these channels with the brand promise at the forefront Present brand to potential new consumers through activities that portray the brand message and promise in a novel and intriguing way

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ACNE Studios // 33

ACNE Studios // 34

The Creative Concept Traditional Media // Any form of mass communication available before the advent of digital media.

// TV, Radio, Newspaper, Book / Magazines and billboards //

The Concept // Traditional Quirkiness

The brand does not currently have a presence in traditional media channels as part of their communication strategy, however this has meant the brand is not top of mind in consumers and therefore their brand awareness is not as it should be. This creative concept aims to use each event as a way to launch the brand into traditional media channels in a unique and BTL manner as to keep with the brands non traditional mentality whilst using their quirkiness to create novel expressions. The above definition of traditional media is the beginning point of this creative concept and what will be referred back to at each stage and make up the main attraction at each event in a fun and contradictory way. In saying this the brand of course will not be launching campaigns or communication activities on Tv, radio etc. Using this traditional media idea is just an Acne Studio way of launching into modern channels such as social media, magazines, editorials etc.

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Fabulous Event

1 2

Introduction // For VIP only // This event is focused around a novel experience for our VIP guests, influencers and opinion leaders in the UK fashion market. These include stylists, editors, directors and bloggers.

Objectives // Establish, position & Promise

Showcase the brands values and promise in a unique way to fully communicate the brand identity Establish the brand in the consumerâ&#x20AC;&#x2122;s mind, to become top of mind Introduce guests to other product categories to raise awareness of these

Event Concept // Acne Paper Exclusive // Keeping with the main concept for the entire event process, this fabulous event will take inspiration from newspapers. The brand used to publish an Acne paper, however this has since been discontinued. This event will offer each guest an exclusive publication of Acne Paper in which each guest will be featured in. The event will be held within an art gallery, where the guests dinner will make up a piece within the exhibition. It offers to the guests the brands values that lie in art and culture, whilst offering them a unique experience with the brand, as well as bringing light to mass communication and how we are always watched. Newspapers were once the only source of communication, the exclusive Acne Paper that guest will receive will offer exclusive insight to the following events by the brand as well as a featured article / editorial of each guest in their customized edition with themselves featured on the cover. // 36

ACNE Studios

Pre-Event activities

Save the Dates // As there is going to be an exclusive Acne Studio fashion shoot for each guest for the event, 2 save the dates will be sent prior to the event. The first will be the save the date fabulous event sent 4 months before the event. The fashion shoot save the date will be sent 2 months prior to the shoot date.

Invite to exclusive Acne shoot//

Acne Paper Cover shoot//

The invite for the fashion shoot will be sent 3 weeks before the fashion shoot is for. It will be sent along with more details about the shoot as well as a PR gift of Acne Studios BlĂĽ Konst denims for each guest.

This is where each guest will be made to feel like a model, with an exclusive shoot where they will be featured in their personalised Acne Paper at the event. Guests will here be able to choose their Acne outfit for the fabulous event.

Invitations // These will be sent on the day of the shoot, 3 weeks prior to the events. They will be sent along with the package of clothes the guest has chosen to wear for the event.

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The Venue

Location // The Saatchi Gallery // The Saatchi Gallery is a London gallery for contemporary art, opened by Charles Saatchi in 1985 in order to exhibit his collection to the public.

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Address // Duke of Yorkâ&#x20AC;&#x2122;s HQ, Kingâ&#x20AC;&#x2122;s Rd, Chelsea, London SW3 4RY, UK //

Reason //

Acne Paper Exclusive // Large / Adaptable space Exhibits contemporary art to stay in line with brands art style Building with history like the brand likes Different space, that is not the obvious choice in London for such an event Central location

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ACNE Studios

Look & Feel

Modern // // Eclectic Artsy // // Elegant Minimal // // colourful // 42

Floor Plan The room will be inclosed in glass which will allow the guests to look out onto the gallery, but the gallery goes will not be able to see the dinner guests at all times, only every 10 minutes for 1 minute. Room within a room of the art gallery where the formal dinner will be occurring.

A special art show will be organised in collaboration with a UK based contemporary artist. The guests will enter through a door into the room where they will have dinner, and be able to experience the surrounding art with a new perspective.

Gallery goers will only be able to see the dinner guests every 10 minutes for a period of 1 minute. They will be unaware of the exhibition before hand.

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Acne Studio

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Introduction // Acne Studios has done over 10 collaborations with various other brands from bicycle brands to rug brands to artists. They use collaborations to showcase the various levels of interest they have. This collaboration is different as it is with a UK based Typographer and graphic designer which is nothing like they have done before.

The Collaboration // The day of the fabulous event will too be the opening of the gallery show. This will generate awareness of both the work of Chris Labrooy as well as showcase the secret fabulous event. It will present the guests with the brands art and architectural influences and inspirations as well as show the support to a UK designer.

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Chris Labrooy

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An eclectic Acne dinner Front //

Back //

Date : June 25th

save the date //

An eclectic Acne dinner

Save the date

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Invitation An

Eclectic

Acne

dinner Date : June 25th 7pm - 9:30pm

The Saatchi Gallery

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Guests Lady Gaga - Brand Ambassador

Jonny Johansson, Creative Director at Acne Studio Megan Ellaby, Fashion stylist and Blogger (uk) - Opinion Leader

Alexandra Carl, Fashion director and Consultant (uk) - Opinion Leader

Julia Sarr Jamois, Senior Fashion Editor i-D (uk) - Influencer Sophie Hooper, Merchandising Executivve at Red (uk) - Influencer Tess Yopp, Stylist (uk) - Influencer

Romily Mason, Fashion Editor of Avenue32.com (UK) - Influencer

Chiara Ferragni, Fashion blogger for The Blonder Salad (uk) - Influencer Alex Stedman, Fashion blogger for The frugality (uk) - Influencer Donna Wallace, Accessories Editor at Elle (UK) Natalie Hartley, Fashion Director of Glamour (UK)

Phoebe Arnold, Fashion Director at Garage (UK)

Elizabeth Fraser-Bell, Fashion Editor at Dazed and Confused (UK) Alex Longmore, Fashion celebrity stylist (UK) // 48

ACNE Studios

Sponsoring

Institutional // The Saatchi Gallery // Provide the location for the event to take place in. Opening their doors later to the public too.

Technical // Food / drink

Catering Food - Rocket Food - Luxury catering company specialising in Niche events Catering Drinks - Salt & Pepper - Luxury cocktail catering service

Main Sponsor // Art Work - Chris Labrooy // Working with Chris Labrooy on the collaboration, he will make up the main sponsor of the event.

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Agenda 07:15 pm

06:30 pm

Guests go in Gallery Opens

07:00 pm

07:30 pm

Guests arrive Gallery goers go into gallery 07:45 pm 07:30 pm

Starters served 08:15 pm

Cocktails served to guests

Main Course served

08:30 pm

Cocktail / palette cleanser served

08:45 pm

Desert served

09:00 pm

Cocktail / networking time

09:00 pm

Gallery closes to public 09:00 pm

Gallery open exclusively for guests // 51

Opening Store Event

1 2

Introduction // Acne for London, UK // This event is the opening of a new Acne store in London, in order to have more visibility in the market and accessibility for consumers.

Objectives // Generate foot traffic // Launch opening store to market in order to create buzz and brand awareness Generate foot traffic and sales in store Showcase brand through launch day activities Create a novel expression for consumers

Event Concept // Bring back the billboard glory daze // In keeping to theme with the overall concept and launching of the brand in more traditional and mass market communications; this event aims to showcase what billboards once were in their glory days of the digital revolution. The launch and in store experience aims to create a “wow” factor and step back into time with the use of huge billboards filling the space in order to create a “time square” feeling. It is to give the jaded consumers that we have become the experience that our parents or grandparents would have had at the turn of the digital era in marketing.

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ACNE Studios

Venue

Location // Soho, London, UK // New store located in Soho as it is a good balance between luxury and accessibility.

Date : 20th July //

Reason // Cool, central, creative // Centrally located Shopping area Surrounded by other creative industries like music and art Balance between luxury and cool

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Look & Feel

Billboards Feature: // Big, Bright, NEON! // The billboards will feature: A bright blend between neon typography and Acne Studio fashion shoots A mix of videos and photos Feature the newest collection Create sound and video synchronisation that loops Billboards in store windows as well as in the store amongst clothes racks

Acne X Chris Labrooy // Typography x Fashion // Once again this event will feature a collaboration between Acne and typographer and graphic designer Chris Labrooy to keep a running theme and feel between events. As Acne looks to bring back the glory daze of Billboards, it too looks to bring back the art of typography, as it is becoming a less appreciated art. The collaboration will create buzz amongst the art world who is aware of the work of Chris Labrooy, which will further portray the brands key message.

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ACNE Studios

Pre-Launch Activities

Press Release //

Press Opening //

Social Media Buzz //

Billboard Campaign //

Generate awareness // Details about the event, with objectives and activities of the day

Exclusive Experience // Press invited the morning of the event for an exclusive viewing of the new store

Campaign for Consumers // campaign on social media to generate buzz and word of mouth advertising

Piccadilly Circus, London, UK // Tto keep with the theme a billboard campaign will be released in Piccadilly Circus to create anticipation, awareness and excitement for the event and potentially bring in new lead consumers.

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Fashion Show

1 2

Introduction // Acne ON TV // Acne Studios will host a fashion show for their spring summer 2018 collection to showcase the new collection.

Objectives // Create Novel Expressions // Generate awareness of new collection Generate brand awareness of brand on social media and through key influencers Create brand desirability through influencers use of products and their lifestyles Use the brands promise of Novel expressions and value in making something old something new to create a unique experience

Event Concept // Television and Shows // Once again an old traditional media channel will be chosen to make up the main concept/idea for the show. For the Fashion show the media chosen is Television. As with billboards, TV was once the main source of mass communication to consumers when TV was introduced. Advertisements were found between shows, and fashion shows too used to be broadcasted on TV. The fashion show will use the TV element in a large and extravagant way to create a unique viewing experience for the consumers in keeping with the brands promise of novel expressions.

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ACNE Studios

Venue

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Location // The Yard, Shoreditch, London UK //

Address // Address: 89 1/2 Worship Street, London, GB, EC2A 2BF //

Reason // Max seated: 250 Total available sq ft : 11000 Have all the sound equipment An outside area Centrally located in a cool area Blank canvas in order to create the right look for the event

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Look & Feel Use TV theme from the past with the use of old school box tvs Runway will come out of a large oversized box TV with the old school colour stips making up the backdrop of the runway Retro, nostalgic vibe

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Runway

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Collection Spring 2018 //

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Collection

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ACNE Studios

Hoyeon Jung

Liu Chunjie

Adwoa Aboah

Manuela Miloqui

Fabienne Dobbe

Lois Schalkwijk

Silke Van Daal

Ninouk Akkerman

Fernanda Oliveira

Oyku Bastas

Hiandra Martinez

Models

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Kinga Rajzak Sarah Brannon

Shanelle Nyasiase

ACNE Studios

Tessa Bruinsma

ACNE Studios

Pre-launch Activities

1 2 3 4

Save the Dates // Sent up to 2 months before the show //

Invitations // Sent 3 weeks beofre the show //

PR gift to VIPs // PR gift from brand sent to the VIPs 1 week beofre the show, to create buzz and social media talk //

Tease on Social Media // Post on Brand social media to tease the event, sneak and exclusive behind the scenes shared //

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Save the date

Save the Date Acne Studio Presents s/s 18 // Date : August 30

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Invitation

Acne Studio Presents a TV show

August 30th 4pm - 4:30pm The Yard, Shoreditch

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VIP Guest List Lady Gaga - Brand Ambassador

Jonny Johansson, Creative Director at Acne Studio Megan Ellaby, Fashion stylist and Blogger (uk) - Opinion Leader

Alexandra Carl, Fashion director and Consultant (uk) - Opinion Leader Alexander Shulman, Vogue Victoria Beckham, Designer

Natalie Massenet, NET-A-PORTER founder

Donna Wallace, Accessories Editor at Elle (UK) Natalie Hartley, Fashion Director of Glamour (UK)

Phoebe Arnold, Fashion Director at Garage (UK)

Elizabeth Fraser-Bell, Fashion Editor at Dazed and Confused (UK)

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ACNE Studios

Sponsoring

Technical // Hair & Make-up -- Lâ&#x20AC;&#x2122;Oreal // Lâ&#x20AC;&#x2122;Oreal for both hair and make -up for the models

Main Sponsor // Samsung // As the event is focused around TVs, it is only fitting that the event is sponsored by one of the leading brands in Television in the UK

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Charity Event

1 2

Introduction // Bring Back Radio // This section looks at the organization of a charity event by the brand Acne Studio. Luxury brands need to partake in charity as part of the activities they do.

Objectives // Brand Identity & values // Establish brand in consumerâ&#x20AC;&#x2122;s eye as doing good for the greater community Representing the brands identity through the charity they choose to work with Creating new leads for the brand with people who support the same charity

Event Concept // Born This Way Foundation // As with the other events in this overall event concept of mass communication, this charity event will make use of Radio. The Charity event looks to support the Born This Way Foundation, which is a foundation that Lady Gaga (the brand ambassadors) founded. Radio will be incorporated into the event through the use of a live stage show featuring Radio One and special guests, that will be broadcasted live as well as recorded to be later uploaded as a podcast on Youtube as well as a video of the event. Radio One hosts will be interviewing and hosting the event. The event will be an event with interaction between Lady Gaga and various guests as well as the involvement of the audience. For every celebrity that takes part, a small competition will take place in which money will be made in order to donate to the foundation. As well as this all the money raised from the ticket sales will go towards the charity. // 80

ACNE Studios

Born This Way Foundation

About the Foundation //

Foundation Objectives //

Empowering Youth // Born this way foundation was founded in 2012 by Lady Gaga and her Mum. Aim to provide youth with opportunities, quality resources and platforms to make their voices heard.

Inspiring Bravery // Youth mental health research and awareness Build positive school climates Support wellness of young people Empowering the youth for a kinder braver world

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Venue

1 2 3

Location // Moonchu Hall at China Exchange UK //

Address // 32A Gerrard St, London W1D 6JA, UK //

Reason // Capacity: 230 people sitting View of Chinatown Centrally located Have the equipment for projections

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ACNE Studios // 86

Ambassador Role

1 2 3 4 5

Host Event // Interview Guests //

Interact with Audience //

Communicate Charity //

Represent Brand //

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Activities Lady Gaga Interview by Radio One hosts

Lady Gaga question & answeer time with the audience and callers

Games with radio hosts and Gaga

Interview with a special guest

Games with special guests

Audience games with Lady Gaga Meet and Greet with Gaga

Question & answer with recipients of the foundation

Donation counting online Interview with Lady Gaga Mother and co founder

Performance by Lady Gaga

Performances by other guests Interviews of people involved with the foundation Interview and speeches by mental health/youth practitioners Personal accounts of youth problems and how the charity helped // 88

ACNE Studios

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ACNE Studios

Pre-Launch Activities

1 2 3 4 5

Invitations to special Guests // Sent up to 4 months before //

Tease of guests // Posted on social media //

Event campaign on Radio one // Radio One announces that they are hosting and advertise daily //

Tickets on sale // Tickets go on sale 1.5 months before //

Event Website launched // Website launch for tickets, donations and more information // // 91

Invitation Acne Studio

Acne Studio & Lady Gaga Re-Presents to you RADIO Hosted by Radio One

For ‘The Born This Way Foundation’ Help us help the future generations

Date: 05th October Moonchu Hall, China Exchange

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ACNE Studios

Sponsoring

Main Sponsor // Radio One // Radio One will provide all the equipment as well as all their time for the entire day. As well as covering the costs to rent the space for the day.

Commerical Sponsors // Samsung, Guests // Samsung once again will be involved in the event, through the sponsoring of TV equipment. Special guests will sponsor money for the added staff involved and other expenses

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ACNE Studios

Event Overview

Fabulous Event // Acne Paper Exclusive // Theme: Newspaper Venue: The Saatchi Gallery, London Date: 25th June

Opening Store // Bring back the billboard glory daze // Theme: Billboards Venue: Soho, London Date: 20th July

Fashion Show // AN Acne TV show // Theme: Television Venue: The Yard, Shoreditch, London

Date: 30th August

Charity Event // Born This way Foundation // Theme: Radio Venue: Moonchu Hall, China Exchange, London Date: 05th October

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Cross Experiential Marketing

Introduction //

Objectives //

WHY NIKE ? // Brand to collaborate with Nike in order to give the consumer the best of both worlds through luxury sportswear in a new way. The brand has performed various collaborations and have various categories, however have never done sportswear.

BRAND CATEGORIES // Establish footing in a potential new consumer market Generate brand awareness through a collaboration that may seem unlike what the brand would usually do Bring in new consumers to the brand Further establish brand in more mass communications with a mass market brand like Nike

CONCEPT // SPORTSWEAR CAPSULE COLLECTION // Acne Studio and Nike will create a capsule collection of luxury sportswear that is unlike anything either brand has done in the past. Collaborating in art, architecture and culture with the simplistic touch of Nike, to give consumers a balance between new and old. The collection will be sold exclusively at the new Acne Studio store in Soho, London. And will be featured as one of the first collections available in store. The capsule collection will include pants, tops and jumpers as well as sports hats.

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Acne Studio Nike

ACNE Studios

Consumer Engagement Activities

Introduction //

Objectives //

Category awareness // Consumer engagement activities are undertaken in order to connect acne consumers with other brand categories. Like swimwear, eyewear and bags.

Category awareness // Position brand in other categories of fashion in the fashion market Increase brand engagement between the brand and the consumer Generate potential new brand consumers as well as strengthen relationship with current brand consumers

Strategy // Activities // Simwear Pop Up store in Brighton Custom monogram on leather goods and handbags in Soho store Eyewear photobooths in Manchester, Brighton and London // 101

Swimwear Pop-Up Acne Studio Swim Brighton Where:

Brighton Pier

When:

During the summer months of July/August

What:

Swimwear pop up store

Who:

For consumers of Acne as well as a way to introduce the brand to new consumers through a somewhat unknown category

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Monogram leather Acne Studio Monogram Mine Where:

Acne Studio new store in Soho, London

When:

Through November and December

What:

Monogram initials on all leather goods and bags bought in this period, free of charge. In this period in time or christmas gift.

Who:

For current consumers as well as consumers who are looking for a more personalised bag or leather accessory

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Eyewear Photobooth Acne Studio #AcneEyewear

Acne Studio

Where:

Brighton, Manchester and London

When:

Eyewear for you!

During the summer months until christmas, from July to January

What: A pop up photo booth with a selection of eyewear available to try on and take pictures with to discover the style that best suits you, where you can too purchase the Acne Studio eyewear if you find a pair you like.

Pictures can be posted on social media by the consumer with the hashtag

#AcneEyewear and the brand will post some too Who:

For current consumers, eyewear fanatics or lead consumers who discovered the photo booth and then research the brand behind it.

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ACNE Studios

Yearly Chronogram 2018 // Brand Actions // January //

Fabulous Event - Save The date for Dinner sent

February // March //

Fabulous Event - Save The date for Acne Paper Shoot sent

April //

Store Opening- Social Media Campaign launched

May //

Fabulous Event - Invitation to Acne Paper Shoot + Event Invite sent Acne Paper Photo Shoot for Fabulous Event Store Opening - Billboard Campaign Put up in Piccadilly Circus

June //

Fabulous Event Store Opening Press Release sent Fashion Show - Save the dates sent out

July //

Store Opening in Soho Fashion Show - Invitations sent out Fashion Show - Social Media campaing launched

August // September // October // November // December //

Eyewear & swimwear actions begin

PR Gift sent to VIPs of the fashion Show Spring/Summer 2018 Fashion Show Charity Event - Invitations to special guests sent out

Swimwear action closes

Charity Event - Social Media Campaign Launched Charity Event - Radio One campaign begins on Radio Website launched and tickets go on Sale for the charity event Radio One Charity Event

Event follow up and analysis

Monogram in store begins Monogram in store closes & Eyewear action closes

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Yearly Chronogram 2018 // Press Features // January // February //

Human Being (US) - Editorial Dazed (UK) - Advertising Another Magazine (US) - Article & Editorial System Mag. (UK) - Product feature

March //

1 granary (UK) - Interview Tank Mag. (UK) - Product Feature

April //

Tank Mag. (UK) -Special Story Dazed (UK) - Editorial

May //

Human Being (US) - Main Story Another Mag. (US) Product Feature

June //

Vogue Italia (online) - Editorial Pylot Mag. (UK) - Product Feature

July //

Interview mag. (online) - Special Story The Gentlewoman - Editorial i-D (online) - Article

August //

1 Granary (UK) - Editorial Tank Mag. (UK) - Special Story i-D (int.) - Article + Editorial

September //

Pylot Mag. (UK) - Editorial Vogue Italia (online) - Article Interview mag (online) - Article

October //

i-D (online) - Special Story 1 Granary (UK) - Special Story System Mag. (UK) - Interview

November //

Dazed (UK) - Main Story The Gentlewoman - Interview i-D Mag. - Spcial Story

December //

Vogue Italia (online) - special story Interview mag. (online) - Editorial

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The Team Communication Worldwide Communication director

Worldwide Event director

Media Director

Worldwide Media director

Press Director Creative Director

PR Director

Advertising Director Art Director

Digital Director

Showroom Director Producer Director External Relationship Director

Events Director Planning Director Retail Director

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Team Worldwide PR director

Worldwide Digital director

Worldwide Retail director

Strategic PlanningDirector Strategic PlanningDirector

Data Director Creative / Art Director

Merchandising Director

Protocol Director Content Director

Experiential Marketing Director

Art Director Copy Writer

Customer relationship manager Innovative Marketing Director

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Budget 2018 // Fabulous Event // Price Venue