joanna lyle 12 month strategy campaign by alexandra regazzoni
2018 -2019
JOANNA LYL E
A special thank you to all those who put effort and dedication into this project: Joanna Lyle, Alice Marani, Henry Hewitt, Sabrinna Baglio. And to Elisabetta Bettucchi, Elisa Carassai, Salone del Mobile for their valuable time.
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ii. strategy
i. ANALYSIS Internal Environment
Strategy
The Brand
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Tactic 1; Visual Identity
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Visual Identity
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Packaging Mock-Up
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The Showroom.
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Tactic 2: Editorial Campaign
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Consumer Profiles
Mock Up Social Media
1.Creative Maximalist
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Tactic 3: Online Content
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2. The Upper Class Mum
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3.1 Online Blog: Daniela Cattaneo
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3. The Niche Company CEO
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3.2 Influencers
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4. I Missed You, Honey
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Tactic 4: Press Day
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Competitors
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Schedule
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Made In Italy Competitor
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Tactic 5: Brera Loft Apartment
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Press Release
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Tactic 6: Apartamento
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Les Belles Heures
External Environment. Made in Italy & The Silk Industry
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Milano
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Tactic 7: Salone del Mobile
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Salone del Mobile
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Invite
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Fashion & Interiors
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Press Release
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Mock Up
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Trends
Mock Up Social Media
Hospitality
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Tactic 8: Super Milano
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Mock-Up
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The Scarf
Niche Brands
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Branding
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Calendar
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Issues
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Budget
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Opportunities
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Success Evaluation
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Aims
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Appendicies
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Objectives
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Key Messages
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Research
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General Media List
Bibliography
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e x ec u t i v e summary The following is a 12 month PR Campaign for the Italian textile, fashion and interior designer Joanna Lyle. This campaign focuses on the re-launch of Joanna Lyle as a luxury brand, with a new visual identity and a coherent online presence. Extensive research has been conducted in both the brand’s internal and external environments in order to determine the most relevant issues and opportunities that this campaign will address. This PR Campaign is hence divided in two parts: a first introductory summary of the key findings of internal, external and competitor analysis followed by a second part dedicated to the development of the strategy. The strategy that will be implemented over 12 months unfolds across 8 specific tactics. Each one of these tactics has been thoroughly analysed and evaluated in order to achieve the client’s desired aims and objectives.
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INTERNAL ENVIRONMENT
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JOANNA LYL E
the b ran d
“I
arrived in Milan in May 1988 with 60 kilos of luggage and a sewing machine, about £100, and extremely limited knowledge of the Italian language. ” (Joanna Lyle, 2017)
Joanna Lyle is a British fashion, interiors and bespoke textile designer based in the hear t of Milan, Italy. Born in 2010, the eponymous brand is a young, niche company that embodies a fresh career direction for the designer, whose formation was moulded in prestigious design studios such as Alessi and Arredaesse.
fashion garments and accessories, which would quickly vanish from the shop shelves. Joanna Lyle’s showroom, Amoeba, is located in the hear t of Brera, the ar tistic and historic centre of the city which is also linked to the annual large-scale design event based in Milan: il Salone del Mobile. Mainly focusing on expanding the fashion line of the business, Joanna has been producing more garments and experimenting with her inimitable, vibrant patterns. Her range now includes shir ts and blazers, alongside new versions of the velvet and silk scar ves and coats. The brand sits within the luxur y, “Made-inItaly” market, but has a price-point equivalent of smaller, niche labels, ranging between 50300 euros on average.
Until 2015, Joanna Lyle’s ser vices solely involved bespoke textiles, design and furniture upholstering. In 2017, spurred by an innate ar tistic vocation, Joanna began to venture in the ar t of watercolours, applying the vivid results onto fine Italian silk, velvet and wool. Soon, Joanna Lyle produced her first line of bags, followed by scar ves and eventually oneoff winter coats, embellished with meticulous embroider y and exclusive fabrics. The brand rapidly saw a demand for the 10
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i n t e r nal
Joanna Lyle’s internal environment unravels across several elements: the product, the showroom and the communication platforms. The product, as briefly analysed in the previous section, represents the core essence of the brand. Spanning across different items, the Joanna Lyle garment is carefully made according to combinations of colour, patterns and fabrics, to create product that is beautiful to look at and touch. The clothes are aimed at women over 30, who dress according to their individual style and taste. Joanna Lyle wishes to transcend the fashion industr y and create timeless, key pieces that will forever be in style due to the quality and traditional silhouettes. Due to a lack of brand identity and communication, this brand essence is not transparent to its audience. This essence coincides with the bespoke material that the
en v i r on m en t
designer uses and designs. The inspiration behind the colours and the patterns, coupled with the carefully selected fabrics and Italian manufacturers, composes the all-embracing lifestyle brand that is Joanna Lyle.
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100 and 120 followers on Instagram, and 156 on Facebook, Joanna Lyle speaks out to a ver y limited audience.
Despite being present on both social media and e-commerce, Joanna Lyle’s communication is a main weakness for the brand. For this reason, Joanna Lyle does not have any press coverage in relevant Italian publications.
The images are clearly not taken professionally and appear to be random shots, mostly taken inside the showroom itself. Coupled with captions that do not express character or engagement, Instagram loses its use as an interactive space for the brand to directly connect with its consumer.
The designer showcases her latest creations on both Instagram and Facebook, but does not follow a strategic social media plan neither does she select curated images. The result is an incoherent visual board that lacks the crucial stor ytelling factor that is key to an abundant number of followers. With a scarce number that oscillates between
The website, which research shows to be the main medium middle-aged women use to discover brands, is also lacking strategy and professional direction. Joanna Lyle is a luxur y brand, targeting a demographic that buys expensive, key pieces. Therefore, this must translate on the brand’s website, and por tray a maximum standard of quality and efficiency.
“Joanna Lyle’s style has always been coherent with her creative spirit, attracted by curved, organic lines and the harmony of colours and materials. Her conviction and determination in affirming her personal and distinguishing style, has taken Joanna Lyle to international acclaim.” (Nest, 2017)
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Joanna Lyle Instagram
THE VISUAL IDENTITY
Joanna Lyle’s visual identity affects all of the brand’s touchpoints, which are the key to robust consumer relations. This deficiency is manifested through the branding. Joanna Lyle’s logo appears dated and uninviting, as are previous event invitations, the shopping bags, gift boxes and instore notices, causing inefficient communication and engagement with the consumer and a weak presence in the market, press and online. It is essential for an emerging brand to compete in the industr y with savvy imager y, content, and an overall brand aligned aesthetic across all touchpoints.
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THE SHOWROOM
joanna i n t e r nal
lyle
en v i r on m en t
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Joanna Lyle’s showroom is a great oppor tunity for the designer. Based in the hear t of the Brera Design District, Joanna Lyle has already established herself as an active par t of this community. Therefore, the store location creates an association between the label and this design-led, ar tistic district. The showroom’s principal issue is the incoherence between brand and shop name; Amoeba. This induces confusion and risks to disassociate the Joanna Lyle brand from its touchpoints and vice versa.
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:CURRENT CONSUMER
TA R G E T C O N S U M E R S
1.The
creative Maximalist
2.the upperclass mum 18
3.The Niche
company C.E.O
4.“i missed
you honey”
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1.The
creative Maximalist
Joanna Lyle’s most relevant and current consumer is the Milanese ‘Maximalist’: a woman over 35 who dresses according to her personal taste and eccentric personality. Joanna Lyle herself fits within this category, and so do her most loyal clients. This persona works, lives and breathes creativity. She adores art and culture, nurturing a strong interest for relevant exhibitions, shows, programmes and so on. This woman is well informed on current affairs and regularly reads the news but is part of a generation that does not resonate with social media and chooses to avoid it. The Creative Maximalist chooses to express her creativity through her appearance, choosing to wear highquality, exclusive pieces, that represent unique taste. She also prefers to shop from independent, quirky or patterned brands rather than staple luxury or highstreet labels in order to avoid owning mass-produced items that everybody owns. She values quality, craftsmanship and creativity, even if that means paying a higher price. This consumer livs in Milan or in other Northern Italian cities, but often visits Brera for a cultural day out or for business. 20
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2.the upper-class mum
The second Joanna Lyle current consumer is the “Milanese Upper-Class Mum�. The differences between this consumer profile and the former are miminal, the main disparity being age. This consumer type is slightly younger than the Creative Maximalist, therefore she will still be in a career and busy mantaining a family. This woman lives in Brera or central Milan, enjoys luxury and activities such as going to the spa or weekly hairdresser appointment. Here, this woman will indulge in ephemeral news and articles, to know the latest trend and celebrity gossip. This consumer profile mainly shops from luxury brands, merging labels such as Marni or Prada with independent, artisanal brands. Brera is their favourite shopping district as it ensures quality, style and exclusivity.
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3.The Niche
company C.E.O
Joanna Lyle’s first target consumer profile (a demographic that has not engaged with the brand at all) is a small audience consisting of ‘influential’ women based in Milan. This profile comprises all those women over 35 who have a follower audience online or have a strong impact on the fields they work in. Joanna Lyle will try to build relations with these women as they are under the public eye and gain media attention. These women are often featured in magazines and newspapers, and have a direct impact on their community. Therefore, Joanna Lyle needs to engage with this community and represent herself as a ‘niche company C.E.O herself ”. This will be achieved through the tactics implemented in the 12 month strategy campaign.
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4.“i missed
you honey�
The last consumer profile that Joanna Lyle will aim to target is a less definite audience. As the brand is part of the Brera Design District, which is a strong tourist attraction for the city of Milan, Joanna Lyle needs to raise awareness in international and tourist publications so that both men and women who are in proximity can purchase items representative of Brera’s outstanding reputation. These tourists have similar profiles to the previously analysed consumers. The particular difference is it includes men, as Joanna Lyle has been approached by males for female presents or interior furniture. This tourist consumer, who is in Milan for either leisure or business, cares about quality and shopping experiences, as the purchase made from Joanna Lyle will symbolise Milanese style and Italian excellence.
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C O M P E T I TO R S
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C O M P E T I TO R S silken favours
maliparmi
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As a result of Joanna Lyle’s slow ascent to a secure position within the Italian fashion industry, all of the brand’s competitors are a target. Maliparmi, La Double J, Silken Favours and Liberty are all target competitors, but unlike the others, Maliparmi shares an element of great importance with Joanna Lyle. Both brands are based in the hub of niche, independent Italian brands. Brera and Moscova, two overlapping districts of the Milanese centre joined by the bustling cobbled Corso Garibaldi, are a big attraction for both tourists and locals. The atmosphere is somewhat jollier and cosy than a high street, the artisanal boutiques more inviting and endearing than the big capitalist conglomerates that might be Zara, Mango or H&M. Both Maliparmi and Joanna Lyle offer unique textiles and prints, in fashion and homeware. However, Maliparmi has a strong visual identity, a strong corporate social responsibility that is deeply involved in charities, and most importantly, a vast audience that truly lives the brands through newsletters, events and collaborations.
Maliparmi is extremely relevant to Joanna Lyle because, besides sharing similar locations and products, the brands target the same consumer: a 35+ woman who appreciates colour, quality and textile, and does not dress according to the latest fashionable trend. In order to engage with this consumer, Maliparmi uses Instagram and Facebook to create a direct, “human” and friendly connection, either through aligned imagery on the former platform, or news posts and comments on the latter. La Double J sits in a slightly different competitor seat respect to Maliparmi. Thriving from the creator’s strong influence in the fashion press, JJ Martin competes with Joanna Lyle in terms of quality and exclusivity. Being an Anglo-Saxon immigrant herself, JJ Martin has built a one of a kind brand around her personal taste, life in Milan, friends and hobbies and of course, beautiful prints. La Double J is the same age as Joanna Lyle, but has precipitously risen to international success due to a coherent brand identity that is effectively communicated on all platforms.
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C O M P E T I TO R S
la double j
liberty
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Milan travel guides, newsletters, collaborations with design studios and and pop-up shops in department stores like Liberty have been key in the brand’s short history, which suggest a strategic opportunity for niche textile brands with small audiences. Despite having an incredibly expansive range of products, JJ Martin has been able to use this to her advantage, fully adhering to the urgent demand of a total brand lifestyle from today’s consumer. On the other hand, Silken Favours embodies Joanna Lyle’s artistic nature, intricate to her highquality silk, velvet and wool products. Despite being based in the U.K, Silken Favours also represents a niche brand that despite still being relatively new and unknown, has 22K followers and a compelling visual identity. It is clear that the creative director and founder, Vicki Murdoch, manages the brand’s Instagram page, enticing target consumers by
selling a “Silken Favour Lifestyle”, tapping into several current trends (e.g. Instagram-friendly homeware and accessories, plants, travelling etc.). Both Silken Favours and La Double J are stocked in Liberty, an iconic landmark for luxury textiles and prints. Based in a picturesque historic building in the heart of London, this department store is synonymous of luxury, patterns and quality. Showcasing only the very best products in the market, Liberty is the destination for affluent women over 40 and tourists who shop for quality and exclusivity. Once again, this coincides with Joanna Lyle’s target consumer, and a more accurate vision of rival companies they might buy from.
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les belles heures
Whilst analyzing competitors, research also focused on a brand that competes with Joanna Lyle for the made-in-Italy aspect of the products. Italian quality is at the forefront of the fashion industry and to be associated with the craftsmanship of Italian production immediately attributes a positive reputation to any brand. Les Belles Heures is a silk scarf label founded in 2016 by French designer Sylvain Deleuze. In the arch of two years, it has established a strong presence online through a curated visual identity and niche product. The French brand’s colourful, unisex silk scarves have become a vehicle of artistic expression and a way to increase its audience through beautiful imagery. Les Belles Heures has more than 2K on Instagram, owed to the appealing photographic content it produces. In this manner, Les Belles Heures attracts consumers from other angles besides the product itself: someone who loves photography and colour will be interested in the brand despite not being particularly
interested in silk scarves. This brand is an excellent example of an independent artist encompassing multiple, transparent elements such as craftsmanship and photography into one. Les Belles Heures is also efficient at communicating the heritage of the product through its touchpoints. An interview on the website with L’Uomo Vogue, regarding the journey and inspiration of the brand, depicts the fabled stages of each scarf. The scarves are designed in Paris, home to the biggest luxury fashion houses, woven in Treviso, printed on the “shores of lake Como” and “meticulously handrolled by luxury artisans in Lyon” (Les Belles Heures, 2018). The exotism of the products is appealing to the consumer, who feels like this idyllic journey can be lived by purchasing the “multi-cultural” scarfes. This aspect also exudes from the brand’s visual content, which portrays Mediterranean colours and landscapes. 36
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@les belles heures
www.les-belles-heures.com
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exTERNAL ENVIRONMENT
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made in italy & THE SILK INDUSTRY “The excellence of Italian craftsmanship and of Made in Italy - which evolved over the years, propelled, among other things, by investment in research and innovation - is a key factor in safeguarding the value of Italian products and world-renowned creativity, and represents the quintessence of the Italian life-style.” (Ferragamo, 2015)
The district between Como and Milan, known as Brianza, has remained the most eminent region for textile artisanship in the country (The Italian Tribune, 2016). Small businesses mainly focused on the production of cotton and silk developed in the region of Brianza and have cultivated a reputation for their first-class quality and skilfulness. The region between Milan and the iconic lake situated in front of the breath-taking Alpine backdrop has gained worldwide recognition for the production of silk, which in most cases is imported from China, the biggest silk producer in the world. Making 800,000 tons of silk each year, China sits at the forefront of the global production of silk, and has since Ancient China (Udas and Jensen, 2015).
Italy has seen a recent growth in economy, particularly in the manufacturing sectors of fashion and design which have for centuries been at the forefront of its outstanding reputation for excellent quality. Positioning itself as the third global textile manufacturer in the world after China and Germany, Italy’s revenue in fashion is forecasted to show an annual growth rate of 9.3&% in 2022. Plus, the avant-garde city of Milan is also a point of force for the country, having hosted international giants such as EXPO in 2015
and being the base for the acclaimed Salone del Mobile. Additionally, Milan sees the highest number of fashion shows and events during the biannual Milan Fashion Week. In conclusion, despite global tensions arising from Trump’s America and Brexit, or the change of Italian Premier Renzi to Gentiloni which have had an inevitable impact on the country, the Italian economy, in particular in the field of textile and fashion, is expected to prosper.
From the early decades of the 20th century, the Como silk industry has mainly focused on the procedures of dye-printing and weaving the raw silk imported from its Asian competitor (The Italian Tribune, 2016). Mantero, founded in 1902 by Riccardo Mantero and source for La Double J’s prints, was and remains one of the leading silk producers in the country (Mantero, 2018) “Today, raw silk is imported from China, but the final stages of production are carried out in Como - from weaving, dyeing, designing and printing.” (Johnston, 2010) Joanna Lyle’s designs are printed in this region by the finest experts, using internationally sourced fabrics and producing a small number of items at a time, in order to supervise every subtle detail.
“Today, raw silk is imported from China, but the final stages of production are carried out in Como - from weaving, dyeing, designing and printing.” (Johnston, 2010)
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salone del mobile
corso como 10
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milano
Tying into the strong demand for an all-embracing lifestyle, an identified new, unusual behaviour is quickly expanding in the city of Milan. Defined as a “Convergence Economy”, this trend has seen the rise of a demand for an immediate, “have-it-all” lifestyle from consumers. Brands are now, more than ever, trying to tap into different experiences, as done by the Prada Foundation. Spread across old factories, a Wes Anderson Café and exhibition spaces, this cultural galaxy is a prime example of this demand. Flourishing in a city that has seen a substantial evolution in the past decade, Milan is attracting more visitors than ever, as a result
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of architectural and cultural projects such as Fondazione Prada, Bosco Verticale or Unicredit Tower, and the rise of niche bars and shops. Both factors open a wide window of opportunity for Joanna Lyle, which can take advantage of this shift in Milan’s reputation and a sudden urge for brands to create different product lines from various sectors, which Joanna Lyle is already implementing.
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SALONE DEL MOBILE Every year, Milan hosts the prestigious Salone del Mobile: the mecca for all designers and international press. The Salone is the name of the overall event that takes place across a week in Spring, although it is usually used to intend the FuoriSalone (translated to “external of the Salone”), which corresponds to the string of events that happen across the city and outside the main trade show. Milan’s Salone has established itself as the most
influential design event in the world and does not just stop at interiors. Fashion and hospitality brands are taking part in this initiative, collaborating with designers to create mesmerizing installations, whilst tapping into a parallel sector of the creative industry and increasing exposure. The Fuorisalone is an excellent opportunity for brands across a plethora of fields to engage with consumers in immersive, memorable experiences.
momoni x fuorisalone
“From high-end to high street, the worlds of fashion and interior design have never been so closely aligned. Recent years have seen countless collaborations between prominent fashion designers and established homeware brands, who have realized that consumers are hungry for a complete lifestyle experience.” (Morris, 2017)
cos x philip k. smith iii: open sky 48
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FASHION AND INTERIORS
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In terms of recent trends and happenings in the industry, it can be observed that luxury fashion brands such as Gucci, Raf Simons and Loewe have embarked on a new direction in the field of interiors, merging two parallel spheres of artistic nature. Emerging from the consumer need to buy into a 360° brand lifestyle, a report by Allied Market Research has forecasted a total value reach of $27 million for the interior lifestyle sector by 2020, impelling fashion brands to tap
into this area (2017). If not done individually, in the way Alessandro Michele created Gucci DĂŠcor, brands are seeking for potential collaborators to create their interior lines. Artists and fashion labels are teaming up to create textiles and furniture, exuding both luxury and artistry. Raf Simons, Loewe, are exemplary of this trend. Other brands such as Margaret Howell are taking a spin on this lifestyle movement, celebrating pioneering textile designer Gerd Hay-Edie with an in-store exhibition and a
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lo e w e
three-product launch. London based Victoria Rowley has recently held an exhibition for her unconventional “phallic” silk art. Both cases represent a wave of artists and designers that are experimenting with fabrics and textiles for new, innovative projects. The blurring of lines between fashion and design is not restricted to Europe either, but on the contrary, is being manifested overseas too. In L.A, Slowdown Studio is committed to create art, replacing canvas with 100% cotton throws. In New Zealand, the Oscar winning costume designer Catharine Martin is collaborating with 100-yearold established James Dunlop, creating a modern “Mokum” range of patterns and textiles. This collaboration with Mokum portrays a new side to the multifaceted interiors world, which gained a lot of media attention from magazines including Wallpaper, Vogue covers and collections for Anthropologie, positioning Martin at the forefront of this less exposed textile industry. As Catharine Martin’s collaboration was relevant to Wallpaper’s content, it is evident that textiles and bespoke fabrics are part of this magazine’s areas of focus. Therefore, according to the data gathered from Wallpaper’s media kit, the people who show interest in this field are around 34 years old and affluent, with an attentiveness to quality and likely to buy products from the magazine. For Joanna Lyle, this is an ideal target consumer, and reflects the type of publications the brand should be targeting.
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r o o m m at e gi u l i a
TRENDS: HOSPITALITY With a wave of creative brands tapping into other sectors, it was only natural for interior designers to pick up on this trend and partner with hotels and the hospitality industry. Of course, these sectors have always been intertwined, but now more than ever has it become a “trend� to design the most designsavvy rooms. Muji and Shinola are just two examples of lifestyle brands that have tapped into a full hospitality experience for their audiences through artfully concepted hotels. This has become an immersive and efficient method to engage with an audience and receive an important amount of press coverage. The design-duo Studio Pepe in Milan is another example of commission work in the hospitality sector, having launched an apartment in Milan for Salone 2018. The designers successfully gained exciting media attention owed to the hype that was created before the launch, and were the main talk of this year’s Design week. Lastly, the much acclaimed Spanish interior designer Patricia Urquiola received laudable comments from national and international press regarding her latest commission for the Milanese Hotel Room Mate Giulia.
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TRENDS: THE SCARF
As revealed by WGSN’s summary of this season’s hottest trends, scarves were a massive hit on the catwalks. Brands like Gucci, Prada, Ferragamo, Marine Serre and many more explored the versatility of the most “simple” of accessories. The silk scarf has made a reappearance in fashion, and what is most interesting is, it nebver looks the same. Some prefer it as as headpiece, others use it to decorate bags. Neckties, hair pieces, belts- boggling how many things a foulard can do. This ultimate trend is a great opportunity to add an ‘in-trend’ touch to Joanna Lyle, and numerous occasions for the designer to gain relevant press coverage in fashion editorials.
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NICHE BRANDS
Joanna Lyle belongs to a vast market of niche, independent brands, which has expanded since the rise of social media. Instagram has become a fortune wheel of opportunity for smaller brands, allowing them to grasp an immediate taste of what they have to offer the consumer through curated visuals and influencer endorsements. Labels such as Mansur Gavriel, which, like Joanna Lyle, belongs to a niche segment of a much larger industry, has proven that Instagram, coupled with a solid brand identity, is the greatest opportunity to raise international awareness, and reach high-end stockists. Heti’s Colours is a much smaller example of another niche, independent brand that has accumulated online followers through a strong and original visual identity.
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Morency’s statement procured by Business of Fashion (2017), can ultimately be applied to a broader sector of fashion and accessories, indicating consumers seek uniqueness, exclusivity and luxury quality at accessible price points. WGSN accessories expert Claire Foster has also confirmed that Instagram provides the key to the discovery of small brands, for both shoppers and buyers. Nevertheless, Kitri, another new, niche brand which only has 7.000 followers, is rapidly conquering the press thanks to its savvy pop-up shop location in the heart of London’s Marylebone. It is necessary to either focus on a robust visual identity portrayed on social media channels, which could be futile for a brand with an older demographic that does not use Instagram, or to gain attention via other touchpoints such as the retail store. Ideally, each tactic will lead to the other and subsequently go hand in hand.
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BRANDING
Branding is a quintessential element of any brand, more so for a label that is emerging into such a competitive industry. For this reason, every detail must be considered and representative of that brand’s key messages. Packaging and logos determine a brand’s identity and for this reason, must be iconic and easily recognizable. For this reason, Joanna Lyle’s new identity will take these elements into consideration and create an emblematic image for itself. Corso Como is a prime example of multi-sector brand that has constructed a solid identitity for itself through a simple detail such as the shopping bags for the store.
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The sum of extensive research conducted in both the internal and external environments relating to Joanna Lyle has indicated multiple issues and opportunities that will subsequently be addressed.
ISSUES
As obser ved throughout the internal situation analysis, Joanna Lyle’s main issue, which sprawls and affects extended areas, is a lack of brand identity. Due to a poor strategic plan before launching the fashion line of the business, after two years Joanna Lyle has not seen any increase of brand awareness and online followers. Despite targeting an audience that does not necessarily use social media, research has shown that this is still widely used and fundamental for an emerging, niche brand. The issue born by this lack of identity has stretched to ever y other communication aspect of Joanna Lyle. The social media, the website and the branding do not resonate with a luxur y product, resulting in an incoherent image and unclear consumer. In terms of branding and visual identity, Joanna Lyle’s logo is dated and uses a font that does not align with those 64
of the brand’s consumer, whilst the inconsistency between company name and showroom creates confusion. Compared to Silken Favours or La Double J, Joanna Lyle appears amateur and unprofessional. This is also a result of incongruous packaging and imager y, featuring models of completely different ages to the target consumer. Additionally, Joanna Lyle’s e-commerce platform represents a question of concern for the brand’s reputation, as it only currently has two products available to purchase. Once again, this touchpoint does not epitomize luxur y and professionalism. Despite showing two products online, Joanna Lyle produces a wide range of merchandise, from cushions and lamps to scar ves and coats. This varied selection also represents an issue, adding to the brand’s incoherent identity and not communicating what the brand specifically sells. Finally, Joanna Lyle suffers from a weak industr y presence, ensuing non existent press and media coverage. Despite being par t of the vibrant Milanese Design district and the Salone del Mobile, the brand fails to utilize this connection to raise awareness and footfall in the showroom.
OPPORTUNITIES In spite of the abundant number of issues that have been highlighted, it is impor tant to consider that Joanna Lyle is a ver y young brand and, due to its minor reputation, has an ample space in front of it to grow and amend its issues. The lack of press coverage signifies that less people have noticed the lack of brand strategy, and that Joanna Lyle can star t from fresh without causing too much damage. Joanna Lyle also thrives on the location of its showroom, and of course the valuable connection to the Milanese Design industr y that could be prolific if taken advantage of. The Joanna Lyle product, however, is possibly the strongest force for the brand. Created through slow, authentic Italian manufacturing procedures, with carefully sourced luxur y fabrics, Joanna Lyle’s pieces are exceptionally
exclusive. Coupled with a reasonable price-point, the brand sits well within the niche, luxur y market, whilst distinguishing itself for a unique style. Joanna Lyle will be able to thrive from the authenticity of the products, creating visual content that epitomises the quality behind the garments. In conclusion, research has shown that the Italian fashion industr y is growing, with Milan at the centre of this development. The city is constantly attracting new visitors, in search for the newest, independent boutique to shop at.
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A I M S
Joanna Lyle as an emerging Italian print & textile designer 1 . Position within the Milanese Design District via a 12-month PR Plan driving local and international media coverage.
2 . To establish Joanna Lyle as a luxury, made-in-Italy fashion brand for women over 35, with a focus on original, luxurious prints.
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Create consistent brand identity across all marketing platforms and brand assets, with a clear focus on a “made in Italy� and luxury lifestyle that appeals to the brand’s target consumers in order to generate a follower base of minimum 2K within the next 12 months. Build media relations and educate the Italian audience on the brand, the designer and products via a minimum of 5 pieces of coverage in local and national press both online and offline, once the brand identity has been improved. Increase awareness and appeal amongst tourists though travel publications and a collaboration with the hospitality industry. Generate awareness within fashion trade to increase stockists of the fashion collection primarily in domestic and International market. 70
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LU X U R Y QUALITY M A D E - I N . - I TA LY V E R S AT I L I T Y
k e y m es s ag es
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TIMELESS E D U C AT E D E X C LU S I V I T Y
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S T R AT E G Y The PR strategy that will be implemented over 12 months will focus on the launch of a fresh, unique brand identity and coherent
press assets. The brand will have a clearer and more aligned visual identity imagery and
to its target consumers.
This will be accompanied by a visual revamp of
social
media platforms, an online blog with relevant influencer endorsements and the launch of an editorial campaign . The strategy will identify opportunities for the designer to be the official spokesperson and therefore pursue more opportunities with
press, including a press day
in preparation to Christmas.
Joanna Lyle will aim to educate the
Italian and Milanese
tourist media of the new brand identity and products through a Milanese apartment collaboration, and pitches to foreign/in-flight publications.
Joanna Lyle will aim to take part at the Salone del Mobile in April by displaying a new collection alongside older design pieces and to exhibit at
Super (Pitti)
trade fair in Milan in February.
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TA C T I C : 1
v is ua l identity Objective: Create consistent brand identity across all marketing platforms and brand assets, with a clear focus on a “made in Italy� and luxury lifestyle.
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TA C T I C : 1
The first tactic that will be implemented in Joanna Lyle’s 12-month PR strategy is the creation and employment of a new visual identity for the brand. The main issues that have risen from the analysis of the brand’s communication are due to a lack of coherent and strong identity on all platforms. All brand graphics, logo and details such as packaging and online content are hindering the brand’s potential reputation and impeding it to grow. For this reason, Joanna Lyle will present its new artistic vision in April 2018 in order to build a solid 12 months campaign throughout the rest of the year. INSPIRATION The analysis of Joanna Lyle’s essence and values was effective in order to determine the brand’s personality traits.
TIMELESS, COLOURFUL, MATURE, EXPERIMENTAL, INSPIRED, LOUD, SOFT, EDUCATED, ARTISTIC, CREATIVE, LOVING, ELEGANT, CULTURAL, OPEN-MINDED These words represent the brand that must be portrayed across all platforms and must always be coherent.
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new lo g o
HOW
J OA N N A LY L E MILANO
In collaboration with graphic designer Sabrinna Baglio, Joanna Lyle’s visual identity began to take shape. The aim of this tactic was to recreate the brand’s logo, packaging and general aesthetic that can be applied to all press assets and website. Starting with a visual moodboard and an overview of Joanna Lyle’s inspirations, such as the 20s and painting, the brand’s touchpoints were designed to suit this vision. Together with the launch of this new identity, the showroom will change its name from Amoeba to Joanna Lyle, in order to amend any confusion and incoherency this may have entailed previously.
WHY
As the aim of Joanna Lyle’s new identity is to embody luxury, quality and patterns, the logo was studied in order to express all these elements. Research into the luxury market shows that brands tend not to include images or graphics within the logo, so the name Joanna Lyle will appear next to Milano without any extra graphic content. The symmetricity of the logo will also represent attention to detail and quality, and finally this will appear in different colours depending on the context. The research conducted into the ubiquitous sector of branding revealed that as opposed to logos, packaging is efficient when it includes eye-catching, recognizable patterns or graphics. For this reason, Joanna Lyle’s shopping bags will be reminiscent of the clothes and feature the iconic Joanna Lyle square. This will increase visibility for the brand and add to a unique shopping experience. The packaging from online orders will also be aligned to this identity, in order to guarantee customer satisfaction even from online experiences.
WHEN
Joanna Lyle’s new identity will launch in April 2018, at the same time of the Salone del Mobile.The identity will be applied to all platforms, and by the end of April the packaging orders will have arrived in order to start selling items in a brand aligned manner.
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TA C T I C : 2
e di to r i a l ca m pa ig n Objective: Create consistent brand identity across all marketing platforms and brand assets, with a clear focus on a “made in Italy� and luxury lifestyle. 86
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TACTIC: 2 HOW
WHEN
The aim of the second tactic is to create content for Joanna Lyle’s online platforms: Instagram, Facebook and Website.
The editorial campaign of Joanna Lyle’s signature collection will launch at the same time of the Salone and the brand’s new identity. Coupled with the launch of a new logo, website and packaging, Joanna Lyle’s social media and online content will portray this new artistic direction and target consumer. The posts on Instagram will commence the week before the Salone del Mobile: the second week of April 2018.
The brand has never executed a professional shoot for the products, so this tactic will create a campaign for Joanna Lyle’s general collection. Joanna Lyle does not produce seasonally, making it hard to define her collections as so. This professionally shot campaign aims to encapsule Joanna Lyle’s signature products such as the line of silk shirts, velvet coats and Sicilia scarves in order to present itself as a newly concepted brand.
joanna lyle capsule collection
The frequency of the posts will be circa 4 posts a week, using Instagram’s marketing tool “Insights” to understand when the best time to post and who the posts are directed are. This happened to be 6pm during weekdays to target Milanese women over 35. Consequently, this will be the strategy applied to Joanna Lyle’s Instagram feed.
WHY
As an additional aspect of Joanna Lyle’s visual identity, the editorial shoot is a critical tool for the brand to establish itself online and to approach press and stockists. The editorial photographs will be used as Joanna Lyle’s main photographic content, and will be posted on Instagram, Facebook and brand website in order to increase its audience. The editorial images will attract target consumers to the brand’s touchpoints, consequently raising brand awereness and both instore and online orders. The images represent feminity, luxury and elegance in a current context. The aim of the campaign is in fact to make Joanna Lyle desirable for her target consumers, which range from over the age of 35. It is therefore crucial that the images represent a mature woman with current taste..
The posts will alternate between editorial and inspirational images from external sources and nicely styled product shots, in order to create an aesthetic feed that attracts both current consumers and target consumers.
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I N S TA G R A M
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WEBSITE
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TA C T I C : 3
online content Objective: Create consistent brand identity across all marketing platforms and brand assets, with a clear focus on a “made in Italy� and luxury lifestyle. 96
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TA C T I C : 3 . 1
w e b si t e : o n l i n e b lo g WHAT
Thorough research into Joanna Lyle’s audience has proven that the women who Joanna Lyle needs to target have little engagement with Instagram. Contrarily, this consumer will explore brands through the internet and word of mouth. For this reason, it is quintessential that Joanna Lyle reaches out to this community through relevant and current content that will attract consumers to spend time on the website and learn more about the products. Subsequently, online blogs and newsletters have been proven to be the most effective method to reach this objective. Starting from May 2018, Joanna Lyle will produce monthly online content with exclusive interviews and articles with Milan-based woman who have an influence (either micro or macro) on their community. Joanna Lyle needs to engage with her consumers in order to grow her audience. Due to the identified consumer profiles and strong interest of all overlapping profiles in literature, art and culture, these will be the main themes that the brand’s online content will cover. Daniela Cattaneo is founder and C.E.O of (h+) productions and Base Milano, and the genius behind the cities most exciting cultural events including PianoCity and GreenCity. These events are fueling Milan’s creative atmosphere, and Daniela can take credit for a big part of it. For this reason, Joanna Lyle wants to talk to this ‘influencer’ and discuss the myriad of upcoming possibilities in the Milanese community.
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WHY
These online blogs will achive multiple results: 1. They will increase awareness of the brand and brand’s key messages 2. They will create sharable content online and for social media that will create a “word-of-mouth” communication 3.They will build media relations with the interviewees and augment opportunities for Joanna Lyle
WHEN and HOW
The interviews will commence with a first edition with Daniela Cattaneo in May 2018. The real interview will be conducted at the beginning of May, along with a photography shoot of her in her working space. The (h+) headquarters in via Varese, Milan, will be the location of both interview and shoot. This will roughly take up to two hours maximum, and time and location will be decided with each interviewee beforehand. Joanna Lyle’s PR Manager, Sasha Regazzoni, will conduct all interviews on her own and also take the photographs after. The questions will be decided and pre-planned with Joanna Lyle and then will be transcribed by Sasha and uploaded to the brand website.
COMMUNICATION
By creating sharable content, it will be asked of each candidate to share picture from the interview and a snippet, tagging Joanna Lyle, on Instagram. Joanna Lyle will also do the same and in this manner, the audience will grow and the website will receive more readers.
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TA C T I C 3 . 2 I N F LU E N C E R & COMMUNITY ENGAGEMENT Joanna Lyle’s Online blog will feature a various selection of women. All interviewees represent Joanna Lyle’s essence and core consumer profile. These women vary from artists, journalists, editors, brand strategists and bloggers, and will therefore bring something different to Joanna Lyle’s community. Research on online blogs showed the importance of having a niche angle for this type of content. Joanna Lyle will create unique content around a community of female creatives with a strong impact in
their field. The online blog will be a platform for discussion, inspiration and cultural content, available for Joanna Lyle’s consumers. The online will be communicated and publicized on the brand’s Instagram and Facebook with an accessible link. The same post will also be shared by the women on their platforms, in order to increase exposure for Joanna Lyle in an organic and trustworthy way.
INFLUENCERS MONTHS
NAME May Daniela Cattaneo June Liselotte Walkins
TITLE
FOLLOWERS INSTAGRAM
Creative: (h+) & Base Artist
672 33,4K
July Michela Moro
Art Journalist
August Amanda Ross
Editor, Stylist
19,6K
Stylist
12,6K
Blogger & Photographer
82,3K
November Ludovica Palomba
Interior Designer
25,3K
December Johanna Maggy
Blogger & Sport
88,8K
January Micol Sabbadini
Textile Designer
29,1K
September Enrica Ponzellini October Elena Braghieri
February Helen Nonini March Barbara Frua April Martina Mondadori
1,552
Brand Advisor
4,992
Interior Designer
1,179
Editor - Cabana Magazine 100
27K 101
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TA C T I C : 4
p r es s day Joanna Lyle will host an AW press day in October 2018 in order to solidify press relations and secure coverage in the time leading up to Christmas. The aims of this press day will be to build media relations and educate the Italian press on Joanna Lyle’s projects in fashion and design. Joanna Lyle’s products will be presented as one collection but explained in more details in separate sessions dedicated to fashion press and interior press.
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TA C T I C : 4 SCHEDULE:
how
Press days in October are an efficient tools in the fashion industry to secure coverage in the Christmas editions of print and online magazines. Christmas is a prolific time for brands as consumers are inclined to buy more for themselves and for others. This will be Joanna Lyle’s first press day and will be necessary to increase brand awareness and footfall in the shop and sales online. Moreover, this press day will aid Joanna Lyle in the long term as press will be aware of the sort of products the designer sells.
Joanna Lyle will rent a showroom space in the Brera design district of Milan, as her showroom is too small to efficiently organize an event. It will be a presentation of Joanna Lyle’s latest collection of AW garments, textiles and interior pieces, including last season’s hero pieces as these were not seen by the press at all but were a hit with in-store consumers. Products such as the velvet coats were not sold on the online shop either; this means that very few people knew of Joanna Lyle’s collection. Furthermore, the editorial campaign which launches in April 2018 features four key velvet coats. The photography from the editorial shoot will be used as press assets for the press day. Postcards of the shoot pictures and velvet Joanna Lyle eyewear cases will be given out to press at the end of the day. The press day will start at 9am and finish at roughly 5pm, and will be organized into sessions where Joanna Lyle will present the collection and talk about herself and the products. Myself and Luca, Joanna’s business partner, will also be present to answer any questions. Each session will be made up of 5-7 editors, in order to create an intimate environment and be able to personally talk to each person and build valuable contacts and pitches.
WHen
press
.
WHY
Brands have not released their press day dates yet, but by analysing the peak days, fashion companies usually host press around the final weeks of October. Considering this will be a very busy week for editors, which will not consider Joanna Lyle if there are more important events on, the brand will have a press day slightly earlier in order to ensure more visitors. For this reason, Wednesday October 10th has been selected as the best date for the brand’s press day.
A selection of Italian press has been made, based on their usual content and preferences. For International press, photographic assets and an attached press release will be sent in the week of the press day in order to secure coverage overseas as well, as these people would probably not be able to visit the physical press day in Milan.
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9am-10am: Focus on Fashion • Donna Moderna- Alessandra Cipelli fashion editor • Donna Moderna- Orsina Baroldi fashion editor • Elle Italy- Adriana di Lello senior fashion features editor • Elle Italy- Giulia Pacella online fashion writer • Elle Italy- Eva Fontanelli freelance stylist • Gioia- Michela Gattermayer deputy fashion director • Glamour Italy- Alessandra Pellegrino senior fashion editor • Glamour Italy- Paola Bonazzi fashion director 10:30am-11:30am: Focus on Interior Design • Strategic Footprints- Martina Gamboni influencer • FT How to Spend it Italy- Alexis Papar journalist (lifestyle and design) • Grazia Italy- Annalisa Varesi online design editor • Elle Decor Italy- Francesca Benedetto editorial (interiors production ) • Elle Decor Italy- Paola Carimati editorial (design and trends) 11:30am: Interview with Stefano Cardini (Icon Design) 12:30am- 1:30pm: Focus on Fashion • Marie Claire Italia- Alessandro Argentieri Fashion and beauty news editor • Marie Claire Italia- Marta Stella online fashion editor • Vanity Fair Italia- Roberta Pezzani PA to director • Vogue Italy- Massimiliano Sortino online fashion editor • Corriere della Sera Style- Valentina Ravizza journalist (Style) • Il Sole 24 Ore- Elisa Furlan fashion editor • Moda 24- Marta Casadei digital (freelance) • Io Donna- Bruna Rossi fashion editor 1:30-2:30 LUNCH BREAK 13pm-4pm: Design Focus • Corriere Living Mara Bottini design and lifestyle editor • Corriere Living Luigina Bolis design and lifestyle collaborator • Apartamento Marco Velardi editor in chief
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TA C T I C : 5
j oa n n a ly l e x b r e r a lo f t Objective: Increase awareness and appeal amongst tourists though travel publications and a collaboration with the hospitality industry.
In April 2019, just before the Salone 2019, Joanna Lyle will work on the re-furbishing of the Brera Loft Apartment, a rentable loft in the heart of the Brera Design District.
WHAT
COMMUNICATION
The designer will be creating bespoke pieces of furniture, including cushions, curtains, bedding and lampshades, exclusively for the apartment which currently has an excellent rating online but is hindered by its bleak interiors. The space consists of a ground floor with a double room and bathroom, following to upstairs where there is a living area, a kitchen and a second bathroom. The close proximity of the apartment to the most important Milanese attractions, coupled with inclusive amenities, makes the flat a strong contester for the city’s tourism and in particularly, the niche branch of the touristic industry which considers design as a weighty element.
HOW
The Brera Loft will be announced through a press release and visual assets to Italian and foreign publications a month before the start of Design Week. The editors Pip McCormac and Fiona McCarthy from respectively Elle Décor and Living Etc. will be invited to stay for a couple of nights each during Design Week, securing exclusive coverage from both publications. The ‘Life in Design’ pages in Living Etc. and the ‘Elle Décor Homes’ section in the eponymous publication will both feature Joanna Lyle in their upcoming issues (either May or June 2019).
The project will be announced to the public through social media posts on Instagram and Facebook in the month leading up to the launch. Joanna Lyle x Brera loft will implement a conventional communication strategy across social media and online. The collaboration will be announced to the public through posts on Instagram and Facebook in the month leading up to Design Week. These posts will include inspiration “moodboards” and shots of fabrics, to create hype and mystery. The hashtag #BreraLoft will be used to prompt followers to share and comment the images, inciting word of mouth and excitement before the Salone. Once the loft has been decorated, a tour of the apartment will be streamed on Instagram Stories and three photos will be published during Design week.
Brera Loft will also be pitched to Italian design editors from the general media list as well as the following in-flight magazines: BA High Life, BA First Life, Amica, Air France Madame, EasyJet Traveller.
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b r e r a lo f t m e di a l ist
BRERA LOFT GENERAL MEDIA LIST Living Etc
Hannah
Franklin
contributing editor
franklin-hannah@hotmail.com
Living Etc
Maudie
Manton
news & shopping editor
maudie.manton@freelance.timeinc.com
Town and Country
Rosie
Arkell
senior fashion assistant
rosie.arkell-palmer@hearst.co.uk
Country Homes and Interiors
Thea
Babbington-Stitt
news and features editor
thea.babington-stitt@timeinc.com
Women and Home
Charlie
Moore
fashion and shopping editor
charlie.moore@timeinc.com
Women and Home
Amy
Hunt
digital writer
amy.hunt@timeinc.com
Marie Claire UK
Hannah
Freeman
International fashion director
hannah.freeman@timeinc.com
Marie Claire UK
Lucia
Debieux
fashion editor
lucia.debieux@timeinc.com
Telegraph Magazine
Caroline
Leaper
fashion editor
caroline.leaper@telegraph.co.uk
Telegraph Magazine
Charlie
Gowans-Eglinton
senior fashion editor
charlie.gowans-eglinton@telegraph.co.uk
Surface USA
Courtney
Kenefick
fashion editor
ckenefick@surfacemedia.com
Surface USA
Nate
Storey
associate travel editor
nstorey@surfacemag.com
Surface USA
Elizabeth
Ferraro
design director
eferraro@surfacemag.com
Elle Decor UK
Jackie
Daly
Homes director
jackie.daly@hearst.co.uk
Elle Decor UK
Kiera
Buckley-Jones
Decorating editor
kiera.buckley-jones@hearst.co.uk
Elle Decor UK
Amy
Bradford
Contributing editor
amybradford50@yahoo.co.uk
Elle Decor UK
Amy
Moorea Wong
features editor
amymoorea.wong@hearst.co.uk
Wallpaper UK
Lauren
Ho
travel editor
lauren_ho@wallpaper.com
Wallpaper UK
Matthew
Morris
Interiors stylist
matthew_morris@wallpaper.com
Apartamento
Marco
Velardi
editor in chief
marco@apartamentomagazine.com
Apartamento
Robbie
Whitehead
managing editor
robbie@apartamentomagazine.com
Apartamento
Marco
Velardi
editor in chief
marco@apartamentomagazine.com
Apartamento
Robbie
Whitehead
managing editor
robbie@apartamentomagazine.com
Elle Decor Italy
Murielle
Bortolotto
editorial design and trend editor
mbortolotto@hearst.it
Elle Decor Italy
Paola
Carimati
editorial (design and trends)
pcarimati@hearst.it
Corriere Living
Benedetto
Marzullo
caporedattore
benedetto.marzullo@rcs.it
Corriere Living
Mara
Bottini
Design and lifestyle editor
mara.bottini@rcs.it
Corriere Living
Luigina
Bolis
design and lifestyle collaborator
luigina.bolis@rcs.it
AD
Hannah
Martin
editor
hannah.martin@condenast.co.uk
FT How to Spend it Italy
Alexis
Paparo
journalist (lifestyle and design)
ext.alexis.paparo@ilsole24ore.com
Grazia Italy
Annalisa
Varesi
online design editor
annalisa@grazia.it
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Milan, 10th April, 2019
Joanna Lyle x Brera Loft
British textile and interiors designer Joanna Lyle has announced a collaboration with Milanese apartment: Brera Loft. The Milan-based showroom will re-furbish this apartment in the historical center of Milan, available to rent on websites such as Booking.com and Bed&Breakfast. Joanna Lyle will be entirely decorating the apartment with her bespoke, luxury fabrics sourced in the leading textile region of Como. Inspired by her most recent fashion embarkment and experiments with watercolurs, Brera Loft epitomizes the vibrant Milanese design culture and celebrate the works of inspiring masters such as the Memphis movement pioneers. Joanna Lyle’s vision stems from her admiration of lines and curves, which will be the recurring themes throughout the apartment. The designer has chosen to remain true to her staple colour palettes, which vary from hues of blues and turquoises to gradient shades of pinks and purples. The apartment will be a reflection of a modern admiration of colours and shapes, with a classic Milanese avant-garde stamp. The collaboration will re-design the 2 story apartment in the lively area of Moscova (Brera), where all amenities are provided and is located only 500 metres from the closest metro station. Brera Loft is a close walk to the main Milanese attractions including Parco Sempione, Sforzesco Castle, Duomo, Colonne di San Lorenzo and Corso Como. The ground floor consists of a double room and bathroom, following to upstairs where there is a living area, a kitchen and a second bathroom. Brera Loft will be available to rent from the first week of May 2019 starting from 120 euros per night through the loft’s online website or e-mail. For further information, press kits and more, please contact us at: info@joannalyle.com press@joannalyle.com Showroom: Amoeba, Via Marsala 11, Milano 0039 3289675824
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TA C T I C : 6
a pa rta m e n to : e x c lu si v e interview
Objective: Build media relations and educate the Italian audience on the brand, the designer and products via a minimum of 5 pieces of coverage in local and national press both online and offline, once the brand identity has been improved. 112
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m o c k u p : a pa rta m e n to m aga z i n e i n stag r a m
“Apartamento is an everyday magazine” This niche international magazine has rapidly gained a strong reputation for its unique approach to design with focus on personality rather than technicality, typical of most mainstream design magazines such as AD or Wallpaper. Apartamento is an ideal publication for Joanna Lyle to tell her story as a designer and an expat that found her career paradise in the cobbled streets of Milan (also home to the magazine). Joanna’s trajectory as an Alessi collaborator to a self-employed textile designer is a pitch that could suit the Spanish magazine and gain multiple benefits. Apartamento is published internationally in English and is stocked in multiple newsstands around Milan. Apartamento’s 21st issue launched the day before the start of Salone del Mobile as a limited pre-edition of the worldwide release launching a week later. The magazine is correlated to the Design industry of course and has participated to events throughout the festival.
The pitch to Apartmento would be an exclusive interview with the designer in her home in the upcoming Garibaldi area of Milan and would include photographs of the apartment and the owner, applying the magazine’s usual imprint. The interview would appear in the edition that launches during Milan Design Week, in such a manner that the Salone Event could be one of the topics covered in the conversation. 2019 also marks Joanna’s 10th anniversary partaking at Design Week, providing a great story for the magazine to feature her in their special Salone edition. Apartamento publishes its articles in the print edition as well as online, coupled with snippets of pictures and extracts of interviews on their Instagram page.This means that Joanna Lyle’s exclusive would receive coverage on multiple platforms, most importantly Instagram, where photos circulate rapidly and gain an easy increment of followers.
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TA C T I C : 7
sa lo n e d e l mobile
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10th anniversary salone del mobile
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“Milan is where design and fashion interests overlap”
The event will take place on the Friday of the 2019 Fuorisalone week at Loom Gallery in via Marsala. Guests will be invited to arrive at 7pm for cocktails and exquisite food provided by the charming Take Away Bistro, a local Milanese locanda with a vibrant personality.
Giles (2018)
Music will be served by Pietro Beretta, DJ and successful event organizer who has worked with national and international names in the industry.
In April 2019, Joanna Lyle will celebrate her 10th year of participating in the reputable Milanese Salone del Mobile. For the past decade, the interior designer has showcased her work during the string of events parallel to the internationally esteemed Trade show, known as the Fuorisalone.
Fioraio Bianchi will also be a collaborator, providing the space with structural flowers that will add to the overall complexion of the room. Loom Gallery is a white exhibition space, which will be arranged with Joanna Lyle’s iconic Delilah Sofa, the Fiori lamps and the designer’s most recent fashion collection.
For the special occasion, which will also celebrate Joanna’s embark upon a fashion career, the designer will present an exclusive retrospective of her solo career as an artist and creator. Established by Monocle, Milan has been positioned at the forefront of a new trend where the boundaries of fashion and design are blurred. Brands are, more than ever, using design as a vehicle to express the former. Joanna Lyle, as a multi-sector brand, fits within this trend and will continue to present itself as an encompassing label. The 2019 Fuorisalone will be an opportunity for Joanna Lyle to express her key messages and showcase her creations under one embracing umbrella pillars which are quality, exclusivity and creativity.
APRIL 2019 INVITES INSTAGRAM ANNOUNCEMENTS
EVENT CLIP PRESS COVERAGE
PRESS RELEASE
SALONE 2019 118
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TA C T I C : 7 c o m m u n icat io n Joanna Lyle’s Fuorisalone event will utilize different communication platforms.
The event will be featured on the home page of the brand’s website and Facebook, where friends and followers will be invited and asked to RSVP. It will also be visible on Brera District Design’s website, to attract design-savvy people who are involved in the industry.
This plan will commence in the week before the event with a press release and invitation sent out to all relevant press via e-mail. The event will also be open to the public, who will be welcome to join the event if passing by or RSVPd from the Facebook page. The communication strategy of Joanna Lyle’s event at the Salone del Mobile will be primarily based on raising awareness regarding the event in the lead up to the evening itself. This will be executed by multiple Instagram posts on Joanna Lyle’s feed starting from two weeks before the event. As the evening draws closer, the posts will be more frequent and an announcement will also be made on the Stories feature of the app. Joanna Lyle will also approach all relevant press with enough time in advance depending on their lead times.
On the night, the hashtag #JoannaLyle10 will be advertised on postcards placed around the space, so that guests share their experiences on social media. After the event, Joanna Lyle will post a sequence of photographs from the event featuring herself, myself and guests on Instagram and Facebook. The people in the post will be tagged in the possibility that this content will be shared by them. The posts from after the event will continue throughout the following week, Subsequently, the communication strategy for the Salone event will end.
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joanna lyle x salone del mobile i n v i t e sa lo n e d e l m o b i l e 2 01 9
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C AT E R I N G B Y TA K E AWAY B I ST RO M I L A N O
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P r es s sa lo n e d e l m o b i l e 0 4 / 2 01 9 ITALIAN EDITORS FASHION & DESIGN
Milan, 10th April, 2019
Joanna Lyle celebrates her 10th Salone del Mobile Anniversary with Design & Fashion Retrospective Joanna Lyle will participate in the 2019 Fuorisalone and will celebrate her 10th Design week anniversary. The designer will be showcasing her latest collection of textiles across fashion and interiors with an exclusive retrospective of her journey as an independent artist. The event will take place at LOOM Gallery Milano and will exhibit Joanna Lyle’s most iconic pieces from her inspiring career in the Milanese design scene, from the sinuous silhouette of the Delilah sofa to the futuristic Fiori floorlamp. The evening will bring clients, friends and press together for a vibrant experience in the merging industries of fashion, textiles and interiors. The collection that will be presented for this year’s Salone is yet another exploration of colours, patterns and art by Lyle, who, is renowned for her emblematic watercolor graphics. This season’s fabrics, which take the shape of elegant “Belle-Epoque” evening coats in opulent velvets and silk, timeless shirts and vivid accessories are a representation of the Italian maritime coasts. Joanna Lyle’s chromatic precision is evident in the gradient shades of the scarves, which encompass delicate prints and vibrant tones of greens, blues and pinks. The collection will be available to pre-order at the event itself and immediately online.
PUBLICATION
NAME
SURNAME
TITLE
Donna Moderna
Alessandra
Cipelli
fashion editor
alessandra.cipelli@mondadori.it
Donna Moderna
Orsina
Baroldi
fashion editor
orsina.baroldi@mondadori.it
Donna Moderna
Monica
Triglia
deputy director
monica.triglia@mondadori.it
Elle Decor Italy
Murielle
Bortolotto
editorial design and trend editor
mbortolotto@hearst.it
Elle Decor Italy
Paola
Carimati
editorial (design and trends)
pcarimati@hearst.it
Elle Decor Italy
Tamara
Bianchini
editorial (design and trends)
tbianchini@hearst.it
Elle Italy
Laura
Salsi
fashion editor
lsalsi@hearst.it
Elle Italy
Marta
Saladino
fashion editor
msaladino@hearst.it
Gioia
Monica
Ceci
editor
mceci@hearst.it
Gioia
Paola
Brambilla
deputy editor (and Mestyle)
pbrambilla@hearst.it
Glamour Italy
Paola
Bonazzi
fashion director
pbonazzi@condenast.it
Glamour Italy
Valentina
Di Pinto
fashion director
vdipinto@condenast.it
Grazia Italy
Carlotta
Marioni
fashion editor
marioni@mondadori.it
Icon Design
Stefano
Cardini
editor
cardini@mondadori.it
Io Donna
Bruna
Rossi
fashion editor
iodonna.redazione@rcs.it
Marie Claire Italia
Elisabetta
Massari
fashion editor
emassari@hearst.it
Marie Claire Italia
Ivana
Spernicelli
fashion director
ispernicelli@hearst.it
Corriere Living
Benedetto
Marzullo
caporedattore
benedetto.marzullo@rcs.it
Corriere Living
Mara
Bottini
Design and lifestyle editor
mara.bottini@rcs.it
Corriere Living
Luigina
Bolis
design and lifestyle collaborator
luigina.bolis@rcs.it
Moda 24
Marta
Casadei
digital editor (freelance)
casadei.marta@gmail.com
Il Sole 24 Ore
Elisa
Furlan
fashion editor
elisa.furlan@ilsole24ore.com
Vanity Fair
Roberta
Pezzani
PA to director
rpezzani@condenast.it
“I began producing things for interiors and I have now moved into the fashion and clothing industry and the common denominator are the fabrics that I’m designing myself. These textiles are developed from my paintings in watercolor and printing them on textiles, applying them across different sectors which are interiors and fashion. “ Joanna Lyle’s 10th Fuorisalone Anniversary will take place with cocktails and a delicious Italian menu provided by Take Away Bistro. The evening will start at 7pm on Friday 15th April, 2019.
For further information, press kits and more, please contact us at: info@joannalyle.com press@joannalyle.com Showroom: Amoeba, Via Marsala 11, Milano 0039 3289675824
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TA C T I C : 8
According to Retail Minded, trade shows are the one of the most efficient methods for emerging brands to gain exposure and build relations both locally and internationally (2018).
Objective: Generate awareness within fashion trade to increase stockists of the fashion collection primarily in domestic and International market. 128
Joanna Lyle will participate in SUPER Pitti Immagine’s 2019 edition which will take place in February 2019 at The Mall in central Milan. Super is an esteemed trade show with thousands of visitors each year, and more than 20% of the 2018 visitors were in fact foreign, signaling a strong interest from overseas for Italian style.
Joanna Lyle will present a video on a screen at the stand showcasing the manufacturing procedures of her textiles: from the delicate painting on paper, to the selection of fabrics in the scenic Lake Como district, to the creation of the final pieces. Press kits and assets will also be available for all press, including the following: • Press Release of New collection • Look-book • Business Cards
Joanna Lyle will participate at Super by presenting her SS19 collection and take private appointments with both press and retailers that will appear on the future visitor’s list. The brand will set up the stand with the hero pieces of the collection and also bring examples of older lines and interiors to show to press or buyers.
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SUCCESS MEASUREMENT After each the implementation of each tactic, these can be evaluated to measure esuccess. TACTIC #1 & #2
This tactic can be effectively measured as this was really employed on Joanna Lyle in April 2018. After producing a new brand identity and editorial campaign, the images were used for Instagram, Facebook and website content. By analysing Joanna Lyle’s Instagram followers, this tactic can be evaluated accordingly. In fact, since the week of April 16th 2018, Joanna Lyle’s audience has seen a growth of almost 90%, doubling from 150 followers to 220 in exactly four weeks. At this rate, Joanna Lyle will be able to achieve the objective of gaining 2K in the next 12 months, as the brand would need to increase of166 followers per month (on average) to hit this target. The 12 month tactic will be measured in April 2019 based on the amount of followers the brand will have achieved.
TACTIC #3
Tactic 3’s success will be evaluated according to the increase of online visitors and social media followers Joanna Lyle gains each month. On the course of these 12 months, Joanna Lyle will aim to see a steady increase of online presence all-around. This wil manifest through likes, comments, e-mails, followers and overall sales. It will be possible to analyse the results of each blog through the comparison of growth each month, deducting strengths and weaknesses of this tactic. The latter will mitigated as the year progresses based on the collected results.
TACTIC #4
Joanna Lyle’s press day will serve to build and solidify valuable press contacts for the present and future. Therefore its success will be measured through the amount of coverage secured from meeting with editors in person, which will also entail getting to know them and staying in contact for future endeavours.
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TACTIC #5
Tactic 5 consists of Joanna Lyle’s re-furnishing of an apartment in Milan: Brera Loft. This tactic will be evaluated from different perspectives: firstly, the quality of the products and the overall aesthetic of the final result will need to be evaluated on its own. The second part of the evaluation will not be able to be indicative of success if Joanna Lyle’s products do not fit or sit well within the loft. Once this is finalised, the success of the apartment will be evaluated by registering the amount of press coverage concerning the collaboration after the Salone. It will also be measured by the increase of guests and booking requests. The Brera Loft should also assist with Joanna Lyle’s weak online/industry presence, measured by the amount of followers and sales online.
TACTIC #6
In order to evaluate the success of an exclusive interview with Apartamento, Joanna Lyle must analyse the growth, if any, of social media followers. As Apartamento has a large audience of 151K, the brand’s association with the magazine will boost its respective public. Secondary measurements can be made by analysing the long-term impact of Apartamento’s piece: this will entail more visitors for Tactic 7 and more media attention in regards to Tactic 5.
TACTIC #7
The Salone del Mobile Event will be evaluated by the amount of press coverage Joanna Lyle receives before and after the event. Joanna Lyle will pitch to several Italian and foreign publications, plus using Instagram as a tool for self promotion. At the end of this tactic; Joanna Lyle will be able to see immediate results and measure its success.
TACTIC #8
The last tactic will be measured slightly differently, as it is targeting the industry rather than consumers. Super Pitti will allow Joanna Lyle to engage with trade press and buyers, so this investment will be evaluated through the number of stand visitors, number or appointments made and the outcome in press coverage and retailer appointments.
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GENERAL MEDIA LIST
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primary
research
In order to gain a deeper understanding of Joanna Lyle from every perspective, it was necessary for me to conduct primary research in several fields. This research was carried out through face-to-face interviews, e-mail intervies, a survey and shop observations.
1. Interview with Joanna Lyle 25.10.2017 Facetime Research Objective: Understand target consumer and brand essence. 1. When did you first consider yourself as a fully matured designer? 2. What would you say has always inspired you in your work? 3. What is Joanna Lyle as a brand in a few words? 4. When did you start creating fashion products? 5. Does your interior design background inspire/ influence your fashion creations? 6. Who are you creating these products for? 7. How do people behave in your store? Do they try things on? 8. Are they curious about the product and the process? 9. Who are they? 10. Who is your consumer? 11. Do you build long-term relationships with your customers? 12. Is the fashion line a reflection of the interiors line? 13. What is different about Joanna Lyle? 14. Who are your direct competitors? 15. Who are your target competitors? 16. What publications do you read? 17. What social media platforms do you use? 18. Do you follow brands on social media? 19. Where do you shop? 20. What is most important for you whilst shopping: label, material, price 21. What is most important for you whilst shopping: label, material, price 22. Are these three elements directly proportioned in your brand? 23. When and where would you wear your products? 24. Have you seen a rise of demand for these products? 25. Would you go back to furniture design? 26. Why did you choose to open a shop in Brera? 27. Have you seen any changes in this area of Milan? 28. In what way do you take part in Milan Design Week? 29. Do people who are here for Design Week show interest in your shop and come in? 30. What is your goal for JL? 146
2. Interview with Giovanna Negri, current consumer of the brand. 21.11.2017 E-MAIL I approached Giovanna Negri through Joanna Lyle, with the research objective of pin-pointing the type of client that shops from both fashion and design sides of the brand. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22.
How old are you? How long have you been a Joanna Lyle client? What is your occupation? Where do you live? How do you spend your free time? What are your main hobbies? What publications do you read? Do you visit museums and galleries? Which ones? How often do you travel? Do you follow art and design? Who would you say are your favourite artists? What events do you attend? Where? Do you follow fashion? Where do you shop? Do you buy more online or in store? What is your favourite brand? How would you define your style? In your opinion does price or quality matter more? Do you use social media? How would you describe Joanna Lyle’s style? What made you choose this designer to furnish your home? Would you attend a Joanna Lyle event? What makes you buy Joanna Lyle’s fashion items?
The purpose of the interview with Giovanna Negri, was to understand who is currently the Joanna Lyle consumer and why. Mrs. Negri has been a Joanna Lyle’s most regular client, having begun a relation with the designer 6 years ago when she commissioned a large part of her home in Fidenza to be redecorated. The research objective of this interview was therefore to create an outline of the current Joanna Lyle client who has been loyal to the brand despite the lack of communication strategies. The key of this interview was to grasp an idea of the lifestyle of a woman who has invested so much into the brand and really lives it, buying into both the home and fashion aspects of the company. The salient findings of this interview were the consumer’s deep interest in historical and artistic culture, particularly relevant to Italy. This shows an admiration for Italian culture, which is a critical piece of information regarding a consumer that buys from a “made-in-italy” boutique. Giovanna Negri’s relationship with Italy and the Mediterranean evidences the need for Joanan Lyle to resonate with an Italian consumer, before any projects over seas. 147
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3. Interview with Elisabetta Bettucchi, Communications Manager Maliparmi Email 11.11.2017 Research Objectives: Understand Maliparmi’s consumer and how the brand engages with this type of women through social media, events and collaborations. 1. Who is the Maliparmi consumer? (gender, age, work, home etc.) Why do they buy from Maliparmi? 2. What message is Maliparmi trying to send to its followers? In what way? 3. In what way do you consistently communicate the brand’s visual identity through your platform’s aesthetics? (i.e. Instagram) 4. What is the role of your Instagram and Facebook pages? Is there a difference? 5. In what way does Maliparmi interact with its consumer? Which platforms are most useful and why? 6. What is the goal of your events and collaborations? 7. What brands would you consider your competitors? 8. What will your next goal in terms of communication be? The e-mail interview with Communications Manager of Maliparmi Elisabetta Bettucchi was useful to highlight the ways Joanna Lyle’s closest competitor engages with the consumer. With a strong corporate social responsibility and a prolific events calendar, Maliparmi’s communication is a strong tool for the brand on all platforms. Ms Bettucchi evidenced a “human” side to the brand, and the ways that Maliparmi makes a real effort to create a unique and direct relationship with the client. Having identified a difference between Facebook and Instagram, Maliparmi cleverly itneracts with their consumers from all different angles: events, charities, collaborations and media platforms, ensuring easy access to a complete brand lifestyle.
4. Interview with Elisa Carassai - Ex Editorial Assitant and PA to JJ Martin, La Double J Interview: Café Nero, Oxford Circus, London 2.11.2017 Research Objectives: Understand the key communication tactics and brand identity of a striving, target competitor. 1. tasks) 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.
ABOUT (when did she work for LDJ, how did she get the job, what was she doing (daily Do you like the brand? From an internal point of view, what was the brand doing? What was its main goal? Social media startegies? Brand structure Who are the brand’s competitors? Direct/ Target Who was coming up with the brand’s visual identity? What is the brand trying to be? Adjectives. TARGET CONSUMER (who, lifestyle, age, work, travel, shops, magazines, books, politics) Tactics to reach target consumer? Press coverage – relationship with Wallpaper, WHY wallpaper? Who does the PR? Is it because their consumer is the same? What other magazines are you pitching? What were the main steps as an emerging brand to establish itself? Issues you encountered at the beginning? How did you overcome them? How have collaborations helped with the growth of the company?
The benefits of conducting a face-to-face interview is that the person will automatically add information and details that had not been initially planned. The interview with Elisa Carassai was ubdoubtedly useful for many reasons, providing key findings in relevant areas such as social media, brand identity and collaborations, all aspects that could be strengthened for Joanna Lyle. La Double J embodies a successful, emerging brand that has managed to thrive online through the celebration of Italian culture and exclusive textiles.
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5. Email Conversation with Patrizia Malfatti, Press Coordination Manager: il Salone del Mobile Milano Research Objectives: Understand the Salone del Mobile consumer In order to gain a more accurate perception of what type of person visits the annual Salone del Mobile and attends the myriad of events scattered across Milan, I contacted the Press Coordination Manager of the design festival. After visiting Milan and not gaining the information I was looking for, I decided that direct communication with the event itself was the best method to get it. For this reason I contacted Ms Malfatti, with the research objective of refining the average consumer, to understand the age, gender and occupation of the majority of Salone visitors. Unfortunately Ms Malfatti was unable to provide me with such precise information but managed to give me some broader statistics in regards to industry-related people who visit the event. According to the Salone press office, these are the following numbers: • purchasing groups (buyers), facility managers, general contractors, architects, designers, interior decorators, lighting designers 40% • distributors, traders, retailer 40% • agents and representatives 5% • others 15% This information is not as refined as I would have hoped for, but still shows that the Salone visitor is a ver y specific person that works in the industr y. The “other” categor y only constitutes 15% of the visitors, which represents a moderate por tion of people that belong to different sectors. Fur ther research will attempt to narrow this variety of people down, studying their average age, gender and nationalities.
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6. Survey amongst 22 women aged 35+ over three days. The women who completed the survey were from the UK and MIlan, areas that were selected based on similar shops and publications. Research Objectives: Understand the average 30+ year-old women’s shopping preferences and behaviour. Questions asked: What is your age? What is your average household income? What area do you live in? In what field do you work? Select where you prefer to shop (online, big shopping centres, luxury brands, small independent boutiques, high-street brands) What do you value most? (price, quality, brand) Do you prefer to buy less, key higy-quality pieces, or more economic, low-quality pieces? What are your 3 favourite publications? Do you dress according to the latest trend or your personal style? Where do you follow and finf brands and discover news and events?
The results from this survey were highly informative, providing valuable insight into middle-aged women’s shopping preferences and habitual routines. The key findings from this survey, which will be applied to Joanna Lyle, are threefold. Firstly, data shows that the majority of these women’s preferred place to shop is online, followed by small, independent boutiques. This indicates that Joanna Lyle’s website must be elevated to the highest of standards, in priority to the brand’s social media. Secondly, these women prefer to purchase key, staple pieces, favouring quality over price and brand. Again, Joanna Lyle can create a rich opportunity from this revealed information. Finally, the second method these women use to discover new brands, following the online websites, is indeed Instagram. This reflects a need to also engage with the desired consumer through this visual platform, trying to resonate the experience found online.
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7. Survey amongst 29 women over 35 based in Milan. Research Objective: To narrow down the answers from the previous survey and understand women over 35 in Milan (Joanna Lyle’s consumer profile) shopping and reading habits. Questions asked: 1. Where do you shop more often? (Online / In store) 2. What is your favourite area to shop in? 3. Do you prefer to buy pieces from high luxury brands or independent luxury brands? 4. Can you briefly reason why? 5.What are your top three magazines? 6.Where do you find your latest fashion news? 7. What are your top three fashion brands? 8. How much do you spend on a piece of clothing for yourself? (on average) 9. Do you follow any bloggers? If so name your three favourite. The results from this survey helped me identify the communication strategy for my tactics. These women made it clear that they prefer to buy from independent brands and that they do not follow many bloggers. For this reason I chose to use other “influencers” in my campaign, and I took in consideration the magazines they said they read for target publications. This survey was the base for most of my tactics and helped me immensly.
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8. SHOP REPORTS JOANNA LYLE - Amoeba Milano 10.11.2017 Despite being very acquainted with the Joanna Lyle showroom in Milan, it was very useful to visit it with a clear research objective in mind: to identify the current consumer. By observing the products, analysing the space and the customers, this form of primary research was constructive to better understand the brand and its audience. The shop report arised both issues and opportunities, so it was beneficial to really grasp the aura of the space in order to conduct a valid audit. MALIPARMI- MIlano 11.11.2017 Visiting the Maliparmi retail store in Milan was extremely useful to really grasp the brand essence, message and consumer. From the product, to the sales assitant and the interior decor, experiencing the shop in first person allows you to connect to elements that aren’t tangible and invisible to social media or the wesbite. Observing the customers, and listening to the way they communicated with the shop assistants, or what they were trying on, was valuable to immerge myself into the world of Maliparmi. LA DOUBLE J - Liberty London 2.11.2017 Surprisingly enough. La Double J’s pop up store in Liberty was entirely empty. Based on the womenswear floor of the historic department store, La Double J took up a whole section of this space, dedicating a vaulted room to the brand’s vintage garments along the walls and the newsest tableware collection displayed on a large dinner table in the middle. The lack of clients may have been result of bad timing and early days for the pop-up. This did not allow me to analyse any consumer behaviour within the space, but on the other hand gave me time to closely look and feel the products. The shop visit confirmed the secondary research in regards to the brand’s strong visual identity: the packaging, the labels, and even the menus on the fake dinner table resembled a true Milanese feast, enhanced by an explosive array of colours, patterns and prints. The strong identity draws a person to want to know the brand further, and the arrangement of a dinner table truly conveys a one-in-all brand lifestyle.
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LIBERTY - London November 2011 Multiple shop visits to Liberty, in central London, informed me in regards to the British textile and luxury fashion industry. Renown for scouting niche, emerging brands, Liberty is a pioneering department store that represents multiple, overlapping sectors. Specialized in luxury prints, Liberty has become an expert in merging fashion and design together, so I felt it was pivotal for me to analyse this company. Due to the enormous amount of visitors, which include families, tourists, and generally people of every age, it was very hard to find what I was looking for. Nevertheless, by focusing on the womenswear and interior design parts of this store, the audience was narrowed down to women over 30. My research objective was to get a general overview of this environment, but talking to the luxury prints and scarves sales assistants gave me some further, more specific knowledge about that consumer, which is an affluent foreign or British women between the ages of 40 and 65.
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b i b l io g r a p h y
Aesop.com. (2018). Aesop. [online] Available at: https://www.aesop.com/uk/r/the-ledger/january-2018 [Ac cessed 24 Mar. 2018]. Breradesigndays.it. (2018). Daniela Cattaneo Diaz | Brera Design Days | 1-9 ottobre 2016. [online] Avail able at: http://www.breradesigndays.it/2016/people/daniela-cattaneo-diaz/ [Accessed 8 Apr. 2018]. Correa, A. (2018). Must Haves AW 18 19 Accessories. [online] Www-wgsn-com.arts.idm.oclc.org. Available at: https://www-wgsn-com.arts.idm.oclc.org/content/board_viewer/#/78065/page/7 [Accessed 6 Mar. 2018]. Deleuze, S. (2018). Interview with Sylvain Deleuze. Interviewed by Viola Marella Biasich for L’Uomo Vogue [online]. En.wikipedia.org. (2018). History of silk. [online] Available at: https://en.wikipedia.org/wiki/History_of_silk [Accessed 18 Mar. 2018]. Ferragamo, F. (2015). Artisan workshop tradition recounts Italian life-style. [online] Il Sole 24 Ore. Available at: http://www.italy24.ilsole24ore.com/art/business-and-economy/2014-11-14/artisan-work shop-tradition-recounts-italian-life-style--134436.php?uuid=ABGJdvDC [Accessed 13 Mar. 2018]. Grigoletti, E. (2018). Room Mate Giulia, l'ospitalità a Milano secondo Patricia Urquiola - Icon Design. [online] Icon Design. Available at: http://icondesign.it/places/room-mate-giulia-milano-patricia-ur quiola/ [Accessed 29 Apr. 2018]. Heti's Colours. (2018). Home. [online] Available at: https://hetiscolours.com [Accessed 19 Feb. 2018]. Johnston, V. (2010). Italian silk-makers confront changes in luxury market. [online] DW.COM. Available at: http://www.dw.com/en/italian-silk-makers-confront-changes-in-luxury-market/a-5635373 [Accessed 29 Mar. 2018]. Jonze, T. (2018). Cult interiors magazine Apartamento develops global following. [online] the Guardian. Available at: https://www.theguardian.com/world/2012/jul/10/interiors-magazine-apartamento-glob al-following [Accessed 25 Apr. 2018]. Key, P. (2018). An exclusive look at COS’ reflective installation by Phillip K Smith III at Salone del Mobile. [online] Wallpaper.com. Available at: https://www.wallpaper.com/design/cos-and-phillip-k-smith-iii- installation-salone-del-mobile-2018 [Accessed 15 Apr. 2018]. Mantero. (2018). Who we are | Mantero Official Store Online. [online] Available at: https://www.mantero. com/gb/about-us/ [Accessed 27 Mar. 2018]. Momonì. (2018). Momonì. [online] Available at: https://www.momoni.it [Accessed 18 Feb. 2018]. Pittimmagine.com. (2018). Super fashion trade show - Pitti Immagine. [online] Available at: http:// www.pittimmagine.com/en/corporate/fairs/super.html [Accessed 7 Apr. 2018]. Reyhle, N. (2016). 4 Reasons Why Product Packaging Is Important - Retail Minded. [online] Retail Minded. Available at: https://retailminded.com/4-reasons-why-product-packaging-is-important/ [Accessed 2 Mar. 2018]. Tajani, C. (2018). A place to grow. Monocle. Terruzzi, G. (2018). Patricia Urquiola: confessioni di una mente geniale - Icon Design. [online] Icon Design. Available at: http://icondesign.it/storytelling/patricia-urquiola-designer/ [Accessed 22 Apr. 2018]. The Italian Tribune. (2016). The Silk Roads to Italy. [online] Available at: http://www.italiantribune.com/thesilk-roads-to-italy/ [Accessed 17 Feb. 2018].
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JOANNA LYL E Udas, S. and Jensen, J. (2015). The ancient art of Chinese silk-making. [online] CNN Travel. Available at: https:// edition.cnn.com/travel/article/chinese-silk-ancient-trade-production-craft/index.html [Accessed 29 Mar. 2018].
Interviews Bettucchi, E. (2017). maliparmi. [email]. Carassai, E. (2017). La Double J. Lyle, J. (2017). Joanna Lyle. Negri, G. (2017). intervista. [email]. Malfatti, P. (2017). Salone Media Kit. [email].
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Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/joannalyle/ [Accessed on 2 May 2018] Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Marani, A. (2018). Illustration [Illustrator]. London Marani, A. (2018). Illustration [Illustrator]. London Marani, A. (2018). Illustration [Illustrator]. London Marani, A. (2018). Illustration [Illustrator]. London Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). [screenshot]. Available at https://www.instagram.com/sciuraglam/ [Accessed on 29 April 2018] Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Silken Favours [screenshot]. Available at https://www.instagram.com/silkenfavours/ [Accessed on 24 April 2018] Anon., (2017). Unknown, Available at www.maliparmi.it. [Accessed on 20 October 2017] Regazzoni, A., (2017). La Double J [screenshot]. Available at www.ladoublej.com [Accessed on 14 November 2017] Regazzoni, A., (2018). Liberty [Photograph]. London Regazzoni, A. (2018). Les Belles Heures [screenshot]. Available at https://www.instagram.com/lesbellesheures/ [Accessed on 29 March 2018] Regazzoni, A. (2018). Les Belles Heures [screenshot]. Available at https://www.instagram.com/lesbellesheures/ [Accessed on 29 March 2018] Regazzoni, A. (2018). Les Belles Heures [screenshot]. Available at https://www.instagram.com/lesbellesheures/ [Accessed on 29 March 2018] Regazzoni, A. (2018). Les Belles Heures [screenshot]. Available at https://www.instagram.com/lesbellesheures/ [Accessed on 29 March 2018] Regazzoni, A. (2018). Les Belles Heures [screenshot]. Available at https://www.instagram.com/lesbellesheures/ [Accessed on 29 March 2018] Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Corso Como Photograph]. Milan Treggiden, K. (2017). Milan’s 2017 Design Week: Wallpaper’s Temple of Divine Design. Available at https:// design-milk.com/milan-design-week-2017-wallpapers-temple-divine-design/ [Accessed on 26 April 2018] 162
Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Anon., (2017), Unknown, Available at ttps://i.pinimg.com/originals/9e/e2/62/9ee26217b1adeb10ab915a534fe9fhc49.jpg [Accessed on 23 November 2017] Barnes, R. (2018). Untitled. Available at: https://www.wallpaper.com/design/cos-and-phillip-k-smith-iii-installation-salone-del-mobile-2018 [Accessed on 2 May 2018] Barnes, R. (2018). Untitled. Available at: https://www.wallpaper.com/design/cos-and-phillip-k-smith-iii-installation-salone-del-mobile-2018 [Accessed on 2 May 2018] Anon. (2018). Untitled. Available at: https://www.google.co.uk/imgres?imgurl=http://archivio.fuorisalone. it/2017/uploads/fuorisalone/attachments/events/events_m/1365/images/gallery/4342/original/lucetu_segh__. jpg&imgrefurl=http://archivio.fuorisalone.it/2017/it/eventi/1365/MOMONÌ-meets-Design-PRESENTA-ISACCO-BRIOSCHI&h=6000&w=4000&tbnid=URygPcuG-S7CiM&tbnh=275&tbnw=183&usg=__M52j_msVF_ V7lgDFdXhLo_K73U0=&hl=en-GB&docid=8ZLVoLP2RZvTXM [Accessed on 12 March 2018] Anon., (2018), Gucci Décor, Available at https://www.gucci.com/us/en/ca/decor-c-decor [Accessed on 23 April 2018] Carignani. (2016). Patricia Urquiola. Available at: http://icondesign.it/storytelling/patricia-urquiola-designer/ [Accessed on 5 April 2018] Carignani. (2016). Patricia Urquiola. Available at: http://icondesign.it/storytelling/patricia-urquiola-designer/ [Accessed on 5 April 2018] Regazzoni, A., (2018). Surface [screenshot]. Available at https://www.surfacemag.com/articles/design-brand-boutique-hotels/ [Accessed on 28 April 2018] Anon. (2018). StudioPepe. Available at http://www.studiopepedesign.it. [Accessed on 1 May 2018] Hewitt, H., [2018]. Editorial Joanna Lyle. London Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Mansur Gavriel [screenshot]. Available at https://www.instagram.com/mansurgavriel [Accessed on 31 October 2017] Regazzoni, A., (2017). Corso Como 10 [screenshot]. Milan Regazzoni, A., (2017). Corso Como 10 [screenshot]. Milan Regazzoni, A., (2018). Joanna Lyle [Photograph]. Milan Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Baglio, S. (2018). Moodboard [photoshop] London. Baglio, S. (2018). Packaging [photoshop] London. Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London Hewitt, H., [2018]. Editorial Joanna Lyle. London 163
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JOANNA LYL E Regazzoni, A. (2018) Mock Up. [photoshop] London Regazzoni, A. (2018) Mock Up. [photoshop] London Regazzoni, A. (2018) Mock Up. [photoshop] London Anon. (2018). Daniela Cattaneo. [photograph]. Available at https://www.google.com/imgres?imgurl=http:// images.vogue.it/wp-content/uploads/2017/11/06232838/Squared1-534x800.jpg&imgrefurl=http://www. vogue.it/en/photo-vogue-festival/2017/11/07/inside-out-base-milano/&h=800&w=534&tbnid=6Q6aATf-zYqIeM&tbnh=275&tbnw=183&usg=__QQVbRQouAWFQMt4ZlYxsKXdSrcE=&hl=it-GB&docid=sODWFbzOjTdWDM&itg=1 [Accessed on 12 April 2018] Regazzoni, A., (2018). Elena Braghieri [screenshot]. Available at https://www.instagram.com/elenabraghieri/ [Accessed on 24 April 2018] Regazzoni, A., (2018). Martina Mondadori [screenshot]. Available at https://www.instagram.com/martinamondadori/ [Accessed on 24 April 2018] Regazzoni, A. (2018) Mock Up Salone. [photograph]. Milan Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle[Photograph]. Milan Regazzoni, A., (2017). Delilah Sofa [screenshot]. Available at www.joannalyle.com [Accessed: 10 October 2017] Joanna Lyle (2018). Untitled. Availale at: www.joannalyle.com [Accessed on 20 April 2018] Anon. (2018). Untitled. Available at https://www.pinterest.co.uk/pin/489907265709763746/ [Accessed on 12 April 2018] Regazzoni, A. (2018) Mock Up. [photoshop] London Regazzoni, A. (2018). [screenshot] Available at: https://www.instagram.com/takeawaymilano/ [Accessed on 28 April 2018] Baglio, S. (2018). Salone [photoshop] London. Anon. (2018). Untitled. Available at: https://www.apartamentomagazine.com [Accessed on 12 April 2018] Anon. (2018). Untitled. Available at: https://www.apartamentomagazine.com [Accessed on 12 April 2018] Anon. (2018). Untitled. Available at: https://www.apartamentomagazine.com [Accessed on 12 April 2018] Anon. (2018). Untitled. Available at: https://www.apartamentomagazine.com [Accessed on 12 April 2018] Regazzoni, A., (2017). Delilah Sofa [screenshot]. Available at www.joannalyle.com [Accessed: 10 October 2017] Regazzoni, A., (2018). Mock Up [Photoshop]. Milan Hewitt, H., [2018]. Editorial Joanna Lyle. London Regazzoni, A., (2018). Joanna Lyle [Photograph]. Milan Joanna Lyle (2018). Untitled. Availale at: www.joannalyle.com [Accessed on 20 April 2018] Joanna Lyle (2018). Untitled. Availale at: www.joannalyle.com [Accessed on 20 April 2018] Super. (2018). Untitled. Available at http://www.pittimmagine.com/en/corporate/fairs/super.html [Accessed on 19 April 2018] Hewitt, H., [2018]. Editorial Joanna Lyle. London Regazzoni, A., (2018). Joanna Lyle [Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle [Photograph]. Milan Regazzoni, A., (2018). Joanna Lyle [Photograph]. Milan
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