If all the world’s population were to consume at the rate of the UK, we would require the resources of 3 planets, when we only have 1 - wwf -
concept overview
Second to oil, fashion is the most polluting industry in the world. This campaign aims to shed light on this issue, and through a designer collaboration, show that sustainablility can be fashionable. Victoria Beckham will collaborate with H&M’s Conscious Collection, and create a range made from post-consumer textiles and organic materials.
market research
For my final campaign in university I created a campaign behind a H&M x Victoria Beckham Conscious Collection designer collaboration. The idea arose from indepth research into sustainability, and that second to oil, fashion is the most polluting industry in the world. I developed the idea through primary and secondary research. I looked into future trends around the market, consumers and retail.
market trends
£100 million worth of clothing ended up in
The Fashion & Textile industry is the second most polluting in the world
The two key problems for the sustainable fashion market are waste & negative connotations
A substancial group of consumers associate sustainability in apparel with lack of style and aesthetics
CONSCIOUS LIVING
ACCOUNTABILITY
There is a growing trend of consumers seeking to enhance their lives by actively making choices
The future consumer will require full transparency and accountability for statements made by brands. This is through costs, fabrics and production process.
just personally, but in the wider envronment
RECYCLING INITIATIVE BRAND PERCEPTION MAP EXCLUSIVE STELLA MCCARTNEY PATAGONIA LEVIS MARKS AND SPENCER H&M
55% of the target market have stated that they do not know enough about the impact that the textile industry has on the environment
“Products need to be designed in a way so they can be recycled”
TKMAXX VIVIENNE WESTWOOD £ HIGH
£ LOW
MONKEE GENES SELFRIDGES ASOS GREEN ROOM TIMBERLAND
WGSN
ZARA ADIDAS NIKE VICTORIA BECKHAM X H&M MASS MARKET
product design & editorial photoshoot I researched future fashion trends and designed CAD Flats of the products within the range. These devloped from print and womenswear trends, and also, general research into Victoria Beckhams previous ranges. I gathered inspiration for an editorial photoshoot and organised this in a studio with a photographer, hair & make up artist. I directed and styled this shoot.
product design inspiration
product design
editorial photoshoot inspiration
editorial photoshoot
campaign planning Having objectives for a promotional campaign is crucial in order to measure the success rate. I also created a campaign timeline and media plan.
awareness:
change mindset:
- To make people aware and create interest in the collection
- To change the negative perception some people have of H&M with regards to sustainability
- To make people aware of the impact the textile industry has on the environment
- To change the perception that sustainable fashion is boring and unwearable
brand building:
media attention
- To increase brand awareness and enhance brand equity
- To gain positive coverage from the media
- To provide credibility to an already existing business model and process
2017 timeline
COLLABORATION ANNOUNCED influencer marketing
interview with victoria beckham
collection preview
- To reach an optimised number of potential purchasers
FASHION SHOW launch event vb mayfair, lookbook influencer marketing launched sm Q+a with vb editorial images second exclusive 20TH OCT preview
L A U N C H
COLLECTION
10TH NOV
12TH MAY MAY
JUNE
JULY
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER
influencer marketing Promotional activity - Influencer marketing, bloggers. 92% of consumers have said they trust recommendations from other people over content created by brands.
VICTORIA BECKHAM MEETS H&M OCTOBER 29, 2017 /
LONDON
H&M a ex c l u s n d Vi c t o r i a i ve v i ew B e ck h am in Vi c t o r i vi i a B e ck n g t o ce l e b r a t e t h t e s yo u t o a ham x n e l H&M C o n s ci a u n ch o f t h e ous Co llectio n Thurs d ay 2 0 th Oc 6pm 3 6 D ove a r r i va l , 7 p m t o b e r 2 0 1 7 s h ow s r Stre et, Lo ndon W tart 1S 4N Strict H ly Inv itation Only
Imagine my surprise when I received an invitation for the runway show of Victoria Beckham’s newest collaboration with H&M. Not only is Victoria a woman I have long admired, but also H&M never fail to host an amazing night! The show was nothing short of perfection, pattern mixing, classic cuts and Victoria Beckham’s style on everything. If you guys follow me on Instagram, no doubt you will have seen some exclusive snaps of the night! Fashion for me, has never been about what is best for the environment, but how naive was I. I couldn’t recommend enough to visit the exhibition at Victoria Beckham’s Dover Street store, to not only view the collection before the launch, but also to gain an insight into how each garment has been made. I for one will definitely question where products have been made before purhcasing in the near future! It is so important for the
on my way to #VBHM runway show in London. Blog post to follow shortly! @hm @victoriabeckham
a great night xx
amazing! Can’t wait Audrey, have
gregusta wish I was there! you look great, enjoy x
experiential marketing Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’ The below shows an event invite design, a 3D mock up of the exhibition and Snapchat and Periscope both being used at the event.
Save the date...
X Thursday 20th October 2017 36 Dover Street, London W1S 4NH Arrival time 6pm Runway show begins 7pm
me! x
Show ti
vb
Say something...
2K
experiential marketing Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’
MACRO TREND: PATTERN MIXING
‘Mixing designer, high street and sustainable fashion, what a combination!’ RAF SIMONS
#VBHM
#VBHM
‘What a night! And for such a good cause’
SARAH JESSICA PARKER
@HM
#VBHM
‘We’re overwhelmed to be at such an exclusive event! All because of Laura’s Pinterest creative skills, a once in a lifetime opportunity’ PINTEREST WINNERS LAURA & ELLIE FROM CARDIFF
NAOMI CAMPBELL WALKED THE RUNWAY SHOW ALONGSIDE HEIDI KLUM
#VBHM
THE FASHION SHOW and the after-party...
THE SCHEDULE 6PM
Guests arrived at the Dover Street store, greeted to canapes and champagne.
7PM
When everyone was seated, Victoria Beckham introduced her collection for H&M Conscious. The runway show began.
8PM
After the show finished, a press conference was held with Victoria Beckham and Kristina Stenvinkel (Head of Communications) and Camilla Emilsson Falk (Head of Media Relations).
8.30PM
Guests were welcomed to the exhibition space on the first floor. The collection was presented in glass boxes, with details about the sustainability and videos of how the products were made were shown on digital screens alongside each garment.
‘I’m so proud of Victoria, she has worked so hard, non stop!’ EVA LONGORIA
MARIO TESTINO WAS SPOTTED PHOTOGRAPHING THE ENTIRE THING. INSTAGRAM? @MARIOTESTINO
#VBHM
@HEIDIKLUM MICRO TREND: GEOMETRICS
‘”Tonight marks a change in the fashion industry and has really opened my eyes to the true cost of fast fashion!’
#VBHM #VBHM PERISCOPE STREAMED LIVE FROM THE EVENT, WITH SNAPCHATTERS ALSO GETTING BEHIND THE SCENES SHOTS OF THE NIGHT
#VBHM #VBHM
WEWOREWHAT
LILITH BUSSFELD OF VOGUE MAGAZINE LED THE PRESS CONFERENCE WITH VICTORIA BECKHAM
@WEWOREWHAT
#VBHM CHARLOTTE TILBURY WAS BACKSTAGE PREPPING AND MAKING UP THE MODELS
SPOTTED: BEFRASSY
VIEW THE RUNWAY SHOW IMAGES ON PINTEREST BOARD ‘VB DOES H&M CONSCIOUS’
#VBHM
VISIT THE EXHIBITION AT DOVER STREET, LONDON UNTIL 10TH NOVEMBER 2017
social media
I created a social media marketing plan for this campaign. This included Facebook, Twitter, Instagram, Snapchat, Periscope and Pinterest. Image and Video content on average receives a 63% boost in engagement. The website also included a homepage takeover for the collection on both H&M and Victoria Beckham’s own site.
H&M CONSCIOUS Sustainability meets high fashion. A designer collection for H&M made from recycled and organic material. Eco-fashion never looked so good.
H & M
In the studio today shooting my #VBHM collection! Available in selected H&M stores and online on 10th November. x vb
C O N S C I O U S
#VBHM collection launches AW17 x vb
SHOP NOW
press release Press releases and media packs were created to be sent to members of the press and bloggers. Research shows that tangible press packs have an engagement rate 74% higher than digital kits. Due to the sustainability factor of this collection, the press pack is made from 100% recycled materials. Magazine advertisements included a digital interactive VR feature to embrace digtial trends. 65% of the target market of this collection engaged more to interactive content over static image and text.
in-store
Visual merchandising instore reflects Victoria Beckham’s retail space. 7 in 10 consumers have said they look at visual merchandising for inspiration for an outďŹ t, with 9 in 10 claiming they have previously bought an item which they would not have necessarily if it had not been displayed as a complete look. Bodymetric scanners are used to embrace future retail trends, with shoppers being able to virtually try on garments linking to the app.
window display In the age of radical transparency, brands are discovering that achieving ďŹ nancial success today depends on delivering accountability along with goods and services. The accountability campaign provides credibility to the already existing H&M value chain, through the window display. This is changed 3 weeks prior to the launch, with experimentation in the form of interactivity with consumers. The display breaks up the value chain into stages. With each stage, there is a TV screen with a 30 second video explaining about the sustainable aspect of that step in the process. The entire display shows the garment being made through the stages.
DESIGN
DESIGN
MATERIAL
MATERIAL
FABRIC PROCESSING & GARMENT PRODUCTION
FABRIC
GARMENT
TRANSPORT
TRANSPORT
SALES
CUSTOMER
CUSTOMER
SALES
RECYCLE
RECYCLE
exhibition stand
For my ďŹ nal exhibition I presented my campaign. This was an opportunity to showcase the work I had done from product development to execution. Here I included; a dress from the collection with bespoke care labels, swingtags and hangers. Methods of promotion - Press Pack, Magazine, Influencer marketing, Fashion Show, Exhibition, Social Media, Website, Digital Outdoor, In Store, Window Display, App, Staff uniform - tshirt and lanyard.