C o u r tN e y aN N e
FROM BEGINNING ... 07
THE TALE
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IN A NUTSHELL
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GETTING TO KNOW US
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AT OUR CORE
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A DISTINCT NATURE
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OUR TRUE IDENTITY
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SETTING OURSELVES APART
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THE BIGGER PICTURE
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THE MAJOR INFLUENCES
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NOT FORGETTING THE MINOR
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IT’S US AGAINST THE WORLD
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CONSIDER THE COMPETITION
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OUR HEROES
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MORE THAN JUST A PRODUCT
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CONNECT WITH US
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WHERE TO FIND US
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COMMUNICATION IS KEY
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PHASE 1: WEBSITE
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PHASE 2: #DEFINEYOURDIFFERENCES
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PHASE 3: CRAFTING ORIGINALITY
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PHASE 4: CRAFTING WITH COURTNEY ANNE
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PHASE 5: COURTNEY ANNE X TRAID
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FORWARD THINKING
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THE JOURNEY AHEAD
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... TO
END
WE ARE COURTNEY ANNE. 5
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01.
THE TALE
Since childhood, designer and founder Courtney Anne Brolly has always had an eternal love for craft. Growing up with her father being a carpenter, craft has always been deep in her Irish culture and greatly connects to her heritage. Being immersed in a life full of craft and traditions, Courtney has learnt to appreciate the importance of craftsmanship, and the possible ways craft can create individual culture and empower women. Craft is now one of the principal inspirations for Courtney’s design work, as she feels it is imperative in creating exclusive items with sentimental value. This has ultimately led to the creation of the brand, Courtney Anne, where we aim to appeal to those who have a similar captivation for craft and exceptional handcrafted designs.
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02.
IN A NUTSHELL Using oversized silhouettes contrasted with intricate details, Courtney Anne embodies the notion of female empowerment and individuality – be who you want to be and own it. Blending bold, structural craft with soft and sheer textures, our priority is creativity and rigour to the smallest detail, without forgetting the wishes and needs of a woman. Not only do we use our hands, we use our hearts. It doesn’t stop there. We promise to give our personal contribution to improve and protect the environment. The idea is for you to buy less, but pay more for high-quality, longer lasting garments. We want to make throw-away culture a commotion of the past. Timeless pieces are the way forward. 8
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GETTING TO KNOW US 10
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OUR PURPOSE
Creating craft-inspired luxury womenswear, by blending tradition with innovation.
OUR AMBITION
Helping women to embrace their individuality and uniqueness, in the most sustainable way possible.
OUR CRUX Different is beautiful.
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For quirky women who search for ways to express their personality through clothing they can cherish forever, Courtney Anne exists to design, craft and create exclusive handmade fashion pieces with a playful element. OUR PROMISE 15
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AT OUR CORE WE WILL ALWAYS BE... 16
ACCEPTING
CREATIVE
Imaginative. Innovative. Distinctive.
Welcoming. Embracing. Diverse.
It may sound generic, but creativity really is key. We love to engross ourselves in the ever-evolving world of craft to find inspiration.
Diversity is rooted deep in our core – we were founded on the idea of true beauty and individuality, and that will always be the case.
CARING
TRADITIONAL
Sustainable. Responsible. Attentive.
Heritage. Cultural. Timeless.
We care about our products, our people and our planet, which is why we are committed to creating sustainable pieces. We aspire for change and believe it is possible.
Influenced by the traditions that are encompassed within the culture of craftsmanship, everything we stand for comes back to heritage.
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We are enthusiastic. We are spirited. We bare our soul. We are coherent. We laugh. We share our highs. We share our struggles.
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05.
A DISTINCT NATURE LIVELY
Light-hearted. Energetic. Playful.
WHIMSICAL
Quirky. Abstract. Curious.
COMPASSIONATE
Thoughtful. Humane. Considerate 19
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OUR VOICE
We consider you as our friends, so we like to speak to you in a conversational tone. We think this makes us more approachable, welcoming and united. Our voice is casual and optimistic – we are driven by bringing positivity to ourselves and the people around us. Simultaneously, we are uncomplicated; we never want to leave you scratching your head, trying to figure out who we really are. 21
06.
OUR TRUE IDENTITY 22
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A fusion of femininity and history, Courtney Anne is bold, inventive and entrancing.
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A DISTINGUISHED LOGO ... We want you to remember us and our identity, which is why we use a neat, but playful logo. The brush mark in the background represents our crafting values and creative flair. The use of the bold font to spell out our name contrasts with the feminine colour in the background. The sliced letter ‘N’ shows our lively and light-hearted personality; we like to veer from traditional conventions. 24
C o u r tN e y aN N e
C o u rt N e y aN N e 25
13.7cm - text only
C o u r tN e y aN N e
1.4cm
0.9cm
Main logo
15.7cm - including brush mark
*Drawn to Scale
C o u rt N e y aN N e 4.2 cm
10.7cm - including brush mark
We like to use our main logo on most occasions; however, it will sometimes be necessary to use the stacked logo. On portrait work and anything small scale, our stacked logo version will be seen. The Courtney Anne logo is precisely proportioned. The size and position relationship between all elements must remain intact.
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21.7cm
8.7cm - text only
0.9cm
Stacked logo
...WITH ACCURATE USAGE Alternative logo
C o u r tN e y aN N e
Against a coloured background, you will see our alternative logo. The brush stroke in the background is made white, but the text still remains as a black legible font, with the exact same spacing as usual. The proportions between the text and the brush mark will remain identical to the main logo.
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e e C o u r tN e y aN N e e e e N y C u e o r t e e aN N e e When paired with other components, a minimum clear space should surround our logo on all sides. The space must be at least the height and width of a letter E, in font Leixo. This measurement should be taken from the edge of the brush stroke, making it even on all sides. For both our main and stacked logo, the clear space is measured in the same way.
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C o u rt N e y aN N e
3cm
*Drawn to Scale
8cm
5cm
Garment Inside Label
1cm
e C o u rt N e y e e aN N e e
C o u r t N e y aN N e 5cm
Garment Tag
These are the minimum sizes the logo will need to be scaled to. Our inside clothing labels are 3x5cm, where the stacked logo will be placed directly in the centre, with equal measurements around all sides. The price/sizing clothing tag will use the main logo, placed in the centre of a 1x5cm space at the bottom of the tag.
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...RELENTLESS CONSISTENCY We like to be uniform, so we make sure all of our logo usage is harmonious. As much as we like to embrace our individual differences, we categorically don’t feel the same about differences throughout our logo identity. Just to avoid those negligent slip up’s, we have composed a short and understandable list of ways we will never use our logo.
C o u rtN ey
aN N e
Co u rt N ey aN N e C o u r tN e y aN N e
C o u rt N ey aN N e 30
Never distort the logo proportions by making it too wide or too narrow.
Avoid using alternative colours and never use anything other than black for the text.
CourtNey aNNe
Don’t change the spacing between each letter. Refrain from modifying the main logo format, use the stacked logo if needed.
C o u rt N e y aN N e
C o u r tN e y aN N e 31
Never use an alternative brush stroke.
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... AND PRECISE PLACEMENT This example shows exactly how we would position our logo on an image. We wouldn’t want to taint our logo by placing it over a busy background, so the use of the brush stroke makes it stand out against any imagery.
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Crafting Originality
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AN UNFUSSY FONT
At Courtney Anne we like to use fonts that demonstrate the characteristics of our brand, while also being clear and easy to read. We like to use bold fonts, which play off being traditional with a contemporary twist.
LeiXo
AVENIR NEXT BOLD ITALIC
AVENIR NEXT DEMI BOLD ITALIC
Avenir Next Medium Geneva Regular
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Craft-inspired luxury womenswear.
Accepting. Creative. Traditional. Caring.
0 1 2 3 4
2019
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ABCDEFGHIJ 5 6 7 8 9
C o u r t N e y aN N e abcdefghij klmnopqrs tuvwxyz
@ < £ % * ^ & + ? / ! $ ~ =
CRAFTING ORIGINALITY
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Rose Voile
#D899AB
Silk Sky #D4DCE6
Lavender Organza #BE97C4 Linen Sage #BED3BE
Coral Cotton
A BOLD SPECTRUM
#FCE9E2 Denim Blue #ADBFDA Jersey Peach
#FCDCC5
Velvet Plum #8B3E70
We believe this spectrum truly sums us up; feminine, yet flamboyant. For us, consistency is key, so these core colours should never be deviated from in tone. Our colour inspirations are mainly from historical handmade crafting culture and the romantic themes found in female expression. These colours will be representative of us across all channels and throughout designs. 38
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A PERFECT PICTURE
Our imagery goes hand in hand with our love for all things fanciful. Be ready to see bright colours, contrasting patterns, fierce stances and a lot of inclusivity. These are a few of the shots you can expect from a classic Courtney Anne photo; we try to reflect our ‘zero cares’ attitude, while also portraying our love for craft. We keep our images uniform by putting a very subtle pink filter over the top – it adds the perfect touch, without being overpowering. 41
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Distinctive handmade fashion garments, each with a unique multi-purpose or hidden detail. Each one of our individual pieces can be manipulated into an alternative garment or extended with movement to reveal a hidden decoration. By differentiating ourselves, it sets us aside from many other brands and allows us to bring something fun and fresh to the table.
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07.
SETTING OURSELVES APART 43
08.
THE BIGGER PICTURE
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With Courtney Anne offering intricate, highly skilled handcrafted designs, we position ourselves in the luxury womenswear market. This is a very competitive landscape, where we know the risks are high, but the rewards will make it worthwhile. Consumers are progressively searching for niche brands with a specific purpose. For affluent millennials, the days of throwaway fashion are over; they want the highest quality, extraordinary service and hedonic benefits. They will always get this level of provision from us. Also, more than ever, brands need to fit in seamlessly alongside their consumer’s lifestyle. A connection with the deep desires and aspirations of consumers secures commitment and loyalty. This is what separates us; at Courtney Anne we immerse ourselves in your lives to consider how we can tailor our products to appeal to you further. The luxury industry is increasingly acknowledging cultural and size preferences. Inclusive fashion, targeted to plus-size consumers, represents 20% of luxury women’s ready-to-wear. Brands are now required to produce collections with larger sizes and more accommodating fits. With acceptance being at the heart of our brand, we appreciate individuality and work towards being welcoming to all – regardless of size. An appreciation of expertise and craftsmanship is luring consumers towards luxury brands like ours. As well as this, people are seeking a deeper emotional connection with luxury labels, and especially those with sustainable practices. If consumers are paying elevated prices, they expect it to be for genuine reasons and for a superior product. The future of the luxury apparel segment shows Generation Z and Millennials being the primary engine of growth in coming years. With us targeting a relatively young and affluent consumer, this works in our favour. 45
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THE MAJOR INFLUENCES 46
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EMOTIONAL ERA More than ever, consumers are becoming increasingly obsessed with their senses. Aligned with a rise in mindfulness and greater personal awareness, people are looking to explore the emotional spectrum by developing a deeper sense of connection with brands. This is the emotional era. Through speaking in the language of emotions, it allows consumers to resonate with core messages and feel in tune with the brand concepts. Driven by a response in technological and environmental shifts, consumers are longing for emotions that will evoke feelings of involvement. Looking to the future, it will become progressively more important to not only use emotions as a marketing tool, but additionally embed the value of human empathy and compassion across all business practices and communications. Courtney Anne has adopted this trend to create holistic connections with consumers, taking them on an emotional journey. We have transferred the emotions and sensations we feel derived from crafting into our clothing by using sensory textures, colours and techniques. We feel passion whilst crafting the clothing. You will feel it whilst wearing them. 48
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A BIT OF BACKLASH The idea of a consumer backlash is nothing new, but brands are now taking on this mentality and realising that they donâ&#x20AC;&#x2122;t have to be everything to everyone. Because of this, brands have begun to adopt defiant, anti-authentic tone of voices through using humour and sincerity to tell their story. This more candid tone is a wake-up call to consumers used to bland, people-pleasing brands. Opt-in culture is becoming more enticing. Donâ&#x20AC;&#x2122;t strive for anyone who isnâ&#x20AC;&#x2122;t interested, engage with those who want to be part of the brand and values. Driven by society becoming more conservative and politically controlled, brands are feeling forced to be timid. However, consumers are charmed by brands ignoring the known rules in their category and driving change instead. The future shows imagination is more important than knowledge. Do few things better and demonstrate the benefit of this. The Courtney Anne consumer is beguiled by backlash brands. One of our main ambitions is to embrace individuality and flaws; we are motivated by rebelling against the crowd. We are content with only appealing to a close-knit consumer group, so we strive to impress our biggest fans and forget the rest. 51
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NOT FORGETTING THE MINOR 53
POST-PURCHASE CARE With rising anxiety surrounding the environment, eco-conscious luxury brands are educating their customers on the benefits of prolonging the life of clothing. There is an amplifying need for sustainable garment care post-purchase, with many consumers wanting a green relationship with their clothing. By brands investing time into proper laundry testing at the design and development stage, it will reduce the overall carbon footprint of a garment and therefore make conscious consumers more likely to purchase. Courtney Anne encourages consumers to carefully consider the clothing they buy and invest in pieces that will last forever. As we create our garments with a true sense of care, we ask for our consumers to exhibit respect and adoration for them in their afterlife.
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ECO FUR Luxury brands have announced they are going fur free and people are better educated on animal rights, leading to a decline in real fur production. However, faux fur may not be the solution. There are many environmental issues associated with the microfibres in faux fur, so brands are beginning to develop a compostable alternative that will biodegrade into the ground. Being a sustainable brand, this hugely influences Courtney Anne and will forever. We often use experimental textures in our designs, especially during Autumn/ Winter. Because of this, we are committed to only using faux fur made with bio materials, making for a better planet. 55
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ITâ&#x20AC;&#x2122;S US AGAINST THE WORLD 56
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Unconventional
Low Sustainability
High Sustainability
Conventional 58
SUSTAINABILITY VS. ATTITUDE At Courtney Anne, we pride ourselves in being unconventional. Our defiant attitude is represented in our clothing and values. We don’t conform to the benchmarks of the industry; we are proud of who we are. Simply, we don’t care what other companies are doing. Because of this, we compete alongside idiosyncratic brands such as Bethany Williams, Etro and Molly Goddard. For us, sustainability is not a slogan, it’s a story. We compete against the likes of Stella McCartney, renowned for her devoutness to sustainable practises. Additionally, Bethany Williams, whose vision is to become a 100% sustainable brand, is an attainable threat due to being founded recently and being less well-known. 59
PERSONALITY VS. STANCE Humour is something we enjoy in small doses. We like to laugh as a team and laugh with you. However, heritage is still close to our hearts as we respect the culture of craftsmanship. Our competitors include Delpozo, Versace and Etro as they all appreciate traditions and heritage in their brands. However, due to the legacy they hold in the industry, we have to consider that they also have a profound history. Although we have a light hearted personality, we take sustainability seriously. Considering the Backlash Brands trend, we have adopted an energetic, anti-authentic tone that consumers can resonate with more. While we have a modernistic outlook, our story still remains full of culture and traditions. 60
Modern
Serious
Playful
Traditional 61
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RULE NO. 1:
CONSIDER THE COMPETITION RULE NO. 2:
DO IT BETTER 63
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ETRO Famous for producing richly patterned collections, Italian Etro is not one to follow the mass. With the niche fashion house often using comparable colours, silhouettes and textures to us, we consider Etro as one of our main competitors. Being in the business for over 50 years, the brand has undoubtedly built up a large following and an even larger heritage. They may have experience, but we have enthusiasm. 65
BETHANY WILLIAMS Aspiring to create a label that is young and vibrant, Bethany Williams recently dedicated herself to being 100% sustainable. Styling streetwear inspired clothing, our identities are polar opposites. However, we both show a high level of respect for the environment by using sustainable manufacturing processes and recycled materials where possible. Being a fresh and less established brand, Bethany Williams is one to watch out for. 66
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DELPOZO Delpozo embraces traditions with a modern sensibility to create unique and feminine pieces for a contemporary woman. Their creative approach to intricate details and extravagant designs portray a timeless aesthetic, parallel to our faรงade. Although Delpozo are positioned at a higher price point to us, it certainly does not mean our quality is compromised. 69
MOLLY GODDARD Young and upcoming luxury womenswear designer, Molly Goddard, is one to keep our eye on. Fuelled by extravagant designs, Molly is on a mission to take her frocks, frills and femininity to the next level. Although similar in style and shape to us, we have the sustainability factor that Molly Goddard hasnâ&#x20AC;&#x2122;t fully championed. We need the keen to be greenâ&#x20AC;&#x2122;s on our team. 70
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OUR HEROES
We like to refer to you as our heroes. To put it simply, without your support we wouldnâ&#x20AC;&#x2122;t be here. So, we ensure to be conscious, competent and caring to your every need. By committing ourselves to three core consumers, we can create and refine our garments to allow expression of personality and style. We aim to fit in seamlessly with your lifestyle and personality, no matter who you are or where you come from. 73
THE ECCENTRIC The eccentric consumer is attracted by the colourful and exuberant designs of our clothing. Cecily, aged 27, lives in Camden, London where she works as an artist and professional photographer. She’s a strong character who wears print and colour to stand out. She’s a free spirit; she’s positive, she’s happy, she smiles. Cecily chooses to save her money until she has enough to treat herself to an insightful cultural trip to inspire her artwork, or on timeless luxury clothing which she knows will last her a lifetime. Cecily is currently single. Although she has previously been in short-term relationships, she has decided she prefers being independent and isn’t ready to settle down just yet. She loves to spend time with friends, visiting fashion shows or exploring new places to eat in the city. Her diet tends to involve a lot of greens as Cecily likes to maintain a healthy lifestyle – she is a member of a gym but actually prefers to do morning yoga in the local park. Her go-to brands are Rixo, Shrimps and Dodo Bar Or – she loves their peculiar designs and colour clashes. If Cecily has a spare moment, she loves to watch educational documentaries, read romantic books and knit quaint pieces to transform her living space. Painting and photography are evidently a huge passion of hers too. Cecily takes style ideas from her favourite magazine, Wonderland, as well as using Instagram and Pinterest to inspire her quirky fashion sense. When Cecily stops at your side, you immediately sense the fierce attitude she transmits. Expressive Minimalistic Quirky
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THE ECO The eco consumer appreciates the sustainable fabrics and processes we use. 25-year-old Anka lives in Yokohama, Tokyo and is interested in the culture of craft and all things unique. She is a very driven individual who has worked hard to establish her own sustainable tailoring business. Both inside and outside of work she likes to wear eco-friendly, maximalist clothing, as caring for the environment is very important to her. Anka leads a busy lifestyle, however, still ensures to make time for her family, especially her new born niece who she knits for in her spare time. Anka adopts a quality over quantity attitude, searching for sustainable capsule pieces to occupy her wardrobe. Her style inspiration is Mademoiselle Yulia, a whimsical Japanese fashion icon.
Considerate Artistic Mindful
Out-going 77
THE AFFLUENT The affluent consumer is appealed by the luxury price point and the high-quality materials of our collections. Eleanor, 32, recently moved to Chelsea, London, after experiencing a promotion in her family business. She lives in a lavish city apartment with her fiancĂŠ where they stay during the week, before travelling to their second home in the Norfolk countryside at the weekends. She often purchases from luxury brands due to settling for nothing but superior products, with the price tag to go with them. Although Eleanor likes to flash her affluence, she has a down-to-earth personality and is very brand loyal. She loves to read books to relax, as well as go for coffee with her friends when sheâ&#x20AC;&#x2122;s not too busy working. Spirited Lavish Shy
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MORE THAN JUST A PRODUCT 80
A REFINED COLLECTION...
The pioneer Courtney Anne collection will be launched ready for Spring/Summer 2020. Our staple range incorporates a selection of 14 pieces. From casual summer days to chic sunset looks, weâ&#x20AC;&#x2122;ve got you covered. And of course, we even thought about those breezy British evenings by featuring capsule outerwear pieces too. Since the beginning, inclusivity has always been something close to our hearts, so we will be producing the range in sizes 6-20. Although the collection has been designed as individual outfits, all our garments can be mixed and matched across the entire range. Additionally, we have ensured that our timeless pieces can be easily paired alongside other wardrobe essentials, to create overstated outfits that you will love. 81
Be Unique
Top - £405 Trousers - £450
Be Playful
Blouse - £475 Trousers - £610 Cape - £810
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Be Eclectic
Dress - £1,115
Be Confident
Dress - £885
Be Bold
Top - £660 Skirt - £380 Jacket - £1,370
Be Demure
Dress - £605 Kimono - £990
...WORTH EVERY PENNY 83
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CONNECT WITH US Our main touchpoints allow us to connect and interact with you conversationally through sharing our stories. We are regularly active, uploading content daily or weekly across social platforms to stimulate connections. Our channels express our personality visually, so we ensure to keep a synonymous style across them all. Essentially, we aim for our touchpoints to be helpful and informative, as well as a place where you are able to understand our brand and identity. Online, we are found via our website, Instagram, YouTube and Pinterest, where we can interact with you at any time, of any day. 85
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WHERE TO FIND US
We take the exclusivity stereotype out of the luxury market by being inclusive to every woman irrespective of age, size, nationality or even locality. So, with shipping available to over 80 countries, Courtney Anne will be available via the recognised retailer, Matches Fashion. We also know that many of you feel a stronger connection with garments when physically presented with them. So, we will also be available at the notorious fashion hub, Dover Street Market, across the cities of London, New York and Tokyo, as well as Harrods in London. To begin with, we will not sell directly to you. Instead, we aim to grow our following and shape our brand around your desires. In the future, we hope to give back to our supporters by opening our first engaging space in Tokyo, where we know our whimsical designs will fit in seamlessly. 86
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COMMUNICATION IS KEY
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The launch of Courtney Anne is pending. To ensure the journey is as smooth and sleek as possible, we have crafted a detailed plan for the next twelve months, entirely focused around you. Embracing a variety of channels both online and offline, our communications will be a clear expression of who we truly are.
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PHASE 1:
WEBSITE
Making our own website that meets all your expectations is important to us. Through ease of navigation and aesthetic appeal, you will be enticed to learn more about who Courtney Anne is, in just a few clicks. Our website will be easily accessible on multiple devices and linked to our social media accounts - convenience for you is our priority.
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WANT TO STAY UPDATED? Of course you do.
Register your name and email and youâ&#x20AC;&#x2122;ll be sure to hear from us soon. Name Email I have read and accepted the privacy policy
Sign me up
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We donâ&#x20AC;&#x2122;t want you to miss out. So, five seconds after being on our website a pop-up will appear, offering you the chance to subscribe to our direct emailing list. The emails will inform you on exclusive content about products, events and discounts, as well as exciting coverage of our recent social media activity. Our consumers are busy yet loyal, so one email a week is enough to capture their sporadic attention. We promise you wonâ&#x20AC;&#x2122;t be tempted to click the dreaded unsubscribe button, our emails will be completely worth your time.
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PHASE 2:
#DEFINEYOUR DIFFERENCES 96
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We believe quirks and distinctiveness should be admired; if we were all the same, it would be boring, right? Our clothes demand to be worn with confidence and style, traits that you should carry too. We will introduce the #DefineYourDifferences campaign, aiming to promote individuality and encourage you to celebrate your flaws.
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Sparking conversations with our hashtag, we hope to engross our current followers and draw in new ones. Instagram will be our specific focus as almost three quarters of our primary consumers are active here. We want to push interactions by praising the little things that make you, you. The campaign demonstrates our values as a brand and will help to grow our online family. Essentially, we want to emphasise the importance of individuality and self-expression.
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As we all know, a little help from influencers can go a long way. We will work with six Instagram influencers, asking them to use the hashtag #DefineYourDifferences, as well as promote products ready for the range launch in 2020. Characterised by their nonchalant attitude, Winnie Harlow, Chrissie Teigen and Patricia Bright will front the campaign to gain exposure, with the help of a few micro influencers too.
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PHASE 3:
CRAFTING ORIGINALITY A YouTube series named ‘Crafting Originality’ will follow the ins and outs of our manufacturing process, showing complete transparency. From fabric sourcing to completion of our garments, this series will demonstrate the intricate finishes and elements of crafting involved in Courtney Anne designs. Welcoming you behind the scenes, you’ll be in with the chance to watch exclusive sneak peeks and leave you wanting to find out more. 101
courtneyanne Published on Aug 8, 2019
We welcome you behind the scenes of our sustainable manufacturing processes and beautiful hand-crafting.
CRAFTING ORIGINALITY - Courtney Anne Manufacturing
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A range of boards will be created on Pinterest to correspond with the YouTube series. High skill and technical ability go into creating our garments, so consumers will be able to see close-up details of the garments here. The boards will also feature the fabrics, textures and crafting techniques used to create our original masterpieces.
45,890 followers
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C o u r tN e y aN N e
PHASE 4:
CRAFTING WITH COURTNEY ANNE 104
It doesn’t stop there. We are throwing a touring event into the mix to boost excitement and connect with you further. Our pop-up experience, found in three locations across the UK, will definitely be the talk of the town. Our founder, Courtney Brolly, will hold exclusive classes with female enthusiasts, expressing her ‘crafting top tips’ and helping you to achieve your own work of art.
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We will mainly promote the event on our Instagram and, of course, on the ‘What’s Happening?’ page of our website. We will post a countdown Instagram Story seven days prior to the announcement, generating buzz and a sense of curiosity. We’re already looking forward to seeing you there!
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C o u r tN e y a N N e FOR IMMEDIATE RELEASE OCTOBER 4 2019 MEDIA CONTACT: Rose Tovell, Brand Manager rose.tovell@courtneyanne.co.uk
Luxury Start-Up Brand Hosts Exclusive Crafting Event Upcoming luxury fashion brand, Courtney Anne, have today announced their touring experiential pop-up event. Commencing in Shoreditch, London, on Saturday 26th October 2019, the crafting experience will then migrate to Manchester and Birmingham in the following weeks. The concept involves an exclusive meet and greet opportunity with the brand designer, Courtney Brolly, who will host classes throughout the day with craft enthusiasts. All attendees will see how Courtney meticulously creates her beautiful yet quirky designs, whilst having the chance to craft a memorable masterpiece of their own. Creator Courtney Brolly, spoke of the impending event, saying, “From the start, I envisaged a brand that demonstrated the importance of craft, and the ways in which it can be used to portray individual culture and female empowerment. I want this experience to recapture these notions which have sadly been lost over the years.” She continues, “I am also a firm believer of sustainable fashion, so this event will emphasise how handcrafted and timeless pieces can move the fashion industry forward.” 108
PRESS RELEASE PRESS RELEASE
PRESS RELEASE
Commencing at 9am, experiential sessions with Courtney will run every two hours throughout the day. The event will be free of charge, however there are only a limited number of places for the crafting classes with Courtney. To reserve a space online, visit courtneyanne.co.uk/signup.
ENDS ABOUT COURTNEY ANNE: Courtney Anne is a luxury womenswear brand who stands for individuality and empowerment. We create intricate, timeless pieces which allow expression of the bold style our consumers search for. We pride ourselves on being sustainable, with a promise to care for our products, our people and our planet. We serve creativity and rigour to the smallest detail, without forgetting the wishes and needs of a woman. POSSIBLE IMAGE:
SEND TO: Phillip Bodenham PR Specialist, Spring London phillip.bodenham@springlondon.co.uk 109
PRESS RELEASE PRESS RELEASE
PRESS RELEASE
21. PHASE 5:
COURTNEY ANNE X TRAID
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As we promise to help improve and protect the environment, we will collaborate with the sustainability charity, Traid. Theyâ&#x20AC;&#x2122;re working to stop unwanted clothes from being thrown away, while raising funds to stop the exploitation of people and the planet. We will work together to promote our timeless collection, showing the positive impacts this can have on the fashion industry.
End
C o u r tN e y a N N e
Our blog will be used to help educate people on the negative impacts of the textiles industry, encouraging you to make more sustainable choices. We will upload a weekly blog post and an Instagram Live video over a ten-week period, to discuss and explain the importance of the charity with their employees. 111
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THE JOURNEY AHEAD
With our thorough communication plan, we know the launch of Courtney Anne will be a success. This critical path shows the strategy across a twelve-month period from April 2019 to March 2020. We have opted for a staggered approach, which we know will work best for both us and you as consumers. It may be a challenge but bring it on!
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COMMUNICATION
APR
MAY
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23.
FORWARD THINKING
Our long-term goal has always been to expand internationally, beginning with Tokyo. From the start, we have envisaged our flagship store and head office being here, so this would be a dream come true. We are very excited to connect with you over the next year and beyond, whilst we fully find our feet in the market. Progressing forward can only be bigger and brighter and we canâ&#x20AC;&#x2122;t wait to share it with you! Weâ&#x20AC;&#x2122;re not afraid of change. We will keep moving. 115
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Made by hand. Treasured by heart.
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