Creative Networks Portfolio

Sarah Prowse N0498012 Fashion Communication and Promotion Level 1 CREATIVE NETWORKS FASH10106

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New York trend booklet fragrance advertising analysis brand presentation – serelle fragrance brand launch and promotion report

Serelle Logo

Fresh Clean Purity Honest Minimalistic

Investment

Form

Function

Disposable

£200 - Sculpture

‘Liberty is the chosen resort of the artistic shopper.’ – Oscar Wilde

£60 - Scent

CONTENTS PAGE .

Introduction 01 Pre-Launch 02 Projections - 02 HandmadeinBritain -04 Launch 06 PR 11 Post Launch

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The Future of Serelle

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List of References

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List of Illustrations

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introduction .

The aim of this report is to outline a strategic proposal for the initial launch and first year’s promotional activity for the brand, Serelle. The Serelle brand would be described as organic, artistic, evolved and exclusive. Therefore the promotion of the first product will have to be consistent with this in order to stay truthful to the core values of Serelle, this will also be reflectant of the brand’s success and sales. It is important that all our promotional activity appeals to our target audience of the elite consumer with a high disposable income.

The Serelle product is a hand-made blown glass art sculpture that acts as a room diffuser. The colours and patterns of the sculpture will be reflected and projected onto a wall using separate multiple spotlights. The main points of this product are that it infuses a combination of the senses including sight, touch and smell. It is a hybrid of scent, sculpture and light, which is unique to the market. Finally it is a focal point, rather than being disposable or blending in.

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Pre-Launch .

Projections around London Before the actual launch of the product, I plan to make a set of teasers placed around London to create a ‘buzz’ and to get people talking about the product. The idea is to have projections reflected from the glass sculpture placed around London in different locations to create ‘Live Art’.

These projections will be placed in Chelsea, Kensington and Knightsbridge. We will also be setting up an Instagram page and a Twitter page; this will enable people to post to those pages using a hashtag as soon as they discover the projections. The hashtag that will be used is #EngageYour Senses, as this is the strapline of the brand. There will be ten projections placed around London, this creates a sort of ‘adventure’ so that people can find them all and post them on their social media. This creates awareness for the brand, making Serelle more known to the consumers. A website will also be created, it will have the logo on and the teaser video, and there will also be links to our social media. To keep with the exclusivity of the brand’s values there will be no signs or logos of what the projections are. Instead people have to actually investigate to find out what they are, making them more of an art piece rather than an advertisement.

A competition will be held in order to get a large crowd of people involved in wanting to find the projections. As there is a prize, people are more likely to take part in this activity. This is exciting and fun to carry out which means it will attract the attention of many, as well as making the brand known to those who are not aware of it. Whoever finds all ten of the projections that are placed around London first will win the competition and receive an invitation to the exclusive launch of the Serelle product as well as a £200 voucher for Liberty London. As we are carrying this out on social media it builds up our ‘fan base’ on these networks, meaning we will get an increased amount of followers and also making us able to interact with our consumers.

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Examples of a projection on a building, this is what we aim for on a smaller scale with the pattern created from the sculpture.

This is an example of a reflection from a blown-glass sculpture by Dale Chihuly. Our reflection will look similar to this. (Above) A preview of what a post on twitter would look like with the hastag #EngageYourSenses (Below).

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HANDMADEINBRITIAN .

Handmade in Britain is an event that takes place in Chelsea Old Town Hall. It is a contemporary crafts and design fair. Handmade in Britain exists to support, promote and celebrate design makers who create their work in England, Wales, Scotland and Northern Ireland. I think this event would be ideal for the showing of the Serelle products. The product is made in England and has an organic, contemporary feel to it. I also believe that the visitors to this show will be largely made up of our target audience and therefore the ideal consumer. People who visit these shows are looking for handmade statement pieces to place in their homes. They are also looking for original art and are clearly the type of people unafraid to express themselves in terms of visuals and art. These events are also likely to attract interior designers.

As the event is held in Chelsea, the people visiting may also be considerably wealthy and intellectual. With the event being based around art and the appreciation of it, I feel that the Serelle product would thrive well in this environment. At this event we plan to only show the teaser trailer and advertisement, we aim to generate conversation with people and to tell them about our product and the launch, we will also tell people that the launch is invite only. This way, if they want to be invited they can give us their details.

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Launch Event .

Liberty is ‘one of the last great emporiums for innovative and eclectic design’. The products that Liberty sell are carefully selected, they offer beautiful and luxurious products in which they hope people are delighted and inspired by. Our product is confident and evolved and wants to appeal to the elite, unifying luxurious indulgence with a contemporary avant-garde edge. Our exclusive sculptural product fuses colour and scent to enhance a certain luxurious mood and ambiance of a room. Therefore our product is suited to be sold at Liberty’s; this is why we have chosen to make it exclusive to Liberty and why the launch of the product will be held there.

Our initial idea in our presentation was to have one sculpture design and one scent, which was a spicy scent, though for the launch we felt that it would be best to introduce three different sculpture ideas and three scents. This will give consumers a wider range to choose from and to pick a product more suited to their home. The three scents will be a tropical one (fruits and citruses), a fresh one (linen) and a spicy scent (cinnamon and spices). Each scent/sculpture will be in a different room and each room will be decorated to the style/scent. So, for example the tropical scent room will be a ‘typical’ graphic design, which will have contemporary and boldly coloured furniture with designs framed around the room. The fresh scent will be minimalistic, with pale colours and a small amount of furniture and the spicy scent will be a homely room with a fireplace and family photos. As all of our consumers will have different types of homes this gives them a variety to choose from. The purpose also is to show that the sculpture will be a focal point in a room, which is what we want to achieve, rather than having it blend into the environment.

In the rooms, the sculptures will be placed in the corner or the centre and then the reflection will be projected onto the back wall, this shows the consumer just one of the functions of our product and what it will look like if they chose to use the projection. The guests will be able to travel from each room and look at the different sculptures on show. This creates an exhibition feel to the launch rather than solely a shopping experience. In each of these rooms there will be a member of staff who is a specialist in terms of the product and its functions. They will be there to answer any questions and to greet the guests with a welcoming and friendly attitude to make them feel comfortable and therefore more likely to buy the product.

At the event, champagne will be served to follow a luxurious theme. There will also be live music, the idea of steel drums appealed to us as it follows a cultural theme which is represented around the Liberty store. The buyer at Liberty sources the stock in places around the world including India, Africa and Asia, having the steel drums creates an ethnic atmosphere similar to that which is

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created through the products sold. We also feel that this would make the guests stay at the event for longer and to socialise, this gives them the opportunity to talk to others about the product, have a drink and listen to the captivating music.

The event will be invite only to stick closely with the brand values of exclusivity. The event will be held on the top floor of Liberty, therefore the guests will have to show their invitation in order to access this floor, and the rest of the store will be open for the general public. This event will be the first time the product is shown. This is likely to increase the desirability of an invitation to this event because at the pre-launch, people will have heard about the product and will therefore want to see what it looks like. This will also be likely to increase the amount of press that want to attend the event and as this can be controlled, we can ensure we will be featured in the magazines we want to be. At the event the guests will be able to order one of the sculptures to be delivered to their homes; this creates a personal feel to the product and also makes it hassle free.

Other events have been hosted at Liberty London and have proven to be successful. As others have been done before this ensures we will be able to host our product launch there.

Industry professionals will be invited to this invite, we will not be inviting celebrities, this was a conscious decision as we feel that this may devalue our product and takes away the attention which we want to be placed on the product itself. The type of professionals we will be inviting will include interior designers and editors from the magazines that we want to be featured in.

For example, the magazine Bloom, this magazine do not advertise and therefore we could not pay to be featured in it, if we invited the editor and people who write for the magazine, they may take an interest in our product and write an article about it. Other magazines we would send invitations to would include Art News, Crafts and Wallpaper.

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Here are some examples of what the sculptures look in different types of rooms, these different rooms will be present at the launch however, projections from the sculptures will be reflected onto the wall.

The tropical scent room which has contemporary and boldly coloured furniture with designs framed around the room. (Above) The fresh scent room which is minimalistic with pale colours.

(Below).

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The spicy scent room which has a homely feel.

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This is an example of what the invitation to the event would look like:

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PR .

Public Relations are a vital component to a brand’s success, the aim is to get media coverage and establish a positive image of a brand. It is important that we work with a PR agency as they will be able to promote our brand’s image. We have chosen to work with APR communications as they are a ‘high-end PR and Communications consultancy representing some of the world’s most admired luxury and premium brands’, they have over twenty years of experience, therefore we trust that they will provide excellent service as they work closely to a brand’s image and their core business objectives. They would help our brand by promoting the launch as well as organising online advertising and showing a positive image of Serelle.

The other type of PR we will want to be involved in is being featured in magazines such as Wallpaper, Art News and Bloom. By inviting them to our Launch we hope to strike an interest with them.

Wallpaper magazine is a great choice for us to invite to the event as their aim is ‘To be the global authority on design and to provoke creativity and debate among the design conscious.’ Their readers average yearly salary is said to be £62, 000, which means it will target our ideal consumers that have a high disposable income. From Wallpaper we will be inviting Caroline Sampson who is the Marketing Manager and in charge of press, Amanda Asigno the Advertising Business Manager in charge of the advertisements placed in the magazine as well as others that will contribute positively to the image of the Serelle product.

We will also be inviting those from Art News magazine as it is the ‘oldest and most widely circulated art magazine in the world’ and has a readership of 180,000 in 123 countries. As we aim to appeal to those who are art-enthusiasts then people who read this magazine are likely to take an interest in our sculptural product. From Art News we will be inviting people like Milton Esterow who is the Editor of this magazine, he writes articles as well as deciding what content is in the magazine.

Bloom magazine is very exclusive, they do not have a website and they do not advertise, they promote the brands they like through PR by writing featured articles. We will be inviting them to this event as they may take an interest in the brand and write about us. We will be inviting Lidewij Edelkoort who is in charge of conception and is the Art Director. We have also chosen to invite journalists and writers including Michelle Anderson-Binczak and Zeva Bellel.

Other than those who work for magazines we will also be inviting Interior Designers to our event.

This includes people like Sally Dernie, Clare Pascoe and Davina Merola. We have chosen to invite Interior Designers as they may take an interest in our product for one of their clients that were not able to attend the event. By contacting Sian Astley, we found that Interior Designers have already taken an interest in our product as well as suggesting that blown-glass is on trend and is becoming the desired product.

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Post Launch .

After the launch we will need to keep the ‘buzz’ going for our brand and products. We will be giving different bars and restaurants where the wealthy will visit, a sculpture to place inside. Therefore our target market will be exposed to the product and may want to have one for their homes.

The places we plan to put our sculptures are luxury cocktail bars and the top London restaurants. These include places such as Hawksmoor Spitalfields Bar, Launceston Place and L’Atelier De Joel Robuchon.

After the launch we will also have different magazines writing articles about us and talking about our product. We will also be advertising in these magazines and bringing around new ideas for different products. Before the launch there will have also been a lockdown of information, on the night of the launch there will be a press release about the launch and the product, in general magazines and newspapers, this way whilst the event is happening, there will also be people reading about the product at the same time.

The product will also have its own section in the Liberty store; therefore people who visit will see it on display and may be drawn to it, as it is a very artistic and exquisite piece.

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The Future of serelle .

For the next twelve months we will need to come up with new and exciting concepts for the brand and its products to develop.

We plan to develop on different scents for example a floral scent (Jasmine, Rose and Orchid), a berries scent (Blueberry, Raspberry and Cherries) and an Oriental Scent (Ginger, Fig and Sandalwood). We also want to create scents for different seasons and occasions, for example Winter, Autumn, Summer and Spring, as well as Christmas, Easter and Beach themes. New shapes of the sculptures will also be created for different consumer’s preferences and tastes; this also makes it more exclusive to their home as we can have one-off sculptures where only one person has that style and shape.

We also hope to collaborate with different artists; therefore we can release a ‘special edition’ sculpture designed by one of these contemporary artists. This will get the ‘Art Community’ talking and more people interested in our brand and its strong links with artists and handmade art.

The type of artists we hope to collaborate with will be people like Marvin Lipofsky and Martin Blank. These are both well-known blown-glass artists.

At the end of the twelve months we will be considering branching further than London, perhaps other major cities like New York, Paris and Milan. We will be showing the product at art exhibitions and if people want to order the product they can order it from Liberty to be shipped to them, as the products will continue to stay exclusive to Liberty London.

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Blown-Glass Sculptures by Marvin Lipofsky and Martin Blank. The scent and candle will be incorporated into one of their designs for an exclusive product.

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Mock-ups of different colours that may be used for the sculptures, they will be different shapes as well.

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references .

Advertise with us | Wallpaper* Magazine: design, interiors, architecture, fashion, art. 2014. Advertise with us | Wallpaper* Magazine: design, interiors, architecture, fashion, art. [ONLINE] Available at: http://www.wallpaper.com/advertisewithus. [Accessed 30 May 2014].

Press | Wallpaper* Magazine: design, interiors, architecture, fashion, art. 2014. Press | Wallpaper* Magazine: design, interiors, architecture, fashion, art. [ONLINE] Available at: http://www.wallpaper.com/press. [Accessed 30 May 2014].

ARTnews - Wikipedia, the free encyclopedia. 2014. ARTnews - Wikipedia, the free encyclopedia.

[ONLINE] Available at: http://en.wikipedia.org/wiki/ARTnews. [Accessed 30 May 2014].

About ARTnews | ARTnews. 2014. About ARTnews | ARTnews. [ONLINE] Available at: http:// www.artnews.com/about/. [Accessed 30 May 2014].

Marvin Lipofsky Studio. 2014. Marvin Lipofsky Studio. [ONLINE] Available at: http://www.marvinlipofsky.com/media/news.htm. [Accessed 30 May 2014].

Marvin Lipofsky Studio. 2014. Marvin Lipofsky Studio. [ONLINE] Available at: http://www.marvinlipofsky.com/media/news.htm. [Accessed 30 May 2014].

Martin Blank Studios, Inc.. 2014. Martin Blank Studios, Inc.. [ONLINE] Available at: http://martinblankstudios.com/. [Accessed 30 May 2014].

CHANNEL 4, 2013, Liberty of London Documentary POSNER, HP, 2011. Marketing Fashion. 1st ed. Los Angeles: laurence and king.

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Illustrations .

2014. . [ONLINE] Available at: http://3.bp.blogspot.com/-X_xDLuKByoA/TpNCi2Wn2DI/ AAAAAAAAJeI/7rkrayq7Lrg/s1600/BARCELONA_FESTES_DE_LA_MERCE_PROJECTIONS_CITY_ HALL.jpg. [Accessed 22 May 2014]. . 2014. . [ONLINE] Available at: http://www.washingtonpost.com/rf/image_606w/2010-2019/ WashingtonPost/2012/03/29/Others/Images/2012-03-29/IMG_8311_1333030501. jpg?uuid=pbN4ZHmpEeGccHjgHnRI-A. [Accessed 22 May 2014]. . 2014. . [ONLINE] Available at: http://www.handmadeinbritain.co.uk/assets/Uploads/_resampled/resizedimage862485-Chelsea-PV.jpg. [Accessed 24 May 2014]. . 2014. . [ONLINE] Available at: http://37.media.tumblr.com/tumblr_lgehbdXBqr1qh5018o1_1280.jpg. [Accessed 24 May 2014]. . 2014. . [ONLINE] Available at: http://www.thevillagecommunications.co.uk/sites/default/files/ Liberty%20Large-logo.jpg. [Accessed 24 May 2014]. . 2014. . [ONLINE] Available at: http://www.interiorredesignseminar.com/wp-content/uploads/2013/08/modern-living-room-with-chic-furniture.jpg. [Accessed 27 May 2014]. . 2014. . [ONLINE] Available at: http://ohua88.com/wp-content/uploads/2013/01/living-roomdesign-ideas-with-fireplace-915x686.jpg. [Accessed 28 May 2014]. . 2014. . [ONLINE] Available at: http://nigerianmaritimedirectory.com/wp-content/uploads/2012/12/modern-and-minimalist-living-room-915x686.jpg. [Accessed 28 May 2014]. . 2014. . [ONLINE] Available at: http://www.saniapell.com/athomeblog/wp-content/uploads/2012/04/sania-pell-liberty-invite-d11.gif. [Accessed 30 May 2014].

2014. . [ONLINE] Available at: http://fashionslop.files.wordpress.com/2011/09/wallpaper-magazine-september-2011-miles-aldridge-shirley-mallmann-1.jpg. [Accessed 30 May 2014]. . 2014. . [ONLINE] Available at: http://www.artsjournal.com/culturegrrl/ARTnews.jpg. [Accessed 30 May 2014]. . 2014. . [ONLINE] Available at: http://2.bp.blogspot.com/_RjlmPzFtspg/TAWOuFd7pcI/ AAAAAAAADQg/b7eP4YO7Suo/s400/marvinlipofsky_contempglass.jpg. [Accessed 31 May 2014]. . 2014. . [ONLINE] Available at: http://media-cache-ec0.pinimg.com/236x/5c/ee/6a/5cee6a9315 50b4edf25257ce8485e14b.jpg. [Accessed 31 May 2014].

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brand launch & production sarah prowse n0498012 Word Count - 2890