CONTENTS Pg 4
Case Study - Selfridges
Pg 5 - 8
Launch Event
Pg 9 - 10
Promotional Retail Event
LP to
Pg 11 - 12 Case Study - Brit Rhythm Pg 13
Social Media
Pg 14
Gigs and Music Promotion
as a brand aim to offer a bespoke experience; bringing music and fragrance create a stronger sensory experience for the
personal together consumer.
Our concept involves an interactive experience in which 4 different pieces of music will be played to the consumer, the consumer then chooses his favourite piece and in return receives the corresponding scent suited to that music. The four pieces of music are inspired by 90’s Rock Sub-Genres. Our process takes you on a multi-sensory journey evoking the memories that 90’s music conjures for you, whether it be memories of your first love or Glastonbury 1998 with your friends. Therefore giving the customer a unique and personalised experience.
Pg 15 - 16 Uk Festivals and Case Study - Bestival Pg 17
Print Media
Pg 18
Conclusion
Pg 19 - 23 References, List of Illustrations and Bibliography 1.
2..
Fig 3: Fragrance Lab at Selfridges, 2014 Fig 4: HTC One Skate Park, 2014 Fig 5: Exterior; Fragrance Lab at Selfridges, 2014 Fig 6: Skateboarder Tom Knox trials HTC One Skatepark, 2014
CASE STUDY - Selfridges
S
elfridges have always held special events within store for promotional and entertainment purposes stemming from the beliefs of founder Harry Gordon Selfridge. For example, inventor of the television John Logie Baird gave the first public demonstration of the television to bemused customers at Selfridges. Therefore showing how theatrics are rooted in the history of Selfridges.
Fig 1: We All Want To Be Young: Generation X/Y/Z Infographic, 2012 Fig 2: Festival Crowd, 2013
An example of a modern unique pwromotional event held at Selfridges was the HTC One Skate Park (Fig 4 and 6). From March wto April 2014 the Old Selfridges Hotel was transformed into the UK’s largest indoor free skate park as promotion for the new HTC One phone. Users were then invited to share photos on twitter of their experience in order to be entered for the chance of winning daily prizes, which too is a tool we would use to gain publicity for both our brand and the store.
LP; AN INTRODUCTION
O
ur brand primarily targets the now grown up Generation X (Fig 1) “as Gen X has grown up and matured, they have cast off their more juvenile slacker habits and morphed into creative urban professionals” (Posner, 2011, 110) however we will also aim to target men regardless of their age as the targeting will be based on their liking of 90’s culture and music (Fig 2) which given its current popularity with Generation Y shows the extent and broadness of our demographic.
Moreover Selfridges’ current event held at the three main stores is ‘The Fragrance Lab’ (Fig 3 and 5) holds similarities to what we as a brand wish to offer consumers. Customers are invited to take part in a bespoke sensory process to create a personal profile of ‘themselves’ in a perfume bottle. “Not only will the scent encapsulate their character, but the bottle shape, label and language used to describe the scent will be tailored to every element of their personality.” (Press.Selfrdiges.com 2014)
Due to our process’ emphasis on music, we will be splitting our time between music and beauty promotion, allowing us to reach a broader scope and more relevant group of consumers within our first year. Our strategy is divided into two parts, due to the layout of the UK calendar year; Christmas and Spring/Summer.
3.
These events therefore show how Selfridges’ brand essence reflects that of ours in that we want to offer the consumer a unique, new experience, “Selfridges continues its commitment to providing customers with extraordinary and beyondshopping retail experiences.” (Press.Selfridges.com 2014)
4.
SELFRIDGES EVENT; AN OVERVIEW
LAUNCH EVENT
O
T
We feel that by basing the event on our brand essence of memories and 90’s music rather than solely on perfume, this will increase foot traffic to the event within store and consequently allow us to increase brand awareness more effectively.
We will invite both fashion press including magazines Dazed and Confused and i-D along with music and lifestyle magazines of the appropriate genre such as NME and Vice. Vice will be especially important at the launch, given the magazines sister brand, music website Noisey and its ownership of i-D. We will also invite national newspapers with specialised music and culture sections such as The Guardian and The Telegraph, to gain a broader spectrum of publicity.
ur first approach will focus more on the retail environment in order to gain sales and a social media following, allowing us to do further less traditional promotion in the future. We will launch an interactive event at all four Selfridges stores across the country (London, Birmingham, Manchester and Manchester Trafford Centre) that invites consumers to enter into a world of 90’s noswtalgia (Fig 7).
o launch our event at Selfrdiges we will first hold a celebrity launch event in collaboration with Selfridges Inww-house PR team. It will be held two days prior to our public launch in November. This is familiar territory for Selfridges as events are held regularly for new product launches – ‘Denim Studio Launch’ (Fig 8 and 10) or brand takeovers – ‘IT X Dazed and Confused Street Takeover’. (Fig 9) (Press.Selfridges.com 2013)
Fig 8: Jourdan Dunn and Rosie Tapper at Denim Lovers Launch, 2013 Fig 9: IT x Dazed and Confused Street Takeover at Selfridges, 2013 Fig 10: Denim Lovers Launch Crowd, 2013
Fig 7. 90s Music Inspiration Moodboard, 2014
5.
6.
LAUNCH EVENT cont.
O
“The battle pitted the two bands against each other, with the conflict as much about British class and regional divisions as it was about music” (John Harris, 2004) The event “dominated the cultural agenda for weeks, the final result even appearing as the lead story on ITV’s 10 O’clock news” (thisisfakediy.co.uk, 2012). Blur eventually emerged victorious with a number one leaving Oasis closely behind them at second in the charts.
ur guestlist will include 90’s alternative music icons such as the Damon Albarn, Graham Coxon, Ian Brown, Jarvis Cocker, Liam Gallagher and their corresponding band mates. Also invited will be up and coming British bands Peace, The Wytches, Superfood, Wolf Alice, Temples, Royal Blood, Darlia, Jaws and Palma Violets, as these will be the bands that feature in our gig showcases across the county in the following year. Information about this will be released to the press at the launch and the bands will take part in many interviews to publicise the gigs, explain how the tickets can be won and excite their fan bases.
Therefore owing to LP’s emphasis on 90’s nostalgia, at the launch event there will be performances by both Blur and Liam Gallagher, each playing their respective hit singles. Furthermore the three headliners of the later held gigs; Peace, Temples and Palma Violets will also perform. During the event guests will be the first to try the LP booths, which will later be the same ones that the public will use, to find their scent and get their sample. We will then encourage the guests to tweet about the scent they receive to spark interest on social media channels but their followers then interested to find out what it is all about.
At the event, entertainment will be provided through a performance reminiscent of the notorious 1995 NME dubbed ‘British Heavyweight Championship’. (Fig 11) In 1995 Britpop icons Blur and Oasis (Fig 12) both released new singles, ‘Country House’ and ‘Roll With It’ respectively to create a large marketing stunt and competed for the highest sales.
Fig 12: NME Special Collectors Edition: Blur, page 56, 2014
Fig 11: NME Special Collectors Edition: Blur, pages 54/55 and 58/59, 2014
7.
8.
PROMOTIONAL RETAIL EVENT
T
he start of our main public event will coincide with the turning on of the Christmas lights in our three cities, taking place from second week in November til late January, just after the Christmas sales, as this is the peak time for sales at the store. Following Boxing Day 2013 a spokeswoman for Selfridges said there were 3,500 people queuing outside their flagship Oxford Street store, with the first people arriving at 11.30pm on Christmas day to wait in line for the start of the sales. (huffintonpost.co.uk 2013) During this rush we plan to appeal to and capitalise on the customers who have had enough of the manic Christmas shopping/sales rush for the day and want to experience something different. During sales “sales can be maximized if the offer is accompanied by clear signage and an eye-catching display” (Posner, 2011) We as a brand want to use this theory but in the opposite way. To get consumers away from the sales we will use clear and inviting signage to direct the way to our event in alternate colours to the usual ‘sales red’ to make our signage stand out and intrigue customers. Last Christmas Selfridges stated that they had over a twenty percent surge in sales over the Christmas period and that this was down to unique personalized products within their fashion and beauty area. UK managing Director Anne Pitcher said, “There were over 40 different bespoke solutions in store, which you could only find here. It set us apart as a destination.” (retail-week.com/events 2014) This is exactly what we as a brand, value and wish to tap in to, therefore cementing why Selfridges is our perfect distributor as they too admire the significance of bespoke limited creations that you can only find in one place. Our event in Selfridges will be a throwback to the 90’s, complete with 90’s music, computer games and other pop culture phenomena that originated during the 1990s. All of this content will then be used to direct consumers to our LP booths in which users will listen to excerpts of our four tracks, select their favourite and then a sample of their corresponding fragrance is vended. There will be both digital booths, alike to photo booths, as well as staff going around the store with headphones and the samples, as customer service is very important at such events as it gives a more personal feel for the consumers.
Alike to past Selfridges events we will invite participants to share their experiences through social media by sharing photos and memories. We will invite both celebrities and public to #shareyourscent once they have experienced the LP booths, to share which fragrance they got and to start an online community. We will also use social media sharing as the link to our next promotional activity, with users being eligible to win tickets to our LP sponsored gigs throughout the coming months. Given the immense popularity of the throwback Thursday (#tbt and #throwbackthursday) tags on Instagram, we want to tap into this zeitgeist. In order to win a pair of tickets to the gigs, participants should post a photo of them in the 90s, whether it be an embarrassing photos of them on a night out in flared jeans and a turtle neck or a cute childhood photo, all with the hashtag #throwbackLP. We will promote this contest through the LP and Selfridges’ social media accounts, as well as the accounts of the bands playing. As if successful competition sales promotions can “increase consumer traffic and boost sales” (Posner, 2011) we hope to too hold these success’ along with widening our demographic and sparking media interest in the brand. The success of the hashtag for brands has been proven in research by “Tweets with hashtags receive two times more engagement than those without”. (Strategies for Effective Tweeting: A Statistical Review, Buddy Media, 2012) We feel that the #throwbackLP hashtag will be more effective than the #shareyourscent hashtag as not only will it be more likely to drive press, anyone can become involved. Whether they have been previously aware of the brand or not, everyone can participate. This will in turn increase awareness of our product as people will be curious as to find out the origin of the hashtag and its content. Following the event we will continue to sell in a consistent area within the beauty departments of the store. We will continue to make use of our LP booths but we will also hold a key emphasis on customer service as to allow our unique sensory process to still feel personal when customers participate all year round.
Fig 13: Selfridges Event Moodboard, 2013
9.
10.
CASE STUDY – Brit Rhythm
O
ne of our main competitors is Brit Rhythm by Burberry, in terms of its links to music and British culture. Burberry Chief Creative, Christopher Bailey describes the fragrances inspiration as “Brit Rhythm is inspired by the exhilaration and adrenaline of live music and the electric energy of the crowd.” (Burberryplc.com 2013) Through the use of social media, Burberry built hype for the upcoming launch of their fragrance. Consumers were invited to sign up to win a scented temporary tattoo and to be entered into a prize draw to win tickets to live music events. (Fig 15) These live music events were carefully calculated and took place in cities where Burberry hold a mass following; White Lies played in both London and Singapore and Peace played in New York. Brit Rhythm used social media to promote their video and visual content, using the hashtag #thisisBrit (Fig 14) to keep consistency whilst releasing the different digital elements of their promotional strategy. Burberry also used successful media channels to promote their latest fragrance by retaining the focus on the music and events.
Fig 14: #thisisBRIT billboard, 2013 Fig 15: Brit Rhythm Prize Draw Winners package, 2013
11.
“Continuing the Brit Rhythm story, Burberry is partnering with Noisey, part of VICE Media, to create a dedicated content platform for music, editorial and experience-led imagery and video.”(Burberryplc.com 2013) “Burberry has the opportunity to play with audience preconceptions and create intrigue about a new direction,” (Luxurydaily.com 2013) As a new brand do not have this ability, therefore we would have to strategise our approach differently due to our perceived smaller social media following, especially when compared to Burberry’s almost three million followers on Twitter. However our strategy will hold some similarities to Brit Rhythm through the use of a hashtag to create word of mouth promotion and to create an online community. “The most successful cryptic or ‘secret’ marketing efforts work where there’s already interest and mystique around a brand” (ATTIK. com 2014) explains Cory Pierce, planning director for global creative agency ATTIK. Therefore cementing how building our social media and the use of our hashtag throughout our launch and during the first year are essential for us as a new brand to succeed.
12.
SOCIAL MEDIA
GIGS AND MUSIC PROMOTION
F
O
ollowing the building of our social media channels during the Selfridges event, our social media interaction with consumers will be the most consistent of our promotional tools. Our Twitter, Instagram and Facebook feeds will be integral to keeping interest in the brand. These particular channels have been chosen as although “three million teens are expected to leave Facebook in the next three years” (istrategylabs.com, 2014) in favour of ‘younger’ channels such as Instagram and Twitter, the sites popularity is still maintained with older generations. “The social network site saw particularly strong growth in the 55-and-up age group (+80) ... the 41 percent increase in the crowd of Facebook users ages 35 to 54 wasn’t too shabby either.” (investorplace. com 2014; Data from iStrategylabs). Therefore given the varied demographic of our brand, we think that tapping into these social media sites will cumulate in a broad spread of potential consumers. Furthermore instead of having our own website, we will have a Tumblr, allowing us to keep up to date with the latest blogging trends within fashion, beauty and music, whilst also including all the information about the origin of our brand, how our experience works and where to find us, using linked tabs on our homepage. We feel that this will be more effective than a website, as as social media is so intrinsic for our brand, having too many different sites will be confusing, so combining the blogging aspect with the practical information seems more appropriate. Moreover following Yahoo!’s takeover of Tumblr for $1.1 billion earlier this year, the site have now introduced sponsored content. Yahoo CEO Marrissa Mayer states “58 percent of Tumblr users engage with sponsored content, and 48 percent re-share it.” (Fashionista.com, 2014) Thus we as a brand will use sponsored content to grow our demographic and followers on the microblogging site.
13.
Fig 16: Temples perform at Primavera Sound, 2014
ur second approach will follow on from our integrated retail strategy to further promote our brand following the initial launch event and hype. The gigs that consumers could previously win a pair of tickets to at the Selfridges event, will take place throughout March and April. There will be 3 groups touring around the three Selfridges cities (London, Birmingham and Manchester) on a rotational basis. The headliners and tour support are: Peace, Wolf Alice and Superfood; Temples, (Fig 16) Royal Blood and Jaws; Palma Violets, The Wytches and Darlia. This time frame has been selected, as it will allow us to gain press once again as the interest from our event will have finished. LP will also be holding an interactive retail stall at these gigs giving consumers a chance to try our unique fragrance experience and allowing those who did not previously visit Selfridges and found the ticket competition through social media to gain awareness and experience the brand personally. The gigs will take place at O2 venues; O2 Apollo Manchester, O2 Academy Birmingham, O2 Academy Brixton, as they are genre appropriate and all hold around 3000 people.
14.
UK FESTIVALS
M
oreover we have also selected this time in the year as this allows us to take advantage of the upcoming festival season. The major UK festival season runs from June to September and we will be setting up booths at appropriate major weekend festivals: Glastonbury, Isle of Wight, Reading/ Leeds, Latitude, Secret Garden Party and Bestival. Especially at festivals such as Glastonbury, Secret Garden Party and Bestival where it is just as much about the experience as it is the music, our booths will be especially effective in further building awareness of the brand.
CASE STUDY - Bestival
B
estival takes place in early September on the Isle of Wight and is informally seen as the end of the UK festival calendar. The layout of the festival site is compromised of nine ‘worlds’ all with distinctive features and themed set-ups. (Fig 17 and 18) Due to the contained location of the festival as it is located at a scarcely populated area on the island, there aren’t places for festival goers to visit outside the festival that are within walking distance. This is why it is essential for so many amenities and entertainment to be on site.
Bestival also encourage smaller businesses and do not have big corporations selling on site. “We are fiercely independent, every year we have people chasing us to sell, but we stick to our guns because we believe in what we do” Rob Da Bank, Bestival creator/organiser (Sabotagetimes.com 2011) Therefore this is why LP have chosen Bestival as one of the main UK festivals to promote our product at. At the festivals we will set up a main tent in an appropriate area of the site alongside our LP booths around the festival site vending perfume samples along with information about our main tent and the events. At the tents we will have resident and notable guest DJs hosting a silent disco playing exclusively 90’s classics from 12pm til 3pm and 12am til 3am. We will need this entertainment factor, as having our experience alone would not have the right appeal. Also in the tents will be another one of our booths for guests to try. We will also make use of stickers and badges, as although these will presumably be stuffed in a bag/ pocket, when the festival-goers empty their bags upon getting home they will be reminded of our brand the good experience they had of it, therefore making them more inclined to then look us up for further information.
15.
Fig 17: Bestival Wishing Tree Field Visual, 2013 Fig 18: Bestival Wishing Tree Field, 2013
16.
PRINT MEDIA
CONCLUSION
Fig 19: Vice Fashion Issue 2012
“T
he next issue to consider is the timing of an advert” explains Posner (Posner, 2011). So as general press and media interest will wain and will not be constant throughout our first year, during the in-between periods we will continue with our social media channels, but more importantly we will use print advertising. We feel that this will be the most successful advertising medium to find consumers that are interested in fashion and lifestyle as well as music and so we will continue to make connections with the magazines in the Vice media group (Vice, Noisey, i-D). (Fig 19)
Fig 20: Festival Celebration, 2010
I
n conclusion, due to the uniqueness of LP as a brand, we feel that our mostly unconventional promotional strategy will be effective. Our emphasis on interactive consumer-centric events teamed with traditional social media and print media strategies will excite our consumers and will inevitably create both press and word of mouth promotion. These strategies together wil thus allow our brand to build a loyal customer base to enable success for LP within our first year.
We will also make use of advertorial content, as in a simple print advert we will not be able to explain the specifics of our process. “Devoting an entire article to pitching your product or services can be a powerful way to draw in potential buyers,” (lucoprmarketing.com, 2013). However to make these testimonies more credible we will also reach out to both music and beauty bloggers. “There’s never been an easier way to find out what the marketplace is thinking about you, your company and your products” (Scott, 2007). This will create more honest buzz about our product as “bloggers never claim to be real journalists “ (Scott, 2007), therefore they are more trusted to back up what consumers may read in magazines.
17.
18.
Final Word Count - 3189 words. References Cited Works David Meerman Scott (2013). The New Rules of Marketing and PR. 4th ed. London: John Wiley & Sons. 45. David Meerman Scott (2013). The New Rules of Marketing and PR. 4th ed. London: John Wiley & Sons. 47. Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd. 110. Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd. 168.
James Brumley. (2014). Facebook Users Are Getting Older … and That’s a Good Thing. Available: http:// investorplace.com/2014/02/facebook-users-demographics/#.U4tCLJRdVfR. Last accessed 28th May 2014 Jen King. (2013). Burberry uses minimalist approach to promote new fragrance. Available: http://www. luxurydaily.com/burberry-uses-minimalist-approach-to-promote-new-fragrance/. Last accessed 24th May 2014. LuCorp. (2013). The Pros and Cons of Using Advertorials. Available: http://www.lucorpmarketing.com/thepros-and-cons-of-using-advertorials/. Last accessed 28th May 2014.
Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd. 174.
Selfridges Press Centre. (2013). Events & Parties . Available: http://press.selfridges.com/catalog/eventsparties. Last accessed 24th May 2014.
Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd. 182. John Harris (2004). Cool Britannia and the Spectacular Demise of English Rock. 2nd ed. London: De Capo Press. 202.
Selfridges Press Centre. (2014). Fragrance Lab at Selfridges. Available: http://press.selfridges.com/story/ fragrance-lab-selfridges#. Last accessed 24th May 2014. Selfridges Press Centre. (2014). Selfridges Launches The Beauty Project. Available: http://press.selfridges. com/story/selfridges-launches-beauty-project. Last accessed 24th May 2014
Cited from Online
Tiffany Holland, Chris Brook-Carter. (2014). Selfridges unique product offer propels Christmas sales growth of 20%. Available: http://www.retail-week.com/events/christmas/selfridges-unique-product-offer-propelschristmas-sales-growth-of-20/5056435.article. Last accessed 24th May 2014.
Burberry Press Release. (2013). Burberry launches Brit Rhythm Mens Fragrance. Available: http://www. burberryplc.com/media_centre/press_releases/2013/burberry-launches-brit-rhythm-mens-fragrance. Last accessed 24th May 2014. Chris Barrett. (2011). Rob Da Bank Interviewed: “Bestival is about love, not glory”. Available: http:// sabotagetimes.com/music/rob-da-bank-interviewed-bestival-is-about-love-not-glory/#_. Last accessed 31st May 2014. Cory Pierce. (2013). Viral Marketing. Available: http://www.attik.com/discipline/digital/. Last accessed 28th May 2014.
Cited Journals Marketing Cloud. (2012). Use Hashtags and Watch Engagement Rise. Strategies for Effective Tweeting: A Statistical Review. 1 (1), 14.
DJ Saul. (2014). 3 Million Teens Leave Facebook In 3 Years: The 2014 Facebook Demographic Report. Available: http://istrategylabs.com/2014/01/3-million-teens-leave-facebook-in-3-years-the-2014-facebookdemographic-report/. Last accessed 28th May 2014. Eliza Brooke. (2014). Should Fashion brands be shying away from Tumblr? Perhaps not. Available: http:// fashionista.com/2014/05/tumblr-advertising-engagement#awesm=~oFWMdOSAqrCxqC. Last accessed 30th May 2014 Huffington Post. (2013). Huge Queues For Boxing Days Sales . Available: http://www.huffingtonpost. co.uk/2013/12/26/boxing-day-sales_n_4503023.html. Last accessed 24th May 2014.
19.
20.
List of Illustrations Fig 16: Temples perform at Primavera Sound (Image online) Available at https://www.facebook.com/ templesofficial/photos/pb.349686471771236.-2207520000.1401569912./669439733129240/?type=3&theater (Accessed 31st May 2014)
Fig 1: We All Want To Be Young: Generation X/Y/Z Infographic (Image online) Available at http:// gb.pinterest.com/pin/299559812684390818/(Accessed 29th May 2014) Fig 2: Festival Crowd (Image online) Available at http://pink-as-fl0yd.tumblr.com/post/49809406245 (Accessed: 29th May 2014)
Fig 17: Bestival Wishing Tree Field Visual (2013) Own screen shot (Image online) Available at http://2013. bestival.net/areas#wishing-tree-field (Accessed 30th May 2014)
Fig 3: Fragrance Lab at Selfridges, Photography by Hufton + Crow (Image online) Available at http://press. selfridges.com/story/fragrance-lab-selfridges (Accessed: 29th May 2014)
Fig 18: Bestival Wishing Tree Field (Image online) Available at http://3.bp.blogspot.com/-6Hrg-8-Hdd0/ UO7yxHHzo_I/AAAAAAAAAUo/TNtCSrjQkA0/s1600/Bestival-+rebecca.jpg (Accessed 30th May 2014)
Fig 4: Selfridges HTC One Skatepark, Photography by Sam Ashley (Image online) Available at http://press. selfridges.com/story/uk%E2%80%99s-largest-free-indoor-skatepark-opens-selfridges (Accessed 29th May 2014)
Fig 19: Vice Fashion Issue 2012 (Image online) Available at http://www.vice.com/read/its-a-fashion-issueand-an-interview-with-our-cover-photographer (Accessed 1st June 2014)
Fig 5: Exterior; Fragrance Lab at Selfridges, Photography by Hufton + Crow (Image online) Available at http://press.selfridges.com/story/fragrance-lab-selfridges (Accessed: 29th May 2014)
Fig 20: Festival Celebraton (Image online) Available at http://www.pinterest.com/pin/531987774704521731/ (Accessed 1st June 2014)
Fig 6: Selfridges HTC One Skatepark, Photography by Sam Ashley (Image online) Available at http://press. selfridges.com/story/uk%E2%80%99s-largest-free-indoor-skatepark-opens-selfridges (Accessed 29th May 2014) Fig 7: 90s Music Inspiration Moodboard, curated for previous project (Album online) Available at http://gb.pinterest.com/group5fcp/inspiration/ (Accessed 29th May 2014) Fig 8: Jourdan Dunn and Rosie Tapper at Denim Lovers Launch (Image online) Available at http://press. selfridges.com/story/denimlovers-unite-make-fashion-history-denim-studio-launch-june-2013 (Accessed 29th May 2014) Fig 9: IT x Dazed and Confused Street Takeover (Image online) Available at http://press.selfridges.com/story/ it-x-dazed-confused-street-takeover-september-2013 (Accessed 29th May 2014) Fig 10: Denim Lovers Launch Crowd (Image online) Available at http://press.selfridges.com/story/ denimlovers-unite-make-fashion-history-denim-studio-launch-june-2013 (Accessed 29th May 2014) Fig 11: NME Special Series: Blur Collectors Edition Issue 4, Page 54/55 and 58/59, Publisher IPC Media, 2014 (Accessed 30th May 2014) Fig 12: NME Special Series: Blur Collectors Edition Issue 4, Image from - Page 56, Publisher IPC Media, 2014 (Accessed 30th May 2014) Fig 13: 90s Selfridges Event Moodboard, (Album online) Available at http://gb.pinterest.com/group5fcp/inspiration/ (Accessed 29th May 2014) Fig 14: #thisisBRIT Billboard (Image online) Available at http://www.harpersbazaar.com/cm/harpersbazaar/ images/5c/hbz-parties-Burberry-Rhythm-New-York-atmosphere (Accessed 29th May 2014) Fig 15: Brit Rhythm Prize Draw Winners package (Image online) Available at http://www.disneyrollergirl. net/wp-content/uploads/Burberry-BRIT-Rhythm-EDT.jpg (Accessed 29th May 2014)
21.
22.
Bibliography David Meerman Scott (2013). The New Rules of Marketing and PR. 4th ed. London: John Wiley & Sons. Gordon T. Kendall (2009). Fashion Brand Merchandising. New York: Fairchild Books. Harriet Posner (2011). Marketing Fashion. London: Laurence King Publishing Ltd. John Harris (2004). Cool Britannia and the Spectacular Demise of English Rock. 2nd ed. London: De Capo Press. Mark Tungate (2012). Fashion Brands: Branding Style from Armani to Zara. 3rd ed. London: Kogan Page. Toby Meadows (2012). How to Set up & Run a Fashion Label. 2nd ed. London: Laurence King Publishing Ltd. Willaim M. Kincaid Jr (1991). Promotion, Services and Ideas, Revised 2nd ed. Ohio, Charles E. Merrill Publishing Company.
Online ftape.com/media/?p=68316 luxurydaily.com/burberry-highlight-music-affinities-with-brit-rhythm-fragrance-shows/ luxurydaily.com/burberry-uses-minimalist-approach-to-promote-new-fragrance/ selfridges.com/en/StaticPage/fragrance-lab/?stop_mobi=yes press.selfridges.com/story/fragrance-lab-selfridges press.selfridges.com press.selfridges.com/catalog/events-parties press.selfridges.com/catalog/special-projects moduspublicity.com/tag/selfridges-2/ theguardian.com/lifeandstyle/2012/dec/02/selfridges-tills-jingling-at-christmas huffingtonpost.co.uk/2013/12/26/boxing-day-sales_n_4503023.html historylearningsite.co.uk/john_logie_baird_and_television.htm retail-week.com/events/christmas/selfridges-unique-product-offer-propels-christmas-sales-growthof-20/5056435.article !! bitrebels.com/social/twitter-hashtag-power-infographic/ slideshare.net/truthdefender/strategies-for-effective-tweeting-a-statistical-review thisisfakediy.co.uk/articles/blogs/on-second-thoughts-blur-vs.-oasis-who-really-won-the-britpop-war/ burberryplc.com/media_centre/press_releases/2013/burberry-launches-brit-rhythm-mens-fragrance attik.com/discipline/digital/ noisey.vice.com/en_uk/ alexa.com/siteinfo/vice.com readingfestival.com/line-up glastonburyfestivals.co.uk/lineup imediaconnection.com/content/22814.imc lucorpmarketing.com/the-pros-and-cons-of-using-advertorials/ oeronline.com/php/2007_oct/cover5.php sabotagetimes.com/music/rob-da-bank-interviewed-bestival-is-about-love-not-glory/#_ istrategylabs.com/2014/01/3-million-teens-leave-facebook-in-3-years-the-2014-facebook-demographicreport/ investorplace.com/2014/02/facebook-users-demographics/#.U4nXeBY4Tww fashionista.com/2014/05/tumblr-advertising-engagement#awesm=~oFWr90BCyt4C0p vice.com/en_uk/pages/magazine-extra
23.