#anewchapter
LAUNCH EVENT III
UNIVERSITY OF HUDDERSFIELD School of Art, Design and Architecture Department of Design Final Major Project “& Other Stories� Sharonjit Takhar A Major Project submitted in partial fulfilment of the requirements for BA (Hons) Fashion, Communication and Promotion. Module THD1101 Fashion Communication Promotion Major Project The candidate confirms that the work submitted is their own and that appropriate credit has been given where reference has been made to the work of others. The University of Huddersfield School of Art & Design Department of Design Huddersfield West Yorkshire ENGLAND 26/05/2015
CONTENTS
1
INTRODUCTION Introduction 1.0 / Rationale 1.1 Aim 1.2 / Objectives 1.3
LOGISTICS Gift Bags 5.0 Staffing 5.2 /
2
3
INVITES Invitation Design + Distribution 3.0 Guests 3.1
4
ENTERTAINMENT + CUISINE Hemsley + Hemsley 4.0 / Live Music 4.1 Fashion Show 4.2 / Styling/Beauty Sessions 4.3
/
Photography 5.1 Event Manning 5.3
6
BACKGROUND DETAILS When + Where 2.0 / Launch Theme 2.1 Launch Aesthetic 2.1.2 / Schedule 2.2 Start-Up 2.3
5
POST - LAUNCH NIGHT Expected Outcome 6.0 / Consumer Launch 6.1 PR Launch Event 6.2
7
BUDGET
9
REFERENCES
8
CONCLUSION
10
APPENDICES
1
1.2
AIM The launch event aims to fulfil any expectations created throughout the marketing campaign for & Other Stories.
INTRODUCTION Seeking to maximise publicity and bring further attention with creative nature, by drawing in musicians, food and to & Other Stories (AOS) in celebrating the launch of the events to make the event exciting yet brand knowledgeable second store, the following proposal outlines event details. for the attending media. In doing this, the highest priority is to engage with high Information for post-launch activities such as a public PR consumer influencers including bloggers/vloggers, launch and consumer launch will also be outlined. celebrities and journalists who all share similarities with the brand personality.
1.3
OBJECTIVES 1 /
Run an exciting launch that is highly publicised both before and after the event with mentions in a minimum of 20 different media channels.
Additionally, the launch evening will show AOS as a brand
1.1
RATIONALE Besides being a fun event for guests, the launch event is essential in ensuring there is enough excitement regarding the new store in Manchester among the media in order to generate positive reviews.
launch it is this that will be recognised by consumers follow some of the guests or read about the launch in a publication - making them excited about the new store too.
Interactions with the right people at the event also ensures Continuing with this anticipation, the public opening and that connections can be built upon with the brand and the stunt must deliver this same experience to the Manchester target market can be located properly. market who have expectations from either the reviews in magazines or pictures on Instagram. With an carefully chosen guest list and a smoothly run
2 / Invite and establish connections with appropriate
media and celebrities to attend the launch.
3 /
Continue launch activities 1-month post opening to maximise media/consumers interaction.
4 /
Ensure brand values and personality is communicated in all launching elements.
2.0
2
BACKGROUND DETAILS
WHEN + WHERE Location
To attain maximum publicity for the brand and whereabouts of the new store the launch event will take place at the AOS branch on New Cathedral Street (see store proposal for details). The launch will take place over both retail floors and the adjacent street where a marquee will be placed for guests upon arrival, as well as being the go-to for those who want to step out for fresh air without having to leave the launch atmosphere.
Date
Falling on the final day of the year-long launch plan, the proposed date is Friday 13th May 2016 - giving guests the opportunity to unwind and start their weekend with fun with unlikely work commitments the following morning. The following Monday (16/05/16) unveils the store to the public. This allows a whole weekend to clear up from the launch, with a Monday opening allowing the new staff to settle into and experience the store a few days before peak shopping hours and launching activities over the opening weekend.
Time
The event will start from 8:30pm, ending at 12:00am as this gives times for guests to travel from further distances such as London as well as gaining permission to close part of the street for marquee set up as it will be after retailing hours and avoids conflict with neighbouring stores.
2.1
LAUNCH THEME As a brand that opposes mainstream trends the launch will be rather laid-back and designed to create an enjoyable but calming ambience that allows guests to unwind. The launch event must cater to this idea while expanding media knowledge and understanding of the brand, by representing the AOS personality in all elements. With this being top priority, the night is designed to feature brand related musicians, blog sessions and catering as well as a live S/S 16’ collection fashion show (fig.1). These will all be carried out in a positive way that presents a “feel-good” vibe, linking back the aims of “#anewchapter” bringing a fresh and awakening sentiment.
2.1.2
AESTHETIC In order to illustrate AOS in its truest form, the layout of the store will remain as the proposed retail design for product to be shown and the store aesthetic to be seen. However, to allow more space for the guests and to place some chairs across the space for the show, one of the larger tables (ground level) will be moved temporarily to the basement floor. Some product will be stored in the stockroom to reduce chances of damage and avoid any spillages during the night. Outside requirements include a small marquee where guests are free to go outside for a little fresh air. The marquee will be dressed with white netted fabric throughout, giving it a crisp and minimal appeal (fig.2), while accompanying other campaign visuals such as the advertising and social media posts.
Fig.2 Marquee Decor
Fig.1 S/S 16’ collection
5pm 7:30pm 8:30-9pm
2.2
2.3
SCHEDULE
NIGHT START-UP
STAFF ARRIVAL + LAUNCH SET UP
ARRIVAL OF WAITERS/CATERING + STAFF BRIEFING
ARRIVAL OF GUESTS
9:15PM
WINDOW UNVEIL/ WELCOME SPEECH + TOAST
9:30PM
TOUR OF STORE + STYLING/BEAUTY SESSION (1)
10PM 10:30PM 11PM 11:40PM 12AM 12:30AM
Scheduled for 9pm when guests will have arrived, Creative Director Sara-Hilden Bengtsson (fig.3) will initiate the launch by welcoming guests and unveiling the store window display (See store proposal) alongside creator Liz West (fig. 4). Guests awaiting in the marquee will be taken through into the store with the drinks topped up as they walk in. This will be followed by a short speech from Bengtsson which involves brand background and an explanation of aspects of the new store with emphasis on the digital devices in particular.
PERFORMANCE / FKA TWIGS
TOUR OF STORE + BEAUTY/STYLING SESSIONS (2)
FASHION SHOW + PERFORMANCE BY LIANNE LA HAVAS
END OF NIGHT SPEECH
GUESTS HANDED GIFT BAGS AS NIGHT DRAWS TO AN END
BRIEF TIDY OF STORE, SECURITY LEAVE WITH STAFF
Liz West
Fig.4
Sara-Hilden Bengtsson
Fig.3
3.0
3
INVITES
INVITATIONS Aesthetic To keep invitations cohesive with the campaign, they mimic the idea of “opening”. Simple but true to the campaign and the brands’ digital appeal, invites will be sent in a mini wooden box. Inside this box, the guest will find a wooden USB which is plugged into a computer to reveal the invitation. (See invitation on USB separately). The box is engraved with the campaign caption “’#anewchapter”, with the AOS logo engraved onto the USB stick. Sending the invite in this form intrigues the guest to find out what’s on the USB. They are then able to keep the 8GB USB for personal use which leaves the benefit of subtly promoting the brand via the logo which is great as the guests will be influencers to the target market. Once the guest has RSVP’d to the event, a single white rose with the message “#anewchapter - 5 days to go” will be sent to each guest 5 days before the event. With an estimated 5 days for the rose to open it’s used metaphorically to signify the countdown the launch - again drilling in the anticipation factor for guest.
Distribution Invitations are to be distributed on the 01/05/16 giving the guests just under two weeks to make arrangements and RSVP to the event. Keeping it on-brand and simple, the invitations will hand-delivered to all guests so they have something physical to look at as opposed to a standardised email which may end up in a junk folder. This form of invitation adds a personal gesture which guests will be pleased with.
5 d a #a ys new t cha o go pt er
3.1
GUESTS As “#anewchapter” aims to capture the brands’ essence within all marketing areas, this includes reflecting it within those who attend the launch event. With the launch taking place in the retail venue along product tables/fixtures there is limited space which means the guest list must be carefully selected.
Journalists
Gearing the campaign to influential people in the media, a mix of journalists, bloggers and celebrities will be invited. Each guest is permitted to bring a +1 and with most popular publications 2-3 invites will be sent out to ensure that at least one person can attend. This also builds up a little excitement as the guests may turn to their colleagues to see who has been invited and build up some buzz in the office. The images on the opposing page feature some some guests who will be invited, and this is something subject to change at a further date as it’s important to see exactly which influential bloggers/celebrities will be “current” as the industry is fast-paced and ever-changing. (For example guest list and contacts please see Appendix A).
Bloggers
Celebrities
4
ENTERTAINMENT + CUISINE
4.0
HEMSLEY + HEMSLEY Sisters Melissa and Jasmine Hemsley (fig.5) have become very popular over the last year as they turned their foodloving habits into a career, revealing their healthy lifestyle and feel-good staples in the book – The Art Of Eating Well. Young, creative and already noted in the fashion industry, the two sisters will be approached for a collaboration in catering for the event - providing their classic book recipes to all guests.
This personal choice of smoothie ingredients correlates with the brand aim in embracing personal style and preference.
The pair have been chosen among all other food bloggers for their fun and luxurious approach to a healthy living lifestyle. As this lifestyle fits in with AOS, costing negotiations will be made with the Hemsley’s as there is also the strong possibility of stocking The Art of Eating Well within the Manchester store, using the launch event to introduce this. These nibbles include quinoa stuffed peppers, cucumber These books can be placed on the product tables, adding to and salmon canapés and lavender with maple coconut the eased effect of making the consumer feel as though they macaroons which will all be prepared prior to the event and are at home. stored in the staffing facilities. The sisters are also another connection for the brand as it During the night, Jasmine and Melissa will mingle with is not just guests that must represent the brand. Successful guests (some of who they already know) and there will be a collaboration with this could lead to larger events in the small stand near the entrance where guests can choose their future. ingredients and have a healthy smoothie made by the sisters.
Fig.5 The Hemsley’s
4.1
4.2
LIVE MUSIC
FASHION SHOW
Keeping the brand and entertainment hand-in-hand, the An English folk and soul singer, Lianne La Havas has a very night will entail performances from two musicians with a spirited style which comes across in both her music and mellow vibe to flow in with the event. fashion. First to perform will be FKA Twigs (fig. 6), a British singer and songwriter known for her unique spin on music, and a celebrity who is very confident in bringing her personality out through her style.
Rather than having these as larger scale staged performances, both singers will run course with the relaxed vibe of the night in performing acoustic while perhaps sat on a stool in front of the audience.
Handing over the microphone, Lianne La Havas (fig.7) is This personalises the evening connecting the guests to the second musician to play and this will take place during performers and generally encourages a chilled environment; the fashion show held in the store. something reflective of the AOS brand in keeping it simple and uncomplicated.
Scheduled for 11pm, guests will all be escorted onto the ground level and seated following an announcement to watch a video. A short clip showcasing the development of the Manchester store along with images of the design process for the S/S 16 collection will be played, as the video also features interviews with inhouse designers and celebrities/brands that AOS have collaborated with. Just as this ends, light will focus onto the staircase where Lianne La Havas is sat and ready to perform. Mid-way into the first song. one-by-one models will appear and make their way down the stairs using it as a catwalk wearing the S/S 16’ collection (fig.8). Each model will make their way up and down the length of the store before the next begins walking. The 9 models will all display two looks each before ending the show as Lavas finishes her performance. Model bookings will be taken from Models 1. (See Appendix B for chosen models).
FKA Twigs
Fig.6
Lianne La Havas
Fig.7
Fig.8 Items from the S/S 16’ collection for fashion show
4.3
STYLING/BEAUTY SESSIONS
PROPOSED BLOGGERS
These sessions will be split with tours of the store as half of the guests will be shown around by the new Manchester Store Manager, and the other half will attend either the beauty or styling session held by the store specialists and popular bloggers. (See Store Proposal for information on staffing). The aim of these sessions is to exhibit the AOS connection to bloggers and social media to all guests as well as sending out information regarding product through a more interesting approach. These sessions will be 20 minutes long - though an extra 10 minutes has been scheduled if required. The sessions are all about handing out key styling and beauty tips to the guests and AOS social media followers using volunteered guests to work on as a “human mannequin” for testing and demonstrating the products. Incorporating the social media aspect, it is the AOS followers who determine which styling tips or beauty methods will be explained via social media. AOS will announce this “tutorial” linked collaboration for the launch a fortnight before the launch without disclosing who the bloggers are. A week to the launch both AOS and the bloggers will announce what is happening giving the followers this time to send in any questions. Both sessions will be filmed and uploaded onto the AOS Youtube channel the following morning, with the blogger also announcing it and linking their followers to the AOS account - instantly opening the brand up to a new fan base of women who trust the blogger’s opinions and from then on will naturally link the two together.
Ivania Carpio Ivania founded the Love Aesthetics blog in 2008. Her work encapsulates the digital world with a simple and minimalistic approach and the blogger has worked alongside projects with H&M and various other brands previously. With a large follower base, she is looked up to for inspiration in all elements including fashion, beauty, interior and product design. Contact will be made for collaboration on the styling session for the launch event.
Lisa Eldridge Lisa Eldridge is a well-known make up artist who has worked with many celebrities and brands over her 20 years experience in the beauty industry. Her blog attracts many followers as other make-up artists and beauty bloggers look up to her as inspiration for her knowledge and work in the industry. Again, contact will be made for an appearance and talk at the launch.
5.0
5
LOGISTICS
GIFT BAGS To continue brand promotion even after guests Items for the gift-bags will be placed into a canvas tote bag, have left the event, each person will receive a branded with the AOS logo. This allows guests to re-use the gift bag (fig.9) filled with branded merchandise eco-friendly bag, while furthering recognition for the brand. which they are likely to post upon social media.
The Gift Bags will include the following: 1 / Copy of the In-store newsletter “Chapter 1” which contains the latest products, style tips and references to the social media sites. 2 / 40ml bottle of AOS fragrance “Botanic Whisper” 3 / A black leather mini notebook embossed with “& Other Stories” on the back for jotting down inspiration and notes. 4 / Bottle of freshly prepared green juice (Hemsley + Hemsley) 5 / £25 gift voucher for AOS 6 / Printed press-pack 7 / Soft cotton and silk blend printed scarf for Summer. (prints to vary in different bags).
£25 voucher Fig.9 Example of Gift Bag
5.1
5.2
PHOTOGRAPHY
STAFFING
A photographer will be hired to capture significant moments to reveal the AOS brand in its’ true nature.
This allows for images to be sent out to press and those who attended the event.
Rory DCS, a fashion photographer from London will be booked for the event. Although a fashion photographer, Rory does not work on events and has an approach to photography that is unique. Recently releasing his book “Visual Self-Help Vol-1: How to be Fun”, the photographer aims to capture images that present any positive feelings - a theme embedded with the launch and overall campaign.
Also, as mentioned in the marketing communications plan, AOS are integrating Snapchat to the marketing methods with major use of this social media app over the launch night. An iphone controlling the AOS Snapchat will be passed around to the guests who will capture little videos or “funny-faced” snaps through the night. This allows the brand to trace back through unseen events and gives AOS followers an exclusive first-hand look into the event as it is happening.
This ensures that pictures will not look static and release the confident nature of AOS while making them more interesting Staff members will also have access to the AOS Instagram to send to press as well as looking more appealing on social account and will be encouraged to upload images throughout the night - again breaking down this barrier between the media. event and digital followers. All photographs will be taken in high-quality with the photographer making fast turnaround and sending images the following morning.
All staff from the Manchester and London store will be invited to celebrate the new opening. However, from this there will be a selection of the Manchester staff chosen to work the event. Taking part in ensuring a smooth run of events will be the store manager and assistant manager who will converse with journalists and guests. Stylists will keep product tidy and in order as well as directing guests and giving them a tour if need be, with the department specialists collaborating with bloggers in the style sessions. As employees have set duties for the night, an events co-ordinator will be hired to oversee the whole event, ensure everything runs to schedule and keep communications between everyone taking part. Aside from this, the only other people working the event will be the waiters and security.
5.3
EVENT MANNING Two security guards will be hired to cover the event with one based at the door working alongside staff permitting guests, and the other running regular premises checks to ensure all activity is within control and product around the store is intact. They will be employed from Manchester-based STM securitybetween 8:00pm and 12:30pm, which leaves half an hour before and after the event ensuring they’re available on site until the party is completely finished and premises locked up. In regard to welcoming guests into the event, a stylist will be on door with a checklist to welcome and make small talk, rather than a security guard which may be intimidating.
6
POST-LAUNCH
6.1
CONSUMER LAUNCH AOS is open to public the following week on 16/05/16, and this launch needs to prove just as exciting as the main launch event. To assure build-up around the brands’ new placement in Manchester keeps up, the launch night’s blogger approach will be continued over the first month. Over the first 4 Saturday’s of the opening, bloggers will stage a “meet-and-greet” with 3 scheduled talks/tutorials over the day, allowing their fans to meet them at AOS. The proposed bloggers are:
6.0
EXPECTED OUTCOME The following morning, the AOS PR team at Karla Otto will monitor all coverage from the event. Social media platforms will be first for analysis as the team look into any posts from guests which can be re-posted as well as replying to followers where there is an aim for 200 responses on all media platforms. The videos from the styling sessions will then be uploaded onto the Youtube channel and promoted. From this, “thank you” emails will be sent out to all guests for attending - something that will also remind and push them into writing about the event as soon as possible. Images from the photgrapher will be placed into a press release and sent out by the afternoon in addition to being posted on social media throughout the day. As mentioned in the objectives, it is expected for coverage in at least 20 different media platforms with digital reviews thought to be carried out from bloggers, along with journalists posting on online sites. Printed coverage may be in form of magazines who received the press release. Magazines that AOS have advertised with previously in the campaign will also be pushed for coverage . It is hoped that the styling/beauty session tutorials will receive 10,000 views online as this combines both AOS and the bloggers’ fanbase.
21/05/16 - Ivania @ Love Aesthetics 28/05/16 - Victoria @ In The Frow 04/06/16- Sandra @ 5 Inch and Up 11/06/16-Sam + Nic @ Pixi Woo On these dates employees will arrive at the store at 7:30am to set up for the bloggers and ensure any crowds are under control, especially on the first weekend of opening as there will be a mix of blogger fans and those who want to see the anticipated store. In addition to this, the first weekend of the launch will emit a lively atmosphere that makes customers feel as though they are in more sociable surroundings rather than in a retail environment. Stylists will interact with customers to get to know their style and offer consumers drinks which will be provided by Earth Cafe (a local cafe based near the Arndale Centre) between the times of 9am-3pm. Blogger and DJ Zoe London will also be providing music at the event, with decks set up at the front of the store turning heads and drawing passers-by into the store.
6.2
PR LAUNCH EVENT As the final component to attract the Manchester crowd and attention to AOS, an organised stunt will take place for the people of Manchester. Taking over New Cathedral Street and the Shambles Square, the event will take place on the first Saturday of opening and involves “lighting the sky” (fig.8). Seeing the event as something that gives a positive vibe and uplifting feeling similar to the campaign and windows display, it is anticipated that a large crowd of people gather around the area at 9pm. Each will be given a white LED balloon, which after a short speech by AOS manager will be released into the sky. This release looks at AOS as a positive move into Manchester and almost plays on people’s emotions as balloons are associated with childhood and a sense of being free which is to be felt when releasing the balloon. LED balloons have also been chosen over lanterns as a safer and cheaper method because it is difficult to be certain on crowd numbers. This event will have it’s own Facebook page (fig.10) so it is open for anybody to join, with AOS posting the event on it’s own social media accounts too. The results from the event not only attracts the target market but it helps the brand establish itself in the area in a subtle form of promotion. It is hoped that the event makes a mark on social media as people are encouraged to use the hashtag “ #anewchapter” which instantly links back to AOS. Fig.10 Example of event
Fig.9 Example of Facebook page
7
BUDGET Upon totalling estimated costs for all launching activities the figure is at £17,410. These are all approximations as AOS will still negotiate upon prices. The maximum overall budget is at £24,000 depending upon how matters might change over the year. leaving 6590 as contigency
EVENT COMPONENT
EST. PRICE
LAUNCH NIGHT INVITATIONS: Depends upon how many will be sent out but the estimate lies on 70 invites. Wooden USB sticks will be ordered from Flash it all page on Amazon at £15 each, along with the white roses closer to launch dates with 70 roses at roughly £210.
£1260
MARQUEE: A marquee which seats up-to 100 guests (6m x 15m). Hire price is £500 with wooden floor and dressing adding up to £500. This will be hired from Manchester’s HX Marquees.
£1000
LIGHTING/AUDIO: These are components required for the smooth running of the fashion shows and performances. They will be hired from SPL Audio Services (Cheshire).
£500
INTERIOR: As the launch aims to capture the store naturally, this is kept minimal with chair hire and plate/glass hire.
£300
MODELS: 9 models will be required from reputable Models 1.
£2500
PHOTOGRAPHY: Rory DCS to capture evening event. To Be Discussed
(est. £500)
CATERING: Hemsley + Hemsley will be approached and negotiations must be made for this in exchange of stocking their book in-store. AOS will pay for all ingredients and equipment required. To Be Discussed
(est. £1000)
FKA TWIGS: To be discussed with management.
(est. £3000)
LIANNE LA HAVAS: To be discussed with management.
est. (£1000)
GIFT BAGS: Enough for approx 150 guests.
£5000
CONSUMER LAUNCH DJ ZOE LONDON: To be discussed.
(est. £800)
EARTH CAFE: £3 per juice x 150 (may require more than this, negotiations will be made as it supports a local business).
(est. £450)
PUBLIC LAUNCH EVENT LED BALLOONS: For the launch stunt. approx 300 will be bought. (15pk x £8) at Ilooms.
£160
8
CONCLUSION As an area that summarises the whole campaign and presents it to the public, the launching activities are very important in achieving the aims to live up to excitement from surrounding marketing tools such as the advertising and social media build-up. Integrating the campaign elements in as many areas as possible, the style of AOS has been considered from the guests who will be invited to the launch, photographer for the launch to a public event subtly ran by AOS. With these carefully selected areas, it is important to ensure the brand values are also communicated. These values have also been underlined in a subtle manner with the public event that is not necessarilly revolved around the new store but links in with the brands’ style and elements such as the window display when transmitting light. Referring to the results from the overall campaign, reaction will be monitored through feedback, whether this is coverage from a blog, a mentione in a magazine or event through social media responses. This objective is one that should be achieved as there are a range of people being invited to the launch night with brand-like qualities as well as having a strong online presence with creating a Facebook page for the public event as well as adding excitement with blogger announcements. With launching activities running over the first month of opening, it is important to see whether the chosen bloggers have made an impact by looking at sales figures and number of visits to the store. By the bloggers attending the store in weekly stages it does look hopefuly that there is a continued buzz regarding the new store with these elments being pushed even further by marketing tools including mobile-advertising, and mini in-store competitions.
9
REFERENCES IMAGES 5 inch and up (n.d). [Photograph] retrieved from http://5inchandup.blogspot.co.uk/
Lisa Armstrong (2015) [photograph] retrieved from http://fashionweekdaily.com/lisa-armstrong-the-telegraphs-strong-arm/ Lisa Eldridge (n.d) [photograph] retrieved from youtube.com Liz West (2013). [Photograph] Retrieved from https://www.facebook.com/pages/Liz-West-Artist/144058715622122 Lottie Moss (n.d) [photograph] retrieved from www.vogue.co.uk Marquee DĂŠcor (n.d.) [photograph] retrieved from https://uk.pinterest.com/ Peony Lim (n.d). [Photograph] retrieved from http://peonylim.com/ Print Scarf (n.d). [Photograph] Retrieved from http://www.stories.com/gb/Accessories/Scarves/Geometric_Print_ Scarf/582826-9758504.1 Rory DCS (01/09) [photograph] retrieved from http://www.dazeddigital.com/photography/gallery/19643/0/visual-self-help-vol-1how-to-be-fun Sara Hilden-Bengtsson (2014) [Photograph] Retrieved from http://www.freundevonfreunden.com/workplaces/sara-hildenbengtsson/ White Chairs (n.d) [photograph] retrieved from https://uk.pinterest.com/
Balloons (n.d). [Photograph] retrieved from https://uk.pinterest.com/ Botanic Whisper Perfume AOS (n.d). [Photograph] Retrieved from http://www.stories.com/gb/Beauty/Bath_body/ Fragrances/Botanic_Whisper_Eau_De_Toilette/590725-105561343.1 Canvas Tote Bag (n.d). [Photograph] Retrieved from http://imgkid.com/tote-bag-template.shtml FKA Twigs (2014) [photograph] retrieved from http://www.theguardian.com/music/2014/aug/09/fka-twigs-two-weekslp1#img-1
WEBSITES Earth Cafe (N.D) Earth Cafe, retrieved from http://www.earthcafe.co// Illoom LED Balloons (N.D) Illoom Balloons, retrieved from, http://www.illoomballoon.com/
Green Juice (n.d). [Photograph] retrieved from https://uk.pinterest.com/pin/310537336777610432/
HX Marquee hire (N.D) HX marquees, retrieved from, http://www.hxmarquees.co.uk/
Green Leaf (n.d) [photograph] retrieved from https://uk.pinterest.com/
Model booking (N.D) Models1, retrieved from, http://www.models1.co.uk/
Hemsley & Hemsley (n.d) [Photograph] Retrieved from http://www.hemsleyandhemsley.com/blog/
SPL Audio Hire (N.D) SPL audio services, retrieved from http://www.stmsecurity.com/
Ivania Carpio (2015) [photograph] retrieved from http://love-aesthetics.nl/category/wearing/
Security (N.D) STM security, retrieved from http://www.stmsecurity.com/
Lianne La Havas (n.d). [Photograph] Retrieved from https://fanart.tv/artist/680466d6-f05b-44f6-858d-625d1b5087f6/ lianne-la-havas/
10
Lisa Armstrong
Nicola Moulton Laura Weir
APPENDICES
Millie Mackintosh Rosie Fortescue Erika Bowes
India Rose Victoria Maxime Grantcharoff Susanna Lau (Susie Bubble) Madeleine Shaw Jameela Jamil I love Manchester Franziska Stella Klatterman Lily Donaldson Lilly Collins Poppy Delevingne Lottie Moss Paloma Faith Kayleigh Johnson
Nell Kalonji
Reality TV star/ Blogger Reality TV/ blogger @ atfashionforte Blogger @ erikabowes.blogpost.com Blogger @ India-Rose.co Blogger @ In the frow Lafilledanver.co.uk Fashion Blogger
enquiries@milliemackintosh.com atfashionforte@gmail.com
Laura Bradley
Erikabowes@hotmail.com
Steve Morriss
india@india-rose.co inthefrow@live.com Maxine.grantcharoff@gmail.com Susie@stylebubble.co.uk
Panos Yiapanis Katie Shillingford
Health/nutrition blogger Celebrity / Radio presenter Blog/Site Blogger @ Oh Frantastic Blogger @ stellas wardrobe Model Actress/ Model Model/ Socialite Model Musician Blogger
madeleine@madeleineshaw.com caroline@moneymanagementuk.com hello@ilovemanchester.com Franziska@ohfrantastic.com Stellalexandra@aol.com paula@stormmodels.com -Awaitingpaula@stormmodels.com paula@stormmodels.com Becky@insanitygroup.com Kljohnson1990@gmail.com
Ella Grace Cumming
APPENDIX A: Guest List
Yadim
Maxine Eggenberger
Hannah Rochell Malena Harbers
Matthew Josephs Anthony Unwin Susannah Frankel
Lily Russo
Anders Christian Madsen Ger Tierney
The Telegraph fashion director Contributing Editor for British Vogue Beauty & Health Director @ British Vogue Fashion Feature Editor @ British Vogue Fashion Editor @ Another UK Anothermag.com Editor @ Another Senior Fashion Editor @ Love Fashion Director @ Love Fashion Editor @ Dazed and Confused Beauty Editor @ Dazed and Confused Contributing Fashion Editor @ Dazed and Confused
elizabeth.white@condenast.co.uk
Fashion Features Editor @ InStyle Beauty Editor @ InStyle Fashion Director @ Wonderland Senior Fashion Editor at Large @ Wonderland Fashion Director @ Grazia Fashion Editor @ Grazia Fashion Features Director @ ID Executive Fashion Editor
hannah_rochell@instyleuk.com
Digital Fashion and Beauty Writer @ InStyle
nicola.moulton@condenast.co.uk laura.weir@condenast.co.uk nell@dazedgroup.com laura@dazedgroup.com steve.morriss@condenast.co.uk loveedit02@condenast.co.uk katie@dazedgroup.com info@dazedgroup.com ellie@dazedgroup.com maxine_eggenberger@freelance.instyleuk.com
malena_harbers@instyleuk.com matthew@wonderlandmagazine.com anthony@wonderlandmagazine.com susannah.frankel@graziamagazine.co.uk lily.russo@graziamagazine.co.uk acm@anderschristianmadsen.com ger.tierney@i-d.co
Maxine Eggenberger
Hannah Rochell Malena Harbers
Matthew Josephs Anthony Unwin Susannah Frankel
Lily Russo
Anders Christian Madsen Ger Tierney Alice Casely-Hayford Anna HughesChamberlain Sara Gilmour Caroline Parr Tamsin Blanchard Michele Lavery Hannah Betts Kate Finnigan Claudia Croft Michael Hennegan Michelle Daniel Deanna Delamotta Maxine Goulding
Claire Lomax
Digital Fashion and Beauty Writer @ InStyle
Fashion Features Editor @ InStyle Beauty Editor @ InStyle Fashion Director @ Wonderland Senior Fashion Editor at Large @ Wonderland Fashion Director @ Grazia Fashion Editor @ Grazia Fashion Features Director @ ID Executive Fashion Editor @ ID Online Fashion News and Features Editor @ Hunger Senior Fashion Editor & Online Fashion Editor @ Hunger
maxine_eggenberger@freelance.instyleuk.com hannah_rochell@instyleuk.com malena_harbers@instyleuk.com matthew@wonderlandmagazine.com
Michelle Daniel Deanna Delamotta Maxine Goulding
anthony@wonderlandmagazine.com
Claire Lomax
susannah.frankel@graziamagazine.co.uk
Ross Forsythe Jessica Bumpus
lily.russo@graziamagazine.co.uk acm@anderschristianmadsen.com ger.tierney@i-d.co alice@hungertv.com anna@hungertv.com
Fashion Editor @ Tank
sara@tankmagazine.com Senior Femail Fashion Finder caroline.parr@mailonline.co.uk Journalist @ Mail Online Fashion Features Director @ Telegraph magazine Head of Fashion, Luxury and Magazines Freelance Beauty Columnist @ Stella (Sunday Telegraph) Fashion Features Director @ Stella (Sunday Telegraph) Head of Fashion @ Sunday Times Style Fashion and Lifestyle Editor @ Sunday Times Style
News Editor @ BBC Radio Manchester Features Editor @ Manchester Evening News Sub Editor/ Research @ Manchester Gossip Fashion Direction @ Flux
tamsin.blanchard@telegraph.co.uk michele.lavery@telegraph.co.uk hjbetts@googlemail.com kate.finnigan@telegraph.co.uk claudia.croft@sunday-times.co.uk michael.hennegan@sundaytimes.co.uk michelle.daniel@bbc.co.uk deanna.delamotta@mennews.co.uk editor@manchestergossip.com claire@fluxmagazine.com
Abby Witherick Peony Lim Lily Melrose Jasmine + Melissa Hemsley Olivia Victoria Tanya Burr Celebrities/ bloggers: Laura Fantacci Millie Mackintosh Lily Pebbles Rosie Fortescue Ivania Liza Eldridge Erika Bowes Sandra Millie Mackintosh India Rose Rosie Fortescue Victoria Maxime Grantcharoff Erika Bowes Susanna Lau (Susie Bubble) India Rose Madeleine Shaw Victoria Jameela Grantcharoff Jamil Maxime I love Manchester Susanna Lau (Susie Franziska Bubble) Stella Klatterman Madeleine Shaw Lily Donaldson Jameela Jamil Moss ILottie love Manchester Paloma Faith Franziska
News Editor @ BBC Radio Manchester Features Editor @ Manchester Evening News Sub Editor/ Research @ Manchester Gossip Fashion Direction @ Flux Magazine (Manchester) Fashion Viva TV Editor @ Viva Fashion Features Editor @ Vogue Online @ Cereal Magazine Blogger @ Peony Lim
michelle.daniel@bbc.co.uk
Blogger @ llymlrs @ Hemsley + Hemsley Blogger @ What Olivia Did Blogger/ vlogger@ In The Frow Vlogger @ Tanya Burr Blogger @ Wearing it today
llymlrs@gmail.com eva@hemsleyandhemsley.com whatoliviadid@hotmail.co.uk inthefrow@live.com
Reality TV star/ Blogger Blogger @ Lily Pebbles Reality TV/ blogger Blogger @ Love @ Aesthetics atfashionforte Blogger @ Lisa Eldridge Blogger @ @ 5 inch and up Blogger erikabowes.blogpost.com Reality TV star/ Blogger Blogger @ India-Rose.co Reality TV/ blogger @ Blogger @ In the frow atfashionforte Lafilledanver.co.uk Blogger @ Fashion Blogger erikabowes.blogpost.com Blogger @ India-Rose.co Health/nutrition Blogger @ In the blogger frow Celebrity / Radio presenter Lafilledanver.co.uk Blog/SiteBlogger Fashion Blogger Blogger Health/nutrition blogger Celebrity / Radio presenter Blog/Site Blogger @ Oh Frantastic
deanna.delamotta@mennews.co.uk editor@manchestergossip.com
claire@fluxmagazine.com ross@vivalifestyle.co.uk jessica.bumpus@condenast.co.uk abby@readcereal.com lim.peony@gmail.com
lucy@gleamfutures.com laurafantacci@mac.com enquiries@milliemackintosh.com lily@lilypebbles.co.uk atfashionforte@gmail.com Hello @ love.aesthetics.nl studio@lisaeldridge.com Erikabowes@hotmail.com 5inchandup@gmail.com enquiries@milliemackintosh.com india@india-rose.co atfashionforte@gmail.com inthefrow@live.com Maxine.grantcharoff@gmail.com Erikabowes@hotmail.com Susie@stylebubble.co.uk india@india-rose.co madeleine@madeleineshaw.com inthefrow@live.com caroline@moneymanagementuk.com Maxine.grantcharoff@gmail.com hello@ilovemanchester.com Susie@stylebubble.co.uk Franziska@ohfrantastic.com Stellalexandra@aol.com madeleine@madeleineshaw.com caroline@moneymanagementuk.com hello@ilovemanchester.com Franziska@ohfrantastic.com
APPENDIX B MODELS 1: Suggested Models phone: 020 7025 498 email: info@models1.co.uk
LEILA NDABIRABE
SHELBY PRIEST
LEAF ZHANG
Emma Skov
NEELAM GILL
MARINE VANOUTRYVE
EWA WLADYMIRUK
LOU
NANE FEIST