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ABOUT US 0.3 THE CLIENT 0.4 SPRING/SUMMER LOOKBOOK 0.5 PRODUCT PLACEMENT: GAINING MEDIA COVERAGE 0.8 PRESS CONFERENCE 0.10 PUBLICITY STUNT 0.14 SOCIAL MEDIA CAMPAIGN 0.16 STORY ANGLES 0.18 APPENDIX A: PRESS RELEASE 0.19 APPENDIX B: MODEL LIST 0.20 APPENDIX C: PRESS CONTACTS 0.21 APPENDIX D: REFERENCES 0.23
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Switch Pr Switch Pr Switch Pr.... Switch PR is a current public relations company based in Camden. Passionate for exploring innovative ideas, we create awareness for our clients with maximum efforts. With fashion and lifestyle at the heart, we have already attained strong links in the industry involving print and online media. Past and Previous clients have gained media coverage in print publications including glossies and weeklies, to online bloggers and fashion websites. We don’t aim to gain coverage just anywhere, but develop a close relationship with our clients to find out exactly what areas of fashion they want to be known in.
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J.W Anderson –
Originally from Northern Ireland with the intention of pursuing a career in acting; he
subsequently fell in love with stage costumes and went on to graduate in menswear from the London College of Fashion. Inspired by the aesthetic to design clothes that can be worn by both male and females, his approach to fashion is on that holds unique fluidity. He describes his ideal client as free and spontaneous, allowing him to create elaborate garments that enable him to use his creativity. Stockists include; Oki-no.co.uk, Harrods, Liberty, ASOS, Collette and Opening Ceremony.
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In order to attain a wider awareness of J W Anderson’s S/S 2013 collection and what the brand is all about, the prospect of contacting media publications is one of importance. For coverage in printed visual media, Switch PR aim to appear in magazines and newspapers associated with the target market. WHAT WILL WE DO? Free samples of the collection will be sent upon loan to the publications, where they are given the opportunity to decide whether or not to include the piece in any features of issues. With hope for the samples to appear in particular fashion features, two different items of the collection, such as the printed trousers and leather jacket will be sent in order to increase the chances of the publication choosing one or the other. The samples will be collected after one month of the publication receiving it, regardless of whether or not the sample has been used. This lengthy time slot will allow the publication to hold onto the sample, so if they decide not to use it in one newspaper/ issue, they might find it appropriate for another time instead. These are some of the media publications found appropriate to publicise the Anderson collection: Publication: The Daily Mail Editor/Journalist: Eliza Scarborough Section: Femail Target Audience: Over half of the readerships are females with a social status between the ABC brackets. Coverage for J W Anderson: It reaches the female segment so the collection is in direct view of consumers. The high circulation of the newspaper also means a large number of people will read it, leading to a higher awareness.
Publication: ID Editor/Journalist: Holly Shackleton Contact: editor@i-dmagazine.co.uk Section: Fashion Target Audience: An audience between the ages 18-30 with a creative edge, most likely to be an art or design student, always looking for inspiration. 8
Coverage for J W Anderson: The magazine will reach quirky individuals that have correlating interests with the designer and see the way in which Anderson incorporates prints and art into his designs.
Publication: Elle Editor/Journalist: Stacey Duguid (Executive Fashion Editor) Contact: Stacey.duguid@hearst.co.uk Section: Elle Promotion; where recent fashion favourites are promoted and suggested to readers. Target Audience: The magazine is aimed towards women aged 18-26 years old, with a high interest in style. They may also have a high income. Coverage for J W Anderson: The magazine is completely fashion based, but also holds a positive reputation in the industry; those reading the promotion feature will be likely to research and gain interest to the collection.
Publication: Dazed Editor/Journalist: Priya Sehgal Contact: priya@dazedgroup.co.uk Section: Fashion Target Audience: People interested in pushing boundaries, which are stylish and looking for something innovative and creative. Coverage for J W Anderson: As Dazed is an edgy publication it fits in well with his distinct urban style. It targets a readership that may retain the same interests and style as the designer, therefore creating more buzz about Anderson.
WHO WILL IT REACH? Having the samples featured in these areas of magazines/ newspapers gives direct exposure of J W Anderson to a market with an actual interest in keeping updated with fashion. Fashion consumers and readers purchase those publications in trust of what they preach so by appearing in popular sections and articles, the target market gain a further respect or opinion on J W Anderson as a brand. This media coverage ensures J W Anderson is well located in the fashion industry, with print publications remaining as a vital component of publicity. The coverage in these areas would hopefully build up a positive reputation for Anderson, assisting development for the brand. 9
At Switch PR, we are keen to expand and promote fashion designer J.W Anderson in various methods of public relations. Holding a press conference in order for J.W Anderson himself to make a public speech will invite existing and new fans to become involved and informed about the J.W Anderson brand. He will be given the chance to endorse and talk about his brand in depth with important people within the fashion industry. The location of the conference is extremely crucial to reflecting J.W Anderson, keeping this in mind we have decided to hold the press conference inside a warehouse located in the North/West area of London. Our reasons for choosing a warehouse as the location of the conference are fairly simple and understandable. Due to J.W Anderson’s urban individuality and style, it will be a fantastic connection to use an urban environment like this one. The particular warehouse chosen is of a large spacious size, which will play host to a press conference, space for media press, a small bar situated in the far left corner and clothing racks placed around the room filled with J.W Anderson garments for visitors to look at his previous collections first hand. By doing this we are hoping to achieve a great amount of popularity for J.W Anderson within the important people in the fashion industry. The clothes featured on the clothing racks will be for sale and purchase to the guests.
Another approach taken for people to get an insightful look on Anderson’s collection is to have a small fashion show situated on the opposite side of the warehouse to the conference area. Switch PR plans to use androgynous and edgy models to showcase Anderson’s garments in an exhibition format. This is to take place straight after Anderson’s press conference so that the audience is instantly focused on the change of action and are fixed on the miniature show. The warehouse will stay in the same condition urban (walls/floor) with added visuals of J.W Anderson ad campaigns and photographs of his garments placed on the walls. This will help with recognition of his brand and what he is about as a designer within the guests at the conference.
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The company that would be loaning us the warehouse is Location Partnerships, the Warehouse number is WH381. Location Partnerships is made up of a group of highly experienced location managers and holds great knowledge of locations in the UK and around the world. The furniture will be contemporary with an rural edge, for seating arrangements we have decided to use creative German interior and lighting manufacturer Flototto to supply the ‘S’ shaped armless chairs as the chairs for during the press conference. Using this unique type of chair, as the main seating will instantly portray a sense of creativeness and individuality rather than using simple structured chairs. The interiors inside of the warehouse will be inspired around J.W Anderson and what he represents. To keep in style with the urban theme it is important that all aspects of interior design relate well with Anderson himself and his garments. The lighting in the warehouse will be municipal yet simple, we have decided to go with a raw approach by having hanging light bulbs from the ceiling fixtures to create a dim-lit and edgy environment, health and safety procedures will be used before the opening. This will give an underground effect to the audience at the conference who will feel privileged to attend and entered into J.W Anderson’s world. The warehouse will open at 7pm for guests to enter and arrive; this will give them time to look around the warehouse and a chance to look through Anderson’s collection. The press conference will be scheduled to start at 8:30pm till 9:30pm. Anderson will take to the front of the conference at 8:30pm to introduce himself and his collection to the awaiting guests, at exactly 9pm Anderson will finish his speech and the guests will be allowed 30 minutes to ask questions. At 9:30pm Anderson will introduce his Spring/Summer 2013 collection to the guests to which a mesh curtain will be pulled back at the front of the warehouse for the guests to see from their seats to reveal the models exhibiting the Spring/Summer 2013 collection. By choosing to use an exhibition approach, rather than runway we are catering to Anderson’s desire to no longer present his work via runway/catwalk. It is extremely important Anderson’s opinions are valued and made into actions. Music will be provided by Blogger/DJ Bip Ling for when the models and collection are revealed. By using Ling as the DJ we are hoping to create a controversial and street-inspired event that will connect well with Anderson’s brand. At the end of the press conference, guests will be presented with J.W Anderson gift bags which will feature beauty products from Rimmel London, MaxFactor, Aussie hair products, perfume samples from Paco Rabanne, Calvin Klein, Versace, a miniature look book for his Spring/Summer collection and a mix-tape CD of songs chosen by Anderson that he thinks will represent and establish his brand. For this to take effect we will need to contact all companies whose products we will be using for in the gift bags. At Switch PR, networking is a crucial part of our company, it is important that the correct guests appear on the correct guest list for promotional terms. The J.W. Anderson warehouse press conference guests will be carefully selected to cater for promoting J.W Anderson, the list is as shown:
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Candy Pratt Price – Fashion director of Style.com Scott Schuman – Sartorialist blogger Susanna Lau – Style Bubble blogger Karen Langley – Fashion director at Dazed & Confused Hilary Alexander – Fashion director of The Daily Telegraph Michael Roberts – Fashion journalist/style director of Vanity Fair Azealia Banks – Singer Cara Delevingne – Model Bip Ling – Blogger/DJ Dominic Jones – Jewellery designer Chelsea Leyland – DJ/Model Kesh – Designer/Editor/Stylist/DJ Phoebe Collins-James – Artist/Model Victoria Beckham – Designer/Socialite Kate Moss – Model Natalie Massenet – Founder of Net-A-Porter Alexa Chung – Model/TV Presenter\Style Icon Jonathan Newhouse – Chairman of Conde Nast Phillip Green – Topshop CEO Henry Holland – Designer Daisy Lowe – Model/Style Icon Pearl Lowe – Designer Phoebe Philo – Creative director at Celine
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We as Switch PR will organise a publicity stunt on September 10th 2012, to celebrate the launch of London Fashion Week and the upcoming collection. We anticipate that the stunt will generate press and media coverage, further establishing J.W Anderson as an exciting brand. WHAT WILL WE DO? In the run up to the unveiling of your collection and making its debut on the catwalk, we aim to pull a publicity stunt that entails the same atmosphere of a flash mob; a flash catwalk. The pop up catwalk will take place on the London Underground, with 12 models who will be dressed in four previously unseen designs that feature in the upcoming spring/summer collection. It will allow a sneak peek into the pending catwalk show. Alongside RnB songstress Rita Ora whom we anticipate will wear a bespoke creation by J.W.Anderson. The catwalk will last for approximately 15 minutes during which Rita will perform new material. Rita Ora was chosen to appear because she is up and coming in the music industry and captures the excitement and creativity of the brand. She is also daring, unique and not afraid to speak her mind all the qualities of the J.W.Anderson muse. The models were selected from an open casting call in London where we advertised for unpaid models/dancers/actresses. Models were cast so that they all had a similar height, long hair and natural features, so that when styled they represent the J.W.Anderson brand. WHERE WILL IT HAPPEN? The publicity stunt will begin at the Camden underground tube station and work its way onto the main high street. Exact times are still to be considered. We chose Camden because it’s an exciting and eccentric part of London’s heritage and has a large volume of tourists and villagers that add to the bustling atmosphere. It is also more likely to gain attention and people will particapte in the event.
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HOW WILL WE DO IT? The event will happen at 12.30pm, this is a busy window period and there is likely to be many commuters and workers on a lunch break. However to ensure maximum coverage, tip offs will be sent to editors and photographers of national newspapers. Photographers will be notified to maximise the circulation of images surfacing online and within media publications. The models will be dressed in designs from the spring/summer 2013 collection, with minimal hair and makeup so that they aren’t as noticeable before they join in with the flash mob. Interns will be hired on a voluntary basis to create hair, makeup and ensure smooth running of the event. Every 20 seconds, 2 models will join in with the procession as it leads towards Camden Market. DJ Bip Ling will be playing through open speakers along the high street to create an atmosphere WHY WILL WE DO IT? It is hoped the publicity stunt will attract the attention of members of the target audience and gains coverage in national Newspapers such as The Times, The Daily Mail and The Guardian, as well as online fashion websites and weekly publications. We also aim to make an impact on social networking sites, and anticipate J.W Anderson will trend on Twitter, with videos on images posted to Facebook and YouTube. To ensure the publicity stunt is effective and gains the appropriate coverage, we will send tip offs about the event to editors of the appropriate contacts (please see appendix 1 for an accurate media list) Hints will also be posted on the brands social networking sites.
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Social Networking sites such as Facebook, Twitter, Insta.gram and Pinterest are pivotal to circulate and promote J.W.Anderson, and allow direct access to potential consumers, which allow us to interact and gain instant feedback from our target audience. WHAT WE PROPOSE? We propose to use social media as a way to promote your new collection, using celebrities and influential figures we believe would be good ambassadors for your brand to promote products and generate maximum online presence through social media websites and devices. WHO IS INVOLVED? Helen McCusker – Irish Model Cara Delevingne – Model Emma Watson – Model/Actress Rita Ora - Singer Alexa Chung – TV Presenter/Model Daisy Lowe - Model Pixie Geldof – DJ/Model/Socialite
HOW WE WILL DO IT? Garments from the collection will be sent to infamous style icons, to encourage them to wear the garment in public and be photographed by the media. Items will be carefully selected to suit the individual’s style and personality, as we want them to feel that J.W.Anderson understands and suits their style, and mostly be excited by your brand. Alongside the garment, will be a personalised letter encouraging them to tweet a picture of themselves wearing the outfit to their followers, the tweet will be accompanied by ‘#JWAnderson’ We will also encourage them to share it on other platforms of social networking; Insta.gram, official Facebook fan pages and blogs, resulting in trending worldwide. However the most important factor; to go out and have a fabulous time. Each woman selected, is young and at the peak of their careers, we want them to be photographed by the media in J.W Anderson. We aim to achieve a social media frenzy that we get worldwide trending, resulting in the followers on all the official social networks to increase, so that everybody is talking about us. This social media campaign will trial for a 2 month period, as promotion on sites such as Pinterest, Facebook and Twitter is all free, except for the price of the garments which will be sent to celebrities for free. Items will be sent to coincide with upcoming promotions; so if Emma Watson has a promotional talk about her movie, we want to ensure we can provide suitable J.W Anderson clothing for her to wear. To integrate and create awareness of the social media campaign, a two-minute promotional video of the collection will be uploaded onto the official J.W Anderson websites and affiliated pages. The promotional video will feature students to represent the heritage of J.W.Anderson, and the people that represent the style of the brand, edgy, creative, and passionate. What other way than to include the people that will eventually are working in our industry. We would invite those students 16
to a virtual casting call having them tweet including their picture with a #jwandersonmodels; this will be rolled across all of our social networking pages. WHAT IS THE OUTCOME? The outcome would be that we have a two-minute promotional video, with the footage produced and featuring students. This will of course benefit the students and show that we support emerging talent. An added benefit is that it will be low cost, and hopefully generate a huge social media presence, leading to media coverage. TIMINGS It is anticipated the promotional video will be filmed and edited in a week period and we are aiming towards four weeks of constant social media uploads about J W Anderson. COST The cost will be quite low; the loss of the garments we will send the selected people will average out about ÂŁ800 per person. TARGET AUDIENCE We want to hit a mass audience worldwide, using the Internet to do so. We are targeting young professionals aged between the ages of 19-30. MEDIA COVERAGE We want to gain appropriate media coverage from fashion publications such as Grazia, More, Look Magazines, as well as a social media presence, online blogs, such as Vogue Online, Yahoo online, Daily Mail Online; we want every type of fashion media outlet gained.
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We have devised and tailored story angles that would be appropriate the specified target media.
J.W ANDERSON: TOPSHOP CONNECTION A double page spread with a look-book and prices of the high-street collaboration, featuring an exclusive interview with the designer about his influences for the upcoming collection. We anticipate this exclusive will be featured within UK ELLE, as it suits the readership are the same people to whom to collection is targeted at.
ANDERSON VERSUS VERSACE
EMERGING TALENT: J.W ANDERSON A biography of the designers journey to the top, and his past collections that helped him be awarded Emerging Talent at the BFC awards. Hopefully The Guardian will gain exclusivity of this feature, as this publication has is read by a wide demographic, it will make the designer more well known to the general public.
A news article with an insight as to why Donatella Versace chose him with highlights of his career so far, and what we anticipate to see from the collection. We will target VOGUE to run this featurette as the readership of this publication have a high spending power.
THE DESIGNER WHO DOESN’T DO DRESSES An article about the emerging designers aesthetic and his success story so far, with images of his alternative style clothing and celebrity clients he’s attracted. InStyle magazine features exclusive interviews and articles about designers and the content is very trend orientated which makes it the perfect publication for this article. .
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J W Anderson’s Spring/Summer 2013 women’s collection was unveiled at London fashion week this September. The Irish designer’s collection lives up to his reputation of bold, graphic detail but keeps the collection feminine and pretty with a pastel colour palette. Inspired by different fabrics and textures, the brand kept to it heritage and roots by obtaining the materials used for the S/S range from Britain. The 28 piece collection consists of frill finished tops and skirts as the designer touches on a feminine approach. Patterns play a substantial part in the pieces as dots are smudged over tops, skirts and dresses, with a consistent two tone design. An outfit made up of a navy, ruffled crop top was paired with a short matching skirt that is tightly fitted around the thigh, leaving a ruffled effect towards the bottom. Similar pieces to this appear in a variety of colours and prints, allowing the whole range to fit together well, founding a sense of fun and playfulness. The feminine expression also holds an element of androgyny as Anderson mixes masculine clothing onto the girlish pieces, with leather jackets, padded blazers and wide loose tailored trousers. This combination of feminine and masculine entwines an edgy look as the collection appeals to daring youths.
For more information please contact: press@jwanderson.co.uk or visit J W Anderson.co.uk
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ALEGANDRA INFANTE
COCO KNIGHT
EMILY BRYON
ANNALEISE SMITH
GEORGIA FROST
MARCELA BOAVENTURA
BREGJE HEINEN
KATIE WHITELY
LISANNE DE JONG
CHARLOTTE PALLISTER
MILOU SLUIS
TESSA WESTERHOF
This is the set of models that we will use for the Publicity Stunt and for the Press Conference. They were casted from open audition and selected for their height (5ft 8) and long natural hair colour and diversity of features which encapsulate J W Anderson. Booking the model over a 24 hour period comes to a fee of ÂŁ15,000.
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The following press and media contacts will be used to send a tip-off about the publicity stunt, and will be contacted to probe about follow-up articles being published. We hope to forge a relationship with the media to ensure the J. W Anderson brand is cemented in the press.
Publication Name: Stylist Editor: Alex Fullerton (Fashion Director) Contact: 020 7611 0389
Publication Name: Dazed-digital.co.uk Journalist: Flora Yin-Wong Email: contributer@dazedgroup.co.uk
Email: alex.f@stylist.co.uk Publication Name: The Independent Publication Name: Vogue.co.uk Journalist: Francesca Burns (Fashion Editor)
Journalist: Luke Blackall Email: l.blackall@independent.co.uk
Contact: 020 7499 9080 Email: f.burns@condenast.co.uk
Publication Name: Metro (London) Journalist: Andrei Harmsworth Contact: a.harmsworth@ukmetro.co.uk
Publication Name: Look.co.uk Journalist: Kate Stephens Contact: 020 3148 6674 Email: kate_stephens@ipcmedia.com
Publication Name: Dailymail.co.uk Journalist: Liz Jones Email: liz.jones@dmail.co.uk
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J.W.Anderson (2012) Rita Ora wearing J.W.Anderson jumper. [image online] [Accessed: 5th December 2012 ]. M Zone (2012) Camden High Street. [image online] Available at: https://mymzone.com/blog/wp-content/uploads/2011/07/Camden-Town.jpg [Accessed: 5th December 2012]. Flick River (2012) Camden Tube Station entrance. [image online] Available at: http://farm1.static.flickr.com/117/282607843_7f1c68739d.jpg [Accessed: 5th December 2012]. Urban75 (2012) Camden Tube Station. [image online] Available at: http://www.urban75.org/london/images/graffiti-camden-tube-01.jpg [Accessed: 5th December 2012]. Tom and Lorenzo (2012) Gwen Stefani. [image online] Available at@ http://www.tomandlorenzo.com/2012/08/cover-girl-gwen-stefani-forelle-uk-magazine.html [Accessed: 20/11/2012] MITNG (2012) Grimes faces the cover for front cover of Dazed. [image online] Available at: http://mediocrityisthenewgenius.com/2012/03/20/grimes-graces-the-front-cover-of-dazed-and-confused/ [Accessed:26/11/2012 Sidewalk Hustle (2012) Grace Coddington for i-D [image online] Available at; http://sidewalkhustle.com/grace-coddington-for-i-d-magazinewinter-2012/ [Accessed: 20/11/2012 Uknown. (2012) Elle Promotion. Elle UK. P.2 Divorce Shift (2012) Daily Mail femail [image online] Available at: http://www.divorceshift.com/?attachment_id=2587 [Accessed:30/11/2012] PR Week (2012) Daily Mail [image online] Available at: http://www.prweel.com/uk/news/995561/gallery/7251/page2/ [Accessed:30/11/2012] Choi,M. (2012) Seoul Style: S/S 2013 Seoul Fashion Week |By Miya Choi [online] Available at: http://www.thefashionglobe.com/seoulstyle-ss-2013-seoul-fashion-week. [Accessed: 30/11/2012] Showstudio.com (2012) J.W Anderson @ London Womenswear S/S 2013 - SHOWstudio – The Home of Fashion Film [online] Available at: http://showstudio.com/collection/j_w_anderson_london_womenswear_s_s_2013/showstudio_j_w_amderson_s_s_2013_fashion_illustrati on. [Accessed: 30/11/2012] Marie Claire (2012) Exclusive Interview: J.W Anderson [online] Available at@ http://www.marieclaire/co.uk/news/fashion/538409/exclusive-interview-j-w-anderson.html#index=I [Accessed 30/11/2012].
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