Acne Studios, Communication Plan

ACNE STUDIOS SILVIA ORDUZ SANTOS BA FASHION MARKETING & COMMUNICATION, LEVEL 6, 2018-2019 MODULE TITLE: 6FAMK005C COMMUNICATION TECHNIQUES AND STRATEGY 3 COMMUNICATION STRATEGY & ART DIRECTION COURSEWORK: CWK1 TEACHER/S: JAIME ROMEU, MAURICIO O´BRIEN WORD COUNT: 3,000

1. INTRODUCTION 2. ABOUT THE BRAND 3. LUXURY TRENDS 4. OBJECTIVES 5. COMMUNICATION STRATEGY 6. MEDIA PLAN 7. PR PLAN 8. EVENTS 9. CROSS EXPERIENTIAL MARKETING 10. CONSUMER ENGAGEMENT 11. SPONSORING AND PRODUCT PLACEMENT 12. THE TEAM 13. BUDGET 14. YEAR CHRONOGRAM 15. ANNEX: INITIAL BRIEF 16. REFERENCES

INTRODUCTION

INTRODUCTION

1. INTRODUCTION In coursework 1, it is aimed to propose a strategic communication plan based on a research and analysis of the industry. To develop this project, I chose Acne Studios. The brand was established in 1996 and has taken off in Sweden.

The company in control of it is private and consists of under 1000 employees. They have over 40 stores worldwide, with the flagship stores in Stockholm, Paris, London, New York, LA, and Tokyo. The brand is known for making nonconventional aesthetic decisions, which are recognizable in the market.

This project includes the creation of a fashion show, communication activities & events organization. In order to achieve this, the idea is to explore different communication and digital tools to synthese the proposal into an proper professional proposition. Throughout this document, a communication plan, concept and development will be explained in detail.

2. ABOUT THE BRAND Based in Stockholm, the fashion house Acne Studios has a multidisciplinary approach due to the interest in art, fashion, architecture, and photography of Jonny Johansson, the founder and creative director of the brand. Acne stands for “Ambition to Create Novel Expressions”. Jonny Johansson claimed he liked the idea of “approaching a difficult world and making it cool”. Through founder and Creative Director Jonny Johansson’s interests, an alternative path has been found, turning Acne Studios into a well-respected creator of ready-to-wear for men and women.

TARGET: The Acne Studios target market is both females and males around the ages from 20-45.The brand main customers are likely to have a middle- and high-class level since products are seen as expensive high ended pieces. This target is likely to work in creative industries or have a strong interest in fashion. They live in the city and in their free time enjoy traveling, art, fashion, design, architecture, and shopping. The ideal customer likes to read independent magazines, they can be described as creative, outgoing, alternative and eccentric.

ABOUT THE BRAND

BRAND'S COMMUNICATION: Acne usually makes new campaigns for each new collection, the brand doesn't commonly use mas advertising tools, but more so for in-store communication and social media, as well as ATL traditional advertising, such as posters and billboards in large cities like New York, London, and Paris. On social media, Acne displays their latest campaigns and collections, as well as the featured fashion shows and events. A big part of the brand’s visuals, DNA is minimalism and modernism, the communication through the visual media keeps the same aesthetic. Moreover, Acne group houses numeral companies under the same name, such as Acne Papers, Acne Junior and Acne Studios. Open in 1996, Acne Studios Advertisements is a full-service creative agency with the ambition of creating concepts that go further from the media and interacts with the everyday life of the audience. The agency is based in Stockholm but has offices in Paris, LA, Berlin, and London. Ikea, Sony, Audi, Hermes are just some of the clients of the Agency.

The brand has a special philosophy on the traditional ways of advertising, they try to find different ways of advertising.

3. LUXURY TRENDS

1.

GREEN IS THE NEW BLACK

Luxury brands have reduced the impact they have on the environment since customers have demand it. As a result, brands now offer eco-friendly products. Moreover, some luxury brands have also banned the use of leather and instead they adopt technology in order to create innovative garments without harming animals.

Social responsibility is also heavily demanded when it comes to high-ended fashion pieces. Numeral of luxury brands have commited to support social causes.

LUXURY TRENDS

LUXURY TRENDS

2.

YOU GO GIRL Feminism cause

beyond

that

being

many

a

trend

designers

is

have

a

joi-

ned. Many catwalks have been seen supporting

feminism

by

using

diffe-

rent designs that reference the cause.

LUXURY TRENDS

3.

INCLUSIVE

Many high fashion designers te

celebra-

diversity

ferencing

by

re-

different

multicultural approaches in their designs.

Models, among fashion

editorials, others.

Many

houses

have

collaborate

with

new

talents

order

to

create

in new

products.

By doing this type of collaboration, brands allow outsiders to implement

their

fresh

vision to the brand.

LUXURY TRENDS

4.

QUALITY CLASIC

Many high fashion designers celebrate diversity by referencing different multicultural approaches in their designs. Models, editorials, among others.

LUXURY TRENDS

5. CUSTOMIZATION

Customization is a trend that have been implemented by several high fashion brands.

This featured make customers feel special and engaged with the brand.

OBJECTIVES

4. OBJECTIVES - Creating brand activation - Reinforcing the brand’s position in the fashion industry - Strengthen the consumer & brand relationship - Connecting with the

brand territory

- Establishing a wider audience in the key market - Generate brand awareness . Achieve customer loyalty - Increase the brand’s exposure through a proper media plan - Transmitting the values of Acne Studios in a proper way through different communication activities - Provide customers with added value through the brand Acne Studios and its products

JANUARY 2019

5. COMMUNICATION STRATEGY LAUNCHING

Set a communication strategy for Acne Studios that reinforce their image and values Strengthen Acne Studios positioning in order to make it more visible Understanding the behavior of the luxury market in order to penetrate it correctly Organize the development of the brand’s creative process in order to growth Increase the word of mouth and opinion leaders to influence customers to buy Generate top of mind among consumers Increase brand engagement on traditional communication media

WINTER 2019

SUMMER 2019

POSITIONING

CONSOLIDATION

COMMUNICATION STRATEGY

During this category, three stages of the communication plan will be presented and developed with the objective of having a cleared idea of the time frame of the different communication stages. Moreover, the idea is to determine the key objectives during each phase while proposing a proper strategy and plan to achieve the expected outcomes.

COMMUNICATION PLAN The communication strategy for Acne Studios is based on the concept of “going back to the brand’s origins” while highlighting the relation of Acne has to art, photography, and craftsmanship in general, as it was at the beginning. In order to achieve this objective, the idea is to merge the traditional concept of the brand with modern trends and create a unique advertisement to engage the audience. It is common for Acne to propose new creative ideas for its communication, which also one of the aims for the new communication content. The plan is to use the brand promise in a literal way through different communication activities. Moreover, the plan is to merge different forms of art in the same scenario.

“Bending the rules” of fashion through art will be done by showing a new and unique form of communication different from other brands in the market, and pushing the established boundaries of the presentation of clothing through those channels.

COMMUNICATION STRATEGY

6. MEDIA PLAN

The media plan aims to explain the selected online and offline media that its pretend to be used in order to develop the annual communication plan.

The idea is to present correctly the communication strategy through different channels explained above. In order to achieve the desired objectives, a launching strategy will also be stated.

TARGET MEDIA: Photography, art, aesthetics, fashion & lifestyle International fashion magazines Editorials with a storng influence of art Lifestyle and design-oriented magazines

KEY MESSAGES:ARTSY

EXPERIENCE

Merging different art fields with the objective of embracing

the

brands

traditional

concept

roots.

Acne Studios has an authentic way to mix fashion with other forms of art and create different and appealing content

MEDIA PLAN

OBJECTIVES: -Strengthen the brand’s promise and key message -Increasing the brand presence in the target’s mind -Using different media channels -Creating top of mind awareness in customers -Positioning the brand in the market through the use of different communication tools and activities -Earn media -Wider brand extension -Connecting with the brand territory -Generating new engaging content by including other forms of art different from fashion -Reinforcing the relationship with existing customers -Establishing a wider audience within the key market -Generating traffic to the online and physical store -Increasing the sales volume

PRINT MEDIA PLAN 1 GRANARY

1.

1 Granary, a magazine by the students of Central Saint Martins. This will help to approach a younger audience.

EDITORIAL: Issue talking about the brand identity PRODUCT FEATURE: Acne art book SPECIAL STORY: Story of the brand and it’s roots

VOGUE UK

2.

Fashion Magazine EDITORIAL: SS 2019 PRODUCT FEATURE: Event coverage SPECIAL STORY: Story of the brand and it’s roots

MEDIA PLAN

VOGUE UK

3.

Fashion Magazine EDITORIAL: SS 2019 PRODUCT FEATURE: Event coverage SPECIAL STORY: Story of the brand and it’s roots

An Other Magazine

4.

Fashion & Culture Magazine EDITORIAL: Collaboration with Artists PRODUCT FEATURE: Event coverage, “La Galerie” SPECIAL STORY: The auction

DAZED AND CONFUSED

5.

Pop Culture & Art Magazine Editorial: Capsule Collection Product featured: Curated fashion items Special Story: Event Coverage

THE GENTLEWOMAN

6.

Fashion & Lifestyle Magazine Editorial: Collaboration with Artists Product Feature: Event coverage, “La Galerie” Special Story: The auction

MEDIA PLAN

PYLOT

7.

Photography Magazine Fashion & Lifestyle Magazine EDITORIAL: Collaboration with Artists PRODUCT FEATURE: Event coverage, “La Galerie” SPECIAL STORY: The auction

HARPERS BAZAR

8.

Fashion Magazine EDITORIAL: Issue talking about the brand identity PRODUCT FEATURE: Acne art book SPECIAL STORY: Story of the brand and it’s roots

ONLINE MEDIA PLAN BUSINESS OF FASHION.COM Business, Fashion, lifestyle & Technology ARTICLE: About the brands roots and its evolution SPECIAL STORY: The launching of a book EDITORIAL: Event coverage

INTERVIEW MAGAZINE.COM Pop, Culture & Fashion ARTICLE: Collaboration with Artists EDITORIAL: Event coverage, “La Galerie” SPECIAL STORY: The auction

MEDIA PLAN

THE IMPRESSION.COM Fashion, lifestyle & Technology ARTICLE: Capsule Collection PRODUCT FEATURED: Curated fashion items SPECIAL STORY: Event Coverage

SOCIAL MEDIA PLAN

1.

INSTAGRAM

On instagram, the idea is to focus on posting daily images and videos featuring garments on an artsy way. Moreover, creating Instagram stories that are different and innovative from other brands, the idea is to promote Acne in a nonconventional way to make it seem different from other brands. Also, promoting the launch of the new campaign with the brand ambassador. Furthermore, the instagram page also serves as an online store due to the purchase feature, so the plan is to promote the garments with the objective of selling them through this platform. instagram serves as a marketing tool to promote the garments and generate more sales as it have the option to purchase an item directly from the picture posted. Also, the plan is to do plenty of collaborations with influencers and celebrities in order to promote the garments and increase brand awareness.

2.

SOCIAL MEDIA PLAN

FACEBOOK

On Facebook, the idea is that the brand mainly announces important events, promotions and the launching of a new collection. the purpose of the brand’s Facebook is to create content and keeping customers informed about the brand’s latest activity. Moreover, it serves as a tool to engage customers by sharing reading content of different curated articles written by the communication team. As Instagram, Facebook also has a purchasing feature that gives customers the option of buying directly from the platform. Moreover, the Facebook page also have the direct link of the brand in order to encourage customers to visit the webpage and generating traffic that will be later translate into sales if customers are interested on the brands products.

3.

YOUTUBE

On youtube, the brand is inconsistent when it comes to uploading videos. The time range between one video to another can be around 2 months away. The idea is to produce more audiovisual content and storytelling. Among the stories that are aimed to be told, the idea is to include photography, art, fashion and design in order to connect with the brand identity. Youtube is a communication tool in order to generate more awareness and build a stronger brand identity.

SOCIAL MEDIA PLAN

4.

PINTEREST

The idea is to use Pinterest to create visual content and moodboards. The brand sort their pins using different boards according to the category they want to display. They have different boards displaying different collections. The plan is to use pinterest to showcase the brands activity and to create visual content.

7. PR PLAN OPINION LEADERS,

OBJECTIVES:

BRAND AMBASSADORS & INFLUENCERS

The main objective is to generate

In order to achieve the communi-

word of mouth and brand desirabili-

cation objectives, the idea is to

ty. Also, to generate brand aware-

influence customers on their pur-

ness by promoting the brand through

chase decisions. To do that, the

different influencers and opinion

plan is to collaborate with di-

leaders. Extending the visibility

fferent

opinion

of the brand and recruiting new

leaders to promote the brand and

customers. Moreover, create brand

generate awareness. These persons

desirability through the use of

must share the brand values in or-

Acne products on the influencers

der to be coherent with launching

lifestyle. Communicate and engage.

strategy.

Brand notoriety and recognition.

influencers

and

PR PLAN

BRAND AMBASSADOR

WHO

JADEN SMITH WHY

JADEN SMITH IS A YOUNG ARTIST WITH AN ORIGINAL STYLE. HE IS PASSIONATE ABOUT ART, FASHION AND MUSIC. THE YOUNGER GENERATIONS FOLLOW HIM BECAUSE OF HIS STYLE AND CHARISMA. JADEN COULD BE A GOOD BRAND AMBASSADOR BECAUSE LIKE THE BRAND, HE IS INNOVATIVE, BREAKS THE RULES AND "MAKES THE WORLD DIFFERENT". BOTH ACNE STUDIOS AND JADEN SHARE LIKELY VALUES, THEY ARE NOT OBVIOUS, CONSTANTLY CHANGING, THEY ARE UNIQUE AND CREATIVE. MOREOVER, JADEN WILL CONNECT WITH A YOUNGER TERRITORY.

HOW

HEAVILY PROMOTING THE BRAND ON SOCIAL MEDIA, WEARING THE GARMENTS TO HIS EVENTS AND SHOW, TAGGING THE BRAND ON HIS POSTS, USING THE BRAND HASHTAGS, ATTENDING TO THE BRAND’S EVENTS AND SHARING HIS EXPERIENCE ON SOCIAL MEDIA AND TO THE PRESS.

OPINION LEADERS

As the opinion leaders, different fashion insiders were selected in order to generate awareness and positioning the brand in the market. These insiders were chosen due to their influence to attract traffict toward a brand.

ACNE STUDIO PAYBACK Clothing allowance to opinion leaders during the launching 2 VIP entrances to Acne events with the travel expenses covered Media exposure Money payback

OPINION LEADERS DUTTY Social media exposure (pictures, ig stories, instagram posts, tweets, mentions) Tagging Acne in all their social media post and using the brand’s hashtags Mentioning the brand through different media channels, including interviews and social events Wearing Acne Studio collection on daily basis and on social events Presence in all Acne Studios events

PR PLAN

WHO?

COLE SPROUSE

CODE IS A MAN OF MANY TALENTS INCLUDING PHOTOGRAPHY AND FASHION. HE SUITS PERFECTLY TO BE ONE OF THE OPINION LEADERS OF THE BRANS DUE TO HIS STYLE AND FASHION TASTE. MOREOVER, COLE HAS A GREAT ENGAGEMENT WITH YOUNGER GENERATIONS, HE USES CATCHING CAPTIONS ON HIS INSTAGRAM POSTS.

ELEONORA CARISI

IS ONE OF ITALY’S MOST FAMOUS “IT” GIRLS”. SHE MAKES PART OF THE FASHION ELITE. SHE HAS AN ENORMOUS INFLUENCE ON THE INDUSTRY AND THE POWER OF GENERATE WORD-OF-MOUTH

INFLUENCERS

Influencers were chosen in order to promote the brand on social media and make it more visible and appealing. These influencers where carefully selected due to their image and the engagement they have with their audience. The objective is that the brand end up being related to this influencers.

ACNE STUDIOS PAYBACK VIP entrance to all the events with travel expenses Allowance to cloth during the launching phase Money payback

INFLUENCERS DUTTY Social media exposure (pictures, ig stories, instagram posts, tweets, mentions) Tagging Acne in all their social media post and using the brand’s hashtags Wearing the brand’s graments and posting the outfits they arranged on social media Mentioning the brand on social media posts Posting pictires featuring the brand

PR PLAN

WHO?

1.

2.

HALSEY

3.

JOEY KING

LIZZY HADFIELD

4.

DEBBY RYAN

5.

SIMI & HAZE

8.EVENTS

OBJECTIVES:

-Presenting the brand to new potential customers through events and PR activities in order to reinforce the brand promise and values in an innovative an authentic way -Strengthening the interest and engagement with previous audience -Generating brand activation -Connecting with a wider amount of audience in the brand territory -Increasing brand’s notoriety and recognition -Promoting the brand through different media channels while reinforcing the brand’s identity and making it more visible and desirable -Achieving the prestige expected to belong to the luxury industry -Achieving earned media -Generating more traffic towards the online store and increasing the volume in sales -Generating brand awareness with the use of social media -Engaging customers and influence their purchase decisions -Positioning the brand in the luxury industry

EVENTS

Four events will be proposed to achieve the stated objectives. Moreover, other activities that will be carried out during the launching phase, such as a charity event and a fashion show. Moreover, the plan is to enhance Acne Studios values and identity troughout concepts that will be included in each event.

EVENT #1: BACK TO THE ROOTS

EVENT #2: LA GALERIE

EVENT #3: THE AUCTION

EVENT #4: FASHION SHOW

1. BACK TO THE ROOTS Sketch, UK: 9 Conduit St, Mayfair, London

EVENTS PLAN

WHERE?

HOW? To reinforce brand awareness and create interest. Building a special connection with guests and influence them to desire and deeply appreciate the brand.

WHEN?

JANUARY 2019

EVENTS

LAUCHING OF ACNE BOOK GOING BACK TO THE ROOTS. The creative concept for this event is based on the idea of going back to the roots and showcasing the brand's identity. For this event, the idea is to create a capsule collection with Acne Studio’s most emblematic best sell pieces and showcasing them on the venue. Moreover, the plan is to create an special issue on Acne Paper telling the brand story in and emotional and interest catching way. The reason why the event will be hosted in Sketch London is because the color palete of the venue fits perfeclty with the brand identity. Playing with forms and layers can lead to the discovery of more complex images that are more interesting for the viewer to explore and look at, as, at its core, the event has to be eye-catching are memorable.

WELCOME DRINKS SPONSORED BY MOET & CHANDON

WELCOME CANAPES SPONSORED BY BREAD & HONEY

EVENTS PLAN

WHAT?

2. LA GALERIE WHERE?

The House of Fine Art - HOFA Gallery, London 58 Maddox

EVENTS PLAN

Street

The idea is to completely curate the original gallery and paint it pink.

WHEN? MARCH 2019

WHAT? Fashion meets art The plan is to create a gallery where art, photography, fashion and design will be showcased. The concept of the event is going back to Acne roots and merging different forms of art in the same scenario. Moreover, the idea is to reinforce the brand identity and message through the event while strengthen its position in the market. To achieve this, the plan is to collaborate with artists that will create special pieces to be showcased at the event. Moreover, the remain pieces will be auction in order to support a social cause.

HOW? The parade will play with the senses of the guests in order to constantly captivate their attention, without distracting them from the collection. To achieve this, during the show various activities will be carried on with the goal of surprising the guests and introducing the platform in an outstanding way.

EVENTS PLAN

EVENTS

3. CHARITY AUCTION UNICEF: “PARA CADA NIÑO”

This NGO helps children to ensure that the rights set forth in the Human Rights Treaty and the Convention on the Rights of the Child are fulfilled and uses part of their funds and fundraising to invest in development programs human in developing countries.

WHERE? Soho House, London

EVENTS PLAN

WHEN? November 2019

WHAT? The idea is to make an auction with different fashionable and artsy items. With the funds collected, the aim is to donate that money to unicef ​​ so they can use to improve the lives of children with low resources.

HOW? The plan is to create a social event where people can gather with the intention of helping children in need.

EVENTS PLAN

EVENTS

4. FASHION SHOW

EVENTS PLAN

WHERE?

WHEN? WHAT?

DESIGN MUSEUM LONDON

AUGUST 30

The catwalk will be a giant record player where the models walk in a circular way around the disc. The idea is to evoke the retro in a creative way in innovative. The turntable will be pink, being the iconic color of the brand. The cover of the record player will be a giant screen where images and videos of help will be shown to complement the fashion show. Guests will be located around the disk. The press will be in front of the disc.

CELEBRITIES ENDORSEMENT: At the fashion show, emblematic fashion insiders, artists and digital influencers will be invited. Our guests will share the parade through their social networks to engage their followers with the brand

HOW?

EVENTS

STORYTELLING: Storytelling: To connect the guests with the fashion show, there will be 4 active pauses, or “wow moments� to catch the audience attention. The first wow moment is when the turntable starts to roll and the music starts to sound. The second moments "wow" is when the key pieces are presented, these will be presented in models that will be skating. The next "wow" moment will be when the fashion film is presented, briefly telling the history of the brand and its trajectory during the last 21 years. To close the event, and the final wow moment, the lights will be turn off and the disc of the turntable will light up, that's when some models will come in with some other special pieces that will be auctioned off at the charity event, so that the guests and buyers awaken interest in attending this event.

EVENTS PLAN

LOOK & FEEL

ACNE STUDIOS// RESORT COLLECTION 2018

MODEL: Veruschka von Lehndorff

EVENTS

MODELS

hese models were chosen due to their relevance to the aesthetic of the brand. Moreover, they are also seen not just like models, but as artists or influencers, in order to highlight the idea of the fashion show being focused on art and self-expression.

SIJIA KANG

ALEYNA FITZGERALD

AIDEN CURTISS

BIRGIT KOS

EVENTS

WINNIE HARLOW

SUI HE

GEORGIA FOWLER

HALIMA ADEN

PRE LAUNCHING ACTIVITIES 1. SAVE THE DATE 2. SENDING INVITATIONS 3. PR GIFTS 4. SOCIAL MEDIA TEASING

EVENTS

1. TEASER To create expectation, the idea is to create a teaser video to encourage our guest to attend to the event. The video should be artsy and original in order to provoke emotions and expectation. The invitation to the event should be interactive, the idea is to use vintage casettes so that the guest have an experience while generating interest towards the event. · Send save the date to VIP people to guarantee their attendance · After saving the date, sending invitations to the artists and celebrities · Confirmation of the attendance · Invite journalists and influencers · Sending a press release

2. RESOLUTION · Welcoming canape and drinks sponsored by Moët & Chandon · Speech from Acne Studios creative director · Fashion Film

3. ACKNOWLEDGMENT AND SALES · Measure the impact of the launching event · Data on the success of Acne launching

SALES CAMPAIGN: SHOWROOM

Inviting independent buyers, to get buyers and agents to be able to purchase the collection. In the showroom there's going to be the sales team to recibe the buyers and help them with their purchases. The buyers will be able to download the app in order to help them to know the technical information of each garment.

EVENTS

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EVENTS

EVENT INVITATION

GOING BACK TO THE ROOTS

The invitation to the event will be made by the use of vintage cassettes. The idea is that the guests connect with their childhood and this evokes in them emotions that are transduced in interest for the event. The sound will be similar to the audio they use on their YouTube videos. It’s supposed to las 1 minute. The color of the cassette will be pink since is related to the brand.

9. CROSS EXPERIMENTAL MARKETING In order to increase brand engagement and having a wider brand presence, the plan is to implement cross experimental marketing strategies in order to do co-branding and collaborate with different brands who make part of the same brand territory. As an expected result, the objective is to increase the word-of-mouth and sales volume.

OBJECTIVES:

-Engaging with new audiences -Brand activation -Increasing word-of-mouth -Earning media -Increasing brand awareness -Making the brand more notorious and recognizable

CAPSULE COLLECTION: CREATIVE CONCEPT

The idea is to create a capsule collection with H&M. This collection must have pieces that represent the identity of the brand. The idea is to use a monochromatic color palette and the representative pink color that represents the brand.

In addition, it is intended to include art in creations as the brand has done before. The art of drawings with lines and the emblematic acne face.

CROSS EXPERIMENTAL MARKETING

x

H&M has done collaboration on the past years with several high end fashion brands and designers such as Karl Lagerfeld, Stella McCartney, Comme des Garcons, Isabel Marant, among others. Making a collaboration with H&M will positionate the brand in a new territory, it will give the opportunity to a younger audience to get to know the brand and purchase it.

10. CONSUMER ENGAGEMENT This sections involves on how the brands plans to activate the brand through the different activities in order to make Acne Studios more desirable and likely to be top of mind.

OBJECTIVES: -Analyzing the brands main touch points -Presenting the brand’s values while reinforcing the brands identity -Increasing the customer’s engagement with the brand by identifying their interests -Creating different activities in order to implement them on the platforms -Generate new sales by getting exposure from consumers of other brands who might be interested in the products offered by Acne Studios -Collaborate with other luxury brand in order to enhance the experience of customers -Seek sales opportunities.

.

CONSUMER ENGAGEMENT

KEY DRIVERS: FASHION FORWARD, UP-TO-DATE, HIGHEST NEED: STATUS SEEKING KEY EMOTIONAL BENEFIT: DRIVEN BY THE PASSION FOR ART, FASHION AND SELF ACTUALIZATION BRAND ROLE: “AMBITION TO CREATE NOVEL EXPRESSIONS” & “APPROACHING A DIFFICULT WORLD AND MAKING IT COOL”.

COMMUNICATION PLATFORM STATEMENT: BACK TO THE ROOTS

CONSUMER ENGAGEMENT

1.ACNE

STUDIOS ART BOOK

The idea is to create a book that tells the story of the twenty years of Acne Studios. This book will be divided into different categories, art, design, fashion and architecture. The book will be hardcover so customers can keep it as a collection book. Moreover, in the book the 20 years story of the brand will be displayed in an innovative and artsy way. The objective is to capture the identity of the brand throughout all the pages of the book.

Furthermore, the idea is to show

how the brand has evolved over time. The book will be curated by Mikael Schiller, the creative director of the brand.

2. THE

APP

An app is intended to be designed in order to engage the customers with the brand. For the app, the idea is to include acne studios and acne paper. The aim is that people can not only purchase directly from the app, but also read the magazine issues. The APP will be launched initially in the UK market, after the fabulous event. More than an app, the idea is to create a platform where customers can be up-to-dated on the latests fashion trends, new technologies, art, music, design, among others. The app will also keep customers up-to-date on the latest events and brand’s activities. This app will help the brand to have a stronger and deeper relationships with its target. Once tested in the UK market, and with a propper global communication strategy, the idea is to implement the APP internationally. The first month, the plan is to evaluate the APP behaviour and include new features.

THE APP WILL HAVE THE FOLLOWING FEATURES: - Purchasing directly from the app - Posting articles about art, photography and fashion - Having more informations about an specific garment: materials, care, who did it - See and purchase new and existing products.

CONSUMER ENGAGEMENT

3.POP

UP STORE

The idea is to open a pop up store with the capsule collection and customization items. This pop up, will be held in London and will be open for 3 months. The store should have the appearance of an art gallery, some walls will be painted with pink, the iconic color that represents the brand.

Moreover, the idea is to collaborate with new young talents and exhibit their art and photography in the store/gallery. the atmosphere of the store must refer to the 90, time in which the brand was created. Inside the store there will be a photobooth for customers to have fun.

There will also be touch screens where the app will be simulated with the intention of customers to downloading it.

CONSUMER ENGAGEMENT

11. SPONSORING AND PRODUCT PLACEMENT SPONSORS:

MONEY, ADVERTISEMENTS AND PRODUCTS

Sponsoring and product placement is an essential tool to promote Acne Studios and generate attention towards the brand, its elements and people associated with it.

OBJECTIVES: - Associate the brand with current relevant people.

- Sponsor and activate the brand in events in territories associated with the brand values through product placement and sponsorships.

- Generate a deeper bond between the brand and target market through a connection with people and events of their interest.

TECHNICAL SPONSORS BREAD & HONEY: CATERING IN LONDON MOËT & CHANDON: CHAMPAIGN

PRODUCT PLACEMENT

SPONSORING AND PRODUCT PLACEMENT

For product placement, in the events there is going to be a special section to promote some garments of the brand. Each product displayed in the event as if they were art pieces and will include augmented reality interaction through the app.

The guests will be able to use the app to scan the garments and this will take them to our webpage where they will be able to see videos on how the garment was made, its materials, cares and price. They will be able to purchase the garment using the app or at the physical event depending on the stock.

The

team

refers

to

the

12.

TEAM

communication

team

that

belong

to

Ac-

ne’s communications department. The team is in charge of creating

and

developing

the

communication

strategies

for

Acne.

OBJECTIVES: -Building a stronger customers relationship with the brand -Reinforcing the brand image -Generating brand awareness and recognition

COMMUNICATION TEAM MEDIA DIRECTOR

ADVERTISING DIRECTOR

COMMUNICATION DIRECTOR

EVENT DIRECTOR

MEDIA DIRECTOR

CREATIVE DIRECTOR

PRESS DIRECTOR

RETAIL DIRECTOR

ART DIRECTOR

SHOWROOM DIRECTOR

PR DIRECTOR

PRODUCER

EXTERNAL DIRECTOR

EVENTS DIRECTOR

PLANNING DIRECTOR

DIGITAL DIRECTOR

COMMUNICATION TEAM

RETAIL DIRECTOR

DIGITAL DIRECTOR

PR DIRECTOR

STRATEGIC PLANNING DIRECTOR

PLANNING DIRECTOR

ART DIRECTOR

MERCHANDISING DIRECTOR

ART & CREATIVE DIRECTOR

DATA DIRECTOR

CRM DIRECTOR EXPERIENTIAL MARKETING DIRECTOR

COPYWRITTING DIRECTOR MARKETING INNOVATION DIRECTOR CONTENT DIRECTOR

ART DIRECTOR

13. BUDGET

BUDGET

EVENT #1: FABULOUS EVENT "BACK TO THE ROOTS" EVENT PRODUCTION

COST PER.1

# OF GUESTS

TOTAL

CELEBRITY & INFLUENCERS

1,200

6

7,200

CATERING

50,00

50

2,500

FLOWERS/ DECORATION

3,000

-

3,000

PHOTOGRAPHER

5,000

-

5,000

TRANSPORTATION

100,00

20

2,000

STAFF & SECURITY

100,00

20

2,000

VENUE

8,000

-

8,000

TECHNICAL: LIGHTS, SOUND

2,000

-

2,000

DJ

1,000

-

1,000

TOTAL: 32,700 EUROS

EVENT #3: CHARITY AUCTION EVENT PRODUCTION

COST PER.1

# OF GUESTS

TOTAL

CELEBRITY & INFLUENCERS

1,200

6

7,200

CATERING

50,00

50

2,500

DECORATION

2,000

-

2,000

PHOTOGRAPHER

1,000

2

2,000

TRANSPORTATION

100,00

20

2,000

STAFF & SECURITY

100,00

20

2,000

VENUE

5,000

-

5,000

TECHNICAL: LIGHTS, SOUND

2,000

-

2,000

DJ

1,000

-

1,000

TOTAL: 25,700 EUROS

BUDGET

EVENT #2: LA GALERIE EVENT PRODUCTION

COST PER.1

# OF GUESTS

TOTAL

CELEBRITY & INFLUENCERS

1,200

6

7,200

CATERING

50,00

150

7,500

DECORATION

6,000

-

6,000

PHOTOGRAPHER

5,000

-

5,000

TRANSPORTATION

100,00

20

2,000

STAFF & SECURITY

100,00

20

2,000

VENUE

10,000

-

10,000

TECHNICAL: LIGHTS, SOUND

2,000

-

2,000

DJ

1,000

-

1,000

TOTAL: 42,700 EUROS

MEDIA PLAN MEDIA PLATFORM

# OF PAGES

PRICE

1 GRANARY (UK)

2

100,000

VOGUE (UK

2

400,000

VOGUE.COM (ITALY)

2

400,000

ANOTHER MAGAZINE (UK)

2

550,000

THE GENTKEWOMAN (UK)

2

600,000

PYLOT MAGAZINE (UK)

2

400,000

HARPER'S BAZAAR (UK)

2

150,000

BUSINESS OF FASHION.COM -

500,000

THE IMPRESSION.COM

-

400,000

INTERVIEW.COM

-

400,000

DAZED (UK)

4

600,000

TOTAL: 4,500,000 EUROS

BUDGET

EVENT #2: FASHION SHOW EVENT PRODUCTION

COST PER.1

# OF GUESTS

TOTAL

CELEBRITY & INFLUENCERS

1,200

30

36,000

INVITATIONS

30,00

150

4,500

DECORATION

50,000

-

50,000

PHOTOGRAPHER

1,000

10

10,000

TRANSPORTATION

100,00

30

3,000

STAFF & SECURITY

100,00

20

2,000

VENUE

60,000

-

60,000

TECHNICAL: LIGHTS, SOUND

10,000

-

10,000

DJ

5,000

-

5,000

TOTAL: 180,500 EUROS

PR PLAN AMBASSADOR

JADEN SMITH

80,000

OPINION LEADER

COLE SPROUSE

35,000

OPINION LEADER

ELEONORA CARISI

35,000

INFLUENCER

HALSEY

35,000

INFLUENCER

LIZZY HADFIELD

25,000

INFLUENCER

JOEY KING

25,000

INFLUENCER

DEBBY RYAN

25,000

INFLUENCER

SIMI & HAZE

25,000

TOTAL: 280,000 EUROS

BUDGET

FINAL BUDGET PR PLAN

280,000

EVENT 1

32,700

EVENT 2

25,700

EVENT 3

42,700

FASHION SHOW

4,500,000

MEDIA PLAN

180,500

POP UP STORE

300,000

CROSS MEDIA

200,000

TOTAL: 5,561,100 EUROS

14. YEAR CHRONOGRAM

Organizing a chronogram on a scheme ensures the communication plan to be more functional and effective. Below there is a general chronogram for the year 2019.

OBJECTIVES: - Determine the activities that will be done - Establishing the due dates for the communication team - Provides the timetable of all the brand planned actions

JANUARY

Event #1: Going back to the roots. Sketch London

FEBRUARY

Brand activation on social media.

Photoshoot to create media content.

Event # 1 follow up Creating content for the youtube channel: Storytelling

MARCH

Sending event #2 invitations.

Brand activation on social media.

PR gifts to influencers and brand ambassadors.

Save the date for event # 2 Press release to announce event #2

APRIL

Event # 2: La galerie.

Acne book launching

MAY

Brand activation on social media.

Photoshoot to create media content.

Event # 2 follow up Creating content for the youtube channel: Storytelling

YEAR CHRONOGRAM JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

NOVEMBER

DECEMBER

Brand activation on social media.

Photoshoot to create media content.

Event # 2 follow up Creating content for the youtube channel: Storytelling Sending event #3 invitations.

Brand activation on social media.

PR gifts to influencers and brand ambassadors.

Save the date for event # 3 Press release to announce event #3 EVENT # 3: CHARITY AUCTION

Brand activation on social media.

Photoshoot to create media content.

Event # 2 follow up Creating content for the youtube channel: Storytelling Acne Studios x H&M Brand activation on social media.

Photoshoot to create media content.

Event # 2 follow up Creating content for the youtube channel: Storytelling EVENT #4: THE FASHION SHOW

Brand activation on social media.

Photoshoot to create media content.

Event # 2 follow up Creating content for the youtube channel: Storytelling

MEDIA CHRONOGRAM JANUARY

1 Granary Editorial: Issue talking about the brand identity Product Feature: Acne art book Special Story: Story of the brand and it’s roots

FEBRUARY

VOGUE (UK) Product Feature: Event #1 coverage Special Story: Story of the brand and it’s roots AnOther Magazine (UK) Editorial: Collaboration with Artists Product Feature: Event coverage, “La Galerie” Special Story: The auction VOGUE (Italy) Fashion Magazine Editorial: ss 2019 Product Feature: Event coverage Special Story: Story of the brand and it’s roots AnOther Magazine (UK) Editorial: Collaboration with Artists Product Feature: Event coverage, “La Galerie” Special Story: The auction Dazed (UK) Editorial: Capsule Collection Product featured: Curated fashion items Special Story: Event Coverage

MARCH

APRIL

MAY

JUNE

YEAR CHRONOGRAM JULY

AUGUST

SEPTEMBER

OCTOBER

The Gentlewoman Editorial: Collaboration with Artists Product Feature: Event coverage, “La Galerie” Special Story: The auction Pylot Magazine (UK) Fashion & Lifestyle Magazine Editorial: Collaboration with Artists Product Feature: Event coverage, “La Galerie” Special Story: The auction Harper's Bazaar (UK) Fashion Magazine Editorial: Issue talking about the brand identity Product Feature: Acne art book Special Story: Story of the brand and it’s roots Business of fashion Business, Fashion, lifestyle & Technology Article: About the brands roots and its evolution Special Story: The launching of a book Editorial: Event coverage

NOVEMBER

The impression Article: Capsule Collection Product featured: Curated fashion items Special Story: Event Coverage

DECEMBER

Interview Magazine Pop, Culture & Fashion Article: Collaboration with Artists Editorial: Event coverage, “La Galerie” Special Story: The auction

15. ANNEX:INITIAL BRIEF

BRAND Acne Studios

PROJECT NAME AND A SHORT DESCRIPTION Communication Plan for Acne Studios DATE OF ASSIGNMENT 20th of December CORE AUDIENCE PRIMARY TARGET: The irreverent fashionista: This audience has a strong interest in self-actualization, they follow trends and have a strong interest in fashion, however, they have a strong identity and are looking for not mainstream options. They are up-to-date in the latest trends and they follow them but they look for special pieces of cloth that shape their personality. Most of them belong to the fashion industry.

SECONDARY TARGET: The creative fashion forward: The main audience is people interested in art and fashion who also care about sustainability. This target is mostly interested in finding pieces of cloth that give them a social status since they are status seekers.

BRAND PROMISE “The name Acne stands for Ambition to Create Novel Expressions� (Guardian, 2013). However, the name used to be most commonly known for a skin disorder providing unfashionable and uncool associations. The brand aims to give a fresh perception to something that is thought to be old-fashioned.

BRAND CHARACTER -Independent: Original, alternative, artsy -Contemporary: Modern, up-to-date, exclusive, expressive, self-confidence -Progressive: Advanced, in-the-know -Ready-to-wear: and also easy to wear, minimalistic designs, focus on both form and function, high quality -Creative: open-minded, successful, high class, quirky WHAT IS THE BUSINESS ISSUE THE BRAND IS AIMING TO SOLVE, THE AUDIENCE, THE OPPORTUNITY? Identifying which products have a wider opportunity in the market and developing a strategic plan to promote and increase sales Expanding the brand while opening online shipping options in countries where it doesn't exist a physical store

Generating brand awareness through the use of nontraditional forms of communication and advertisement Being faithful to the brand character which is the “ambition to create novel expressions” Increasing the brand loyalty while implementing 3.0 and 4.0 communication tools WHAT IS THE ASSIGNMENT? - Developing an annual communication plan for Acne Studios WHAT IS THE DESIRED OUTCOME, WITH MEASURABLE KPIS? -Measure the connection and acceptance between the brand and the audience by the popularity in social media (the among of followers likes and hashtags) -Website: the number of web traffic.

-General (Participation in PR events.)

-Implement 3.0 and 4.0 Communication -Generating engagement with both the primary and secondary target -Generating advertising strategies and BTL activities to engage the audience WHAT IS THE INTENDED SOURCE OF VOLUME (I.E. BRANDS)?

Acne Studios WHAT IS THE CORE AUDIENCE'S DESIRED ATTITUDE TOWARD THE BRAND Current: The brand is well positioned in the market, they have numeral stores in Europe, Asia, and the united states. People perceive the brand as high class and expensive which attracts status seekers.

Desired: Generating a greater and deeper connection with the target in order to increase sales and customer loyalty WHAT IS THE CORE SELLING MESSAGE, THE SINGLE MAIN IDEA? involving communication 3.0 and marketing 4.0, increasing customer loyalty and engagement with the brand WHAT ARE THE MANDATORIES (DO’S AND DON’TS) DO: -Collaborating with brands that have special interests in art, design, photography, and culture in order to generate a further customer experience and brand perception.

-Engaging the secondary target with the purpose of turning them into loyal customers -Generating brand awareness through the implementation of new advertising strategies -Putting into effect 3.0 and 4.0 Communication

-Creating an H2H type of communication to engage the target and the brand -Hosting PR events -Creating content that follows technology trends DON’T Avoiding mainstream and massification Not including 3.0 and 4.0 Communication Not being coherent with the brand values and character Using traditional advertising tools

DUE DATES (INCLUDING REVIEWS OF WORK-IN-PROGRESS) · Briefing: · Step 1: TBD o A proposal, the initial brief · Step 2: TBD o Organization of the event · Step 3: TBD o Event

16. REFERENCES

Carla Reinhard (2014). Brand Analysis - Acne [online]

Available at: https://issuu.com/carlareinhard/docs/research_journal [Accessed 29th November 2017] Chris Danforth (2015). “If We Love It, Then People Will Love It.” – A Discussion with ACNE Sweden [online] Available at: https://www.highsnobiety.com/2015/03/25/jonny-johansson-tomas-skoging-acne-interview/ [Acesssed 9th January 2018] Jack Moss (2017). Acne Studios: SS16 campaign and exclusive interview [online] Available at: http://www.10magazine.com/news/acne-studios-ss16-campaign-exclusive-interview/ [Accessed 6th January 2018] Lauren Juddbranding (2017). Acne Studios SWOT Analysis [Online] Available at: https://laurenjuddbranding.wordpress.com/2017/02/10/ swot-analysis/ [Accessed 29th December 2017] Paolo Riversi (2017). Ad campaign: Acne Studios SpringSummer 2017 [online] Available at: http://awake-smile.blogspot.com.es/2017/02/ad-campaign-acne-studios-springsummer.html

[Accessed 2nd December 2017]

The Fashionisto website editors (2016). Robin Kegel fronts Acne Studio’s quirky spring campaign [online] Available at: https://www.thefashionisto.com/acne-studios-2016spring-summer-mens-campaign/ [Accessed 11th December 2017] Roxana Enache (2016). Abstract Portraits [online] Available at: https://www.behance.net/gallery/38297799/Abstract-Portraits-Editorial-for-One-Magazine-NY [Accessed 13th December 2017] Wikipedia editors (date n/a). Acne Studios [online] Available at: https://en.wikipedia.org/wiki/Acne_Studios [Accessed 24th November 2017] Natalia (2017). Acne Studios [online] Available at: https://issuu.com/natalia2399/docs/acne_studios_interactive_pagine_sin_7230ce216a88b6 [Accessed 6th January 2018]