jane birkin bella bag event
manon audibert & tenisha clarke
hbd, Jane bella bag
concept & vision Dear Cassandra, We h o p e t h i s l e t t e r f i n d s y o u w e l l . We a r e a l s o v e r y e x c i t e d f o r this upcoming project for visual display for the store. Our concept is quite unique and will bring some refreshing energy to the hustle and bustle of the holidays. Our vision for the Bella Bag winter v i s u a l d i s p l a y s i s t o s h o w c a s e o n e o f f a s h i o n ’s b e l o v e d i c o n s , J a n e Birkin. Not only is she a fashion visionary but also, as we all k n o w, t h e n a m e s a k e o f t h e c l a s s i c H e r m e s B i r k i n b a g . We f e e l t h a t s i n c e y o u c a r r y q u i t e a p r o m i n e n t s e l e c t i o n o f f i n e h a n d b a g s , i n c l u d i n g m a n y H e r m e s a n d B i r k i n s i n p a r t i c u l a r, i t i s quite fitting to highlight someone like Jane, who was the muse for a handbag phenomenon. Her birthday falls beautifully and fittingly on December 14th, and we thought, “what a better idea than to celebrate her birthday!” S t a r t i n g f r o m t h e m o n t h o f D e c e m b e r, o u r i d e a i s t o s h o w c a s e J a n e prominently in the window through use of a large image of herself, and highlighting her signature bag. Balloons, candles, and glam, a l l t h i n g s t h a t w e f i n d w o u l d e n c o m p a s s a B i r k i n b i r t h d a y. T h e n , on the Thursday before the 14th, we would like to throw an event s h o w c a s i n g H e r m e s , s p e c i f i c a l l y B i r k i n s a n d o f c o u r s e J a n e . We believe that fashion connoisseurs have a calling for Birkin, and h e r a e s t h e t i c , n a t u r a l b e a u t y, a n d c h a r m h a v e a n d c o n t i n u e t o f o l l o w h e r. I n t h i s d o c u m e n t , y o u w i l l f i n d i n s p i r a t i o n a l i m a g e s , m o o d b o a r d s , a n d o u r i d e a s f o r t h e w i n d o w, i n - s t o r e d i s p l a y s , a n d f l o o r p l a n s f o r t h e d u r a t i o n o f t h i s s h o w c a s e . We a r e c a l l i n g i t “HBD, Jane” adding a more modern twist, and we hope you love it as much as we do!
sincerely, manon & tenisha
hbd, Jane
customer profile Name: N a t a l i e M o o r e Age : 2 9 I n com e : $ 1 2 0 , 0 0 0 Pr of e s s i on : B u s i n e s s w o m a n L oca t i on : B u c k h e a d , Vi r g i n i a Highlands, Midtown, Ansley
A ct i v i t i e s / I n t e r e s t s : O u r
customer is a working girl, she values her time, money and quality of life. While she is making a good living, she feels it isnt the time to splurge on a brand new designer bag. Instead, she loves having the option of a luxury consignment environment, where she knows she will find what she is looking for and can trust the q u a l i t y a n d a u t h e n t i c i t y. Besides shopping, our girl is a major fashionista, she enjoys drinks with girlfriends, traveling, spending days at the f a r m e r ’s m a r k e t a n d local libraries burried in a great book.
marketing strategy Our idea for the marketing strateg y is to start building event awareness early on, and get people excited about it. The displays will go up starting December 1st, however we will begin advertising for t h e e v e n t s t a r t i n g i n m i d - N o v e m b e r. B e c a u s e t h e h o l i d a y s e a s o n i s always so busy for customers, we need to address the event as a great way to get away from the stress of the holidays and relax. Our first way to reach our customers is through the stores, since these are our most loyal customers. As stated, starting mid-November it is important sales associates begin to talk about the event to the customers in stores. There will be the invitations in stores for anyone interested. Aside from promotion in store, we will also mail invitations on November 10th to loyal customers, inf luencers and tastemakers of t h e At l ant a are a , a s w e l l a s e x e c ut i v e m an a g e r s of b out i qu e s an d high-end retailers. As noted on the invitation, there will be an rsvp for the e vent its elf. This is not a strict rsvp, howe ver it is important that we are able to get a close headcount of how many attendees there will be. Of course social media will be a huge area to promote our event, considering Bella Bag has 17.6k followers on Instagram. Instagram will definitely be the top social media platform, as we will b e a b l e t o p l a y w i t h g r a p h i c s a n d i m a g e s t o p r o m o t e . H o w e v e r, w e w i l l a l s o b e u s i n g Tw i t t e r a n d F a c e b o o k t o p r o m o t e t h e e v e n t a s w e l l . Below are the hashtags that will be incorporated into each social media post to get our followers to continue to post and use the designated hashtags as well. Social Media Hashtags: #hbdjane #birkinxbellabag #birthdaybirkin #bellabagbirthday
We w o u l d a l s o l i k e t o o f f e r a s o r t o f i n c e n t i v e f o r o u r g u e s t s w h o attend the event. The first 10 people who enter between the hours of 6 and 9 pm during the day of the event will receive 40% off one bag. The 40% comes from the fact that Jane was born in the 1940s, 1 9 4 6 t o b e e x a c t . We f e e l t h i s w i l l b e a g r e a t w a s t o g e t c u s t o m e r s e x c i t e d a n d t h r o u g h t h e d o o r s q u i c k l y. A l s o , t h e r e c o u l d b e a potential social media promotional deal, where is someone reposts o n e o f o u r I n s t a g r a m p o s t s a n d t a g s a f r i e n d ’s n a m e , t h e i r n a m e w i l l be put in a raffle to win some fun Bella Bag goodies. It is important that we keep our social media posts fresh and constant. On the next few pages, there are some examples of posts we will feature during the promotional time-frame. We w o u l d l i k e t o h a v e a p h o t o g r a p h e r o n t h e d a y o f t h e e v e n t , t o t a k e p h o t o s o f t h e a t t e n d e e s , a t m o s p h e r e a n d e n e r g y. A f t e r t h e e v e n t i s o v e r, w e w o u l d l i k e t o s h o w c a s e t h e s e p r o f e s s i o n a l p h o t o s o n o u r social media platforms for our guests to be able to access. Understanding that the in-store space isn’t huge, we will not be able to accommodate masses of people, which is why we have to moderate how we publically advertise this event. While promoting in local Atlanta magazines may be a great way to do outreach, it might also be an overwhelming amount of attendees. This is why diligently promoting through social media platforms, direct contact with customers, and mailing more personal invites to specific people, will be the best for this event.
event invitation
happy birthday jane
bella bag
invites you to an evening celebrating a beloved fashion icon Bella Bag Thursday December 3rd 6pm - 9pm rsvp to hbdjane (at) bellabag.com
floor plan
wall fixture
wall fixture
cash wrap
wall fixtures
party table
display table
floor display
window
entrance
window
bella bag
birkin bags &
& cigarette drags
display window
end