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Fashion strategy

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by

Kim Khan

on 16 July 2014

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Transcript of Fashion strategy

August 2014
July 2014
September 2014
Unique 21 Marketing Action Plan
Setting up the company
Agree name
Register Company
Register domain name: pay due consideration to .com availability if planning on international expansion
Create a logo
Consider a tag line
Agree a positioning statement e.g 'feminine clothes for young fashionistas'
Social Media
Initiate:
Facebook
Twitter
Pinterest
Instagram
Google+
Will need budget to Promote outlets and gain followers

Populate all the above with:
coming soon messages
teaser campaigns
garment previews
PR
- Create media lists
- Create list of stylists, talent managers etc
- Draft & issue letter of introduction
- Negotiate & implement sampling programme
- Source product placement
- Agree policy on gifting events
- Establish PR campaign details
Drafting trend prediction press release
Drafting product-led press release, etc
Steal Her Style, Get the Look features
Product led releases
Trend articles

Photography
Search experienced fashion photographers to produce high quality images for social and print media
SKV to advise upon quality, speed of production etc
Potential studios include:
Advertising
To ensure audiences search for the website, a comprehensive advertising campaign should be implemented
Celebrities
Negotiate package with agents :
photoshoots
press interviews
wearing clothes
£10k - supply clothes for celebrity to wear & Tweet/ Instagram
£30k - photoshoots, press interviews, wearing selected garments to events
Trade Shows - B2B
Pure London
Measured by
Online
Print media
Measured by
- Numbers of:
Likes
Followers
Shares & Re-tweets
- Coverage
- AVE
- Media Requests

Facebook: promote Posts
Google: Display Network
Twitter: promote Tweets
Short lead
Look
New
Cosmopolitan
Glamour

UK’s leading fashion buying event
Over 12,000 buyers from independent and department stores
Potential celebrities
Bands / Singers
Little Mix
Neon Jungle
Tamera
Ella Eyre


Reality Shows & Presenters
Big Brother
Geordie Shore
Becca Dudley (MTV)
Overview
Thank you
August 2014
Buy exhibition space for February 2015
SKV to provide press support and help invite buyers to the stand

Short lead
Closer
REVEAL
Long lead
Marie Claire
Company

Fee:
*no charge*
Aug Week 1
Week 2
Agree name
Register company
Register domain name

Create logo
Tagline
Positioning Statement
Fee:
2 hours daily
60 hours per month
Week 1
Week 2
Week 3
(Facebook)
Decide on competition
win clothes or other prize
Day out
Meet a celeb
Host event
Decide instructions
Design outfit
Picture
Like
Share
Continue to promote and publicise competition
Across various forms of media
Pick winner

Facebook
Competition
Like & Share to win
Twitter
Link with Facebook competition
Folllow to win
Pinterest
Create five boards
Instagram
Follow & regram
Google+
Add to circle to win
Contact winner (runners up)
Arrange announcement
Arrange publicity
Contact magazines, blogs, online
Maintain social media presence via
Photos
Statuses
Competitions
Pictures
Celeb gossip
Quotes
Measured by
- Coverage in print and online
- AVE (Advertising Value Equivalent)
- Media Requests from journalists
- Demand from suppliers

Lists
Media lists, stylists, talent managers
Letters
Photos
Introduction
Policy agreement
Product placement
Gifting events
Competition budget/calendar

PR Campaign details
Need to decide:
Potential PR stunt
Releases
Trend predictions
Product-led press releases
Seasonal PRs
Targeted feature PRs
Measured by
- High quality images which are suitable for UK market including media and website
- 4 hours per week

PR media action
Contact media and liase with network
August - September
Pitch for Back to Education features
October:
Pitch for Christmas features for long leads
press release, bio, fact sheet and images
Week 1
Week 1
Week 2
Ongoing
Measured by
- Return in investment
- Reach
- Public discussion & interaction
- Demand from suppliers

Budget
- Allow £30k for one year

Draper AW15 Show, London
High Street Preview show
Exhibitor Space
April - nominate Drapers Awards
London Fashion Week, London
May, February, September
Womens Wear Daily (WWD), London
Moda UK, London
Several worldwide shows yearly, London,
August, February
Aim for Feb 2015
Budget considerations
Moda UK
One square meter at the February 2015 show is £210 + VAT (27.7%)
Attendance of SKV representative to liase with journalists
Full transcript