spring/summer collection 2013. about whistles reposition in the fashion industry ceo jane...
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Spring/Summer Collection 2013
About Whistles
• Reposition in the fashion industry• CEO Jane Shepherdson• Aesthetic: Progressively assembled
as a recognised, high-valued brand• Pared-down minimalistic style, sleek
youthfulness and soft tailored details
The Whistles Woman
• Urban and elegant• Age: Between 20-50• Effortless, dignified fashion style• Postgraduate student or professional• Outgrown high street mass-markets• Want to purchase sophisticated, long-
term investment pieces• Look for great design, with a little
edginess
Brand PositionBridge gap between high-street and designer Is distancing itself from H&M, River Island and other mass-market retailersBrand position: Premium, middle-market fashion brandPremium: Able to justify higher prices through style, quality and service
Social Media Presence
App? Microsite?
Main Competitors
The SS 2013 Collection
• Classical style with a modern twist
• Tells a story through design, fabric and colour
• Cocktail dresses in vibrant prints, tailored sportswear pieces and cool suiting
• Pieces can be crossed over and merged
• Mix the traditional British style with the innovative and modern style of Whistles
Instagram Sneak-Peaks
• Photos showing the planning, creation and exclusive details of the new collection
• Followers will take part in the journey of launching a collection
• Must update on a regular basis (preferably once a day)
• Engage followers: Ask questions and give quick responses
• Show the brand value: Precise tailoring and quality fabrics
Whistles Virtual Showroom• Microsite: Expose the entire
collection in a visual and interactive way
• Short, virtual clips of models wearing pieces from collection
• Interaction through sidebar Twitter application
• Assemble launching and promotional ideas
• Used to give an in-depth presentation of the collection
• Generate awareness and engagement
Mobile App:‘The Personal Experience’
Extension of the virtual showroom
My Outfit: Provide customers the opportunity to mix and match the pieces from the new collection
Our stores: List of department stores. Description of the directions and facts about the local area – including tips on what to do in the area
Linked to Twitter, Facebook and Instagram
Launched simultaneously as the new collection
Celebrity Endorser: Lily Collins• Typical Whistles woman: Stylish, creative
and smart
• Appealing to the younger part of the target audience
• Daughter of Phil Collins: Represent the classical, but edgier part of British heritage
• Two upcoming premieres in May and June – create additional attention
• Press photos showing cultural British treasures
• Participate in pre-launch, launch and additional interviews and press appearances
• Featured in Fashion Magazines and the fashion sections of traditional newspapers
Exclusive Pre-Launch Event
• Exclusive offer for loyal customers and supporters of Whistles, and media representatives
• Venue: Leonard Hotel or the Dorchester in London
• Traditional English Theme: Afternoon tea, fish’n’chips and Pimm’s
• Creative mix: Use real models to present the collection instead of having the pieces on racks
• Pictures from the event will be published after the launch on Facebook and Pinterest + on microsite
Bloggerish Styling Challenge• Style contest: Ten of the most influential
fashion bloggers will be asked to style an outfit from the new collection
• Examples: UK’s Bip Ling and Sweden’s Carolina Engman
• Outfits will be distributed in ten different stores across the country
• Customer decide: Vote using QR-code in store or through microsite (where all contributions will be featured)
• Blog winner and selected customer will part-take in shopping spree in one of your stores
• Buzz on national and international media distributions + on participating blogs
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