fred hates fashion 2015 - sponsorship kit
DESCRIPTION
ÂTRANSCRIPT
7 D
ESIG
NER
S. 7
FIL
MM
AKER
S. 7
FAS
HIO
N F
ILM
S. 1
RU
NW
AY.
MED
IA K
IT
AUGMENTED REALITY READY[DOWNLOAD ''LAYAR'' APP TO INTERACT]
WATCH NOW
WELCOMEWILLKOMMEN
ようこそ
Bienvenue
안녕하세요
xin chao
THIS DOCUMENT AND THE INFORMATION IN IT ARE PROVIDED
IN CONFIDENCE, FOR THE SOLE PURPOSE OF PROVIDING
FURTHER INFORMATION ON CONCEPTUAL IDEAS AND
STRATEGIC DIRECTION FOR FHF'S 2015 CAMPAIGN EXECUTION,
AND MAY NOT BE DISCLOSED TO ANY THIRD PARTY OR USED FOR
ANY OTHER PURPOSE WITHOUT THE EXPRESS WRITTEN
PERMISSION OF THE CREATIVE DIRECTORS OF FRED HATES
FASHION.
7 hand-picked emerging and established designers, 7 of the best emerging directors of the local film scene and 7 music composers take on the challenge of creating their own fashion films.
Culminating in one epic runway, fashion films will be premiered and collections will be showcased for the weekend launch into MSFW 2015.
After another successful year, Fred Hates Fashion returns for its third show in partnership with Melbourne Spring Fashion Week curated by the City of Melbourne.
+
+ Background
+
"fast growing as an important event on the Australian fashion calendar" - Kate Morgan, Collective Workshop
"A well oiled
spectacular" -
Spook Magazine
"Melbourne's most savage filmmakers and creative events designers"
In 2013, Fred Hates Fashion redefined the
experiential realm of fashion events. 2014
saw the experience pushed even further
with the collaborative efforts of Lizzie
Sharp of LVS and the make up and visual
FX team.
Hailed by Fashion TV International as the most forward thinking underground fashion experi-ence, creative director Hinny Tran and newly appointed co-creative director Allan Lim bring the experience to a new level adding the subject of virtual and augmented realities, wearable tech and, a newly applied psychological format to the creative event mix.
With a fresh new face and unexpected brand evolution, Melbourne's fashion scene prepares itself for Fred Hates Fashion 2015. Fred is for the curious, fashion-forward and creative mind.
Watch their films, see their clothes and revel for the ultimate in Melbourne fashion at Fred Hates Fashion, because YOU LOVE FASHION SO MUCH THAT YOU HATE IT.
FRED'S MISSION
Fred Hates Fashion is about experiencing a powerful collaboration of artists and creatives.
Fred Hates Fashion, at its core, is about communicating the need for self expression that the world is craving for.
We exist to provoke independent thought and to inspire action.
Fred represents an open mind and a driving curiosity to hypothesise design, document experiences that make you wonder and telling stories that are worth remembering.
1Pioneer new frameworks that unlock
communication between consumer and
brands.
FRED'S OBJECTIVES
Promote a business model where artists
and supporters partners co-create and
collaborate
Uphold and maintain industry leadership
and be the point of reference for
creativities and the defining independent
benchmark of standards, globally.
Expand and become the world’s most
anticipated independent fashion event
2
3 4
FHF SPONSORSHIP OPTIONS
SHOWBAGACCESS VIP ENDORSERS + INFLUENCERS
FHF x SPONSORPRODUCT COLLAB
- VR headset- Smart watch
- The story
SPONSORS
BRANDED CONTENT- Video ads - Product Placement- Event- Website- Social media
FHF MERCH- VR headsets- Wearable tech- Cap/scarf etc- Packaging
FRED IN PRINT + AR:PROGRAM MINI MAG:
- Augmented reality Look book-PROGRAM mentrion- Adverstising pages
FHF SHOP LTDE-STORE- Web banners- Featurette + Product offering
PRESTIGIOUS MENTION- Designer support- BRANDED cause related - Good will collab video- Artist Award Recognition
KIOSK- Installation developed by artists- Product display + Demo + Integration
BRANDED EVENT- Projection mapped building- Presenter Logo- Sponsorboard - Entrance print banner- Video coverage- Designer posters- Backstage branding
1 x PRESENTING PARTNER4 x MAJOR SPONSORSHIPS10 x CATEGORY-EXCLUSIVE [REQUEST FOR MORE DETAILS + OPTIONS]
OPPORTUNITY DATES: 1st FEB - 29th AUG
+ Access buying power of early adopters, opinion leaders. Expose your brand to our target demographic and industry influencers to build your brand’s reputation.
+ Evolve existing paradigms with social experiments and new behavioural inference. Posi-tion your brand as an innovative market leader.
+ Advocate innovation and refine your brand’s values and attitudes about the future. Voice your brand positioning through our shared messages.
+ AD
VOCA
TE
+ AC
CESS
+ EV
OLV
E
SPOnSORSHiP OPPORTUNITIES +
+ W
EAR
ABLE
TEC
H
+ AU
GM
ENTE
D R
EALI
TY+
VIRT
UAL
EXP
+ 3
D V
IDEO
This year FHF is moving in the direction toward the promotion of smart wearable
tech. Wearable tech is fashion of the future. Not only is it sustainable, but also
enhances personal awareness, pysical capabilities and influences the way people
think, behave and interact with the world.
Wearable tech is predicted to be one of
the largest and fastest growing
industries is in the global market from
2015 to 2019. Virtual reality headsets
utilise the Technology already available
via mobile devices and are available to
consumers at a price between $30 - $200
+
+
WHAT'S NEW?
THE NEW FRED
+ 20
14
+ 20
13
+ 20
15: R
OW
ENA
X KFred is a pervert for fashion. A freak.
Passionate and awkward. The person that
you you would most suspect to be a serial
killer. Fred is interesting because she has
such convincing obsession for material
things and perceives fashion with all 5
senses. Fashion is the experience.
THE FHF DNA
7 7
7
10100+
Designers
3
2Directors
Producers
Arts Dept
Management
Filmmakers
Support + Volunteers
Composers2
DESIGNERSAlabama BlondeGabrielle BrownJasmine AlexaVincent LiYesterdays Virgins
We built this team over the last 3 years by investing in people
and the relationships we have with them. Integrity has been
the characteristic in bringing this team together. We aim to
make a positive contribution with real measurable progress in
the way our world expresses itself. A diverse lot of individuals
united by a shared passion to impact and evolve current
fashion trends.
Here are a list of our designers and key artists this year:
FILM MAKERS Andrew LeeDan Von CzarneckiJames PlantSteash (Stepanka & Ashton)Tim Brade
KEY ARTISTSEden Swan - Sound designer / Music actBrad hammond - Projection Artist / TechnologistJake Stollery - Installation Artist
HEAD OF MAKEUPLizzie Sharp (LVS)
Behavioral & Psychographic: Open minded, forward thinking, highly social, interested in film or fashion or creative and visual arts.
Gender: 25% male 65% female equally
Age group: 24-35
Geographic: Inner Melbourne
Values: Young optimism
EntrEprEnEurial
StylE ConSCiouS HEaltHy lifEStylES
SoCially awarE
tECH Savvy
CauSE rElatEd purCHaSES
Target Demographics
FHF targets the niche market demographic - we call
this segment Fred. The mysterious grey area in larger
segments such as Millenials and Young Optimists. The
future of fashion consumption is moving toward
Revolutionisers of the share econmony, this demographic
are in no rush to get married or buy a house and will
share amongst the community almost anything they can
conceive, except for smart phones.
Based on a significantly large response received in previous years, it is seen that
mature groups (35-50) outside of this target range genuinely enjoyed the experience as
well, leveling Fred’s mean age to ≈ 28. Retention rate is high with approximately 80% of
previously purchasing guests, returned for another FHF show in 2014.
INTERNATIONAL
Unique visitors 59,529 & eNewsletter subscribers 10,400
Facebook Fans - 17,000
Twitter Followers - 5639
Instagram - 7,347
4230+ page likes
1,340 unique visitors per month
82% likes 18-34 year olds
250,000 organic reach (Aug 2013- Oct 2013)
5,729 unique views per month704 average audience size
No. #FREDHATESFASHION
total likes 6000+
28 videos
11,163 views 19 videos
38k+ views
MEDIA REACH
1,000,000+
20,000+
22,000+
10,000+
9,000+MANZINE
28 videos
7k+ total view
33k+ impression (embed loads.)
VIDEO METRICS
FEATURES IN MEDIA :
Route 86/96 most busiest in VictoriaEstimated on the day - Passersby s on Tram 75,000
TOTAL Impressions Online and Offline = 1,062,050Current Impressions Growth Rate = 38%
Fred Hates Fashion was established as
a new concept runway to also stage
fashion films with a highly organised
collective group of designers, visual
artists and filmmakers. Their shared goal is to tell stories worth remembering.
FHF FASHION FILMS
"We’ve known for a long time there is no ‘buy’ button in the brain. But social experiment results show there’s a ‘story’ button."
''Both storytellers and the listeners had
very similar brain activity despite the
fact that one person was producing
language and the others were
comprehending it.”
Fashion film is one of the fastest growing mediums in the creative marketing
industry, the platform allowing for holistic integration of emotive story telling
that connects with people."Three of the eight test subjects showed more love for brands than people, discussed at SXSW, Dr.Paul Zak.
If a picture is worth a thousand words, then a video is worth millions. In fact,
according to Insivia, one minute of video is equal to 1.8 million words.
DATE: 29.08.2015TIME: 7:00PM
Click here to view 3D runway model
Designers will be provided with models in partnership with modelling talent agencies,
suitably chosen by the casting team.
Together, FHF and LVS deliver the stage production for the main event:
Director of Hair and Makeup Department: Lizzie Sharp
1st Assistant to Director: Taryn Gionis
Director of Styling/Wardrobe Department: Joel Gionis
No. OF LOOKS: Approximately 15 looks from each designer are launched down the
runway.
EVENT: Fred hates fashionVENUE: Royal exhibition building TIME: 7:00 - 11:30pm
ADMIT ONE: CURIOUS ABOUT FASHION
TYPE: SingleBOOKING NAME: Kesha Rose PRICE: BOOKING NUMBER: 11051 988 333FHF MAIN EVENT
/fredhatesfashion
@fredhatesfashion
@fredhatesfashionfhf Information: Address: 2/182 Mckean St Fitzroy
North, VIC 3068 ABN: 51 601 282 672
/fredhatesfashion
/fredhatesfashion
General Enquiries [email protected]
Hinny Tran | Creative Director Contact for: Sponsorship Management, Partnership investment + Video Content [email protected] 0412 134 464
Allan Lim | Co Creative Director Contact for: Content Management; Image and Photography, Rights usage, Designer management, Media Management [email protected] 0422 318 909
Dave Silvester | Tech Supervisor Contact for: Tech, equipment, stage set [email protected] 0415 782 278
Danielle McRorie | Marketing and PR Manager Contact for: Press + Media [email protected] 0458 085 809
Jake Hooper | Logistics Contact for: Logistics and HR [email protected] 0428 940 584
Dee Huynh | Event Director and Strategic Brand Manager Contact for: Event Production and Sponsorship Management [email protected] 0415 782 278
Stephanie Ferraro | Business Strategist & Relationship Manager Contact for: Merchandise Enquiries and Sponsorship Management [email protected]
CONTACT