SADIE WILLIAMSPR & SOCIAL MEDIA

STRATEGY

BY ESME SACKEY1

The Client The Abstract Current Market The Communication Strategy References&Bibliography

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Sadie Williams is the name of a relatively new brand, designed by Sadie Williams a London based textile designer. A Graduate of Central Saint Martins, Williams collections have included a strong emphasis on colour,fabric and striking pattern designs. Her style is often mixed with combinations of juxtaposing influences placed intricately together. Through this she is able to create a sense of modernity and youthfulness through her work. Sadie, as quoted in Dazed magazine on her Autumn Winter(AW) 2015 collection,describes the wearers of her clothing as,someone who wants to invest in something special, crafted, modern and beautiful. Many of my pieces are statement pieces for someone with an artistic bent who is playful with their fashion choices. Sometimes people refer to them as special objects, so in this sense they are suited to editorials and performances too.(Exclusive:sadie-williams,2015) A recipient of the NEWGEN award, Williams not only focuses on her own creations but has branched into working with other designers and fashion houses which include J. W. Anderson, Marc by Marc Jacobs and a 2014 co-lab collection for Swedish high street label &Other Stories. One of her biggest curations to date has included a display of her range in Selfridges. The collection described asplayful and utterly desirable comprised of embossed mini-dresses and lurex-print sweatshirts.

Photo: Courtesy of & Other Stories

The Sadie Williams story

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5 MARKET POSITION: Limited, new entry

COLLECTIONS: AW14,AW15,SS16 Jumpers, A-line

Dresses,Skirts,Tops,Trousers,Jumpers,Jackets FUNCTION:

One off special designs THE WEARER:

For the Women who wants to invest in special pieces.

THE CUSTOMER: 20-40 year olds

Fashion personalities, Singers, Designers, Musicians, Artistic & Creative individuals

Photos: Courtesy of Sadie Williams

6 Photographed for numerous fashion publications. Including Vogue & Dazed magazine

Listed as Grazias one to watch 2014 launched collections AW/14,AW15,SS16 at

London Fashion Week Displayed Totemic collection in own Selfridges

window on Oxford Street Features in NEWGEN showroom in London Stockists in London &Paris Exhibited in London &Holland Collaboration with Swedish High Street Brand

&OtherStories

Strengths Weakness

Threats Opportunity

High end price range 600-2000+ Small production scale Limited accessibility for purchase Limited communication channels *Website,

Twitter& Instagram

Niche Market -Unique designs Collaboration and trade partnerships with high

street retailers Low cost Social Media marketing Fashion bloggers and Journalists Product placement Target market age (20-40)

Competitor Mary Katrantzou Competitiveness of online shopping no e-commerce website market retailers-may run knock off designs Poor brand association Negative publicity-which cannot always be

controlled. e.g worst dress list features

SWOT Analysis

What is Sade Williams current level of PR and Social media Engagement?

Social media is an innovative tool to be used for fashion brands to engage their customers online. A fashion brand with an engaging social media presence is able to visually stimulate its potential customers and give them a rich and varied experience of the brands artistic concept.

(Successful Social Media by Fashion Brands,2014)

Website- www.sadiewilliams.com doubles up as LookBook

Social media-https://twitter.com/sadiewilliamsuk https://-Followers 664 www.instagram.com/sadiewilliamsuk/

Followers: 3993 Online written article features include: dazeddigigtal.com-AW 2015

Vogue Magazine article feature 2014 Co-lab creation for &OtherStories

At present Sadie Williams has a limited PR presence, with her last PR engagement having been a feature interview on Dazed digitals Exclusive: Sadie Williams debuts her AW15 collection. Published online on the 9/03/2015 .

Her Social Media consists of active Twitter and Instagram accounts. Her last post on Twitter dates, 2/12/2015. Her tweets are posted in intervals of 2-3 days and at times can be sporadic, consisting of pictures and captions, that highlight the latest Aw15 collection and mentions of where her next showcases will be. Her Instagram posts are slightly more insightful with images that double up as a mood boards and which can be read as potential influences on her collections. I have noted that her website is functional however there is no e-commerce link which creates a barrier for potential customers to access her collections for purchase.

I have identified that the brand has been operating within a niche market, with exclusivity and limited distribution being a part of the brands identity. The brands designs offer a striking visual, with a heavy emphasis on textile and structure. At present the brand is operating on a relatively small production scale with her collections comprising of 10 pieces.From this research I have derived that it is important that the brands PR and Social Media activities allow for the experience of the craftsmanship and uniqueness of the designs, alongside being persuaded of the need to wear and purchase the Sadie Williams brand.

Sadie Williams would benefit from an Experiential communication strategy, where consumers are given the opportunity to experience what the clothes will look like and feel like on.

THE ABSTRACT

The use of Vimeo for Experiential Communication,

what does this look like? Williams identifies her target audience as, someone who wants to invest in something special, crafted, modern and beautiful The use of short fashion video as a social media marketing tool will enable Williams target group an opportunity to experience what the designs look like on. According to mashable.co.uk, Vimeo is considered a positive platform for niche market community building, suggesting that those who access the Vimeo website do so as they too are looking to access quality content. Unlike YouTube's massive audience, Vimeo's is a more smaller, niche community of film enthusiasts. It's not nearly as large it gets roughly 70 million unique visitors each month but its modest size creates an intimate and fully engaged community. It's a network of people who are genuinely interested in film quality, too, so you know your work is being seen by people who will appreciate it.(5 reasons to choose Vimeo instead of youtube,2013). The use of the short fashion film is becoming increasingly popular within the fashion industry with many high street and designer brands lending itself to this medium.Brands are using the Fashion film medium to craft the kinds of narratives that successfully engage viewers for longer than a few minutes. And whereas fashion films of the past often focused more squarely on communicating the clothes, this seasons winning films were more about telling stories that communicate a brand's essential values.(Top Ten Fashion Films of the season, 2013 ). The idea of the fashion film lends itself well to the brands narrative as Williams often plays with the medium of storytelling in her work, this evident in her online website branding and in her collaboration with & Other stories. The use of the Polaroid and capturing the moment features heavily as a discourse in her work.

Photos: Courtesy of asos.com

According to Shrad Verma as explained in to inc.com Visual networks tend to be the most powerful Social Media platforms.This includes the likes of pinterest, Vimeo and Tumblr. It is with this in mind that Fashion brands would benefit from communicating their collections to the consumer in a way that engages their senses and imagination, keeping them engaged longer than single post of 150 characters.According to the Business of Fashion, Another major trend that emerged this season was the rise of educational fashion videos often snappy and animated which brands like Dior and Chanel, in particular, have debuted to enthusiastic reception. Aimed in no small part at audiences in emerging markets, these films often employing devices like voiceover and subtitles usually present a lesson on a brand's history, key products and aesthetic codes in a way that blends entertainment value with informational messaging. Importantly, this kind of content also lasts longer than a season, contributing to a brand's digital archive. (Top Ten Fashion Films of the season, 2013)

The short videos that will be created and showcased on the Vimeo platform can look to highlight the uniqueness of each piece of the collection with each video taking on a narrative focus.For example how to wear the Sadie Williams Jumper with those jeans. The benefits of using Vimeo for the Williams brand include: 1) Showing the garments in action 2) Educating audience on fabric, colour and fit 3) Entertaining the audience on various ways the item can be worn 4) Providing insight into where and how they can purchase the items 5) Gaining feedback on what works for the target market and what does not. The use of Vimeo allows for cross platform sharing, with the link for the video being easily shared on the exsisting social Media platforms that the brand is using(Twitter& Instagram). Ensuring that the message continues to shared, retweeted and posted, The mere amount of online users and consumers has grown exponentially in recent years, with over one billion registered Facebook users, 500 million Twitter users, posting over four million daily pictures and pins on Instagram and Pinterest (Smith, 2012).

Launching the Aw15 collection with & Other Stories.What does your wardrobe

look like?

Fashion is but art! Show me your inspirations? Here goes mine.

Date night tonight, We are helping Anna to get ready, what will you wear?

Planning the Fashion Film

How do you wear your Sadie?This is how we style our fabulous blue organza skirt.

Objective: Increasing Brand Awareness

Lets get dressed! Which outfit to choose?

#Wearing sadie! The use of the Polaroid in online Social Media campaigns

Share the memory! Share the Shoes, Share that dress!

Getting the target audience involved

The experiential aspect of the strategy will also involve the

continued participation of her target audience. Encouraging them to get involved with the

brand. Customers will be encouraged to take pictures

and post with the caption #Wearing Sadie!Sharing their

fashion pictures of their everyday style choices for those who buy and create

outfits using the brand. Sadie will then be able to repost and display on her Instagram page.

Photos: Courtesy of sadiewilliams.co.uk

To date,the brand has a combined Social Media following of 4657 followers. This comprises of Twitter and Instagram. The majority of her posts are synonymous with Sadie Williams the person, with her public and private persona interwoven on her social media platforms. At best this serves well as her name is her brand and Vice Versa.

Sadie Pick me! Research shows that getting consumers involved with visual content gets 94% more total views and is now 40% more likely to be shared on social networks. (Why Visual content will rule Digital Marketing," 2014) A social media strategy where Sadie Williams uses pictures as a key selling point in online interactions. Inspiring their followers, to join in on the conversation and to do the same, will help to increase brand interaction.

Photos: Courtesy of Twitter: @SadieWilliams

Direct Mail Marketing

Direct marketing can be defined as any form of direct communication,with a customer a imed at creating a direct response that leads to a long term relationship.(Jackson and Shaw, 2008)

Social Media is one aspect of raising public awareness about a brand. However we must not forget the other traditional forms of public engagement that can lend itself well to creating a following of a brand.Direct mail marketing is another useful strategy that the brand can adopt to further compliment the use of online experiential communications that will be provided through the fashion films. Experience of feeling and engaging the brand through direct mail marketing can also add to i n c r e a s i n g b r a n d a w a r e n e s s a n d following.The marketing of fashion is very much a touchy-feel, people orientated business. (Jackson and Shaw, 2008) It is important that the brand provides an opportunity for the target audience to engage in this way.

Photos: Courtesy of NEWGEN

The brand currently stocks in the NEWGEN showroom based in London. During similar exhibitions and showroom dates both in country and internationally, the brand can begin to capture the information about consumers who come for viewings, a link on her website can also act as a place holder, signing up consumers so as to share information with them about the brand, i.e. the latest updates and events around the Williams brand. Williams can thereafter use this information to stay in regular contact with her target audience. Sending her target audience regular information about the brand through direct mail distribution channels, snippets of material used for collections and mood board ideas that has had a influence in the new collection. This adds to the feeling community around the brand which can be b u i l t a n d s h a r e d a c r o s s t h e s o c i a l m e d i a platforms.Just received the latest fabric swatches to be used in the SS16 collection. Cant wait to purchase the blouse.#WearingSadie Photo: Courtesy of

Dazeddigital

Susanna Lau, Style Bubble usually tops the number one bloggers list, as the go to fashion insider.She

is considered one of the industry's leading voices. on fashion and street style.

Brands have always looked to align with certain people to help bring their products to life, and with the internet giving

everyone from the fashionista next door to the thrifty housewife a voice, influencers are increasingly people that we can relate to. Real opinions and images can help brands connect with the target audience on a more personal level than a flashy advert, especially as readers can directly join

in the conversation. (Getting in with the crowd: How brands are using blogger engagement to build advocacy, boost search visibility and

increase revenue, 2013). As part of the Experiential Communication Strategy,Sadie Williams can look to engage fashion bloggers and to form

partnerships. The objective here is for a greater reach to the intended target audience. Williams target groups includes

individuals who are interested in fashion and will most likely, have an affiliation with fashion bloggers and of the

outlets on which they blog.

#INFULENCERS

Photo: Susanna Lau, Style Bubble

What do fashion blogging partnerships look like, and how to use these outlets

eectively?Fashion blogging has become a phenomenon in the fashion PR industry

with many fashion personalities the ability to drive more sales than celebrities, despite their closer allegiances to brands, bloggers can still play a huge role in building trust, as well as strengthening SEO, brand

advocacy and social visibility. (Blogger Engagement.2015)

A strategic partnership with a fashion blogger who encapsulates the style of the brand will be a good avenue to explore. It is essential that the bloggers style is aligned with that of Sadie Williams.Once this partnership has been established the brand will have to supply the blogger with seasonal collections,this will of course come at a cost to the brand, but the return on investment will be in the reach the blogger will generate across their blogging channels and social media outlets. Williams can ensure that the blogger : 1. Feature the brand in an outfit post. 2. Get a product featured in the Blogger's next vlogging Tour 3. Create a Look Book featuring the Blogger 4. Invite The Blogger to a collection showcase or behind the scene

style shoot.

Photo: Susanna Lau, Style Bubble

Celebrity endorsement

Photo: Solange Knowles Photo: Rita Ora Photos: Courtesy of Sadie

Williams Williams could have her collections sent to celebrities and their stylists who feature directly to her target

audience. Firstly identifying fashion forward celebrities and popular

figures that relate well, and have a consumer following of the brands

target audience.

Product Placement

Photo: FEB 2012 STYLIST MAGAZINE

Product placement is an effective PR strategy to increase the publics awareness of the Sadie Williams brand.

Engaging fashion magazines such as Stylist and Evening Standard in product placement features would require

sending the collections to the fashion editors, and stylists for them to firstly experience the brand and thereafter

make recommendations and look to include or highlight the brand in their What to wear style features.

Trade Partnerships Currently the brand is not operating at a mass production level.The brand would benefit greatly through trade partnerships .For example with the likes of Net-a-porter, an outlet which has an international foot print, and is operating in the high-end luxury goods market. In the past the brand has collaborated with Selfridges, and Swedish high street brand, & other stories,which has provided a greater link to consumers. As is not producing at mass quantity, her collection can be commissioned by department stores, and other brands that have a direct link to her target audience.

An example of how collaborations have worked successfully in the past we can look to the 2015 H&M v Balmain collection. As highlighted by Ballmains Creative director Olivier Rousteing, in his latest interview featured in H&M.com,H&M allows me the unique possibility of bringing everyone into the world of Balmain get a piece of the dream and create a global #HMBallmaination: a movement of togetherness, fuelled on a hashtag.H&M is a brand that everybody connects to. It calls for unity, and I am all for it.

Trade Partnerships would oer a clearer distribution channel, and increased accessibility to the brand for consumers, additionally the brand would benefit from promotional aspect of the partnership as department stores and fashion, generate external publicity coverage through internal and external networks, in addition to blogger who follow and report on the outward facing brand.

As highlighted in this strategy Fashion PR and Social Media for Sadie Williams is about communicating the brands identity to the specified target audience. Fashion PR can be

undertaken using varying avenue streams including the use of Social Media platforms, trade shows and Exhibitions, taking for example London Fashion Week.Product placement, i.e

magazines and television shows and celebrity endorsements. Online articles written about a brand, by fashion journalist and bloggers are essential, providing a platform for new and

existing brands to feature at the forefront of the consumers mind. Fashion blogs and fashion websites e.g Grazia, Vogue, and Stylist magazine, will also play a pivotal role in establishing

the brands identity in the mind of consumers. Today fashion PR can be found everywhere we look.

Ultimately Fashion PR should take the form of educating, persuading and exciting the consumer with the hope of building a relationship with the identified target audience turning

them into patrons and loyal followers of a brand.

Why Fashion PR?

References & Bibliography http://www.dazeddigital.com/tag/sadie-williams

http://www.londonfashionweek.co.uk/designers_profile.aspx?DesignerID=2637 http://www.inc.com/stephanie-meyers/6-social-media-tricks-fashion-brands.html

https://uk.pinterest.com/pin/256916353716650701/ http://www.totemfashion.com/fr/clients/femme/sadie-williams/spring-summer-2016.html

http://www.made.com/press/archive/2012/ http://www.ignitesocialmedia.com/social-media-strategy/successful-social-media-examples-by-fashion-brands-

apply-their-success-to-your-business/ https://blog.bufferapp.com/6-social-media-lessons-from-the-best-brands-in-content http://

www.businessoffashion.com/articles/fashion-films/alexander-wang-rodarte-salvatore-ferragamo-gucci-vuitton http://mashable.com/2013/05/30/vimeo-over-youtube/#m1Jy24afRkqE http://www.marketingdonut.co.uk/marketing/online-

marketing/six-reasons-why-you-should-be-using-vine http://www.business2community.com/digital-marketing/vimeo-vs-youtube-implement-social-video-marketing-0648488#5OslQQWT0R3zQz7R.97 http://www.look.co.uk/fashion/looks-top-20-fashion-blogs https://www.shopify.co.uk/blog/15045989-4-creative-ways-to-promote-your-product-through-

an-influential-fashion-blogger http://stylebubble.co.uk/style_bubble/category/london-blah-blah-blah/page/27 http://www.steamfeed.com/visual-content-will-rule-digital-marketing-2014/

Jackson.T,Shaw.D(2009 Palgrave Macmillian) Mastering Fashion Marketing Smith, C. (2012, November 4). How Many People Use the Top Social Media? Digital

Marketing Ramblings The Latest Digital Marketing Tips, Trends, and Technology. Retrieved from: http://expandedramblings.com/index.php/resourcehow-many-people-use-the-top-social-

media/ Greenwood.G (2012,January 1).Fashion Marketing Communications