On the second day of placement, the communication team presented me my brief for the next eight days, (the final day would be to present). The brief was fashion related & was to create, brand and launch a new clothing line. The brand was called Black Lace Clothing and was described as so;
"Black Lace Clothing was created in order to provide bespoke, tailored clothing that is made with the highest quality materials.
Black Lace Clothing provides styles that are chic, elegant and fashion conscious that will last for years to come - the complete opposite of disposable fashion houses such as Primark and New Look.
In order to launch Black Lace Clothing in a way that will work against highly competitive market, we must establish a strategy, brand and communications plan going forward."
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As I was continuously working on this brief I have broken down which part of the brief I completed each day:
Day TWO
- Researched into brands that inspired Black Lace Clothing and were of a standard Black Lace wanted to be (e.g. Chanel, YSL, Miu Miu, Vivienne Westwood, Topshop Boutique etc.
- What is Black Lace Clothing?
- Vision, Mission & Values.
- The Offering.
Day THREE
- Created a target market board and description.
- About, typical request, where do they shop now?
- Researched into branding that inspired Black Lace Clothing.
- Created customer journey tables.
- Developed the brands Unique Selling Point.
Sat in on a PR meeting.
Day FOUR
- Created and developed job roles within the company.
- Developed logo designs.
- Researched into marketing materials.
Branding team chat.
Day FIVE
- Created/developed own marketing materials including; shopping bags, papers, labels, hangers, &uniforms all using photoshop.
Day SIX
- Designed and developed Black Lace Clothing mock up website all day on photoshop.
Day SEVEN
- Completed final parts of website & uploaded to ISSU.
- Created pages of final choices for branding/marketing materials as I had many options.
Meeting with client (local school initial meeting, branding based).
Day EIGHT
Communication meeting, initial brief and group chat for idea's& inspiration.
- Researched into how current brands promote themselves online.
- What platforms Black Lace Clothing would use.
- Daily breakdown of Black Lace Clothing's social media.
- Press, Where would Black Lace Clothing be feature.
- Wrote a press release for the Black Lack Clothing brand.
Day NINE
- Event planning for Black Lace Clothing.
- Created a event flow for launch party.
- Detailed review of launch, creating moodboards and idea's.
- Created ideas for goodie bags and who I would choose to feature as celebrity endorsement.
Day TEN
final day:
- Preparation for presentation to team, ensured any last details were correct and proof read the whole document before uploading to ISSUU.
- Presented Black Lace Clothing and received all feedback.
- Filled out any last details such as forms, attendance etc.
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LINKS - To see images in better detail& entire portfolio.
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Day TWO
What is Black Lace Clothing?
Black
Lace Clothing is a new and upcoming brand creating the finest quality garments
in bespoke clothing. We would describe our brand as chic and elegant, something
that is perfect for any fashion conscious woman of today. We as a company are
hoping to change the views on today’s throwaway fashion for good, whilst making
sure we never supplement the trends in doing so.
Not
only do we provide readymade garments in store but we offer a made to measure
service to. This is to ensure we can accommodate for any design that any customer
could possibly wish for, whether that be occasion wear or just something smart
for the office.
The Vision, Mission and Values.
Our Vision
We
aim to offer something completely new when it comes to bespoke garments and
what they stand for. Black Lace Clothing does not want to be thought of for
just a one off prom dress purchase; instead we hope to prove to women just how
different clothing can not only make you look but actually make you feel no
matter what the occasion. With this in mind we want to help stop the idea of
just buying something to wear once, disposable fashion is basically promoting
quick threw together garments, something we do not support. We want our
clothing to be both environmentally and culturally friendly, meaning our brand
will never be seen associated to any sweatshop made garment, instead focusing
on British well-made garments.
Our Mission
To
achieve this we will ensure our costing is correct and never overpriced,
meaning we can securely accommodate for our targeted audience’s price range. By
making our prices suitable it means gaining not only customer confidence but
trust in our brand to. In terms of products we shall create small capsule
collections to aim at different audiences within our actual target audience,
these small capsule collections shall be ready made and grouped in genre categories,
such as; work wear, casual daywear, special occasions etc.
This
will also make the shoppers experience a lot easier and enjoyable as they will
be able to directly find what it is they are hoping to purchase, therefore
returning to purchase from Black Lace Clothing in the future.
Our Values
One
of the main values at Black Lace Clothing is to ensure each and every one of
our customers is happy and satisfied with not only their purchase but the
service they receive to. In our eyes, quality should always be more important
that quantity. Although quantity may ensure a higher initial profit, a badly
made garment is going to mean returns and a bad reputation for the company in
the end.
Another
value of Black Lace Clothing is to ensure we as a company can be completely accommodating
to the customer, this is particularly with the made to measure clothing. If
something isn’t perfectly correct for a customer then we need to ensure to
change it until they are truly happy and feel completely confident with their
purchase.
The Offering
What can a customer buy from you?
Black
Lace Clothing can offer a customer a range of not only well handmade garments
but something that is timeless in terms of trend and fitting.
The
customer will be able to choose from two production options; these being either
ready to wear or made to measure garments. The ready to wear products shall
range from dresses, trousers, suits etc. that a consumer will be able to pick up
and buy straight from the rail. These ready to wear collections will also
include a small variety of accessories including hair accessories, jewellery,
shoe clips and small bags. Each of these accessories could be created out of
the same fabrics as garments if the client wished, creating a full top to toe
outfit.
Made
to measure garments will be a longer process mainly to ensure the customer is
completely happy throughout each step of the production process. Once a
specific design is created a toile/mock-up of the garment will be created and
able for the client to try on, if approved the garment can then be made with
the correct chosen fabrics, this process is to ensure we are not wasting
fabrics when it can be avoided. Every garment within our brand is to be handmade
and designed in the actual shop, all of which keeping without our strict levels
of quality control.
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Day THREE
target market board
The
Target Market
Who is your current target
market?
Our
current target market is a younger woman wanting to feel independent and
individual in her choices of clothing. We are hoping for women who do not want
just your everyday high street clothes but something a bit different and unique
to them. In terms of age, we wish for a broad selection ranging from eighteen
to early thirties. We want to target women who are socially and culturally
aware, meaning they know just how much difference a higher quality garment can
make to not only them but on a much larger scale to. Although Black Lace
Clothing would eventually like to be a global name, initially we will be targeting
young women in the London area with their style lifestyle would create the
initial audience we are hoping for.
What is their typical request?
A
typical request would vary depending on what they are hoping to purchase, if it
was a piece from our capsule collections (occasion wear, seasonal wear, office,
casual etc.) it would be something they could buy and decided what they would
wear it for one the occasion a rises.
However
a made to measure customer would want something much more specific and suited
to an occasion. A typical request could range from a summer two piece skirt
set, to a smart sophisticated suit for the office.
Where do they shop at the moment?
A
typical customer to aim at would be at a level of medium to high society,
shopping at not only upper end high street stores but designer and other
bespoke services to. In terms of brands currently around we would be aiming to
suit fans of Vivienne Westwood, Miu Miu, Marc Jacobs along with higher end high
street stores such as The White Pepper, House of Hackney and Topshop Boutique
just maybe with a lower end of scale style budget.
Do you offer any special
offers/treatments to customers?
Special
treatments to our customers would include an optional personal shopper
experience in which entire outfits including accessories could be styled and
suited especially for them. We would also include a selection of
beverages/sweet treats to enjoy whilst they use this shopper experience.
As
well as this we would offer seasonal promotional offers as well as 10% student
discount& percentages off if a customer had previously attended a Black
Lace Clothing event.
What would your ideal customer
look like?
-
Teens to early thirties.
-
Independent and individual.
-
Not afraid to stand out from the
crowd.
Customer Journey, from start to
finish what process will the customer go through?
Customer journey in more detail:
Step One – A advert may be seen by a
possible client either online or in the press (newspapers, magazines, leaflets etc.).
Step Two – A possible client may then visit
the online website/blog or one of the social media accounts to gain an idea/
feel of the company and see if it’s something they would like to look further
into or order from.
Step Three – The consumer would then either
place an online order or head into store to have a look.
Step Four – If the order was placed online a
confirmation email would be sent to ensure the order is correct as well as an
opportunity to join the mailing newsletter list.
If
the customer had headed into store, then they would be greeted by a sales
assistant who could tell them about the two different buying choices (either ready to wear or made to measure).
Step Five – The online order would then be
delivered to the customers chosen address and they would then have up to 28
days to either return or exchange the product online or in store.
In
store, if the client decides to choose from the ready to wear garments then
they can try the product on in the fitting room, deciding what sizes and prints
suit best.
If
the client then decides they wish for a made to measure product a small chat
will be had with a assistant to agree pricing and take each measurement needed,
once agreed a 10% deposit would be taken.
Step Six – If the online order has been
exchanged or refunded then a full refund will be given within 7 days.
Once
a ready to wear product is bought from store the same exchange and refund terms
apply.
With
a made to measure an initial toile in a similar yet cheaper fabric will be
created, the client will then be called in for a fitting to ensure the fit, cut
and design of the garment is correct.
Step Seven – If the customer is happy after
the first fitting the garment will then be made in the chosen fabric and the
customer called back in.
Step Eight – Once the customer has had a
second fitting, any changes or adjustments can be made to the garment.
Step Nine – The customer will then have a
final fitting to ensure all changes are correct and they are truly happy with
the product before a full payment is taken. If they are not happy more
adjustments can be done until the customer is completely satisfied. If all are
happy a full payment can be taken.
Although
the made to measure garments could not be returned the company would include a
‘Back To Black Lace’ option, in which if anything needed changing, fixing,
shortening etc. could be done free of charge within a month of the sale date,
(after a month would need to be paid for) this service would be able to ensure
we maintained the trust in quality from our customers.
What is Black Lace Clothing’s
USP? (unique selling point).
For
Black Lace Clothing there needs to be something different about us, to make us
differ from any other bespoke dressmakers. We have decided on a range of unique
selling points to gain a reliable audience and allow them to feel confident
when buying from our company.
Firstly
the offer of either made to measure or ready to wear garments been an option is
something quite different. A lot of dressmakers usually sell what they have already
made with no alternatives, however by offering the either or service we can
accommodate what it is exactly each customer wants. All consumers have
different wants/need as to what they want from an item of clothing therefore by
having the choice means they can easily choose exactly what they want. If the
Black Lace Clothing shop doesn’t have it then we can just as easily make it
instead.
Secondly
is the option of ‘Back To Black Lace’,
this is a service specifically created for made to measure garments. Usually
once a dressmaker has created a garment for a customer and the final payment
has been taken there is no refund offered as the client has confirmed they are
happy with a payment. However Black Lace Clothing doesn’t like the idea of a
customer being up happy and not wanting to wear the garment, this is why we
offer ‘Back To Black Lace’. This
service means if anything needed changing, fixing, shortening etc. it will be
done free of charge within a month of the sale date, (after a month any changes
would need to be paid for). We have created this idea as we do not wish for a
garment to just be worn once and put in a dust bag, instead why not offer a
customer the chance to change a bespoke made dress into a two piece skirt suit
if it means then will wear it more and gain a lot more from their purchase. Not
only will this service allow customers to feel confident when buying from us
but also the individuality of the businesses values. Last but not least the
height of quality assurance in each of the garments would be a unique selling
point to Black Lace Clothing.
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Day FOUR
The makeup of our team (job roles
and responsibilities).
Small Scale Team for Black Lace
Clothing (in store):
Business Founder: The
entrepreneur, who started the Black Lace Clothing business.
Job Roles:
-
Ensure
to keep a motivated team and encourage them to work well for the business.
-
Be
sure all goals and values of the company are being met correctly and
satisfactory.
-
Always
be to date in terms of what’s happening within the company.
-
Legal
obligations, it is down to the founder to be sure any legal documents are
correct about the company as well as been up to date, this including any taxes,
rent, funding etc. (Unless they have a
financial director to deal with such things, however that may be within time of
the business happening not straight away).
-
Be
up to date with everything and anything that is happening within the company,
leave nothing to be unexpected.
Shop Manager: In terms of a newly opened
business a shop manager needs to be extremely trustworthy as they will be running
the store when the founder is not around/busy.
Job Roles:
-
Planning
the daily schedule of employees and the workplace.
-
Interview,
hire, coordinate and discipline any employees.
-
Ensure
the store is stocked and maintained correctly.
-
Making
sure all aspects of the shop are clean and in proper working order, ready for
customers to use instantly.
-
Keeping
up to date with any admin and events.
Supervisor: For retail purposes a supervisor
would be in control of other members of staff as well as stock control.
Job Roles:
-
If
an incident happened it would their responsibility to try and resolve the
situation such as an accident or incident regarding theft, shop visitors,
refund approval etc.
-
Price
pointing, placing and merchandising any new stock.
-
Be
sure to assist with any roles the shop manager cannot fulfil.
-
Stock
count when needed.
Sales Assistant: A sale assistant would need to be
friendly and approachable looking to ensure customers felt confident asking for
help and advice.
Job Roles:
-
Manning
the tills& fitting rooms.
-
Maintaining
a high standard for the quality standards of garments e.g. sizing garments,
putting back any tried on clothing, keeping the stock off the floor etc.
-
Stock
count when needed.
-
Great
customer service meaning they should be happy to help any customer no matter
what their need.
-
Refunding
and exchanges in store.
Garment Designer: The designer will need to be
capable of sketching quick and understandable designs to enable the customer to
feel confident when ordering a garment from them.
Job Roles:
-
Great
communication skills.
-
Be
able to translate a customer’s vision into actual designs.
-
Be
confident and assuring to customers so they don’t feel nervous about their
garment idea.
-
Skilled
and functional with fashion designing.
Garment Manufacturer: Manufacturers will need to create
the designers vision into a ready to wear item, ensure it is of an extremely
high quality.
Job Roles:
-
A
wide range of manufacturing skills including pattern construction and cutting.
-
The
ability to cut and sew a garment correctly, ensuring a extremely high quality
finish.
-
Be
capable of amending and altering any garments if needed.
-
Trustworthy
and reliable.
Online Customer Support: From the second an order is
placed the customer needs to feel confident that their order is secure and will
arrive on time. The online support with assist with anything from an order
confirmation email to refunds, exchanges and any problems a customer may come
into contact with.
Job Roles:
-
Polite
and have excellent communication skills.
-
Be
functional when it comes to resolving a problem such as refunding or
exchanging.
Packing & processing: Packing and processing will be to
process any orders received ensuring they are correct and done quickly yet efficiently.
As well as processing the order, the parcel needs to be packed creatively and
of a high quality.
Job Roles:
-
Organised
and efficient in packaging.
-
Have
a creative flare; we want to almost achieve it the parcel looking like a gift
rather than an online clothing order.
-
Capable
of adding a personal touch to an order.
For a larger scale team for Black
Lace Clothing:
Personal Shopper: A staff member who can offer an
exclusive service to a customer in terms of their shopping experience.
Job Roles:
-
Styling
and helping customers in terms of clothing and accessory buying.
-
Helpful
and willing to go out of there way for a customer.
-
The
ability to be honest with a customer not just agreeing to make profit, we need
to build relations and trust with the customer and staff bond.
Merchandiser/Visual Merchandiser:
A member of
staff who is specifically paid to focus on how the brand and stock looks at all
time, this including window displays, mannequin’s, graphics, price points, as
well as any successfully advertising any trends that are on by successfully
promoting them.
A lot of stock can be sold from
it been displayed in a shop window, somebody who wouldn’t always call into the
shop may see a garment/item displayed and take the time to have a look. With mannequins,
a customer may like how a full outfit has been styled on a body therefore will
to buy a more products creating more profit for Black Lace Clothing.
Job Roles:
-
Been
able to create full displays/ styled outfits without the help from a layout guide.
-
Keeping
informed on the top fashion trends and translating them into the current Black
Lace stock, (keeping a shop specialising
in bespoke tailoring on trend can be hard).
-
Knowledge
of working with a price and space budget, sticking
to the target market’s budget, there is no point just putting all the most
expensive items on display).
-
Have
a flair for colour and design.
Trend Team, fashion forecasting: A member of a trend team will
need spot the new and upcoming trends and be able to communicate them into a
way to suit Black Lace Clothing’s audience.
Job Roles:
-
Having
a keen eye/looking out for new and upcoming trends.
-
Not
just knowing about current fashion trends be eager to know about all aspects of
art and design (previous& future). (A
lot of fashion inspiration doesn’t always come from other designers, usually
its art, graphics, something in the street etc).
-
Keep
ahead of the trends.
-
Be
capable of filtering a trend into a store that will sell.
Promotion/Communication Team: Having a brilliant brand can only
be so successful if nobody knows about it, promotion is a key element of
getting the word out there about the company.
Job Roles:
-
Consistent
when it comes to social media – Daily updates would need to be done on
websites, blogs, Facebook, Twitter, Instagram etc.
-
A
sophisticated knowledge of PR and event planning.
-
Capability
to develop the brand for the business in terms of seasonal changes.
(season to season,
occasions such as Christmas etc, the ability to create and run any promotions,
offers, changes etc).
Logo designs & developments.
How will the logo look and why?
For
Black Lace Clothing’s logo I wanted to create an elegant and sophisticated
looking design, something that will represent the brand well to the customer, allowing
them to instantly gain a feel and idea of what the brand represents. As the
logo is aimed towards a mature teen/ older audience I wanted to keep it quite plain
and classic, simple yet chic. I plan
to use a range of pastel/neutral tones as well as a small amount of texture
within the design. I don’t want the logo to be as literal as using an image of black
lace fabric for the brand, instead something a bit more subtle. I have decided
on a classic italic font to continue throughout the entire branding range, the
logo and font needs to be Black Lace Clothing’s identity, consumers should be
able to recognize the brand just by the font or logo.
Logo ONE
For this first initial design I
wanted to use a range of neutral looking textures with just a small amount of
font included. I have created the logo with both black and white typing to see
which I preferred,
(I prefer the white font). I do think this logo looks quite elegant
and almost calming due to the use of feathers and smoke spills, I like how
subtle the logo is as it doesn’t say exactly what the brand actually
makes/sells other than the word clothing.
Logo TWO
For the second logo design I
wanted to create something completely different to the first, for this design I
used pastel shades again only pink this time, with an effect to allow certain
parts of the flowers to be black and white within the circle. I want this logo
to represent how Black Lace Clothing isn’t afraid to stand out from the crowd
with its products/designs and hope our clients feel as confident and bold
wearing our garments as the floral motif logo is.
Logo THREE
For this logo I have used
slightly more colour although keeping them within the pastel theme, I have used
this peach/pink colour as I think it will show that the company is very
feminine and clearly aimed to women. I have layered the images of the small
jumper as I want it to have this glowing/ not able to focus your eyes on it,
this is to show that Black Lace Clothing isn’t predictable and that a customer
should expect the unexpected.
Logo FOUR
This fourth logo is a developed
design from the third; I particularly liked the circular shapes as I think it
looks a lot smarter and sophisticated. I’ve built up the layers using Photoshop
to enable a lot of texture and tones to be used yet without over doing it, I
think this is quite a chic design and would work well as a whole in terms of
branding.
Researching
into other chic and elegant marketing materials that would inspire the Black
Lace Clothing line, I want the branding to create a complete look almost a
collection that would clearly like the brand and business as one, something
that a customer could look at a carrier bag/leaflet etc. &instantly know
the brand for example zara is known for their use of simple eco-friendly paper
bags.
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Day FIVE
Shopper Designs
I have created a selection of
shopping bags and dust bags for the Black Lace Clothing line, this is as I want
to have a variation to choose from. For each design I have stuck to a neutral
colour pallet as well as a small amount of texturized images, along with the
same font and logo. I particularly like the small almost polka dot looking
design which was done by creating a repeat pattern on photoshop. I think I
would use a mix and match selection of the polka dot print and both dust bags.
Tissue Paper Designs
For tissue paper designs I would
like to print our own to promote Black Lace Clothing and provide a quality
finish to not only the garments but packaging and overall shopping experience
to. I have stuck to the same colour tones for each paper design but made each
one a bit different give myself options for when it comes to choosing my final
product choices. Assistants could then tie nude ribbon around each parcel not
only to ensure the item was wrapped but to create a smart and sophisticated
finish to the customers purchase.
In Neck Labels
Along with swing tags I wanted to
create Black Lace Clothing labels to be sewn to either a neck or waistband seam
within the produced garments. I have created each of these four designs to
choose from, each including the brand name and a small logo/motif. I would have
these either heat transferred onto calico or digitally printed to fabric, to ensure
to add an extra handmade yet professional detail.
Swing Tag Designs
Although I have already created
range of logo’s I wanted to create a different design for a swing tag, this is
just to continue the mix and match theme throughout each of the marketing
materials. I would attach the swing tag with a small amount of nude ribbon (matching the tissue papers) with a small
gold safety clip to secure it to the garment, these swing tags would also be
printed onto fabric and contain the pricing and size information to.
Hanger
Designs
For
hangers Black Lace Clothing would consist of vintage wooden hangers with the
signature nude ribbon tied to the top allowing the garments to hang naturally.
I would use the ribbon and hanger idea as a shop display hanging each ribbon
from the shop celling (similar to the
image shown in the portfolio). I have decided to use natural wood hangers
as I think they look quite elegant and add a certain amount of class to a
shop/brand also I feel plastic hangers can tend to look a bit messy sometimes.
Staff
Uniforms
For
uniforms I have decided to create a collection of different blouses for each
level of staff (as you can see below),
this will be so customers can clearly see which level of staff member they are
speaking to, as well as keeping all staff members looking smart and
representing the brand. I have created a male& female variations of each
design as well as shoes that also have the Black Lace Clothing brand printed
onto them. I would ensure the uniforms were easy to maintain in terms of
washing and ironing to maintain not only quality but staff loyalty to. As well
as the provided blouse’s and shoes I would ask the employee’s to team this with
an all-black outfit keeping the sophisticated feel, I think a black t-shirt
could also be an option to.
In
terms of the men’s outfits, I would make this optional between the t-shirt or
shirt designs below or a black suit of their choice. Although I want the
members of the team to look respectable and promote the brand I would not want
them to feel pressured or annoyed at the matter of wearing a garment they didn’t
feel comfortable in, hence the all black option.
Buisness card designs are better shown on portfolio;
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Day SIX
Website All Day.
I have linked this to my ISSUU account as I have created a portfolio of the website along with a detailed description of each page and layout choice, choice of colour etc.
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Day SEVEN
Final Choices of Branding.
As I
had created a broad selection and examples of branding choices, I wanted to
narrow down my selection to the marketing materials I think would be most
successful/ work the best for my audience.
Logo Choice
Paper Bag Choices
Dust Bag Choices
Printed Tissue Paper Choice
In Garment Label Choice
Swing Tag Choice
(Mix and match theme with pastel
tones overall).
Day EIGHT
Communications
Social Media
Before
I began creating my ideas for Black Lace Clothing’s social networking presence
I decided to look at some current brands of today and how they represent their
brand online.
Missguided
Website
Recent trends and able to shop
them now.
Twitter – Hourly or so tweets.
Behind the scenes images, on the
spot information.
Pinning for inspirations and
trends.
Facebook – Promoting new stock,
sharing celebrity influences, exclusive offers.
Instagram
Reposts of customers images, new stock & behind the
scenes.
Celebrity Collaboration.
Behind the scenes previews.
I chose to look into Missguided
as influence over a high-end or designer brand as I believe Missguided has a
much strong online presence and in a way they have had to work much harder for
their audience than a lot of other brands.
I also liked Illustrated People’s
social networks and how they have promoted their new collaboration with Phoebe
Lettice (Made In Chelsea star).
Something I particularly liked about this collaboration and use of media platforms was the YouTube video created to share how the collaboration happened and the process from start to finish, I think this is something that Black Lace Clothing could do well.
What platforms will you use?
For
Black Lace Clothing I will use a variation of social media, these including;
-
Instagram
-
Twitter
-
Facebook
-
Pinterest
-
Tumblr
-
Blogger
-
YouTube
What kind of messages will you
send out?
Instagram
– Photographs of new stock, working sketches and designs, garments in the
manufacture process, staff member wearing stock, happy customers, special
offers, branding including marketing materials (orders ready to be dispatched), ways to wear a product, and
anything that inspires us.
Twitter
and Facebook – Regular tweets about what would be happening during the working
day, new stock and how we style it here at Black Lace Clothing, any customers
or requests that we are working to that day, any events or promotions happening
that day, blogger news/collaborations, recent fashion news (if an event was on
e.g. graduate fashion week), what’s trending, basically day to day updates.
Pinterest
– Different boards for different idea’s including – Our inspiration, our stock,
the Black Lace Clothing HQ (office, what’s happening etc), recent blog posts
(any photographs we’ve used on there).
Tumblr
– Reblog anything inspirational to us, any trends we particularly like,
celebrity influences, our stock and how its styled (could compare to celebrity
looks).
Blogger
– Weekly posts (maybe three or four a week).
1) Inspiration of the week.
2) How we’d wear it.
3) What we’ve been up to that week.
4) Our favourite trend (could be every two weeks)
YouTube
– Behind the scene style footage either of look books, any events we’ve been
to, a day in the life/office style, how we created a capsule collection from
start to finish (similar to the illustrated people), tutorials, easy DIYs.
Daily Breakdown of Social Media
Twitter / Facebook / Instagram
9 –
9.30am | Moring tweet could be featuring weather and feeling of the day or
something interesting that has happened on our way to work, train ride etc.
10am
| Promote an item of stock that could relate to the previous tweet (crop top
& skirt perfect for a sunny day etc.).
Instagram this.
11-
11.30am | Mention a client or something that the staff are getting up to that
day, what’s happening in production, if we have a final fitting etc.
12pm
| Anything exciting over lunch e.g. a client may of brought a pet in with them,
food etc. Instagram this.
1–
1.30pm | If a new blog post has gone up could promote this, publish images to
match.
Instagram this.
2 –
3pm | Any updates of what’s happening during the office/shop, any designs or planning that’s happening.
Instagram this.
4 –
5pm | Any promotions that could be used overnight by customers, share what
we’ve done that day.
5.30pm
| Closing message, attach e-mail for any customers needing help. If weekend a
chatty message about what everyone’s up to and reminding we are open on a
Saturday to.
Instagram this.
Press
What magazine / newsletter do you
want to target?
-
Vogue
-
Wonderland Magazine
-
Elle
-
Pigeons and Peacocks Magazine
-
In Style
-
Company Magazine
-
Nylon
Black Lace Clothing Press Release
-
Synopsis: Overview snapshot of
story.
-
Background & Why: who, when,
where & why?
-
Background of organisation:
details, scheme, idea.
-
Quote: Usually from the highest
member of the team (manager of shop, director of company).
-
Call to action: The reason for
doing so, what will they gain?
-
Editors Notes: Facts and figures
about the company, background facts.
London’s
Ledbury Road, well known for its designer boutiques and unique brands will soon
be joined by an exciting new bespoke clothing business that is doing things a
bit differently. Black Lace Clothing has took a new approach on made to measure
fashion and instead of been thought of just for the odd prom dress they want to
eventually be seen as a popular household name.
To
celebrate the exciting new business launch, Black Lace Clothing will be hosting
a celebratory open party to give the public an exclusive first look at their
brand. The event will be held on Friday 20th June, in their new
beautifully decorated London store including light snacks and beverages as well
as an extravagant fashion show and a few quirky extras to. Attending the event
will give you an exclusive chance to see as well as purchase any product from
each capsule collection before anyone else, along with getting a huge discount
off any made to measure garments put into order and an extra discount code to
use either online or in store at a later date.
Black
Lace Clothing is aiming to offer something completely new when it comes to
bespoke garments, the company does not want to be thought of for just a one off
prom dress purchase; instead hoping to prove to women just how different
clothing can not only make you look but actually make you feel no matter what
the occasion. With this in mind Black Lace wants to help stop the idea of just
buying something to wear once, disposable fashion is basically promoting quick
threw together garments, something they do not support. Not only will Black
Lace clothing be environmentally friendly but culturally to, meaning the brand
will never be seen associated to any sweatshop made garment, instead focusing
on British well-made garments.
When
we asked the creative direction of Black Lace Clothing how she would describe
the brand she described it as so “our brand is to be chic and elegant,
something that is perfect for any fashion conscious woman of today, however we
still want our confident customers to stand out from the crowd one way or
another whether that being a bold printed dress or just something a little
different for that particular person, Black Lace Clothing wants to inspire
clients, not only dress them”.
The new individual clothing
company are hoping that not only do women still wish to buy well-made garments,
but to change the idea of a bespoke garments been worn only for a school prom
or attending a wedding, Black Lace Clothing want to inspire women to look and
feel confident every single day not just when they have to.
Editors Notes
Ledbury Road is situated near Notting
Hill Gate and within the area
known as Portobello, the street is well known for its boutique and designer
clothing stores.
For further information about
Black Lace Clothing send an email to contact@blacklaceclothing.co.uk head
to the store opening or you could check out any of their social network links.
_________________________________________________________________________
Day NINE
Moodboards for Event
Invitation Designs for Launch Party
Event
Event
flow of launch party.
6pm –
·
Prepare
shop ready for guest ensuring all is in place and ready to go.
·
Review
any last minute details.
7pm –
·
Doors
open, welcome drinks & small snacks.
·
DJ
starts.
·
Meet
and greets/ getting to know everyone etc.
·
Photo
booth Opens.
8pm -
·
Shops
staffs introduce themselves of stage& a description of what they do.
·
Runway
show of latest garments made by Black Lace Clothing.
8.30pm –
·
Photo
booth& DIY stall open.
9pm –
·
Guest
are left to mingle& look/ buy any products they liked.
·
Any
questions could be asked etc.
10pm –
·
Closing
thank you speech.
·
Guests
are left to depart & given goodie bags as well as promotional
vouchers/codes.
The Event In More Detail.
The
Black Lace Clothing launch party would be held within the clothing shop itself,
this would give customers the chance to get a really look and feel of the store
itself.
A DJ
would be hired to provide music for the evening as well as a small selection of
‘DIY’ style events that customers could take part in, this may be to customize
sunglasses, an item of clothing, headband etc. to add an individual style of
entertainment.
A
photo booth would also be included to print small polaroid style photographs of
guest with added props such as animal ear headbands, oversized glasses etc.
Another
unique difference the launch would include would be an oversized prop (similar
to the LV window displays of animals), with the platforms of social media now
people instantly upload something that is interesting to them, getting a
photograph with a huge oversized flamingo for example would gain a lot of
tweets and Instagram’s from the audience we are targeting.
In
terms of foods and drinks we would offer the clients unique cocktails
(alcoholic or none alcoholic) presented in quirky jam jar style glasses with a
selection of edible flowers (mainly pansy’s as this flower is included in our
logo).
A
variety of small pick & mix/finger food would be provided, something that
could be easily eaten.
(I
saw at River Islands SS14 event small meringues that made many Instagram
accounts)/. The food and drinks need to be just as interesting as the brand and
event itself.
The
fashion show will be hosted in the centre of the shop with a pastel theme
carpet spread for models to walk on; each of the models will be dress top to
toe in Black Lace Clothing promoting each item to each customer. I would ensure
a huge variety of garments to be shown mainly to target every member of the
audience, everybody likes something a bit different and we need to accommodate
this.
Goodie
Bags would be provided with promotional discounts to all customers that
attended the opening, I would also add a 10% ‘friends and family’ discount that
the customers could pass on to gain Black Lace Clothing a bit more custom and
in a way free advertising.
The
goodie bag would be held in a tote bag with the black lace clothing design
printed on the front (once again achieving walking publicity, if a customer was
carrying the tote bag day to day, a member of the public make see/ask about
it& therefore visit the website or store).
Along
with the re-usable tote bag the goodie bag would feature;
·
Promotional
Discounts
·
A
Black Lace Clothing accessory (shoe clips, earrings etc.)
·
Black
Lace Clothing business cards & a small sticker selection.
·
Sweets/
Small Chocolates treat.
·
Any
relatable brand products that may have sponsored Black Lace’s event/ supported
the brand.
Goodie Bag Moodboard
Celebrity Endorsement
I
believe the perfect celebrity endorsement for Black Lace Clothing would be
Alexa Chung or somebody similar, although she has an edgy ‘girl next door’ look
going on, Alexa is also always photographed in dainty dresses and floral print
which I believe is a perfect clash for Black Lace Clothing. Her unique dress
sense matches her personality and we want our customers to feel just as great
as Alexa does after winning Glamour’s woman of the year award this month. I believe
Alexa Chung would be a perfect idol for the younger range of the target
audience to as she is modest and almost polite
with her fame.
In
terms of how Alexa could promote our company it would simply be by
wearing/sharing any of our garments or brand name to her fans, this could be
something as simple as getting ‘papped’ wearing a dress of ours or
instagramming a new skirt we’ve gifted her. I also think as Alexa has recently
wrote and released her book ‘IT’ we could stock/ feature this within our brand/
social networks to (blog the book, post
about it, share our favourite bits etc).
_________________________________________________________________________
Day TEN
final day
The morning of my final day was spent preping for my meeting/presentation with the team, e.g. uplodading all work to ISSUU, checking for spelling mistakes, ensuring I was happy with what I had wrote and the overall feel of Black Lace Clothing.
I then presented my brand to the team & received really good feedback.
I'm particularly glad I chose to go to a marketing company as part of my placement as I have been able to gain a lot of skills completely different to what I had done before.
For my second placement I will be working in a dressmakers, giving me a much more practical/hands on making experience.
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