Flipbook

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© 2018 Haute Concept
All rights reserved. No part of this flipbook may be reproduced,
distributed, or transmitted in any form or by any means, including
photocopying, recording, or other electronic or mechanical
methods, without prior written permission of the publisher,
except in the case of brief quotations embodied in critical reviews
and certain other non-commercial uses permitted by copyright
law.
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Haute Concept present the marketing
proposal for the Shine Ferguson 50
years of fashion event. The proposal
aims to give guideline for both the
branding and marketing strategies
for the event and act as a toolkit for
the over all marketing of the event.
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Contents page
Event overview - page 6
Branding— pages 8-15
Marketing Schedule– pages 16-17
Schedule Justification—pages 18-29
Marketing objectives- pages 30-33
References– pages 36-37
Press release– pages 38-39
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Shine Ferguson celebrates 50 fabulous years in the
fashion industry
Shine Ferguson celebrates 50 years of success in Haute
Couture by planning a 2 day extravaganza in the
Principality of Monaco.
Mrs Fergusons guest list is complied of 70 jet set VIP friends
who will be attending the luxurious Grand Venue Gala.
An additional 500 attendees, including the fashion industries
leading reporters, bloggers and models will attend a variety
of parties and events through-out the course of the two days.
The event will be elegant, luxurious and exclusive to suit our
high-fashion clientele with all expenses being covered to offer
our guests the most memorable experience. The Principality
of Monaco in the French Rivera is the epitome of elegance
and the ideal destination for the event. Haute Concept will be
covering every aspect of the event to ensure an extravagant
and opulent event is hosted on behalf of Shine Ferguson
Fashion House.
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Defining the Haute Concept Brand
Our event company is called Haute Concept as ‘Haute’ means
high in French and ‘Concept’ translates to design in French.
We chose this name due to the location of the event being
held in Monaco in the French Rivera. The phrase high design
translates well to the concept of the event and the ties in with
the over all Shine Ferguson brand.
Additionally, the brand marketing slogan is ‘The Fabric of
Fashion’ which is taken from the quote, ‘The Fabric of Life’.
This quote means the different aspects of life which combine
to create the complete picture of life. Regarding the Haute
Concept slogan, we have changed it to say ‘The Fabric of
Fashion’ to connotate to our audience that our brand
encompasses every aspect of the fashion industry. This is
important for our VIP guests as in emphasizes that we have
undertaken every aspect of the event and the industry to
provide them with a high-quality event.
Regarding the logo, we have chosen to coordinate our colour
scheme with the colour scheme of the Monaco destination
marketing organisation, Visit Monaco (2018). These colours
are red, white and grey, which coordinate with logo of the
Monaco Tourism board which will interlink the tourism
board with our marketing campaign and make it recognisable
for consumers to easily identify our brand.
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Further Branding Information
Our company logo is distinctive, easily recognisable but simple. Based on the colours of the
official Visit Monaco website (Visit Monaco, 2018), the logo conveys the brand values and the
uniqueness of our product. It is easily recognisable at a glance and has aesthetic appeal which
means potential customers will be able to distinguish us from our competitors. Just Creative
(2009), states that a good logo should follow five principles and be:
Memorable, Appropriate, Simple, Versatile, Timeless
As our logo is classically simple, it ensures it is memorable, effective and timeless. It is also
functional and versatile and therefore can be used on different products and applications. As our
product is aimed at the high end of the market or VIP’s, the logo is appropriate for its purpose.
Logos are in fact the face and personality of a company and are vital in the marketing and selling
of a product.
As we aim to embrace our key product, the brand name is essential. ‘Haute Concept’ instantly
leaves a visual impression on our clients. It makes an immediate statement and promotes the
company, its image and the type of service clients should expect. ‘Haute’ is the French (feminine)
word for high-class or fashionably elegant (English Oxford Dictionaries, 2018). In the marketing
of our brand this suggests to our clients ‘expensive’,’ high quality’ and ‘superior’, which of course
it is. ‘Concept’ is the principle or strategy (Cambridge Dictionary, 2018) in our marketing plan.
The key idea of our brand is to sell a ‘high-end product’ to high-end clients.
Our company also understands what colour in a logo says about us and our product. It makes us
identifiable and is one of the first things clients think of (Fast Company, 2014) and associates with
us. Colour is powerful and reflects people’s emotions. Red is a primary colour and we are a primary
company. It makes a bold statement and is attention grabbing. It provokes passion, excitement
and power. Neuroscientist Bevil Conway states that he believes “the science behind colour
processing to be very powerful and completely underexploited” (Fast Company, 2014). Research
has been done by WebPageFX, a marketing and web design company. They found that
“people make a subconscious judgment about a product in less than 90 seconds of viewing, and a
majority of these people base that assessment on colour alone” (Fast Company, 2014). Many
famous brands with proven longevity have used red in their logo: Coca Cola, Kellogg’s, Virgin,
Lego, H&M, CNN, Toyota and Nintendo to name a few (Fast Company, 2014).
The font used is traditional, stylish and classic. It is clear and easily readable for all potential clients.
We have used a more sophisticated lettering within the decagon to identify visually the superiority
of the brand. We aim to communicate with our clients with just a glance and our logo
speaks volumes with its personality and style. With its distinctiveness, classic elegance and sharpness,
our brand logo says everything about us that a client needs to know. We feel our company
knows and understands our clients and our logo represents their expectations of us.
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A large proportion of our marketing will be communicated through s
researching other high-profile fashion campaigns, we discovered t
Burberry’s ‘Burberry kisses’ campaign used technology to create a p
(Campaign, 2013). Chanel also used online marketing as part of its
(Econsultancy, 2016). Haute Concept will be using a range of market
primarily will be focusin
Haute Concept will be marketing the event through subtle and altern
exclusivity prior to the event. Prior to the event, we will market the S
around the fashion line which will l
To achieve this buzz, we will use a mixture of high profile celebrity
the brand to our target markets. Endorsement has been proven to
attitudes towards a brand (Haefele, 2015). Using high end celebrities
Shine Fergusons over all profile. Celebrity ambassadors will post ph
of social media sites as social media is among one of the best opport
The use of celebrities posting the Shine Ferguson collection onlin
connotate to potential consumers tha
We have chosen this marketing channel prior to the event as the
marketing technique will allow us to generate interest in the event
locat
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ocial media due to social medias high influence in marketing. Upon
hat they had also used social media as a main marketing medium.
ersonal connection with consumers by collaborating with google art
over arching marketing campaign for its Inside Chanel campaign
ing communications to market the Shine Ferguson fashion event but
g on digital marketing.
ate methods as the event needs to remain low profile to maintain its
hine Ferguson fashion range instead of the event, to generate a buzz
ead to greater interest in the event.
ambassadors and social media to subconsciously raise awareness of
be an effective marketing tool to positively influence consumer
within the fashion industry will attract high quality press and raise
otos wearing the latest Shine Ferguson line and add posts to a range
unities for brands to connect with potential consumers (Neti, 2011).
e prior to the event will create an exclusive feel to the brand and
t it is the latest trend in the market.
client has requested the event be exclusive and invite only. This
without releasing specific details of the event such as the date and
ion.
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MARKETING
Haute Concept have sectioned the marketing
which includes all marketing activities leading
to take place in October 2018. After the event
will maintain a high profile for bo
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SCHEDULE
schedule into three sections: Before the event,
to the event. During the event, which is due
, which includes marketing activities which
th the event and Shine Ferguson.
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ACTIONS REASONING PRO
Create a website: create a high-end
website for potential clients and
guests to access (See Page 10).
Save The Date: Contact all
relevant major press companies and
fashion clients to let them know the
event is happening.
Websites for tourism DMO’s have
become far more than an information
source. They inspire and
create a buzz around destinations
and help with planning and
booking travel (Morrison, 2013).
To gain an initial buzz around the
event from industry press and
professionals.
Option 1: Hire
to creat
Option 2: opt
website
Option 1: Cre
email in a ‘Sa
Option 2: Send
dat
Celebrity Ambassadors: Use
celebrity ambassadors to create a
buzz around Shine Ferguson Fashion
through social media posts.
Contact high end brands to
sponsor the event
Celebrity endorsement is recognised
as a powerful tool in communications,
with celebrities
viewed as more powerful than
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anonymous models (Carroll,
2009).
A match between the endorser
and the brand leads to a variety of
positive outcomes for firms including
enhanced spokesperson
expertise/credibility, a more positive
attitude toward the ad, a
more positive attitude toward the
brand and higher brand recall
(Gwinner & Eaton 2013).
A range of ph
with celebrity a
can then be p
media to raise
p
Contact lux
companies to
and promote th
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CESS RESOURCES ASSESMENT
a web design team
e a website
for a ‘self-made’
e.g. wix.com
Option 1: website domain cost
and web designer wage
Option 2: Free using Wix initial
packages or
Monitor website activity
Monitor Google Ad Words account
(Cost and number of
‘clicks’)
ate a professional
ve the date’ style
out print ‘Save the
e’ cards
oto shoots done
mbassadors which
osted over social
Shine Fergusons
rofile.
Option 1: Free to develop, only
cost would be labour costs
Option 2: Cost of creating the
cards and costs of postage
Costs: Payment of quality celebrity
ambassadors, organising and
executing the photos shoots
Monitor using clicks onto the
email and clicks on links within
the email
Use an RSVP option to monitor
interest.
Through likes, comments, shares
and retweets on a range of social
media platforms.
ury brands and
sponsor the event
eir products at the
vent.
Costs: Dependant on the sponsor,
arrange an agreement where
both parties have a beneficial
input and output.
Through increased sales in
sponsors products. An increased
interest in the event.
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ACTIONS REASONING PRO
Press invitations
Invite high quality press to the
event and ensure that the
event is well marketed and
advertised.
Email online i
remain of hig
design to set
the e
VIP invitations- invite the 75
VIP guests to the event
To create a high profile, VIP
clientele for the event and
attract a high calibre of people
to the event.
Extravagant, lu
to set a standa
- products fr
Luxury choco
champagne, i
Shine Fergus
Press release- to advertise
the interview with Mrs
Ferguson
To get press to attend the
interview and the write about
the interview in a range of
magazines and blogs to
promote the event.
Email or post
lease to all rele
of the press
eve
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CESS RESOURCES ASSESMENT
nvitations that
h quality and
overall tone of
vent.
Cost of person designing the
invitations– free to email
Through an RSVP option on
the invitations to monitor
who is attending.
xury invitations
rd for the event
om sponsors
lates, vintage
tems from the
on collection.
Cost of buying and sending
the gifts– no expense spared
when buying the gifts
An RSVP response option to
monitor attendance and
customer engagement.
the press revant
members
prior to the
nt.
Option 1: Email the press
release, free to email.
Option 2: Cost of postage and
creating the press release.
An RSVP response option to
monitor the number of
people attending the press
release.
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JUSTIFICATION OF THE PRESS RELEASE
(See Appendix)
A press release is a written statement about a matter of public interest which is given to the press
by an organisation concerned with the matter (Collins English Dictionary, s.f.).
The first step to writing a press release is to find out if the topic will be interesting for mass media
to publish (Busto-Salinas, 2012). In this case, the Shine Ferguson fashion event will be of interest
to the press because Shine Ferguson is a well-known firm in the fashion world. In addition to this,
there will two very famous fashion designers and celebrities who will be attending the event. This
will make the event interesting for the mass media.
The function of the headline is to attack the reader and synthesize what the author wishes to tell.
The headline must provide the most important information so that the reader knows what is
happening without having to read anything else. In addition, it must attract attention (El País,
2007, p. 51). The headline of the press release (The fashion house “Shine Ferguson” celebrates its
50 years of success in the fashion industry with Haute Concept, Monaco) is clear and concise, it
attracts the attention and provides relevant information to the reader.
The first paragraph is the second most important part of the press release, it not only has to
inform the reader about the most important facts, but also made the reader to continue reading.
To achieve that, the five W’s (who, what, when, where and why) should be used (Armentia &
Caminos, 2003, p. 81-82). In the case of the press release for “Shine Ferguson”, the five W’s are
answered.
The following paragraphs are structured as Carl Warren (1951) calls informative story. It consists
of providing the most important information at the beginning. This is also called inverted
pyramid.
Some news includes additional background which help reader to understand the text. It is also
recommended to introduce some lines in the press releases as it may be helpful to the journalist to
feel more confident with the information (Busto-Salinas, L 2012). In the press release of Shine Ferguson
some lines about the company have been added to provide some background. Finally,
there have also been added contact information in case that the journalist needed more
information.
The conventional press releases attempt to inform and make people attend the event they are
announcing. But in this case, we only want to inform because it is a very exclusive event and not
everybody can participate. The exclusivity is achieved by launching a limited number of
invitations and inviting celebrities.
Finally, the mass media chosen to send the press release are the magazines specialising in
fashion, the main newspapers of Monaco and of the other countries where Shine Ferguson
operates.
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DURING TH
mediu
The use of social media h
almost every luxury f
recognised as an impo
(Jiyoung &
Haute Concepts primar
during the event will be th
There will be daily post
through out website and
There will be daily posts f
out the event through socia
a large number of posts at t
and closure party requ
There will also be a numb
range of high profile blogg
the ev
In addition to this high qu
will be covering the even
media platforms to furthe
generate furth
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E EVENT
as already expanded to
ashion brand and is
rtant tool for success
Ko, 2010).
y marketing channels
rough digital marketing
ms.
s from Haute Concept
social media accounts.
rom celebrities through
l media and specifically
he events grand opening
ested by the client.
er of blog posts from a
ers who will be covering
ent.
ality fashion magazines
t and using their social
r market the event and
er interest.
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Gomez et al. (2017) comments that
Snapchat is important for making
emotional, real time connections,
specifically with the 18-24
With over 200 million active monthly memb
20 billion shared photos, 1.6 billion likes dai
and 60 million average photos uploaded a d
Instagram, is perhaps the most popular ima
based social medium for smartphones (Salle
al. 2015).
target market bracket.
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ers,
ly,
ay,
geh
et
Zarrella (2009) highlights the importance of Twitter during events
to keep your audience engaged and informed about the event
with live updates.
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POST EVENT MARKETING
During the event a range of editorial photo shoots will be taking place with
high-end fashion magazines such as Vouge and Vanity Fair, as well as the
Monaco Lifestyle magazines. After the event these editorials will feature in
the various magazines to maintain Shine Fergusons profile.
Haute Concept will be selecting elite models to be involved in these
campaigns to maintain the element of exclusivity and luxury within the
marketing.
There will also be a series of posts via the Haute Concept website to keep
people informed about future events and allow them to view photos and
videos from the Shine Ferguson 50 years of fashion event.
We aim to use social media hashtags such as #tbt (throw back Thursday) to
repost photos from the event and keep Shine Ferguson and Haute Concept
in the forefront of the publics minds.
Lastly, we will be sending out gifts to our VIP guests to leave a positive
memory of the event with them. We will be sending luxury gifts from our
sponsors to remind the of the event and encourage them to partner with
Shine Ferguson and Haute Concept in the future.
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WHAT ARE OUR MARKETING OBJECTIVES?
Marketing objectives are used to describe exactly what the marketing activities will
be used for. These are formed using the SMART framework (Morrison, 2010). The
marketing objectives below are all using this framework by ensuring that they are all:
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One of the marketing objectives of the company is to increase awareness of the brand Haute
Concept in industry companies by 70% on the days of the event (October). This will be done by
creating a large social media campaign once the event is happening and by making sure that the
event is reviewed by all the visitors and that it is featured in industry magazines and papers to
keep customers interested in Haute Concept. This type of marketing can be measured by looking
at if the brand has an increase of likes/shares/followers on social media and by using Google Analytics
to see how many people have visited the website of the brand. The reason for choosing
this objective is so that the business is in the public eye and can be noticed by other VIP who can
then feel confident that Haute Concept is the best company to use for an exclusive event.
Another marketing objective of Haute Concept would be to persuade 75% the potential
customers to register their interest in a ticket for the event by making the fashion event sound
exclusive and by emphasising the point that the event is invite only. This can be done by
specifically writing on the invitations that the guest has been specifically chosen to attend the
event and write that all events are invite only unless specified otherwise (e.g. the press day). The
invites themselves would also be prestigious and expensive to further promote the idea that the
event is the place to be. The reasoning behind this would be to ensure that only the biggest and
most famous VIP guests are attending the event, which is what the clientele asks for in the client
brief. This can be measured by sending out all of the expensive invites and seeing how many
potential guests respond within a period of 3 months. This gives the company enough time to
provide those guests who did not register their interests an incentive to change their minds.
A different marketing objective for Haute Concept would be to encourage 90% of customers to
reserve their place at our event at the as soon as the invite is received and if the customers do not
then the objective would be to provide an incentive for customers to buy a ticket at a later date. A
potential incentive for customers buying the early bird could be that the price could include a free
ticket to go on the Princess Grace Kelly walking tour. This could be done by using the monthly
newsletters and updates to keep the potential guests updated with what the incentives are to
book their place on to the event. The giving of incentives can be measured by seeing by how
much the sales increase after the incentive is offered to the potential guests.
An important marketing objective for the event held by Haute Concept is to invite all of the
industry press magazines to the golden themed Q&A with the Shine Ferguson owners. This will
be done by emphasising to the press that the event is exclusive and by explaining that only the
best of the best industry press companies have been invited. Inviting the industry press is
important so that once the event is over, the company is still receiving the publicity needed to
keep potential customers interested in the company for any future events that are held by Haute
Concept. Inviting press magazines and companies may also help to raise the awareness of the
company due as the press that are invited then may help to promote the future events by Haute
Concept in the future. The amount of press attending the event can be measured by keeping track
of how many companies register their interest and also how many actually attend the event.
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How will we measure our marketing?
If a company wishes to be successful in its marketing, the measurement techniques
used to assess the marketing needs to be relevant and correct (Reicheld, 1994). One
way of marketing the event that will be held by Haute Concept will be on social
networking sites. Social media sites are important for marketing as they ensure that
businesses communicate with buyers and suppliers, as well as being able to use the
sites to assess their business partners and competition (Shih, 2009). On social
networking sites such as Twitter, the site provides feedback and advice on how many
people the marketing is reaching, and how to reach more people (Walters, 2008). This
is a useful measurement technique due to the fact that in 2017, Twitter had 350
million users and therefore if the client can successfully manage their marketing
attempts, then social media sites are an influential way to reach large numbers of
people (Kim & Ko, 2012).
Another way to measure online marketing is by using Google Analytics. This site
gives business managers the option to measure: how many users are active on the
site, the demographics of the users, and how long people use the company website
for (Plaza, 2011). The site is an effective marketing tool as it can help to identify the
target audience of the business, and can also give the user an idea on which
demographics of the people they are not reaching, and how to reach these people
(Hasan et al, 2009).
However, it can also be suggested that offline advertising can lead to better profit
than online marketing (Palmer, 2008). Research conducted by Groeger and Buttle
(2014) found that word of mouth studies are becoming increasingly successful as an
offline method of marketing. To measure the word of mouth marketing, the
marketing ambassador would hire a certain amount of people, who must successfully
speak to a certain number of people about the event (Groeger & Buttle, 2014). For
example, if the marketing ambassador hired 600 people, who each had to speak to 50
people, the word of mouth will have reached 30,000 people. This is an effective
measurement technique as it is easily measurable and reliable.
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A final note
Thank you for reading the Haute Concept marketing proposal
for the Shine Ferguson Fashion Event. Please contact the
Haute Concept marketing team for further information:
Email: contact@hauteconcept.com.
Phone: 0123 456 789
Haute Concept Marketing Team
Eleanor Greatorex
Emily Knight
Antonio Lopez Crespo
Connor Margaglione
Hannah Bowers
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Appendix
Press Release
HAUTE CONCEPT
The fashion house “Shine Ferguson” celebrates its 50 years of success in
the fashion industry with Haute Concept, Monaco.
In October 2018, the fashion house, Shine Ferguson will be celebrating 50 years within
the fashion industry. To celebrate this milestone, the founder of the organisation, Mrs
Ferguson, will be holding an exclusive fashion event taking place in Monaco.
This event will be a very exclusive event; only 570 people with official invitations will be
able to attend. 70 of the guests are VIPs who are close friends of Mrs Ferguson from the
fashion industry, including the famous fashion designers Jean Paul Gaultier and
Donatella Versace.
Fashion reporters, fashion bloggers and Loyal Brand customers will also be invited to
the event. The event will be attended by a range of other A-list celebrities and is expected
to be a major event in the fashion calendar.
During the fashion event, an exclusive questions and answers interview will be taking
place with Mrs Ferguson and exclusive members of the press. This exclusive interview is
by invitation only and will be taking place on the second day of the event. During the
exclusive Q&A, Mrs Ferguson will be answering questions about her 50 years in the
industry and her previous collections. She will also be giving an exclusive insight into
her upcoming collection due to be released in 2019.
Haute Concept are only inviting the most prestigious industry press to this event as it is
an exclusive opportunity to partake in a one of interview directly with Mrs Ferguson.
An array of parties and social events will be taking place through-out the event such as
the Grand Venue Gala which is exclusively for Mrs Fergusons VIP friends and guests,
and the Grand Closure party at the end of the event.
Fashion shows displaying the history of Shine Ferguson and exclusive parties will be
taking place through-out the two day event.
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Notes to editors
About Shine Ferguson
Shine Ferguson was started in 1968 in Leeds with the objective of making
clothes and footwear with the best quality and with the aim of becoming
one of the best companies within the fashion industry.
During these 50 years, the brand has achieved its objectives; it has
managed to become one of the most known fashion firms around the
world and it has also acquired the confidence and loyalty of more than 1
million customers.
Today Shine Ferguson is one of the most famous fashion houses around
the world.
Mrs Ferguson is the founder of the company. She has wide knowledge
about the fashion world and she has worked in countries such as
Germany, the Unites States and Russia and is currently working in France.
Contact
Antonio M. López, communication director
X Street, Leeds LS5 3BR
Phone: 0123 456 789
Email: directcom@hauteconcept.com
Website: www.hauteconcept.com
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