1 Proenza Schouler London Flagship Store Launch PR proposal Clemence GRELIER MA Public Relations Fashion PR
2 Table of Content About Proenza Schouler I/Retail Concept 1. What 2. Where II/Target Audience 1. Target Market 2. Insights III/Aims and Objectives 1. Aims 2. Objectives 3. Idea and Key Messages IV/Strategy 1. Pre-launch 1.1 Interview/Q&A on Google Hangout 1.2 Collaboration with graduates on PS1 1.3 Video Competition 2. Launch 2.1 Launch Event 2.2 Guestlist 2.3 Media Coverage V/Evaluation 2. Online VI/ Timeline and Budget 1. Timeline 2. Budget VII/ Rationale
3 About Proenza Schouler Proenza Schouler was created in 2002 by Jack McCoullough and Lazaro Hernandez, two former classmates of the famous Parsons School of Design men caught the attention of Barneys New York who bought their entire senior Schouler (the combination of their mothers maiden names). Ever since, the brand has established itself as a revigorating American fashion house, and gained the admiration of the whole industry. They were awarded with the CFDA awards, including three Womenswear Designer of the Year awards in followed by a second store opened in October 2013 in Soho and designed by Adjaye Associates. drawn from contemporary art and youth culture is combined with an emphasis on tailoring and the use of custom developed fabrics. Indeed, the duo of designers plays with the fabrics to reinvent the fashion codes and create powerful and sophisticated looks. Their collections often feature modernised classic pieces, many looks convey a sense of strength, the woman is strong and powerful but also very feminine and chic with a lot of skirts and dresses. fabrics.
4 I/retail concept As East London is becoming the new artistic and creative neighbourhood, Proenza Schouler wanted to establish would match their vision and fuel their creative process, Retail not only supports our business,. being right between the business atmosphere of Liverpool Street and the creative vibe of Shoreditch and Brick Lane, it felt appropriate and relevant to choose this location for the store.
5 Adjaye, who had previously been chosen by the duo to create their two New York retail spaces. The collaboration between the designers and the architect has once again been very fruitful as this store is another expression of the creativity of Jack McCullough and Lazaro Hernandez. sophisticated atmosphere of their other stores, the pair decided to mix organic and natural elements with more colorful and funky prints, their trademark.
6 II/ Target Audience 39 that have an above average disposable income and live youthful perplexity of southern Manhattan, but north, they say, is where the buying power lies. The target audience is very active on social media and the brand has developed an important online fanbase thanks to its very engaging social media strategy. For the fashion conscious urbanista who wants an elegant product that displays her excellent taste and distinctive fashion sense.
7 The duo spent a long time building their brand and image through online promotion and celebrity endorsement, keeping their products at a distance from the crowd, creating an important buzz in the fashion industry. After several years immediately found their audience. The customers of Proenza Schoulers are fans brand, follow them on social media, and care about the creative process of the were buying a piece of art, in order to be part of the success story that is Proenza Schouler.
8 III/ Aims and Objectives Our aims with this store launch is to introduce Proenza Schouler to the British market. Our strategy will aim at allowing our target audience to get to know the brand, their story, engage with it and eventually, purchase their products. Proenza Schouler introduction and show our audience that this is the brand that they will have to count on in the future. On the other hand, we also want to show that the fashion world is not hermetic and that brands should start engaging more with their audience, which is something that Proenza Schouler has always done through various media channels and especially, social media. We will aim at reaching out to the audience and especially fashion students, who are the future creative minds of the industry.
9 Our main objectives will be to generate maximum media coverage around the store launch and the new presence of with the audience directly to present Proenza Schouler as the innovative and accessible brand that it is. We want our audience to : Think that Proenza Schouler is a daring, creative and innovative brand that wants to involve its audience in its brand story. Feel connected to the brand and its products, inspired by its creativity and stimulated by the various projects that the brand is undertaking. Do engage more with the brand, take part in the various tactics of our strategy and eventually, come to the store and purchase the products.
10 Main idea : Enter Proenza Schouler s world. Be part of the adventure. The fashion world is not unreachable. With new technologies, anyone can be part of it. Proenza Schouler is a young, innovative brand who wants to take inspiration from what the young minds have to offer. Proenza Schouler encourages and supports future creative minds and wants to pass on its knowledge to the new generation of designers.
11 Launch 1.1 Interview/Q&A on Google Hangout with Garance Doré One week before the launch, we will put together an interview/q&a session on Google Hangout in collaboration video posted on her blog and it felt natural to ask her to do this again. This time, we will do the interview on Google Hangout, a video conference tool, which will allow us to have participants with us all around the world that can ask the comment box of our Facebook post. A limited number of participants (the maximum being ten participants at a time, we will do two sessions with two different groups) will be chosen and they will receive an invitation to enter the hangout and be able to take part in the Q&A session. The session will take place at Proenza Schouler s studio and will last 1 hour (2 sessions of 30min).
12 Expected Media Coverage from online media mostly. We will target Repeller, Fashiontoast, The Sartorialist...), fashion websites (The Business of Fashion...) and online versions of fashion magazines (Vogue, Glamour, Vanity Fair...). We also expect this interview to attract both the exisiting audience of Proenza Schouler and people who want to know more about the brand. The interview will be promoted 2 weeks before on all social media accounts of Proenza Schouler and in the press release.
13 1.2 Collaboration with fashion graduates on the PS1 In our effort to engage with the audience, and especially with students and graduates, we will collaborate with three recent fashion graduates from Central St Martins and the three versions will be produced in a limited number and sold The three graduates will be Drew Henry, from Central St Martins, Ashley Williams and Philli Wood from Westminster. They were chosen based on their success after their graduation, their previous experience and their use of prints and fabrics, The collaboration will take place two months before the launch and will be supervised by Jake McCullough and Lazaro Hernandez. Ashley Williams Drew Henry Philli Wood
14 Expected Media Coverage We expect this collaboration to be covered by a number of media : free press such as Metro, the Evening Standard and the ES magazine, fashion press such as Vanity Fair, Vogue, Glamour, ELLE, and student media and universities websites. We will promote this collaboration on all of the brand s social media the press release. We expect this collaboration to draw the attention of fashion students but also of fashion professionals and of the general public as it is something that has never been done before in fashion.
15 1.3 Video Competition for students to create an exclusive launch video At the same time, a video competition will be launched for fashion students from St Martins, the London College of Fashion and launch. As Proenza Schouler has worked with famous directors for their campaign videos, and as they consider their videos to be proper creative projects, we want to give students the opportunity to express their creativity and show us what their vision of the brand is. There will be two winning videos, one chosen by the designers and one chosen by the public through a voting system on Facebook. The winning videos will be broadcast at the opening event and the winners will get to attend the event with a guest.
16 Expected Media Coverage We expect the competition to be covered by most of the media mentioned previously but mostly by free press and student media, as well as the universities websites. We will record a short video with Jack McCullough and Lazaro Hernandez and post it on Youtube and all other social media platforms to launch the competition. We expect the universities involved to share the news on their own social media accounts.
17 2.1 Launch Event The opening will take place on June 6th, 2014, with a cocktail party for the profession and the press. As Proenza Schouler is tweeting and live posting on Instagram, to include the wider audience in the formal launch of the store. The winning videos and all the previous campaign videos will be broadcast in the store during the event. A DJ will be taking care of the music for the evening.
18 2.2 Guestlist Our guests will include both fashion and press professionals. We will invite fashion editors and journalists, but also fashion bloggers, as they professionals. We will also invite celebrities close to the brand, the winners of the competition and of course, the graduates who collaborated Some of the guests include : Fashion press Anna Dello Russo (Vogue Japan), Jo Elvin Fashion bloggers Schuman (The Sartorialist), Leandra Medine (The Man Repeller), Rumi Neely (Fashiontoast)... Celebrities Chloe Sevigny, Leighton Meester... We will also invite the student media from the universities who collaborated.
19 Media Coverage We will broadcast the event live on the live and post pictures on Instagram. We expect the event to be covered by all the media targeted previously and mostly by new media such as fashion blogs, websites and online magazines. We also expect the event to be covered in free press like the Evening Standard and its magazine, TimeOut and Metro.
20 press release This press release will be sent to all the targeted media to announce the store opening and the various things happening prior to the launch. It will also be available on Proenza Schouler s
21 V/ Evaluation Number of articles and columns in the press OFFLINE Minutes of TV and radio coverage Number of participants in competition Number of PS1 revisited sold Number of Facebook and Instagram likes and shares Number of tweets and retweets Number of views, comments and likes on Youtube for the launch video ONLINE Number of participants willing to take part in the Hangout Number of people watching the launch event live
22 VI/ Timeline and Budget
23 Interview with Garance Dore : 5,000 Collaboration with graduates : Launch Event : Total :
24 VII/ Rationale retail concept to promote, since they are currently opening stores in Asia and that they are expanding their retail spaces. Then, savvy brand, and that they had a very strong online presence. The designers had said several times in many interviews how they loved the technology they had at their disposal, for both their collections and the promotion of their clothes. In the end, I researched what had been done before for their advertisement campaigns and how they used videos and photos. I found out that their videos were not only promotional tools but proper creative projects that could even be seen on their own, outside the whole promotional campaign. The two things that struck me the most about Proenza Schouler is that they started right out media, which is very different from what other brands usually do. for a fashion brand. Fashion is an industry that seems so unreachable for people, I wanted to build my strategy around the idea that fashion is not so far away from us and that Proenza Schouler wants to get everyone involved to celebrate their arrival in the purchase a more affordable version of the bag and a limited edition as well, an item that would symbolize this celebration. I also wanted to do something for current fashion students, something that could be broadcast. I decided to launch a video competition, since Proenza Schouler is already very keen on producing video content. I thought it could also represent a good the biggest fashion courses in London (St Martins, London College of Fashion and Westminster). In addition to all that, I wanted The blogger Garance Dore had already done that with some of her readers and she also had previously interviewed the designers so it was only natural to ask her to host this Hangout. Since the maximum number of participants is ten, I decided to do two sessions of 30 mins with two groups of ten. I thought it would be an interesting way of giving people the opportunity to learn live posting on Instagram to get everyone involved, as the general idea is suggesting. Concerning guests, I decided to invite traditional media professionals, as well as bloggers, celebrities close to the brand but also the winners of the competition and the student media from the universities who collaborated with the brand, to keep in line with the idea and key messages. Concerning media coverage, I focused on print and online media, and decided not to target TV and radio as the brand does not appear on those channels very often. Of course, I also targeted student media as the strategy was targeting fashion students among others. Overall, I tried to keep my tactics and choice of media targets in line with my general idea and key messages. I wanted to do something original and new because I felt like Proenza Schouler is a young and daring brand. There are also so many retail concepts launched each week that brands should try to create more innovative strategies around these events.
Background Proenza Schouler: New York based womenswear and accessories brand. Founded in 2002 by Jack McCoullough + Lazaro Hernandez. The two designers met while studying at Parsons. Their senior thesis
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