The Brand and its Communication

The Brand and its Communication

Index 1. The Brand 2. Handicraft Process 3. What makes us different 4. Uno de 50 in Spain 5. Worldwide Exposure 6. E-Shop 7. Communication and Brand Image

Título 1. The Brand In the late 90s a group of creative designers decided to establish a jewellery and accessories business with a philosophy and a one-of-a-kind personality. The project was based on a utopian idea, create 50 units of each design, so that whoever had one piece would have only one of the existing 50, giving the name to the brand. The utopia came true thanks to the original designs of its collections and so, with time, the company decided to expand horizons so that more than 50 people could include a Uno de 50 piece among their favourites. Today, we still offer to our loyal followers Limited Editions of 50 pieces of some designs, to commemorate our origins. Originality, creativity and a one-ok-a kind personality are the keys to our success.

Título 2. Handicraft Process The handicraft process is one of the pillars of our philosophy since we still use the same craft manufacturing processes as in the beginning of our time. All the process from the design to the moulding, coating, assembly and product handling are done in Madrid (Spain), where the headquarters are located. Título

3. What makes us different Original, creative and categorical designs Handmade products Timeless collections Personality/Unique Style

4. Uno de 50 in Spain 4.1 Privately Owned Stores We have 25 privately owned stores located in the most emblematic commercial areas of each city. The same creative team that designs the collections transfer to each space the universe of the brand through unique décor elements.

Título 4. Uno de 50 en España

4. Uno de 50 in Spain 4.2 Multibrand Stores We started our national expansion through the multibrand channel and are now in the best stores throughout the Spanish territory. 4.3 Shop In Shops Likewise, we are placed in the best El Corte Inglés shopping centres of Spain and Portugal.

5. Worldwide Exposure Once placed in the national territory, the success of the brand has made us start our worldwide exposure. We carry this project through by different means: 5.1 Multibrand Stores We started our worldwide exposure in the year 2004 through the multibrand channel. Following that direction, we are placing ourselves in the best shop windows in the world, aiming to increase our presence in the international market. With this target in mind, we take part in the main fashion and jewellery fairs in Europe (Bread & Butter in Berlin, White in Milan, TFWA en Cannes). 5.2 Privately Owned Stores In late 2009 we start a new phase with the opening of privately owned stores outside our borders, specifically in Paris. Among our future plans is the opening of flag stores in prestigious capital cities within the fashion industry like London, New York, Milan, Rome and Hong Kong.

Título Paris, Rue Saint Honoré

5. Worldwide Exposure 5.3 Store Franchises In line with this, the expansion is reinforces by the opening of franchises; this channel requires a commercial criteria study prior to selection. Currently we have franchises in USA and Central America.

6. E-Shop The online store displays the look&feel interiors of our physical shops, so as to make the client feel like part of the Uno de 50 universe.

7. Communication and Brand Image Publicity Campaign 2010 With this publicity campaign we want to emphasize the concepts of attraction, obstinacy and temptation principal motivations of holders of Uno de 50 designs.

7. Communication and Brand Image Media Plan We work on a Media Plan that incorporates the following supports: graphs, online supports and outdoor campaigns. 1. Our GRAPHIC PLAN focuses on the following supports: Top Women s and Men s Magazines: Vogue, Elle, Telva, Marie Claire, Glamour, etc. Trendy Magazines: Vanidad, Tendencias, Harper s Bazaar Weekly Supplements: EPS, Yo Dona, XL Semanal

7. Communication and Brand Image 2. Our ONLINE PLAN focuses on the following supports: Vogue Glamour Telva/Yo Dona Elle Hola MSN/Yahoo/Google (research campaign)

7. Communication and Brand Image Press Office The Gallery Room

7. Communication and Brand Image Press Office The Gallery Room Daily support to our press department providing: The presentation of 2 collections per year (Open day). Spring/Summer in October Fall/Winter in May Information and images of the collections (Now F/W 2011) Information and images of the handicraft process Physical pieces for the showroom Interview spokesperson. Selection of brand-related media in order to have a good media coverage (interviews, fashion productions, bazaars...)

Título Título Clippings in Press

Título Gabinete de Prensa Título VIP Characters

2010 7. Communication and Brand Image Special Actions Facebook Corporate profile management of Uno de 50 to obtain: Visibility. Market positioning by giving an added value to network users and clients. Transition towards other digital supports (www.unode50.com, features about the brand, etc.) Near 33.500 fans in one year approximately.

7. Communication and Brand Image Internal Actions - Collaborations Co-branding: Collaboration agreements in process with brand-related to us fashion brands. Charity actions: Collaboration agreements to settle in process with associations, foundations, NGOs and specific charity events.

C Guzmán el Bueno 6 Pol. Ind. de Alcobendas. 28108 Alcobendas - Madrid T +34914844468 F +34914844465 W www.unode50.com E info@unode50.com