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Recommendations for PR agencies

Option 1.

Task PR

 A PR agency that is founded and run by Tamara Kretzer and Andre Schlagowski in partnership with an experience of 25 years in the fashion industry and offers a number of services like

- Finding celebrities / bloggers that would be best suited for the brand

- social media takeover 

- Photography and imagery is very impactful

 Cost- usually discussed while signing the contract.

Email id- info@taskpr.com

Number- 020 7636 1399

Located on 85 Great Titchfield Street

London W1W 6RJ

   Option 2.

Kay Flawless PR

 A PR agency founded by Karine Laudort and has an experience of 15 years in the Fashion Industry.

They specialise in Fashion, Lifestyle and Entertainment. And support their customers with a vast network of contacts for press, magazines and trade shows.

 They have numerous amount of contacts for the press in the UK such as Vogue (UK and Italia), Hello, OK! Magazine, The Kuwait Times, GQ, l'Officiel (France), Cosmopolitan, UK national newspapers, Mail Online, Metronews and Stylist Magazine.

Kay Flawless offer a number of services like

-          work with medium sized designers like Steven Tai

-         Known for providing photographers for shoots and videography. 

 Cost- only discuss when the contract is being made.

Email id- info@kayflawless.com

Contact number- +447964209601

Located on 90 Main Yard 90 Wallis Road, Studio 2 London E9 5LN

   Option 3.

Trace Publicity

A PR firm founded by Lian Hirst

 Trace offers a number of services like

-       Promote the brand from the initial stage of concept to delivery, have strategic campaigns with maximum impact.

-          Building brand credibility and recognition

-          Recreate the brand’s presence on social media

Cost- discussed according to services

Email id- sales@tracepublicity.com

Contact number-  +44(0) 207 240 9898

Located on 22 little Russell Street

London WC1A 2H

By Aditi Batra

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Current PR Strategy

The current PR agency is The Wolves that is handling all of Steven Tai’s UK and International press activity.

Their current Strategy is to help Steven Tai with planning events, fashion week presentations and help in getting him press and editorial articles.

Even though there are a number of articles written about Steven Tai and his collection, they do not have a direct connection with him and are not further posted or being promoted on his social media and have only about 50 shares per article.

 Long-term Strategy

The long-term strategy for Steven Tai is his live event for Digital Reinvention.

For this event, he should invite more press, bloggers and magazines to cover the event.

 Press and magazines like Business of Fashion, Loose Threads, WWD, Zimbo, Nuvo, 1granary, etc. are some that can be invited as Steven Tai has already worked with in the past and have good relations with them.

 Once they write about the event, it will create more brand awareness

After which Steven Tai should re- post them on his social media to get more attention from his customers to reach a larger audience.

 By Aditi Batra

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Potential contacts of buying team in different retailers

Potential retailer 1

Selfridges & Co.

Contact reference

Sebastian Manes

Job position

Buying and merchandising  director

Contact method 

1.     Email: sebastian.manes@selfridges.co.uk

2.     LinkedIn  https://www.linkedin.com/in/sebastian-manes-77052022/?ppe=1

Potential retailer 2

Hervia Bazaar

Contact reference

Oscar Pinto-Hervia

Job position

Founder & CEO

Contact method

1.     Email:  mstore@herviabazaar.com     2.     LinkedIn

 https://www.linkedin.com/in/oscar-pinto-hervia-712b2119/?ppe=1

Potential retailer 3

Harvey Nichols

Contact reference

Helena Sotiriou

Job position

Buyer of Internetional Accessories

Contact method

1.     Email:  Helena.sotiriou@harveynichols.com   2.     LinkedIn:

 https://www.linkedin.com/in/helena-sotiriou-827224113/?ppe=1

Potential retailer 4

Stylebop.com

Contact reference

Coco Chan

Job position

Head of Women's RTW & ACCS

Contact method

1.     LinkedIn  https://www.linkedin.com/in/coco-chan-3067a642/?ppe=1

Potential retailer 5

Liberty

Contact reference

Gina Ritchie

Job position

Buying Director

Contact method 1.     Email:

 gina-ritchie@liberty.co.uk

 2.     LinkedIn

 https://www.linkedin.com/in/gina-ritchie-71981a47/?ppe=1

For further process, if Selfridge buying team is interested in buying the collection.  The guidance is following:

Section 1: Buying Process & PO Specification – direct to your Selfridges’ buying contact at Head Office

Section 2: Distribution Centre & Delivery Compliance (Standards) – direct to Selfridges DHL Distribution Centre

Section 3: Invoice Payments & Account Debits (including Administrative and Liquidated Damages Charges relating to Delivery Compliance) – direct to Selfridges’ Accounts Payable

Section 4: Inbound Logistics & International Suppliers – direct to DHL Supply Chain (Selfridge & Co, 2016)

Kayan Leung 

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Current stockists of steventai

(a)  Dover Street Market based in London, UK Official website: http://london.doverstreetmarket.com/  Social Media audience: 45,131 likes on Facebook and 282,000 followers on Instagram.

(b)  Excelsior based in Milan, Italy Official website: http://www.excelsiormilano.com/‎  Social Media audience: 14,754 likes on Facebook and 86,300 followers on Instagram.

(c)   BEAMS based in Japan  

Official website: http://www.beams.co.jp/  Social Media audience: 162,191 likes on Facebook and 261,000 followers on Instagram.

(d)  Savant based in Tokyo, Japan   Official website: http://www.savant-inc.com/  Social Media audience: No data can be found on Facebook and Instagram

 (e)   Nordstrom based in Canada Official website: http://shop.nordstrom.com/  Social Media audience: 4,669,287 likes on Facebook and 2.5 million followers on Instagram.

(f)   S*uce based in Dubai, UAE

Official website: http://concepts.shopatsauce.com/  Social Media audience: 11,804 likes on Facebook and 120,000 followers on Instagram.

(g)  DMOP based in Hong Kong Official website: http://www.d-mop.com/  Social Media audience: 72,692 likes on Facebook and 40,000 followers on Instagram.

(h)  Runway based in Vietnam  

Official website:  http://www.runway.vn/en/home.html  Social Media audience: 27,858 likes on Facebook and 1,574 followers on Instagram.

 (i)    Cuevolution based in Kuala Lumpur, Malaysia  

Official website: http://cuevolution.com/  Social Media audience: 955 likes on Facebook and 2,397 followers on Instagram.

(j)   Han Style based in Seoul, Korea Official website: http://shop.ihanstyle.com/  Social Media audience: 7,522 likes on Facebook and 2,865 followers on Instagram.

 (k)  More is Love based in Tbilisi, Georgia   Official website: https://moreislove.com/  Social Media audience: 32,519 likes on Facebook and 103,000 followers on Instagram.

 (l)    Eraldo based in Venice   Official website: http://www.eraldo.it/  Social Media audience: 21,726 likes on Facebook and 16,600 followers on Instagram.

(m)Sprezzatura based in Paris, France Official website: http://thesprezzatura.com/ Social Media audience: 2,284 likes on Facebook and 10,000 followers on Instagram.

Kayan Leung 

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Steventai project proposal

Introduction This project proposal is planned for the targeted fashion label, steventai. It was founded by Canadian designer Steven Tai in 2013, after he graduated from the University of the Arts London and won several awards including the Chloé award in Hyeres Festival (Arts Thread, 2012). steventai is an UK based womenswear brand and its design studio is currently based in London with fashion stockists in different countries, such as Japan, Italy and Canada. It launched nine collections during London fashion week since spring and summer 2013. The brand is known for its sportswear and are loose fitted designs with a relaxed tomboy look. The designer aims to create a unique balance between luxury and comfort with unconventional techniques and refreshing silhouettes. As the brand has operated for four years, existing business strategies may need to adjust for any continuing development and expansion. Therefore, this proposal is created to enhance steventai current and future performance. We will first evaluate the brand value and identity of steventai and its customers profile. Then come up with a project proposal brief to describe concept behind the event, project scope and key element of deliverables, including live event, product photoshoot and social media and management. Feasibility assessment, budget and cost measurement and time management are also conducted to estimate the needs, in order to successfully implement this project. Network analysis is added at the end to criticise steventai’s current network and give recommendations of key network for future business development.

  Conclusion

In summary, after and evaluation of steventai’s background, their existing business strategies, customer profile and current resources, this project proposal was planned based on £1500 marketing budget from the designer. Three key elements were involved in this proposal, including social media live event with giveaway gifts, steventai’s spring and summer 2017 (SS2017) collection photoshoot and social media reinvention. It should take seven months, in order to complete the whole project. Different tasks were implemented since March 2017, and the last project activity- Live social media event will be held on September 3rd, 2017, after steventai’s next collection presentation. A network analysis is also conducted to measure and evaluate steventai current network in terms of PR and Sales and Marketing sections. Recommendations of future network development are made to support business expansion for the brand.

 By executing this project proposal, the brand should be able to increase their brand visibility, draw attention and communicate with existing and potential customers. Moreover, steventai can increase their sales revenue in the short term through the stockists that are involved in this project.  In the long-run, by carrying on the recommended marketing strategies, steventai should be able to deliver a more visible profile and brand DNA to the public. Therefore, they can engage with a group of larger and proper audiences and get attention from potential fashion retailers to grow their sales and business in the future.

 Network Analysis of Sales and Marketing

Current network analysis Steventai does not have an internal sales team and primarily sells its products through a number of fashion partners including (but not limited to); DMOP, Runway, MoreisLove.com, Dover Street Market, and Sprezzatura (Steven Tai, 2017). Appendix I will show the list of existing stockists for steventai. Stockists are the main current network for steventai’s sale and marketing strategy, the brand also contacts with organisations that run sample sales event, for instance, L’entrepot and Sixlondon.com. Furthermore, steventai is connected with Florence Deschamps to launch its Paris Fashion Week showroom for pervious collections. For example, SS15 and SS16 collections. Steventai’s range of products are relatively expensive in comparison to the wider clothing industry, offering products such as the ‘Gathen Trench’ for $680 and the ‘Grey Plated Skirt’ for $650 (More is Love, 2017). Due to the expensive price tag, it is essential that the brand utilises an effective sales and marketing strategy to ensure that target customers are aware of the brand. However, Steventai does not currently have the most effective marketing strategy.

 In order to improve brand’s current performance and future development related to sales and marketing section, two commendations of network expansion are suggested for steventai to enhance its business strategies.

 Short-term commendation

The digital reinvention event which will collaborate with its existing stockists by linking them to each post on Instagram and Facebook. This can build up traffic from the stockists to steventai’s social media to increase brand awareness. Moreover, it can also let potential customers know where to buy the latest collections. However, the brand still needs to develop its network for its sales and marketing section. One way in which steventai can improve its sales and marketing strategy is by leveraging off influential individuals and fashion networks relevant to the industry. The proposal recommended the brand to work with fashion influencers, such as bloggers. Those are the network that steventai need to build up to promote the collection, simple sales or showroom, in order to increase sales and develop its business. This proposal can introduce fashion bloggers to steventai, and the brand can communicate and build up network for any collaborations and promotions in the future.

 Long-term commendation

In the long-term, as most of steventai’s products are currently sold in one small to medium size retailer in different countries (Appendix I measured the size of stockist based on their social media audience), the brand should consider selling through high-end in-store fashion retailers, in order to improve sales and marketing. As steventai’s products are expensive and niche, it is important that they market the products through high-end fashion retailers such as Selfridges and Harvey Nichols. Another way in which steventai can improve its marketing strategy is by offering its products through larger online fashion retailers. Currently it offers its products through small to medium online retailers so it will benefit from larger fashion promoters raising awareness of the brand. For instance, it could promote and sell its products on stylebop.com, one of the largest worldwide fashion retailers (Lux Worldwide, 2017). Therefore, by launching social media live event on Facebook and Instagram, the brand can create a more visible brand profile online and deliver its brand story to public. It can also increase brand awareness and engage with larger audiences which may potentially get more attention from larger high-end fashion retailers. These will help the brand to reach out and build up network with the procurement teams in those luxurious fashion retailers in the future. To execute this recommendation, Steventai can also approach to those larger retailers by contacting their buying and merchandising teams for supplier queries or invite them to steventai future collection presentation. (Please see appendix I for the contact reference in different relevant retailers) As a customer, perceived value can be shared between store brands and their retailer. Highly recognised and luxurious fashion retailers, its brand image may benefit the store brands (Burt and Sparks. 2002). This should help increasing the awareness of steventai’s brand to its potential customers within the right market segment and increase their sales revenue in long-term.

Kayan Leung 

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Steven Tai live event

We have especially chosen a live stream event because it creates a valuable impact on the customers. Indeed, according to the “Social Media Examiner”, a large social media marketing source, live streaming video is a great way to interact with your audience in real time and to increase engagement (2017). Plus, the “Social Media Examiner” claims that live events can make customers feel more connected to a brand and it also allow them to be part of event thanks to the live commenting (2017). In addition, live streaming events drive the following behaviours towards customers:

-          Curiosity: People are enthusiastic about discovering new things. Thanks to live streaming, customers are able to see content that they wouldn’t in their everyday lives.  

-          Desire for recognition: Social media platforms allow people to be themselves as they are identified by their names (or user ID).

-          Sense of belonging: As live events last a limited amount of time, is it usually impossible to gather thousands of followers. This way, seeing the number and ID of live viewers, make them feel connected to a group.

-          Control: Viewers can directly interact with each other and with the host, they are then part of the show

-          Exclusivity: The content of a stream live event is unique and only the followers connected can interact with it. (www.socialmediaexaminer.com 2017).

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Network analysis for sale and marketing

Steventai does not have an internal sales team and primarily sells its products through a number of fashion partners including: Alison Holt, Ventures, Instant Snow, MadeisLove.com and Ozon (Steven Tai, 2017). Stockists are the main current network for steventai’s sale and marketing strategy, the brand also contacts with organisations that run sample sales event, for instance, L’entrepot and Sixlondon.com. Furthermore, steventai connected with Florence Deschamps to launch its Paris Fashion Week showroom for pervious collections. For example, SS15 and SS16 collections.

Kayan Leung 

Steventai, (2017). steventai.co.uk. [ONLINE] Available at: http://steventai.co.uk. [Accessed 8 May 2017]

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Steven Tai live event

Our project to help Steven Tai strength his brand and make it viral is to organize a live event on Facebook and Instagram. We are taking over his Instagram account with our new social media strategy for 1 months and this will lead to a long term reinvention of his Instagram account. In order to engage his audience (which are his customers and his future costumers) we suggest that Steven Tai explain himself this reinvention during an Instagram and Facebook live event. Steven Tai will create a story around his brand and his digital reinvention. We want Steven Tai to be in the company of a few British fashion bloggers in order to support his decision. Plus, the fashion blogger can talk about their visions of the brand and style some pieces. Steven Tai’s office in Hackney is the targeted location to organize the live event. Nonetheless, we do not want to film while his team is working, we would rather film when only Steven Tai and the two or three bloggers are the studio. To finish at the end of the event, the designer can organize a Q&A session.

By Delphine Brunet

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As we will be doing a reinvention of Instagram, we will create a photoshoot of Steven Tai’s clothing so that he can continue promoting that upcoming to his live event. The photos will help him build stronger relationships with retailers as the photos will be tagged with each piece and retailer he is selling to.

By: Daisy Hristova

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Second Mock Version of the Instagram Takeover 

By: Daisy Hristova

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Behind the Scenes

Making a time-lapse video of the process of making a garment, showcasing the research, doodling, garment construction, etc. This would show the images and videos of what happens behind the scenes during the garment construction, to doing a photoshoot and then preparing for the fashion show. Example: https://youtu.be/QvvJfqLHNjc

By Aditi Batra 

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Interview of Steven Tai to talk more his lastest collection

‘Sleep Now, Work Later,’ Steven Tai reflects on the reasons the fashion industry keep jammin’ jammies on the runway, the importance of being awkward and why we should embrace our nerdy alter egos and cancel more plans.

Let’s talk about ‘Sleep Now, Work Later’. What is your concept behind the A/W 17 collection?

‘Sleep Now, Work Later’ is all about the time that we wish we had and that we haven’t been able to take advantage of because of work commitments. So the collection is very much about being attached to your bed. I really like the idea that we never get to sleep as much as we would like to. It took about 3 months from the initial concept to the final presentation.

Pyjamas are not new to the Fashion Week crowds. Malene Birger’s S/S16 showcase in Copenhagen made satin on satin look like a high-end pantsuit whilst more recently, the lingerie designer Stephanie Seymour displayed her new collection in Barneys in NY, explaining that people are wearing pyjamas out now more than ever. Why do you think this trend isn’t catching on in real life?

I think in real life, or on the high street, consumers are more interested in dressing to look wealthy. In the fashion world, more ideas can be pushed and wealth can be displayed through taste and how ‘new’ something is. However, in real life, most people still hope to invest in pieces that make them look wealthier than they are. Pyjamas are difficult to navigate in that ideology, given that it might be associated with being ‘sloppy’ instead.

Kayan Leung 

Source from  1Granary.com To read more : http://1granary.com/central-saint-martins-fashion/graduates/steven-tai-aw17/

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Steven Tai fitness collaboration

Below are a list of a couple British fitness bloggers, with whom Steven Tai could collaborate when launching his new collection:

- Madeleine Shaw

- Lottie Murhpy

- Poppy Cross

- Twice The Health

- Alice Liveing

- Zanna van Dijk

By Delphine Brunet

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Easter Giveaway Competition

Steven Tai could team up with a group of bloggers/ influencers to give away a holiday special shirt created especially for Easter. To participate, people will have to follow some instructions like they should be following Steven Tai and the respective bloggers on Facebook and Instagram and should tag a couple of friends and comment on that post with a few lines about which outfit of Steven Tai’s is their favorite and why. By Aditi Batra 

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Steven Tai collaboration with HP

Recently Steven Tai partnered with HP for the launch of its new printer HP OfficeJet Pro 8715. The project is called HP Start Up Stories with ft. Steven Tai. The designer is starring in a short video, where is shares his inspirations and his ethic of work.

Link to the video

by Delphine Brunet

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Steven Tai marketing strategy for his upcoming activewear line.

During the launch of his collection, it is suggested to promote the brand in some luxury fitness gyms. The concept is to set up a small shopping corner in several or at least one gym (according to the willingness to collaborate). If setting up a shopping corner is too complicated some mannequins wearing the new collections could be setting up in different areas of the gym in order to display the clothes. Then it would be possible to buy the clothes at the reception of the gym.

Some luxury fitness gyms, with whom Steven Tai could collaborate, are listed below:

-          The Bulgari Hotel Gym

-          Equinox gym

-          Kx Lifegym

-          The Berkeley Hotel Gym

-          Third Space

By Delphine Brunet

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Separation of work for the 5000 word report: 

Group Work together: A detailed project management plan for the promotional concept, with an explanation and analysis of the strategic rationale that underpins the concept. The plan should include creative vision, costings, timing, expected impact, managerial implications.

Avni:  A profile of a target consumer group that is consistent with the company’s brand values and identity.

Daisy: Social Media Strategy; The group to manage the designer’s social media accounts for four weeks minimum; dates agreed have been 1st of May until 1st of June. Set targets.

An analysis of relevant industry individuals and fashion networks that the designer business should develop and make contact with to develop PR (Aditi), New Products (Delphine), sales and marketing (Cayenne)

By : Daisy Hristova