1 / 13

Spring/Summer Collection 2013

Spring/Summer Collection 2013. About Whistles. Reposition in the fashion industry CEO Jane Shepherdson Aesthetic: Progressively assembled as a recognised, high-valued brand Pared-down minimalistic style, sleek youthfulness and soft tailored details . The Whistles Woman. Urban and elegant

donal
Download Presentation

Spring/Summer Collection 2013

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Spring/Summer Collection 2013

  2. About Whistles • Reposition in the fashion industry • CEO Jane Shepherdson • Aesthetic: Progressively assembled as a recognised, high-valued brand • Pared-down minimalistic style, sleek youthfulness and soft tailored details

  3. The Whistles Woman • Urban and elegant • Age: Between 20-50 • Effortless, dignified fashion style • Postgraduate student or professional • Outgrown high street mass-markets • Want to purchase sophisticated, long-term investment pieces • Look for great design, with a little edginess

  4. Brand Position Bridge gap between high-street and designer Is distancing itself from H&M, River Island and other mass-market retailers Brand position: Premium, middle-market fashion brand Premium: Able to justify higher prices through style, quality and service

  5. Social Media Presence App? Microsite?

  6. Main Competitors

  7. The SS 2013 Collection • Classical style with a modern twist • Tells a story through design, fabric and colour • Cocktail dresses in vibrant prints, tailored sportswear pieces and cool suiting • Pieces can be crossed over and merged • Mix the traditional British style with the innovative and modern style of Whistles

  8. Instagram Sneak-Peaks • Photos showing the planning, creation and exclusive details of the new collection • Followers will take part in the journey of launching a collection • Must update on a regular basis (preferably once a day) • Engage followers: Ask questions and give quick responses • Show the brand value: Precise tailoring and quality fabrics

  9. Whistles Virtual Showroom • Microsite: Expose the entire collection in a visual and interactive way • Short, virtual clips of models wearing pieces from collection • Interaction through sidebar Twitter application • Assemble launching and promotional ideas • Used to give an in-depth presentation of the collection • Generate awareness and engagement

  10. Mobile App:‘The Personal Experience’ Extension of the virtual showroom My Outfit: Provide customers the opportunity to mix and match the pieces from the new collection Our stores: List of department stores. Description of the directions and facts about the local area – including tips on what to do in the area Linked to Twitter, Facebook and Instagram Launched simultaneously as the new collection

  11. Celebrity Endorser: Lily Collins • Typical Whistles woman: Stylish, creative and smart • Appealing to the younger part of the target audience • Daughter of Phil Collins: Represent the classical, but edgier part of British heritage • Two upcoming premieres in May and June – create additional attention • Press photos showing cultural British treasures • Participate in pre-launch, launch and additional interviews and press appearances • Featured in Fashion Magazines and the fashion sections of traditional newspapers

  12. Exclusive Pre-Launch Event • Exclusive offer for loyal customers and supporters of Whistles, and media representatives • Venue: Leonard Hotel or the Dorchester in London • Traditional English Theme: Afternoon tea, fish’n’chips and Pimm’s • Creative mix: Use real models to present the collection instead of having the pieces on racks • Pictures from the event will be published after the launch on Facebook and Pinterest + on microsite

  13. Bloggerish Styling Challenge • Style contest: Ten of the most influential fashion bloggers will be asked to style an outfit from the new collection • Examples: UK’s Bip Ling and Sweden’s Carolina Engman • Outfits will be distributed in ten different stores across the country • Customer decide: Vote using QR-code in store orthroughmicrosite (where all contributions will be featured) • Blog winner and selected customer will part-take in shopping spree in one of your stores • Buzz on national and international media distributions + on participating blogs

More Related