The Vogue Magazine sponsored, Selfridges Department Store new designer promotion event showcasing ten (10) up and coming designers and their brand names scheduled to be in stores Autumn and Winter 2013, will be released in the Promotional Supplement circulated in the October issue of Vogue UK.
Product – Top brands headlining the Vogue UK event to be stocked at Selfridges A/W 2013, include ten (10) core brands:
- Bec & Bridge - Australian brand founded by Becky Cooper & Bridget Yorstonin 2003.
- O’2nd- South Korean brand founded in 1997.
- Band of Outsiders launched by Scott Sternbergin 2004.
- Max Osterweis founded in collaboration with designer Erin Betty in 2008.
- Wunderkind founded by Wolfgang Wunderkind in 2003.
- Margaret Maldonado founded in 2008.
- Kelly Townsend and Philippa Thackeray.
- Percy Lau - Founded by Percy Lau.
- Anna Coroneo - Australian brand founded by Anna Coroneo. Based on fine Art this accessories brand focuses on scarves.
- Croon Bangkok - Based in Bangkok this brand is designed by Bloom Tripwattana. The brand is targeting the UK market.
Website
The Vogue.co.uk website is streamlined in content and functionality. Interface of the Selfridges new designer event with the main website is part of the sponsorship promotion strategy. This allows for patrons to visit the UK based website, and review Vogue as a company, its Designers, Contributors, Collaborations and Showroom and Video collateral. Instagram, Facebook, Twitter and Tumblr are part of the greater marketing strategy (Vogue.co.uk, 2013).
Service
Target service levels of Vogue.co.uk and its Designers and Retail Collaborators lead market performance in high profile delivery of the finest quality fashion goods and related services. Vogue UK occupies the lead position in fashion marketing and news press segmentation, with sponsorship of luxury retailer events (The Economist 2002).
Promotion
The promotion strategy proposal targets market segments in the fashion and consumer retail sectors. The August 2013 through January 2014, six (6) month promotional campaign includes print and online advertising, social media, PR in marketing strategy collaboration. The mission of the campaign is to promote new designers on the website, and to drive both UK and international customers to the event and partner sponsor websites through existing clientele channels by way of email, social media network advertising and traditional marketing public relations (Deloitte 2013, International Marketing 2011, SAS and Verdict Research 2013).
Promotional Supplement
The purpose of the Vogue.co.uk promotional supplement to the campaign is to create awareness of new designers and persuade new customers to subscribe to the website and Vogue magazine. The supplement will also be circulated in the hard copy issue of October 2013 Vogue UK. The supplement includes promotion of each individual designer involved in the Selfridges’s new designer showcase event, complimented by key information relevant to the foundation and launch of the design house, and its stylistic contribution to the prêt a porter segment of the international fashion market.
Branding
Vogue.co.uk continues the tradition of the oldest international fashion publication in the context of 21st century globalization (The Economist 2002). An authority on international design, Vogue’s Unique Selling Point (USP) is the brand’s demonstrated credibility and sophistication. In an increasingly competitive haute couture and prêt a porter designer fashion market, Vogue leads the fashion publicity segment by delivering the design and fashion retail sector and its customers the best in resource and market value. Vogue sponsorship of retail collaborator’ event and PR activities assists the sector in development new potential and contributes to the ongoing innovation of designers and their work.
Market
Selfridges stands apart as a London retailer, and Vogue.co.uk sponsorship further defines the international fashion market segment new designer prêt a porter retail (Global Business Insights 2013, Market Research 2013).
References
‘A foreign e-retailer fashions a program to clinch Stateside sales’, 2011. International Marketing 29 Dec 2011. Available at: http://www.internetretailer.com/2011/12/29/foreign-e-retailer-fashions-program-snag-stateside-sales
‘Apparel Retail in Europe’, 2013. Market Research 27 Feb 2013. Available at: http://www.marketresearch.com/MarketLine-v3883/Apparel-Retail-Europe-7677024/
Band of Outsiders, 2013. Available at: http://www.bandofoutsiders.com/
‘Global Powers of Retailing 2013: Retail Beyond’, 2013. Deloitte. Available at: http://www.deloitte.com/assets/Dcom-Australia/Local%20Assets/Documents/Industries/Consumer%20business/Deloitte_Global_Powers_of_Retail_2013.pdf
‘How will the UK Shop’ 2013. SAS and Verdict Research. Available at: http://www.siicex.gob.pe/siicex/documentosportal/alertas/documento/doc/773247859rad0250B.pdf
‘In vogue: Why one part of the magazine business is fat and happy’, 2002. The Economist 19 Sept 2002. Available at: http://www.economist.com/node/1337876
London Fashion Week, 2013. Available at: http://www.londonfashionweekend.co.uk/
O’2nd, 2013. Available at: http://www.o2ndus.com/
Percy Lau, 2013. Available at: http://percylau.com/
Selfridges & Co., 2013. Available at: http://www.selfridges.com/
Selfridges & Co., 2013. Brand Channel. Available at: http://www.brandchannel.com/features_effect.asp?pf_id=5
SUNO, 2013. Available at: http://www.sunony.com
UK Retail Futures 2013: Clothing & Footwear Annual forecasts to 2013. Global Business Insights. Available at: http://www.globalbusinessinsights.com/content/dmvt0506m.pdf
Wunderkind, 2013. Available at: http://wunderkind.com/
Vogue UK, 2013. Available at: http://www.vogue.co.uk/
