PITCH DOCUMENT NICOLA CRONIN

YEAR 2 FASHION PROMOTIONPR & CAMPAIGNS

AGI & SAM

Originated in 2008, we are a specialist PR agency who handles the process of creating innovative campaigns for newly emerging designers. We cater to brands that thrive off of originality and also contain diverse aesthetics.

Located in the heart of east London, our previous and current list of clientele includes Katie Eary, House of Holland, Meadham Kirchoff, Gareth Pugh and Noki.

We have helped our clients to use their originality and process this through Campaigns to gain high results. At S.A.N.E PR, with the use of PR specialists who excel in imagination and innovation, we believe this helps us to stand out from the rest.

S.A.N.E PR

Originating back in 2010, Agi & Sam is an emerging Designer duo who recently showcased their menswear S/S 2013 and A/W 2012 collection with Fashion East. The use of bespoke prints and humour use within their Collections has grown to become a strong recognition for the brand. As the brand’s ethos strongly relies on their statement that Fashion should never be taken too seriously. The use of the moustache has also become an-other recognition for the brand, as it is currently used within the brands logo and is stylistically placed on the models used for their catwalk shows. In late 2012, they launched their women swear collection with the help of their current stockist Harvey Nichols. Agi & Sam successfully stock around the world in places such as UK, US and Asia and Middle East. They also have online stockists which are, The Corner, Hypebeast, The Unconventional and 6000AD.

AGI & SAM

Strengths

Weaknesses

- The brand emphasises on Humour as they pro-cess this through to their collections, Fashion Shorts/Look books and Social Media content.

- Distinctive style as the use of bespoke prints has become a strong recognition for the brand.

- Contain high-end department store stockists and also have an online sale presence.

- Agi & Sam are a design duo; both Agi & Sam have different design backgrounds which enables Individual ideas from both designers as two heads are better than one.

- No recent press coverage, due to the recent switch of PR companies.

- There is no immediate link to buying garments on the Agi & Sam website, which means that they are missing out on Potential sales.

Opportunities

Threats

-In late 2012, alongside the Menswear collection Agi & Sam have launched their women swear collec-tion.

-Agi & Sam have showcased their A/W 2012 and S/S 2013 collections with Fashion East.

-They have just changed their PR Company from Bloody Gray to Exposure Edit PR; they have head offices located in NYC, Hong Kong and London.

- The fashion industry is very competitive, and seeing as Agi & Sam is still an emerging brand, they are surrounded by other emerging brands that want to get their foot in the door.

- Seeing as they have just launched their women swear label, they will have to learn how to find the balance between the two.

- Recognition is at a low due to the lack of PR attention with possible campaigns and press cover-age.

The sudden change of PR agency to Exposure Edit, as they also cater to other emerging designers, which could potentially lead to lack of attention.

Seeing as the brand Agi & Sam are an emerging brand, as they originated back in 2011. The recognition of the brand needs to be improved, although industry professionals and their avid fans aware of the brand, other potential consumers from a non-fashion background are not. In order to create a wider fan base they need to promote themselves as a brand. This is due to the fact that Agi & Sam have had no previous promotional campaigns, as the campaigns, which have been produced, have only been for catwalk purposes. In order to appeal to other audiences they need to stand out from the crowd of other emerging designers. Agi & Sam have interesting aesthetics that could potentially proceed to do so if they take advantage of them. Placing these as the main focus of a campaign would effectively help Agi & Sam to gain create recognition.

COMPETITORSFam Irvoll is a current emerging brand who infuse Humour in too the brands ethos. Each collection concentrates on a certain subject area, the

seriousness is then toned down with the added humorous oversized prints on her garments. Agi & Sam have just realised their women swear collection, which indicates that Fam Irvoll is a potential competitor.

Christopher Shannon has grown to become a worldwide-recognised menswear designer. The brand combines clean-cut silhouettes using sportswear performance fabrics. Christopher Shannon has successfully gained the same stockists as Agi & Sam, which include Liberty and Harvey Nichols, alongside international stockists too.

Topman is a potential competitor as the aesthetic of clothing is influenced by urban street wear, also the price comparison to Agi & Sam is a lot less cheaper. But this is because Topman is a high-street brand.

Aqua by Men is a menswear brand in associa-tion with Aqua by Aqua. The reason for why they are a competitor of Agi & Sam is be-cause of the use of prints. They use simple but eye-catching prints, which are processed on to T-shirts and also matching trousers. Also an added advantage is that their gar-ments are cheaper in price to Agi & Sam.

PROBLEM

1. Enhance the brands good morals and values in order to create

positive press and recognition.

2. Establish the personality of the brand

3. Establish an identifiable link of the moustache to the brand as their signature logo/symbol. This will generate easy recognition of the brand, as people will instantly

associate the symbol to Agi & Sam.

AIMS

1. In order to enhance the brands good morals and values a collaboration with a poten-tial charity or cause which will help to create positive recognition for the brand. 2. The brands personality is purely based around humour, therefore injecting continuous and surprising hu-mour to a campaign will help to keep things exciting and will reflect the brands ethos. 3. In order to establish a sig-nifying link between the moustache and Agi & Sam, the moustache will have to be used repeatedly just as the same as humour within the campaign. Naming the campaign after the moustache and using the symbol for their promotional and edi-

torial content.SPECIFICWe want Agi & Sam to gain more followers on their twitter account, identify the moustache with the brand, and also achieve a positive connection with the brand and the public. The ben-efits of accomplishing these specific aims is that Agi & Sam will become a more recognisable brand. The main people who will be involved are; S.A.N.E PR, Agi & Sam, Movember, Prostate Cancer UK and Liberty. It will also occur throughout the month of November. MEASUREABLEMonthly checks of the brands Twitter page will be checked to see if they have gained new followers by 20%. Also month-ly checks of possible public-ity and press coverage will be scanned. Focus groups will be organised 3 & 6 months after the campaign. Fans of agi & sam and other people from oth-er backgrounds will attend in order to analyse the progress of the moustache sign and see

its relevance with the brand. To also see if agi & sam have gained Recognition from using the moustache as their official sign. ATTAINABLEThe campaign will be achiev-able due to the budget being at low cost. RELEVANTThe campaign is very rele-vant to Agi & Sam, as they are identifiable with the moustache, which is why the campaign will be during the month of November (Movem-ber). TIME-BOUNDIn order to analyse the progress of this campaign we will complete monthly checks to see how Agi & Sam have benefitted from these campaigns. Therefore the final results of the campaign will be concluded in April 2014.

OBJECTIVES

The current field for emerging designers is highly competitive, due to gaining audiences, financing, and enabling your brand to stand out against the rest. With the help of different sponsorships like Fashion East and New Gen, emerging brands are given the chance to showcase their collections at London.

Fashion Week. But not everyone gets the chance to do so. Agi & Sam have showcased their A/W 2012 and S/S 2013 with Fashion East, which has helped the brand fund their London Fashion Week catwalk shows.

Seeing as a large majority of emerging brands use social media, taking advantage of this free tool and using it in reflection of the brand will help to gain good recognition.

(In terms of gaining new followers)

Occording to WGSN, they have stated that in 2013 ‘ Social media is met with greater consideration from the boardroom, alongside the more experimental approach thats often taken’. ‘The result will see more effective campaigns with higher engagement and longer-term consumer loyalty’.

In 2012, we see 200,000,000+ active tweeters and 300,000 new tweeters daily. Twitter is continuously up to date and is filled with potential Agi & Sam fans. That as a brand they need to use this source of Social media but in an innovative way.

‘In deep economic crisis. Three Southern European econo-mies - Spain, Italy and Greece - are in deep trouble, and the cost of bailing them out have pulled the rest of the euro

MARKET OVERVIEWzone into recession’. With the current economic state and re-cession, societies disposable income will decline in regards to luxury goods. As a PR com-pany we will have to take this in to consideration and keep the budget low.

Ideal Customer – Ace Ventura pet detective.

Sex – Male Age – 25 – 35Occupation – Creative IndustryLook – 6ft, Slim, Brunette with the occasionally grey hair appearing.Social Media – Avid Twitter fan and LinkedIn to contact other creative professionals.

He has a humorous personality, which he infuses in to this daily routine and with everything that is intended for him to do. He has no kids, and lives in London with his long-term fiancé. He likes to indulge money in to his appearance as he has an equired taste. His favourite brands are Oliver Spen-cer, Agi & Sam, Christopher Shannon and French Connection.

Media Angles that we wish to achieve.

PUBLICATIONS

The Metro - Life + StyleMen’s Health - Style + Grooming

GQ magazine - StyleEsquire - Style

I-D online - Fashion and CultureVogue Online - People and Events

TARGET AUDIENCE/MEDIA

Keep you smiling through the month of Movember.

The main message within the campaign that needs to be communicated is the brands aesthetics.

Communicating the humour, moustache logo and how fashion should never be taken too seriously will help the brand’s potential and current audience to understand the brand more thoroughly in terms of

their personality.

KEY MESSAGE

CAMPAIGN STRATEGY

One Liner Social Media Buzz

With the rise in popularity of Twitter, what better way to inter-act Agi & Sam followers directly to the brand with a humorous approach. The One Lin-er campaign is based around the # (hash tag) that is used continuously through twitter.

Followers will submit their funniest One Liner jokes in order to win an invitation to an Agi & Sam event; there will be 3 chosen winners (with an added +1 invitation). Here is an example of a one liner ‘I moustache you a question, but I shall shave it till later’. This campaign will run throughout the beginning of November 1st – 7th 2013. Therefore followers and other participants have a full week to participate, winners will be announced on the 10th, as the event will occur on 14th November 2013.

The one liner joke has to be submitted in this format, ‘I moustache you a question, but I will shave it till later #AgiandSam’ as the Hash Tag will formulate a buzz, by clicking the hash tag others can see what has been submitted and also Agi & Sam will be able to directly see each submission.

AIMS Gain more followers on Agi & Sam’s twitter page and to also create a social buzz around the One Liner competition.

Enabling a humorous tone to the start of thecampaign as it reflects back to the brands ethos.

Creating a social platform for the brands avid followers to enable a direct communication tool between the public and Agi & Sam.

Agi & Sam Event Moving on from the one liner competition, the Agi & Sam Event will combine Music and Comedy to create an event in aid of Prostate Cancer UK. The event will be taken place on Thursday 14th November 2013, which will be right in the middle of Movember.

The Agi & Sam Event will include a wide space with different sections showing different aspects of the brand. The sections consist of 4 different rooms, which then leads to a Music Room. The 4 different rooms are;

Separate Rooms - for male and female showcasing S/S 2014 collections. Both rooms will be allocated with a Men’s and Wom-en’s toilet sign allocated on the front of the door of the room, to enable people to know what room is accessible for ei-ther male or female.

Room One – Feed of One Liners that were submitted for the competition, which will also be shown on a long board. An added

feature will be a mini competition where guests post their funniest/awkward first times and post them in a box, monitored by a worker in the room. For example, terrible stories about meeting the parents, or awful first dates. The winner of this mini-competition will be announced on Agi & Sam’s twitter page and will win a goodie bag filled with Liberty and Movember goods.

Room Two – Photo booth

The photo booth will be sponsored by Spotify, who is also sponsoring the music room and acts. The photo booth will contain moustache props, which will be placed by the side of the seat, in order to create a humorous image. The same as any standard Photo booth a polaroid image will be produced for guests to keep, @agiandsam will be placed at the bottom of the polaroid in order to encourage guests to post their image on to twitter.

Room Three - Music room and bar

AIMSCreating awareness of the A/W 2013 men’s and women swear collection, as keeping an individual room for each collection shows its importance throughout the event.

Emphasis and remind guests of the brands aesthetic of humour, by incorporating it in to the event.

Gain press coverage for the brand as coverage at the moment is at a low, due to the switch of PR agencies. By inviting individuals from the editorial industry and bloggers it will be written about.

The music room will be the conclusion of the night as three bands/solo artists will play a mini set to our guests. The bands will include Purple Ferdinand, Aluna George and Two Door Cinema Club. The acts will be sponsored by Spotify, as they will be promoting the brands themselves. The last act will not be revealed until they come on stage, which will suspense for guests.

Press Release02nd January 2013Release date – 14th October 2013AGI & SAM EVENT

London, England.

Agi & Sam are happy to present the Moustacular; which is sponsored by Liberty London. In aid of Movember and Prostate Cancer UK, the brand have organized an event to help bring awareness and raise money for the charity. With a overdose of humor and splash of music the night will be a MOUSTACULAR evening.

The event will be held at The Moustache on Thursday 14th November 2013 at 8pm. The Moustache Bar is located in the heart of Hackney. Expect the unexpected and be prepared to laugh uncontrollably while drinking a cheeky beer in our east pub, take full ad-vantage of our moustache photo booth, after popping in to the little boys and girls room. But just make sure you don’t wee yourself with excitement after hearing about the competitions. A night that you most definitely would not want to miss!

AGI & SAM are a young menswear designer duo, aiming to bring humor within the fashion industry, as they believe that fashion should never be taken too seriously. Recently showcasing with Fashion East, they also have launched their first womens wear brand. With the moustache containing a strong aesthetic for the brand, what better opportunity for Agi & Sam and Movember to collaborate for a good cause.

Agape Mdumulla, from the duo Agi and Sam says ‘I am extremely excited for the Moustacular as we promise to generate continuous laughs and are aiming to bring humour and a good cause together. Sam and I (Sam Cotton, the other half of Agi & Sam) will be waiting to see who has one to many in our east end bar and ends up rocking a ridiculous moustache! See your Mo’s there bros’.

Ends.

For more information please contact:S.A.N.E PR243 Regents StreetW1(0207) 674 6351Notes to Editors:Please use quote provided in text above, if any more information is needed please contact us at ‘S.A.N.E PR’.

MOVEMBER RUNThe final addition to the campaign will be a Run sponsored by Movember and Liberty in aid for Prostate Cancer UK. The run will be in Hyde Park as it is easily accessible. The date of the event will be Sunday 30th November 2013 to celebrate the end of Movember.

The whole idea involves participants dressed up as their favourite moustache historians/celebrities or even sporting their own moustache. The run will also involve someone dressed up as a giant razor blade running after the moustache attendees. The winner of the run will receive a personalised Agi & Sam T-shirt plus lots of Movember goodies and a Liberty goodie bag. The two runner-ups will receive an Agi & Sam T-shirt each.

The event will be advertised through websites such as Liberty, Movember,

AIMS Raising money for Prostate Cancer UK and also associating Agi & Sam with a good cause to create positive awareness of the brand.

Infusing Humour in to the run, to keep in to the brands ethos and to also celebrate a great cancer trust in a positive way.

By inviting bloggers and journalists to the event, this will create buoyant press for the brand, which will enlighten others of how Agi & Sam care about surrounding problems like cancer.

Prostate Cancer UK and not forgetting the Agi & Sam website. Men can apply for the run as long as they are over the age of 18. Registration will be through the Movember official website with certain rules and regulations for participants to be aware off. Possible Participants will need to verify there age, name and address. Also a £10 payment will be needed in order to be apart of the run as 20% will go to Prostate Cancer UK charity and the rest will be given to Agi & Sam.

Alongside the run, there also will be 2 confectionary stalls serving beverages and snacks and an Agi & Sam stall, where on lookers and participants can purchase the brands garments from their current and previous collections.

Press Release27th December 2012Release date – 1st November 2013AGI & SAM FUNDRAISING NOVEMBER RUN‘Remember Remember the Mo’ of November’

London, England.

During the time of November, we witness a lot of men growing outrageous moustaches to raise money for Prostate Cancer UK. Agi & Sam are calling both female and male (with moustaches or not, unless you ladies are prone to the occasionally tache) to help fund-raise money and to also participate in a fun day out.

Agi & Sam are showcasing a running event in aid of Prostate Cancer UK. The running event will involve participants dressing up as their favourite moustache ce-lebrities/historians and running away from a giant dress up razor blade. The event will take place in Hyde Park, London at 12 o’clock – Sunday 30th November 2013 to end the glorious month on a high of Movember. The winner of the Movember Run will win a bag of glorious goodie bag containing Agi & Sam goods, worth £200. Registration will be proceeded through the Official Movember website with a donation of £10 to enter, Minimum age required is 18 years old. The £10 will then be donated to Prostate Cancer UK, there are only 100 places so you better hurry your mo’ up.

Agi and Sam are a young menswear designer duo, aiming to bring humor within the fashion industry, as they believe that fashion should never be taken too seri-ously. Recently showcasing with Fashion East, they also have launched their first womens wear brand. With the moustache aesthetic within the brand, what better opportunity for Agi & Sam and Movember to collaborate for a good cause.

Sam Cotton, from the duo Agi & Sam says ‘ We are thrilled to be apart of this years Movember while helping to bring awareness to Prostate Cancer UK in a Mous-tabulous way. I personally cannot wait to see everyone’s moustaches and how they react to the gigantic razor. Get your Mo’ down there Bro’.’

Ends.

For more information please contact:S.A.N.E PR243 Regents StreetW1 (0207) 674 6351Notes to Editors:Please use quote provided in text above, if any more information is needed please contact us at ‘S.A.N.E PR’.

CAMPAIGN TWOMOUSTACULAR

Collaborating with Movember for both Music Night and the Movember Run, this will initially start the process of people identifying the moustache with the brand. As it is also in aid of Prostate Cancer UK, we are combining two aims here that are vital for the campaign. As they state recognising Agi & Sam with a good cause and establishing the mous-

tache as there official symbol.

Processing their personality by using humour in their twitter site and One Liner campaign will ena-ble followers to see the real aesthetic of the brand shine through. Generating a social buzz around one liner jokes will create other tweeters to join in

and add their own personal humour.

TACTICS

OUTCOME

MEDIA ANGLES

CAMPAIGN THREEMOVEMBER RUN

MENS HEALTH - STYLE NEWS

VOGUE - PEOPLE & PARTIES

METRO - LIFE & STYLE

ESQUIRE - STYLE

WONDERLAND

BUDGET

Details Material Costs (£)One Liner £0.00Movember Run

Venue Hire (Hyde Park) £0.00

Race Equipment £340

T-shirts stalls/rails (T-shirt x35) £15 each - £5 to make £175.00

Marquee Tent £150.00

Refreshments

Water 70 bottles = £10 x2 Cake will be provided by Agi & Sam’s nana and friends.

£20.00

Staff

Paramedic’s (free) Security x 4 (£13 per hour) Interns for stalls and refreshments

£156.00

Tables Rent from church hall £0.00Final Costs - Deducting profit from t-shirts £666.00

BUDGET CONTINUED

Music NightVenue Hire One day £1,500Catering Includes bar staff £750Interior Designer £3,000.00Photo booth Sponsored by Spotify £0.00

Staff Front of house, Usher - Interns, Security (£13 per hour) £208.00

Projectors X2 £60.00Photographers District MTV £0.00Musicians Sponsored by Spotify £0.00Technical Hire VDC trading £300.00Cleaners £6 per hour x 4 £88.00

Final Costs £5,906.00

£6,572.00

EVALUATION

Monthly checks of the brands Twitter page will be checked to see if they have gained new followers by 5%. Also monthly checks of possible publicity and press coverage will be scanned though online and editorial content.

Focus groups will be organised 3 & 6 months after thecampaign. Fans of agi & sam and individuals from different professional backgrounds will attend in order to analyse the progress of the mous-tache sign and see its relevance with the brand. This will calculate if Agi & Sam have gained recognition from using themoustache as their official sign.

Therefore the final results of the campaign will be concluded in April 2014.