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PR
Lau
nch
Doc
umen
t
The
Bra
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Tim Blanks
Richard Nicoll has a highly established Womenswear line and newly established menswear line, which he debuted in June 2012 at London Fashion Week. The focus of the brand is predomi-nately on day-to-night versatility, making his clothes wearable and functionable at the same time. Richard’s initial training in menswear is also evident in the collections, for example con-trasting feminine pieces undeneath a masculine tailored coat. His personal experience of growing up in Australia and living in London has culturally influenced the brand style, as he calls it “A bit London, a bit Australian and a bit fantasy”. The brand has many stockists globally, however the majority are located in London, in prestigious stores such as Harvey Nichols, Matches and Liberty. They have had various collaborations with brands such as; Topshop, Fred Perry, Whistles, Vodafone, Tropicana, Ksubi and also the artist Linder Sterling. Mainting the integrity of his design vision whilst also producing a product that cus-tomers can relate to is at the heart of the Nicoll brand.
“Glamorous but utilitarian. That combo is a significant strand in the Nicoll DNA.”
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Richard Nicoll has Instagram, Twitter and Facebook pages, however he needs more followers. On Twitter he currently has 8,000 followers, Facebook page has 7,069 likes and Instagram has 4,161 followers. Social media is such a strong vehicle for promotion, self-expansion and marketing that it is vital to keep it updated regularly and interactive with a brand’s consumer.
Through a creation of a new fashion film, Richard Nicoll can put ectra time and effort in promoting the brand and film via his social media pages. To interact with his consumer market and brand advocates he can launch the film specifi-cally on his Facebook, Twitter and Instagram pages to hopefully get consumers to spread the word about the film and brand = more diverse target market
Aim
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Christopher Kane
Jonathon Saunders
Roksanda Illincic
Simone Rocha
• Both have collaborated on collections with Top-shop, which can attract similar target consumers.
• Similarity in price points• Lack of social media presence, no twitter posts,in-
stagram or website.• Represented by the same PR Company – The
Communications Store.• Like Richard Nicoll with Cerrutti, Christopher
Kane designs for Versace’s second line called Versus.
• Winner of the 2011 BFC Vogue Designer Fashion fund.
• Winner of the 2012 BFC Vogue Designer Fashion Fund which gave access to director level mentoring and £200,000.
• Creative director of Italian brand Pollini alongside his own label.
• Collaboration with Topshop • Unlike Nicoll the brand features a lot of print and bright
colours.• Trademark item is a colourful A-line shift dress, Richard
Nicoll’s is similarly a silk t-shirt oversized dress.
• Known for her elegant day and night dresses and feminine designs.
• Also a graduate of Central Saint Martins MA course.
• Similar stockists• Price points are a lot higher than Richard Nicoll.• Typical consumer is women aged 25-40 who want
sophisticated traditional items which are not typi-cally edgy or trend-driven.
• Similar aesthetic in designs that focus on a balance of mas-culinity and femininity. This can often be a style aesthetic consumers want specifically, thus changing between the two brands.
• Mixed culture and heritage backgrounds, which influence their collections.
• Collections are featured in similar range of diverse publica-tions.
• A larger amount of global and prestigious stockists.• Similar backgrounds with Newgen sponsorship and associa-
tion with the British Fashion Council and Fashion East.
SMA
RT
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sThe main objective for the Richard Nicoll launch is to increase brand awareness in two ways and re-affirm the brand’s ethos. First is to create a sophisticated private evening to showcase the new film and supply a luxurious meal and drinks, which will reaffirm the Richard Nicoll consumer – women aged between 25-40 who want sophisticated clothing with day-to-night versatility. This will also be an opportunity for industry insiders to create a ‘buzz’ around the brand through publication and blog coverage etc. Secondly we want the film to attract a new younger consumer, who perhaps are already advocates of the brand but do not ac-tually buy into it. By launching the film on Richard Nicoll’s social media pages at a specific time, this will attract new audiences and hopefully more followers and brand consumers.
The target consumer market growth rate will not happen instantly, it will happen gradually as more and more consumer markets are tapped into. One measurable method will be look-ing at Richard Nicoll’s social media followers and likes to see if the numbers and interaction increase. It will hopefully gradually increase product sales also, which again will happen gradually. From the film showcase evenings, the invited guests will all be specifically chosen for their links within the industry, therefore this will promote the brand further and cause a large buzz if the evening goes well. There will be a selection of magazine editors and team invited, so if they like what they see they will provide the brand with media coverage and in the future feature Richard Nicoll products in their editorials. This will obviously be evident in the coverage the brand receives and could possibly lead to future potential collaborations.
The launch event and social media launch will both be achievable for the brand. Funding-wise the event shall get sponsorship by Vodafone, the company has collaborated with Richard Nicoll recently for various projects and have produced a mobile phone charging handbag. The funding will be sufficient to hire The Savoy hotel Abraham Lincoln private room for the evening, catering for the food, flowers, staff and all other necessities. The guest invites will be sent via post to 150 people, and they will RSVP back by email to cut costs. If Vodafone are sponsoring the event, there will need to be some advertisement for them; allowing advertis-
ing time before the film etc could do this.
This event launch fits well into the overall pattern of the Richard Nicoll brand. The focus of the social media film launch is purely to market itself and the brand to potential brand consumers via the largest global network. There is nothing extreme in this proposal, noth-ing that the company will not be able to achieve. As long as the guests are invited with time to reply, and everything else is organized, the event should be realistic. The context of the theme fits into the brand ethos also, of sophistication with art references and neutral colour
palettes.The date for the event is the 6th December at 7:30-11:00, which is on a Friday evening, so will be accessible for people to attend. The launch of the film will be the following day at 3:00pm, it will be a Saturday afternoon so followers will be free to view it and in-teract with likes and comments. The time process of the film creation and launch event has been being planned for the past couple of months therefore there would be suf-ficient time to get all elements organized and finalized. The timing will be well de-fined with the timings going up on Nicoll’s media pages, to interact with the launch.
SMART
Aud
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e
Mes
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Journalists and Magazine Representatives
Film-makers and Photographers
Bloggers and Writers
P.R
Celebrity Consumers
Creative Directors and Editors
Representatives from; The Guardian, The Telegraph, Vogue, Pop, Love, i-D, Wonderland,Harp-ers Bazaar, Tatler, Elle, Glamour. Suzy Menkes,
Sienna Miller, Alexa Chung, Rosie Huntington-Whitely, Kate Bosworth, Diane Kruger, Kylie Minogue, Florence Welch, Keira Knightley and Gwendoline Christie, Laura Bailey and Jose-
phine de la Baume
Marketa Ulhirova, Nick Knight/Show Studio, Ruth Hogben, Kathryn Ferguson.
Susanne Lau (Style Bubble), Michelle Haswell and Marie Thomson (Kingdom of Style), Bip Ling, Laetitia Wajnapel (Mademoisellerobot) Tim Blanks, Laura Bradley,
Colin Mcdowell,
The Communications Store, Mandi Lennard, Vodafone, Representatives from Nicoll stockists : Liberty, Selfridges, Harvey Nichols, Matches, Start Boutique, Topshop and Net-
a-Porter.
Dasha Zhukova and Kate Phelan (Topshop), Imran Amed (The business of fashion) Alex-andra Shulman and Lucinda Chambers (Vogue) Sarah Mower and Caroline Rush (Brit-ish Fashion Council) Lulu Kennedy (Fashion East) Natalie Massenet (Net-a-Porter) Lucy
Yeomans (Harpers Bazaar)
Mes
sage
sThe Richard Nicoll brand has an established brand consumer, however through the production of an art influenced fashion film and launch event we want to expand into further target consumer groups.
The sole purpose of our film and event is to Expand, Promote, Establish and Interact:
EXPAND into different consumer markets through thePROMOTION of a fashion film, which ESTABLISHES the core brand values and sense of self. Resulting in a further level of INTERACTION through Richard Nicoll’s social me-dia pages, which the film shall be exclusively launched on.
As a brand we want to fundamentally attract a younger target consumer, and we believer that social media is the way forward in doing this. At the same time we believe it essential not to change our brand image purposefully to attract a different con-sumer group, just to market ourselves further through social media. Our event launch at The Savoy hotel is to maintain the sophisticated level and tone we believe the brand sets, whilst the film launch on Twitter, Facebook and Instagram is to appeal to a younger perhaps more urban target market who will interact with the Richard Nicoll brand.
The ideal outcomes would be; increased number of global stock-ists from popularity of the brand, larger and more diverse range of publications to feature the brand and collections, increase in sales profit and an increased social media presence.
Soci
al M
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On Saturday 7th December the film shall be launched exclusively on Richard Nicoll’s 3 social media pag-es; Twitter, Facebook and Instagram, to his follow-ers. The week leading up to the launch there will be a series of tweets and posts counting down to the event, to fully market and promote the film and make sure that people remember to watch and interact with likes, retweets and comments. Throughout the event launch at The Savoy, there will be media streaming and exclusive segments for his social media pages,Vogue blog and also for Voda-fone customers, as Vodafone sponsors the whole event. Clips shall be of the Question and Answer session, plus interviews with guests and behind the scenes interviews from the fashion film filming days.The aim of this is to connect with a younger target audience who use social media daily, thus promoting the brand and hopefully reaching out to people who wouldn’t necessarily be interested in Richard Nicoll. There is also a large amount of editors, blog-gers and journalists invited to the event, who will perhaps feature event coverage for the brand through publications, websites or blogs.
The
Eve
ntLocationThe Savoy hotel in London is the location for the film screening event. We chose this pristigious hotel as it will provide the perfect backdrop for a formal sit down dinner, mu-sic and film launch. The Savoy is renowned for their refined design, dramatic architectural details and sparkling chandeliers which set the tone for magnificent social events. It is on the Strand, so is convenient for guests to access, plus there are plenty of transport options available.
EntertainmentThe entertainment of the evening shall be provided by French model/singer Josephine de la Baume and her band Singtank, with a set list from their debut album ‘In Won-der’. She is a strong brand advocate for Richard Nicoll, often seen wearing his designs and modelling for him. The music will reflect the sophistication of the event, and will be more of a soft background entertainment. There will also be a Q&A session with Richard Nicoll, where guests will have the opportunity to ask questions about the film, concept and inspirations, plus plans for his forthcoming collections and collaborations. The fashion film will be showcased to guests on a white screen whilst they are seated,
DecorationThe decor for the venue will be a balance of white tones offset by seasonal flower centre pieces, the flowers will add touches of colour and femininity to an otherwise clean col-our palette. They have also been chosen to reflect the theme of the fashion film. Guests will be seated around large white tables, which will be dressed formally and of a level expected for a sophisticated up-market event. The Savoy has a creative floral design team who will create displays according to our vision.
CateringThe catering shall be supplied by Michelin starred chef Tom Aitkens, who will provide guests with a sumptuous 2 course dinner. As a touch of fun there shall be small bowls of popcorn laid out on each table for guests to enjoy whilst they watch the film, for a true cinema experience. Tom Aitkens had worked with Richard Nicoll previously where he held a collection preview evening in his Chelsea restaurant in 2012 for him. Therefore we should be able to work out a better price point, than going to a London based catering company.
Dress CodeFormal, which will obviously echo the mature and sophisticated evening.
Bud
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7:30pm – Arrive at Venue8:00pm – Drinks and music8:30pm – Dinner9:30pm – Film Showcase9:45pm – Music 10:00pm – Q&A Session, Drinks11:00pm - Finish
Bud
get
The film shall be sponsored by Vodafone, as they have provided fund-ing and marketing for Richard Nicoll previously. As the whole event will cost £12,750, it is essential to have a sponsor as the brand would not be able to afford it without. To promote Vodafone there shall be a small advertisement before the fashion film, marketing Vodafon’s collaborations with fashion, in particular London Fashion Week. Plus exclusive to Vodafone customers, there shall be a competition for a customer to win 2 tickets to the exclusive launch event.
Item Cost
Abraham Lincoln Room Hire £2,000
Catering £7,500
Drinks £2,000
Entertainment Free
Flowers/Decoration £750
Staff £500
Total Cost £12,750
*Josephine de la Baume and her band would perform for free, as she is a good friend of Richard Nicoll. It will also be a god marketing platform for her band, as they aren’t very well known in the U.K.
Film
Syn
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The film features a woman on her search for femininity and col-our through the abandonment of day to day normality and lack-lustre clothing. The concept is narrative based and visually por-trays the ‘Futurist Manifesto of Men’s clothing’ by Giacomo Balla from 1913. It begins with the model destroying a suit, literally wanting to get rid of the uniformity popular in current fashion. The strong city architecture is featured at the start, almost nega-tively looming upon the landscape. The sharp contrast in loca-tions illustrates the stripping back to nature and colour, introduc-ing femininity through the vivid colours of nature and flowers. The film could have been a lot more extreme in the abolition of uninteresting and traditional clothing in favour of colour and fu-turistic dynamics, however we wanted it to reflect the subtlety of the Richard Nicoll brand and ethos. Therefore we needed to cre-ate a balance between leaving uniformity behind and stripping back, one which would be appreciated by the brand consumer. We found that the introduction of colour and fabrics was enough to represent this, and the use of unusual props surrounding the tree highlighted a stand against uniformity and social normality.
1ST DECEMBER 2013, LONDON.
London Fashion Week favourite Richard Nicoll releases second fashion film for SS14
Following the immediate success of the designers first fashion film ‘Get Richard’ he has de-cided to create another, captivating the audience with raw femininity and flowers.
FOR IMMEDIATE RELEASE
Focusing on promoting the designer’s brand ethos and core values, Richard Nicoll has created an intimate and stripped back film, focusing on the simplicity of his latest collection for Spring Sum-mer 2014. The film is a visual contrast to his debut and quirky film ‘Get Richard’, instead aiming to re-affirm the current target consumer, whilst attracting a younger demographic target market through two exclusive launches. “I really wanted to create a more mature and refined film this time around, the concept was purely based on my fondness of simplicity and love of subdued col-our” says designer Richard Nicoll.The film “Femininities Future” shall be launched exclusively to a handful of press, media and re-nowned creative figures within the fashion industry, on Friday 6th December at an event held at the prestigious Savoy hotel, London. It shall be showcased for the very first time at approximately 9:30pm. The following day at 3:00pm the film shall be launched via Richard Nicoll’s three social media pages; Facebook, Twitter and Instagram. Links to the pages are found at www.richardnicoll.com.Film maker and Curator Kathryn Ferguson commented: “Femininities Future provides the viewer with a true sense of the Richard Nicoll brand. It follows the model Georgina on a personal search of realness, stepping away from the built up world that we so often get caught up in. I loved fol-lowing her journey and the aesthetics are truly charming!”Known for his day-to-night versatility, Richard Nicoll is the go-to-guy for sophisticated and clas-sic separates. With initial training in menswear, the Australian born designer provides the Lon-don Fashion scene with wearable and affordable collections. The clothes blur the lines between femininity and masculinity, without delving into the androgynous stereotype, instead focusing on detail and styling. Remember to follow Richard Nicoll on Facebook, Twitter and Instagram for exclusive coverage of the forthcoming event and film. For any PR enquiries please contact:Laura Froud [email protected] Tel: +44 (0) 20 7938 1010
Cas
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Film Production:Charlotte Spencer
Concept development:Charlotte Dobson and Charlotte Spencer
Stylist:Charlotte Dobson
Hair and Make-up Artist:Olivia Brandon
Model:Georgina Gillman