Marketing and Events Concepts for D.A.T.E

andL Lmilch/latte

The new T.A.S.T.E. of D.A.T.E.When couture meets cuisine

Marketing and Event Concept for D.A.T.E.by Lisa Aschenbrenner and Lucia De Vincentiis

IED - Fashion Events and Public Relation 2014/2015

andL Lmilch/latte

1) W.H.O. is D.A.T.E.

2) The market of “to-D.A.T.E.” 3) When Fashion meets Food 4) The new T.A.S.T.E. of D.A.T.E. - The concept 5) The new T.A.S.T.E. of D.A.T.E. - The realization

6) Conclusions

GLOSSARY

andL Lmilch/latte

1) W.H.O. is D.A.T.E. - Brand profile

- ITALIAN brand founded in 2005

- Product: premium sneakers for men and women

andL Lmilch/latte

- Damiano Innocenti, Alessandro Zanobini, Tommaso Santoni and Emiliano Paci

- real ITALIAN MANUFACTORING combined with contemporary style

- reflects the today`s “MELTING POT” of different styles, cultures and arts

- different shades of URBAN CHICNESS

- D.A.T.E.`S are the mind of todays INDIVIDUALS “ready to wear”

1) W.H.O. is D.A.T.E. - Brand profile

andL Lmilch/latte

D.A.T.E.`s…

… are produced with high quality

… mirror today`s urban coolness

… combine contemporary style with vintage soul

… and last but NOT least are totally fun.

1) W.H.O. is D.A.T.E. - Values

andL Lmilch/latte

D.A.T.E.`s combine following PRODUCT FEATURES

- design / “aspirational luxury” Prada, Gucci, Moschino- sport Nike, Adidas, Puma- urban lifestyle Golden Goose, Converse, New balance

=> market is divided

1) W.H.O. is D.A.T.E. - Benchmarking

andL Lmilch/latte

Sneakers

Low price

High price

1) W.H.O. is D.A.T.E. - Positioning

andL Lmilch/latte

CONCLUSION

- Urban lifestyle as strongest product value- Lifestyle market ”easier” to enter as NEWCOMER- Combination of different features as a special “plus”

=> Gives space for design, branding and marketing

1) W.H.O. is D.A.T.E. - Positioning

andL Lmilch/latte

2) The market of “to-D.A.T.E.”

W.H.A.T. does urbanization really mean ?W.H.E.R.E. we can find urbanization ?H.O.W. does that effect the market of today ?

andL Lmilch/latte

DEFINITION

urban = belonging or relating to a city [www.dictionary.cambrige.org]

- Century of the cities- Today’s world population lives in urban areas- People relates to cities more than to nations

2) The market of “to-D.A.T.E.” - W.H.A.T. ?

andL Lmilch/latte

LOCATION

In today’s metropolises

MELTING POT:

Different peopleDifferent culturesDifferent valuesDifferent rites

=> “INTERACTION“

2) The market of “to-D.A.T.E.” - W.H.E.R.E. ?

andL Lmilch/latte

2) The market of “to-D.A.T.E.” - H.O.W. ?CONSEQUENCE

- MELTING POT leads to a general INTERACTING (“hybrid customer”)- Interaction VISIBLE on the market

PARTICIPATING OBJECTIVES: Customers, Products, Brands

=> all markets INTERACT=> Spreading out of one’s TERRITORY (BULGARI hotel, Armani restaurant)

andL Lmilch/latte

2) The market of “to-D.A.T.E.” - Conclusion

- using INTERACTION as “stepping stone” - new background to build stronger brand awareness

=> Why not combining the TWO SIGNIFICANT sectors of ITALIAN market?=> “Made in Italy” mirrors FASHION as well as FOOD/TASTE

=> Good FOOD as attractive “partner” for D.A.T.E.

andL Lmilch/latte

Reason 1: Good FOOD as “magnet”

Coca Cola 2012: “Happiness table” Campaign https://www.youtube.com/watch?v=Sh2v1XfQ-SE&spfreload=10

https://www.youtube.com/watch?v=Sh2v1XfQ-SE&spfreload=10

andL Lmilch/latte

Reason 2: COOKING becomes an ART/DESIGNMilano design week 2014: MoMang designed design “Q-cina” for special event

=> kitchen is THE PLACE TO BE=> food/cooking becomes the MUST HAVE

andL Lmilch/latte

3) When Fashion meets FoodFASHION and FOOD as equal partners

- What combines FASHION and FOOD ?- What do they have in common ?- What is the trend factor ?

andL Lmilch/latte

Food is design

Design is fashion

Fashion is style

Style is taste

Taste is food

Food is lifestyle

Lifestyle is Fashion

3) When Fashion meets Food

andL Lmilch/latte

SLOGAN

The new T.A.S.T.E. of D.A.T.E. - When couture meets cuisine

- both as a kind of art EXPRESSING ONE’S TASTE- secret behind: best ingredients, unique recipe, passion for making process- pictures series reflecting “The new T.A.ST.E. of D.A.TE.”

4) The new T.A.S.T.E of D.A.T.E. - The concept

andL Lmilch/latte

THE PERFECT STAGE

- Fuori di taste - 6 / 9 March 2015 / “10 years anniversary”- Important member of Pittiimmagine fairs


andL Lmilch/latte

PARTNERS

Ditta Artigianale - Caffetteria, Gin bar, Torrefazione

Why:Place to be for urban souls of Florence Only using Best Products => Know exactly what GOOD T.A.S.T.E. is


andL Lmilch/latte

PARTNERS

Mama’s Bakery - American Pasticceria

Why:AMERICA meets ITALY = Interaction of T.A.S.T.E.S. = modern URBANIZATIONCupcake = TREND FACTOR (“Sex and the city”) = “fashionable”


andL Lmilch/latte


COLLABORATION

- Whole weekend of “Fuori di Taste” [6 - 9 March] to present concept - D.A.T.E. Spring Summer Collection 2015

Evening event at Ditta Artigianale:- Vernissage and Special aperitivo

Day event at Mama’s Bakery:- Special Cupcake Collection- Presentation, tasting & selling

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - The realization

THE MAKING OF

Photoshoot, 21st FebruaryStyling: Lisa Aschenbrenner & Lucia De VincentiisCamera: Lisa Aschenbrenner & Lucia De VincentiisGraphic: Lucia De VincentiisVideo: Lisa Aschenbrenner

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - The realization

THE MAKING OF

Cupcake Photoshoot, 25th FebruaryStyling: Lisa Aschenbrenner & Lucia De VincentiisCamera: Mahmoudreza ForouhiChef: Caterina RossiLocation: Mama’s Bakery

andL Lmilch/latte

Event DetailsNight event @ Ditta Artigianale

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Cornerstones

When: 6th March 2015 at 7:30 pm Where: via de’ Neri, 32, 50122 Firenze, ItalyWhat: Vernissage and Special AperitivoWho: D.A.T.E. Spring Summer Collection 2015

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Location

via de’ Neri, 32, 50122 Firenze, Italyfrom Santa Maria Novella → bus line C1/C2 towards Diaz → Stop “Galleria degli Uffizzi”

andL Lmilch/latte


via de’ Neri, 32, 50122 Firenze, Italy

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - AtmosphereURBAN - COOL UNDERSTATEMENT - EASY GOING - INTERACTION - COMMUNICATION

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Vernissage

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Movie

Concept movie2 minutes videoProjected on the wall

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Special aperitivo

Aperitivoone special drink “D.A.T.E. politan + 4 tapas dishes and drinks mirrors the exhibition

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Setting

Exhibition

Entrance via de’ neri

Bar

Video

andL Lmilch/latte


Exhibition

andL Lmilch/latte


Bar

andL Lmilch/latte

Event DetailsDay event @ Mama’s Bakery

andL Lmilch/latte

When: 7 - 9 March 2015 Where: via della Chiesa, 34/r - 50125 Firenze, ItalyWhat: Spring Summer 2015 Cupcake Collection - presentation, tasting & selling Who: D.A.T.E.

5) The new T.A.S.T.E of D.A.T.E. - Cornerstones

andL Lmilch/latte

via della Chiesa, 34/r - 50125 Firenze, Italyfrom Santa Maria Novella → bus line 11/39 towards Primo Maggio → Stop “Campuccio”


andL Lmilch/latte

via della Chiesa, 34/r - 50125 Firenze, Italy


andL Lmilch/latte

VINTAGE - LIVING ROOM - SWEET FASHION - MODERN COOLNESS

5) The new T.A.S.T.E of D.A.T.E. - Atmosphere

andL Lmilch/latte

Spring Summer 2015 Cupcake and Shoes Collection5 cupcakes reflecting 5 shoes

5) The new T.A.S.T.E of D.A.T.E. - Collection

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Tasting & selling

Four special D.A.T.E. cupcakes for selling price: 2,50 €customers can really “taste” the special collectionsubscription for more infos about D.A.T.E.

andL Lmilch/latte

Exhibition

Selling


Entrance via della Chiesa

andL Lmilch/latte

Exhibition


andL Lmilch/latte

Selling


andL Lmilch/latte

COMMUNICATION PLANfor both events

andL Lmilch/latte

DIFFERENT CHANNELS

Social Media: Facebook Milchandlatte, Facebook event pages

Network of partners: Press office, Websites, Facebook, Blog

Network of IED: Press office, Website, Facebook

Location: Flyer

Personal: Passaparola

5) The new T.A.S.T.E of D.A.T.E. - Communication

andL Lmilch/latte

COMMUNICATION TOOLS

BEFORE the EVENTS

Social Media: Save the date, work in progress & countdownEvitePress releaseFlyer


andL Lmilch/latte

COMMUNICATION TOOLS

DURING the EVENTS

Social mediaClear project description: print, visual, personal Photographer for recallSpecial Features


andL Lmilch/latte


COMMUNICATION TOOLS

AFTER the EVENTS

Social mediaPressGeneral event concept

andL Lmilch/latte

TIMETABLE

Facebook Event “Save the D.A.T.E.”24th February

26th FebEviteto all contacts

2nd MarchFacebook D.A.T.E.

25th FebFacebook on Ditta Artigianale

Social Media Communication MilchandLatte

Event 6th March


Facebook Event “Save the D.A.T.E.”24th February

Event 7-9 March

27th FebPress ReleaseIED Website

28th FebFlyer at Mama

2nd MarchFacebook Mama

andL Lmilch/latte

BEFORE THE EVENTS

Social Media: EVENT PAGE FACEBOOK Content:SAVE THE DATEWork in progressCountdown

Start: 24.02.2015

Contacts: Personal and shared onIED FirenzeD.A.T.E.Ditta ArtigianaleMama’s Bakery

Language: English


andL Lmilch/latte

Evite to all contacts: IED, Ditta Artigianale, Mama’s Bakery, D.A.T.E., Family & Friends. Press

Send out date: 26. 02.2015

Language: English & Italian

BEFORE THE EVENTS

Evite


andL Lmilch/latte

Send out to all press contacts: IED, Ditta Artigianale, Mama’s Bakery, D.A.T.E.

Send out date: 27. 02.2015

Content: Concept & Event description

Language: English & Italian

BEFORE THE EVENTS

Press Release


andL Lmilch/latte

Content:Introducing conceptPromoting both events

Posts: dailyEvent detailsInvitationWork in progressCountdown

Contacts: personal networkinterested clientele

BEFORE THE EVENTS

Social Media: FACEBOOK MILCHANDLATTE


andL Lmilch/latte

Content:Events description and promotion

Start:27th February

Contact:Open

BEFORE THE EVENTS

Social Media: IED FIRENZE WEBSITE


andL Lmilch/latte

BEFORE THE EVENTS

Social Media: IED FIRENZE FACEBOOK


andL Lmilch/latte

BEFORE THE EVENTS

Social Media: D.A.T.E.


andL Lmilch/latte

BEFORE THE EVENTS

Social Media: PARTNERS


andL Lmilch/latte

- INFORMATION BROCHUREEnglish / Italian

- IPAD slideshow

- PERSONAL COMMUNICATION

DURING THE EVENT AT DITTA ARTIGIANALE

EXHIBITION DESCRIPTION & MENU


andL Lmilch/latte

andL LMILCH/LATTE

cocktail con / with

• martin miller’s gin• cardamomo• zenzero• mirtilli

The new T.A.S.T.E. of D.A.T.EWhen couture meet cousine

fresco, dolce, aspro / fresh, sweet, sour

D.A.T.E.politan

• martin miller’s gin• cardamom• ginger• blueberries

- SPECIAL COCKTAIL for D.A.T.E. - RECIPE flyer on Bar

- BRIEFING of staff

- personal communication


Special features: D.A.T.E.politan


andL Lmilch/latte

- SPECIAL MENU placed at the bar

- BRIEFING of staff about concept and special dishes

- Offer on blackboard

- personal communication


Special features: MENU


andL Lmilch/latte

- INTERACTION of GUESTS- FUN atmosphere- PERSONAL give away as REMINDER


Special features: Polaroid camera for personal pics


andL Lmilch/latte

Interaction with guests: pictures with D.A.T.E. CUPCAKEtasting of special collection

Interaction of brands:Fashionable food

Comfortable atmosphere

GIVE AWAY with T.A.S.T.E

DURING THE EVENT AT MAMA`S BAKERY

Special features: Sell out of D.A.T.E. CUPCAKE


andL Lmilch/latte

Content: Introducing CUPCAKE COLLECTION

Start: 01.03.2015

Place:Mama’s BakeryIED Firenze

Give away

DURING THE EVENT AT MAMA`S BAKERY

Flyer


andL Lmilch/latte

- CATALOGUES- CONTACT CARDS- FLYERS - PERSONAL COMMUNICATION

DURING THE EVENTS

PROMOTION of COLLECTION


andL Lmilch/latte

AFTER THE EVENTS

EVENTS REPORT ON SOCIAL NETWORK MILCHANDLATTE


andL Lmilch/latte

AFTER THE EVENTS

EVENTS REPORT ON SOCIAL NETWORK PARTNERS


7

andL Lmilch/latte

AFTER THE EVENTS

EVENTS REPORT ON SOCIAL NETWORK


andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Event report

andL Lmilch/latte

5) The new T.A.S.T.E of D.A.T.E. - Event report

andL Lmilch/latte

6) Conclusion - Trendfactor

Other events of Fuori di Taste where FASHION meets FOOD=> “hitting the sense of time”

andL Lmilch/latte

6) Conclusion - Personal experience

POSITIVE:- creatives ideas- good team work- open mindness - strong network- positive energy and feedback

NEGATIVE:- good communication is essential- constricting circumstances

andL Lmilch/latte

m i l c h / L a t t e

andL L

Thank you for your attention.