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LamodaCosmo Road Show 2014
Agenda
In 2014 the most popular woman magazine Cosmopolitan celebrated it’s 20 years anniversary.
Online store LAMODA become a sponsor and built up the Fashion area within the anniversary celebration.
Roadmap
July 19th /16:00–22:00/ “Central park of rest and culture” / Novosibirsk July 26th /16:00–22:00/ “Oktyabrskaya Square”/ EkaterinburgAugust 9th /16:00–22:00/ “Primorskiy Park of victory”/ Saint PetersburgSeptember 13th /15:00–22:00/ “Museon” park / Moscow
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург
• To introduce LAMODA brand to the event guests. • To attract the new consumers to lamoda.ru web-site.• To tell about the main advantages of shopping with LAMODA to the target audience.
Agency tasks
To develop the open mobile stand (81 square meter) with the following functionality:• Offline store LAMODA. • Internet-shopping Academy. • Beauty Zone.
Solution
The main task of the offline shop is to demonstrate the mechanic of lamoda.ru online store and to show the competitive strengths to the event guests: • Free delivery. • Trying on before the purchase.• Wide choice of goods (more than 2.000.000 items). • Delivery at the moment of ordering (realized on LAMODA stand).
Offline store Lamoda
Event guests could choose any liked item and order it’s delivery directly to the stand. LAMODA sales representatives were responsible for the orders shipment within a few minutes. After the fitting guests were able to make a purchase.
Offline store Lamoda
First Russian Academy of internet shopping was created for overcome of the online shopping barrier.Well-known internet bloggers and speakers shared their experience of online goods purchasing with the event guests.
Internet-shopping Academy
Internet-shopping Academy
Popular bloggers in each city and project partners appeared for the guests with the following topics: • How to keep a successful fashion blog? • Master-classes from LAMODA chief editor.• Beauty master-classes from the partners. • Definition of the «e-commerce».
Popular bloggers in each city and project partners appeared for the guests with the following topics: • How to keep a successful fashion blog? • Master-classes from LAMODA chief editor.• Beauty master-classes from the partners. • Definition of the «e-commerce».
Beauty zone was implemented by the project partner – BRAUN.In this zone stylists made the trendy hairstyles for all stand visitors during the events.
Beauty Zone
Stand guests received the banded gift sets from LAMODA for participation in different activations:• textile bag • umbrella • sun glasses • iPhone cover • 500 RUB discount for the next purchase • LAMODA magazine
Gifts
Novosibirsk – 6.000 visitors Yekaterinburg – 4.000 visitorsSaint Petersburg – 7.000 visitors Moscow – 25.000 visitors
*Information was provided by the event organizer
Lamoda stand visitors*
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург
6.00025.0004.000
7.000
* Participants in LAMODA activations
Unique contacts*
Novosibirsk – 2.400 Yekaterinburg – 1.900Saint Petersburg – 1.300Moscow – more than 3.000
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург
2.4003.0001.900
1.300
Cosmopolitan Magazine
Events announcement in Cosmopolitan magazine #8 (August 2014) in format 1/1 page. Events post report in Cosmopolitan Shopping magazine #10 (October 2014) in format 1/1 page.
MEDIA COVERAGE
114 thematic publications per 8 weeks. Approx. 14 publications per week 1.Estimated coverage per 1 publication is 16 000 users. Average 15 feedbacks per publication.Total average engagement rate per “Cosmo 20 years” publication is 0,1%.
MEDIA COVERAGESocial Media
Utilization of Instaphoto activation with the hash tag #lamoda.ru allows to engage new Instagram followers and increase amount of relevant publications:
Novosibirsk – 315Yekaterinburg – 270Saint Petersburg – 200Moscow – 450
MEDIA COVERAGEInstagram
MEDIA COVERAGEBloggers
MEDIA COVERAGELamoda Blog
Best photo
Best photo
Best photo
Best photo
Best photo
Best photo
Best photo
Best photo
November 19th, 2014
Place
St. Regis Hotel Moscow
Guests
Guests more than 400 people, celebrities, media, bloggers, Grazia magazine partners.
Idea
Grazia editors and stylists has chosen the selected looks on Lamoda.ru.
Media coverage
Those looks were presented on Lamoda.ru, Graziamagazine.ru, Grazia magazine
Media coverage
Those looks were presented on Lamoda.ru, Graziamagazine.ru, Grazia magazine
Best photo
Best photo
LAMODA BLOGGER’S DAY
IT GERLS2nd edition:2014
BEST PRACTICEFASHION PR
EVENTSASOS Insider Only Event – Swap Shop
• Pop Up Event• Launch Event• Company‘s Birthday• Fashionshow• Breakfast/Lunch/Dinner Party• Private Shopping/Style Session
EVENTSZalando Pop Up Store Berlin
EVENTSZalando Pop Up Store Berlin
• Launch party of new Zalando collection• Pop-up store was designed by Sigurd Larsen (famous Danish architect)• New Collection was available for 3 days at the pop-up store• Presentation of capsule collection by Berlin designer Bernadett Penkov• Live concert of New Yorker band „Friends“• Street art artists „Tape That“ paste up the walls
EVENTSThe Iconic Pop Up Catwalk
EVENTSThe Iconic Pop Up Catwalk
• Pop-up event for shopaholics of Sydney• Customers ordered online & got it deliverd until the event to wear it on The Iconic Catwalk• Stylists helped to get runway ready• Everyone who walked the runway got a refund up to $300• Goodie bags, entertainment & treats were provided• Event partners: Revlon, Ben & Jerry‘s, Casey Burgess and Rochelle Fox
EVENTSThe Iconic X Adidas Launch Party
EVENTSThe Iconic Pop Up Catwalk
• Celebrated collaboration: create awareness with editors, bloggers & media• Laid back celebratory evening at Surry Hills District• Live Music by The Faders• Soecial food & drinks by Messina• Specially crafted adidas originals & adidas performance shoe stencils were all over the wall & guests were invited to coulour in
EVENTSLamoda Launch of Private Label „Lamania“
EVENTSLamoda Launch of Private Label „Lamania“
EVENTSZalora X River Island Launch Party
EVENTSZalora X River Island Launch Party
• Zalora celebrates retail partnership with River Island• Party took place at MINI habitat• River Island looks were showcased on models & celebrities• Lauch party was hosted by Bobby Tonelli (American actor)• Guests were invited to shop the collection on their mobile devices• Guests could choose to have their orders sent straight to them at the MINI Cooper showroom at the end of the night
EVENTSL̀Oréal Paris New Styling-Series & App Launch
• Exclusive event for blogger• Hairstyling for guests• Different shooting areas with professional equipment & stage props• Contest: Upload the best picture and win ASOS gift card etc.• Celebrity jury (blogger, photographer,hair artist, director, DJ) 7• Goody bag with product samples
EVENTSZalando celebrates 5th Birthday
EVENTSZalando celebrates 5th Birthday
• Topmodel Bar Rafaeli as campaign testimonial• Promotion of exclusive products• Birthday Sale• Photo-box promotion: Your city, your photo.• Birthday outfits• Onsite competition: Find the hidden 5 & win a monthly gift card• Branded give-aways
EVENTSJumia X Sleek Fashion Fair
EVENTSJumia X Sleek Fashion Fair
• Combination of a runway show and sales fair• Jumia runway show• Hair, fragrabce and make-up from Sleek Beauty Studio• Goody bags with Jumia online voucher & Sleek make-up voucher
EVENTSZalando Summer House
• 23 fashion bloggers from all over Europe came together for 3 days to experience the new Zalando-Trends• Outfitshooting• Trend forcaster Lidewij Edelkoort talked about future trends• BBQ Party with Djane Hadnet Tesfai
EVENTSZalora – The Great Indoors Picnic Tea Party
• Exclusive event for 12 bloggers• Transformed the Zalora office into an indoor garden• Sneak peek into Spring/Summer collection• Bloggers picked their best outfit for the shoot• Fashion buyer supported with advices, tips & tricks
EVENTSASOS Insider Only Event – Swap Shop
EVENTSASOS Insider Only Event – Swap Shop
• Insiders were treated to a preview of SS14 items• Talks from ASOS Marketplace boutiques• Highly anticipated clothes swapping session• Everyone had to bring up previously loved but underworn pieces to swap with other insiders• Announced competition: ASOS goodies for the best styling of a Swap Shop item tagged on Twitter or Instagram
EVENTSJ.Crew Style Session
FASHION WEEK
Brand Lounge• Nice location next to the Fashion Week area• Meet & greet with journalists• Styling team for guests• Photo corner to take pictures of guests• Drinks & Finger Food• Goody bags
Pre-Dinner Party• Dinner invitation before Fashion Week starts• Special location• Exclusive guest list (fashion editors, journalists, celebrities etc.)• Little runway show & live music act• Goody bags
Celebrity Dressing• Provid celebrities outfits (private label) to wear on the red carpet or special events• Focus on a suitable match between celebrity & brand• Send selected pieces to try on
FASHION WEEKWestwing Dreamroom Lounge X Fashion Week Berlin
FASHION WEEKWestwing Dreamroom Lounge X Fashion Week Berlin
• Exclusive lounge for journalists, celebrities and designer• Meet & greet atmosphere• Perfect location to rest and recharge their batteries for the next show• Champagner & high-class finger food
FASHION WEEKZalora presents Kuala Lumpur Fashion Week 2013
FASHION WEEKTopshop & Chirp Digital Garden X London Fashion Week
FASHION WEEK
• Chirp & Twitter garden gave customers exclusive behind-the-scenes access to Topshop Unique fashion show• Users could watch the fashion show live via Topshop‘s website• Live Twitter gallery before and during the show• „Customise the Catwork“ app enabled users to change the color of selected clothing• ”The link with Chirp is fun and we love the fact that it allows people to discover new aspects of the collection and what goes on behind the scenes at Unique, through creating iconic images to story tell.”
Topshop & Chirp Digital Garden X London Fashion Week
FASHION WEEKLazada Fashion Week 2013
Local designers were able to present their products for one week to a broad online audience
FASHION WEEKLamoda X Blogger wears Lamania at Fashion Week
To push the private brand Lamania, Lamoda teamed up with a very popular Russian fashion blogger & provided her outfits during Mercedes Benz Fashion Week
FIN
