NICOLA CRONIN!REFLECTIVE RESEARCH!

PR & CAMPAIGNS !FASHION PROMOTION YEAR 2!!

AGI & SAM Agi & Sam are an emerging designer duo, who believe that fashion should never be taken too seriously. They continuously add humor in to their collections and are famously known for the use of bespoke prints. They have recently changed PR agencies from Bloody Gray PR to Exposure Edit PR. Bloody Gray clientele strictly includes emerging designers, as they mainly focused on editorial content and catwalk campaigns for Agi & Sam. Exposure Edit PR, focus on creating innovative campaigns for their clients which means that Agi & Sam will soon be gaining recognition based on their aesthetics. The brand have recently show cased their S/S2013 and A/W 2013 collections with Fashion East. The inspiration for their last collection was based on when the duo where both young and were forced to watch cheesy 80’s programmes with their nan. The collection was called ‘Granddad, can we watch cartoons now?’. As a group we decided to focus on Agi & Sam as we were really influenced by the humor that they incorporate in to their brand ethos. It gave us a lotto play with and think about in regards to creating possible PR campaigns.

Scan from research book

From research book

From  research  book  

COMPETITORS

h-p://www.topman.com/webapp/wcs/stores/servlet/TopCategoriesDisplay?storeId=12555&catalogId=33056&geoip=home  

Topman is a high street brand, that mainly focuses on urban trends, as they appeal to young trendsetters. They are a potential competitor due to the comparison of cost between Topman and Agi & Sam.

h-p://www.aquabyaqua.com  

Aqua by men is boutique like brand who specialize in urban wear. Like Agi & Sam they also incorporate prints in their garments to enable a distinctive look. Also like Topman their clothing is a lot let cheaper than Agi & Sam.

From research book

Our first written brief

Below  is  a  personal  reflecLon  of  wriLng  the  campaign  brief.  

MARKET OVERVIEW A section of the pitch document that is required is a market overview analysis. Therefore I have scanned through Mintel and WGSN to see what discussions and analysis’s have been conducted about the current economic state. I came across a report both on WGSN and Mintel, discussing the current euro debt crisis. Its states that European countries Spain, Italy and Greece are in trouble. The cost of helping them out has caused other European countries to result in recession. This will effect individuals disposable income in regards to luxury goods. Another report that I came across was based on the effectiveness of social media campaigns in 2013. It states that a social media campaign will see ‘higher engagement and longer-term consumer loyalty’. The use of social media seems highly useful for Agi & Sam, as it is a free and there is no financial loss if the campaign doesn't work. Also due to the recession, Agi & Sam do not have money to spare. So a possible Facebook/twitter campaign seems logic. WGSN report- www.wgsn.com/content/report/marketing/communication_strategy/2013/january/2013_marketing_toptrends.html Mintel Report – http://academic.mintel.com/display/634499/

CAMPAIGN RESEARCH ‘THE CHAP’- Olympiad

‘The  Chap’  –  Olympiad  is  a  summer  annual  event  held  in  London.  It  is  a  two  day  even  that  involves  humor  and  invites  people  who  are  against  modern  culture.    

CAMPAIGN RESEARCH FOREVER 21 LAUNCH

MOVEMBER

Movember  is  a  yearly  event,  where  male  and  females  throughout  the  month  of  November  grow  their  moustache  in  aid  for  a  men's  cancer  charity.  People  from  all  around  the  world  parLcipate  and  in  2011  a  staggering  73  million  was  raised.      The  relevance  between  Movember  and  Agi  &  Sam  is  the  moustache.  The  brand  have  conLnuously  used  this  symbol  throughout  their  catwalk  shows  and  it  also  is  apart  of  their  logo.  Therefore  I  feel  that  Agi  &  Sam  should  involve  Movember  within  their  promoLonal  campaign.    

Campaign  research  

Campaign  research  

From  research  book  

Sponsorship for Campaigns

Finalizing  our  different  secLons  for  our  campaign,  seeing  as  Agi  &  Sam  are  an  emerging  brand.  Sponsorship  throughout  the  campaign  will  help  Agi  &  Sam  to  save  money.    As  a  group  we  were  thinking  of  using  Liberty  as  a  possible  sponsor,  as  Agi  &  Sam  are  currently  stocked  there.  Therefore  the  relaLonship  is  already  there  so  asking  shouldn't’t  be  a  hassle.      For  the  music  event,  we  thought  it  would  be  logical  to  use  SpoLfy  as  a  sponsor.  As  they  adverLse  up  and  coming  bands.  If  they  were  a  sponsor  there  would  be  no  fee  of  asking  emerging  bands  to  perform  at  the  event.      Also  an  important  sponsor  would  be  Movember,  as  the  campaign  is  in  aid  of  this  good  cause.  CollaboraLng  with  Movember,  will  iniLal  help  Agi  &  Sam  to  gain  a  good  reputaLon  and  also  gain  a  huge  recogniLon.  As  Movember  is  a  world  wide  organizaLonal  charity.    

REVIEW

A]er  our  review  presentaLon  Jon  menLoned  that  we  should  look  at  a  campaign  that  was  set-­‐up  for  Whi-ard  tea,  as  it  involves  5  aspects  of  the  iniLal  campaign.  Our  main  idea  is  a  Music  night,  Jon  stated  that  we  shouldn’t  be  afraid  of  expanding  the  campaign.    He  also  really  liked  the  One  Liner  idea,  and  said  that  we  should  center  the  campaign  around  this  idea  as  it  is  very  strong  and  reflects  the  brands  ethos  of  humour.      Another  pointer  was  that  he  said  he  has  seen  a  lot  of  PR  companies  creaLng  a  music  night  as  a  last  resort.  Therefore  we  need  to  make  us  different  and  stand  out  from  the  rest.  We  were  told  to  think  outside  the  box  in  terms  of  humour  and  to  look  at  The  Chap  –  Olympiad  event.  As  it  contains  a  different  aesethic  and  is  very  successful.      I  personally  think  the  review  went  well,  we  were  told  to  not  use  note  cards  for  the  final  presentaLon.  However,  I  am  very  bad  at  speaking  a  loud  therefore  a  lot  of  preperaLon  will  be  needed  to  perform  and  sell  our  campaign  ideas.      Basic  layout  presentaLon  was  noted,  not  to  add  white  images  on  to  a  different  coloured  background.  As  it  does  not  look  professional  and  is  also  very  messy.        

PRESENTATION RESEARCH

ReflecLng  from  what  was  said  in  the  review,  as  a  group  we  all  said  it  would  be  beneficial  to  use  a  white  background,  as  it  looks  clean  and  sleek.  By  incorporaLng  the  Agi  &  Sam  prints  on  the  side  and  also  a  repeLLve  moustache  at  the  bo-om,  we  are  appealing  to  the  brand.  If  we  were  to  pitch  this  presentaLon  to  Agi  &  Sam,  they  would  see  our  a-enLon  to  detail  and  also  knowledge  of  the  brand;  By  adding  li-le  Agi  &  Sam  signifying  traits.