BFC WEEKEND MENS

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Project for the British Fashion Council whereby we redesigned the menswear section at London Fashion Weekend.

Transcript of BFC WEEKEND MENS

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LONDON FASHION WEEKEND: NOW

Whilst researching consumers, the majority of interviewee’s were not aware of London Fashion Weekend as an event and were thus unable to form an opinion. Men that were aware said that to improve the event they wanted much more of an experience as it was very women orientated. Other consumers said that the entrances into spaces weren’t inviting and they were hard to notice. From our time at Somerset House and from consumer feedback we found that navigation was graphically confusing and there was next-to-nothing signage which made finding your way around the event a struggle.

Additionally branding in terms of stock and displays seemed to lack freshness and a sense of direction. Some brands such as Dolce and Gabanna appeared more than once within the menswear section. Much of the stock seemed out dated and our disappointment with the selection on offer was met with the realisation that many of the boutiques couldn’t even state their target consumer when asked, and surely without a consumer in mind it is hard to achieve sales. This unfortunate lack of consideration was also felt by the consumers who we spoke to outside the event who stated that brand selection as the main reason for not attending.

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WHY MENSWEAR?

In June of this year London will be based as a central hub for London Collections: Men – a brand new showcase of British menswear, style and culture that will run from 15th June to 17th June. This highlights the importance of menswear WITHIN THE BRITISH RETAIL INDUSTRY. the changes and developments British menswear is going through illustrates the right time to pay attention and be with the movement that will be a huge success.The fact that British menswear is now receiving a lot of attention highlights the importance of British design in a year that is exciting for our country. London Collections: Men will provide the breadth of British Menswear design to a global audience embracing heritage brands, iconic designers and emerging talents as well as championing British craft, skills, textures and HRH’s campaign for wool. The new showcase will emphasise the creative and commercial importance of British brands and emerging talent.

The event will be spearheaded by Dylan Jones, editor of GQ, and the three day event is expected and hoped to celebrate the worldwide impact of British talent in menswear. The event will ensure that London becomes a unique opportunity to see and buy British menswear whilst experiencing the UK’s dynamic creative industries.

What’s also important is HRH The Prince of Wales will be hosting a reception at St. James’s Palace to celebrate the launch and thus provides a unique opportunity for international and UK media to network with London’s menswear designers and businesses in uniquely British surroundings. This highlights the profound change that menswear in the UK is going through and the surge of positivity it receives on a global scale which means that London Fashion Weekend can indulge in this excitement and become just as much a talking point as the designers themselves.

London Fashion Weekend Men’s can be at the heart of showcasing menswear and be the essence of British design.

Ultimately the change in menswear and creation of its own platform means more people can attend the shows and pay attention to the production of menswear. So this provides great reasoning to advance Weekend Men’s at London Fashion Weekend; with this, consumers can become inspired and involved with the industry that is showcasing and celebrating British fashion at its peak. It has the potential to provide a core focus for the industry and press alike to become a key calendar event for major menswear activities.

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FASHION EASTBFC NEWGEN MENTOPMAN

We hope a key aspect of the event will be to support upcoming and emerging talent in menswear and so we will be showcasing the best from Fashion East. Fashion East is a pioneering non-profit initiative established by the Old Truman Brewery in 2000 to nurture emerging young designers through the difficult early stages of their career. It receives sponsorship funding from Topshop, TOPMAN and The London Development Agency.

The three menswear designers given the opportunity to present a catwalk collection to the international press and buyers attending London Fashion Week will be showcased in the form of a catwalk show at London Fashion Weekend after the women’s show. This will establish the event as more of a spectacle for the men and create more in terms of exclusivity for the event. The designers receive a bursary, free venue and complete catwalk show production, professional catwalk photographs and video and so supports our concept of supporting British designers in the form of upcoming and emerging talent.

In 2005 the team behind Fashion East initiated MAN, an identical support scheme for emerging menswear designers, sponsored by TOPMAN. Successes include Cassette Playa, Christopher Shannon, James Long, JW Anderson, Katie Eary and Jaiden Rva James. Since 2009 menswear installations have been held on menswear day at London Fashion Week, giving up to ten menswear designers a platform to showcase their collections to UK and international press and buyers.

As a development of consumer experience for the male consumer we hope for the menswear catwalk to be a mixture of Fashion East designers and the MAN show; directly from London Fashion Week. This will enhance our emphasis on supporting upcoming talent whilst adding depth to the experience at Weekend Men’s.

Additionally we want to have a key relationship with NEWGEN MEN. The initiative has built on Topman and Fashion East’s successful MAN shows and is instrumental in raising the profile of emerging British designers. Therefore it makes sense to have this crucial relationship to establish Weekend Men’s as a supporter for emerging British menswear talent. It’s especially the right time to do so with the new movement of London Collections: Men. The surge in menswear popularity and support should be carried through and highlighted with Weekend Men’s at London Fashion Weekend. We hope to provide a great deal of support and coverage for these upcoming designers just as NEWGEN, Fashion East and Topman do already. We have a view of increasing the success of their business commercially and towards building relationships with key press and buyers. Whilst NEWGEN MEN, Fashion East and Topman continue to promote the best of British menswear talent, London Fashion Weekend’s Weekend Men’s can provide exactly this too and ultimately can become the go-to destination for people who want everything new in menswear and for emerging designers to be showcased which can be a great initiative.

“The breadth of menswear in London has been inspiring, but now it’s time to make note of the depth - behind all the already familiar names, there are platoons of newbies. That’s more than evolution - it’s inescapable maturity. I say, watch out, world!” Tim Blanks

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PRIMARY RESEARCH

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SECONDARY RESEARCH

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SECONDARY RESEARCH

STYLUSSTYLESIGHTARTICLESWEBSITESBLOGS

In order to expand upon our primary research and to broaden fluency, sufficient attention was placed on secondary research. This allowed in depth knowledge of the subject but importantly supports and uplifts our primary research.

Through online blogs and articles along with reports and websites we were able to understand emerging key trends in menswear and retail environment. What we also uncovered was key trends in consumer behaviour crucial to the development of our branding.

Additionally secondary research gave us the means to the finest understanding of where a re-brand was possible and how to implement it in the most successful way. Further to this we were able to keep up to date with news and developed our understanding of core relevant subjects. The research served as a foundation for a rebrand and highlights the real possibility of a prosperous change.

All of our research underpins each decision in order to ensure a high success rate, the research we have delved into serves as a ttrationale and evidential support that this is indeed the zeitgeist and could be a huge achievement.

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SECONDARY RESEARCH

THE RESULTSAs a result we uncovered that less is indeed more when it comes to the new ‘luxury consumer’. Consumers like individuality and this underpins the development of our concept.

We hope to create a personalised experience at Weekend Men’s to each consumer and this will be done through our marketing and promotional strategy and the various consumer touch points that lead the consumer on a journey to the event.

Further to this we uncovered research into ‘The New Male Consumer’ (Stylesight). Some key insights into the menswear market and reason to support our concept include:

‘Once an after thought in the retail landscape, male consumers now make up a $51 tbillion shopping industry.’

‘75% of men now shop for their own clothing compared to just 52% in 1995.’

‘They want goods that tell a story with the idea of discovery as well as shopping.’

‘Men are not only looking for clothes but for objects they can connect with.’ Steve Kang, owner of Blackblue Boutique.

‘Men connect on a narrative level and enjoy active participation’.

‘Sales in menswear have posted better growth rates than women’s apparel during the recession, with the male segment also showing more resilience.’

‘As a reaction to the economic downturn men are becoming more ‘well dressed’ and confident – focussing on simple design and crisp tailoring.’

With all this taken into consideration we believe that our concept and choice to go forward with the menswear department at London Fashion Weekend is fully supported, and boasts the most excitement and potential to be something globally accepted and consumer engaging.

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THE BIG IDEA

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british fashion council brings you weekend men’s, a new dedicated

and considered menswear department at london fashion

weekend which showcases the best of british

design talents.

weekend men’s aims to help you seek your

style persona,

try playing hide or seekto discover the key to your

wardrobe,

are you Heritage Honour, Seasoned Refinery, Understated

Cool or Urban Prime.

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THE BIG IDEA

The Big Idea incorporates interactivity and gamification to help our consumer seek their personal style

at London Fashion Weekend. By using an interactive flowchart and social

networking platforms, our consumer is encouraged to engage with London Fashion Weekend and the brands inside. This inspires them to not just seek their own style, but

seek out the event for themselves and thus increasing footfall.

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THE FLOWCHART

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THE FLOWCHARTThe flowchart has been carefully created to identify the four key styles that were prominent to our consumer research of the modern man, resulting in ‘Heritage Honour’, ‘Seasoned Refinery’, ‘Understated Cool’ and ‘Urban Prime’. These considered styles represent the increasing interest in British menswear from both primary and secondary research which is integral to this concept. The four styles have then been coupled with a colour best suited to each style to make the chart both clear and visual.LY PLEASING Each question has then been carefully constructed to encompass each individual style and its attributes whilst referencing consumer touch points, making the chart engaging and enjoyable. This also backs up secondary research from a Style Sight report named ‘The New Male Consumer’ which stated ‘The Modern Man wants goods that tell a story, and enjoyS the idea of DISCOVERY as well as shopping.’ so by discovering a style that reflects the individual, our consumer is led to want to see more of London Fashion Weekend. For example the question ‘BLAKE OR BANKSY’ distinguishes either a heritage or urban consumer whilst ‘TIE-PINS OR TURN UPS’ differentiates either a seasoned refinery or understated cool consumer. This also draws upon secondary research from Style Sight which stated that ‘men enjoy the ability of ease and no hassle’, therefore underpinning these specific styles helps our consumer feel confident and directed at the event.

This need for clear direction comes from primary research which proved that Somerset House, the venue for London Fashion Weekend, is fundamentally difficult to navigate with many rooms leading on to one another. Therefore, the gamification of the flowchart and this concept of ‘seeking’ mimics that of the venues unavoidably confusing layout, yet encourages consumers to explore the layout rather than becoming overwhelmed by it. This research also informed our decision to encompass the sectioning and colour coding of the flow chart into the navigation and marketing of the event, and to divide the Weekend Men’s section into these four style sections, making the space even more straight forward. The updated map produced uses the colour code to break down each section of the east wing as a whole, stating what brands are in each colour coded area. Visually, the map is clear and simple and will be printed on standing boards in the courtyard to guide consumers into the Weekend Mens Section. Furthermore, there are four doors which lead into the East Wing, and so these will colour correspond to the four style sections which you walk into to navigate the right consumer into the right section.

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CONSUMER PROFILES

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THE STYLE IDENTITIES

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BRAND RECOMMENDATIONS

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In order to support everything British, we have selected the best of British brands to showcase at Weekend Men’s.

We focussed solely on British brands in order to celebrate the talent and support the heritage of London.

The brands chosen support our consumers taste based on our primary research AND REFLECT A WEARABLE WARDROBE FOR THE MODERN DAY MAN.

BRAND RECOMMENDATIONS

BARBOURPAUL SMITHBURBERRYMARGARET HOWELLRICHARD JAMESE-TAUTZFOLKGIEVES & HAWKESJW ANDERSONTOPMAN GENERALB STOREPERCIVAL LONG CLOTHING SUPREME BEINGSHAUN SAMSONAGI & SAMKICKERSDOCTOR MARTINSNEW BALANCE MR HAREH BY HUDSON

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SHOWCASING THE BRANDS

The way in which we want to showcase the brands will be in an edited format. The reason for this is to be visually pleasing but this will also help with navigation to each individual style. Through this edited format, the consumer will be able to understand the trends and truly develop a great interest to each designer.

Furthermore, through our research we uncovered that men like to shop in a concept store way. Over the years concept stores have grown in popularity and this shows no sign of slowing down. According to our primary and secondary research men appreciate ‘less is more’ and like to shop in a retail environment that is aesthetically pleasing and easy to navigate. So we’ve decided to focus the space on the concept of ‘less is more’.

Brands must focus on creating intimate relationships with customers in order to ensure return to store and ultimately brand loyalty in a tough economy.

Shopping is becoming equally about escapism as it is necessity. The conclusion may be for store design to mirror set design and we want to make the delivery of brands less about highlighting the mass amount of stock and more about highlighting the actual product and the artisan and craftsmanship that comes along with it.

Further to this we want to make the concept more about highlighting the setting that the brands are placed in and make it just as much a talking point. This will encourage destination shopping and brand recognition. In order to embed our big idea throughout the event we don’t want to bombard the consumer with add –In high-tech interactivities, instead we want to create immersive and stimulating experiences – a funhouse for adults in keeping with our hide or seek concept. This will ultimately be a great engagement tool and develop strong connections with target consumers.

Concept stores provided us inspiration in the development of the edited format and this will help decision making in a short space of time and encourage the consumer to see it all. The products will be laid out in convenient and visually pleasing ways through our simple visual merchandising and masculine identity to make the event a community destination to consumers who are cash-strapped and sick of ‘stuffocation’ which has dampened their motivation to buy. The brands we have recommended serve as differentiation from anywhere in the UK, we have mixed heritage with Saville Row tailors whilst additionally highlighting the success and popularity of high street brands. The mix really signifies the talent of Britain and the event will consequently celebrate this in an innovative and exciting way.

BARBOURPAUL SMITHBURBERRYMARGARET HOWELLRICHARD JAMESE-TAUTZFOLKGIEVES & HAWKESJW ANDERSONTOPMAN GENERALB STOREPERCIVAL LONG CLOTHING SUPREME BEINGSHAUN SAMSONAGI & SAMKICKERSDOCTOR MARTINSNEW BALANCE MR HAREH BY HUDSON

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NAVIGATION

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NAVIGATIONTo continue this need for ease and simplicity, the interior of Weekend Mens will mimic that of a concept store, utilising the quick ONE day turnaround from Fashion Week and exploiting a laid back and minimalist layout. Inspiration comes from various stores such as Anthem and B store, a UK concept store that ‘brilliantly taps into the psyche of modern men’s tastes while respecting the tradition of heritage clothing.’ (Adrian Clark, Style Director, Shortlist) The integral factor of this layout is simply down to ‘simple visual merchandising and masculine identity’ (Stylus report, How to Sell to a Modern Man) which can be easily and efficiently achieved in the short turnaround time. Fixtures such as industrial railings and soft plywood will achieve a masculine ‘rough luxe’ look, and by increasing the amount of mirrors the space can be made to feel larger and brighter, relaxing the consumer even more. The visual identity of the flowchart will continue inside the space, by using colour coded lines on the walls in a structural manner so the consumer can follow round section to section, discovering new styles and brands.

Within each section, the SELECTED BRITISH BRANDS WILL BE GROUPED BY styles WHICH REFLECT EACH PERSONA. This decision comes from the realisation that the current stock held at Weekend Men’s was out dated and lacked the freshness.

To overcome this, it is felt that by focusing on purely British brands, LONDON FASHION WEEKEND MAY DRAW upon some major cultural events happening in Britain this year AND HELP TO BRIDGE THE GAP between London Fashion Week and London Fashion Weekend, attracting a consumer that is more fashion lead and prepared to seek out British design talent. The showcasing of British brands, be they established or emerging, comes at a time where being British is something to celebrate. 2012 sees the Queens Jubilee shrouded by quintessentially British celebrations and patriotism and also the London Olympics which will make the UK a landmark for sports and achievement. The brand recommendations which we have made engage consumers with new design talents such as Agi & Sam and J.W Anderson alongside British institutions such as Burberry and Topman’s General Store, maintaining a variety of price ranges that reflect each consumer. It is felt that by holding these brands, Weekend Mens can become a destination for fashion conscious men who want to experience a piece of London Fashion Week, and by increasing footfall this will then increase sales. However, it is also clear that each style cannot be isolated from one another, as it is intended that some consumers may fall into a number of different style segments. TO REMEDY this, the floor plan has been carefully considered to make sure certain brands flow into others, taking the consumer on a brand journey. For example, BURBERRY has been sectioned into ‘HERITAGE HONOUR’ however LEADS ON TO ‘SEASONED REFINERY’ TO ENCOMPASS THE TRUE BRAND ESSENCE OF BURBERRY.

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By combining the big idea with the navigation and

marketing, this concept is all encompassing and is a simple

yet engaging method to increase awareness and

footfall of London Fashion Weekend, and more specifically

Weekend Men’s.

THE BIG IDEA

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INSPIRATION

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MARKETING

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MARKETING:AROUND LONDON

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The Hide or Seek concept influences a range of online and offline marketing strategies that promotes Weekend Men’s. Firstly, the consumer comes into contact with unavoidable advertising around London, by using sections from the Seek Your Style flowchart, displayed outside on walls, tube stations, pavements and buses. This use of ambient marketing creates initial excitement and build up to the event. By using just one question in each area such as “Basements or Bars”, this quickly grabs the attention of passers-by who will subconsciously answer it. Placing Twitter hash-tags next to the flowchart options such as #UrbanPrime, and links to the Facebook and events’ website, leads the consumer to social media platforms in which they can find out about Weekend Men’s.

Passers-by will also see four coloured lines running around the city on walls and pavements; these colours relate to the four style identities that have been created. These lines have no links to the logo for London Fashion Weekend, creating anticipation and speculation. This gives the event more opportunity to market to brand new consumers, present consumers, and those that may currently have a negative opinion on the event, as this form of marketing is unavoidable. The consumers will subconsciously make links between the coloured running lines and the Seek Your Style flowchart due to the recognisable identity of the four style colours. There is a clear visual link between the marketing strategy, the big idea and navigation by reinforcing the colour coded theme various times. This is a cost efficient approach to promoting this concept.

MARKETING:AROUND LONDON

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MARKETING:THE VIDEO

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The video created represents and promotes the whole of London Fashion Weekend; the Hide or Seek concept is explored across both genders. With tones of playfulness, sensuality and speculation, the video strongly represents the four style identities with a change of outfits throughout the video, and edited in a way that shows clear distinction between all four. Using the same model throughout the video encompasses the concept of ‘seeking’ your style, and supports how Weekend Men’s lets the consumer discover new aesthetics.

The Hide or Seek idea is reinforced in the video; the location of a multi-story car park means there is a lot of space to visually play with, creating a relaxed mood. Open roof tops, lifts, railings and cement staircases suggest a slightly more cool fashion-conscious consumer. The narrative sees a man and women playing a game of hide and seek, seen in separate locations around the car park, being brought together by corresponding style identities. An eerie soundtrack, black and white effect to contrast with the four coloured style and slow motion add speculation to what the male and female are aiming to do; are they running away or are they trying to find each other? The video ends with several calls to action in the form of links to promote interactivity with social media platforms and a ‘click to play’ link for the flowchart, reinforcing the gamification of the new concept as a whole. This will make consumers pass it on and thus, purchase tickets. The branding of the video is released at the end to work on the theme of reveal.

THE VIDEO

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THE VIDEO:the launch

The launch of the video will coincide with London Collections: Men in mid-June; an event that goes hand in hand with London Fashion Weekend promoting many of the same up and coming brands. This is a perfect opportunity for Weekend Men’s to launch to a fashion-orientated consumer, as well as press, buyers and celebrities that will be at the first fashion event solely for men. This time period is also relevant to a broader audience; the Queens Jubilee and Olympics mean that more people will be in London. Using London Collections: Men as a starting platform, the video could be shown during this event inside and outside Somerset House on large projection screens.

The three day event in June will be using live runway feeds, as well as social media, interviews and news all shared online; Weekend Men’s can take advantage of the amount of potential target consumers that will be interacting online during this time by launching the video in spaces on London Collections: Mens’ website, Twitter and Facebook feed. This will ensure the video gets shared, re-tweeted and posted, sending it viral. The server for the video launch will be primarily YouTube, as well as Vimeo for more creative professionals. London Collections: Men and Weekend Men’s working together side by side benefits both events; sponsorships, brands and publicity are shared and ensures longevity for British menswear all year round.

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THE VIDEO:INSPIRATION

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THE VIDEO:INSPIRATION

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MARKETING:PRESS RELEASE

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MARKETING:SOCIAL MEDIA

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Social media is as ever, increasing. Twitter, Facebook, YouTube and Google+ are all in sharp competition for bigger advertising slices and 2012 is the year when advertising agencies are reinforcing their products, not their brand, and producing big creative ideas to entertain consumers. [Sourced via Style Sight].

Weekend Men’s will primarily use Twitter as a social media platform to promote the event and tickets, as its target consumers are more likely to interact here than on Facebook; Twitter has a more professional and business profile in which potential Weekend Men’s consumers would follow. Each four style identities that have been created have their own hash-tag, for example #HeritageHonour, so when males either see the outdoor flowchart on the side of a bus, or play the flowchart online, they can post onto Twitter which style they are and what makes them this, joining a community; “I am #UnderstatedCool because I take 10 minutes to get ready in the morning”. Weekend Men’s will then reply with a promotional discount code for money off a London Fashion Weekend ticket; this discount code will seem personal to the customer on Twitter, but their followers will have easy access to see this code, encouraging further sales and raising brand awareness. This approach to hash-tagging on Twitter underpins the overall Hide or Seek concept, by allowing males to find and share their style.

MARKETING:TWITTER

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MARKETING:FACEBOOK

Facebook has around 800,000,000 users being the most popular for a social network; Weekend Men’s will create its own page to launch a new separate identity. Consumers may initially find the Facebook page when they see the outdoor marketing, via friends’ links or Twitter, depending on their lifestyle and day to day routine. They then have to ‘Like’ this to see Weekend Men’s brand updates and recommendations for all four style identities. Weekend Men’s does not want their consumers to feel that they can only follow one style identity; they can be a mixture and learn about other brands that they normally wouldn’t. Facebook users can ‘Subscribe’ to getting specific brand or style updates to make the event more personal. The Seek Your Style flowchart can be played and shared online in the gaming app; this coincides with the idea of interaction and gamification within the Hide Or Seek theme. [Sourced via How Many Are There]

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MARKETING:THE WEBSITE

Consumer research shows men that already attend London Fashion Weekend feel that the event is “too women orientated”, and the majority of males asked outside of Somerset House, weren’t even aware of the event. Creating and designing a completely separate website for Weekend Men’s at London Fashion Weekend will define this section distinctively from the other three areas at the event, which are majorly women-specific. When a viewer clicks to enter the website, automatically the Seek Your Style flowchart will come up for the consumer to play, in the same style as the hover pop ups. If they play along, the viewer will log into the website as the style identity they answered as; for example if their style is Refined Seasonary, they will log into this styles’ homepage, getting brand specific updates, recommendations and news. However, if the consumer wishes not to play the flowchart, they will enter onto a neutral homepage which includes all four style’s aspects, as well as direct links to tickets and social media feeds. The website is the home for brands, press, exhibitors and consumers; a platform that visually and literally explains Weekend Men’s. [Sourced via Primary Research at Somerset House]

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MARKETING:HOVER POP UPS

Weekend Men’s continues marketing the Seek Your Style flowchart on consumer-specific online platforms such as GQ.com and MrPorter.com, by using a series of hover pop ups that lead the consumer to play the game, ending up onto the Weekend Men’s website, where they can explore the event, discover more about their chosen style and purchase London Fashion Weekend tickets.

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MARKETING:THE TICKETS

Creating two different tickets for each gender really emphasises how Weekend Men’s and Weekend Boutique are separate, but equally important sections of the event. The ticket style will relate to the consumers style identity; for example, if a consumer is signed into the Weekend Men’s website as Heritage Honour, when he purchases a ticket, it will represent the visual identity of the Heritage Honour style.

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COSTINGSAND

BUDGET

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HOW CAN THE BIG IDEA

BE TRANSFERRED

TO THE WHOLE EVENT?

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The Hide or Seek video already includes both men and women, showing how equally promoting all sections at London Fashion Weekend can easily be achieved. The main concept of the Seek Your Style flowchart could be applied to the Weekend Boutique, Shoe Studio and The River Box by adapting the styles, colours and questions to fit those specific consumers. By producing a style flowchart for each section of London Fashion Weekend, the event manages to reach out to every consumer making their experience more personal and directed. These variations of flowcharts would be seen, played and shared online, by both men and women, as well as outdoors such as on the underground, the side of walls and on buses. Again, the idea of gamifaction is made even more apparent; consumers would be exposed to four flowcharts in a variety of channels. In terms of online platforms, a website could be produced for each section for personalisation and exclusivity, as well as creating various Twitter and Facebook links, that would eventually all link to a neutral London Fashion Weekend homepage.

Creating four corresponding women’s style identities to match the men’s would be effective for marketing material; similar to French Connections This is the Man/This is the Women campaign. London Fashion Weekend would use colour coded styles to create a brand identity.

Navigation systems such as sectioning different styles and producing simplistic maps can be transferred into the remanding three sections. For example the Shoe Studio would section into shoe styles: flats, heels, boots and wedges to make it easier for consumers to find what they want. A large overall map of Somerset House would be produced, breaking down each section using the colour coded graphics, and list of brands. The interiors chosen for Weekend Men’s are easily applied in the short amount of change of time from London Fashion Week. Fixtures would already be prepared, and adhesive colour sticker lines are cost effective. These are decorative concepts that can appropriately be transferred into other sections in a short amount of time.

HOW CAN THE BIG IDEA

BE TRANSFERRED

TO THE WHOLE EVENT?

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HOW CAN WE MEASURE

SUCCESS?

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The success of Weekend Men’s can be measured by monitoring online platforms; the amount of ‘Likes’ and activity around the group and event page, as well as followers and mentions on Twitter will represent how popular Weekend Men’s is on a social network. The online community is one to take care of- this is where a high majority of ticket sales will be purchased via promotional links. In terms of the Hide or Seek video, that aims to go viral with the launch taking place at London Collections: Men, success can be represented by looking at Youtube and Vimeo ratings and views, as well as shares and ‘likes’ on social media networks.

Press coverage (magazines and newspapers) for Weekend Men’s will determine popularity; the launch in June will pick up a lot of new press that would not have thought about covering London Fashion Weekend before, as it is primarily a consumer experience. The brands at Weekend Men’s will also be monitored for success rates; as promotion for LFWend develops, brands’ profiles will increase due to more publicity exposure than normal both online and offline.

These important aspects of monitoring success will determine sales income; the more popular Weekend Men’s is online and the amount of press coverage it gets, will more than likely increase ticket sales, thus increasing footfall during the event.

HOW CAN WE MEASURE

SUCCESS?

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THE FUTURE OF THE IDEA

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The new brands showcased at London Fashion Weekend for both Weekend Men’s and Weekend Women’s can evolve over time to always encapsulate the best of British design talents. Brand choice will be a main draw to the event season upon season as it allows access to new talents and to brands which do not have physical sales spaces. The branding of different style identities can also change to fit in with seasonal trends, providing opportunities for changes in the visual identity and visual merchandising for the event. Celebrity endorsements and new sponsorships may also move the event forward and draw in new consumers. The new concept of London Fashion Weekend will help the event to gain credibility and with new found credibility will come opportunities to improve the consumer experience and make Somerset House a must visit destination for retail.

THE FUTURE OF THE IDEA

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