southampton solent university writing, fashion and culture

Boudoir PR. Specialising In All Things Beautiful...

Southampton Solent University

Writing, Fashion and Culture

NATHALIE YVETTE DAWE – LEVEL TWO

Focus on Fashion

(CMW204)

Assignment number – Three

Produce a detailed planning report for a 6 month PR campaign of your choice

...BRAND – MISS SELFRIDGE...


1.0... Identify the Brand

The PR campaign is intended for high-street fashion brand Miss Selfridge, the brand has

potential being managed by one of the most powerful organisation in the retail industry;

The Arcadia Group. However Miss Selfridge has become lost in what has become a crowded

market. Therefore the aim of this PR campaign will be to significantly raise the profile of the

brand.

1.1... Brand Research

So Miss Selfridge who are they? Miss Selfridge is a high-street Fashion Brand for women

aged 18-24. The brand uses their retail outlets across the United Kingdom to provide the

fashion conscious individual with the latest fashion trends.

“VARIETY, INDIVIDUALITY AND ORIGINALITY ARE KEY TO THE MISS

SELFRIDGE BRAND, WHICH TARGETS FEMININE AND STYLISH, INDIVIDUAL

AND SELF-ASSURED CUSTOMERS AGED 18 TO 24. THE BRAND HAS MORE

THAN 250 STORES WORLDWIDE.”

ARCADIA GROUP LIMITED.

When first established in 1966 the Brand was based in Selfridges London as the young

fashion department. TODAY the Brand has grown to have a number of standalone outlets

across the U.K. with the Brands flagship store remaining in London.


1.2... Brand History

1966 – The Brand is born ... Miss Selfridge arrives as the young fashion department within

the Selfridges store on London’s Duke Street.

1967 – A year after its launch, Miss Selfridge already has concessions across the country.

1969 – Miss Selfridge becomes a brand of its own, as the first stand alone outlets are

launched.

1984 – Miss Selfridge comes of age and brand publicly celebrates its 18th birthday with its

first ever advertising campaign.

1996 – The Brand streamlines its supplier base, laying the foundations for the fast fashion

pace it sets out today with its fast response to new trends.

1999 – Miss Selfridge becomes part of the ARCADIA GROUP, along with Wallis, and outfit to

complete the line up of today’s fashion brands acquired by the group.

2001 – Flagship store opens on London’s Oxford Street. (PRIME LOCATION)

2006 – Returning to its roots... Miss Selfridge turns 40 and marks the occasion by returning

to its roots with a new concession within the world famous Selfridges department store and

a limited edition re-launch of some of its iconic products including some from the kiss &

make-up cosmetics range.

Within 40 years and more Miss Selfridge has become one of the High-streets greatest

fashion brands for the young and independent female of the 21st century. Having started

out as a department within London’s favourite fashion outlet Selfridges, the brand has done

exceedingly well to build its own reputation and gain its own market.

However with high-street competitors such as Topshop being the most prominent, H&M,

New Look and River Island, to name just a few it is important for the brand to continue in

raising awareness. Miss Selfridge is a brand which has the potential and resources to be a


favourite amongst the stylish and the young. Therefore it is crucial that the brand doesn’t

become lost in the crowded market place of today.

1.3... Target Market

Miss Selfridge claims its target market to be the “feminine and stylish individual and self

assured customers aged 18-24”. Miss Selfridge is determined to remain a brand for the

young, and the young at heart. However not so young that they don’t know who they are or

what they want. The Miss Selfridge brand is for the individual who knows her own style.

A typical consumer profile for Miss Selfridge would be the following...

Female

19 years old

Fashion Journalism student

Employed part time (bar person in night club)

400 - 500 per month

Demographic “E”

Single

Living in rented and shared accommodation

Interested in fashion, magazines, current news, current events, festivals, reading, the gym.

Hobbies consist of going out, shopping, going to the gym, visiting family, and spending time

with friends, meeting new people, writing, reading magazines and books.


“The Miss Selfridge customer is feminine, stylish and individual. She is always fashion aware

and experimental with her style...

...She is vibrant and individual, intelligent and confident in what she wants and where she is

going in life”

The Brand – Our Customer, missselfridge.com


2.0… S.W.O.T and P.E.S.T analysis.

A S.W.O.T and P.E.S.T ANALYSIS will be conducted on Miss Selfridge to develop a greater

understanding of the brand and its current position within the retail market for high-street

fashion.

A S.W.O.T analysis is used to look at the Strengths, Weaknesses, Opportunities and Threats

of a business. Though identifying the strengths and weaknesses of Miss Selfridge, how the

business is performing internally can be identified in the first half of the S.W.O.T analysis

while the opportunities and threats of the fashion brand will identify the external benefits

and constraints on the business.

A P.E.S.T analysis will also be conducted this looks at the Political, Ecological, Social and

Technological factors of a business. A P.E.S.T analysis is more focused towards the external

effects of a business rather than how the business is performing internally.


W

S

2.1… The S.W.O.T analysis

Before beginning planning for the PR campaign it is important to look at the current

strengths and weaknesses of the brand Miss Selfridge and how this could be used by the

campaign. It is also important to look at the external factors of the S.W.OT, through

identifying the Opportunities and Threats of the brand, the most effective PR campaign can

be produced for Miss Selfridge by taking advantage of current opportunities in the market,

and being aware of current threats, to the brand and it’s operating market.

T

- Due to the competitiveness and success of Topshop, also owned by the Arcadia group, the brand has nearly been dropped by the Arcadia group.

- Success of online market, detracts attention away from the high-street as consumers are convinced they can get it cheaper online.

- RECESSION – Consumers still affected by the economic downturn, and therefore still avoiding unnecessary expenditure.

- Apart of High-street leaders the Arcadia group.

- Market positioning is targeted at the most fashion conscious age group 18-24.

- Brand has a petite range. - Boutique style atmosphere. - The brand continues to support The

Lavender Trust for Breast Cancer Care, a charity that funds support and information for younger women with breast cancer.

- Brand launched fully transactional website in 2003, which has since developed over the years.

- The brand is ethically minded.

- Strong media platform in the U.K. means there is always the opportunity to get the brands them ‘out there’ and encourage public interest in the brand.

- Branch into other markets. E.g. raise awareness of the make-up brand, or branch into plus size or children’s markets. O

- Brand has lost it’s focus in the past, experiencing n identity crisis and blurred target market.

- Competitiveness of the brands operating market means the brand is becoming lost in a crowded market place.


S

2.0… The P.E.S.T analysis

Along with the S.W.O.T analysis before planning for the PR campaign it is also important to

look at the Political, Economic, Social and Technological issues currently affecting Miss

Selfridge and the way it is able to operate in it’s existing market. It is important when

planning for the PR campaign that PR activity, which causes negative political debate, is

avoided. However through identifying the economical, social and technological position of

the brand, these factors can be used to strengthen the effects of the brand and the impact

it’s has on the consumer, and there decision to act.

- The ethical policy adopted by Miss Selfridge opens the brand up to the ethically minded consumer who cares for the way garments are produced, rather than just the aesthetics of the finished product.

- Supports a charity giving the brand a positive image in society.

T

- Advances in online retailing means Miss Selfridge is able to operate outside of it’s high-street stores.

- However the advances in online fashion means the Internet is gradually becoming more mainstream as a retail distribution channel, resulting in the high-street suffering form a loss in sales – as the internet offers a cheaper alternative

- Miss Selfridge is able to keep up to date with the latest trends through technological development making it quicker and easier to get the garments developed and into the stores.

- The British fashion industry is not supported by the

government… fashion is not viewed as a merit good.

E

- Current recession in the U.K. means that the amount of disposable income available to consumers has been reduced significantly, causing consumers to control spending. So despite the amount of PR given to a company the lack of affordability will still impact on the consumer’s decision to shop.

- An increase in interest rates can also impact on Miss Selfridge, as the business may need to borrow money to fund the PR campaign.

P


3.0...Questionnaire - Miss Selfridge Brand perception and consumer research.

For the final assessment in my Focus on Fashion unit to my degree I have been set the task to

put myself into the position of a PR account executive and take responsibility for planning a

six month PR campaign for a new or existing client.

Having chosen Miss Selfridge as my client and I aim to “Raise the profile of the brand”.

Therefore I would appreciate it if you would participate in this short question as part of my

brand and consumer research, to enable me to further establish how the brand is perceived by

both it’s primary and secondary public, and how popular the brand is amongst the consumers

of the fashion retail market.

Please be honest and you are being a great help by participating….

Thank you!!! Xxxxxxxx


The Questionnaire:

Question 1… How old are you?

Question 2… Do you shop at Miss Selfridge?

Question 3… How often do you shop at Miss Selfridge? And how long have you shopped

there for?

Question 4… How did you find out about the Brand?

Question 5… In one sentence sum up your opinion of Miss Selfridge.

Question 6… What do you most associate with the brand? E.g. Quality, Affordability

Question 7… What do you like about Miss Selfridge and why?

Question 8… How would you rate the product range available in Miss Selfridge? From the

options below…

Poor Satisfactory Good

Very good Excellent

Question 9… What products do you buy from Miss Selfridge?


Question 10… What do you think the brands strongest attribute is?

Question 11… How competitive do think Miss Selfridge is against other high- street fashion

stores?

Question 12… Do you think Miss Selfridge advertises and promotes its brand well?


3.1...Questionnaire results

Having chosen Miss Selfridge as the client to the six month PR campaign the aim of this

questionnaire was to determine the general public’s opinion surrounding the brand, and

whether or a not a PR campaign “To raise the profile and improve brand perception of the

high-street fashion brand Miss Selfridge amongst it’s females target market of 18-24 year”

was viable.

The questionnaire was conducted on a large group of people with the general consensus

amongst those that participated in the questionnaire being negative or passive towards the

brand.

In percentages:

45% of participants appeared as a Latent public.

30% of participants appeared as an aware public

25% of participants appeared as an active public

0% of participants appeared as a non-public

Overall the questionnaire didn’t provide a positive view of the Miss Selfridge brand with

many of the participants claiming that they feel the brand has become lost in a crowded

market place; becoming confused by whom it’s target consumer is.

Therefore this PR campaign will concentrate on the task of realigning the brand and

recapturing its target market of feminine and stylish, individual and self-assured customers

aged 18-24.


4.0… The PR Company.

Fashion brand Miss Selfridge is owned by high-street giants Arcadia Group Limited, the

company consists of an established PR team, who are responsible for generating positive

exposure amongst the Arcadia brands in the fashion pages of the national and regional

press and in the fashion 'glossies'. However for this campaign the client Miss Selfridge will

be employing an external PR agency to establish a detailed six month campaign that will

reach the aim’s and objectives of the client through raising awareness of the high street

fashion brand.

4.1... Boudoir PR. Specialising in all things beautiful.

Miss Selfridge will employ London based PR agency Boudoir PR to develop and conduct the

campaign. Boudoir PR is a press agency specialised and experienced in fashion PR, health PR,

beauty PR, E-tailer PR, retail PR, restaurant and lifestyle PR across all media. Established by

co-Founders Sally-Anne Shrimpton and Tavy Cussinel in 2003, the PR agency claims to

provide a high level of day-to-day and strategic public relations for all of its clients.

Our team at Boudoir PR agency represents brands within the UK and Internationally. The

highly skilled PR team is constantly liaising with strong contacts that stretch across every

sector of the media, luxury glossies to the celebrity tabloids, including journalists, style

writers, columnists and stylists within fashion, health and beauty, restaurant, food, retails,

features and lifestyle to finance and business. Our relationships with the media are at every

level including; assistants, editors, freelancers, advertising managers and publishers.


Boudoir PR has a committed and pro-active specialist PR account team that provides a

personalised, hands-on service. Having been involved with Fashion brands bunny hug,

Missguided, Treasurebox, Delicious Couture and many more, Boudoir PR has established a

strong profile of contacts to benefit the Miss Selfridge campaign.

We understand that every brand appeals to a different demographic and follows a different

strategic approach to market and therefore needs strategic PR campaign targeting the pages

of a variety of publications. Boudoir PR specialises in creating bespoke PR packages tailored

to suit varying budgets.

Boudoir PR. www.boudoir-pr.com

4.2... Contacts

Boudoir PR contacts are not limited, understanding that the success of a PR campaign is

dependent on their clients receiving maximum exposure across all industry sectors of the

media including, TV, radio, online and most importantly among the fashion magazines of

varying markets.

4.3... Clients

Boudoir PR has provided an extensive collection of fashion brands with a wide range of PR

services, the success of these brands including missguided.com and Treasurebox is evidence

to show new client Miss Selfridge that the PR services being adopted by Boudoir PR have the

ability to achieve the clients objective to raise the profile of the high street fashion brand.


4.4...The Boudoir PR team

The specialist team at Boudoir PR combined share over 25 years experience in the health,

beauty and fashion PR industry. The team is made up of nine females consisting of the two

Boudoir PR co-founders, the head of fashion, beauty account manager, health and beauty

account executive, junior fashion account manager, fashion account executive, health and

beauty senior account executive and the press assistant.

As Boudoir PR’S latest client that is Miss Selfridge is a specialized brand in the fashion

industry, it will be Boudoir PR’s specialised fashion team that will be responsible for the

organising, monitoring and running of the six month campaign aimed at raising the

awareness and improving brand perception of the high street fashion chain.

Meet the campaign team:

(Me) Nathalie Dawe – Boudoir fashion PR executive

Tavy Cussinel – Boudoir PR Co-founder

Holly Godden – Head of fashion

Laura Blair – Junior fashion account manager

Kate George – Fashion account executive

Kate Williams – Press assistant

Our head of fashion at Boudoir PR Holly Godden will be responsible for the planning,

delegation and event management of the Miss Selfridge PR campaign. All PR proposals will

be checked and verified by the Boudoir PR Co-founders Sally-Anne Shrimpton and Tavy

Cussinel. Holly Godden, head of fashion will be responsible for ensuring all proposals are


followed through and events are managed and carried out successfully each month to

achieve the aims and objectives of the campaign.


Portfolio of Boudoir PR Published Press and contacts


http://www.boudoir-pr.com/images/Press/newspapers/National/Large/Treasure Box Daily Mail 22 Aug 05.jpg

http://www.boudoir-pr.com/images/Press/newspapers/National/Large/KRSC The Guardian 25 July 06.jpg

http://www.boudoir-pr.com/images/Press/newspapers/National/Large/KRSCTimes8.8.050419.jpg

http://www.boudoir-pr.com/images/Press/newspapers/National/Large/Monochrome Celebs On Sunday 30 07 06.jpg

http://www.boudoir-pr.com/images/Press/newspapers/National/Large/Treasurebox The Independent 22 June 2006.jpg


Portfolio of Boudoir PR Fashion Clients past and present.


Boudoir PBoudoir PR. Specialising In All Things


5.0...Mission Statement

“To raise the profile and improve brand perception of the high-street fashion

brand Miss Selfridge amongst it’s female target market of 18-24 years”

The mission statement determines our aim exactly at Boudoir PR for the fashion brand Miss

Selfridge. The high street fashion store despite having grown to have independent outlets

across the country after star ting out as the young fashion department within London’s

Selfridges store has become lost in the crowded and competitive market place that the

British high-street has become.

It is therefore a crucial time for Miss Selfridge to team up with Boudoir PR to launch a PR

campaign, to remind it’s female target market of 18-24 years that the brand is specifically

tailored to there demographic in terms of style, interest and income Having become a

brand which isn’t widely talked about amongst consumers or within the press unlike

competitors such as Topshop which has become dominant of the British high-street or River

Island for example that runs it’s graduate fashion week scheme, the consumer has

developed either an non-existent or negative view of the brand, where it seems the attitude

amongst 18-24 year old females is to dismiss the brand in favour of visiting and purchasing

to the more talked about fashion brands on the high-street.

It is therefore the aim’ of Boudoir PR to change the attitude and behaviour of Miss

Selfridges target market of females aged 18-24 raising the profile and awareness of what

the brand contributes to the market and encourage the target demographic to acknowledge

Miss Selfridge with an improved perception about the brand.


6.1... Client Aims

The client aims will identify exactly what Miss Selfridge wants to gain from the PR campaign

The client aims are to...

Raise the profile of the brand amongst its target market of females aged 18-24 years.

Improve the perception the brand amongst its target market of females aged 18-24

Improve the popularity of the brand in the fashion retail market

6.2... Client Objectives

Increase the amount of press coverage given to the brand.

Increase the amount of females aged 18-24 years visiting the store

Improve the overall target public’s perception of brand Miss Selfridge

Generate a positive opinion of brand Miss Selfridge brand amongst the fashion and

lifestyle press

Work on building a strong relationship between the Miss Selfridge brand and the

press.


7.0... PR Aims

Our aims at Boudoir PR for this campaign will identify the direction in which progress is to

be made.

The aims are to...

Raise the profile of high street fashion brand Miss Selfridge.

Improve the public’s perception of the high street fashion brand.

7.1... PR Objectives

Our objectives at Boudoir PR for this campaign will identify the specific points that are to be

reached in order to achieve the aims of the campaign. The objectives will be set as

measurable targets to monitor the success of the campaign.

The primary objective...

“TO RAISE THE PROFILE AND IMPROVE BRAND PERCEPTION OF THE

HIGHSTREET FASHION BRAND MISS SELFRIDGE AMONGST IT’S FEMALE TARGET MARKET OF 18-24 YEARS”

The PR Campaign objectives are to...

Raise the profile of the high street fashion brand amongst females aged 18-24 years.

Produce a Media Kit and send out to major fashion and lifestyle publications by the

month ending October 2010.

Hold press days within October 2010, and March 2011 of the PR Campaign

Secure at least 4 editorials in Company, Look, Glamour and Cosmopolitan by the end

of October 2010.


Secure placement at Decembers The Clothes Show Live by the end of October 2010

Secure editorial of Miss Selfridge at The Clotheshow Live by month ending December

2010.

Ensure positive editorial coverage of Miss Selfridge is being received within the first

8 weeks of the campaign.

Organize and hold Student style night event at Miss Selfridge flagship store.

Increase the number of females aged 18-24 visiting the store by 20% by the end of

2010.

Increase the number of Miss Selfridge consumers who subscribe to their online blog

feed b y 50%.

Increase the number of Miss Selfridge’s customers that are signed up to the

newsletter by 50%

Increase the amount of followers on twitter and face book by 50%

Increase the amount of Miss Selfridge’s target consumer of females aged 18-24 years

visiting Miss Selfridge online and purchasing from the website.

Obtain placement at fashions most prestigious event London Fashion week 2011, by

the end of 2010.

Obtain Alexa Chung, Gok Wan and Girls Aloud as a celebrity endorsement the

campaign, as host of the student style night catwalk show.

Work in association with Company magazine for New Year style resolution event

Get nominated/ compete for the high-street retailer of the year award

Gain feedback from the Miss Selfridge brand demographic of females aged 18-24

years during each month of the campaign.


7.2... Output objectives

The output objectives will identify the activities that need to take place, alongside the work

that needs to be produced and distributed to gain coverage in the media.

The output objectives are to...

Produce a media kit by and send to press month beginning October 2010.

Produce invitations to invite press to the Winter Dressing seasonal press day.

Produce and send press release to Company and LOOK magazine to inform target

publics of student style night and gain coverage the event.

Meet with graphic design consultant to design and produce POS (Point of Service)

material.

Inform News broadcast of events at the Miss Selfridge flagship store

Produce and send press release to Company, Glamour and LOOK magazine to gain

coverage and inform target publics of Miss Selfridge at The Clotheshow Live.

Meet with Vogue editor to secure print media feature/editorial on Miss Selfridge at

London Fashion Week.


7.3... Impact Objectives

The impact objectives will identify the effect expected from the PR activities on the target

market and various publics, such as the press and stakeholders.

The impact objectives will be organised into 3 types of impact...

1. Informational impact

2. Attitudinal impact and

3. Behavioural impact

... Informational objectives

The informational impact objectives will concentrate on message exposure, comprehension

and retention.

The informational impact objectives are to...

Inform more of Miss Selfridge’s target market of females aged 18-24 about the

brand.

Create a better understanding of the fashion brand amongst its target market of

females ages 18-24.

To produce a news letter that informs Miss Selfridges target market of up and

coming events, promotions, new fashion lines, etc.

... Attitudinal objectives

The attitudinal impact objectives will aim at modifying the existing attitudes of the target

market and the press towards Miss Selfridge to form a better brand perception

The attitudinal impact objectives are to...

To change any negative existing attitudes towards the brand.


... Behavioural objectives

The behavioural impact objectives will aim at modifying the behaviour of Miss Selfridges

current target market of females aged 18-24 years. However it is the behavioural objectives

that are the most difficult to achieve, despite gaining press attention, it is hard to change

the existing behaviours amongst the public.

The behavioural objectives are to...

To increase the number of Miss Selfridges target market of females aged 18-24 years

visiting the store each month.

To generate maximum press attention


8.0… The PR strategy

The formation of a PR strategy will help…

Plan the campaign to raise the Brand awareness of high street fashion store Miss

Selfridge.

Define who the campaign is aimed at, and that target publics.

Indicate what needs to be done and why?

Help manage expectations and achieve measurable results.


9.0... Identify publics

The most obvious group of publics to the Miss Selfridge brand is the consumer... a typical

female aged 18-24 whose interests lie in fashion and more favourable fashion that they can

afford. For example: the high – street. The goal of the PR campaign is future orientated, to

help achieve the goal of building and maintaining a positive perception of the Miss Selfridge

brand in the mind of its publics, being those groups whose members have a common

interest or value in the brand.

The relationship between an organization and its publics can determine both positive and

negative PR being generated. Therefore it is important that the Miss Selfridge brand

develops a good relationship with its publics …

- Their customers

- The general public

- The government

- Their Shareholders

- Their Competitors

- Their Suppliers

- The media and

- Their employees

To ensure effective communication is made with each of these publics to achieve the goal of

building and maintaining a positive perception of the Miss Selfridge brand it is important to

identify the type of public, so the right PR strategies and tactics can be implemented by the

campaign to filter these publics. The types of publics to be considered are…

- Traditional and non-traditional publics

- Latent, aware and active publics

- Intervening publics

- Primary, secondary and tertiary publics

- Internal and external publics

- Domestic and international publics


9.1… Target publics

The target publics of the campaign are identified as primary, secondary and tertiary.

Development of a strategy to address each of these publics will ensure Boudoir PR’s primary

objective to “TO RAISE THE PROFILE AND IMPROVE BAND PERCEPTION OF THE HIGH

STREET FASHION BRAND MISS SELFRIDGE AMONGST ITS FEMALE TARGET MARKET OF 18-

24 YEARS” is met.

… Primary Publics

The Primary public identifies the audience that the PR campaign is specifically aimed at and

the group of consumers whose behaviour the campaign is intending to change.

Identification of the primary public will allow promotion for events and the featuring of PR

in magazines that targets the intended demographic, of the Miss Selfridge brand, to be

achieved.

The primary public of this campaign is…

Females aged 18-24 years.

- Predominantly students, with a relatively low income.

… Secondary Publics

Secondary publics identify those who can provide a voice to the campaign and influence the

primary publics of the campaign. Continuous contact will be met with the Miss Selfridge

brands secondary public’s of journalists, and the industry through press conferences, Media

kits, press packs and press releases.

The secondary publics of this campaign are…

The print media

- Fashion and lifestyle magazines

The broadcast media


… Tertiary Publics

By establishing contact with the tertiary publics throughout the campaign direct mail can be

sent to the already existing subscribers of the Miss Selfridge brand, ensuring customer

loyalty amongst Miss Selfridges existing cliental is achieved alongside the objectives of the

campaign. Through targeting the Tertiary public of Miss Selfridge’s existing cliental feedback

and contact details can be obtained by existing customers completing customer feedback

and comment cards both in store and online. By building a Database of contacts the Miss

Selfridge brand can ensure both new and existing cliental are informed of up and coming

events, promotions, and brand knowledge while ensuring the brand generates enough

interest amongst its target market.

The tertiary publics of this campaign are…

The Miss Selfridge brands existing cliental


9.2…Latent, aware and active publics

The situational theory of publics defines that publics can be identified and classified in the

context to which they are aware of the problem and the extent to which they do something

about the problem.

A latent public to the Miss Selfridge brand knows of the brands existence but fails to visit

the store while shopping on the high-street. An active public to the Miss Selfridge brand is

aware of the store and will go in to browse what the brand has to offer but very rarely

purchases from the store for reasons unknown, the consumer could feel they may get

something better or for a better price from one of the brands competitors such as River

Island or Topshop or they may just not see anything they wish to purchase. Having

conducted a questionnaire to define the awareness of the brands publics it was difficult to

come across a non-public; an individual you had not even heard of the Miss Selfridge brand.

The results of the questionnaire showed that Boudoir PR’S campaign aim to “To raise the

profile and improve brand perception of the high street fashion brand Miss Selfridge

amongst it’s female target market of 18 – 24 years” is viable, as 45% of those who

participated in the questionnaire and appeared as a Latent public claimed “i never really

shop there “, 30% of those who participated in the questionnaire and appeared as an aware

public claimed “i would rather go somewhere else like Topshop”, while only 25% of those

that participated in the questionnaire and appeared as an aware public claimed they

“always shop there “.


9.3... The Campaign tactics

The campaign tactics identify how the campaign strategies will be put into action to achieve

the stated objectives. Methods of communication will be incorporated into the campaign

tactics to achieve the key messages of the campaign being received and acted upon by the

primary and secondary target publics.

The objective...

- To produce a Media Kit and send it out to the editors of major fashion and lifestyle

publications.

The tactics...

- Work with the Miss Selfridge team to decide what will go into the media kit for the

brand

- Establish a contacts list to determine who the media kit will be sent to.

- Design and produce the media kit.

- Distribute the media kit to x, y and z magazines

The objective...

- Secure 5 print stories in major print media publications within the next 6 months

The tactics...

If Boudoir PR can secure 5 print stories in major publications throughout the duration of this

campaign, it will benefit both the Miss Selfridge brand and our company.

- Send press releases to various major fashion and lifestyle publications

- Establish contacts list so the press releases can be sent out as soon as they are ready.

The objective...

- Gain exposure for the Miss Selfridge brand in x, y and z magazine by week 12 (month

three) of the campaign.


The tactics...

- Send key season pieces to the fashion editors of x, y and z magazine.

- Establish contact list so we know exactly where each item is going to.

(LIST EACH OBJECTIVE... AND THE TACTICS FOLLOW IN HOW IT WILL BE ACHIEVED)

Keep press releases on file so they can be posted on your web site or used as part of an online

newsletter.


10.0... Six month planning schedule

“To raise the profile and improve brand perception of the high street fashion brand Miss

Selfridge amongst it’s female target market of 18-24 years”


10.1... Six month planning schedule

Boudoir PR will run the Campaign from October 2010 until the end of March 2011,

launching the 6 month campaign in October allows for PR activities to take place at

prestigious fashion events including Birmingham’s Clothes show live in December 2010 and

London fashion week in February 2011.


11.0... Month One

October 2010.


11.1...Month one

Boudoir PR will launch the Miss Selfridge PR campaign to “raise the profile and improve

brand perception of the high-street fashion brand Miss Selfridge amongst its female target

market of 18-24 years” on 1st October 2010. This will be the first month of the campaign and

the most crucial to the planning that is essential to GET PEOPLE TALKING, about the brand;

MISS SELFRIDGE.

Each month the AIMS of the campaign will be the same and the OBJECTIVES will identify the

specific points that are to be reached in order to achieve six months of successful PR

activity.

1.2...Objectives for month one;

Objectives to be achieved by The Boudoir PR team month ending October 2010.

Ensure the press are provided with a media kit at the BEGINNING of the campaign

-The Media Kit will act as the editor’s first introduction to the client. It is indefinite that

the publication will be aware of the Miss Selfridge brand. By providing the publication

with a media kit the editor will have all the essential background information they need

to keep on file about Miss Selfridge and the market intentions of the brand.

Organize and hold seasonal winter dressing press day at Miss Selfridge HQ.

Get the press and consumers talking about the brand Miss Selfridge.

Secure at least 4 editorial’s amongst fashion and lifestyle magazines, Company,

LOOK, Glamour and Cosmopolitan aimed at 18-24 year females.

Secure placement at The Clotheshow Live.

Gain press attention and consumer interest in Novembers up and coming student

style night at Miss Selfridge flagship store.

Meet with graphic designer to begin with designs for POS material development.


1.3...Tasks for month one;

Each task develops from the Gantt chart for month beginning 01st October 2010 and ending

28th October 2010.

For example: A developed point of item 1 in the Gantt chart will be listed as task one.

Task 1: Meet with and brief PR team of the aims and objectives of the campaign for month

beginning 1st October 2010. It is important that each individual involved in the campaign is

aware of what is happening and what needs to happen during October to ensure the

campaign is successful. Any uncertainties amongst individuals are to be shared with the

head of the campaign.

Task 2 & 3: Produce and send out Media Kit. This will provide the editors with all the

necessary information they may need to be able to produce effective PR for the Miss

Selfridge brand.

Task 4: Produce the in store and online newsletter. This will be placed at POS across Miss

Selfridge stores and sent by post and email to the existing subscriber’s to the Miss Selfridge

informative mailing service.

Task 5: Planning for seasonal press day (Autumn/Winter 10’ dressing press day) it is crucial

to start planning for this event at the beginning of October to ensure it is able to take place

early enough for the press to attend before they begin coverage in magazines for

Autumn/winter fashion right now!

Task 6: Contact press; Editor, Fashion editor and Miss V of Vogue magazine, editor and

fashion editors of Company, LOOK, More!, Sunday times style, Glamour and Cosmopolitan.

Task 7: Contact Company magazines fashion editor to arrange lunch meeting on 13th

October 2010

Task 8: Book The Powderpuff girls London for Miss Selfridge seasonal press day event

Task 9: Contact Sweet&Chilli to book bar and cocktail service for press day event.


Task 10: Contact Council to acquire license to serve cocktails and champagne at press day

event. It is important that permissions to give away alcohol at the event are acquired to

avoid v breaking the law and receiving a fine.

Task 11: See appointments for month beginning 01st October 2010.

Task 12: Contact Alexa Chung’s agent to book her to make an appearance and present

student style night at Miss Selfridge’s flagship store.

Task 13: Send out Media kit to editors of Vogue UK, Elle UK, Company, LOOK, Glamour,

More, Sunday times style, Cosmopolitan.

Task 14: Lunch with Company magazines fashion editor to discuss “what’s new” this month

to the Miss Selfridge collection and up and coming events at Miss Selfridge.


Task 16: Make application to Birmingham’s The Clotheshow Live for a stand at the event.

Task 17: Allocate tasks to PR team for November’s student style night.

Task 18: Contact Storm modelling agency to book catwalk models for student style night,

fashion show in London’s flagship Miss Selfridge store on 10th November 2010.

Task 19: Send out press release to Company and Look magazine to gain coverage and inform

target publics of student style night.

Task 20: Ensure all preparations are complete for Miss Selfridge winter dressing press day.



Task 23: Contact company fashion editor (monthly) and LOOK magazine fashion editor

(Weekly).


Task 25: Conduct progress review of campaign month (1) ending October 2010.


Task 26:Contact client (Miss Selfridge) to arrange progress meeting.

1.4...Appointments for month one;

Appointments listed in the Gantt chart for month beginning 01st October 2010.

Meeting with Boudoir PR team

Date: 4th October 2010

Place: Boudoir PR offices, 7 Carlisle Street, London W1D 3BW

Time: 12:00

Brief: A meeting will be held with all the team members at Boudoir PR to discuss the mission

statement for the Miss Selfridge PR campaign. The meeting will brief the PR team with the

aims and objectives of Miss Selfridge and an open discussion will be held to make

suggestions on how the campaign can be made successful.

Meeting with flagship store manager


Place: Miss Selfridge flagship store

Time: 11:00

Brief: A meeting will be held with the manager of the Miss Selfridge flagship store, to

discuss the proposal of a student style night. The meeting will introduce the store to

Boudoir PR’s thought-out strategies to raise the profile of the brand and improve brand

perception.

Lunch with Company fashion editor


Place: Thistle Bloomsbury Park hotel

Time: 12:30


Brief: Each month it is important to Boudoir PR to meet with a range of different editors to

talk brand Miss Selfridge and introduce them to “what’s new” in October to the Miss

Selfridge collection. This month Boudoir PR will be meeting with Company to discuss new

clothing lines and trends coming into the store, and the press day event that will be taking

place on 26th of the month. By liaising with editors on a regular basis a strong relationship

can be formed with the press improving the likeliness of the brand being recognised or

featured as an editorial in the print media.

Meeting with Graphic Designer


Place: Four-letter word design consultants, Signet House, 49-51 Farringdon Road, London

EC1M 3JP

Time: 14:00

Brief: A meeting will be held with a design consultant from four-letter word design to

discuss the Miss Selfridge brand and the student style night event that requires materials

from the company to both inform consumers of the event and provide display features at

the event.

Briefing with Boudoir PR Press day event team


Place: Boudoir PR, 7 Carlisle Street, London W1D 3BW

Time: 09:00 and 14:00

Brief: A meeting with the Boudoir PR press day event team will take place early morning on

the event day to ensure all team members are informed of the event schedule, and

preparations that still need to take place before the arrival of the guests/press to the event.

A second meeting will be held throughout the day to discuss how the press are reacting to

the autumn/winter 10’ collection, and how the event is progressing.




Place: Boudoir PR, 7 Carlisle Street, London, W1D 3BW

Time: 12:00

Brief: A meeting with the Boudoir PR press day event team will be held to discuss the

outcomes of the autumn/winter dressing press day event from the previous day. It is

important to reflect on previous events to establish how successful they may have been,

and if not why was there success prevented.

End of month progress meeting with Boudoir PR team



Time: 14:00

Brief: Meeting to discuss the outcomes of the campaign within its first month of launching.

The meeting will focus on the current, strengths and weaknesses of the campaign, the

target public’s current reactions to the campaign, and an open discussion will be conducted

to develop ideas to improve the strength of the campaign.


12.0...Month two

November 2010


12.1...Month two

Having successfully launched the campaign the beginning of October and having achieved

both positive press coverage and positive feedback from the press day, Boudoir PR aims for

the second month of the campaign are to progress with the current success of getting

people talking about Miss Selfridge with a greater focus on raising awareness of the brand

amongst females aged 18-24 years.

12.2...Objectives for month two:

To secure news broadcast featuring the Miss Selfridge brand and in store event at

the London based flagship store.

Two secure at least two features in fashion and lifestyle magazines Company

(Monthly) and Look (Britain’s best selling fashion weekly).

Begin to gain consumer feedback from the Miss Selfridge target market of 18-24

years.

Secure a position at the prestigious fashion event The Clotheshow Live

Obtain Alexa Chung and Gok Wan and girls aloud to participate and attend in the

student style night event at the Miss Selfridge flagship store.

Organize and hold the first Miss Selfridge in store student style night at the London

based flagship store.


12.3... Tasks for month two:

Each task develops from the Gantt chart for month beginning 01st November 2010.

Task 1: Contact local and national broadcast press, to inform them of the student style night

PR event taking place at the Miss Selfridge London based flagship store on 17th November

2010. By inviting the local and national broadcast press, brand Miss Selfridge will receive

exposure on the local and national news, reaching both the existing and new market to the

brand.

Task 2: See appointments for month beginning November 2010.

Task3: See appointments for month beginning November 2010.

Task 4: Inform the local and national news broadcasting press of student style night

Task 5 & 6: Contact fashion editor of monthly fashion and lifestyle magazine Company, and

fashion editor of weekly fashion magazine look to give both publications exclusive access

both at the student style night and backstage. This will gain the event maximum coverage.

Task 7: Contact The Clotheshow live to confirm permissions to hold a stand there have been

granted.

Task 8: Send out press release to Company, glamour and look magazine to gain coverage of

Miss Selfridge at The Clotheshow Live for the first time.

Task9: Ensure all POS materials have been delivered and are available in stores nationwide.

Task 10: Meet with Miss Selfridge design team to design uniforms for clotheshow live event

Task 11: Contact Hilton Birmingham Metropole hotel and book accommodation from 2nd-9th

December 2010, during the clothes show live.

Task 12: Contact express rent travel company for car hire and book transport from 2nd-9th

December 2010, to travel from London to Birmingham.

Task 13: Contact both press and celebrity agents for the second time to confirm their

attendance at the student style night event on 17th November 2010.


Task 14: See appointments for month beginning November 2010

Task 15: Conduct a rehearsal for flagship store student style night event on 16th October

2010 (the evening before the event)

Task 16: Deliver all student style night event materials to the Miss Selfridge flagship store

venue.


Task 18: Ensure event team members each have a copy of the event schedule and

understand how the day is going to be run.



Task 21: Ensure POS customer Christmas wish list flyers are in stores nationwide



Task 24: Review progress of the PR campaign up until the month ending November 2010.

Task 25: Arrange meeting with the client (Miss Selfridge) to discuss the progress of the PR

campaign, during the second month from the campaign launch date.


12.4...Appointments for month two:

Appointments listed in the Gantt chart for month beginning 01st November 2010.


Date: 1st November 2010


Time: 12:00

Brief: A meeting will be held with all the team members at Boudoir PR to discuss the

schedule for the second month of the campaign. The meeting will brief the PR team with

the aims and objectives to be achieved during the second month and an open discussion will

be held to make suggestions on how the campaign can be made successful.

Progress meeting with Client (Miss Selfridge)

Date: 2nd November 2010

Place: Miss Selfridge Head Office

Time: 12:00

Brief: A meeting will be held with the client - brand Miss Selfridge to discuss how the

campaign has progressed during the first month since the launch date and what has been

achieved so far. The meeting will also provide the chance for Boudoir PR to introduce our

client to the objectives of the second month of the campaign, and what PR achievements

are expected to be made during this month.

Meeting with Four letter word graphic designer

Date: 3rd November 2010

Place: four-letter word design consultants, Signet House, 49-51 Farringdon Road, London,

EC1M 3JP

Time: 11:30


Brief: A meeting will be held with the four letter word design consultant that has been

working on designs to produce POS comment cards, flyers and wall hangings for student

style night. The aim of this meeting is to select the final designs so they can be sent to

printing, and be in stores nationwide by week beginning 8th November 2010.

Meeting with Miss Selfridge design team

Date: 9th November 2010

Place: Miss Selfridge Head office

Time: 10:00

Brief: A meeting will be held with the Miss Selfridge design team to design the uniforms to

be worn by the Miss Selfridge event team at the clothes show live event beginning 3rd

December 2010.

Meeting with four-letter word graphic design consultant



EC1M 3JP

Time: 11:30

Brief: After previously working with four-letter word design consultants during this

campaign Boudoir PR have decided to work with them throughout the campaign for pos and

events material development. Within this meeting Boudoir PR will provide the design

consultant with a brief for POS materials, flyers and wall posters for the clothe show live

event.

Meeting with flagship store team

Date:15th November 2010

Place: Miss Selfridge Flagship store London

Time: 17:00


Brief: A meeting will be held at the Miss Selfridge flagship store to discuss the schedule for

the student style night event on the 17th November 2010.

Rehearsal meeting with flagship store team


Place: Miss Selfridge flagship store, London

Time: 17:00 – 21:00

Brief: The rehearsal meeting will allow Boudoir PR and the flagship store team to

understand their roles during the event and to ask any questions they may have about the

event, numbers expected to attend and preparations that need to be made during the

following day before the event commences in the evening.

Meeting with flagship store team


Place: Miss Selfridge flagship store, London

Time: 12:00

Brief: A meeting with the Miss Selfridge flagship store team will be held to discuss the

outcomes of the campaign, and its success. A discussion will be held to allow the Miss

Selfridge store team the chance to express their views about the event, and how they felt

customers reacted to it.


Date:19th November 2010

Time:12:00



Brief: A meeting with the Boudoir PR team will be held to discuss the outcomes of the

student style night event that that took place at the Miss Selfridge flagship store. The

meeting will allow the PR team discuss how guests felt about the event, and what worked

well and dint work well within the event.

Meeting with Miss Selfridge buyers

Date: 23rd November 2010

Time: 13:00

Place: Miss Selfridge Head office

Brief: A meeting will be held between our Boudoir PR team and the Miss Selfridge Buying

team to discuss the merchandise that should be made available to consumers at The Clothes

show Live event.




Time: 14:00

Brief: Meeting to discuss the outcomes of the campaign within its second month of

launching. The meeting will focus on the current, strengths and weaknesses of the

campaign, the target public’s current reactions to the campaign, and an open discussion will

be conducted with particular focus on the success of the student style night event held at

the Miss Selfridge flagship store in London. Ideas to improve the strength of the campaign,

will also be welcomed by the meeting.


Month three

December 2010


13.0...Month three

During December it is important to Boudoir PR to embrace the Christmas period, by

ensuring the PR activity focuses on the consumer’s attitudes towards the festive season. PR

activity this month will be dominated by the clothes show live event in Birmingham and

planning towards Januarys PR events.

13.1...Objectives for month three

Successfully raise awareness brand perception amongst the press and customers at

the clothe show live.

Secure editorial of Miss Selfridges first time at the clothes show live, before and after

the event

Secure editorial on Miss Selfridge’s exclusive Christmas line with fashion weekly

LOOK magazine

Work in association with female fashion and lifestyle publication Company

magazine.


13.2...Tasks for month three:

Each task develops from the Gantt Chart for month beginning 01st December 2010

Task1: See Appointments for month beginning December 2010

Task 2: See Appointments for month beginning December 2010

Task 3: Provide each team member with event programme for the clotheshow live and

there uniform for the event.

Task 4: Ensure all event materials have been delivered to the Boudoir PR office.

Task 5: November progress meeting with Miss Selfridge

Task6: Contact LOOK magazine editor to discuss Miss Selfridges Christmas lines and trends

in store.

Task7: Conduct final briefing with PR team for the clotheshow live event.

Task 8: See appointments for month beginning December 2010


Tasks 10-21 highlight the days that Boudoir PR will be working at The Clotheshow Live

event in Birmingham... please see the event schedule for more information.

Task 22: Contact Company’s fashion editor to propose New Year’s style resolution event in

association with the magazine.

Task23: Arrange meeting with Miss Selfridge London flagship store manager to discuss New

Year style resolution event in association with Company magazine.



Task 26: Review progress of campaign month (3) ending December 2010

Task 27: Contact Client (Miss Selfridge) to arrange progress meeting.


13.3...Appointments for month three:

Appointments listed in the Gantt chart for month beginning 01st December 2010.


Date: 1st December 2010


Time: 12:00


schedule for the third month of the campaign. The meeting will brief the PR team with the

aims and objectives to be achieved during the third month and an open discussion will be

held to make suggestions on how the campaign can be made successful.


Date: 2nd December 2010


Time: 12:00


campaign has progressed during the first month since the launch date and what has been


client to the objectives of the second month of the campaign, and what PR achievements

are expected to be made during this month.

Event Briefing with Boudoir PR team

Date: 2nd December 2010


Time: 20:00


Brief: A meeting will be held amongst the Boudoir PR team to discuss the arrangements for

the following six days of the clothes show live the meeting will verify the roles of each team

member throughout the event, and ensure all preparations are in place to launch the event

successfully.

Lunch meeting with LOOK magazine editor

Date:3rd December 2010

Place: Thistle Bloomsbury Park Hotel

Time:13:00

Brief: This meeting will focus on Miss Selfridge’s seasonal ranges and trends available in

store, as LOOK is a weekly magazine it will be good to gain editorial coverage from this

meeting before entering the New year, the meeting will also be a good opportunity to

discuss Miss Selfridges proposals and events for the New year.

Meeting with four letter word graphic design consultants

Date: 13th December 2010


EC1M 3JP

Time: 10:30

Brief: In this meeting a member of the Boudoir PR team will brief the design consultant of

the New Year’s style resolution event in association with Company magazine and inform

them that POS information cards need to be available in store from the beginning of January

2011, to ensure enough of the target public are aware of the event.


Date: 17th December 2009


Time: 14:00


Brief: Meeting to discuss the outcomes of the campaign within its third month of launching.


target public’s current reactions to the brands appearance at the clothes show live, and an

open discussion will be conducted to discuss possible events to continue the campaigns

success in the new year.


14.0...Month four

January 2011


14.1...Month four

The fourth month of the PR campaign takes us into a New Year, therefore it is important for

Miss Selfridge and Boudoir PR to embrace this. During January Miss Selfridge will be working

in association with Company magazine. This is a crucial PR activity for Miss Selfridge as the

event will be targeted at specifically the primary publics of the campaign. Company

magazines readership is fitting with the typical consumer of Miss Selfridge, therefore

working in association with the fashion and lifestyle magazine will help achieve the aims of

the campaign through raising the profile of the brand amongst its target market of females

aged 18-24 years.

14.2...Objectives for month four

Develop success of the PR campaign in 2010 into 2011.

Complete preparations for London fashion week and London fashion weekend

events in February.

Hold flagship store event in association with Company Magazine.

Secure an editorial feature for Februarys issue of Vogue magazine (Miss Selfridge at

London fashion week and weekend)

Secure editorial in company magazine after New Year Style Resolution event


14.3... Tasks for month four

Each task develops from the Gantt chart for month beginning 01st January 2011.


Task 1: See appointments for month beginning January 2011.

Task 2: Contact four letter word graphic design consultant to select final designs for new

year style resolution event materials and get them printed immediately.


Task 4: Contact fashion editor of Glamour magazine to arrange a meeting to discuss Miss

Selfridges current lines and fashion trends in store, while also informing the editor of up and

coming events that the fashion brand are involved in.

Task 5: Confirm application for the permission to PR through leaflet hand outs and

networking at London fashion week, and London fashion weekend has been granted.

Task 6: Arrange and book PR girls for London Fashion week and London fashion weekend.




Task 10: Contact competition winners from the competition for Miss Selfridge in association

with Company magazine to have exclusive V.I.P. treatment at News Years style resolution

Task 11: Contact regional and national news press to inform them of the week long New

Years style resolution event in association with Company magazine.

Task 12: Contact Vistaprint to get uniforms printed for New year style resolution printed.


Task 14: Ensure all the New Year style resolution event materials have been delivered to the

Boudoir PR office.


Task 15: Transport all event materials from the Boudoir PR office to the Miss Selfridge

Flagship store.

Task 16 -20 highlight the dates of the Miss Selfridge New Year style resolution PR event in

association with Company magazine. Please see the event programme for more

information

Task 21: Arrange meeting with four-letter word design consultants to discuss for London

fashion week PR materials.

Task 22: Meeting with flagship store team to discuss outcomes of the weeks event.

Task 23: Meeting with PR team and Company magazine to discuss outcomes of the weeks

event.

Task 24: Meet again with Miss Selfridge designers to design uniforms for LFW event

Task 25: See appointments for month beginning January 2011

Task 26: Review progress of campaign month (4) ending January 2011.

Task 27: Contact client (Miss Selfridge) to arrange progress meeting


14.3...Appointments for month four

Appointments listed in the Gantt chart for month beginning 01stJanuary 2011


Date: 3st January 2011


Time: 12:00


schedule for the fourth month of the campaign. The meeting will brief the PR team with the

aims and objectives to be achieved during the fourth month and an open discussion will be



Date: 4nd January 2011


Time: 12:00


campaign has progressed during the third month since the launch date and what has been


client to the objectives of the forth month of the campaign, and what PR achievements are

expected to be made during this month.

Meeting with Miss Selfridge Flagship store manager

Date: 06th January 2011


Time: 12:00

Brief: Meeting between Miss Selfridge store manager and Boudoir PR to discuss the up on

coming New Year style resolution event that will be taking place at the flagship store for one


week from 19th January 2011. The event will take place in association with Company

magazine.

Meeting with Miss Selfridge Designers



Time: 10:00


be worn by the New Year style resolution event team.

Meeting with Company’s fashion and beauty team


Place: Company Magazine Head Quarters

Time: 12:00

Brief: Within this meeting the New Year style resolution event will be discussed, task’s to

ensure the events runs efficiently will be assigned and service being provided by the fashion

and beauty team at company magazine will be discussed.

Lunch with Glamour magazines fashion editor



Time: 12:30

Brief: Boudoir PR will meet with Glamour magazine to introduce the editor to “what’s new”

in January to the lines and trends available in Miss Selfridge, to gain editorial coverage

during the coming month. The meeting will also provide the opportunity to provide glamour

magazine with the latest fashion from Miss Selfridge to feature in editorials and the fashion

pages of the magazine.


Meeting with flagship store manager


Time: 09:00


Brief: Post the New Year style resolution event a meeting to discuss the outcomes of the

event, to determine whether or not the campaign was a success amongst the brands

primary public, by discussing how consumers reacted to Company being at the flagship

store.

Meeting with PR team and Company Magazine


Time: 12:00

Place: Boudoir PR offices, 7 Carlisle Street, London, W1D 3BW

Brief: Feedback from the meeting with the Miss Selfridge flagship store manager will be

given to the PR team and Company magazines. The outcome of the event will also be

discussed long with how coverage is going to be given to the event by Company magazine.

Meeting with Miss Selfridge Designers



Time: 15:00


be worn by the London Fashion week Boudoir Pr team that will be Networking and handing

out PR materials at the prestigious fashion event.





Time: 14:00

Brief: Meeting to discuss the outcomes of the campaign within it’s forth month of

launching. The meeting will focus on the current, strengths and weaknesses of the

campaign, the target public’s current reactions to the campaign, and an open discussion will

be conducted with particular focus on the success of the New Year style resolution event

held at the Miss Selfridge flagship store in London. Ideas to improve the strength of the

campaign will also be welcomed by the meeting.


Month five

February 2011


15.0...Month five

During Month five of the Miss Selfridge PR Campaign, fashions most prestigious and talked

about event; London Fashion will launch on 15th February20s11. The event showcases and

provides a location for networking with the most talked about names in fashion and brands

on the high-street.

Until recently London Fashion week had little association with the high street, but as the

fashion available on the high-street has become stronger, it has also become more involved

with prestigious fashion events, helping to raise the profile of the high street store and

produce a brand identity. Therefore by getting The Miss Selfridge brand involved in London

fashion week, Boudoir PR are able to reach both the primary and secondary publics of the

brand, raising the profile of the high street brand and improving the perception of the brand

amongst it’s female target market of 18-24years.

15.1... Objectives for month five:

Raise the profile of the Miss Selfridge Brand through networking and PR activity at

London Fashion week.

Secure print media feature on Miss Selfridge at London Fashion week in Vogue

magazine.

Increase the amount of people signed up to the newsletter by 20% through

networking at London Fashion week.


15.2... Tasks for Month five:

Each task develops from the Gantt chart for the month beginning 01st February 2011


Task 1: See appointments for month beginning February 2011


Task 3: Arrange meeting with editor of Vogue magazine, to discuss Miss Selfridge’s first time

at London fashion week.

Task 4: Confirm PR team for London Fashion Week event

Task 5: Contact express rent to confirm transport for London fashion week event

Task 6: Contact Vistaprint to confirm PR teams uniforms have been printed for London

Fashion week and London Fashion Weekend vent.

Task 7: Contact Four letter word design consultant to confirm flyers for London Fashion

Week have been printed and are being delivered.

Task 8: Ensure all event materials have been delivered to Boudoir PR HQ for London Fashion

Week event.


Tasks 10-13 highlight the dates of London Fashion Week. Please see the event programme

for more information.


Task 15: Begin planning for S/S 11’ press day... this event will reflect the winter dressing

press day event hold at Miss Selfridges HQ in October 2010.

Task 16: Contact press; Editor, fashion editor and Miss V of Vogue magazine, editor and

fashion editors of Company, LOOK, More!, Sunday times style, Glamour and Cosmopolitan.

Task 17: Book Powderpuff girls from October 2010 press day event


Task 18: Book Sweet&Chilli from October 2010 press day for S/S11’ press day event.


Task 20-23 highlights the dates of London Fashion Weekend. Please see the event

programme for more information.


Task 25: Review progress of campaign month (5) ending February 2011

Task 26: Contact Client (Miss Selfridge) to arrange progress meeting.

15.3... Appointments for month five

Appointments listed in the Gantt chart for month beginning 01st February 2011.


Date: 1st February 2011


Time: 12:00


schedule for the fifth month of the campaign. The meeting will brief the PR team with the

aims and objectives to be achieved during the fifth month and an open discussion will be



Date: 2nd February 2011


Time: 12:00


campaign has progressed during the fourth month since the launch date and what has been



client to the objectives of the fifth month of the campaign, and what PR achievements are


Briefing with PR team before London Fashion Week event

Date: 11th February 2011


Time: 12:00

Brief: A meeting will be held with the PR team that will be working for Boudoir PR and the

Miss Selfridge campaign at London fashion week, the briefing will ensure all members of the

team understand the event schedule and aims of PR activity at the prestigious fashion

event.


Date: 21st February 2011


Time: 10:00

Brief: The meeting will discuss the outcomes of London Fashion week, consumer response

to our presents and PR activity at event, whether or not the event appears to have been a

success and whether or not the aims of Boudoir PR and Miss Selfridge were achieved by the

PR girls at the event.

Briefing with PR team before London Fashion Week event



Time: 12:00

Brief: A meeting will be held with the PR team that will be working for Boudoir PR and the

Miss Selfridge campaign at London fashion weekend, the briefing will ensure all members of


the team understand the event schedule and aims of PR activity at the prestigious fashion

event.




Time: 14:00

Brief: Meeting to discuss the outcomes of the campaign within it’s fifth month of launching.



for ideas on how to improve the strength of the campaign.


16.1...Month six

Having launched the campaign on the 1st October 2010, by the month ending March 2011,

our team at Boudoir PR will have run the campaign for six months, a significant amount of

time to have had an impact on the Miss Selfridge brand and reached the main objective of

the PR campaign “to raise the profile and improve brand perception of the high street

fashion brand Miss Selfridge amongst it’s female target market of 18-24 years”

Month Six of the campaign will include the final press day at Miss Selfridge HQ from

Boudoir PR, and continue to build a strong relationship with the fashion media securing

editorials across a wide range of fashion and lifestyle publications the Miss Selfridge target

market of 18-24 years.

16.2...Objectives for month six:

Hold Spring/Summer 2011 press day at Miss Selfridge HQ

Gain print media coverage from press attending Spring/Summer press day

Secure at least 2 editorial features in Company and look magazine.

Review the POS customer comment cards and compare to previous months

Overview of the six month PR campaign


16.3... Tasks for month six:

Each task develops from the Gantt chart for month beginning 01st March 2010.

For example: A developed point of item 1 in the Gantt chart will be listed as task one

Task 1: See appointments for month beginning 01st March 2for month beginning 2010

Task2: See appointments for month beginning 01st March 2010

Task 3: Contact press; Editor, Fashion editor and Miss V of Vogue magazine, editor and

fashion editors of company, LOOK, More!, Sunday times style, glamour and cosmopolitan.

Task 4: Ensure all preparations are complete for press day

Task 5: Contact company magazine editor to arrange lunch meeting

Task 6: See appointments for month beginning 01st March 2010


Task 8: Invite press and celebrities to Miss Selfridge flagship store for festival launch

Task 9: Confirm lunch meeting with Company editor

Task 10: Lunch meeting with Company editor

Task 11: Discuss Alexa Chungs new festival range for Miss Selfridge due to be available in the

shops form the end of June.

Task12: Full financial budget overview will look at expenditure of the PR campaign over the

last 6 months.

Task13: See appointments for month beginning 01st March 2010


Task 15: Review progress of campaign month (6) ending 01st March 2011

Task 16: Contact client (Miss Selfridge) to arrange progress meeting



16.4... Appointments for month six

Appointments listed in the Gantt chart for month beginning 01st October 2010


Date: 1st March 2011


Time: 12:00


schedule for the sixth month of the campaign. The meeting will brief the PR team with the

aims and objectives to be achieved during the sixth month and an open discussion will be



Date: 2nd March 2011


Time: 12:00


campaign has progressed during the fifth month since the launch date and what has been


client to the objectives of the final month of the campaign, and what PR achievements are


Meeting with PR Boudoir PR team

Date: 09th March 2011


Time: 10:30

Brief: A meeting will be held with the Boudoir PR team to discuss the outcomes of

yesterdays S/S 11’ press day at Miss Selfridge HQ. Comparisons will be made between this


press day and the first press day in October to establish how effective the event had been

after successfully achieving significant editorial and print media coverage in October.

Briefing with Boudoir PR Press day event team


Place: Boudoir PR, 7 Carlisle Street, London W1D 3BW

Time: 09:00 and 14:00

Brief: A meeting with the Boudoir PR press day event team will take place early morning on

the event day to ensure all team members are informed of the event schedule, and

preparations that still need to take place before the arrival of the guests/press to the event.

A second meeting will be held throughout the day to discuss how the press are reacting to

the Spring/Summer2011 collection, and how the event is progressing.

Lunch with Company fashion editor



Time: 12:30

Brief: Each month it is important to Boudoir PR to meet with a range of different editors to

talk brand Miss Selfridge and introduce them to “what’s new” in March to the Miss Selfridge

collection. This month Boudoir PR will be meeting with Company to discuss new clothing

lines and trends coming into the store, with particular focus on Alexa Chungs festival range

due to enter the store in June. liaising with editors on a regular basis a strong relationship

can be formed with the press improving the likeliness of the brand being recognised or

featured as an editorial in the print media.

Meeting with Laura to discuss budget



Time: 12:00


Brief: The meeting will access the expense of the six months PR Campaign that launched

from the month beginning 1st October 2010. Assessment of the budget will tell the team

whether or not they have overspent over the past six months.




Time: 14:00

Brief: Meeting to discuss the outcomes of the campaign within its fifth month of launching.



for ideas on how to improve the strength of the campaign.

Meeting with client – Overview of Six month PR Campaign



Time:10:00

Brief: This will be the final meeting with the client (Miss Selfridge). The campaign will be

discussed from its launch date from month beginning 1st October 2011 until the present

date, taking into consideration the campaign budget and successes and failures.

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