Larissa x WAH Nails PresentationPresentation Transcript
We are a young, ambitious agency who specialize
in consumer PR for fashion, sport and lifestyle
brands. Our down to earth, creative and results
driven approach is what sets us aside from our
It is our aim to be unique and refreshing. Our
approach to business is to add value and we
strive to offer unbeatable client service and
genuinely see ourselves as an extension of our
client’s team. The agency is staffed with a
friendly, knowledgeable and passionate team.
We are based in the heart of Shoreditch with our
office and showroom on Old Street. We want to get
you talked about and we’re here to disturb the
idea of traditional PR firms. We also make nice
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Larissa Hadjio style: her artistic influences are turned into
wearable bags that aim to avoid clichés, such as overpowering
and distracting logos and designer stamps.
SS14 saw the launch of her monochromatic collection ‘Sugar White
Series,’ based on inspiration from a sculpture she designed
entirely out of sugar. Meanwhile, other collections, ‘Deep Sea’
and ‘Diamond Vision’ do exactly what they say on the tin—
sculptural designs with functional elements executed in playful
manner. Her otherworldly bags crafted mostly from leather are
definitely worth carrying on your arm!
I create wearable objects, both playful and elegant.
And I love clear structures with a twist that go
against the obvious. Could it be called “Dark
Disney?”- Larissa Hadjio
- Mid 20’s- Mid 50’s
- Predominately female
- Someone that likes to experiment and likes to wear fun
clothes and accessories; someone curious
- Willing to spend more on products that are of high quality
- Interested in buying not just from high street
- Follow cutting edge bloggers and read directional opinion
forming magazines such as Dazed & Confused, Love,
Wonderland and i-D (in order to keep up to date with
fashion and culture)
- Love fashion
- They buy bags from Oliver Ruuger, Wendy Nicho - these are
two of Larissa Hadjio’s competitors due to their luxury
elements and playful designs.
SWOT- Larissa Hadjio
Concept 2- WAH Nails x LH
What’s our plan?
• Using a tropical theme taking inspiration for Larissa’s ‘Deep Sea
• Collaboration with WAH nails: WAH nails will have a station to get
nails done (tropical theme) + capsule collection: guests have the
opportunity to get LH accessory hand painted with a design of your
choice by WAH Nails
• Larissa’s products will available to buy on the day too
• Location – Shoreditch House
• DJ – The Dolls will be performing on the night
• Drinks – Non alcoholic: Vita Coco Alcoholic: Cocktails served in
• Food – finger food (prawn cocktail- play on shrimp bag)
• Goody bags - Vita Coco, mini nail art pens, nail tattoos, Larissa’s
look book [First 20 purchases]
• Invites – (ticket request + guest list)
• Promo video – Instagram- [quick, fast], main focus on painted nails
with Larissa’s accessories (improves on social media, good for
attracting younger audience)
Inspiration- Miami 1970’s
Using Larissa’s sea
creature bags we will
take this forward to
create a tropical theme.
Using LH and WAH nails to
We decided to conduct a questionnaire in order to find out more about other potential new
audiences for Larissa in order to widen her market. From our questionnaire (as seen on the
next page) we asked various questions and from our findings (seen in the pie charts below) we
found that the age group 20-30 were most interested in purchasing Larissa Hadjio’s bags in
comparison to the 30+ and therefore decided to use this 20-30 year old market as our target
audience for our marketing concept. We will now use this market and create a concept based
around this age group however still blending Larissa’s identity values and consumer target
Would you consider purchasing
one of Larissa Hadjio's bags?
Would you consider
purchasing one of Larissa
Hadjio's bags? Age 30+
Concept moodboard- LH x WAH Nails
-Aimed at 20-30 year olds
-Student / employed
-Aimed at fashion lovers, like to
express themselves with unique
accessories (and nails)
-Someone that likes to experiment
and likes to wear fun clothes and
accessories; someone curious
-AIM: Making Larissa’s brand
appeal for this audience
Who are WAH Nails?
WAH started life in 2005 as a little London-based fanzine
about girls in hip-hop, championing those that were
contributing to the music and clothing scene.
In 2008, founder Sharmadean Reid had decided that she
wanted to create a nail salon where you could get "Whatever
you wanted on your fingertips" and of course, it would be
called WAH Nails.
In February 2010, WAH Nails opened for business in Topshop
Oxford Circus. Other stores were quick to snap them up and
they opened in Harvey Nichols in Dublin later on that year
as well as giving Japan a taster of handpainted nail art by
doing a party at Opening Ceremony Tokyo.
WAH has painted nails in cars, bars, clubs, at the Grand
Prix, in an Airstream, in Japan, at festivals, at The
Brits, for celebrities, for fashion people, for kids, for
music videos, at work and at home. You name it, they’ve
done it. All in the name of happy nails. They’e grown from
a staff of 2 to a team of twenty and in 2011 they look set
to grow even bigger…
Why are WAH Nails suitable for LH?
We have chosen to collaborate Larissa's brand with WAH nails as it shines
a new light on her products allowing them to appeal to a younger audience
as well as the brands existing clientele. Having worked with the likes of
Vogue, Marc Jacobs, Harvey Nichols and at many fashion events we feel WAH
will still be suitable for Larissa’s brand and her already established
Also, Larissa and WAH are both united through their love of Dalston, as
both brands were born here, which we feel is even more suitable for the
collaboration- an aspect that Larissa agrees with herself!
Larissa’s background in fine art is beautifully displayed in her
accessories and this is why we feel the WAH brand, which began life as
small fanzine in Dalston is the perfect partner for expanding Larissa’s
brand! With a huge number of followers the WAH customer could potentially
be lifetime clients for Larissa.
The younger audience are a lot more active with social networking and
blogging. This concept has the ability to enhance Larissa business in
many areas, opening new doors that could lead to brighter futures for the
brand and its customers.
“Dalston’s coolest nail salon/gallery/shop”
Nail designs at event:
At the event WAH Nails will have
their own nail station. The guests
can get their nails done with a
wide range of tropical and LH nail
WAH’s nail station will be in a
beach cabana, here the guests can
be whisked away to the Maldives
with their cocktails!
I created a nail wheel and have
provided examples of a few types
of nail art that guests could get
on the day.
The nail art are collaborative
designs with LH & WAH nails. The
brightly coloured and fruity
designs will mirror the ‘Deep Sea’
collection’s tropical theme that
will take place at the event.
Event Location: Shoreditch House
Shoreditch House, East London
Ebor Street, Shoreditch,
London E1 6AW
Shoreditch House opened in June 2007
as part of a refurbished 1930s
factory, is the essential members club
for any creative working freelance in
the East End area of London.
With several bars, a restaurant, a
gymnasium, flywheel studio, barber and
parlour, ping pong, rooftop pool and
gardens, you can go from a business
meeting, to a cocktail evening and
even pampering yourself, all under one
The house has played host to many
special guests including politics
evenings with Russell Brand and live
performances with Plan B.
Shoreditch house is the perfect venue for our event:
-It’s in the heart of Shoreditch, which is infamous for its East End creative energy including Larissa
and WAH Nails!
- The house offers comfort and that homely feeling but in the most chic way. We feel that both Larissa’s
and WAH Nails audience will both feel at home here.
- Shoreditch House is like the grown up play ground for all of Brick Lane’s finest characters;
enhancing our events playful but chic aesthetic.
- We will use the roof terrace and inside to transform the rooms into our tropical Deep Sea paradise and
make use of the outside swimming pool
Event floor plan- Shoreditch House
Event floor plan- Shoreditch House
DJ for event:
- Mia Moretti, 28, and Caitlin Moe, 25 (who now goes
by the name of her “alter ego, musical brainchild,
BFF, and twin sister. She is a devil child on a tight
rainbow leash”, Margot- also known at ‘The Dolls’),
- both from New York they began their careers at first
- Caitlin’s violin mixed with Mia’s tracks bought some
of the most original sounding music, giving familiar
tracks a new and unheard edge
- they have performed at major fashion events like
Paper Mags parties, Rurla, Saks Fifth Avenue and
- the pair are the coolest and quirky DJ’s in town!
The Doll’s in the press: stylish, quirky & cool divas!
The Doll’s in the press: stylish, quirky & cool divas!
We believe ‘The
Dolls’ (Moretti and Moe)
will provide us with the
perfect balance of music
and style for our event.
The pair are regulars at
fashion parties from New
York to Paris to London!
Not only that but their
image behind the decks is
as important as the music
they will be playing and
with this in my mind they
tick every box with their
fun quirky dress sense but
still keeping it high end
With Caitlin giving a live
violin performance we feel
this will bring an element
of class to our event but
also a relaxed and cool
vibe with will work well
with our beach theme, both
relaxing and danceable.
Drinks at event:
Vita coco (non-alcoholic) Cocktails (alcoholic)
Drinks at event:
What is Vita Coco?
Vita Coco's an all-natural, super-
hydrating, fat-free, cholesterol-free,
nutrient-packed, potassium-stacked, mega-
electrolyte coconut water!
Rihanna has leant her name, her body and
face to coconut water brand Vita Coco; the
Bajan Beauty is the new face of their ad
We feel that because of the endorsement by
Rihanna and other young celebrities that
this drink is the ideal drink to have at
Representing our target market of 20-30
year olds and further projects a widening
of Larissa’s target audience. Also the
coconut water fits in with our tropical
themed event perfectly!
Drinks at event:
With associations of the beach.
sun, sea, coconuts, pineapples and
just everything tropical, cocktails
are the perfect alcoholic drink for
our tropical event!
Cocktails contain one or more types
of liquor, juice, fruit, sauce,
honey, milk or other flavorings
allowing our cocktails to be as fun
and exciting as we want!
Drink menu for event:
We also wanted to
include a cocktail menu
that would be at the
Each cocktail is named
after Larissa’s ‘Deep
including a comical
sentence about the
By naming the cocktails
after Larissa’s bags we
wanted to continue on
Larissa’s fun and quirky
style and show this off
further to the guests!
Food for event:
We used Larissa’s shrimp handbag as inspiration for the catering and decided
that the event would serve a little snack- prawn cocktail. Initially the snack
would be something to munch on while the guests sip on their cocktails enjoying
the lively atmosphere.
Coco, WAH sticker
nails, WAH nail
art pen &
Event promotion flyer
Instagram is the perfect marketing tool for our promo video. In the
last few years, the use of Instagram by companies has skyrocketed
with millions of users; Instagram has become the perfect
opportunity for brands to get quick messages and photos to their
target audiences and has proven to be an effective platform for
marketers to reach a new audience in a way the audience wants to be
marketed, which makes this platform ideal for Larissa’s ‘new
market’ we are trying to attract (20-30 year olds).
Why Instagram for LH promo video:
- Free to use
-We can promote anything RAW PR, LH & WAH may be doing- LH
products, events, promotional discount etc. Creating engagement
with our audience.
-We can reward followers with promo codes and discounts with a
- We can get more Interest in our events- e.g. Most photos have a
hashtag that attendees can follow on Twitter and Instagram that can
be used to show others everything that’s going on, whether it’s
visual or in 140 characters.
Inspiration for promo video
Venue: £1247 (Service staff included) (split between WAH/LH/
Food: £185 (Venue Catering)
Props: (beach bar nail station & palm trees): £250
Goody bags: Bags £50, LH Stickers £10, Camera £40 (sponsor
products Vita Coco, Nail pens and stickers)
Invitations printed: £68
Model (Video): Unpaid, Model using shoot to build portfolio
Hair & Makeup (Video): £60 for morning
Raw PR: £700
FOR IMMEDIATE RELEASE| London, UK – May 23rd
Larissa Hadjio & WAH Nails
Bringing a splash of tropical 1970s Miami to London’s East
End. Accessories designer Larissa Hadjio and WAH nails have
collaborated together to create an exclusive tropical themed
event. Inspired by Larissa’s ‘Deep Sea Collection’, the
event reflects the fun, playful nature of both brands, and
is guaranteed to be an enjoyable night.
Excitingly, there is the opportunity to purchase a unique
product designed by Larissa and WAH, an opportunity that
can’t be missed! The fashion industry’s finest are set to
attend this exclusive event, including editors of Dazed and
Confused, bloggers such as Susie Lau and many more!
Shoreditch House, a hub for local creative industries,
promises to be a perfect premises for this colorful soirée.
Guests can sip their Larissa themed cocktails around a
rooftop pool after visiting the beach bar, or enjoy a glass
of Vita Coco, sponsors for the event. Hot DJ duet, The Dolls
will be providing the music for the night, while WAH giving
guests the chance to get their nails painted with one of
their tropical LH designs.
The first 20 guests will receive a complementary gift bag,
so get there at 7pm to make sure you don’t miss out!
Get ready to be served some tropical realness.
For press enquiries please contact:
RAW PR | firstname.lastname@example.org
T: +44 (0) 20 7916 4501|
13 Old Street London E13 95A |
Prior to the event Friday 13th
-Set up event (tables, chairs etc.)
-WAH Nails need to prepare nail wheel
-LH must have enough bags for event
-Drinks sponsors need to deliver drinks on time (a day prior to
the event if possible at Shoreditch House)
-DJ equipment must be set up and checked before event
-Film projection needs to be set up
-Goody bags x 20 (printed tote bags) need to be printed and items
-Discount codes to be advertised for WAH and Larissa’s products
-The final countdown towards the event including Instagram video
and posts on Facebook & Twitter
Event timeline: Instagram
Prior to the event Sunday 8th
Using RAW PR Instagram to post event promo video. Aim is to gain
public interest and for people to purchase LH & WAH product before
the event as well as entice the audience of what to expect.
Event timeline- Facebook
Prior to the event Saturday 7th
June:Prior to the event Saturday
7th-Friday 13th June:
After event- what we aim to gain
It is always important to be one step ahead in the fashion industry and at
Raw PR we always have this in mind. We have begun to think past the event,
and if it were to be successful we have thought of some possible future
collaborations or even permanent fixtures for Larrisa Hadjio and Wah Nails.
-Larissa's products to be sold in Wah Salons
-Capsule collection of LH accessories with Wah classic designs on
-Collaboration continues between WAH and Larissa with Larissa being featured
in WAH store
-Larissa to be stocked in new stores
-Possible discounts when buying Larissa Hadjio bags from WAH store
-Plans for a new upcoming event, new sponsors
-New nail trends to fit in with current collection for Larissa
-Possible collaboration with ASOS and feature Larissa in their magazine,
which is sent out to customers
Post event Twitter screen shots
Susie Bubble (blogger) Instagram photos from LH x WAH event
WAH Nails pre & post the event !
The first screen shot is from WAH nails website- the pre post is a sneak peak of their
collaboration with Larissa (Nail wheel) before the event and the second screen shot is
again from WAH Nails website but after the event with a flyer adverting Larissa which is
available online and in their shop.!
Pre event Post event
WAH Nails flyer- post event
This screen shot is from Larissa’s Facebookk page where she
has been tagged by WAH Nails after the event.
WAH Nails flyer- post event
This flyer would be
placed in WAH Nails
Salon (Dalston &
Topshop) availble for
WAH customers to take
-very strong theme which runs from LH collection ‘Deep Sea’
-interaction and get involved (e.g. nail bar)
-buy a product that is exclusive to the event (mini purse) – in keeping with unique aesthetic
-the venue is situated in East London where most of her client base would be
-using Wah nails to broaden her target audience, bringing in a younger market (have a HUGE following
already, so when WAH start advertising this -event it will be a good promotional tool for LH and
could potentially widen her audience- mentioned in the breif
-continuing on LH ‘Deep Sea’ collection applying it to beauty/food/décor – we have kept LH style and
collection theme but have expanded on the original concept (still keeping LH in mind)
-price/budget- might be expensive
-getting hold of DJ and venue- might not be available for dates
-some elements could be perceived as too cheap for LH
-the colloboration product could be too expensive to produce the goody bags
-venue is weather permitting
-new audience for LH
-WAH nails get further promotion
-could turn into a yearly event if successful
-maybe could encourage a new range aimed at a younger marker for LH (expansion for LH brand)
-this could damage the brand, making it seem lower market?
-could be a loss of earnings
-WAH nails might overshadow bags- more about WAH than LH
We believe our concept is ideal for expanding Larrisa’s target market as it
shines a new light on her products allowing them to appeal to a younger
audience as well as the brands existing clientele.
Associating Larissa’s merchandise with WAH nails will rein in the new
generation of creative’s who have slowly started to begin a movement of young
people who appreciate art culture and all things unique, this is the
generation that seek inspiration in anything they can find.
Larrisa’s background in fine art is beautifully displayed in her accessories
and this is why we feel the WAH brand which began life as a small fanzine
about those that were contributing to the music and clothing scene and
providing a space for a new wave of street smart fashion, is a perfect
partner for expanding Larissa’s brand because it has a generation of
followers who could potentially be life time clients for Larrisa, it is
important to encourage the younger audience in their unique style and we
believe by introducing them to Larrisa’s brand, it will not only do that but
it will also expand the labels following as the younger audience are a lot
more active with social networking and blogging.
This concept has the ability to enhance Larrisa’s business in many areas,
opening new doors that could lead to brighter futures for the brand and its