This document outlines a campaign for a Victoria Beckham x H&M Conscious Collection collaboration. Key points: - The campaign aims to raise awareness of the environmental impact of the fashion industry and show that sustainability can be fashionable. - Market research found consumers associate sustainability with lack of style and don't know the environmental impact of textiles. - Plans include a fashion show event, influencer marketing, social media promotion, store displays, and press coverage to promote the sustainable collection. - The collaboration and campaign aim to change perceptions of sustainable fashion and increase credibility of H&M's sustainable practices.

2. If all the world’s population were to
consume at the rate of the UK, we would
require the resources of 3 planets,
when we only have 1
- wwf -

3. Second to oil, fashion is the most polluting industry in the
world. This campaign aims to shed light on this issue, and
through a designer collaboration, show that sustainablility
can be fashionable. Victoria Beckham will collaborate
with H&M’s Conscious Collection, and create a range
made from post-consumer textiles and organic materials.
concept overview

4. market research
For my final campaign in university I created a campaign behind a H&M x Victoria Beckham Conscious Collection designer collaboration. The idea arose from indepth research into
sustainability, and that second to oil, fashion is the most polluting industry in the world. I developed the idea through primary and secondary research. I looked into future trends around
the market, consumers and retail.
£100 million
worth of clothing
ended up in
The two key
problems for the
sustainable fashion
market are
waste & negative
connotations
The Fashion &
Textile industry is the
second most polluting
in the world
A substancial
group of consumers
associate
sustainability in
apparel with lack of
style and aesthetics
55% of the target
market have stated
that they do not know
enough about the
impact that the textile
industry has on the
environment
“Products need to be
designed in a way so
they can be recycled”
WGSN
market trends
There is a growing trend
of consumers seeking to
enhance their lives by
actively making choices
just personally, but in the
wider envronment
CONSCIOUS LIVING ACCOUNTABILITY
The future consumer will
require full transparency
and accountability for
statements made by brands.
This is through costs, fabrics
and production process.
STELLA MCCARTNEY
PATAGONIA
LEVIS
MARKS AND SPENCER
H&M
TKMAXX
VIVIENNE WESTWOOD
MONKEE GENES
SELFRIDGES
ASOS GREEN ROOM
TIMBERLAND
ZARA
ADIDAS
NIKE
VICTORIA BECKHAM X H&M
EXCLUSIVE
MASS MARKET
£ HIGH£ LOW
RECYCLING INITIATIVE BRAND PERCEPTION MAP

5. product design & editorial photoshoot
I researched future fashion trends and designed CAD Flats of the products within the range. These devloped from print and womenswear trends, and also, general research into
Victoria Beckhams previous ranges. I gathered inspiration for an editorial photoshoot and organised this in a studio with a photographer, hair & make up artist. I directed and styled
this shoot.
product design
editorial photoshoot
product design inspiration
editorial photoshoot inspiration

6. campaign planning
Having objectives for a promotional campaign is crucial in order to measure the success rate. I also created a campaign timeline and media plan.
- To make people aware and create interest in the collection
- To make people aware of the impact the textile industry has on the environment
- To increase brand awareness and enhance brand equity
- To provide credibility to an already existing business model and process
- To change the negative perception some people have of H&M with regards to sustainability
- To change the perception that sustainable fashion is boring and unwearable
- To gain positive coverage from the media
- To reach an optimised number of potential purchasers
awareness:
brand building:
change mindset:
media attention
MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER
COLLABORATION
ANNOUNCED
influencer
marketing
COLLECTION
L A U N C HFASHION SHOW
launch event
vb mayfair,
lookbook
launched
interview with
victoria beckham
collection
preview
second exclusive
preview
influencer marketing
sm Q+a with vb
editorial images
12TH MAY
10TH NOV
20TH OCT
2017 timeline

7. influencer marketing
Promotional activity - Influencer marketing, bloggers. 92% of consumers have said they trust recommendations from other people over content created by brands.
on my way to #VBHM runway show in
London. Blog post to follow shortly! @hm
@victoriabeckham
amazing! Can’t wait Audrey, have
a great night xx
gregusta wish I was there! you look great, enjoy x
VICTORIA BECKHAM MEETS H&M
OCTOBER 29, 2017 / LONDON
H&M and Victoria Beckham invites you to an
exclusive viewing to celebrate the launch of the
Victoria Beckham x H&M Conscious CollectionThursday 20th October 2017
6pm arrival, 7pm show start
36 Dover Street, London W1S 4NHStrictly Invitation Only
Imagine my surprise when I received an invitation for the runway show of Victoria Beckham’s newest collaboration with
H&M. Not only is Victoria a woman I have long admired, but also H&M never fail to host an amazing night! The show was
nothing short of perfection, pattern mixing, classic cuts and Victoria Beckham’s style on everything. If you guys follow me on
Instagram, no doubt you will have seen some exclusive snaps of the night! Fashion for me, has never been about what is best for
the environment, but how naive was I. I couldn’t recommend enough to visit the exhibition atVictoria Beckham’s Dover Street
store, to not only view the collection before the launch, but also to gain an insight into how each garment has been made. I for
one will definitely question where products have been made before purhcasing in the near future! It is so important for the

8. Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than
about something they have got’ The below shows an event invite design, a 3D mock up of the exhibition and Snapchat and Periscope both being used at the event.
experiential marketing
Save the date...
Thursday 20th October 2017
36 Dover Street, London W1S 4NH
Arrival time 6pm
Runway show begins 7pm
Show time! x vb
X
Say something... 2K

9. Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than
about something they have got’
experiential marketing
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
#VBHM
‘Mixing designer,
high street and
sustainable fashion,
what a combination!’
RAF SIMONS
MACRO TREND:
PATTERN MIXING
‘What a night! And
for such a good
cause’
SARAH JESSICA PARKER
MARIO TESTINO
WAS SPOTTED
PHOTOGRAPHING
THE ENTIRE THING.
INSTAGRAM?
@MARIOTESTINO
MICRO TREND:
GEOMETRICS
‘”Tonight marks a
change in the fashion
industry and has
really opened my
eyes to the true cost of
fast fashion!’
WEWOREWHAT
CHARLOTTE TILBURY
WAS BACKSTAGE
PREPPING AND
MAKING UP
THE MODELS
LILITH BUSSFELD OF VOGUE
MAGAZINE LED THE PRESS
CONFERENCE WITH VICTORIA
BECKHAM @WEWOREWHAT
@HEIDIKLUM
@HM
THE FASHION SHOW
and the after-party...
VISIT THE EXHIBITION AT
DOVER STREET, LONDON
UNTIL 10TH NOVEMBER 2017
#VBHM
SPOTTED: BEFRASSY
VIEW THE RUNWAY
SHOW IMAGES ON
PINTEREST BOARD ‘VB
DOES H&M CONSCIOUS’
‘We’re overwhelmed to be at
such an exclusive event! All
because of Laura’s Pinterest
creative skills, a once in a
lifetime opportunity’
PINTEREST WINNERS LAURA &
ELLIE FROM CARDIFF
PERISCOPE STREAMED LIVE FROM
THE EVENT, WITH SNAPCHATTERS
ALSO GETTING BEHIND THE SCENES
SHOTS OF THE NIGHT
‘I’m so proud of Victoria, she
has worked so hard, non stop!’
EVA LONGORIA
THE SCHEDULE
Guests arrived at the Dover Street
store, greeted to canapes and
champagne.
When everyone was seated, Victoria
Beckham introduced her collection for
H&M Conscious. The runway show
began.
After the show finished, a press
conference was held with Victoria
Beckham and Kristina Stenvinkel (Head
of Communications) and Camilla
Emilsson Falk (Head of Media
Relations).
Guests were welcomed to the exhibition
space on the first floor. The collection
was presented in glass boxes, with
details about the sustainability and
videos of how the products were made
were shown on digital screens
alongside each garment.
8.30PM
7PM
NAOMI CAMPBELL
WALKED THE
RUNWAY SHOW
ALONGSIDE
HEIDI KLUM
6PM
8PM

10. social media
I created a social media marketing plan for this campaign. This included Facebook, Twitter, Instagram, Snapchat, Periscope and Pinterest. Image and Video content on average
receives a 63% boost in engagement. The website also included a homepage takeover for the collection on both H&M and Victoria Beckham’s own site.
In the studio today shooting my #VBHM
collection! Available in selected H&M stores
and online on 10th November. x vb
H & M C O N S C I O U S
#VBHM collection launches AW17 x vb
H&M CONSCIOUS
Sustainability meets high fashion.A designer
collection for H&M made from recycled and organic
material. Eco-fashion never looked so good.
SHOP NOW

11. press release
Press releases and media packs were created to be sent to members of the press and bloggers. Research shows that tangible press packs have an engagement rate 74% higher than
digital kits. Due to the sustainability factor of this collection, the press pack is made from 100% recycled materials. Magazine advertisements included a digital interactive VR feature to
embrace digtial trends. 65% of the target market of this collection engaged more to interactive content over static image and text.

12. in-store
Visual merchandising instore reflects Victoria Beckham’s retail space. 7 in 10 consumers have said they look at visual merchandising for inspiration for an outfit, with 9 in 10 claiming
they have previously bought an item which they would not have necessarily if it had not been displayed as a complete look. Bodymetric scanners are used to embrace future retail
trends, with shoppers being able to virtually try on garments linking to the app.

13. window display
In the age of radical transparency, brands are discovering that achieving financial success today depends on delivering accountability along with goods and services. The accountability
campaign provides credibility to the already existing H&M value chain, through the window display. This is changed 3 weeks prior to the launch, with experimentation in the form of
interactivity with consumers. The display breaks up the value chain into stages. With each stage, there is a TV screen with a 30 second video explaining about the sustainable aspect of
that step in the process. The entire display shows the garment being made through the stages.
DESIGN
CUSTOMER RECYCLE
MATERIAL
FABRIC
PROCESSING &
GARMENT
PRODUCTION
TRANSPORT
SALESSALES
DESIGN MATERIAL FABRIC GARMENT TRANSPORT SALES CUSTOMER RECYCLE

14. exhibition stand
For my final exhibition I presented my campaign. This was an opportunity to showcase the work I had done from product development to execution. Here I included; a dress from the
collection with bespoke care labels, swingtags and hangers. Methods of promotion - Press Pack, Magazine, Influencer marketing, Fashion Show, Exhibition, Social Media, Website,
Digital Outdoor, In Store, Window Display, App, Staff uniform - tshirt and lanyard.