The document summarizes Lamoda's Cosmo Road Show event in 2014. Lamoda sponsored the 20th anniversary celebration of Cosmopolitan magazine in Russia and had mobile stands at various locations to promote the brand. The stands featured an offline store, shopping academy, and beauty zone. A variety of activities were held to engage visitors and collect customer data. The event was considered successful, generating thousands of visitors and new contacts for Lamoda.

1. Lamoda
Cosmo Road Show
2014

2. Agenda
In 2014 the most popular woman
magazine Cosmopolitan celebrated it’s
20 years anniversary.
Online store LAMODA become a sponsor
and built up the Fashion area within
the anniversary celebration.

3. Roadmap
July 19th /16:00–22:00/ “Central park of rest and culture” / Novosibirsk
July 26th /16:00–22:00/ “Oktyabrskaya Square”/ Ekaterinburg
August 9th /16:00–22:00/ “Primorskiy Park of victory”/ Saint Petersburg
September 13th /15:00–22:00/ “Museon” park / Moscow
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург

4. • To introduce LAMODA brand to the event guests.
• To attract the new consumers to lamoda.ru web-site.
• To tell about the main advantages of shopping
with LAMODA to the target audience.
Agency tasks

5. To develop the open mobile stand (81 square meter)
with the following functionality:
• Offline store LAMODA.
• Internet-shopping Academy.
• Beauty Zone.
Solution

6. The main task of the offline shop is to demonstrate the mechanic
of lamoda.ru online store and to show the competitive strengths
to the event guests:
• Free delivery.
• Trying on before the purchase.
• Wide choice of goods (more than 2.000.000 items).
• Delivery at the moment of ordering (realized on LAMODA stand).
Offline store Lamoda

7. Event guests could choose any liked item and order it’s delivery
directly to the stand.
LAMODA sales representatives were responsible for the orders
shipment within a few minutes. After the fitting guests were able
to make a purchase.
Offline store Lamoda

8. First Russian Academy of internet shopping was
created for overcome of the online shopping barrier.
Well-known internet bloggers and speakers shared
their experience of online goods purchasing with
the event guests.
Internet-shopping
Academy

9. Internet-shopping
Academy
Popular bloggers in each city and project partners appeared
for the guests with the following topics:
• How to keep a successful fashion blog?
• Master-classes from LAMODA chief editor.
• Beauty master-classes from the partners.
• Definition of the «e-commerce».
Popular bloggers in each city and project partners appeared
for the guests with the following topics:
• How to keep a successful fashion blog?
• Master-classes from LAMODA chief editor.
• Beauty master-classes from the partners.
• Definition of the «e-commerce».

10. Beauty zone was implemented by the project partner – BRAUN.
In this zone stylists made the trendy hairstyles for all stand visitors
during the events.
Beauty Zone

11. Stand guests received the banded gift sets from LAMODA
for participation in different activations:
• textile bag
• umbrella
• sun glasses
• iPhone cover
• 500 RUB discount for the next purchase
• LAMODA magazine
Gifts

12. Novosibirsk – 6.000 visitors
Yekaterinburg – 4.000 visitors
Saint Petersburg – 7.000 visitors
Moscow – 25.000 visitors
*Information was provided by the event organizer
Lamoda
stand visitors*
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург
6.00025.000
4.000
7.000

13. * Participants in LAMODA activations
Unique contacts*
Novosibirsk – 2.400
Yekaterinburg – 1.900
Saint Petersburg – 1.300
Moscow – more than 3.000
Россия
Санкт-Петербург
Москва
Новосибирск
Екатеринбург
2.4003.000
1.900
1.300

14. Cosmopolitan Magazine
Events announcement in Cosmopolitan
magazine #8 (August 2014)
in format 1/1 page.
Events post report in Cosmopolitan
Shopping magazine #10 (October 2014)
in format 1/1 page.
MEDIA COVERAGE

15. 114 thematic publications per 8 weeks.
Approx. 14 publications per week 1.
Estimated coverage per 1 publication is 16 000 users.
Average 15 feedbacks per publication.
Total average engagement rate per “Cosmo 20 years”
publication is 0,1%.
MEDIA COVERAGE
Social Media

16. Utilization of Instaphoto activation with the hash
tag #lamoda.ru allows to engage new Instagram
followers and increase amount of relevant publications:
Novosibirsk – 315
Yekaterinburg – 270
Saint Petersburg – 200
Moscow – 450
MEDIA COVERAGE
Instagram

17. MEDIA COVERAGE
Bloggers

18. MEDIA COVERAGE
Lamoda Blog

19. Best photo

20. Best photo

21. Best photo

22. Best photo

23. Best photo

24. Best photo

25. Best photo

26. Best photo

27. November 19th
, 2014

28. Place
St. Regis Hotel Moscow

29. Guests
Guests more than 400 people, celebrities, media, bloggers, Grazia magazine partners.

30. Idea
Grazia editors and stylists has chosen the selected looks on Lamoda.ru.

31. Media coverage
Those looks were presented on Lamoda.ru, Graziamagazine.ru, Grazia magazine

32. Media coverage
Those looks were presented on Lamoda.ru, Graziamagazine.ru, Grazia magazine

33. Best photo

34. Best photo

35. LAMODA
BLOGGER’S DAY

70. IT GERLS
2nd edition:2014

100. BEST PRACTICE
FASHION PR

101. EVENTS
ASOS Insider Only Event – Swap Shop
• Pop Up Event
• Launch Event
• Company‘s Birthday
• Fashionshow
• Breakfast/Lunch/Dinner Party
• Private Shopping/Style Session

102. EVENTS
Zalando Pop Up Store Berlin

103. EVENTS
Zalando Pop Up Store Berlin
• Launch party of new Zalando collection
• Pop-up store was designed by Sigurd Larsen (famous Danish architect)
• New Collection was available for 3 days at the pop-up store
• Presentation of capsule collection by Berlin designer Bernadett Penkov
• Live concert of New Yorker band „Friends“
• Street art artists „Tape That“ paste up the walls

104. EVENTS
The Iconic Pop Up Catwalk

105. EVENTS
The Iconic Pop Up Catwalk
• Pop-up event for shopaholics of Sydney
• Customers ordered online & got it deliverd until the event to wear it on The Iconic Catwalk
• Stylists helped to get runway ready
• Everyone who walked the runway got a refund up to $300
• Goodie bags, entertainment & treats were provided
• Event partners: Revlon, Ben & Jerry‘s, Casey Burgess and Rochelle Fox

106. EVENTS
The Iconic X Adidas Launch Party

107. EVENTS
The Iconic Pop Up Catwalk
• Celebrated collaboration: create awareness with editors, bloggers & media
• Laid back celebratory evening at Surry Hills District
• Live Music by The Faders
• Soecial food & drinks by Messina
• Specially crafted adidas originals & adidas performance shoe stencils were
all over the wall & guests were invited to coulour in

108. EVENTS
Lamoda Launch of Private Label „Lamania“

109. EVENTS
Lamoda Launch of Private Label „Lamania“

110. EVENTS
Zalora X River Island Launch Party

111. EVENTS
Zalora X River Island Launch Party
• Zalora celebrates retail partnership with River Island
• Party took place at MINI habitat
• River Island looks were showcased on models & celebrities
• Lauch party was hosted by Bobby Tonelli (American actor)
• Guests were invited to shop the collection on their mobile devices
• Guests could choose to have their orders sent straight to them
at the MINI Cooper showroom at the end of the night

112. EVENTS
L`Oréal Paris New Styling-Series & App Launch
• Exclusive event for blogger
• Hairstyling for guests
• Different shooting areas with professional equipment & stage props
• Contest: Upload the best picture and win ASOS gift card etc.
• Celebrity jury (blogger, photographer,hair artist, director, DJ) 7
• Goody bag with product samples

113. EVENTS
Zalando celebrates 5th Birthday

114. EVENTS
Zalando celebrates 5th Birthday
• Topmodel Bar Rafaeli as campaign testimonial
• Promotion of exclusive products
• Birthday Sale
• Photo-box promotion: Your city, your photo.
• Birthday outfits
• Onsite competition: Find the hidden
5 & win a monthly gift card
• Branded give-aways

115. EVENTS
Jumia X Sleek Fashion Fair

116. EVENTS
Jumia X Sleek Fashion Fair
• Combination of a runway show and sales fair
• Jumia runway show
• Hair, fragrabce and make-up from Sleek Beauty Studio
• Goody bags with Jumia online voucher & Sleek make-up voucher

117. EVENTS
Zalando Summer House
• 23 fashion bloggers from all over Europe came together for 3 days
to experience the new Zalando-Trends
• Outfitshooting
• Trend forcaster Lidewij Edelkoort talked about future trends
• BBQ Party with Djane Hadnet Tesfai

118. EVENTS
Zalando Summer House

119. EVENTS
Zalora – The Great Indoors Picnic Tea Party
• Exclusive event for 12 bloggers
• Transformed the Zalora office into an indoor garden
• Sneak peek into Spring/Summer collection
• Bloggers picked their best outfit for the shoot
• Fashion buyer supported with advices, tips & tricks

120. EVENTS
ASOS Insider Only Event – Swap Shop

121. EVENTS
ASOS Insider Only Event – Swap Shop
• Insiders were treated to a preview of SS14 items
• Talks from ASOS Marketplace boutiques
• Highly anticipated clothes swapping session
• Everyone had to bring up previously loved but underworn pieces to swap
with other insiders
• Announced competition: ASOS goodies for the best styling
of a Swap Shop item tagged on Twitter or Instagram

122. EVENTS
J.Crew Style Session

123. FASHION WEEK
Brand Lounge
• Nice location next to the Fashion Week area
• Meet & greet with journalists
• Styling team for guests
• Photo corner to take pictures of guests
• Drinks & Finger Food
• Goody bags
Pre-Dinner Party
• Dinner invitation before Fashion Week starts
• Special location
• Exclusive guest list (fashion editors, journalists,
celebrities etc.)
• Little runway show & live music act
• Goody bags
Celebrity Dressing
• Provid celebrities outfits
(private label) to wear on the red
carpet or special events
• Focus on a suitable match
between celebrity & brand
• Send selected pieces to try on

124. FASHION WEEK
Westwing Dreamroom Lounge X Fashion Week Berlin

125. FASHION WEEK
Westwing Dreamroom Lounge X Fashion Week Berlin
• Exclusive lounge for journalists, celebrities and designer
• Meet & greet atmosphere
• Perfect location to rest and recharge their batteries for the next show
• Champagner & high-class finger food

126. FASHION WEEK
Zalora presents Kuala Lumpur Fashion Week 2013

127. FASHION WEEK
Topshop & Chirp Digital Garden X London Fashion Week

128. FASHION WEEK
• Chirp & Twitter garden gave customers
exclusive behind-the-scenes access
to Topshop Unique fashion show
• Users could watch the fashion show live
via Topshop‘s website
• Live Twitter gallery before and during the show
• „Customise the Catwork“ app enabled users
to change the color of selected clothing
• ”The link with Chirp is fun and we love the fact
that it allows people to discover new aspects
of the collection and what goes on behind
the scenes at Unique, through creating iconic
images to story tell.”
Topshop & Chirp Digital Garden X London Fashion Week

129. FASHION WEEK
Lazada Fashion Week 2013
Local designers were able to present
their products for one week to a broad
online audience

130. FASHION WEEK
Lamoda X Blogger wears Lamania at Fashion Week
To push the private
brand Lamania, Lamoda
teamed up with a very
popular Russian fashion
blogger & provided her
outfits during Mercedes
Benz Fashion Week

131. FIN