The summary introduces a British tailor's plan to expand their made-to-measure and ready-to-wear suit business into Germany. The plan includes a private launch party in Munich followed by a 12-month "Work in Style" online guide and print media campaign. The campaign aims to raise awareness of the ready-to-wear line among higher-income business professionals in Germany and increase overall sales. Evaluation will assess changes in attitudes, awareness and perceptions, and monitor website traffic and sales.

1. Campaign Plan Introducing a British tailor‘s range in Germany Date: 11th April 2010 Luisa Elena Denuell

2. Client Position : made to measure menswear and ready to wear suits for men is currently expanding his business into the womenswear market Target audience : international business man and i nternational business women Competitors : other bespoke makers around the world , and a number of tailors who attach Savile Row to their name , although they are located elsewhere for all business and operational purposes

3. Market Trends : Women go back to work in style! Mintel : Within the UK womenswear sector , the average annual spent on a suit rose around 3% between 2006 and 2008. Branchenreport Berufsbekleidung : Within the German womenswear sector , the average annual spent on high quality workwear garments rose around 6% in 2007. (sources: http://www.mintel.com/press-centre/press-releases/462/britains-working-women-go-back-to-work-in-style and http://blog.markt-studie.de/erfreuliche-zukunftsperspektiven-auf-dem-markt-fur-berufsbekleidung/#more-80 )

4. Market Challenges : In a crowded market , the notion of luxury is undergoing something of a reappraisal. More customers are looking for the truly individualistic , for updated classics , timeless yet contemporary design and the attention to quality and detail . In times of recession , customers tend to buy ready to wear lines . lower price : mass-produced and industrially manufactured

5. Market Benefit : Savile Row is the apotheosis of taste , elegance and style . For more than 200 years, the world's most skilful tailors have been drawn to the "Street of a Thousand Needles", cutting and crafting the finest suits for generations of elegant dressers.  The notion of luxury need to be synonymous with tailors based in Savile Row .

6. Customer profile Socio-economic status: Higher managerial (A), intermediate managerial (B) and junior managerial (C1) – equivalent to “Stufe 1-4“ (Germany) Type : International business men and women Outfit: high-quality suits

7. Customer perceptions Traditional customers tend to see ready to wear as tarnishing the reputation of the establishment .  Such perceptions are based on issues caused by the lower price . They include problems such as a worse fit , lower quality construction (for example fused canvassing which shortens the garment's life), and using lower quality fabric .

8. Objectives Broad based media coverage (at least 15 pieces of positive national coverage in German print media) After 12 months: 60% positive awareness of the ready to wear range and the salon amongst target audience (Germany) Increase in overall sales

9. The Creative Idea 2 stages: 1. Private after work party – INTRODUCTION  attendance of tailor, invited guests and press  launch of ready to wear collection 2. “Work in style” – CAMPAIGN (12 month)  business women’s online style guide  fashion features in different magazines

10. Strategy – Target Audience Business women Budget conscious business women who are looking for timeless and well fitting high-quality suits . Business women who wear (and change!) suits everyday , and therefore do not want to spend vast sums of money on ONE single outfit.

11. Strategy – Message Tailor-made , timeless and unique ready to wear suits at the best price !

12. Strategy – Media Print – Daily Press Promotion of suits in the newspapers’ fashion sections (print and online). (“Süddeutsche Zeitung Magazin”) (“Lifestyle  Mode & Accessoires”) (“Panorama”  Fashion columns, “Magazin”) (“Lifestyle”)

13. Strategy – Media Print – Daily Press i.e. Süddeutsche Zeitung (“Süddeutsche Zeitung Magazin”) SZ readers belong to the upper well-educated business class.

14. Strategy – Media Print – Daily Press Story ideas : portraits (tailor, salon, Savile Row) business fashion style guides ( “How to dress professionally” ) trend reports ( “The return of the suit” )

15. Strategy – Media Print – Daily Press i.e. Frankfurter Rundschau, 11.02.2009  Special on mini skirt

16. Strategy – Media Print – Magazines 1. Business Magazines (“Fashion”) (“Lifestyle”  “Fashion”)

17. Strategy – Media Print – Magazines 2. Fashion Magazines

18. Strategy – Media Print – Magazines 3. Women’s Magazines

19. Strategy – Media Print – Magazines i.e. LUFTHANSA WOMAN'S WORLD highest circulation of all lifestyle magazines for business women 88% of all readers are working 100% frequent fliers (source: Medienresonanzanalyse Lufthansa Magazine 2008)

20. Strategy – Media Print – Magazines Story ideas : business fashion style guides ( “How to dress professionally”, “What makes a good suit”, etc. ) - trend reports ( “The return of the suit” ) portraits (tailor, salon, Savile Row) introduction of online style guide ( “Work in style” )  more demonstrative

21. Strategy – Media Online style guide – “Work in style” design of online style guide for business women  how to create a business wardrobe presentation of ready to wear suits monthly stylings and stories ( “A suit that fits” , etc.) virtual style studio fashion tips

22. Tactics – Implementation INTRODUCTION – Private after work party - Location : hip bar/restaurant in Munich city of fashion (i.e. Aigner, Rena Lange, Escada, etc.) and media (Condé Nast, Burda, etc.) Guests : tailor, press, PRs, significant business women – by invitation only  media coverage Programme : fashion show, DJ, drinks, finger food  launch of ready to wear suits

23. Tactics – Implementation CAMPAIGN (12 months) - “Work in style” guide (online)  monthly stylings and stories - fashion features and articles in different media  target group can be reached through different channels and stories

24. Administration – Timetable Duration : 12 months Stage 1 (September 2010) : - private after work party - launch of ready to wear collection  media coverage on launch event Stage 2 (October 2010 - September 2011) : campaign (monthly stylings and stories)  media coverage (newspapers and magazines)

25. Administration – Resources private afterwork party (location, fashion show, models, travelling costs & hotel (tailor), catering, servers, decoration, invitations, photographer, DJ) IT (website) independent market research company (evaluation of campaign) agency fees (2 person account)

26. Administration – Budget Expenses After work party £ 20,000 Construction & maintenance of website £ 5,000 Evaluation of campaign (independent company) £ 3,000 Agency fees £ 20,000 £ 48,000

27. Results – Evaluation OUTPUT: media coverage OUTTAKE: changes in attitudes, awareness of campaign and perceptions  telephone survey among customers (independent market research company) OUTCOME: sales, hits to website

28. Thank you!