Brief 2: Creative PR for Ivana Helsinki
-to launch the brand into London Based Boutiques and raise awareness of brand using guerilla marketing:
[Prior to researching her brand - ideas formulation with our new group - went well and got some good stuff.
Only concerns I have are over the 'low-cost' aspect of what we are doing and maybe also environmental issues re: bus?
Could do the same campaign I suppose on rented london bikes - where Ivana Helsinki clad models ride around classy parts of london urging you to photograph them and share experience on Social media (raising profile) - competition winner gets Ivana spend in-store/on-line (winner picked later on from Ivana website/twitter/facebook pages at random). Just an alternative to our campaigne idea if the buses were considered too environmentally unfriendly].
OK so first I needed to check out IH to find out what she does and get the tone of her brand fixed in my head!
Here are all my links:
I had the wonderful
opportunity to chat with Paola before the show about what is coming up for
IvanaHelsinki, what inspires her and why, people like me, really do make a
difference for a brand like hers.
The biggest news
for this brand is their new flagship store opening on Elizabeth Street, proudly
next to the likes of Rag & Bone and Tory Burch. (Post to come on this!)
After the successful pop up store a couple of years ago, it became a goal to
find a permanent home in NYC. The scene invites the likes of IvanaHelsinki to
feel right at home. The boutique will not only feature the collections but
local artists and musicians. Having numerous friends within the indie scene,
Paola, a film maker herself, wanted the space to be a place where artists can
come together and share through different events.
IvanaHelsinki's
collections have a strong bohemian feeling yet the Scandinavian countries are
known to produce design that is minimalistic, simple and functional. Paola
feels a much stronger influence from the Slavic countries. She clearly
translates this in her 70's reminiscent fabric patterns and styles. She owns
each piece in the collections, designing each piece down to the fabric
patterns.
My biggest burning
question for Paola was why she valued individuals like myself, who promoted the
brand through blogs and social media. I first photographed IvanaHelsinki in
Copenhagen back in 2010. From then on, each NYFW I have been covering the show,
keeping my readers up to date with Paola's collections. Paola feels that it is
the new way to reach to the masses through the small veins that bloggers
create. "I think that its the modern way of communicating with the people,
that's the way to do it nowadays..it's part of being in this underground
culture, I don't think fashion should be up there." With the likes of
Natalie off Duty, Late Afternoon and Flashes of Style showing up in the front
row, this really is a major way of connecting with the masses and allowing
consumers to feel a part of the experience.
Thank you to Paola
for giving us an insite to IvanaHelsinki. It's about creating what inspires you
and growing in today's world while keeping a true sense of style and
individuality.
Post to come:
Backstage, Runway show and Store Opening
xx Marie-Louise
... And thanks to Marie-Louise for her interview!
Ok so back to the presentation - our idea is to have a 'Boutique Bus' travel around the smarter/afluent areas of London where the boutiques and cool fashion people are. Picking them up on the Ivana Helsinki Boutique Bus where they will experience the Ivana Helsinki Brand in it's many product forms with focus on fashion. They will be given Ivana Helsinki promo ticket and asked to tweet their experience of what they saw/did. There will be a competition and from all the social media a winner will be chosed and given an Ivana Helsinki discount voucher to spend in her boutique.
Here are my slides from the presentation:
I have to script it yet but I'm ok with that.
A little look at some of her designs in my moodboard.
A quote from Ivana Helsinki:
Just finished the ticket for our 'Bus Boutique' - aide memoire for those passengers who don't tweet until later on -
" ... For me beauty is the inner aesthetic and for me that is a combination of the hippie style and rock and roll. My designs need to have that edge. For beauty is not just about happiness. Beauty has to have sadness and a dark side..."
( http://www.scanmagazine.co.uk/2010/05/the-secrets-of-ivanahelsinki/)
(artwork not mine only text -via google images)
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