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Tim Blanks
Richard Nicoll has a highly established Womenswear line and
newly established menswear line, which he debuted in June 2012
at London Fashion Week. Te focus of the brand is predomi-
nately on day-to-night versatility, making his clothes wearable
and functionable at the same time. Richards initial training in
menswear is also evident in the collections, for example con-
trasting feminine pieces undeneath a masculine tailored coat.
His personal experience of growing up in Australia and living
in London has culturally infuenced the brand style, as he calls
it A bit London, a bit Australian and a bit fantasy. Te brand
has many stockists globally, however the majority are located in
London, in prestigious stores such as Harvey Nichols, Matches
and Liberty. Tey have had various collaborations with brands
such as; Topshop, Fred Perry, Whistles, Vodafone, Tropicana,
Ksubi and also the artist Linder Sterling. Mainting the integrity
of his design vision whilst also producing a product that cus-
tomers can relate to is at the heart of the Nicoll brand.
Glamorous but utilitarian. Tat combo is a signifcant strand in the Nicoll DNA.
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Richard Nicoll has Instagram, Twitter and Facebook pages, however he
needs more followers. On Twitter he currently has 8,000 followers, Facebook
page has 7,069 likes and Instagram has 4,161 followers. Social media is such a
strong vehicle for promotion, self-expansion and marketing that it is vital to
keep it updated regularly and interactive with a brands consumer.
Trough a creation of a new fashion flm, Richard Nicoll can put ectra time and
efort in promoting the brand and flm via his social media pages. To interact
with his consumer market and brand advocates he can launch the flm specif-
cally on his Facebook, Twitter and Instagram pages to hopefully get consumers
to spread the word about the flm and brand = more diverse target market
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Christopher Kane
Jonathon Saunders
Roksanda Illincic
Simone Rocha
Both have collaborated on collections with Top-
shop, which can attract similar target consumers.
Similarity in price points
Lack of social media presence, no twitter posts,in-
stagram or website.
Represented by the same PR Company Te
Communications Store.
Like Richard Nicoll with Cerrutti, Christopher
Kane designs for Versaces second line called
Versus.
Winner of the 2011 BFC Vogue Designer Fashion
fund.
Winner of the 2012 BFC Vogue Designer Fashion Fund
which gave access to director level mentoring and
200,000.
Creative director of Italian brand Pollini alongside his
own label.
Collaboration with Topshop
Unlike Nicoll the brand features a lot of print and bright
colours.
Trademark item is a colourful A-line shif dress, Richard
Nicolls is similarly a silk t-shirt oversized dress.
Known for her elegant day and night dresses and
feminine designs.
Also a graduate of Central Saint Martins MA
course.
Similar stockists
Price points are a lot higher than Richard Nicoll.
Typical consumer is women aged 25-40 who want
sophisticated traditional items which are not typi-
cally edgy or trend-driven.
Similar aesthetic in designs that focus on a balance of mas-
culinity and femininity. Tis can ofen be a style aesthetic
consumers want specifcally, thus changing between the two
brands.
Mixed culture and heritage backgrounds, which infuence
their collections.
Collections are featured in similar range of diverse publica-
tions.
A larger amount of global and prestigious stockists.
Similar backgrounds with Newgen sponsorship and associa-
tion with the British Fashion Council and Fashion East.
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Te main objective for the Richard Nicoll launch is to increase brand awareness in two ways
and re-afrm the brands ethos. First is to create a sophisticated private evening to showcase
the new flm and supply a luxurious meal and drinks, which will reafrm the Richard Nicoll
consumer women aged between 25-40 who want sophisticated clothing with day-to-night
versatility. Tis will also be an opportunity for industry insiders to create a buzz around
the brand through publication and blog coverage etc. Secondly we want the flm to attract
a new younger consumer, who perhaps are already advocates of the brand but do not ac-
tually buy into it. By launching the flm on Richard Nicolls social media pages at a specifc
time, this will attract new audiences and hopefully more followers and brand consumers.
Te target consumer market growth rate will not happen instantly, it will happen gradually
as more and more consumer markets are tapped into. One measurable method will be look-
ing at Richard Nicolls social media followers and likes to see if the numbers and interaction
increase. It will hopefully gradually increase product sales also, which again will happen
gradually. From the flm showcase evenings, the invited guests will all be specifcally chosen
for their links within the industry, therefore this will promote the brand further and cause
a large buzz if the evening goes well. Tere will be a selection of magazine editors and team
invited, so if they like what they see they will provide the brand with media coverage and in
the future feature Richard Nicoll products in their editorials. Tis will obviously be evident
in the coverage the brand receives and could possibly lead to future potential collaborations.
Te launch event and social media launch will both be achievable for the brand. Funding-wise
the event shall get sponsorship by Vodafone, the company has collaborated with Richard
Nicoll recently for various projects and have produced a mobile phone charging handbag.
Te funding will be sufcient to hire Te Savoy hotel Abraham Lincoln private room for the
evening, catering for the food, fowers, staf and all other necessities. Te guest invites will be
sent via post to 150 people, and they will RSVP back by email to cut costs. If Vodafone are
sponsoring the event, there will need to be some advertisement for them; allowing advertis-
ing time before the flm etc could do this.
Tis event launch fts well into the overall pattern of the Richard Nicoll brand. Te focus
of the social media flm launch is purely to market itself and the brand to potential brand
consumers via the largest global network. Tere is nothing extreme in this proposal, noth-
ing that the company will not be able to achieve. As long as the guests are invited with time
to reply, and everything else is organized, the event should be realistic. Te context of the
theme fts into the brand ethos also, of sophistication with art references and neutral colour
palettes.
Te date for the event is the 6th December at 7:30-11:00, which is on a Friday evening,
so will be accessible for people to attend. Te launch of the flm will be the following
day at 3:00pm, it will be a Saturday afernoon so followers will be free to view it and in-
teract with likes and comments. Te time process of the flm creation and launch event
has been being planned for the past couple of months therefore there would be suf-
fcient time to get all elements organized and fnalized. Te timing will be well de-
fned with the timings going up on Nicolls media pages, to interact with the launch.
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Journalists and Magazine Representatives
Film-makers and Photographers
Bloggers and Writers
P.R
Celebrity Consumers
Creative Directors and Editors
Representatives from; Te Guardian, Te Telegraph, Vogue, Pop, Love, i-D, Wonderland,Harp-
ers Bazaar, Tatler, Elle, Glamour. Suzy Menkes,
Sienna Miller, Alexa Chung, Rosie Huntington-Whitely, Kate Bosworth, Diane Kruger, Kylie
Minogue, Florence Welch, Keira Knightley and Gwendoline Christie, Laura Bailey and Jose-
phine de la Baume
Marketa Ulhirova, Nick Knight/Show Studio, Ruth Hogben, Kathryn Ferguson.
Susanne Lau (Style Bubble), Michelle Haswell and Marie Tomson (Kingdom of
Style), Bip Ling, Laetitia Wajnapel (Mademoisellerobot) Tim Blanks, Laura Bradley,
Colin Mcdowell,
Te Communications Store, Mandi Lennard, Vodafone, Representatives from Nicoll
stockists : Liberty, Selfridges, Harvey Nichols, Matches, Start Boutique, Topshop and Net-
a-Porter.
Dasha Zhukova and Kate Phelan (Topshop), Imran Amed (Te business of fashion) Alex-
andra Shulman and Lucinda Chambers (Vogue) Sarah Mower and Caroline Rush (Brit-
ish Fashion Council) Lulu Kennedy (Fashion East) Natalie Massenet (Net-a-Porter) Lucy
Yeomans (Harpers Bazaar)
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Te Richard Nicoll brand has an established brand consumer,
however through the production of an art infuenced fashion
flm and launch event we want to expand into further target
consumer groups.
Te sole purpose of our flm and event is to Expand, Promote,
Establish and Interact:
EXPAND into diferent consumer markets through the
PROMOTION of a fashion flm, which ESTABLISHES
the core brand values and sense of self. Resulting in a further
level of INTERACTION through Richard Nicolls social me-
dia pages, which the flm shall be exclusively launched on.
As a brand we want to fundamentally attract a younger target
consumer, and we believer that social media is the way forward
in doing this. At the same time we believe it essential not to
change our brand image purposefully to attract a diferent con-
sumer group, just to market ourselves further through social
media. Our event launch at Te Savoy hotel is to maintain the
sophisticated level and tone we believe the brand sets, whilst the
flm launch on Twitter, Facebook and Instagram is to appeal to
a younger perhaps more urban target market who will interact
with the Richard Nicoll brand.
Te ideal outcomes would be; increased number of global stock-
ists from popularity of the brand, larger and more diverse range
of publications to feature the brand and collections, increase in
sales proft and an increased social media presence.
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On Saturday 7th December the flm shall be launched
exclusively on Richard Nicolls 3 social media pag-
es; Twitter, Facebook and Instagram, to his follow-
ers. Te week leading up to the launch there will
be a series of tweets and posts counting down to
the event, to fully market and promote the flm
and make sure that people remember to watch
and interact with likes, retweets and comments.
Troughout the event launch at Te Savoy, there will
be media streaming and exclusive segments for his
social media pages,Vogue blog and also for Voda-
fone customers, as Vodafone sponsors the whole
event. Clips shall be of the Question and Answer
session, plus interviews with guests and behind the
scenes interviews from the fashion flm flming days.
Te aim of this is to connect with a younger target
audience who use social media daily, thus promoting
the brand and hopefully reaching out to people who
wouldnt necessarily be interested in Richard Nicoll.
Tere is also a large amount of editors, blog-
gers and journalists invited to the event, who
will perhaps feature event coverage for the
brand through publications, websites or blogs.
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Location
Te Savoy hotel in London is the location for the flm screening event. We chose this
pristigious hotel as it will provide the perfect backdrop for a formal sit down dinner, mu-
sic and flm launch. Te Savoy is renowned for their refned design, dramatic architectural
details and sparkling chandeliers which set the tone for magnifcent social events. It is on
the Strand, so is convenient for guests to access, plus there are plenty of transport options
available.
Entertainment
Te entertainment of the evening shall be provided by French model/singer Josephine
de la Baume and her band Singtank, with a set list from their debut album In Won-
der. She is a strong brand advocate for Richard Nicoll, ofen seen wearing his designs
and modelling for him. Te music will refect the sophistication of the event, and will
be more of a sof background entertainment. Tere will also be a Q&A session with
Richard Nicoll, where guests will have the opportunity to ask questions about the flm,
concept and inspirations, plus plans for his forthcoming collections and collaborations.
Te fashion flm will be showcased to guests on a white screen whilst they are seated,
Decoration
Te decor for the venue will be a balance of white tones ofset by seasonal fower centre
pieces, the fowers will add touches of colour and femininity to an otherwise clean col-
our palette. Tey have also been chosen to refect the theme of the fashion flm. Guests
will be seated around large white tables, which will be dressed formally and of a level
expected for a sophisticated up-market event. Te Savoy has a creative foral design team
who will create displays according to our vision.
Catering
Te catering shall be supplied by Michelin starred chef Tom Aitkens, who will provide
guests with a sumptuous 2 course dinner. As a touch of fun there shall be small bowls of
popcorn laid out on each table for guests to enjoy whilst they watch the flm, for a true
cinema experience. Tom Aitkens had worked with Richard Nicoll previously where he
held a collection preview evening in his Chelsea restaurant in 2012 for him. Terefore we
should be able to work out a better price point, than going to a London based catering
company.
Dress Code
Formal, which will obviously echo the mature and sophisticated evening.
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7:30pm Arrive at Venue
8:00pm Drinks and music
8:30pm Dinner
9:30pm Film Showcase
9:45pm Music
10:00pm Q&A Session, Drinks
11:00pm - Finish
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Te flm shall be sponsored by Vodafone, as they have provided fund-
ing and marketing for Richard Nicoll previously. As the whole event
will cost 12,750, it is essential to have a sponsor as the brand would
not be able to aford it without. To promote Vodafone there shall be
a small advertisement before the fashion flm, marketing Vodafons
collaborations with fashion, in particular London Fashion Week. Plus
exclusive to Vodafone customers, there shall be a competition for a
customer to win 2 tickets to the exclusive launch event.
Item Cost
Abraham Lincoln Room Hire 2,000
Catering 7,500
Drinks 2,000
Entertainment Free
Flowers/Decoration 750
Staf 500
Total Cost 12,750
*Josephine de la Baume and her band would perform for free, as she is
a good friend of Richard Nicoll. It will also be a god marketing platform
for her band, as they arent very well known in the U.K.
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Te flm features a woman on her search for femininity and col-
our through the abandonment of day to day normality and lack-
lustre clothing. Te concept is narrative based and visually por-
trays the Futurist Manifesto of Mens clothing by Giacomo Balla
from 1913. It begins with the model destroying a suit, literally
wanting to get rid of the uniformity popular in current fashion.
Te strong city architecture is featured at the start, almost nega-
tively looming upon the landscape. Te sharp contrast in loca-
tions illustrates the stripping back to nature and colour, introduc-
ing femininity through the vivid colours of nature and fowers.
Te flm could have been a lot more extreme in the abolition of
uninteresting and traditional clothing in favour of colour and fu-
turistic dynamics, however we wanted it to refect the subtlety of
the Richard Nicoll brand and ethos. Terefore we needed to cre-
ate a balance between leaving uniformity behind and stripping
back, one which would be appreciated by the brand consumer.
We found that the introduction of colour and fabrics was enough
to represent this, and the use of unusual props surrounding the
tree highlighted a stand against uniformity and social normality.
1ST DECEMBER 2013, LONDON.
London Fashion Week favourite Richard Nicoll releases second
fashion flm for SS14
Following the immediate success of the designers frst fashion flm Get Richard he has de-
cided to create another, captivating the audience with raw femininity and fowers.
FOR IMMEDIATE RELEASE
Focusing on promoting the designers brand ethos and core values, Richard Nicoll has created an
intimate and stripped back flm, focusing on the simplicity of his latest collection for Spring Sum-
mer 2014. The flm is a visual contrast to his debut and quirky flm Get Richard, instead aiming
to re-affrm the current target consumer, whilst attracting a younger demographic target market
through two exclusive launches. I really wanted to create a more mature and refned flm this
time around, the concept was purely based on my fondness of simplicity and love of subdued col-
our says designer Richard Nicoll.
The flm Femininities Future shall be launched exclusively to a handful of press, media and re-
nowned creative fgures within the fashion industry, on Friday 6th December at an event held at
the prestigious Savoy hotel, London. It shall be showcased for the very frst time at approximately
9:30pm. The following day at 3:00pm the flm shall be launched via Richard Nicolls three social
media pages; Facebook, Twitter and Instagram. Links to the pages are found at www.richardnicoll.
com.
Film maker and Curator Kathryn Ferguson commented: Femininities Future provides the viewer
with a true sense of the Richard Nicoll brand. It follows the model Georgina on a personal search
of realness, stepping away from the built up world that we so often get caught up in. I loved fol-
lowing her journey and the aesthetics are truly charming!
Known for his day-to-night versatility, Richard Nicoll is the go-to-guy for sophisticated and clas-
sic separates. With initial training in menswear, the Australian born designer provides the Lon-
don Fashion scene with wearable and affordable collections. The clothes blur the lines between
femininity and masculinity, without delving into the androgynous stereotype, instead focusing on
detail and styling.
Remember to follow Richard Nicoll on Facebook, Twitter and Instagram for exclusive coverage of
the forthcoming event and flm. For any PR enquiries please contact:
Laura Froud
laura.froud@tcs-uk.net
Tel: +44 (0) 20 7938 1010
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Film Production:
Charlotte Spencer
Concept development:
Charlotte Dobson and Charlotte Spencer
Stylist:
Charlotte Dobson
Hair and Make-up Artist:
Olivia Brandon
Model:
Georgina Gillman

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