Spring/Summer Collection 2013

1. Spring/Summer Collection 2013

2. About Whistles • Reposition in the fashion industry • CEO Jane Shepherdson • Aesthetic: Progressively assembled as a recognised, high-valued brand • Pared-down minimalistic style, sleek youthfulness and soft tailored details

3. The Whistles Woman • Urban and elegant • Age: Between 20-50 • Effortless, dignified fashion style • Postgraduate student or professional • Outgrown high street mass-markets • Want to purchase sophisticated, long-term investment pieces • Look for great design, with a little edginess

4. Brand Position Bridge gap between high-street and designer Is distancing itself from H&M, River Island and other mass-market retailers Brand position: Premium, middle-market fashion brand Premium: Able to justify higher prices through style, quality and service

5. Social Media Presence App? Microsite?

6. Main Competitors

7. The SS 2013 Collection • Classical style with a modern twist • Tells a story through design, fabric and colour • Cocktail dresses in vibrant prints, tailored sportswear pieces and cool suiting • Pieces can be crossed over and merged • Mix the traditional British style with the innovative and modern style of Whistles

8. Instagram Sneak-Peaks • Photos showing the planning, creation and exclusive details of the new collection • Followers will take part in the journey of launching a collection • Must update on a regular basis (preferably once a day) • Engage followers: Ask questions and give quick responses • Show the brand value: Precise tailoring and quality fabrics

9. Whistles Virtual Showroom • Microsite: Expose the entire collection in a visual and interactive way • Short, virtual clips of models wearing pieces from collection • Interaction through sidebar Twitter application • Assemble launching and promotional ideas • Used to give an in-depth presentation of the collection • Generate awareness and engagement

10. Mobile App:‘The Personal Experience’ Extension of the virtual showroom My Outfit: Provide customers the opportunity to mix and match the pieces from the new collection Our stores: List of department stores. Description of the directions and facts about the local area – including tips on what to do in the area Linked to Twitter, Facebook and Instagram Launched simultaneously as the new collection

11. Celebrity Endorser: Lily Collins • Typical Whistles woman: Stylish, creative and smart • Appealing to the younger part of the target audience • Daughter of Phil Collins: Represent the classical, but edgier part of British heritage • Two upcoming premieres in May and June – create additional attention • Press photos showing cultural British treasures • Participate in pre-launch, launch and additional interviews and press appearances • Featured in Fashion Magazines and the fashion sections of traditional newspapers

12. Exclusive Pre-Launch Event • Exclusive offer for loyal customers and supporters of Whistles, and media representatives • Venue: Leonard Hotel or the Dorchester in London • Traditional English Theme: Afternoon tea, fish’n’chips and Pimm’s • Creative mix: Use real models to present the collection instead of having the pieces on racks • Pictures from the event will be published after the launch on Facebook and Pinterest + on microsite

13. Bloggerish Styling Challenge • Style contest: Ten of the most influential fashion bloggers will be asked to style an outfit from the new collection • Examples: UK’s Bip Ling and Sweden’s Carolina Engman • Outfits will be distributed in ten different stores across the country • Customer decide: Vote using QR-code in store orthroughmicrosite (where all contributions will be featured) • Blog winner and selected customer will part-take in shopping spree in one of your stores • Buzz on national and international media distributions + on participating blogs