Spring/Summer Collection 2013

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

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

Brand PositionBridge gap between high-street and designer Is distancing itself from H&M, River Island and other mass-market retailersBrand position: Premium, middle-market fashion brandPremium: Able to justify higher prices through style, quality and service

Social Media Presence

App? Microsite?

Main Competitors

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

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

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

Mobile App:‘The Personal Experience’

Extension of the virtual showroomMy Outfit: Provide customers the opportunity to mix and match the pieces from the new collectionOur stores: List of department stores. Description of the directions and facts about the local area – including tips on what to do in the areaLinked to Twitter, Facebook and InstagramLaunched simultaneously as the new collection

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

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

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 or through microsite (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