W H I S T L E S{ Web Content Editor Presentation : Zoe Alexander 24 June 2011}

{ Online Promotion:}

Whistles &Frederick WilliamsA/W 2011

{Further Online Creative Ideas:}

Web Content & Video &Social Media

{Introduction:}

VisionObjectives

W H I S T L E SIntroduction {

Vision{Whistle’s website

transposes the brands cutting edge, innovative and distinct fashion pieces to the digital world. The sites groundbreaking

and ambitious design is unlike any other online fashion retailer, offering customers single click access to

the latest look books, collections, and large editorial sections of expanded products. The Whistles website anticipates customer’s needs, providing them with

rich and dynamic content, regular editorial features and social media. The brands offline ethos is translated online, showcasing its status as

a leading fashion retailer with new and dynamic transeasonal lifestyle

content.

Objectives {Transform site into a forward-thinking

and dynamic e-commerce driven site that creatively utilizes content and social media to

attract new customers. +

Create a site where customers linger, browse, shop, read, & watch

+Increase sales through monthly campaigns & weekly

editorial features+

Daily FB & Twitter updates to increase ‘re-tweets’ & ‘likes’

+Monitor keywords & analytics

for full optimization

Keywords{visibilitycontent

reputationreferrral sentiment

W H I S T L E SOnline Promotion { Whistles & Frederick Williams

{ Promote W&W collection of suits by creating a bespoke website to push the collection and drive new customers to site through incentive-based activities and rich editorial content. Create a dynamic brand story that illustrates the Whistles sensibility of effortless & fashion-forward design. Promotion will be spread across online & offline media channels to increase site traffic through referrals and competitions.}

Media Channels{

FB: invite Whistles followers to ‘check-in’ to shops on Savile

Row+ update pages daily with video&editorial content+ push collatoral events

TW: tailor updates+ tweeting to push

competiton

Print {+ Grazia/Stylist

editorial features to push campaign

Copy{Every woman needs a good suit. For A/W, Whistles have

collaborated with leading Savile Row tailor Frederick Williams. Bringing

together traditional tailoring techniques with the fashion-forward vision of

Whistles, the unique collection includes a selection of jackets, skirts and trousers using beautiful, quality

fabrics and cut.

W H I S T L E SOnline Promotion { W&W { Inspiration & MoodMOOD { ‘Whistles Studio’, modern Savile Row, a new take on the suit for a contemporary woman. Create W&W story website through editorial content

{ about town }

{ savile row isn’t an ‘old boys club’ any more}

{ timeless}

{ day to night }

{ contemporary twist on classic tailoring }

{ textures & smells }

W H I S T L E SOnline Promotion{ Website Campaign

Content{+ History of Savile

Row+ ‘Behind-the-scenes’ fashion shoot/

photographs+ How suites are made

+ Trend piece about suiting for fall+ History of suiting in fashion+ Where the fabrics are made

+ Biography on Williams+ Interviews with designers&tailors

+ ‘Street Style’ section

{ Bespoke website will promote additional campaigns and set tone for online mood for fall. Editorial content will be translated into video & all content will be promoted through digital channels & newsletter. }

Video {+ Video interviews with

designers+ Tour of Savile Row &

Fredericks studio+ Editorial video for

campaign

Media Channels{

FB: invite Whistles followers +to ‘check-in’ to shops on Savile

Row+ update pages daily with video&editorial content+ push collatoral events

TW: tailor updates+ tweeting to push

competiton

{ Landing page with dynamic media to drive traffic around page }

W H I S T L E SOnline Promotion { Whistles & Frederick Williams { Competition

{ Using website, social media & print magazines, have competition which drives traffic to site. Simple to use online campaign that customers can access on their lunch or on the move. Continue Whistles’ previous campaigns of ‘hidden gems’ or ‘treasure hunt’ and offer a similar competition to promote the W&W collaboration. }

IDEA { Whenever a customer buys an item online, they receive a ‘pattern piece’ for a jacket.

When they have purchased enough items to ‘create’ the jacket, they are entered into a draw to win a bespoke suit created for them by

Whistles&Williams.

W H I S T L E SFurther Online Creative Ideas { Webpage inspiration

Editoral Content {

+ 2-3 new editoral pieces/month+ Interviews with designers

+ Style photographs+ Feature on Whistles products - shoes,

plimsols+ Sneak peaks on future Whistle’s

collaborations and collections+ ‘200 words’ feature on things we love + ‘In the Mood’ section with styles we

are ‘feeling’+ Personalities/guest stylist

contributers

Rich Media {+ Increase video features

+ Whistles TV which customers can watch on iPhone & iPad

+ Interviews with staff & designers

{Offer the independent, modern woman a unique online experience by creating web content that reflects her reading & shopping habits. Whistles is not only fashion-forward, it is customer-forward; the brand simultaneously creates and influences shopping & reading habits. Create editorial content around certain pieces and collections. Push international web content to include all regions. Make Whistles website part of that morning routine of blog and fashion surfing before work begins (or during). }

W H I S T L E SFurther Online Creative Ideas { Web Content

{ Create Whistles Magazine to stay competitive

Technical {

+ Ensure that all content & copy is optimzed with keywords (Whistles &

campaigns)+ Place content in high click through rates+ Content placed on multiple sites lead-

ing to backliking, sharing, & more ‘liking’

W H I S T L E SFurther Online Creative Ideas { Social Media

Facebook {

+ Daily postings between peak hours 9 - 12am & 5-8pm (10pm to meet US market)

+ Create branded page+ Embed page with FB widgets

+ Discount codes+ Compelling video

+ Link to twitter account+ Daily ‘Whistles Edit’ postings on wall comprising of selected pieces. Images then placed into album for

reference+ Utilize FB to push online campaigns/

competitons/events+ Goal: Increase ‘likes’ from 200 -

15,000 within first 10 months

Twitter{

+ Daily postings between peak hours 9 - 12am & 5-8pm

+ Postings of what staff is doing, favourite items, what we are wearing

+ Push online campaigns/competi-tons/events

+ Goal: Increase followers from 3,500 to 5,000 (month 1-6)

Video{

+ Create more rich me-dia for Whistles website and social media sites

Tumblr{

+ Re-post selecte content from Whistles

website(after 6 months of

new site)

W H I S T L E S

{Whistles site is an online fashion reasource}

{Whistles lifestyle}

{ Site is edgy, confident&innovative}

{Customer-focused website}

{Increase editorial content}