Brand Presentation

ROKSANDA ILINCIC

SUMMARY OF BRAND •BORN IN SERBIA – LONDON BASED •MA WOMENSWEAR ST MARTINS PREVIOUSLY STUDIED ARCHITECHURE •SOLD IN 36 COUNTRIES •STOCKISTS: NET-A-PORTER, BROWNS,THE OUTNET,SELFRIDGES • COMBINES OLD SCHOOL CRAFTSMANSHIP WITH SILHOUTTES TO MAKE IT RELEVANT TO THE MODERN WOMAN •INSPIRED BY YVES SAINT LAURENT •COLLABORATIONS WITH WHISTLES,DEBENHAMS & MATCHES •WORN BY CELEBRITIES: KATE MIDDLETON, MICHELLE OBAMA, SAMANTHA CAMERON, BETH DITTO, KEIRA KNIGHTLEY, FLORENCE WELCH

“My things are quite romantic, but they do have an oddness of colour and proportion. I hate it if people say ‘Oh, it's so pretty!’” -Roksanda Ilincic Vogue

•Eastern European influences

•Handcrafted

•Richly dramatic evening wear/modern boudoir look

COLLECTIONS

“I have mums sharing the same dress with their daughters.” -ROKSANDA ILINCIC

“I have women in their thirties and forties who need to dress appropriately for their job. I also have fashion forward clients… what unites them is that they are all modern independent women.” -ROKSANDA ILINCIC

CONSUMER PROFILE

COMPETITORS

• LANVIN PARIS’ OLDEST FASHION HOUSE , FOUNDED BY JEANNE LANVIN 1889, ELEGANT UTTERLY WEARABLE PIECES.

• ROLAND MOURET

“master of structure and silhouette”

“utterly wearable pieces that every woman wants”

“The Amanda Wakeley woman is ageless”

“His collections often have an Indian influence”

celebrity fans; including Madonna, Kate Middleton, Keira Knightley

SWOT ANALYSIS

UK CLOTHING MARKET Hilary Monk, senior retail analyst at Mintel commented that “the clothing sector was an above average performer in 2010 but 2011 has been much more challenging for fashion retailers.”

Source- Mintel

STRENGTHS & WEAKNESSES IN UK CLOTHING MARKET 2011

•BURBERRY NOW ALLOCATE 60 % OF MARKETING

BUDGET TO DIGTIAL MEDIA ( MORE THAN 3X AVERAGE)

BRANDS/ SHOPS/PRODUCT UPGRADES •TED BAKER – SOCIAL MARKETING CAMPAIGN (HARNESS THE WORD OF MOUTH POWER OF FB) SUCCESSFULLY CONNECTING THE INSTORE EXPERIENCE/ DEDICATED FB APP/BLOGGER OUTREACH

• DEBENHAMS : VIRTUAL POP UP STORES AT UK’S MOST FAMOUS LANDMARKS

The majority of people we spoke to hadn’t heard of Roksanda Ilincic but “liked her collections”

COLLABORATIONS

COMPETITORS USE OF TECHNOLOGY

PERCEPTUAL MAP HIGH TECH

LOW TECH

QUIET LOUD

Roland Mouret

Amanda Wakeley

Roksanda Ilincic

Issa

Julien MacDonald

Mulberry

Lanvin

Gucci

Matthew Williamson

GAP: Loud, Low tech

Burberry

OUR CONCEPT

“What I’m trying to do with my designs as well, is to make the dresses that I usually make just out

of one piece of fabric, so I'm using the

whole width of the fabric and just controlling the shape with the length. Its something that I like to have as my concept.” –Roksanda Ilincic

VISUAL MERCHANDISING WITHIN THE STORE

LABEL

BAG

HANGER’S

SUMMARY OF CONCEPT

• Open up her flagship store in London –boutique style (exact location?)

• Images of her inspirations on the walls to make a personal connection and to create a story behind her brand

• The interior design will reflect her brand equation

• Workshop with the store – alteration service?

“I hope there will be many Roksanda Ilincic shops in the world!” ROKSANDA ILINICIC

• STORE LOCATION – NEW BOND STREET , LONDON • INCORPORATE HANDCRAFTED THEME THROUGHOUT STORE • ORIGAMI BIRD INSPIRED BY THE LOGO • ONLINE VIDEO – “HOW TO CREATE THE ‘ROKSANDA’ CRANE “ Our concept will create awareness for the brand without losing the designers style, whilst creating a personal connection with the consumer through the store’s handcrafted design.

YOU ARE INVITED TO CELEBRATE THE LAUNCH OF ROKSANDA ILINCIC’S FIRST STORE

OPENING FEBRUARY 9TH 2012

COST

OF A

DVER

TSIN

G

THANK YOU FOR LISTENING KATIE FORD ASHLEE BLOOM EMILY SANDERS HANNAH LANDELLS CATHERINE WELLS

“the meek will inherit the earth but they’ll never shop Roksanda Ilincic”- style.com

The Roksanda Cranes