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 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 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

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 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

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