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H&M x Victoria Beckham

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Rochelle Bulloch
Rochelle Bulloch

This document outlines a campaign for a Victoria Beckham x H&M Conscious Collection collaboration. Key points: - The campaign aims to raise awareness of the environmental impact of the fashion industry and show that sustainability can be fashionable. - Market research found consumers associate sustainability with lack of style and don't know the environmental impact of textiles. - Plans include a fashion show event, influencer marketing, social media promotion, store displays, and press coverage to promote the sustainable collection. - The collaboration and campaign aim to change perceptions of sustainable fashion and increase credibility of H&M's sustainable practices.

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H&M x Victoria Beckham
If all the world’s population were to consume at the rate of the UK, we would require the resources of 3 planets, when we only have 1 - wwf -
Second to oil, fashion is the most polluting industry in the world. This campaign aims to shed light on this issue, and through a designer collaboration, show that sustainablility can be fashionable. Victoria Beckham will collaborate with H&M’s Conscious Collection, and create a range made from post-consumer textiles and organic materials. concept overview
market research For my final campaign in university I created a campaign behind a H&M x Victoria Beckham Conscious Collection designer collaboration. The idea arose from indepth research into sustainability, and that second to oil, fashion is the most polluting industry in the world. I developed the idea through primary and secondary research. I looked into future trends around the market, consumers and retail. £100 million worth of clothing ended up in The two key problems for the sustainable fashion market are waste & negative connotations The Fashion & Textile industry is the second most polluting in the world A substancial group of consumers associate sustainability in apparel with lack of style and aesthetics 55% of the target market have stated that they do not know enough about the impact that the textile industry has on the environment “Products need to be designed in a way so they can be recycled” WGSN market trends There is a growing trend of consumers seeking to enhance their lives by actively making choices just personally, but in the wider envronment CONSCIOUS LIVING ACCOUNTABILITY The future consumer will require full transparency and accountability for statements made by brands. This is through costs, fabrics and production process. STELLA MCCARTNEY PATAGONIA LEVIS MARKS AND SPENCER H&M TKMAXX VIVIENNE WESTWOOD MONKEE GENES SELFRIDGES ASOS GREEN ROOM TIMBERLAND ZARA ADIDAS NIKE VICTORIA BECKHAM X H&M EXCLUSIVE MASS MARKET £ HIGH£ LOW RECYCLING INITIATIVE BRAND PERCEPTION MAP
product design & editorial photoshoot I researched future fashion trends and designed CAD Flats of the products within the range. These devloped from print and womenswear trends, and also, general research into Victoria Beckhams previous ranges. I gathered inspiration for an editorial photoshoot and organised this in a studio with a photographer, hair & make up artist. I directed and styled this shoot. product design editorial photoshoot product design inspiration editorial photoshoot inspiration
campaign planning Having objectives for a promotional campaign is crucial in order to measure the success rate. I also created a campaign timeline and media plan. - To make people aware and create interest in the collection - To make people aware of the impact the textile industry has on the environment - To increase brand awareness and enhance brand equity - To provide credibility to an already existing business model and process - To change the negative perception some people have of H&M with regards to sustainability - To change the perception that sustainable fashion is boring and unwearable - To gain positive coverage from the media - To reach an optimised number of potential purchasers awareness: brand building: change mindset: media attention MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER COLLABORATION ANNOUNCED influencer marketing COLLECTION L A U N C HFASHION SHOW launch event vb mayfair, lookbook launched interview with victoria beckham collection preview second exclusive preview influencer marketing sm Q+a with vb editorial images 12TH MAY 10TH NOV 20TH OCT 2017 timeline
influencer marketing Promotional activity - Influencer marketing, bloggers. 92% of consumers have said they trust recommendations from other people over content created by brands. on my way to #VBHM runway show in London. Blog post to follow shortly! @hm @victoriabeckham amazing! Can’t wait Audrey, have a great night xx gregusta wish I was there! you look great, enjoy x VICTORIA BECKHAM MEETS H&M OCTOBER 29, 2017 / LONDON H&M and Victoria Beckham invites you to an exclusive viewing to celebrate the launch of the Victoria Beckham x H&M Conscious CollectionThursday 20th October 2017 6pm arrival, 7pm show start 36 Dover Street, London W1S 4NHStrictly Invitation Only Imagine my surprise when I received an invitation for the runway show of Victoria Beckham’s newest collaboration with H&M. Not only is Victoria a woman I have long admired, but also H&M never fail to host an amazing night! The show was nothing short of perfection, pattern mixing, classic cuts and Victoria Beckham’s style on everything. If you guys follow me on Instagram, no doubt you will have seen some exclusive snaps of the night! Fashion for me, has never been about what is best for the environment, but how naive was I. I couldn’t recommend enough to visit the exhibition atVictoria Beckham’s Dover Street store, to not only view the collection before the launch, but also to gain an insight into how each garment has been made. I for one will definitely question where products have been made before purhcasing in the near future! It is so important for the
Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’ The below shows an event invite design, a 3D mock up of the exhibition and Snapchat and Periscope both being used at the event. experiential marketing Save the date... Thursday 20th October 2017 36 Dover Street, London W1S 4NH Arrival time 6pm Runway show begins 7pm Show time! x vb X Say something... 2K
Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’ experiential marketing #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM ‘Mixing designer, high street and sustainable fashion, what a combination!’ RAF SIMONS MACRO TREND: PATTERN MIXING ‘What a night! And for such a good cause’ SARAH JESSICA PARKER MARIO TESTINO WAS SPOTTED PHOTOGRAPHING THE ENTIRE THING. INSTAGRAM? @MARIOTESTINO MICRO TREND: GEOMETRICS ‘”Tonight marks a change in the fashion industry and has really opened my eyes to the true cost of fast fashion!’ WEWOREWHAT CHARLOTTE TILBURY WAS BACKSTAGE PREPPING AND MAKING UP THE MODELS LILITH BUSSFELD OF VOGUE MAGAZINE LED THE PRESS CONFERENCE WITH VICTORIA BECKHAM @WEWOREWHAT @HEIDIKLUM @HM THE FASHION SHOW and the after-party... VISIT THE EXHIBITION AT DOVER STREET, LONDON UNTIL 10TH NOVEMBER 2017 #VBHM SPOTTED: BEFRASSY VIEW THE RUNWAY SHOW IMAGES ON PINTEREST BOARD ‘VB DOES H&M CONSCIOUS’ ‘We’re overwhelmed to be at such an exclusive event! All because of Laura’s Pinterest creative skills, a once in a lifetime opportunity’ PINTEREST WINNERS LAURA & ELLIE FROM CARDIFF PERISCOPE STREAMED LIVE FROM THE EVENT, WITH SNAPCHATTERS ALSO GETTING BEHIND THE SCENES SHOTS OF THE NIGHT ‘I’m so proud of Victoria, she has worked so hard, non stop!’ EVA LONGORIA THE SCHEDULE Guests arrived at the Dover Street store, greeted to canapes and champagne. When everyone was seated, Victoria Beckham introduced her collection for H&M Conscious. The runway show began. After the show finished, a press conference was held with Victoria Beckham and Kristina Stenvinkel (Head of Communications) and Camilla Emilsson Falk (Head of Media Relations). Guests were welcomed to the exhibition space on the first floor. The collection was presented in glass boxes, with details about the sustainability and videos of how the products were made were shown on digital screens alongside each garment. 8.30PM 7PM NAOMI CAMPBELL WALKED THE RUNWAY SHOW ALONGSIDE HEIDI KLUM 6PM 8PM
social media I created a social media marketing plan for this campaign. This included Facebook, Twitter, Instagram, Snapchat, Periscope and Pinterest. Image and Video content on average receives a 63% boost in engagement. The website also included a homepage takeover for the collection on both H&M and Victoria Beckham’s own site. In the studio today shooting my #VBHM collection! Available in selected H&M stores and online on 10th November. x vb H & M C O N S C I O U S #VBHM collection launches AW17 x vb H&M CONSCIOUS Sustainability meets high fashion.A designer collection for H&M made from recycled and organic material. Eco-fashion never looked so good. SHOP NOW
press release Press releases and media packs were created to be sent to members of the press and bloggers. Research shows that tangible press packs have an engagement rate 74% higher than digital kits. Due to the sustainability factor of this collection, the press pack is made from 100% recycled materials. Magazine advertisements included a digital interactive VR feature to embrace digtial trends. 65% of the target market of this collection engaged more to interactive content over static image and text.
in-store Visual merchandising instore reflects Victoria Beckham’s retail space. 7 in 10 consumers have said they look at visual merchandising for inspiration for an outfit, with 9 in 10 claiming they have previously bought an item which they would not have necessarily if it had not been displayed as a complete look. Bodymetric scanners are used to embrace future retail trends, with shoppers being able to virtually try on garments linking to the app.
window display In the age of radical transparency, brands are discovering that achieving financial success today depends on delivering accountability along with goods and services. The accountability campaign provides credibility to the already existing H&M value chain, through the window display. This is changed 3 weeks prior to the launch, with experimentation in the form of interactivity with consumers. The display breaks up the value chain into stages. With each stage, there is a TV screen with a 30 second video explaining about the sustainable aspect of that step in the process. The entire display shows the garment being made through the stages. DESIGN CUSTOMER RECYCLE MATERIAL FABRIC PROCESSING & GARMENT PRODUCTION TRANSPORT SALESSALES DESIGN MATERIAL FABRIC GARMENT TRANSPORT SALES CUSTOMER RECYCLE
exhibition stand For my final exhibition I presented my campaign. This was an opportunity to showcase the work I had done from product development to execution. Here I included; a dress from the collection with bespoke care labels, swingtags and hangers. Methods of promotion - Press Pack, Magazine, Influencer marketing, Fashion Show, Exhibition, Social Media, Website, Digital Outdoor, In Store, Window Display, App, Staff uniform - tshirt and lanyard.

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H&M x Victoria Beckham

  • 2. If all the world’s population were to consume at the rate of the UK, we would require the resources of 3 planets, when we only have 1 - wwf -
  • 3. Second to oil, fashion is the most polluting industry in the world. This campaign aims to shed light on this issue, and through a designer collaboration, show that sustainablility can be fashionable. Victoria Beckham will collaborate with H&M’s Conscious Collection, and create a range made from post-consumer textiles and organic materials. concept overview
  • 4. market research For my final campaign in university I created a campaign behind a H&M x Victoria Beckham Conscious Collection designer collaboration. The idea arose from indepth research into sustainability, and that second to oil, fashion is the most polluting industry in the world. I developed the idea through primary and secondary research. I looked into future trends around the market, consumers and retail. £100 million worth of clothing ended up in The two key problems for the sustainable fashion market are waste & negative connotations The Fashion & Textile industry is the second most polluting in the world A substancial group of consumers associate sustainability in apparel with lack of style and aesthetics 55% of the target market have stated that they do not know enough about the impact that the textile industry has on the environment “Products need to be designed in a way so they can be recycled” WGSN market trends There is a growing trend of consumers seeking to enhance their lives by actively making choices just personally, but in the wider envronment CONSCIOUS LIVING ACCOUNTABILITY The future consumer will require full transparency and accountability for statements made by brands. This is through costs, fabrics and production process. STELLA MCCARTNEY PATAGONIA LEVIS MARKS AND SPENCER H&M TKMAXX VIVIENNE WESTWOOD MONKEE GENES SELFRIDGES ASOS GREEN ROOM TIMBERLAND ZARA ADIDAS NIKE VICTORIA BECKHAM X H&M EXCLUSIVE MASS MARKET £ HIGH£ LOW RECYCLING INITIATIVE BRAND PERCEPTION MAP
  • 5. product design & editorial photoshoot I researched future fashion trends and designed CAD Flats of the products within the range. These devloped from print and womenswear trends, and also, general research into Victoria Beckhams previous ranges. I gathered inspiration for an editorial photoshoot and organised this in a studio with a photographer, hair & make up artist. I directed and styled this shoot. product design editorial photoshoot product design inspiration editorial photoshoot inspiration
  • 6. campaign planning Having objectives for a promotional campaign is crucial in order to measure the success rate. I also created a campaign timeline and media plan. - To make people aware and create interest in the collection - To make people aware of the impact the textile industry has on the environment - To increase brand awareness and enhance brand equity - To provide credibility to an already existing business model and process - To change the negative perception some people have of H&M with regards to sustainability - To change the perception that sustainable fashion is boring and unwearable - To gain positive coverage from the media - To reach an optimised number of potential purchasers awareness: brand building: change mindset: media attention MAY JUNE JULY AUGUST SEPTEMBER OCTOBER NOVEMBER COLLABORATION ANNOUNCED influencer marketing COLLECTION L A U N C HFASHION SHOW launch event vb mayfair, lookbook launched interview with victoria beckham collection preview second exclusive preview influencer marketing sm Q+a with vb editorial images 12TH MAY 10TH NOV 20TH OCT 2017 timeline
  • 7. influencer marketing Promotional activity - Influencer marketing, bloggers. 92% of consumers have said they trust recommendations from other people over content created by brands. on my way to #VBHM runway show in London. Blog post to follow shortly! @hm @victoriabeckham amazing! Can’t wait Audrey, have a great night xx gregusta wish I was there! you look great, enjoy x VICTORIA BECKHAM MEETS H&M OCTOBER 29, 2017 / LONDON H&M and Victoria Beckham invites you to an exclusive viewing to celebrate the launch of the Victoria Beckham x H&M Conscious CollectionThursday 20th October 2017 6pm arrival, 7pm show start 36 Dover Street, London W1S 4NHStrictly Invitation Only Imagine my surprise when I received an invitation for the runway show of Victoria Beckham’s newest collaboration with H&M. Not only is Victoria a woman I have long admired, but also H&M never fail to host an amazing night! The show was nothing short of perfection, pattern mixing, classic cuts and Victoria Beckham’s style on everything. If you guys follow me on Instagram, no doubt you will have seen some exclusive snaps of the night! Fashion for me, has never been about what is best for the environment, but how naive was I. I couldn’t recommend enough to visit the exhibition atVictoria Beckham’s Dover Street store, to not only view the collection before the launch, but also to gain an insight into how each garment has been made. I for one will definitely question where products have been made before purhcasing in the near future! It is so important for the
  • 8. Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’ The below shows an event invite design, a 3D mock up of the exhibition and Snapchat and Periscope both being used at the event. experiential marketing Save the date... Thursday 20th October 2017 36 Dover Street, London W1S 4NH Arrival time 6pm Runway show begins 7pm Show time! x vb X Say something... 2K
  • 9. Fashion Show - An exclusive runway performance, press conference and exhibition to display the collection. ‘People would rather tell others about something they have done than about something they have got’ experiential marketing #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM #VBHM ‘Mixing designer, high street and sustainable fashion, what a combination!’ RAF SIMONS MACRO TREND: PATTERN MIXING ‘What a night! And for such a good cause’ SARAH JESSICA PARKER MARIO TESTINO WAS SPOTTED PHOTOGRAPHING THE ENTIRE THING. INSTAGRAM? @MARIOTESTINO MICRO TREND: GEOMETRICS ‘”Tonight marks a change in the fashion industry and has really opened my eyes to the true cost of fast fashion!’ WEWOREWHAT CHARLOTTE TILBURY WAS BACKSTAGE PREPPING AND MAKING UP THE MODELS LILITH BUSSFELD OF VOGUE MAGAZINE LED THE PRESS CONFERENCE WITH VICTORIA BECKHAM @WEWOREWHAT @HEIDIKLUM @HM THE FASHION SHOW and the after-party... VISIT THE EXHIBITION AT DOVER STREET, LONDON UNTIL 10TH NOVEMBER 2017 #VBHM SPOTTED: BEFRASSY VIEW THE RUNWAY SHOW IMAGES ON PINTEREST BOARD ‘VB DOES H&M CONSCIOUS’ ‘We’re overwhelmed to be at such an exclusive event! All because of Laura’s Pinterest creative skills, a once in a lifetime opportunity’ PINTEREST WINNERS LAURA & ELLIE FROM CARDIFF PERISCOPE STREAMED LIVE FROM THE EVENT, WITH SNAPCHATTERS ALSO GETTING BEHIND THE SCENES SHOTS OF THE NIGHT ‘I’m so proud of Victoria, she has worked so hard, non stop!’ EVA LONGORIA THE SCHEDULE Guests arrived at the Dover Street store, greeted to canapes and champagne. When everyone was seated, Victoria Beckham introduced her collection for H&M Conscious. The runway show began. After the show finished, a press conference was held with Victoria Beckham and Kristina Stenvinkel (Head of Communications) and Camilla Emilsson Falk (Head of Media Relations). Guests were welcomed to the exhibition space on the first floor. The collection was presented in glass boxes, with details about the sustainability and videos of how the products were made were shown on digital screens alongside each garment. 8.30PM 7PM NAOMI CAMPBELL WALKED THE RUNWAY SHOW ALONGSIDE HEIDI KLUM 6PM 8PM
  • 10. social media I created a social media marketing plan for this campaign. This included Facebook, Twitter, Instagram, Snapchat, Periscope and Pinterest. Image and Video content on average receives a 63% boost in engagement. The website also included a homepage takeover for the collection on both H&M and Victoria Beckham’s own site. In the studio today shooting my #VBHM collection! Available in selected H&M stores and online on 10th November. x vb H & M C O N S C I O U S #VBHM collection launches AW17 x vb H&M CONSCIOUS Sustainability meets high fashion.A designer collection for H&M made from recycled and organic material. Eco-fashion never looked so good. SHOP NOW
  • 11. press release Press releases and media packs were created to be sent to members of the press and bloggers. Research shows that tangible press packs have an engagement rate 74% higher than digital kits. Due to the sustainability factor of this collection, the press pack is made from 100% recycled materials. Magazine advertisements included a digital interactive VR feature to embrace digtial trends. 65% of the target market of this collection engaged more to interactive content over static image and text.
  • 12. in-store Visual merchandising instore reflects Victoria Beckham’s retail space. 7 in 10 consumers have said they look at visual merchandising for inspiration for an outfit, with 9 in 10 claiming they have previously bought an item which they would not have necessarily if it had not been displayed as a complete look. Bodymetric scanners are used to embrace future retail trends, with shoppers being able to virtually try on garments linking to the app.
  • 13. window display In the age of radical transparency, brands are discovering that achieving financial success today depends on delivering accountability along with goods and services. The accountability campaign provides credibility to the already existing H&M value chain, through the window display. This is changed 3 weeks prior to the launch, with experimentation in the form of interactivity with consumers. The display breaks up the value chain into stages. With each stage, there is a TV screen with a 30 second video explaining about the sustainable aspect of that step in the process. The entire display shows the garment being made through the stages. DESIGN CUSTOMER RECYCLE MATERIAL FABRIC PROCESSING & GARMENT PRODUCTION TRANSPORT SALESSALES DESIGN MATERIAL FABRIC GARMENT TRANSPORT SALES CUSTOMER RECYCLE
  • 14. exhibition stand For my final exhibition I presented my campaign. This was an opportunity to showcase the work I had done from product development to execution. Here I included; a dress from the collection with bespoke care labels, swingtags and hangers. Methods of promotion - Press Pack, Magazine, Influencer marketing, Fashion Show, Exhibition, Social Media, Website, Digital Outdoor, In Store, Window Display, App, Staff uniform - tshirt and lanyard.