FOREVER SHOES

A N G E L A H U I – 0 9 0 3 3 4 5 9 - P R E S S R E L A T I O N S - B J 3 S 0 5

INTRODUCTION

Background

- Forevershoes new shoes manufacters company

- A new line of leather shoes that will last a life time

- 60 years an average span of an adult life

- Tested by men and machines

Problem

- Last minute funding from leather supplier, which also supplies fur to the coat industry

- Lobby groups are unhappy about this.

AIMS & KEY MESSAGES

Aims

- To achieve the greatest possible impact for shoes and the company launch

- Promoting Forevershoes as being ethical and green

- Providing people with good quality and long lasting shoes

Key Messages

- £200 a pair of shoes

- Quality over Quantity

- Ethical and Green using only durable materials

- Saving on resources and materials

TARGET MEDIA

- The main target media age range is between 20 – 65+ year old

- Fashion Magazines such as; Vogue, GQ and Esquire

- We will supply to all good men’s high street clothing stores such as; Topman, River Island, H&M and Zara

- We will also supply our shoes to specialist leather shoe stores such as; Clarks, Jones Bootmakers and Samuel Windsor

PROPS, LIGHTING & BUDGET

-Lights Hire – £130

-Audio Hire - £1200

-Location Hire - £2500

-Model Hire – £500

-Photographer – £800

-Celebrity Hire - £10,000

- Security - £200

-Total estimated budget - £15,330

TOOLS USED

- Press Releases- Press Conference- AV Material, material, imagery and film shoots- Statements- Online/Social Networking- Promotions (donations)

PRESS RELEASEForevershoes

Date: 23/4/12

Contact: Angela Hui, Press Officer

Angela.hui@forevershoes.co.uk

Press passes will be available for pick-up a week before the event at Mercedes Benz Fashion week at Cromwell House, London from 5:00-6:30pm.

Forevershoes will be making its debut during London Fashion week on 15 th September 2012 at Cromwell House, London. This exciting event will feature the Spring/Summer 2013 collection from the designers at Forevershoes. Launching a new line of men’s leather shoes that will last a lifetime. The event will display the newest fashions from these anticipated collections. The fashion show begins at 8:30pm following with an after party/cocktail party starting at 10:00pm, which will be invite only.

The event is free and open to the public, but seating is limited and registration is required. Light refreshments will be served. ‘Forevershoes’ Fashion Show tickets can be reserved online at: www.forevershoes.co.uk. Sponsors of the 2012 Forevershoes London Fashion Show includes: Mercedes Benz, UK Trade and Investment, Vodafone, London Evening Standard and many more.

Forevershoes is a brand-new ethical leather shoe company based in Cardiff. Each pair of leather shoes is an ethical pair of quality leather shoes, which are sustainable and made to fit your feet in the style and colour of your choice. Our shoes are comfortable and made to last. All our shoes are completely resoleable and designed to last for many years.

To commemorate world vegetarian day and world animal day, Forevershoes will also hold a special event on 1 st October. Every purchase of Forevershoes 10% of each sale will be donated to charity.

London Fashion Week is one of the highest profile fashion events in the world and one of the ‘big four’ international catwalk influencers. London Fashion Week puts London and British Fashion firmly on the global stage.

PRESS CONFERENCE What:

Forevershoes is showcasing their very first preview collection to announce the fashion show Forevershoes at London Fashion Week. Celebrity endorsement Russell Brand will be there as a spokesperson at Cromwell House London. This conference will allow us to pitch our leather shoe campaign high end fashion magazines for advertisements, campaign magazine spreads, previews clips of our AV material and a selection of shoes designs will be shown and finally addressing any problems by releasing a statement.

When: Date(s): 17 January 2012

Times: 9.30am – 11.30am

Where: London Cromwell House - Private Invitation Only

Invitees:

British Fashion Council, Other designers/labels at London Fashion Week such as; Hugo Boss and Dolce and Gabbana etc. and all different types of media such as; Magazines like; Grazia, GQ, Vogue, Elle, Esquire, Glamour, Cosmopolitan etc., Online Fashion magazines such as; Freshnessmag, fashion 156, anothermag etc. Bloggers such as; Bryan Yambao, Susie Lau, Scott Schuman etc. Newspapers such as; London Evening Standard, Metro, Daily Mail, The Telegraph etc. High street stores such as; Topman, River Island, H&M, Zara and specialist leather shoe stores such as; Clarks, Jones Bootmakers and Samuel Windsor, Business and economics correspondents

STATEMENTForevershoes – Statement – Which will be released during the Press Conference

Our intentions were never meant to upset lobby groups with our actions in sourced funding from a leather supplier, which also supplies fur to the coat industry. We realise that we are in the wrong and this is not the best way securing funding. But please appreciate our reasons for doing so. Due to the unavailability of credit in the UK, Forevershoes has at the last minute secured this funding. We are a newly established leather shoe company and we do not have all the funding we need. We can assure you this is a on-off, to prove this. Forevershoes has decided to commemorate world vegetarian day and world animal day, by holding a special event on 1st October. With every purchase of Forevershoes 10% of each sale will be donated to World Society for the Protection of Animals (WSPA), which helps tackle animal cruelty across the globe. We care for the well being of animals and it is important to us that we are ethical and green; that is why we make sure all our materials and shoes are ethically made and resources are not wasted.

For more information about WSPA please visit: http://www.wspa.org.uk/default.aspx

AV MATERIAL, MATERIAL, IMAGERY AND FILM SHOOTS

- First previewed at the press conference

- Exclusive pictures and videos on our online social networking websites

- Full audio/visual materials will be shown during the fashion show (behind)

ONLINE/SOCIAL NETWORKING

All photo sources: Flickr.com

Month (2012)

Jan Feb Mar April May June July Aug Sept Oct

Key Event Leather farmers visit

Debuting Fashion Show at London Fashion Week

Special Promotion10% off to celebrate vegetarian and animal day

Key Campaigner/Message

Repair reputation/Address problems

Preparation Planning Book ethical celebrities; Brad Pitt and Russell Brand etc.

Celebrity photography Start Youtube/ print magazine campaign

Run through security

Sending out Invites

Media Pitch high end magazines

Launch social networking websites to circulate buzz and interest

Launch TV advert

Other 17th – 22nd

A/W ‘12/’13 London Fashion Week

5th World Environment Day

14th – 18th S/S ’12/’13 London Fashion Week

1st World Vegetarian Day/ 4th World Animal Day

Opponents/Challenges

Research competition/Meet with lobby groups/Budget

Materials Press Releases Lines to take Q&A Press packs

Finances Costings

Q&A AND DEFENSIVE BRIEFS & CRISIS MANAGEMENT PLAN -When? – The press releases and social media campaigns will be launched at the start

of year gaining maximum press, advertising and addressing any problems and then finally the fashion show will be during summer.

-Where? – The press releases, social media, vouchers and coupons can be distributed only with a purchase of a pair shoes, but the fashion shows will in the major cities such as ; Cardiff, London, Birmingham, Manchester etc.

--Q&A defences – using vegetarian celebrities to cancel any rumours and any about bad use of leather and fur supplies/men involved in testing /advertising

-Donating a sum to charities to leather and animal charities and ensuring that Forever Shoes are ethical as we save resources and materials by only making one pair, being tested by man and machines.

ETHICAL ISSUES & RISKS

- Costing too high

- Unavailability in booking celebrity or venue

- Alternative solutions

- Save some money by booking cheaper venues/celebrities

Any Questions?