Victoria Beckham Fall/ Winter 2014 Collection

Virginia Calixtro Amber Kazalbash Janie Le

Table of Contents: Background Situation Analysis S.W.O.T. Analysis Communications Problem/Opportunity Goals and Objectives Segmented Target Publics Buyer Personas Tactics and Tools Evaluation of Success Campaign Timeline References Powerpoint Presentation 3 3 4 5 5 6 7 10 18 19 20 21

Background
A modern icon in every sense, Victoria Beckham has often spent time in the limelight. Starting as a pop sensation within the British musical group, The Spice Girls, Beckham was initially exposed to the entertainment industry through touring around the world. After debuting as a model for Maria Grachvogel during London Fashion Week of 2000 and later becoming the British ambassador for Dolce and Gabbana, Beckham realized her true passion: fashion. Beckham began to dabble a bit more in the fashion industry after retiring from her music career and marrying soccer superstar David Beckham. And, while she realized that she was attached to some of the most high-profile celebrities, her hard work ethic would be the factor that establish her as a staple in the fashion industry. She designed eyewear and jeans, both of high label calibers with a simple notion of glamorizing an ensemble. She exclusively collaborated with Roberto Cavalli, acted as fashion editor for Harpers Bazaar, and launched her award winning denim label under Rock & Republic in 2006. Since then, Beckhams credibility as a designer has skyrocketed and made her one of the most serious fashion contenders in recent history. In September of 2008, Beckham debuted the Victoria Beckham label at New York Fashion Week, with a collection of spring dresses that started buzz within the industry. The prim hourglassshaped pieces with body-conscious fits in her first ready-to-wear collection instantly became a longlasting trend. The past twelve ready-to-wear collections that Beckham has designed have all been showcased at New York Fashion week, making her ideas more and more prominent within the industry. As a designer, Beckham refrained from sticking to one single trend and expanded her mission to enlighten women with her clothing. Looser silhouettes, longer lengths and softer hemlines have all become part of the brand that is Victoria Beckham. The progression of her work has only made her more reputable within the industry.

Situation Analysis
Beckhams company has grown since its inception in 2008. Legally dubbed Beckham Ventures Ltd. the fashion mogul corporation is based out of London. Its core aim is towards the production of ready-to-wear- modern luxury apparel, denim, eyewear and accessories for women. The shareholders each hold an equal 33.3% stake of the company. David Beckham, Victoria Beckham and XIXI Management UK, Ltd. share the profits evenly in thirds. In 2012, Beckham's company alone skyrocketed in turnover profits from 6.9 to 15.4 million. With a narrowly tailored brand image but the intent to spread to retail clientele, Beckhams ventures are growing at a consistent rate. She has 826K+ Facebook, 7m Twitter and 1m Instagram followers that support her and her designs. Through the NYFW F/W 2014 presentation, Beckham hopes to solidify the buying public that supports her clothing and expand past the established bounds to the mainstream working woman, trendsetter and to buyers of all department retail chains.

S.W.O.T. Analysis
Strengths: Victoria Beckham has an established following, including an existing fan base, reputable people in the industry, and famous bloggers. She has already done eleven presentations during previous fashion weeks, so people look forward to her designs every season. She has already established her name and is acknowledged a brand in the general public. Weaknesses: Beckhams collection is tailored to a very narrow target audience. It is not accessible to the general retail market shoppers. Beckhams collection is considered to be high fashion and items are expensive to the general audience. Since items are overpriced, this limits Beckhams opportunity to reach a wider cliental. Due to Beckhams collection being carried in select stores throughout the United States, the possibilities of consumers being able to purchase her items are more restricted. Opportunity: Beckham is trying to approach a larger group of followers through social media. She is not changing the price point of her collection, but realizes that this is an opportunity to expand her clientele though the use of the internet. By using social media, the campaign can show viewers Beckhams brand through her eyes as she is creating it. In the United states, the collection is already being distributed to select Neiman Marcus, Pink Label, Capitol, Live in Ten, Max, Jamie, Bergdorf Goodman, McMullen and Neapolitan stores. Beckham has the opportunity to expand the awareness of her brand, create and maintain a positive image, and create a strong relationship with her social media following with this new collection. Threats: Recently, Victoria Beckham used primarily white models in her Spring 2014 show. Naomi Campbell called out Beckham by stating that she did not use enough diverse models in her show. This situation created a buzz in many popular print publications. Beckhams image is at risk of being perceived as a racist. This recent situation could potentially harm her collections debut.

Communication Problem/Opportunity
A communication problem for Victoria Beckhams new collection is the narrowly tailored target audience. Beckhams collection is not accessible to most of the general public. People are unaware of her brand or the collections she designs. Since Beckham has a limited audience, traditional media outlets and social media tactics are underused at this point. A communication opportunity for the promotion of Victoria Beckhams new collection is through appearing on the runway of New York Fashion Week 2014. By securing a spot on the runway, Victoria Beckham can use social media tactics to promote her brand and reach a larger audience. Traditional media outlets such as print, radio, and television can be used effectively to engage, interest, and attract a broader target audience.

Goals & Objectives

Goal 1: To increase brand awareness in Fashion Industry. Objective 1: Promote Victoria Beckhams collection to traditional media outlets to increase brand awareness by January 2014. Strategy: Promote brand awareness and generate fashion community responsiveness Tactics: -Guerilla Marketing -Pitches to magazines -TV Appearance Goal 2: To increase revenue by expanding collection distribution from 35 to 40 brand distributors.. Objective 2: Expand collection distribution from 35 to 40 stores by showcasing Victoria Beckhams collection at the Mercedes Benz Fashion Week in February 2014 and securing buyers. Strategy: Secure spot in New York Spring Fashion Week Tactics: -Press Releases to print publications: -Radio -Mercedes Benz Fashion Week tie-in Goal 3: To expand brands social media presence. Objective 3: Increase social media followers on Instagram, Twitter, and Youtube by 10 percent by the end of March 2014. Strategy: Create a strong presence and relationship with online audience. Tactics: -Facebook -Instagram -Twitter -Polyvore contest - American Express (QR codes) -American Express streaming (Youtube)

Segmented Target Publics

1. Professional buyers in the fashion industry (age 25-40)The professional buyer is an integral part of both the fashion and retail industries. They decide what is currently in style, fits their store image and will sell best to their customers. The buyer keeps up with the latest trends and products from various brands and designers. Whether has a big or small clientele, retail buyers make the call on what products their respective company will carry in stores. Buyers are often attending fashion shows, trades and events. They constantly scope out what is new and what will sell. 2. Independent women (age 25-35)Regardless of their location in the US, independent women pay close attention to fashion trends. The typical independent woman is ambitious and has become successful in her area of interest. She is highly educated and works in a white collar environment that requires her to look her utmost best. An independent woman likes to go out with her girl friends, may or may not be in a relationship and spends her free time shopping. She keeps up with social media through her smart phone and loves to read blogs. 3. Bloggers/Trend setters (age 25-30)With social media spreading like wildfire, fashion has become more accessible than ever. Whether it is through Instagram, Facebook or even Twitter, those who gain fame in the blogosphere are held in high regard by the general fashion-loving population. Fashion bloggers and trend setters are every-day citizens who love pop culture and are driven to be part of the fashion industry. They are the liaison between the trends and the mainstream.

Buyer Personas
Buyer Persona #1: The Professional Buyer (Age 25-45)At 38 years old, Emma Weinberg is a womens buyer for Bloomingdales in New York City. Working for such a large retail chain, Weinberg has a great amount of responsibility on her shoulders. Although her age is a bit older than the targeted demographic, she is trendy and has an eye for fashion, giving her the advantage of detecting what appeals to the younger audience. She has the sophistication and eye to choose wearable pieces for younger and older customers. Weinberg can be found attending various fashion events to maintain good relationships and network with new clothing brands. As part of her job description, Weinberg can also be seen online keeping up with her social media outlets in order to spot what the latest trends are currently hitting the streets. Weinberg uses magazines such as V Magazine and Vogue to keep up on the latest trends. She also reads the New York Times, Hollywood Reporter and LA Times. She enjoys watching E! News along with the daily news. With fashion being such a fast-paced industry, Weinberg has moved to the city of New York to keep up with its demanding lifestyle.

Buyer Persona #2- The Independent Woman (25-35 years old)-

Haley Lee is a successful Real Estate agent in Beverly Hills, CA. She is 30 years old with a Bachelors degree in business, a minor in sociology and a real estate license in California. Haley grew up in Hollywood and gained a strong passion for fashion at a young age. Haley is a single, modern and independent woman. She is a well-educated woman and a responsible citizen. Haley is the type of woman who has a professional status to maintain and dressing up. Most of her clients are high profile celebrities and wealthy businessmen. Victoria Beckhams spring collection appeals to Haley because the apparel is classy, professional, fitted, stylish, and appropriate for business and personal wear. Haley shops at stores such as Nordstroms, Bloomingdales, Banana Republic, Express, BEBE, etc. Haley uses media outlets like Twitter, Instagram, TMZ app, Hollywood Reporter app, and magazines like Vogue, Cosmo, and Elle to keep up with the latest trends in entertainment & fashion. She enjoys listening to Kiis FM radio every morning. She also watches E! News, the Jimmy Kimmel show, and Chelsea Lately.

Buyer Persona #3- The Blogger (Trend Setter) (25-30 years old)-

Sarah De Rouge is the niece of Cond Nast heiress and US Vogues editor in chief, Anna Wintour. As a consistently involved member of the fashion community, Sarah started a blog, The It Factor, at the ripe age of 18, which documented her personal journey in the fashion industry and every experience that comes along with it. With a strategic business model behind the blog, it has become a place for trend followers to gain inspiration on a real-time basis. By living and breathing fashion, 26 year old De Rouges interaction with her 500k+ following has made her a front-row fashion week attendee. She captures high fashion with her own perspective and channels it into new trends and styles for everyone, from teens to young mothers to follow. As a trend setter, Sarah is a leading opinion maker in the community along with other bloggers such as Leandra Medine of The Man Repeller, Chiara Ferragni of The Blonde Salad and Rumi Neely of Fashion Toast. Obsessed with popular culture, De Rouge listens to the radio, watches Fashion Police and reads magazines such as Elle and Vogue. The role that these figures like Sarah play within the fashion industry helps to draw ordinary mainstream audiences into the world of fashion on a consistent basis, and bring higher fashion trends to a more approachable level. Victoria Beckhams show will be seating Sarah and other important trend setters in the front row to make these higher fashion styles a staple of the season, and spread trends to the general retail-buying population. Sarah, along with a few other fashion-blogging pioneers, has cultivated a website that drives products and innovative designs like Beckhams line straight from the runway for the rest of the world draw inspiration from.

Tactics and Tools

Print Tactics 1. Pitches to Magazines: -Vogue US: A pitch for a feature in Vogue magazine is an effective way to generate brand awareness about Victoria Beckhams Fall/Winter collection. A story and photoshoot in Vogue magazine would attract the desired target audience of independent/working women between the ages of 25-35. The story can include an interview with the designer and exclusive details on her Fall/Winter 2014/2015 collection and what styles will be trending. This magazine would appeal to the desired target audience and promote the client and the new collection. We would pitch the feature to the editor in chief of Vogue Magazine, Anna Wintour for the December Holiday 2013 issue. -Elle: A pitch for the cover of Elle magazine would increase brand awareness about Beckhams Fall/Winter collection. This cover and interview in Elle magazine would appeal to the desired target audience of bloggers/trendsetters and the general public. This story can include fashion tips, upcoming fashion trends and generate buzz about the new styles Victoria Beckhams collection has to offer. We would pitch the cover of the magazine to the editor in chief Robbie Myers for the January 2014 issue. -V Magazine: A pitch to V magazine would include a story and photo shoot of Victoria Beckham and her new Fall/Winter collection. This story would appeal to the desired target audience of professional buyers. The story would include exclusive behind the scenes details on the designer, her new collection, and details about her future appearance in Fashion week. This story would be an effective way to bring awareness of the new collection and spark the interests of buyers from the fashion industry. We would pitch the story to the editor in chief, Stephen Gan, for the November 2013 issue.

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2. Press Releases/Newspapers -Mercedes Benz Fashion Week 2014: A press release would be written to inform the press and thus the public about Victoria Beckhams new Fall/Winter 2014/2015 collection on the runway during Mercedes Benz Fashion Week. The press release would include specific dates and times of her runway display, guests and exclusive details about her new collection. This press release would be sent to the New York Times to journalist Mike Bostock in the beginning of January because he has covered past Fashion Week features. -American Express/Victoria Beckham Cross Brand Tie-In: A press release would be written to inform the public that Victoria Beckham will be partnering up with American Express in order to live stream her runway show from Fashion Week 2014. The press release would include how the brand tie-in will work and will promote the debut of the live stream video. This press release would be distributed to the LA Times towards the middle of January to journalist Joe Flint because he has covered entertainment industry articles in the past. Sending the message to the other side of the country would help boost engagement from a further distance. -Guerilla Marketing Event: A press release to the New York Times about the Guerilla Marketing event would be a great opportunity to generate buzz and increase brand awareness about Victoria Beckhams Fall/Winter 2014/2015 collection. The Guerilla Marketing event would take place on February 1st, 2014 outside of the Mercedes Benz Lincoln Center as a team of spice girls impersonators (actors) approach fashionable people and ask them Victoria Beckham trivia questions. A feature about this event would include photographs of the actors as they ask people questions. It would be covered by participants who hashtag #VBxNYFW and a video would be uploaded to Beckhams social media platforms. The feature would also include details about the drawing to win a front row seat at the fashion show and an item from Beckhams new collection. This feature would be distributed to the New York Times the first week of February to the journalist Brooks Barns because she covers entertainment/media features and articles. -Polyvore Contest Winner: A press release would be written in order to inform the public that Victoria Beckham will host a social media fashion blogger contest. The press release would include information on how to enroll, contest rules and requirements. The first of two press releases would be distributed at the end of January. The second press release would be written to announce the winner of the contest on March 17, 2014. Both press releases would be distributed to the LA Times to journalist Ellen Oliver because she covers fashion/celebrity and entertainment news. Sending these releases would help to retain a more expansive group of readers.

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Television Tactics Television Appearances -Fashion Police: A television appearance for Victoria Beckham on Fashion Police would be a great opportunity to promote her new Fall/Winter collection as the Mercedes Benz Spring Fashion Show approaches. During the show, Beckham and Joan Rivers and her team can conduct the usual fashion critique. This appearance is appropriate because it would attract in particular bloggers/trendsetters and independent women 25-35 as well. The appearance would take place in early January and would include a brief sneak peak to Victoria Beckhams new collection and create a buzz among viewers. Radio Tactics Radio -Kiis FM Morning Show 102.7 FM (Los Angeles)As the Spring Fashion Week approaches, the Kiis FM morning show with Ryan Seacrest would be a good promotional opportunity for Victoria Beckham. During the morning show, Victoria Beckham can do an interview live on the air towards the end of January. This brief interview would include descriptions of her new collection and new upcoming trends. Victoria Beckham would also answer questions from morning callers. This radio show appeals in particular to the professional buyers that are driving to work in morning traffic. The show can also appeal to other target audiences such as the bloggers and independent women of ages 25-35. -WLTW-FM 106.7 Lite FM (New York)The morning show between 5am-9am with Bronson and Christine on Lite FM 106.7 is an effective way to promote Victoria Beckhams Fall/Winter collection. As fashion week approaches in February 2014, a short interview with Beckham and about what to expect on the runway is an appropriate radio show to attract buyer professionals and working women in New York City. This radio interview would take place in the end of January 2014 as Fashion Week approaches. . -WWFS-FM 102.7 Fresh FM (New York)Fresh 102.7 FM is an appropriate radio show for Victoria Beckham to chat live on the air with radio hosts, Jim and Kim. The show includes the latest celebrity, music, and entertainment news in New York City. Beckham can promote her upcoming runway appearance for Fashion Week and give listeners exclusive details on her new Fall/Winter collection. The radio show would take place the first week of February 2014 and it would attract the general public such as bloggers/trendsetters, working women, and possibly professional buyers between the hours of 5am-9am.

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Social Media Tactics For this public relations campaign, we will utilize various social media platforms in order to garner the attention of its targeted audiences. Additionally, we will be having Victoria Beckham, American Express and Mercedes Benz use their personal social media accounts to promote the collection. Facebook: - Beckham: During the duration leading up to her fashion show in February, Beckham will post various links, pictures, updates, as well as an announcements about her upcoming contest that will allow her fan base to stay connected with her and excited to see the results of who the winners will be. Along with this, Beckham will be updating her fans with fun teasers about her guest appearances on shows such as E!s Fashion Police and her on -air interviews on the radio. With these various posts, it will leave them curious to see what she has in store for her release. Beckhams various postings will be on her official Facebook first. -American Express: Once mailing the select customers the QR codes to link them to the Victoria Beckham website to view the fashion show, American Express will also be posting on Facebook about the upcoming fashion show. In return, American Express will be able to get their name onto Beckhams website and show, allowing them to have product placement. -Contest: Beckhams upcoming contest will be posted on her personal website as well as on her Facebook, Twitter, and Instagram. By putting it on Facebook, it will allow users to share the info on their friends pages, as well as get the word out about Beckhams new collection. Twitter: -Beckham: Victoria Beckhams Twitter account will be linked with her Facebook account, in which case will allow her to easily use two platforms at once. In doing so, this will also give fans the ability to check on her status on her Facebook. Aside from that she will be posting updates about her status on how she is preparing her show. She will be connecting with bloggers and fans in real time. She will also be posting up pictures, and having her fans use the hashtags to tag Beckham. Upon her personal account Beckham will also be announcing her contest and winners. -American Express: American Express will have their Twitter linked to their personal Facebook account as well. Upon American Expresss Twitter, they also be providing links that will lead their followers to the link about Beckhams fashion show, also showcasing their logo on the show/website. -Contest: Beckhams contest will not have a personal twitter account but will be mentioned upon Beckhams personal Twitter account.

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Instagram: -Beckham: Beckhams Instagram will be posting photos of sneak peeks of her pieces, her working in the office, and even some teasers for fans to get excited about what she has to showcase. Along with this, on her account she will be announcing the contest and the rules that follow it. On the day of her show, she will be posting behind the scenes pictures and videos leading up to the show. People will be able to see, in real time, what is going on on and behind the stage.

Youtube: - Youtube will feature a link of the live stream collaboration between Beckham and American Express on its homepage. Additionally, the live stream will be on Beckhams website homepage on the day of the show. Before the actual event, a video montage for the collection will hold its place. Polyvore: - Polyvore is a popular photo collage website in which fashionistas can share how they style their favorite items. Polyvores website, participants who are looking to sign up for the contest will utilize this website to create various looks in order to compete for Beckhams prize. Winners will take the design they have created and link it onto their blog and use hashtags, such as #VBNYFW, in order to help promote this look, as well as give Beckham the chance to view their submissions. Websites: -Beckham: On her official website, Beckham will have updated information leading up to the showcase of her collection. Information about the contest and livestream will be on the website, as well as Facebook, Twitter, and Instagram links. This way, fans will have the chance to stay interactive. -American Express: Although mail about the QR codes will link the cardholders to the livestream of the show on American Expresss website, American Express will place a video montage on their website that will direct card members to the link of the livestream to watch.

Hashtags #VBNYFW #VBxAMEX #VBxPOLY: - The hashtag #VBNYFW will be used on Beckhams Facebook, Twitter, and Instragram in order for her to get her brand trending. Fans and bloggers will use these hashtags in order to help create buzz for the collection and show. Along with this, the #VBxAMEX hashtag will demonstrate the collaboration between the two brands, Beckham and American Express. For the Polyvore contest, fans will hashtag #VBxPOLY to submit their entries online and allow Beckham to view their submissions.

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Event Tie-In Victoria Beckhams Fall/Winter 2014/2015 collection will make its debut during Mercedes Benz New York Fashion Week February 6-13. This well-established event is what will draw in a large audiences, from buyers and bloggers in person, to Beckham fans streaming from home. It is a biannual event in New York City that brings together several designers and fashionistas, celebrities and publications that are hungry for new trends. It is the right kind of exposure for Beckhams collection because it is highly saturated with online and print publications, as well as bloggers and socialites. Everyone who is watching the fashion show will be able to publish their experience at the event via social media and use the hashtags #VBNYFW and #VBxAMEX. Beckham herself will also attend the presentations and parties of some of her peers. It is the culminating event in which Beckham will gain exposure, broaden her audience, and increase buyers for this collection.

Cross Brand Tie-In Victoria Beckham will partner up with American Express to live stream her runway show from the Mercedes Benz Lincoln Center during fashion week. This cross brand tie-in offers a great opportunity to reach a broader audience online. American Express would sponsor the live stream of Victoria Beckhams collection and would air it on Youtube. This cross brand tie-in would be promoted through social media such as Facebook and Twitter in mid-January as Fashion Week approaches and through QR codes distributed by American Express. This opportunity allows Beckham to promote her collection while offering American Express the chance to have product placement tied into the show Loglines The following log lines regarding Beckhams collection can be used on the internet to attract particular online users: 1. Professional Buyers What to expect-Upcoming fashion trends for Fall/Winter 2014/2015 British and European winter fashion. 2. Independent women New York Fashion week 2014 styles. Professional clothing for fall and winter. 3. Blogger/Trend Setters New styles from Mercedes Benz Fashion week for Fall/Winter 2014/2015. Fall and winter runway looks.

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QR Code QR codes will be mailed to select American Express cardholders. The demographics will include women between the ages of 25-40. The QR code will be placed in the selected mail and once these cardholders open it, they will notice that inside the packaging, there is a QR code that will link them directly to Victoria Beckhams website. On the website, it will promote her upcoming fashion show in New Yorks fashion week. In the mean time, a hype video will be posted to get viewers excited for her product and return later to view a live stream video of her collection on the day of the show.

Guerrilla Marketing Stunt The guerrilla marketing stunt would take place outside of the Mercedes Benz Lincoln Center which is in the hub of New York City. During fashion week, when fashionistas and mainstream people all join in one, a team of spice girls dressed actors will approach fashionable people and ask them Victoria Beckham trivia questions. Those who answer correctly will be put in a drawing to win a front row seat at the fashion show later that week, as well as an item from Beckhams collection. They can document this experience though social media hash tags such as #VBxNYFW or simply upload pictures of this experience and tag Beckham. A press release will also be sent out to New York times after the stunt is complete, and will give an interesting angle to its reporters regarding fashion week.

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Original Creative Element Victoria Beckham will host a social media Fashion Blogger contest after her collections debut during the month of February-March 2014. In order to enter the contest, fashion bloggers must be over 18 years old of age and will enter the contest through the Victoria Beckham official website. This contest is limited to USA contestants only with a minimum of 1K+ followers on their fashion blog. After enrolling in the contest, fashion bloggers must create looks on the popular fashion platform, Polyvore, and link posts to their blogs. Fashion looks must be original, unique, creative, and must include two items from Beckhams new collection along with additional pieces. Bloggers will be responsible to share and promote their blog and Polyvore account. The top five Fashion Bloggers with the most likes will be selected by March 13, 2014. Victoria Beckham will select only one out of the top five contestants and announce winner by March 17, 2014. The winner of this contest will receive a feature article and blog display on Victoria Beckhams official website and social media accounts. The winner will also be contacted to receive two free items of their choice from Beckhams new Fall/Winter 2014/2015 collection.

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Evaluation of Success
After setting all of these planned tactics in motion, an evaluation of the success of this campaign must be made to ensure that our efforts did not go to waste. In order to determine whether or not people were well-engaged with Beckhams collection, we will look at the aspects that reflect how much attention Beckhams collection garnered. Firstly, we will measure of listeners and ratings during the time of Beckhams interviews on the radio as well her guest appearance on E!s Fashion Police. Similarly, we will track the number scans on QR codes and views on the live stream collaboration. In social media, we will track the number of participants who entered the Polyvore contest. We will measure the number of followers, tweets likes and shares Beckham had on her personal Twitter and Facebook accounts, as well as the American Express and Mercedes Benz New York Fashion Week accounts. Beckhams business success can be analyzed by evaluating how many buyers set up a contract with her and how many stores ended up carrying Beckhams product in the U.S. When this is all done, the amount of sales of this collection will give a good indication of how effective the tactics in this campaign were.

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Campaign Timeline
October 2013 - Begin social media promotions: -Facebook, Twitter, Instagram -Official Website November 2013 -Pitch to V magazine -Continue social media promotions December 2013 -Pitch to Vogue Magazine; Holiday issue -Continue social media promotions January 2014 -Pitch to Elle Magazine; Cover issue -Press Releases: -Mercedes Benz (NY Times) -American Express/Beckham cross brand (LA Times) -Polyvore Contest Announcement (NY Times) -Television appearance: - Fashion Police -Social Media: -Promote American Express/Beckham cross brand tie-in -QR Code distribution February 2014 -Press Release: -Guerilla Marketing (NY Times) -Radio: -Kiis FM (LA) -Lite FM (NY), Fresh FM (NY) -Continue promotion on social media -Event Tie-in: -Mercedes Benz New York Fashion Week -Original Creative Event: -Polyvore Contest begins March 2014 -Press Release: -Polyvore contest announcement (LA Times) -Polyvore contest winner (LA Times) -Continue promotion on social media

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References
Amed, Imran. (2012, November 26). Business of Fashion. Retrieved from http://www.businessoffashion.com/2012/11/the-business-of-blogging-into-thegloss.html Graafland, Amber. (2011, November 30). Mirror. Retrieved from http://www.mirror.co.uk/3am/style/celebrity-fashion/how-victoria-beckham-foundsuccess-94472 InStyle. (2013, October 24) Retrieved from http://news.instyle.com/2013/10/24/victoriabeckham-style-tips/ Rosman, Katherine. (2009, September 11). The Wall Street Journal. Retrieved from http://online.wsj.com/news/articles/SB100014240529702034401045744046818838853 44 Sozzani, Franca. (2011, January 28). Vogue. Retrieved from http://www.vogue.it/en/magazine/editor-s-blog/2011/01/january-28th Vingan, Alyssa. (2013, October 29). Fashionista. Retrieved from http://fashionista.com/2013/10/naomi-campbell-calls-out-victoria-beckham-about-lackof-racial-diversity-at-hershow/?utm_source=fashionista&utm_medium=widget&utm_campaign=Popular+Posts+ Tabbed Vogue. Retrieved from http://www.vogue.com/voguepedia/Victoria_Beckham Yahoo. (2013, October 30). Retrieved from http://au.lifestyle.yahoo.com/marie-claire/allabout-you/career/article/-/19601882/naomi-campbell-to-victoria-beckham-use-moreracially-diverse-models/

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