House of Holland
VIP at the show.
S T R A T E G Y :
House of Holland is a fashion label which stands for inspiration, rooted in a variety of attitudes, cultures and mindsets throughout the UK capital. Henry Holland designs with the focus on a London aesthetic, and with this in mind, the quirky label has developed an innovative and unique strategy, making a push towards sustainable fashion.
It is clear that the fashion industry will have to change. Consumers are becoming more aware of the importance of sustainability, as excessive consumption and waste is becoming increasingly covered in mainstream media. House of Holland aims to present sustainable fashion as a far more desirable concept than it is currently.
On the 10th March 2012, House of Holland will be hosting “VIP at the Show”, an event held in The Flower Cellars, Covent Garden, London. The event will run from 7pm - 2am, with the night split into two sections. Between 7pm - 10pm, 200 celebrity guests and key industry players will be invited to attend. These guests will include celebrity friends of Henry Holland, such as Pixie Geldof, Nick Grimshaw and Alexa Chung, increasing the likelihood of heavy press coverage for the event, and therefore the brand.
House of Holland is not a conventional fashion label, and therefore rather than a conventional invitation, these guests will be sent an organic cotton slogan t-shirt, following a similar aesthetic to the designs House of Holland is known for. The guests will be informed that if they attend the event wearing the T-shirt, then a £20 donation will be made to Fashioning an Ethical Industry, a Labour Behind the Label project.
Labour Behind the Label is an organisation that is driven by a passion for education. Working with fashion students, essentially the future generation of key industry players, to provide a global overview of the garment industry, raising awareness of initiatives to improve conditions and current company practices. Fashioning an Ethical Industry is a small project, based in Bristol, and will therefore benefit substantially from the donations.
As well as the T-shirts being sent to the “VIP” guests, 500 invitations will on sale to members of the public. These will be available online three weeks prior to the event, and will cost £35. Per T-shirt, £20 will be donated to Fashioning an Ethical Industry, and £15 will go to House of Holland.
Members of the public will be encouraged to attend the event via several online platforms, including House of Holland’s blog, Twitter and Facebook page. A one minute film will be created, showing ‘the morning after the night before’; guests still dressed in the t-shirt invitations, feeling the effects from a heavy night at “VIP at the Show”. The tag line of the short film is “You’ll have a good time. We promise”, encouraging potential guests that purchasing the invitation t-shirt will guarantee them a good time. Although the focus of the film is not sustainability specifically, the footage shows the t-shirt being worn, washed, and re-used.
The specific focus of this event is not to immediately generate revenue for House of Holland. Research suggests the majority of people keep hold of promotional t-shirts and continue to wear them past their initial use, and this could therefore be seen as continuous promotion for House of Holland.
There are clear benefits for all organisations involved in “VIP at the Show”. House of Holland will receive the revenue from the sales of invitations, increased press coverage, brand awareness and most importantly association with ethical fashion. Labour Behind the Label will receive an approximate donation of £17,000 from House of Holland, as well as the possibility of personal donations from guests. The small ethical initiative will also be exposed to many key players within the fashion industry, and volunteers from Labour Behind the Label will have the opportunity to network with important “VIP” guests.
House of Holland is a fashion label which stands for inspiration, rooted in a variety of attitudes, cultures and mindsets throughout the UK capital. Henry Holland designs with the focus on a London aesthetic, and with this in mind, the quirky label has developed an innovative and unique strategy, making a push towards sustainable fashion.
It is clear that the fashion industry will have to change. Consumers are becoming more aware of the importance of sustainability, as excessive consumption and waste is becoming increasingly covered in mainstream media. House of Holland aims to present sustainable fashion as a far more desirable concept than it is currently.
On the 10th March 2012, House of Holland will be hosting “VIP at the Show”, an event held in The Flower Cellars, Covent Garden, London. The event will run from 7pm - 2am, with the night split into two sections. Between 7pm - 10pm, 200 celebrity guests and key industry players will be invited to attend. These guests will include celebrity friends of Henry Holland, such as Pixie Geldof, Nick Grimshaw and Alexa Chung, increasing the likelihood of heavy press coverage for the event, and therefore the brand.
House of Holland is not a conventional fashion label, and therefore rather than a conventional invitation, these guests will be sent an organic cotton slogan t-shirt, following a similar aesthetic to the designs House of Holland is known for. The guests will be informed that if they attend the event wearing the T-shirt, then a £20 donation will be made to Fashioning an Ethical Industry, a Labour Behind the Label project.
Labour Behind the Label is an organisation that is driven by a passion for education. Working with fashion students, essentially the future generation of key industry players, to provide a global overview of the garment industry, raising awareness of initiatives to improve conditions and current company practices. Fashioning an Ethical Industry is a small project, based in Bristol, and will therefore benefit substantially from the donations.
As well as the T-shirts being sent to the “VIP” guests, 500 invitations will on sale to members of the public. These will be available online three weeks prior to the event, and will cost £35. Per T-shirt, £20 will be donated to Fashioning an Ethical Industry, and £15 will go to House of Holland.
Members of the public will be encouraged to attend the event via several online platforms, including House of Holland’s blog, Twitter and Facebook page. A one minute film will be created, showing ‘the morning after the night before’; guests still dressed in the t-shirt invitations, feeling the effects from a heavy night at “VIP at the Show”. The tag line of the short film is “You’ll have a good time. We promise”, encouraging potential guests that purchasing the invitation t-shirt will guarantee them a good time. Although the focus of the film is not sustainability specifically, the footage shows the t-shirt being worn, washed, and re-used.
The specific focus of this event is not to immediately generate revenue for House of Holland. Research suggests the majority of people keep hold of promotional t-shirts and continue to wear them past their initial use, and this could therefore be seen as continuous promotion for House of Holland.
There are clear benefits for all organisations involved in “VIP at the Show”. House of Holland will receive the revenue from the sales of invitations, increased press coverage, brand awareness and most importantly association with ethical fashion. Labour Behind the Label will receive an approximate donation of £17,000 from House of Holland, as well as the possibility of personal donations from guests. The small ethical initiative will also be exposed to many key players within the fashion industry, and volunteers from Labour Behind the Label will have the opportunity to network with important “VIP” guests.
