E u r o pe . . .

h a s a n e w Se c r e t

THE HAGUE UNIVERSITY OF APPLIED SCIENCES

EVENTS ORGANIZATION ASSIGNMENT 1

EUROPEAN STUDIES DEPARTMENT

Hannelene SCHILAR 10018549 Scott MORTIMORE Dounia REZZOUKI Alfonso GARZON Cindy DERONZI 10056548 10046267 10054235 10028161

TABLE OF CONTENTS Introduction ................................................................................................... 5 Part I: Problem statement............................................................................... 5

1. Analysis and description of the situation........................................................................ 5 1.1 The purpose of the event.................................................................................................. 5 1.2 Supporting facts of the purpose ....................................................................................... 6 1.3 Focus of the event............................................................................................................. 7 2. Profile of the organization that initiates the event. ........................................................ 7 2.1 General description........................................................................................................... 7 2.2 Identity of the event & brand personality. ....................................................................... 7 2.3 Victorias Secret hitherto event experience ..................................................................... 8 3. The target audience ....................................................................................................... 8 3.1 Demographic traits ........................................................................................................... 8 3.2 Psychographic traits .......................................................................................................... 9 3.3 Interests & needs of the audience .................................................................................... 9

Part II: Strategy ............................................................................................. 10

4. The general aim of the event and there three objectives. ............................................. 10 4.1 General aim or mission of the event. .......................................................................... 10 4.2 Relation brand event................................................................................................. 10 4.3 Objectives of the event ................................................................................................... 10 4.4 Competing events ........................................................................................................... 10

Part III: Planning ........................................................................................... 11

5. Activities of the Event .................................................................................................. 11 5.1 Main activities and thereby achieved objectives ............................................................ 11 5.2. Idea of the event ............................................................................................................ 12 5.3. Trick to work as a good communication tool ................................................................. 12 6. The venue ................................................................................................................... 12 6.1 Type of venue .................................................................................................................. 12 6.2 Criterion .......................................................................................................................... 12 6.3 Justification for choosing the Champs lyses ............................................................... 12

Part IV: Creative Concept & Communication ................................................. 13

7. Defination of message & slogan ................................................................................... 13 7.1. Compelling question of the event.................................................................................. 13 7.2 Message of the event...................................................................................................... 13 7.3 The slogan ...................................................................................................................... 14

Part V: Promotion & Sponsorship ................................................................. 14

8. Promotion plan ........................................................................................................... 14 8.1 The media ....................................................................................................................... 14 8.2. Press release (see appendix 1) ....................................................................................... 15 8.3. Creative concept of the invitation (see appendix 2) ...................................................... 15 9. Sponsorship ................................................................................................................ 16 9.1 Sponsors .......................................................................................................................... 16 9.2 Terms of sponsorship ...................................................................................................... 16 9.3 Model letter (see appendix 3) ........................................................................................ 17

Part VI: Analysis & Conclusion ...................................................................... 17

10. Strategical motivation................................................................................................ 17 10.1 Advantages and limitations of our event (SWOT analysis) ........................................... 17 10.2 Comparison to similar events ....................................................................................... 18 10.3 Conclusion..................................................................................................................... 18

Bibliography ................................................................................................. 19 APPENDIX ..................................................................................................... 21

APPENDIX 1: Press release .................................................................................................... 21 APPENDIX 2: The creative concept of the invitation ............................................................ 22 APPENDIX 3 : Model letter .................................................................................................... 24

Introduction
Paris is a capital with rich history and a thriving culture. One of the most prominent attributes to France and in particular Paris is fashion. High end designer creations, the newest styles, modern and historical art combined with... a creative and innovative fashion visions makes Paris an icon in the fashion industry. Europe is a style leader and prides itself on exclusivity and designer labels. The 2 most recognised designer label cities would be Milan and Paris. The French are highly brand conscious, and will save the money for the latest fashions based on the goal of looking good and having the social acceptance and recognition amongst their peers.

Part I: Problem statement

1. Analysis and description of the situation 1.1 The purpose of the event The shopping culture in Paris is thriving and consumers often travel great distances for the cities romantic scenery, architecture, art and atmosphere. The word Paris is synonymous with terms such as catwalk, fashion show and designer fashion. An event such as this combines an established social need (high end, exclusive, designer fashion) in Paris with a clothing line Victorias Secret whos grandeur is only bested by its exclusivity and sexiness. The world's most glamorous lingerie is only the beginning. Victoria's Secret is THE destination for chic women's clothing, sultry swimwear, must-have shoes and more. Being a very provocative label both the product and the event will only create demand and controversy with the more conservative residence. The public relations and publicity for the event would be huge. Sex does sell and incorporating that image into an exclusive fashion label will create the demand and thus the need for an appropriate communication tool, and in this case it is the appropriate choice.

The event is to be held on Valentines day. Saint Valentines day is an annual commemoration held on February 14 celebrating love and affection between intimate companions. The Clothing line Victorias secret is a well-established international icon for beautiful models and spicy underwear and other clothes making women feel sexy (or jealous) and makes men appreciate and stare at the aesthetically pleasing outfits. 1.2 Supporting facts of the purpose The most obvious fact, which presents itself in the form of an opportunity, is the absence of Victorias Secret products in Europe. Fashion is a progressive entity growing and evolving to style and differentiate and characterize an individual. It is often said that Europe is the style and fashion leader of the world, and Paris is highly recognized for its fashion, style, romantic setting and exclusive prices. The Victorias Secret label aligns well with the fashion conscious public who are pursuing self-actualization and social acceptance through exclusivity. Victorias Secret will be an exclusive if introduced to Europe, and what better place to create a buzz. Paris and French fashion are world famous. While in Paris, you can discover the best French fashion and a personal shopper will help you make your choice. This outlines the shopping culture related to fashion in Paris and just how serious it can be. Considering a benchmark event for this proposed event to ascertain the viability to proceed could be an underwear event. In January 21st 2009, The International underwear show in Paris 2009, 900 guests gathered this year to watch all the new models. The event was a great success1. Coupled with the potential of incorporating local design talent both with the clothing items, set design and musical talent, the event should be received with minimal protest. French fashion is setting the trend with icon brands such as Chanel, Dior, Hermes, Jean-Paul Gaultier, Louis Vuitton and Yves Saint Laurent. Many less known French fashion designers turn Paris into the fashion city of the world. Victorias Secret fashion label has not yet infiltrated the French womens fashion catalogue. It can be ordered online and shipped but it is not available in stores. The young professional women have a product-awareness but are also aware of the premium price and the availability and ease of purchase could affect purchase. According to a recent poll, 87% of the French public described lingerie as "very important to life."

1.3 Focus of the event The Victoria's Secret Fashion Show is one of the most highly anticipated fashion shows of the year. It's more than just gorgeous, long-legged models walking down the runway in lingerie; each model is adorned with feathers, glitter, and avant-garde makeup, turning every one of them into a unique, living work of art. Unfortunately, the Victoria's Secret Fashion Show is also one of the most exclusive events in the fashion industry. You don't buy tickets to attend the fashion show; you have to get invited by the organizers or the designers. The Victorias Secret label emanates sexiness and exclusivity with a presentation of fabulous, bold and exclusivity. An event in France would appeal to most young professional women and be presented to them in a spectacular way that would make it more than just a clothing label. It would be more of a theatre show that not only presents the clothing items but also brands the product differentiating it clearly from the competition. The event would align itself with the artistic presence of France (Paris) the most current fashions, the relationship essence of Valentines Day and the exclusivity of designer clothing. 2. Profile of the organization that initiates the event. 2.1 General description Victoria's Secret (VS) is a brand for woman's wear purchasing lingerie and beauty products. The company owns more than 900 stores all over the US and some in Canada. In 2009 VS reached revenue of 9.04 billion dollar for the last fiscal year. But it is not only fiscally a giant; it is also one of the 10 most known brands worldwide. Victoria's Secret is owned by the company Limited Brands. In 1982 they took over the brand. At this time, VS consisted of 4 stores and a catalogue. The initiating idea was to sale girly as well as sexy underwear in a romantic, nostalgic environment. This is still one main trait of VS. 2.2 Identity of the event & brand personality. Our event should reinforce the unique character of VS. VS is associated being sexy, elegant, fashionable, ultra feminine, pink, self-confidential, pure, romantic, colourful and of high quality. A main part of VS's identity is represented by the Angels. Those are the models who are contracted by VS for the Runway shows, the catalogue and are the spokeswomen of the brand. They form the face or the body of the brand. Current Victoria's Secret Angels are

Adriana Lima, Alessandra Ambrosio, Miranda Kerr, Doutzen Kroes, Candice Swanepoel, Erin Heatherton, Chanel Iman, Lily Aldridge, Heidi Klum and Rosie Huntington. Of Course they should take a main role in our event. 2.3 Victorias Secret hitherto event experience Generally events take a huge part in the communication mix of VS. At the annual Victoria's Secret Fashion Show the new collection is presented extraordinarily and the new Angels are introduced. Surprisingly, VS never tried to enter the European Market. Even so there have been a huge number of requests from Europeans. Online we could find a lot of debates on this topic. Consequently our starting point is about to imagine that VS would open their first store in Europe, in Paris more precisely. We assume that this opening event would be outstanding in the history of VS. 3. The target audience 3.1 Demographic traits After careful consideration we think prevent the target of our event by advertisement in the magazine Cosmopolitan. Indeed, we believe that the target audience of this womens magazine is totally the public that we want to touch for our event. Moreover, the magazine publishes many advertisements and article referring to the news of the brand Victorias Secret even if its products are not sold in Europe. Thus, our target audience includes the inhabitants of the first fifteen countries that join the European Union which means France, Italy, Luxembourg, Belgium, Germany, Spain, The Netherlands, Ireland, United Kingdom, Denmark, Greece, Portugal, Finland, Sweden and Austria. This target was chosen in an economic perspective because they are the richer European countries and therefore most able to afford the products of the brand Victorias Secret. In addition, the magazine Cosmopolitan appears in 57 countries and thus in each country selected. According to our research, the core target of the brand Victorias Secret and of the magazine Cosmopolitan seems to be the same which means women between 20 and 34

years old. This age will be our target, but will especially affect couples because our event will take place on Valentines Day. Men are a part of our target because they can buy lingerie for their girlfriend as well as women but we will focus our communication on women because they are the readers of the magazine and it is likely that they will take the initiative to register to the contest and thus to talk to their boyfriend about that. We also want that couples wishing to participate to the contest are together since more than one year, thus avoiding the involvement of ephemeral couples. Our goal is to promote the new shop of Victorias Secret and giving to our winners a memory to include in their love story in the long term. If they stay together, they will remember this fabulous Valentines Day that they spend and will associate the brand of lingerie to their memories. Certainly, we cannot verify this information but we will still provide it in our advertisements. The target group concerns young couples, students or newcomers in the working life. It is likely that couples who belong to this target have not the same income but the problem remains the same. Even if they do not have the same budget, the women need underwear and they will focus on modern and sexy lingerie even if it costs more. 3.2 Psycho graphic traits Our target has a pronounced taste for pretty things, distinguished lingerie, romance and sensuality. Both men and women, they assume them as a couple in love and claim it because they believe they are the most original, romantic and loving couple.

That is why they will try to win a place in our event. They will want something special to celebrate their Valentines Day. In terms of their lifestyle, the age difference in our target does not allow to comment on the fact if they live together or not. We simply want their relationship to last more than a year which allows to offer an unforgettable experience. 3.3 Interests & needs of the audience Like all loving couples, our target enjoys spending time together. They love to travel and are interested in the contest since it affects both of them. They want the opportunity to spend this experience together. Finally, they need to be highlighted and think they deserve this opportunity.

Part II: Strategy

4. The general aim of the event and there three objectives. 4.1 General aim or mission of the event. The Main Objective is to communicate to the maximum Percentage of Our target market the opening of the first store of Victorias secret in Europe, giving more relevance to the brand, managing that the notoriety gained for the brand with the event to be high in relation to its cost and getting the desired brand positioning in the European market. 4.2 Relation brand event. The brand is well known among the members of the target audience in Europe because of the advertising in international magazines, the reports of the parades for every new collection with famous models and in general through the influence in Europe of the American culture, where Victoria's Secret is an consolidated brand. Thats why the opening of the first store in Europe is quite an event itself, and a wellexecuted event organization can be the perfect complement for this news to be in all media in Europe. Making the brand even more desired and the store a must to visit in Paris for many members of the target. 4.3 Objectives of the event An important objective is much of Europeans to receive the news of the opening of the first Victoria's secrets store in Europe, and especially the Parisians. And try to make the event news being reported in as many media as possible. The event must convey the essential positioning values that the brand wants to have in Europe: "quality lingerie, sexy and exclusive". Create eagerness by the entrance of Victoria's Secret in the European market, and the possibility of new stores in other countries. 4.4 Competing events The central moment of the event (the opening of the store) will have a certain resemblance to a premire of a commercial film, with news coverage, curious behind a fence, and of course a pink carpet at the entrance. But the event will have many more items that will make it so unique and special that will be the type of event that every woman would like to attend.

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The amazing opportunity of a free romantic trip to Paris with your couple with a Luxury Hotel Included, ending with an entrance to the inauguration of the store and the parade of the new seasons presentation (the first in Europe) is enough motivation for most of the members of the Target Group. Below we are going to explain this in detail. Finally, the fact of join the most know romantic date (Saint Valentines Day) with the most known romantic city as time and space of the event fit perfectly with the general brand value of Victorias Secret as a lovely and romantic brand.

Part III: Planning

5. Activities of the Event 5.1 Main activities and thereby achieved objectives The opening of the shop, with an entrance like a premire, and the people attending to the event coming little by little. Once inside, they can look around in the shop a little bit, buy something if they want, and the winners of the contest can at this moment use the 150 check in VS products. Objectives achieved: N 1 (referring to media coverage) & 2. Parade of presentation of The most romantic lingerie clothes of Victorias Secret with the VSs Angels. Its a romantic, exclusive and elegant but sexy parade. The people attending are: The winners of the contest, Some stars (to attract the attention), The Media, Some people from this world (designers, fashion critics, ), some former VSs Angels, the management of the Company There will be a band playing romantic music during the whole event, and a bit more lively music during the parade. Objectives achieved: N 1, 2 and 3. Contest: (Its actually a communication tool, but its such an important part that it needs to be explained). It takes place in Europe 15. Theres an online contest in each country to decide which the winner couples are. The contestants have to send a video trying to demonstrate why they think theyre the most romantic couple in the country and deserve the trip. The number of winners of each country will be decided in base of the researches that are in process, to a total amount of 40 couples. The prize is a two-night organized romantic trip to Paris (including a hotel) and the access to the opening and the parade (including the 150 check in VS products). Objectives achieved: N 1 and 3.

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5.2. Idea of the event The whole communication and activities of the event will focus on the idea of romanticism to try to make the best of the combination Paris-S.Valentines Day. So well manage to take advantage and relate the concept of romanticism with the brand really firmly. 5.3. Trick to work as a good communication tool The sense of exclusiveness is essential in the event to meet the goal wanted by the brand of raising this perception related to it in Europe. And also the creation of an event of great importance through the correct communication, the status and fame of the attendants and the media coverage will be a crucial issue to monitor. 6. The venue 6.1 Type of venue As already mentioned above Victorias Secret is a brand that symbolizes sexiness, romanticism, fashion and elegance. The venue has to reflect those characteristics. The shops of VS are generally the best located ones, for example 5th Avenue in New York. Thus the first store in Europe should also be located extraordinarily. What could this place be for Paris? Of course it is: Champs lyses. This outstanding avenue should shelter the new VS Shop. The opening event on the 14th of February should naturally take place in the shop. The feeling of entering the VS World on a pink carpet, discovering this new elegant Flagship Store and exploring all this in the exclusive atmosphere of the Champs lyses will be unique. This is going to be specified along the following criteria: 6.2 Criterion Characteristics Proximity to customers 6.3 Justification for choosing the Champs lyses In general this location is in line with the characteristics of the brand: sexiness, romanticism, fashion and elegance. The Champs lyses are one of the main boulevards for exclusive shopping in Paris. Solvent customers as well as curious tourists will be attracted by the shop day by day. The opening event will grab the attention of people. The location is next to a lot of competitors. This is a good opportunity to find VSs positioning in the European market. On 14th February there will be no competing event. The rental costs for the shop in general are very high but achievable

Competitors

Costs

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for VS. As the event takes place in the shop, there will be no extra costs. Uniqueness The uniqueness of the events location is given through the coincidence of taking place in Paris (Love + Fashion City,), on the Champs lyses (most famous street) and in the new shop (represents a secret and a factor of novelty).

Part IV: Creative Concept & Communication

7. Definition of message & slogan The message that this event will be conveying is that fashion is individual, and there is also fashion that cannot be seen from the public eye. Underwear is for a woman an important part of feeling sexual and attractive to their partner. In love there must be a physical attraction and chic, sexy underwear can be an especially effective tease to exaggerate the feeling of love with lust. Combining Valentines Day and VS is a fashion event that can be enjoyed by couples on a special day. The slogan should reflect all the factors that sum up the essence of Victorias Secret and introduce the fact that Europe (more specifically Paris) will now stock the Victorias secret collection. The slogan should also portray aspects of the relationship because the event is scheduled on Valentines Day. It should be brief, concise and should reflect the spirit of your event in a powerful way. 7.1. Compelling question of the event The event answers the question of can you encourage attraction in relationships by empowering ones sexuality and making both parties feel good? Men could also ask: what to get my girlfriend for an intimate personal present? 7.2 Message of the event The message is one of romanticism, sexuality, relationships and empowerment. The message is an idea of relationship ideals from a stylish point of view in an exclusive setting. The message of love and romance are supported by the Paris setting and the date of

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valentines day. The fashion, style and chic aspects of VS are represented by the fashion scene in Paris, the exclusivity of the event and the introduction of the brand to Europe. The spirit of the event will be glamorous, jaw-dropping, entertaining and a feeling of importance both by being involved in the event and being with your partner on valentines day. The main thought or impression we want the audience to remember after having attended the event would be what a sight and Im in love. 7.3 The slogan Paris has a secret will be one of the slogans leading up to the event as a buzz marketing technique to act as a teaser for the media. Secret love and Spicy life of love could be just some of the slogans to go along with other communications tools such as billboards and signage. The main slogan of the event, the one that would feature as part of the actual opening event would be Reveal your secret or Rvlez votre secret

Part V: Promotion & Sponsorship

8. Promotion plan 8.1 The media Let me remind you that the opening shop will occur on February the 14th, and the romantic short trip will happen the week-end before, so from the 12th until the 13th of February. The last day for people to participate to this contest will be on January 14, so we have time to select the winners and to prepare their arrival. Thus we decided to conduct our promotion campaign between the 14th of December and the 13th of January, one month of promotion. To reach our target we plan to create a different kind of promotion: We will create online video advertising and add it in the official website of VS and in YouTube. This video will promote two things: the premire of the Victorias secret opening shop and the contest. We chose to create video advertising, because it is visual, understood easily, and more persuasive with the music, slogans, the characters (beautiful ladies inside the videos), and Its easy to understand unlike when theyre reading. We decided to include it in the website of Victorias secret, because it is the transmitter of the event and directly touch their target. We will add this video also to YouTube because we hope to create a buzz (people send videos to their friends). It will occur during the whole month of promotion.

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We will put advertising in the magazine Cosmopolitan. We chose this magazine because their target seems to be the same as Victorias secret. Their target audience is women between 20 and 34 years old, who like doing shopping, and take care of their looks. This magazine gives a lot of advice from fashion to make up. Moreover This magazine publishes many advertisements and articles referring to the news of the brand Victorias secret. Another thing which influenced our choice is that the Cosmopolitan is an international magazine and appears in 57 countries including our target countries (The EU-15). Thus, it is easier to diffuse it to the 15 countries. In this advertising, we will focus on communication to women because they are the reader of the magazine. If our target is a couple, women will transmit the information to their boyfriends. We will create posters for the event and the contest. We will paste them on the wall of the fifteen capitals and some majors city like Bordeaux, Toulouse, Marseille, Barcelona, Malaga, Valence, Milan, Naples, Venice, Hamburg, Munich, Frankfort , Manchester, Brighton , Cork, The Hague, and Rotterdam. The aim of the posters is to inform people about the opening day of VSs shop in Paris. We chose the posters because every people will see it, and speak about it, we will touch numerous of people. We will start to paste them on January the 13. We will let go in the air 200 balloons in heart shapes, filled with helium in the 15 selected European cities (a total of 3000 balloons), we will put inside of the balloons a message which explain the event, and the contest. We will release the balloons on the same day in the different countries the 14 of January. The balloons will have time to relapse down on the floor, and people could read the message before the end of the contest, we hope that this action will attract journalists and give us free publicity. 8.2. Press release (see appendix 1) 8.3. Creative concept of the invitation (see appendix 2) The creative concept of the invitation is one of exclusivity and connection. The heart shaped box will be sent wrapped up as a present to the recipient. Inside the heart shaped box, (representing love) are two keys, one for each of the guests who are in love. The keys are to be numbered and worn as entry passes to the fashion show and opening of store event. The keys themselves are fashioned out of silver and incorporate the angel wings synonymous with Victorias Secret and a heart. The keys separate the invitees from the rest in an exclusive

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fashion becoming a fashion accessory on the night gaining access to all areas of the store. Please refer to appendix 2 for concept designs and sketches. 9. Sponsorship 9.1 Sponsors Sponsors for this event are important. This is a big event and it will cost a lot of money, that is why we need help from companies, whatever the kind of assistance (financial, equipment, technology or expertise). The sponsors are : Air France which is the French flag carrier head-quartered in Tremblay (close to Paris), it is one of the worlds largest airlines. We think that it is a good idea to have them as partner because it is a company of transport. so we need it, it is a part of our event. The company Paris Limousine event which is a company of private transport. Few peoples use limousines to get around, it is quite rare and generally used by stars, famous people or for an event. Another sponsor will be the Hilton Arc de Triomphe Paris Hotel, a famous luxury hotel. Chanel is one of the famous designer , this brand has dressed a lot of famous stars. We think that these four companies are linked with our event because, they provide rare service, for specific people (rich for instance), as our event which is unique. The Cosmopolitan is a fashion magazine, whose target group is similar to VSs, thus women between the age of 20-34 years who like shopping, fashion and design. 9.2 Terms of sponsorship Air France will give us free (or -50% of the price) first class return tickets, for the 60 winners of the contest, like that we will make savings. Paris Limousine event, will borrow limousines to move the winners from their hotel until VSs outlet for the opening days. The magazine cosmopolitan, will put advertising in their magazine for an interesting price (or free), they will have the exclusivity to interview the angels, winners, staff of Victorias secret and stars. The Hilton hotel will rent us 30 rooms for a good price, and free massage for the 30 couples.

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Chanel, will dress the winners for the premire. 9.3 Model letter (see appendix 3)

Part VI: Analysis & Conclusion

10. Strategical motivation 10.1 Advantages and limitations of our event (SWOT analysis) Strengths: Uniqueness: For the first time, a lingerie brand will create a real event around Valentine's Day. Most of our competitors just released a new collection of underwear or offer discounts to customers. VS offers them the opportunity to live a unique experience. An event focused on the customers: VS creates here an event that is more focused on customers that past events which comprised the majority if not all on VIPs and media. Here, VS wants to be integrate into Europe and therefore needs to inform its future customers. The event is focused on them by offering them the opportunity to become the space of one evening, a star among stars. Two events at one weekend: This event will take place during a key day. Our choice is strategic in the sense of the opening event of the first VS in Europe will takes place on Valentines Day. In addition, the brand calls its first clients in a romantic weekend to celebrate this special day in the most romantic city in the world. Two events in one for double impact. Weaknesses: Less impressive: Unlike events that have already been produced by the brand in the U.S., this event will be much less impressive, less people. We want to respect the listed "private" event and conserve it like a chance of a probably unique opportunity for winners. A new positioning: In the U.S., VS is a brand far more provocative than romantic. We create this event by positioning VS on the romance side to adjust it to the European market. Opportunities: The new market: Our greatest opportunity is to develop the VS brand for the first time in Europe. Paris is place of choice since it is a fashion city and also a city of love. Threats:

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The competitors: The first store moved to Paris but can suffer from many competitors that have already attracted the French such as Aubade, Soleil Sucr or Assia offering a sensuality like VS. 10.2 Comparison to similar events We can say that some events already set up may look like our own event despite the fact that it differs greatly. First, we can say that many lines of lingerie offer contests or promotional offers during the Valentines Day as "Cosabella" or "Pinup Girl Clothing. Then we discovered that the French brand "Aubade" had already created an event in September 2009 very close to ours. "Aubade" is known for its commercials that teach the "Lessons of Seduction" has decided to celebrate the creation of the first hundred lessons by selling many collectors of the brand but also to offer a weekend with dinner and hotel to couples who will imagine the greatest lesson of seduction. Although the idea is close to ours, we cannot compare them because Aubade has nothing to do with Valentines Day, opening a new store or with organising a contest in Europe. 10.3 Conclusion

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Bibliography
Situation analysis: http://www.citizenside.com/en/photos/demonstrations/2009-01-21/12285/internationalunderwear-show-in-paris.html http://www.parisescapes.com/paris_shop_lingerie.html http://www.parisdigest.com/menus/fashion.htm http://www.citizenside.com/en/photos/demonstrations/2009-01-21/12285/internationalunderwear-show-in-paris.html http://www.parislogue.com/travel-tips/sexy-french-lingerie.html http://en.wikipedia.org/wiki/Valentine%27s_Day http://www.victoriassecret.com

Profile of Organization: http://www.authorstream.com/Presentation/Amal.Sanad-346439-victoria-secret-vschantelle-paris-amal-sanad-strategic-branding-vic-business-finance-ppt-powerpoint/ http://www.tuck.dartmouth.edu/cds-uploads/case-studies/pdf/6-0014.pdf

Target definition: http://www.cosmopolitan.com/ http://www.llp.armstrong.edu/reese/courses/4700/hornberger/Adfinal.html http://www.oppapers.com/essays/Cosmopolitan-Magazine-Analysis/138221 http://www.grokdotcom.com/2008/03/03/victorias-secret-marketing/ http://www.ukessays.com/essays/marketing/promotional-strategies.php

Creative concept & Communication: http://www.optimum7.com/internet-marketing/marketing/best-marketing-slogans.html http://vimeo.com/10311401 http://www.eugeneloj.com/2007/12/getting-your-ma.html

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Promotion & Sponsorship: http://corporate.airfrance.com/fr/ http://www.paris-limousine-events.com/ http://www1.hilton.com/en_US/hi/hotel/PARDTHI-Hilton-Arc-de-Triomphe-Parishotel/index.do http://en.wikipedia.org/wiki/Victoria%27s_Secret http://www.carolmcleod.net/images/Portfolio%201.jpg

Competitors: http://www.frenchlingerieshop.com/index.php?target=manufacturers&manufacturer_id =9&page=1&sl=FR#designer http://www.assialingerie.com/ http://www.soleilsucre.com/ http://aubade.com/ http://www.lingerie-slip-calecon.com/aubade-lecon-de-seduction-n%C2%B0100l%E2%80%99evenement-de-septembre-5789/ Analysis of similar events: http://www.the-lingerie-post.com/2010/01/cosabella-valentines-day-events-in-nyc-andmiami/

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APPENDIX
APPENDIX 1: Press release

GREAT OPENING OF THE FIRST VICTORIAS SECRET STORE IN EUROPE The inauguration will coincide with Saint Valentines Day and will have a Collection parade with the presence of lots of famous people from the Fashion World. Paris, France Victorias Secret just announced the eagerly awaited opening of their first store in Europe. It will be placed in Paris, in the n23 of the Champs Elysees, one of the most exclusive shopping boulevards in Europe. A store of 240 m2 that will be inaugurated the next 14th of February coinciding with the presentation of the collection The Most Romantics of VS, a compilation of the Romantic lingerie of Victorias secret of the last 4 Years. In the event will be some of the most high representatives of the fashion world, as well as many American and European famous people invited to the gala and of course the current and former Victorias Secret Angels (the Top Models with a story of collaboration with the brand). About Victorias Secret: Victoria's Secret is an American retailer of women's wear, lingerie and beauty products founded in 1977 in Ohio. Focused on make women feel attractive and beautiful and spread all around the USA and Canada, now arrives to Europe to please all the trigger European customers that missed the quality of this brand on her own continent.

Contact Information: Jonathan Mathias and Fiona Halkerston + 33 207-401-7968 press@VictoriaSecret.co.fr HEBO Events, Inc. Julian v. d. Kleijn + 31 415-512-0770 wedeservea9@hhsevents.nl

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APPENDIX 2: The creative concept of the invitation

Figure 1: Invitation concept

Figure 2: Reveal your secret (signage)

Figure 3: Invitation format

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Figure 4: signage concept

Figure 5: Entry pass key concept

Figure 6: signage concept

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APPENDIX 3 : Model letter Victorias Secret Marc Brentson 3 limited Parkway, Columbus OH 43216 USA Dear Mr. Rolland, (Director of Paris Limousine Events company) I am Natasha Reyman, charged to organize the event for Victorias secret, you probably heard about this company before; it is a famous American retailer for womens wear, lingerie and beauty product. It is a famous brand with sales surpassing $5 billion USD and an operating income of $1 billion USD in 2009. The company is also well-known for the unique fashion show they organize each year. If you have never seen it, I invite you to watch the short part of our last fashion show and a TV commercial: http://www.youtube.com/watch?v=5jOwRLLdwHM http://vsallaccess.victoriassecret.com/2010/12/01/holiday-2010-tv-commercial-extendedversion/ We have now a new project; on February 14, 2010 we are opening the first Victorias secret shop in Europe, in Paris. For this premiere we will organize a big contest which enable people to win a romantic trip. 30 couples will be chosen to have the prize, they will pass their nights in the Hilton hotel and they will have a lot of presents. Many journalists, media will follow this event in detail. We will promote this event and create buzz everybody will speak about it. As I said to you before, the winners of the contest will pass the best romantic trip of their life, and for that we need to take care of all especially of the transport, so we ask you to assist us in this event, we need limousines to transport the winners from their hotels until the outlet. It could be a good publicity for you also, because they will be a lot of journalists they will take on pictures the winners outgoing of yours limousines. Moreover your logo will be include in the advertising (posters, videos). If you are interested, please feel free to contact me, like that I could explain to you in detail what it will occur and to definite well how you will participate. We wish to thank you for your consideration and your support. Sincerely, Mrs Natasha Reyman, Directrice of event Nastasha.Reyman@business.com Tel : 06 05 71 38 39

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