FASHION

COLLABORATION

FASHION PROMOTION & PR | BY VU NHAT LINH TRINH | WORD COUNT: 2523

About the collaboration

Excutive Summary
Ader Error and Gentle Monster, two South Korean fashion brands, will collaborate
to create a collection of eyewear. One of the collection's notable aspects is its
gender-neutral design. This approach is a welcome break from the industry's
typical gender-specific marketing of fashion goods, and it reflects a rising trend
toward inclusion and diversity (Tynes, 2022). Ader Error and Gentle Monster are
encouraging an inclusive and embracing culture that promotes self-expression by
designing a collection that is not based on gender norms.

This eyewear collection will feature the concept of space, as Ader Error’s stores
in Korea are all space-themed (Ader Error, n.d) and Gentle Monster is known for
being innovative and futuristic (Bonacic, 2020) thus, this concept would fit
perfectly for the collaboration between the two brands. This eyewear collection
will also be sustainable as the eyewear will be produced using environmentally
friendly materials. This approach is consistent with Ader's dedication to
sustainability (Eng Concept, n.d) and presents Gentle Monster as a sustainable )
nster , 2021
(Gentle Mo
fashion choice in the eyes of consumers. This collection will feature 5 sunglasses
and 5 glasses. The colors of the design are blue, red, green, cream, grey and black,
which are based on the colors of the planets. There will also be a blue case for the
sunglasses and glasses, as blue is Ader Error’s signature color. The color of the
designs highlights Ader Error's use of primary colors as well as basic colors like
black and cream. Gentle Monster is renowned for challenging traditional eyewear (Ader
Error
, n.d)
design and this collection is guaranteed to turn heads as it will be creative,
innovative, and distinctive. There will also be a special key chain for the first 25
people who purchase the collection in each of the pop-up stores. This eyewear
collection is set to have products ranging from 160 Pound Sterling to 220 Pound
Sterling. The launch date will be on the 1st of June. In addition, there will also be

x
a hashtag #GentleMonsterxAderError that will be used for this campaign and
displayed across all social media platforms that Gentle Monster and Ader Error
are active on.
Examining the strengths, weakness, threats & opportunities of the collaboration

Situation Analysis
Strengths Weaknesses

Ader Error’s presence is not strong on any other platforms besides

Both brands have a strong following of young consumers.
Instagram
Ader Error has strong marketing tactics on instagram which could help
There will not be a variety of colors of sunglasses/glasses to choose
Gentle Monster to improve their engagement on instagram
from, because each style is one specific color and this may limit
Having the collaboration available for purchase online and offline
customers’ choices.
makes this collection become easily accessible worldwide.
Potential customers might be limited due to the eyewear's distinctive
and unique style, which might not be appealing to a wider market.

Opportunities Threats
Expanding their customer base by attracting fans of both brands
This collaboration is a chance for Gentle Monster to gain more attention
from environmentally conscious consumers. As the eyewear industry has become extremely competitive, it may be
Ader Error can increase brand awareness and expand its consumer base difficult for this collaboration to draw in new consumers.
because it is collaborating with a well-known eyewear brand. The collection could be quite pricey, which might restrict its appeal to
The rising preference for environmental consciousness and inclusive buyers who prefer affordability.
fashion provides a chance for collaboration to break into an expanding The appeal of the collaboration collection could be affected due to
market sector. shifts in consumer trends and tastes.
This collaboration could establish a ground-breaking eyewear collection
that stands out in the competitive fashion sector by merging the two
brand’s expertise in design and technology.
 Aims and Objectives

Aim
TThe main aim of this collaboration is to create an eco-friendly eyewear collection that anyone could wear regardless of their
gender to promote sustainability, inclusivity and self-expression in the fashion industry.

Objectives
1. Increase awareness and sales of Ader Error by 5% in Asian countries (besides korea) and for Gentle Monster in European countries.

2. Increase Gentle Monster’s instagram story and post engagement by 10%

3. Increase 10% followers for Ader Error’s official instagram account

4. Promote community engagement by using the hashtag #GentleMonsterxAderError through all social media platforms

5. Reach over 2,000 people using the instagram filter during the first month of the collection launch

6. Increase Ader Error’s awareness on Tik Tok by 10%

7. Increase newsletter subscribers of Gentle Monster and Ader Error’s official mailing list by 20% from February to June.
Target Market

Any gender, ages from 18-35

Middle to upper class
Willing to spend on quality
Active social media users that likes to share their
fashion styles with others
Fashion-forward people who are environmentaly-
consious
Enjoys buying statement eyewear
Values innovation, unique and creative designs
Creative, bold, experimental, and are not afraid to
stand out from the crowd
February -June 2023

Timeline

FEBRUARY MARCH APRIL MAY JUNE

Production of the Finalising the Releasing teasers of Announcement of the Product launched
collaboration collaboration the collaboration collaboration through the online on both brand’s
photoshoot and video photoshoot and video across all social press release and on all official websites on
Begin working with video media platforms social media platforms the 1st
journalists to secure Releasing some Releasing the Instagram AR Announce the pop-up
coverage in photos from the filters event on the 5th
publications and drop campaign across all Sending influencers the Pop-up event in 5
a few hints about the social media collection to promote on cities on the 10th
partnership. platforms TikTok and Instagram (London, New York,
Creating the Full photoshoots posted Seoul, Singapore,
Instagram AR filters on both of the brand’s Beijing)
official websites
Full video posted on all
social media platforms
CAMPAIGN
TACTICS
Tactic No.1

Promotional Video + Photoshoot

To advertise and build excitement for the launch of the collaboration, a

conceptual short film will be made. A teaser film campaign will run from
April 2023 through the end of May 2023. The teaser campaign will consist of
3 videos that will be scattered every two weeks throughout the social media
platforms of both brands. The 10-second videos will be made available
twice a week to maintain the tease marketing strategy and maintain viewer
interest. The clips will include:

Showing many planets rotating around each other

Showing a 3D model of 3 eyewear pieces with a robot making it
Showing a planet that is inspired by a 3D model of one eyewear piece

These short clips will be posted on the official websites and social media
platforms of Gentle Monster and Ader Error.

The full-length film collaboration will be 1 minute, It will be split into two
parts so each part is 30 seconds so viewers will not be bored watching it.
The videos will be published on the launch date of the collaboration on
June 1st. It will be available on both of the brand's websites and social
media accounts. The film and teaser will serve as a clear and effective point
of sale, drawing an engaged crowd and building excitement for this
collaboration.
Tactic No.1

Promotional Video + Photoshoot

The photo shoot will be the concept of space.

There will be a total of 15 photos in the
'Intospace' (2021)

campaign.

5 photos will show groups of models wearing

sunglasses/glasses while sitting on chairs or
lying down on beds, on the planets. The other Kempski. (2019) 'Valentino Space Land'
Kempski. (2019) 'Valentino Space Land'
10 photos will have individual models wearing
sunglasses/glasses while posing like they are
floating on the planets. The photos will have a
planet in the backdrop and the eyewear piece
'Intospace' (2021)
that is inspired by that planet’s color. The
models will also be dressed in Ader’s clothing to
help Ader gain more brand awareness.

This photo shoot campaign will be released on

the launch date as well.
 Instagram AR Filter

Both Gentle Monster and Ader Error will each create an Instagram AR (augmented reality) filter. The
filter will include features like every tap, you get to try on different eyewear pieces from the
collaboration collection. Each brand will show five different eyewear from the collection and have
different color themes based on the eyewear piece and display the hashtag
#GentleMonsterxAderError. This filter experience allows consumers to try on the glasses virtually
and potentially drive sales.

Having the collection filter spread out between both brands will encourage people to go onto each
of the brand’s Instagram accounts to find out more about the rest of the collection.

Adweek. (2017) 'A person using instagram's sunglasses filter '

Tactic No.3

Newsletter Subscription

Individuals who subscribe to the mailing lists of either of the two brands will get a monthly
email message that previews the upcoming collaboration. Important statements and
visuals from the photoshoot and conceptual film will be included in the email to build
excitement and anticipation for the release.

The newsletters will also feature an interactive countdown to the collaboration's launch
date in order to to keep the readers engaged. Due to the sense of urgency created,
subscribers will be motivated to plan ahead and be ready to purchase the collection when
it becomes available. The email will also offer updates on the collaboration's progress, Sign Up for the latest updates of the
including sneak peeks of some of the eyewear in the collection and behind-the-scenes look. Gentle Monster x Ader Error collaboration

Subscriptions will become more personal and subscribers will continue to be interested in
the collaboration's development. Building a strong network of potential consumers and
creating excitement for this collaboration is the purpose of the email newsletter campaign,
which will hopefully end in successful sales.
Tactic No.4

Press Release

In order to reach their target demographic of consumers between the

ages of 18 and 35, Ader Error and Gentle Monster will target magazines
and websites that are focused on fashion and art.

These magazines and websites will be the key target, some companies
include Vouge, HypeBae, HypeBeast and Highnosbiety.

To announce a collaboration teaser, some images from the photoshoot of

the campaign will be featured. Additionally, quotations from the creative
teams of both brands will be featured to provide a glimpse into the
design process and sources of inspiration for this collaboration. Some
photos of the installation will be included in the press release when
annoucing the pop-up event, encouraging readers to attend the pop-up
store.

The press release seeks to raise interest and excitement in the

collaboration, which will eventually boost sales and brand recognition for
both brands.
Tactic No.5

Influencers

There will be 20 PR packages sent to 10 macro-influencers, and

10 micro-influencers. The reason micro-influencers are
included is that micro-influencers are getting more attention
nowadays, as people relate to them more (Schaffer, 2022).

The influencers would have to be people that have an interest

in Ader Error or Gentle Monster and are into fashion.

The PR box will be space themed and includes 5 specially

selected eyewear pieces from the collection. Gentle Monster
and Ader Error would have to select five eyewear pieces that
they think will suit each of the influencers. In every PR box,
there will be a handwritten message card thanking the
influencers for their support, to make the influencers feel
appreciated, and would encourage them to share their opinion
about the collection on TikTok, and on Instagram stories or
posts.

The influencers can make unboxing, review, and try-on videos

or styling videos for people to get a better idea of how the
sunglasses/glasses would look and be styled.
Tactic No.6

Pop-Up Store

The pop up stores will be in 5 cities, London, Beijing, Seoul, New York, and Singapore on
open the 15th of June, and will operate for one month. The reason Seoul is chosen is
because Seoul is where both of the brands are based, which makes it easier to have a pop-
up store. As for the other cities, it is because those cities have a diverse group of people.

People will be able to purchase the full eyewear collection and a special key chain will be
gifted at the pop up store for the first 25 people that make a purchase. This would gain
more attraction for the pop up stores and more people would be motivated to come. Only
people who subscribe to either Gentle Monster or Ader Error newsletter will be notified
about the keychain gift beforehand.

There will be a moving installation in every pop-up stores. As the concept of this
collaboration is space, the installation will be galaxy themed. The installation is a big
floating orb in the center, that display animated galaxies. Meanwhile, there will be smaller
orbs surrounding the big orb in different sizes. The smaller orbs will be moving around, and
changing into all the colors that the eyewear have in the collection. The color changes in AlexLMX. (2020) 'Planets orbiting around the sun'

response to people’s movement. The smaller orbs react to people's movement as they
move around the installation, this creates an experiential and immersive experience. With
the use of sensors and interactive technology, each person's movements provides a
different experience, and it changes how the installation performs. This installation will
hopefully gain a lot of attraction and create a buzz on social media. This pop-up store
would be a great place for people to film videos and post photos on their social media
platforms.

It will be useful to determine whether the objectives have been reached in order to assess the success of this collaboration.
Increase awareness and sales of Ader Error by 5% in
Asian countries (besides korea) and for Gentle
Monster in European countries.
Evaluate sales increase from Asian consumers on
Ader Error websites
Evaluate if any purchases have been made before
the launch of the collaboration, this might
demonstrate if consumers recognised Ader or
Gentle Monster as a result of advertising and have
purchased any product from the brands, from
Asian consumers and European consumers.
See the web search trends and keyword rankings
in Asian countries for Ader Error and Gentle
Monster in European countries
Promote community engagement using the hashtag
GentleMonsterxAderError through all social media
platforms
Evaluate the mention of the hashtag in press releases
Track search queries for the term
Track the usage of the hashtag throughout all the social
media platforms
Evaluation
Increase Gentle Monster’s Instagram story
and post engagement by 10%
Track viewers on stories and track likes,
comments on posts once a month to
compare engagement levels before and
after the collaboration.
To determine what kinds of content
received the highest interaction,
examine the different types of stories
and posts.
Increase Ader Error’s awareness on Tik Tok by
10%
Search the keyword “Ader Error” to look at
videos that have those hashtags or in their
captions, and see how many likes, comments
and shares the videos got.
Keep track of Ader Error's TikTok followers
each month to compare growth rates prior to
and following the partnership.
Increase 10% followers for Ader Error’s official
Instagram account
Keep track of the number of followers
increased and compare the growth rates
before and after the partnership.
Reach over 2,000 people using the Instagram
AR filter during the first month of the
collection launch
Using SparkAr Hub to find the statistics of
impressions, captures, and shares the filter
has gathered used within the first month of
launch (Martin, 2021).
Increase newsletter subscribers of Gentle
Monster and Ader Error’s official website by 20%
from February to June.
Evaluate the number of times the newsletters
are opened and interacted with.
Track how many times the website has been
visited
 References
Ader Error official site (no date) Ader Error Official Site. Ader Error. Available at: https://en.adererror.com/ (Accessed: April 24, 2023).

Adweek (2017) A person using instagram glasses filter , Adweek. Available at: https://www.adweek.com/performance-marketing/instagram-sunglasses-filter-takes-you-to-new-places/ (Accessed: April 24, 2023).

AlexLMX (2020) Planets orbiting the sun , Wondrium Daily. Available at: https://www.wondriumdaily.com/orbital-motion-the-orbit-of-a-planet-moves-a-little-after-every-loop/ (Accessed: April 24, 2023).

Bonacic (2020) Eleven things to know about gentle monster, Agency Eleven. Available at: https://www.agencyeleven.co.uk/gentle-monster-eleven-thing-to-know-blackpink-kris-
wu/#:~:text=4.,the%20Hongdae%20region%20of%20Seoul (Accessed: April 24, 2023).

Eng Concept (no date) Ader error, ENG CONCEPT STORE. Available at: https://engconcept.com/collections/ader-error (Accessed: April 24, 2023).

Gentle Monster (2021) Gentle Monster , Twitter . Available at: https://twitter.com/_GentleMonster_/status/1480850035864915970 (Accessed: April 24, 2023).

Into Space (2021) Pinterest . Available at: https://www.pinterest.com/pin/307300374586668814/ (Accessed: April 24, 2023).

Into space (2021) Pinterest. Available at: https://www.pinterest.com/pin/38632509296765191/ (Accessed: April 24, 2023).

Kempski , M. (2019) Valentino Space Land , Models. Available at: https://models.com/work/valentino-valentino-space-land/1254633 (Accessed: April 24, 2023).

Martin, R. (2021) How to make your own Instagram face filter, Kapwing Resources. Kapwing Resources. Available at: https://www.kapwing.com/resources/how-we-made-an-instagram-face-filter/ (Accessed: April
24, 2023).

Schaffer, B.N. (2022) What is a micro-influencer and the 8 benefits for brands who work with them, Social Media & Influencer Marketing Speaker, Consultant & Author. Available at:
https://nealschaffer.com/micro-influencers/ (Accessed: April 24, 2023).

Tynes, B. (2022) Council post: The importance of diversity and inclusion for today's companies, Forbes. Forbes Magazine. Available at:
https://www.forbes.com/sites/forbescommunicationscouncil/2022/03/03/the-importance-of-diversity-and-inclusion-for-todays-companies/?sh=2f8f9dd149df (Accessed: April 24, 2023).