GAS UK & IRELAND MARKETING & COMMUNICATION STRATEGY 2007

1. GAS UK & IRELAND MARKETING & COMMUNICATION STRATEGY 2007 REVIEW OF 1st SEMESTER & PROPOSAL OF 2nd SEMESTER UPDATE 29 MAY

2. UK & Ireland Marketing & Communication Strategy GAS 2007 OBJECTIVES IN THE UK & IRELAND • Build heightened awareness of the brand in UK & Ireland through implementing a strategic marketing & communication plan. • Communicate a fresh premium positioning of the GAS brand to market in the UK & Ireland. • Create the image of an iconic brand in the UK & Ireland- Upgrade the brand image in the UK through quality editorial in agreed target titles. • Achieve the correct brand alignments with special projects, opinion formers and local celebrities. • Launch the new GAS Flagship Store concept via Kings Road Store (and further launches (TBC). • Drive interest and footfall to the Kings Road Store and new stores as they open. • Generate maximum exposure of the brand positioning, of the company, of the Vertical Retail strategies, business matters and most importantly the collections. Agree segmentation for Black Label • Communicate the brand is more than denim.-Show the complete brand offering available in the UK. • Whilst GAS is well known predominantly in Europe, currently its perception on the UK mainland is limited particularly to the men’s jeans sector, and must widen its outreach (particularly a female audience) and become known for its premium men’s and women’s fashion collections. Ireland is the strongest market at present for GAS

3. UK & Ireland Marketing & Communication Strategy GAS COMMUNICATION STRATEGY IN THE UK & IRELAND BUILD CREDIBILITY • Identify and segment influencers in the UK market who inspire our target audience of 20-35 years. • Introduce and showcase GAS to key influencers. • Build a group of GAS endorsers and brand ambassadors to create a buzz and anticipation of the brand • Underpin this with advertising & special projects in opinion leading UK titles. • Target endorsers: • Consumer media, Fashion, Life Style, Design and Interiors • Stylists-Consumer, Music and Celebrity • Opinion formers-e.g. DJs, artists, models, • VIPs and Celebrities • Build by: Create VIP discount –GAS members cards, product placement-editors and celebrities, GAS CRM campaign- collect data of customers- mail out AW catalogue (small).

4. UK & Ireland Marketing & Communication Strategy GAS COMMUNICATION STRATEGY IN THE UK & IRELAND ATTRACT A FEMALE AUDIENCE CRM ACTIVITY • GAS needs to cultivate this area of the brand in the UK and Ireland. For the 2nd semester GAS should focus on placing DPS’s particularly in the fashion sections high end female titles. • Elle • Elle Collections • Grazia • To increase female traffic-recommend placing a retail focused bespoke feature to support the Kings Road Retail store in for AW product drop- September. Perhaps offering a special discount and readers event- Grazia as a weekly title would be the most suitable title to run this promotion.

5. UK & Ireland Marketing & Communication Strategy GAS COMMUNICATION STRATEGY IN THE UK & IRELAND BUILD AN INTERNATIONAL IDENTITY • GAS needs a strong international hook in the UK to peg its brand positioning to. • London is one of the most creative cities in the world and GAS is in a strong position to associate and support London’s creative edge. • The GAS Flagship Store in Kings Road, London can be promoted as a gallery space for young creatives- hosting shows and design installations. Which in turn will bring traffic through the doors. • Suggest laying the ground work for an association with a key style title such as ID orTank for an artistic collaboration in late 2007/ early 2008. Alternatively Kingston University or Central Saint Martins. Note the cost of a project of this scale will be significant so before discussions take place budgets must be discussed.

6. UK & Ireland Marketing & Communication Strategy GAS 2007 INTERGRATED APPROACH IN THE UK & IRELAND PHASE ONE • Appointment of a strategic and influential PR agency to create a bespoke PR programme on brief. LuchfordAPM.-Complete • Concentrated SPS print advertising campaign targeted to style, men’s and women’s premium target titles.-Complete • Press Days-AW -Complete • Launch of the Kings Road Store-Complete • Outdoor bus shelter campaign around the Chelsea area-Complete • Product Placement on editors, UK celebrities and opinion leaders through agency- key denim pieces- 2nd Semester • PHASE TWO • Up-weight print advertising campaign targeted to men’s and women’s premium target titles. • Suggest placing print ads in Fashion Weekend Supps to build fashion credibility. Such as O from TANK Magazine.. • Customer Relations-In-Store customer event in association with magazine- Grazia • Outdoor- Following on the success of the bus shelter campaign suggest repeat for October • Special project/s-GAS Young creative team award- support a dynamic photography and styling team in association with UK title such as TANK or design college collaboration-International project to be investigated.

7. GAS UK AW Collection Press Day 28th March 2007 Location Luchford 12-14 Whitfield Street, London W1

11. PRESS LIST LONG LEADS

12. PRESS LIST LONG LEADS CONTINUED

13. PRESS LIST LONG LEADS CONTINUED

15. COMMENTS • The quality of the press turn-out was high- with strong editorial showing with media in high ranking positions (including most of the Wallpaper team) and awareness of the evolution in the brand.-GAS is news again in the UK. • Many of the media had followed GAS so are aware of our heritage and collections in the past. • General reaction was extremely positive- feedback was that GAS is producing stronger pieces that will capture the attention for editorial both for the casual shoots, dress up shoots and for the fast shopping pages. • The men’s media were particularly interested in the jeans fits and thought that GAS was on-trend by keeping the abrasion to a minimum. • Though we showed with Pringle, GAS was the centre of attention on the day and the media were particularly keen to stress that Luchford is the kind of agency they like to work with. • Gary Kingsnorth the Fashion Director from FHM was really surprised when he saw how the collection has evolved. Particularly by BL- he said he wouldn’t expect GAS to produce this kind of fashion directional product. • Charlie Porter Associate Editor for GQ- loved the tailoring particularly the velvet blue suit. • All the Elle team loved BL – • The red sparkly dress captured the most attention on the day.

16. COVERAGE FROM MARCH 2007

17. COVERAGE FROM MARCH 2007

18. COVERAGE FROM MARCH 2007

19. UK & Ireland Marketing & Communication Strategy PHASE ONE KINGS ROAD STORE LAUNCH • Press breakfast to be held for Top tier media at Tom’s Kitchen. (Tom Aitken’s new high profile eatery located off the King’s Road. Or (upon consultation with media brunch). • Opening party and viewing in-store for approx 80 opinion formers from social/diary press, consumer and lifestyle press, stylists, photographers, creatives, models with celebrity attendance.- No fashion presentation. • Complete • PHASE ONE, PROFILE GROTTO POSITIONING EDITORIAL WAITING ON STATUS OF THE HOUSE BUILD • In conjunction with the store opening agency to secure a lifestyle feature in Telegraph Mag/ Elle Decoration profiling the creative inspiration behind the company. Set-Up feature with Claudio and Barbara Grotto on international inspirations. This will build interest with OF. • Note we are waiting for approval of selling in home feature and material to place the feature. BG Q+A’s to be answered. • Elle Decoration has emailed to say that they would like to investigate running an 8-10 page feature on a lifestyle feature on GAS and the GROTTO empire. I have advised the house is under construction and will advise on timings for completion of the project.

20. UK & Ireland Marketing & Communication Strategy GAS STORE LAUNCH WEDNESDAY 9 MAY 2007EVENTS RECAP • A 3 part store launch that presented the GAS brand in the UK to British media and opinion formers. This will was achieved through showcasing the collections within the newly refurbished flagship store and introducing Claudio and Barbara Grotto to key media, thus cementing the GAS image and building its profile in the UK : • PRESS BREAKFAST- Intimate morning event for key media to meet with Claudio and Barbara Grotto. Giving media and insight into the personalities behind the GAS brand. Journo’s were offered jeans placement • PRESSVIEWINGS-In-Store, viewings till 4.00pm for the media to tour the store and interview Claudio and Barbara Grotto. • STORE LAUNCH-(Grand Opening Cocktail) took place at the GAS flagship store and targeted towards Fashion, Style, Social Media and VIPs as well as target potential new UK customers.

21. UK & Ireland Marketing & Communication Strategy GAS Management Breakfast 9 am-10 am 9th May Location Tom’s Kitchen-Chosen because of the close proximity to the store and media want to go there and see it. Private room chosen. NB: Time slot chosen as most convenient for media to attend • Fashion, newspapers and lifestyle media (focused and intimate) • - Sunday Times Style Talib Choudhry Interiors Editor-Soon to be Associate Editor of Arena Magazine • - Elle Decoration Sophie Davies • - WGSN Alison Bishop Retail Editor-Trade • - Conde Nast International Fiona McKenzie Johnston Editorial Associate-Works with Anna Harvey on international stories as well as Vogue.com and Glamour • - WWD Nina Jones • -The Telegraph Magazine- Daniella Agnelli (Arrived very late) • Mechanics-Cars arranged. Placement of jeans/product for each editor at the store. Presentation of press packs. • AttendeesGAS-Mr Grotto, Barbara Grotto, Mr Galliano Campana, Mr Palmerie, Tony Bottomley,Silvia Tasca, Wendy Brierley • AttendeesLuchford- Kelly Luchford,Vian Sharif, Alex Shah

22. STORE LAUNCH PHOTOS

23. STORE LAUNCH PHOTOS

24. COVERAGE SO FAR…..

25. COVERAGE VALUE • Evening Standard- Half page £8,400 x 2.5=£21,000 • Property Week- Quarter page £1,750 x 2.5= £4,375 • Drapers- Half page £2,591 x 2.5= £6,477.5 • The London Paper colour triple ad-£5,280 x 2.5= £13,200 • WGSN- NA • The First Post- NA • Total as of 29th May= £45,052.5 or 62,141.379 Euros

26. ANTICIPATED COVERAGE… • FX /IDFX-News piece- 8th June • WWD-TBC • WGSN- week commencing 4th June • MWB- whole dedicated page in June issue • InStyle-GAS Party being covered on the party pages • Viewpoint-TBC-Piece on store interior-TBC • Lounge-News piece • Italy Magazine-GAS round up with interview • Tatler-July news piece • Design Week-TBC • Icon-TBC • Sloane Square Magazine-TBC • Viewpoint-TBC • Daily Express-TBC-Party pics

27. UK & Ireland Marketing & Communication Strategy PHASE TWO-CELEBRITY BRAND AMBASSADORS- PLACEMENT JEANS TO BE DEFINED NOTE ALSO PLANNING TO PLACE 60 PAIRS OF GAS ON KEY UK & IRELAND EDITORS HAVE APPROACHED AGENCY FOR A TARGET LIST FOR 2ND SEMESTER- • Bay Garnett • Jade Parfitt • Keira Knighteley • Camilla Al-Fayed • Jemma Kidd-Placed 1st semester • Thandie Newton • Jasmine Guiness • Daisy de Villeneuve-Placed 1st semester • Rosemary Ferguson • Nicole Appleton • Lilly Cole • Gemma Ward • Kylie Minogue-Placed 1st semester • Danni Minogue • Olivia Inge-Placed 1st semester • Lauren Laverne- Placed 1st semester • Edith Bowman-Placed 1st semester • Fenton Bailey • Jude Law-Placed • Liam Gallagher • Dan McMillan • Otis Ferry-Placed 1st Semester • Issac Ferry-Placed 1st Semester • Carl Barat • Darius-Placed 1st Semester

28. UK & Ireland Marketing & Communication Strategy PHASE ONE MEDIA BUY S/S 07-COMPLETE • Elle- (Circ 203,000) Single right page (May issue) • Arena- (Circ 46,680) Single right page (May issue) • GQ- (Circ 102,000) Single page (May issue) • Dazed & Confused- (Circ 84,437) Third of a page (May issue) • I-D-(Circ 68,304) ( International Feb issue) • Wallpaper (Circ107,800)(International Feb issue) Cover, Single page (March issue) • Outdoor • Escalator Campaign- • 25 Lift and escalator panels- 8 weeks from 7th May. • Bus shelters- • City Lights bus shelter Campaign-2 weeks 7th May.- Note that I feel this activity was particularly beneficial to the awareness in the Kings Road area and would strongly recommend a repeat activity for 2nd Semester. Budget allocation to be discussed.

29. BUS SHELTERS-CITY LIGHTS

30. UK & Ireland Marketing & Communication Strategy PHASE TWO PROJECTS FOR DISCUSSION • PHASE TWO • Propose heavy-weight print advertising campaign (Sep/October issues) targeted to men’s and women’s premium target titles. Including special supported editorial in Grazia (linked with an instore promotion). • Fashion Week supplements September specials-O TANK Magazine. Rodeo Magazine launch? • Milan Fashion Show- Invite key mens media who are in Milan- Need to check budgets re: womens press attendance and date of show (availability of accommodation). Also note need to confirm up agency attendance and budget ASAP. Date Monday 25th June at 1.00pm. • S/S 08 09 Press days- Irish Press Activity? (Suggest visiting Irish clients to understand where to assist with marketing support. • Customer Relations-In-Store customer event in association with Grazia or Elle (Women's focused) –customer relations voucher,VIP card giving 20% off- Need to create for a press incentive. • Donnington – Dates 20th June to 24th June. –The agency has been briefed to contact lifestyle media only to gage interest in an interview with Nicky Hayden during his visit to the UK. Potential interviews will be passed by HQ. • -Need clarification on WB attendance if required, Agency attendance if required and if so budget allocation. • Build Platform for 2008 • Special project/s-GAS Young creative team award- support a dynamic photography and styling team in association with UK title such as I-D. Or support of an new art project.-Showcased in Kings Rd Flagship Store.

31. UK & Ireland Marketing & Communication Strategy • PHASE TWO MEDIA BUY A/W 07 08- • Elle- (Circ 203,000) Double page (Sep issue), Single (October issue)-Booked • Arena- (Circ 46,680) ,Double page (Sep issue), Single page (October issue)-Booked • GQ- (Circ 102,000),Double page (Sep issue), Single page (October issue)- Optioned • Dazed & Confused- (Circ 84,437), Double page (Sep issue), Single (October issue)-Booked • I-D ( International) Double page (Sep issue), Single page (October issue)-Booked • Wallpaper (Circ107,800) (International), Bespoke editorial (Sep issue), Single page in-front of design section (October issue)-Booked • Outdoor • Escalator campaign from 8th October 2 weeks only 20 LEPs • 8th October 4 weeks 2 x 6 sheets • Bus shelters- Not yet booked but need to define activity. • Recommend considering- Grazia (circulation+ high positioning), Glamour (circulation + good positioning), Men's Health (highest circulation men's title working only with style title for September issue), MWB (for trade support), Premium titles: GQ Style, Elle Collections

33. UK & Ireland Marketing & Communication Strategy PREMIUM STYLE SEASONAL TITLES TO CONSIDER • Elle Collections-Recommended • Arena Homme Plus-Recommended though circ is poor • POP (Possible international investment) • 10 (Possible international investment) • O TANK- Supplement • Another/Another Man • GQ Style-Recommended • Plastique-New Launch • Drama Magazine-New Launch

34. TANK O FASHION WEEK-FASHION SUPPLEMENT Circulation-440,000 with the Observer ABC1 Readership85% AB-59% Costs- Rate Card DPS first 33% £24,900-SP £15,987 (to be neg)

35. ARENA HOMME+ Print Run-90,000 70%-London + S/E area Bi-Annual out March and September ABC1-69% Medium Age-Early 30’s Costs- Special introductory rate- 1 X RHP - £2800 - 60% discount on ratecard 1 X DPS - £4900 - 65% discount on ratecard These are based on a guaranteed print run of 90,000 copies.

36. 10 MAGAZINE Circulation-40,000 Readership-160,000 ABC1 25-55 years old Aimed at Opinion Formers Distribution-45% UK, 17.5%FR, 10% IT, 5% JAP Costs-Rate Card-SP£4,500-DPS £8,000

37. ANOTHER MAGAZINE Circulation-125,000 Distribution-175,000 Aimed at Opinion Formers Distribution-57% UK, 8%FR, 10% IT, 8% JAP Another- 13th September Another Man- 4th October Cost- Special rate-Another-£5,500 and Another Man £5,000 60% below rate card

38. GQ STYLE Print run-100,000 Bi-annual Target-ABC1, men aged 25-45 Aimed at Opinion Formers and dedicated followers of fashion Distribution-UK news stand outlets and leading independent retailers in Milan, Paris and New York. Cost-Rate Card SP-£6,600, DPS £12,150 (to be neg)

39. POP Print run-75,000 Bi-annual AB 30% Target-ABC1 65% Median Age- 28 3 issues per year Aimed at Opinion Formers 38,480 UK distribution and 35,900 international distribution Cost-Rate Card DPS-£15,300 and Single page £8,260 (To be neg)

40. PLASTIQUE • A new high-end luxury fashion magazine Plastique magazine aimed at an international readership launched in April. • The new quarterly magazine follows in the footsteps of trendy style bibles such as Dazed and Confused and the now defunct The Face. • Plastique, founded by Benjamin Shrimpton, will be distributed at retail chains and independent retailers in the UK, as well as in foreign markets such as France, the US and Italy to develop a global presence. • Fred Perry, Iceberg, Nicole Farhi, G-Star, Mac Cosmetics and Toni & Guy are among the luxury brands backing the launch of the new high-end fashion magazine Plastique. • Cost-Rate Card DPS-£15,300 and Single page £8,260

41. DRAMA • DRAMA is a new bi-annual magazine for both men and women interested in fashion, photography and the performing arts. Editorially it will provide distinctive, original and thought-provoking journalism with world-exclusive inter • views and ground-breaking features. Visually it will reveal some of the most beautiful ideas ever seen, showcasing the world of dance, film, theatre and fashion. • Targeted at ABC1 male and females (women's 51% and men 49%)- Industry style leaders between the ages of 25-45 based in metropolitan areas throughout Europe, USA and Asia. • Fashion Directed by Margherita Gardella.

42. WOMEN’S CONSUMER FOCUS • Grazia-Recommended • Glamour-Recommended • LOOK • Elle & Elle Collections-Recommended • Vogue • Glamour • Cosmopolitan • Marie Claire • InStyle

43. WOMAN’S OVERVIEW • In an average week there are more than a million sales of women’s weeklies in the UK showing there is still a massive demand for print magazines. • However, with a 49 per cent increase in 16 to 24 year old women buying glossy magazines over the past five years, and the average growth in the total women’s magazine market up year on year – the glossies market seems a long way from tapering off. • Some monthlies are faring badly with titles such as IPC’s Marie Claire and InStyle, Nat Mag’s She all declining over the past few years. • Other monthly titles including Vogue, Elle, She and Harpers Bazaar remained relatively stable • The National Magazine Company will relaunch Handbag.com at the end of July,spearheading the redesign of all nine of its major magazine brands by the end of the year. • Digital titles such as Handbag.com and Stylefinder.com are becoming increasingly important in the UK market.

44. GRAZIA-WEEKLY • Circulation-210,000 • Readership-455,000 • ABC1 Readership 79% • AB-150,000 • Target Age- 25-45 years of age (ABC1) with medium age of 33 • Dedicated to fashion and beauty with more fashion editorial than any other women's magazine (30% more than Vogue and 25% more than Elle). • Costs- Rate card-DPS-£20,520 SP-£10,800 Promotion DPS- £24,700 SP-£13,000 (To be neg) • What the on-line media says….. • Emap's weekly glossy Grazia has a reported a whopping 20 per cent period-on-period increase to 210,200 in the latest ABC magazine average net circulation figures. • The two-year-old style and celebrity publication, which was the UK's first weekly glossy title, has emerged as the winner in the women's glossy sector, while the majority of the older titles face an ongoing slump. Measured by actively purchased sales Grazia is up 19.1 per cent to 207,120.- • Grazia, the only glossy weekly, grew 20% pop to its highest ever circulation. Grazia now sells more in a week than Elle or Instyle do in a month and its performance helped the glossy market to grow slightly pop.

45. GRAZIA-PROMOTIONS

46. LOOK-NEW LAUNCH • Target: 250,000 • Readership- 18-30 years of age. • Note ABC figures not yet available • It is early days of launch-Perhaps to high street for GAS • What the media says….. • Look, launched on 6 February 2006, is very much like Grazia’s less glamorous mass-market little sister with a cover price 50 pence cheaper than Grazia’s £1.80. • Grazia’s less posh rival will feature the UK’s number one style queen Victoria Beckham on the cover of the preview copy. The high street glossy has tried to create a point of difference by showcasing items from Primark priced around the £10 mark on the front cover in a bid to draw in a younger, more price discerning readership. • Grazia’s readers are described as upscale premium thirty-somethings, while Look aims to capture the hearts of twenty-somethings who favour high street over high end. • Look has been described by media planners as being more mainstream and a down market version of Grazia – IPC has approached the market with the target of selling 250,000 copies a week after its first year. • Cost rate card-DPS- £28,000, SP £14,000

47. ELLE & ELLE COLLECTINS • Circulation-208,802 • Readership-763,000 • ABC1 Readership 72% • Medium Age-31 • Elle Collections (Figures not yet published) • Print run 65,000 • Audience- Opinion formers, style leaders, slightly older audience • Dedicated to fashion –Key title for GAS with good support • Costs-FP FH or early Fashion Position £ 5,459 ( rate held from 2006 on the condition of booking ELLE Collections) DPS FH or early Fashion Position £ 9,826 ( x1.8 your full page rate) ...For ELLE Collections FP Opening principal section £ 2,000

48. VOGUE Circulation-219,026 Readership-1,005,000 ABC1-755,000 AB-361,000 Medium Age-32 Costs-Rate Card SP-£27,500, DPS-£48,400 (London and South East rate £11,300, DPS-£22,700. 84% of Vogue readers agree Vogue is the fashion bible 93% agree it is the most influential fashion magazine. This is the UK’s number 1 title in terms of fashion influence

49. GLAMOUR Circulation-588,539 Readership-1,207,000 (35% don’t read the competition) ABC1-75% AB 32% Medium Age-28 Subscriptions-65,000 Tone of Voice- Upbeat, glamorous, entertaining, fun, glossy, beautiful, smart, individual Glamour is the ultimate shopping guide Costs-£8,998 SP rate What the media says….. Condé Nast's monthly style and gossip glossy Glamour, targeting the same market as IPC's new weekly glossy Look, has also managed to hold its own with an average net circulation at 588,539. It had a slight 0.4 per cent increase both period-on-period and year-on-year. INSTYLE Circulation-455,649 Waiting on costs What the media says….. InStyle UK also reported a 7.7 per cent drop period-on-period, consistent with 7.6 per cent year-on-year.

50. MARIE CLAIRE Circulation-334,729 ABC1-55% Read by 413,000 AB women Waiting on costs What the media says….. Meanwhile IPCs monthlies took a knock with IPC's Marie Claire's circulation sinking to 334,729, a 1.1 per cent decrease period-on-period, but sliding 9.9 per cent year-on-year. COSMOPOLITAN Circulation-455,649 Target Age-33 Waiting on costs What the media says….. The National Magazine Company's monthly Cosmopolitan, which targets a similar reader to Grazia, also reported a slight 3 per cent bump up to 455,649, by average net circulation.