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I wish he would give us an indication of what he thinks. I bet he’d be a great poker player.
“Along with that, we recommend doing a few spring and summer sponsorships at events such as Coachella, where your audience hangs out,” Cody shares. “Get into goodie bags, that kind of thing.”
I watch Knox nod and feel stupidly happy because that was one of my ideas.
But then again, it was one nod.
“While your customer base is high-end wealthy customers, you also have part of your collection selling in department stores where people are willing to mortgage their homes to buy one of your purses or a pair of sunglasses.”
“He’s joking,” Alexandra deadpans Cody.
Knox and Cody grin at one another.
Because he’s not.
“What we want to do is create a sense of FOMO for those who see the influencers’ posts or any of our digital marketing and send their personal shoppers off to buy the entire range, while also appealing to those with a smaller budget to stretch this year. We want them to select a shirt, or skirt when they may not have before,” I add.
“Smart. So grabbing market share from a base we haven’t tapped into,” Knox says.
“Exactly.” I nod. “Without compromising the existing one.”
“I like it. Continue,” he says, a sparkle in his eye catches my attention and I lose my concentration.
“You want me to do this bit?” Cody whispers.
Shit.
We practiced this presentation over and over, so I’ve thrown him.
“Ah, right, yes, so.” Shit. “We have a couple of creative concepts to present. The first is an American summer vibe.”
Cody takes over. “We’ll throw back to the nineteen sixties for the fashion show with our models walking down the runway in their pastel bathing suits with parasols. But the music will keep the audience in the present where we are writing our own future. Think Taylor Swift’s ‘Bejeweled’ and ‘Cruel Summer.’”
“All this while the audience sips on a mini bottle of Cristal champagne and nibbles on macarons made by Parisienne Chef Julian Dubois,” I add, referring to the celebrity chef admired by the rich and famous.
I’d never heard of him until last week.
But Knox and Michael are nodding, so that’s all that matters.
“Not just any macarons.” I wink at the team. “They’ll be baby blue, powder pink, and dusky yellow.”
Meredith chuckles.
Excellent!
We’ve got their attention and excitement starts to bubble up in the room.
We run through a number of other themes, including one which is a lot less playful and focuses more on luxury. I think Knox is more likely to go with that, but I could be wrong.
“Any questions? Thoughts?” Alexandra asks, stepping forward to take the lead.
I move to the side and rest my hip against a spare chair. When I glance down the table, Knox is watching me.
“Guys?” Knox drags his eyes away from me when he notices the room looking at him. “I want to hear what you all think first.”
Michael shares, and overall he was impressed. Meredith has a couple of questions about implementation and timing.
Then we’re all watching Knox again.
