Jeremy Hackett founded the classic British clothing brand Hackett in the 1970s. He started by buying and selling secondhand clothes from London markets. With a partner, they launched Hackett, catering to men seeking stylish, high-quality clothing. In the 2000s, Hackett launched its first fragrance "Mister" to expand into the beauty market while maintaining its image of British tradition. The marketing objectives for "Mister" are to increase brand awareness, sales, and market share in new countries through sponsorship of British sporting events, advertisements, and fragrance samples in Hackett stores.

2. THE FOUNDER
•Jeremy Hackett was brought up and educated in Clifton, Bristol
•he moved to London and worked in the fashionable King's Road before
accepting a position at a tailors shop on Savile Row
•As a sideline he bought and sold second hand clothes purchased from the
London street markets
•Through this he met up with Ashley Lloyd-Jennings, who shared similar
tastes, and between them they started Hackett
THE BRAND
Hackett is a classic British clothing and accessories brand which
caters for the head to toe needs of men of all ages who wish to dress
stylishly and to whom quality is more important than the vagaries of
fashion.
Hackett takes its inspiration from the traditions of British dress
without being old fashioned and as such its products are evolutionary
rather than revolutionary.

3. 1979 1986
1983 1985
1992
1987 1988 1989

4. 2003
1999 2002
2000
2006
2005

5. Competitors

6. Target customer

7. HACKETT Fragrance
The House of Hackett, “Mister”
following in the footsteps of
Jeremy Hackett, who began
to daydream about starting
his own clothing business,
the new work-team shares
the passion for bespoke
tailoring for men and takes
the turn to launch a new
product:

9. HACKETT Fragrance
“Mister”
monsieur (French), Herr(German),
signor (Italian), señor (Spanish),
grazhdanin, tovarishch (Russian)
“Mister” can be translated as:
Men are sometimes addressed as
mister, especially by children and
especially when the person talking
to them does not know their
name.
But “Mister” by Hackett means
much more…

10. HACKETT Fragrance
Chic Dashing Elegant
Exclusive Fashionable
“Mister”
High-class In In vogue
Mod Modish Posh
Select Sharp
Superior À la mode
Smart

11. HACKETT Fragrance
“Authentic British Style, this season”
This Spring/Summer…he is exploring Europe,
attending a British sporting event or simply looking
stylish at home or in the office…
“Mister”

13. “Mister”

15. Fresh
Sexy
Spicy
Distinctive
Sensual
Inspirational
Mediterranean
upscale

16. HACKETT Fragrance
“ Mister ” the fragrance with
which Hackett opens a new way in
the fashion world.
“ Mister ” is a sexy and classic
fragrance for men that is distinctive,
inspirational and upscale, trying to
capture the fresh, spicy, sensual
scents of the Mediterranean.
“ Mister ” notes flow around a
fresh core of acid fruits accented by
the softness of musk.

17. Marketing Objectives
•increase awareness
• Increase sales
• to get into a new sector, beauty
• maintain British image of the brand,
adapting to new trends
• develop new diffusion lines
• opening to new markets and countries
• fidelity of the clientele

18. Marketing Objectives
•Increase awareness
• to tell the little-known story of the
company and gain new markets
• to make Hackett known and
understood in new abroad markets
• desire, action, behavior
• positive attitude generated(faith) and
guaranty
• deal with men fashion mag: GQ to
sponsor events

19. Advertising Campaign Objectives
• promote sportive events:horse racing, polo teams,
regatta
• maintain traditional, classy and British trademark
• develop comm strategy with the ads(TV, press,
media and PR
• develop worth of mouth in social events
• events for high society
• ads launch: UK, Ireland and across EU:Spain,
France, Portugal and Germany

20. Communication Strategy
• website(restructuring it)
• Media
• Word of mouth
• company internal communication
• create a young image of the brand
• sponsorship of new competitions: Britain
Polo Team
• sponsor parties in regattas this
summer(samples of Mister)
• presentation of the brand in department
stores: Selfridges, Harvey Nichols,… as the
fragrance for this summer
• get sponsorship with recognized architect
design places for new stores

21. Advertising Campaign Strategy
• advert on website
• integrate the fragrance and logo “Mister”
into visual merchandising, windows and in-
store
• the scent of every Hackett store will be
“Mister”
• provide fragrance samples to all clients after
purchasing
• ad will be displayed in all sponsored
HACKETT
events by Hackett

22. Tactics
•advert on website
• integrate the fragrance and logo “Mister” into visual
merchandising, windows and in-store
• the scent of every Hackett store will be “Mister”
• provide fragrance samples to all clients after purchasing
• ad will be displayed in all sponsored events by Hackett

23. Tactics
• Dealwith men fashion magazine, ie: GQ, to sponsor
Hackett events and so advert create the necessity of
use perfume
• The ads launch in the UK, Ireland and across
Europe including France, Spain, Germany and
Portugal
• Uploading ad on website, as cover
• Developing a series of social events: golf games,
regattas, racings, horse competition, rugby
games,…sponsored by Hackett

24. Tactics
• Advertisement
It’s black, is classy, is elegant, is smart,...is “Mister”

25. Tactics
• Advertisement-Story board
Music by : Michael Bubblé, “The best is yet to come”

26. Timing
•Press launch of the advertising campaign and uploading ad on Hackett website:
14th May
•Launch party: 21st May
•Showcasing ad in men fashion magazine (GQ, Men Style, Maxim) and TV ad:
21st May

27. General Budget
• Creative costs £ 8000
• TV advertising £ 12000
• Print publications advertising –Press £ 10000
• Matthew Goode, celebrity £ 15000
• Direct mail £ 60
• Signage, billboards £ 2000
• Sponsorship £ 30000
TOTAL……………………………………………………. £ 77060

28. Evaluation - Questionnaire

29. MARKET TESTING
• simplicity
• exclusivity / differentiation
• luxury
• black
• complete outfit (scarf, jacket, tie, hat,cufflinks, belt,
etc)

30. THANK YOU