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Using eight years experience in the fashion industry, at some of the UK's greatest print and online destinations (The Daily Telegraph, Elle UK, Matches, Net-a-Porter, Stylist Magazine) where she has worked alongside industry stalwarts Hilary Alexander, Lisa Armstrong, Lorraine Candy and more, Alicia is now both creative marketing consultant and editor of in-house publication TwentySix magazine at Anglo-Swedish watch brand Larsson & Jennings.Locked Pro Plan feature
Planning, strategy, production and creative direction of all in-house content, including seasonal omni-channel campaigns crossing stores, website, email, digital marketing and social media, plus lookbooks, press and sale packs. Editor of in-house magazine TwentySix by Larsson & Jennings, a 160-page biannual title encompassing product stories, artist collaborations and editorials, now sold in six retail partners, including the Design Museum, Tokyo Bikes, and Concept Store Y after just two issues. Other responsibilities: commissioning content for Studio updates and digital marketing assets, product design, lifestyle photography, in-store marketing initiatives, copy-writing, gifting and client entertaining.
Rebuilt omni-channel social media strategy for UK's leading fashion magazine.
Launched Larsson & Jennings to the British public through traditional and digital public relations channels, blogger outreach, content creation, events and gifting strategy. Cultivated still-standing relationships with top tier titles such as Vogue, GQ, Esquire and The Daily Telegraph, and produced collaborative events with Boiler Room and Soho House, showcasing the brand to target audience. Launched first own-brand store, which took £1million in first month, and 50% of business share in first 12 months. Aided first wholesale partnerships with Liberty London and Net-a-Porter.com. Launched brand in USA, Australia, Sweden, Germany and Denmark with personal visitations and events creating the brand’s top markets outside UK.
Wrote daily news and comment pieces for online, and full page features for fashion pages of newspaper. Built traffic-driving content galleries, maximised SEO and visit duration. Co-ordinated daily fashion team diaries including fashion weeks, assisted on shoots, trained work experience.