Charlotte Mair

Founder and Managing Director

The Fitting Room

PR and Everything Inbetween (rebranded to The Fitting Room)

Logistik

Logistik Group is an award-winning communications agency and one of the top events, digital and experiential agencies in the UK, delivering innovative brand and customer experiences for some of the world’s biggest names. Our clients include market leading businesses from the retail sector through to utilities. 

With strategic communications, design, events, video and digital teams all under one roof, we have the in-house expertise to deliver key messages through multiple channels, perfectly tailored to our clients’ audiences, both internal and external. 

We take audiences beyond engagement to inspiration and influence, driving businesses forward and delivering tangible commercial results.
 
We create experiences they’ll never forget.
 
Engaging people – it’s who we are, it’s what we do
 
Email - charlotte.mair@logistikgroup.com 

Specialties
 Employee engagement, employee motivation, internal conferences, training challenges, road shows, festival activation, exhibitions, launches, experiential, large scale indoor/outdoor events, internal/external publications, awareness campaigns, video, podcasts, marketing collateral design, social media, business development, web design and digital communications.

Publicist/ PR & Marketing Manager

Vinopolis

As PR, Marketing & Brand Development Manager I am responsible for leading the Vinopolis brand to build and deliver ambitious brand growth plans for the exclusive Wine Tour, 7 event spaces, 4 bars and restaurants, Laithewaites wine shop and Whisky Exchange. Managing all marketing and PR activity across the Vinopolis brand, developing and delivering an innovative agenda that focuses on increasing sales revenue through influencing retail, commercial and marketing activities. Directly  reporting into the Managing Director and attending Board meeting.

* Developing the Vinopolis brand to new audiences to drive revenue through all the departments
* Monitoring all press and journalist visits
* Creating and building further relationships with industry experts, the press and key clients
* On/ offline coverage of the brand
* Hosting client relationship dinners and receptions 
* Multiple stakeholder management across several key areas, e.g. product with the ability to influence across the whole business and drive and articulate Brand vision
* Increasing social media brand awareness through campaigns and promotions
* Identify research requirements and commission where appropriate
* Managing the brand and corporate image
* Accountability for the planning, spending & controlling of the marketing budget budgets

PR, Marketing & Brand Development Manager

The Vivid Event Group

Working as a Creative Events Consultant, Event &amp; Account Director on a range of events conferences, team building, Summer &amp; Christmas functions, charity fundraisers, award ceremonies, product launches. 
Skills gained:
• Clients including Blue Chip organisations
• Proactive and reactive corporate and private event sales
• Managing venue portfolios increasing venue revenues
• Resource management and financial reporting
• Creative and strategic approach to event design/content
• Attending site visits and developing ongoing business relationships
• Building relationships with key clients and negotiating with suppliers
• Developing and delivering a range of events
• Managing events from conception to completion including on-site event management
• Creating and developing ideas for design, decoration, lighting, themes and concepts
• Managing post event debriefs to maintain and further client relationships for future events

Account Director

University of Brighton

Role: Working as an Events Manager to run 8 summer events for new students attending the university. 
Skills gained:
• Pro actively sourcing and pitching for new sponsorship
• Developing the University’s relationship with clubs, bars and industries of interest for new students
• Planning and executing the events
• Driving event sales through online marketing and campaigns

Events Including: Team Builds – Designing, implementing &amp; selling, club nights and venue design

Event Manager (4 month contract)

I’m the Founder and MD of The Fitting Room, an award-winning, independent, global culture and communications house.

We create hype, demand + legacy®.

We’re driven by a deep understanding of sub-cultures,  that go on to shape popular culture and influence behaviour. 

We believe culture comes first and it's at the heart of everything we do.

Over the years, The Fitting Room has had the privilege of working with a diverse range of clients spanning a wide range of sectors and has mastered the art of cultivating hype and demand to successfully launch, position, and transform businesses.

New Balance has nailed Hype.

British rapper, Dave, is at the forefront of this campaign teasing the launch of the new 1000SL.

He initiates a sprint to secure a pair of the latest trainers.
(A similar race that’s expected to happen when they drop on the 24th.)

Although the ad doesn’t tell us much about the trainers themselves.

It does tell us that we need them.

And if we don’t get them, we’re missing out.

I tried to buy the New Balance 530s over the weekend but they had sold out everywhere in my size.

New Balance has smashed its repositioning from the go-to “Dad shoe”, to some of the hottest creps on the market.

And this teaser campaign perfectly demonstrates that.

Obsessed. 👏🏾

Founder and Managing Director, The Fitting Room | Creating Hype, Demand and Legacy | Ad Age Leading Women in Marketing, Advertising and Media

It’s the start of our new financial year and I’m officially back outside 😅

Tomorrow morning, I’ll be joining The Stack World as a guest for their monthly “Executive Realness” breakfast at Soho House.

The Stack World is a global community that unites, advises and empowers mission-driven women.

The Founder, Sharmadean Reid MBE, will be interviewing me on stage for an hour.

We’ll be discussing everything from:
👉🏾 Team recruitment, culture and vibes
👉🏾 The Ls and big Ws as a Founder and MD
👉🏾 Running a business in a changing economy and marketing landscape

Tickets through The Stack app have sold out (🙌🏾) but you can still book via the Soho House & Co app under “Founders Rules”.

ALDI Australia just turned their infamous “middle aisle” into a catwalk.

The low-cost supermarket has made an unexpected move into fashion, with a new branded streetwear line,

(And no, this isn’t a late April Fools joke. 🤣)

In total, there's 23 items made from sustainably sourced or recycled materials, with compact umbrellas and double-walled insulated mugs helping round out the collection.

The socks have the lowest price, coming in at $4.99 no matter which of four styles you choose from.

And the sneakers are the most expensive item at $19.99.

Here’s why it’s a great move:

👉🏾 Reiterating values
Each of the line items sell for under $20 a piece. Reiterating Aldi’s low-cost promise to its customers.

👉🏾 Brand awareness
Customers will be walking Aldi ads.

👉🏾 Meme-worthy
It’s just iconic. The campaign shoot images have gone viral, sparking a social media frenzy.

I’m here for it 👏🏾

Bring it to the UK 🤣

Last month, we launched the Bathroom Besties campaign for our client Be At One Cocktail Bars.

At a time when things are set to divide people, I’m a huge believer in creating spaces that bring people together in the simplest way.

Yes, data plays a part, but with the decline of the third space (which we’re seeing the very real socio-economical impact of), the ability as a strategist, creative and marketeer to take a single human behaviour and turn it into a multi-generational shared values campaign is the GOLD.

And brands tapping into creating third spaces outside of their product or service offerings not only creates an unforgettable experience for the customer.

But also a positive brand association.

Here’s how we broke the campaign idea down:

Our human behaviour was:
👉🏾 Women make friends in the loos.

Our emotional build was:
👉🏾 Let’s create a loo. Let’s celebrate that space where friendships are born, compliments are swapped and IG handles are exchanged.

Our pop culture was:
👉🏾 Taylor Swift has made friendship bracelet a thing again, let’s have friendship bracelet making. It plays into sisterhood, nostalgia and again is a multi-generational, universal activity.

The brand presence was:
👉🏾 The incredible Be At One cocktail masterclass with their brilliant bartenders.

The human was:
👉🏾 Friend speed-dating

In a cost of living crisis, brands should be keeping it simple, streamlined, built on values and not stereotypical demographics and FUN.

Give people a reason to leave their houses. 👏🏾

There is more that connects us as humans than separates us.

Be At One are the masters of understanding their customers and their team. That’s why they remain the most loved bar group on the high street. 💅🏾

What a Pho-king week 👏🏾

We are so gassed to be appointed by Pho as their retained agency covering consumer comms, influencer marketing and activations. 

Our relationship with the Vietnamese restaurant group evolved following the ‘The Pho Fix’ in December, a pop-up hangover-cure bar in London,

Which saw solid queues for two days. 🤯🍜

With 41 sites across the UK and plans to open six new restaurants this year, we’ve got some hella exciting campaigns and stories coming.

Get ready 🙌🏾

Libby Andrews, marketing director at Pho Restaurant, said: 

“The Fitting Room is a brilliant creative agency that delivers impactful brand marketing time and time again. 

Their fun, bold and ‘out of the box’ ideas fit perfectly with the Pho brand, and we are excited about creating campaigns together this year.”

Read more about our partnership here 👇🏾.

Thank you PRWeek UK .

https://lnkd.in/e-7344bH

Serena Williams is about to serve in the beauty space.

The Wimbledon champion is launching her brand new beauty line, WYN Beauty.

6 years in the making, the line is due to launch 10 products this weekend in 685 Ulta Beauty offline stores across the US in partnership with The Good Glamm Group.

Williams is joining the growing industry of celebrity beauty brands, of which the combined sales of 43 celeb brands soared past the $1 billion mark. 🤯

And in 2023 the segment of consumers purchasing celebrity beauty brands grew 21.9% compared to 2022.

So, there’s no denying that an influential figure works in sales,

But will it be a Grand Slam with her audience?

Williams has created the makeup brand she dreamed of having. 

For the moments she had to quickly touch up her face after a match before stepping in front of raving reporters and now for the morning school run.

The brand spotlights and accommodates women in sports, on-the-go Mums and black women.

(All of whom are too often marginalised by the more “girly” targeted brands).

With WYN, she’s telling women they can be glamorous and active - and own it. 💅🏾

And I’m so here for it.

CC: WYN BEAUTY by Serena Williams

Yesterday, I was Sharmadean Reid MBE’s guest for The Stack World’s monthly ‘Executive Realness’ event at Soho House & Co .

It was an hour of Sharmadean and I discussing everything business from:

👉🏾 My personal journey of starting a business with no money
👉🏾 Nurturing and building relationships in a virtual world (sending thank you notes, flowers or picking up the phone)
👉🏾 Media politics and the game that is business
👉🏾 Running and building a team
👉🏾 Losing pitches

And so much more.

She is my spirit sister and we literally could have continued all day.

Thank you Sharmadean and Alice Finch from The Stack for inviting me and making me feel at ease and to everyone who came, asked questions and shouted me out on socials.

(And of course to my hype team made up of Cady Jolley and my little bro Alexander Mair.)

It’s been a whirlwind of a week out on the town, networking, filming and talking to so many incredible people.

April has basically been outside, and I’m here for it. 😅

Last night, I joined a table of incredible women for dinner at Broadwick Soho with The Stack World.

And it was such a full-circle moment.

I’ve been a huge fan of The Stack since one of my close friends first introduced me to the app a few years ago.

It’s a global community that unites advises and empowers mission-driven women.

Immediately yes.

After meeting the CEO, Sharmadean Reid MBE, a few weeks ago, the invite dropped in my inbox.

And it did not disappoint. 👏🏾

The discussions got deep, covering:
👉🏾 Capitalism
👉🏾 Self actualisation
👉🏾 The year of super elections, political statements that we make by the brands we buy

And life in between.

Thanks so much to Sharmadean and The Stack World for the brilliant evening. 💛

Also, I’ve been spending so much time with brilliant women recently and I am here for it 👑

One of the most effective brand loyalty strategies to date:

The streak.

Brands are constantly evolving their loyalty programmes to keep users and consumers engaged on their app.

The gamification of a product is an addictive strategy, that creates an emotional response and an implicit system of reward and punishment.

Duolingo and Snap Inc. nail it.

The fact is, the streaks evoke pride, fear, and guilt.

Then the longer they go on, the greater the perceived gain of maintaining them.

And the greater the perceived loss of breaking them.

Some Snapchat users solely use the app to maintain their streaks by sending friends a daily pic with the caption “streaks”, not actually using it to communicate…

But, why do streaks have such a hold on us?

👉🏾 It all comes down to psychology.

Take Maslow's Hierarchy of Needs.

Streaks tap into our need for belonging and accomplishment.

Giving us a sense of achievement and progress.
(And a heck of a lot of clout when you reach the big numbers.📈)

👉🏾 Hype also plays into it.

The more hype surrounding a streak, the more pressure we feel to keep it going.

And, the FOMO guilt-trips you into thinking that breaking a streak would be letting yourself and the team down.

Duolingo does this with their “passive-aggressive” reminder notifications. 🤣

Ultimately, they tap into our deepest human desires and fears.

Ensuring we stay on the app for as long as physically possible.

Next time you find yourself caught up in a streak, remember these psychological forces at play.

Billie Eilish took ‘gatekept communities’ to a whole new personal level.

Surprise-adding her 111 million Instagram followers to her "close friends" list.

The move was a brilliant promotion tool for her new album.

And the aftermath of the stunt saw her gain over 9 million new Insta followers 🤯

Bringing the two-time Oscar winner’s total to 120 million.

The question is:

Is this the beginning of the end for “big social” and the rise of gatekept communities?

Over the last year, we’ve been exploring gatekept communities in our client social strategy sessions which has shown a growing trend towards subscription-based content.

A model we’ve seen used with sites such as Patreon and Substack.

For example, Steven Bartlett’s Telegram Messenger offers his followers exclusive deals and lets them in on content teases and previews.

Earlier this year, Instagram introduced a whole subscription feature, allowing creators to monetise their content by offering exclusive perks to their most dedicated followers for a monthly fee.

This move by Meta provides creators with an incentive to remain on the platform and generate income directly from their audience.

You get the goss, if you’re in the (paying) group.

(I mean it’s literally like being in the “popular group” at school 🙄).

In contrast, Billie Eilish offers fans exclusive insights and teasers using Instagram's free "close friends" feature.

The only requirement?

A simple follow.

Just when we thought creators couldn’t get closer to their audiences thanks to a tailored algorithm.

Now, they’re gravitating to private touchpoints to consume their fave influencers’ exclusive content.

The question is, will Insta users opt for the subscription-based model offered by the platform, or will they prefer to engage with creators who utilise more accessible methods, like Billie?

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