FRAME Denim Launch
Objective: Put new label FRAME on the map within a saturated premium denim market, with a strong focus on media awareness and VIP relations.
Strategy: Drive awareness and sales for new label FRAME developing and working through a clear PR and VIP strategy spanning luxury focused long lead, short lead print and digital media with a strong focus on getting the brand on the right VIPs and celebrities.
Tactics: Wetherly built a strong launch plan, targeting key publications to roll out brand features timed to the collection hitting top retailers. In LA top product was selected seeded to a very select group of VIPs and monitored for placement. Utilizing our strong editorial and stylist relationships, Wetherly was able to secure brand features in top publications including ELLE, The New York Times, Style.com, Marie Claire, LA Times, and placements on target celebrities including Sienna Miller, Emma Watson, Amanda Seyfried, and Beyonce within the first six months of launch.