Objective: Wetherly was tasked with launching the Spring 16 collection of British footwear brand, Dear Frances, in the US.
Strategy: With the brand’s unique approach to season-less footwear and accessible Ecommerce, Wetherly positioned Dear Frances as a thoughtful standout with quality, fashion-forward products.
Tactics: Wetherly secured Vogue.com as the exclusive launch for Dear Frances in the US and felt the site was perfect to tell the brand’s story and introduce the collection. From there, interest became apparent with important editors, including the New York Times, who loved Dear Frances’s simplicity and style. Other publications such as The Observer, Glamour, Who What Wear, Refinery29 and W wrote about the brand’s continuous buzz and easy elegance, while celebrities and influencers alike began to wear gifted styles and tag the brand on social media. So far the launch has garnered over 120 million impressions and has since sold out of several shoes from the collection.