ASSIGNMENT
French/West/Vaughan was assigned to introduce the Justin Boots Vintage
Collection to mainstream fashion and top Western industry publications and
their fashion editors.
MESSAGE
FWV made Justin Boots - and the Vintage Collection specifically - the
"coolest" boot brand in the country.
PROPOSITION
In order to introduce the Vintage Collection to the target audiences, FWV
implemented a PR program that targeted and educated key editors and
fashion stylists. Consequently, a "Justin Vintage" buzz trickled its way down
to celebrities, Western icons and eventually to the people on the streets.
PROGRAM ELEMENTS
FWV interacted with 100+ New York-based editors and fashion stylists, and
coordinated an event that incorporated the following:
- Boot fittings and gift bags for editors to add an "experiential" component to the line review
- One-on-one time with the designer and key executives with the brand
- Spa treatments, including pedicures and foot reflexology following their boot fittings
- Line review and chance to place "orders" for upcoming shoots, etc.
- Product display and archived photos from Justin's storied history
In addition to event execution, FWV continued media outreach efforts postevent
with both mainstream fashion editors and Western industry publications.
RESULTS
Media efforts resulted in the following:
- Obtained 75% editor attendance of those invited, which led to 79,607,248 total media impressions
- Leveraged nearly $2 million worth of ad value placements
- Wrangled national exposure on MSNBC's "Imus in the Morning" (10 million listeners and viewers). Don Imus and Tom Brokaw conversed about Justin Boots while images of the Vintage Collection and product packaging as well as the logo appeared on air
- Drove 16,000+ potential consumers to www.Justinboots.com to enter Lucky magazine's "Lucky Breaks" online giveaway
- Garnered media placements in national consumer, trade and top Western industry publications including Lucky, Cosmopolitan, Playboy, Seventeen, Footwear News, Cowboys & Indians, Horse and Rider, Tack N Togs and Western & English Today
- The line sold 300% over its original plan
- The line sold into 500 retail doors, many in NYC, including upscale retailers such as Nordstrom, Macy's, Bloomingdales and Lord & Taylor; approximately twice the initial launch expectation
- Sales demand exceeded 65% of initial forecast just to the stores in NYC during the week of the PR launch
- The line sold in so well, production initially backed up six months resulting in increased production capacity and plants working six days a week to increase supply
- Sell-through: reorders began the week after initial shipments. Retailers demanded any style in any size as quickly as possible, resulting in the addition of four new planned Vintage Collection releases for 2006
