case study: charlotte & jane objectives: launch 50s inspired fashion brand to media and key...

Case Study: Charlotte & Jane

Objectives:• Launch 50’s inspired fashion brand to media and

key target audiences• Position Charlotte & Jane as a new ethical Irish

brand specialising in the ‘perfect’ dress• Raise the profile of the Charlotte & Jane brand to

increase online purchases from their website and encourage key boutiques across Ireland to stock the brand

Activities

• Targeted media relations – Announcement Press Release targeting:

• National fashion editors and journalists• Key stylists across print and broadcast• Regional fashion writers• Bloggers• Consumer ‘What’s Hot’

• Providing consultation on online presence– Facebook– Blog– Twitter

• Exclusive viewings – Key media contacts– General public

• Photoshoots

Results

• Excellent response from media with ongoing positive and consistent coverage– Front cover of the Irish Times Magazine– Front cover of Your Life supplement in the Irish Mirror

• Positive response from media and the public to the Charlotte & Jane Exclusive Viewings

• Numerous print and broadcast features in progress

• Charlotte & Jane online sales have increased dramatically with two boutiques requesting to stock their dresses within the first two weeks of PR activity