Legacy brand Woolrich John Rich & Sons approached us with a problem. They offered some of the highest-quality products in the market, but their street credibility had been on the decline. Newer, more nimble brands were taking over the fashion conversation but not offering consumers the same quality product. Our team was tasked with devising a strategy that would put them back on the map, create a news cycle, and create demand amongst consumers.
Our team devised a strategy that would create a groundswell while simultaneously creating media mentions. Our team also identified an opportunity for thought leadership in winter wear and celebrity fashions via exposure of the Woolrich family. As part of our strategy, we aligned (negotiated and brokered contract) with the Sundance Film Festival where we knew celebrities, gatekeepers, and tastemakers would be eager to adopt a higher quality garment if they were made aware of it. We made sure to have John Woolrich’s grandson on-hand to give interviews and meet influencers.
Our team executed over 35 celebrity dressings that yielded over 120 million impressions and stand-alone headlines. Our team also created direct relationships for the Woolrich family with names like John Legend, Wynona Ryder, Nick Jonas. The ROI was so large that our team was brought on for another 7 years to continue executing similar strategies for the legacy brand.
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