Messaging Development + Website & Brand Strategy + Rebranding + Event Support
Carlisle Collection is a contemporary clothing line designed for busy, stylish women with luxurious showrooms in New York City and Greenwich, Connecticut. Known for its show-stopping pieces, tailored customer service and direct-selling business structure, the unique high-fashion brand was faced with a business challenge.
As the company launched another luxury-clothing line in fall 2011, Per Se Collection, Carlisle began to lose its audience to its trendier, more affordable sister. Red Fan’s knack for rebranding and media relations expertise made it the perfect agency to bring back the allure to Carlisle Collection.
Following the launch of both collections’ newest pieces, Carlisle needed an agency that could reinvigorate the clothing line’s promotions. Red Fan crafted messaging platforms and established brand awareness for the clothing and showrooms to meet Carlisle’s business needs.
Focusing on the lack of awareness of direct selling among high fashion, Red Fan arranged media interviews featuring Susan Klope, the lead designer behind the Per Se Collection and former lead designer at a major fashion brand such as Elie Tahari. This strategy helped to deliver the quality and vision behind each piece in the Per Se Collection and how direct sales allows an out of the box shopping experience for women.
To promote the clothing and showrooms, Red Fan created an invite-only event program that unveiled new collections for every season. Red Fan coordinated with fashion industry reporters, influencers, bloggers, and nonproft partnerships to ensure their presence and foster buzz around the events. Some notable guests include bloggers who previously worked for Martha Stewart and Seventeen Magazine.
Challenged with differentiating Carlisle Collection from the clutter of other fashion brands, Red Fan used its media relations expertise combined with strategic paid relationships to send out press releases and published full-page and color advertisements, garnering a wide range of coverage across the country.
Coverage included Washington Life, Omni Hotels & Resorts, NY Social Diary, Connecticut Cottages & Gardens, Fairfield County Look, and Greenwich Magazine. Notable events included a specialty show at the Bedford Post Inn, a sought-after luxury inn owned by Richard Gere in Bedford, New York.
"When it comes to getting the right press, the right message and in a first-class way, Red Fan is the PR firm we trust."
- Bill Rondina, Founder, Chairman & CEO of The Connaught Group
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