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Media Relations + Messaging Development + Website & Brand Strategy

Etcetera: Positioning direct sales as a fashionable career

Etcetera is a contemporary women’s fashion line sold via home-based “trunk shows.” It provides an exceptional shopping experience for women by helping them save time and money. Etcetera hires fashion-savvy women as wardrobe consultants who offer each customer a highly-personalized shopping experience in her own home with a wide variety of trendy fashion items.

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In 2011, Etcetera came to Red Fan with a goal of showcasing the brand as a top-notch career choice for women looking for a change of pace from the corporate world or a reputable means to earn extra income. The company needed support of its brand messaging as it prepared for its 45-state employee recruitment launch.

To support Etcetera’s goal, Red Fan organized its PR efforts to position the brand as a fashion-forward direct sales line with fresh options for each season through editorial placements. Red Fan also strategically selected target publications contingent on Etcetera’s regional talent needs. Features included placements in Elle Magazine, Forbes, Boston Herald, Business First, the Seattle Times and Women’s Magazine.

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The coverage Red Fan secured highlighted the professional opportunity Etcetera provided women who desired the stability and flexibility of owning their own businesses - a quality that set this business apart from any other in the industry. As a result, Red Fan’s PR and marketing support for Etcetera’s recruitment program helped grow the client’s wardrobe consultant team by 30 percent.

"Kathleen's excellent work in directing the Connaught Group, Ltd. to a new level of brand awareness has been remarkable. She nailed the desired image and corporate intentions immediately and secured an incredible amount of press in a short period of time, all with perfect messaging. Red Fan Communications is a take-it-to-heart business that gets things done, and done well beyond expectations." - Mary Alice Heape, President

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