Stylish Results Lead to U.S. Market Growth
Thierry Rabotin is a high-end line of handmade-in-Italy footwear by its eponymous designer. The collection has been available in Europe for several years, but struggled to achieve similar brand recognition with American consumers. With an almost cult-like following of brand enthusiasts across Europe and in Asia, the brand was challenged with making media connections in the United States. Hollywood Agency knew that to make brand introductions with top-tier consumer press, creating a brand identity within the market was an essential first step.
The focus on trade media was two-fold:
Consumer media rely upon trade media for breaking news, to stay on top of industry trends, and to learn about new brands. The more consumer press sees Thierry on the online and print pages of the trades, the more familiar they would become with the brand.
Brand coverage in the trades means increased exposure to independent retailers and buyers, which can lead to additional distribution and consumer access.
Hollywood Agency’s efforts resulted in eight pieces of trade coverage, including one coveted designer profile – which was in one of the most widely-read and circulated issues of the top trade magazine – and one brand article.
The growth in trade coverage has led to meetings and opportunities with some of the most highly-regarded women’s magazines, for which the brand is being considered for future coverage. Distribution has also increased, from 42 accounts to 47.