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.
Targeting trade media was a very focused strategy. Consumer media rely upon trades for breaking news, to stay on top of industry trends and to learn about new brands. The more consumer press saw Thierry on the online and print pages of the trades, the more familiar they would become with the brand. Brand coverage in the trades also 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 in 2016, including a coveted designer profile in one of the most widely-read and circulated issues of the top trade magazine, and one brand article. Not even halfway through 2017, there have been eight additional pieces of trade coverage. The agency is on track to double trade media coverage in 2017. 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 in 2015 to 47 in 2016.