It’s the best proposal I’ve ever read and your delivery was superb!"Sally CraddockT.M. Lewin
T.M.Lewin was due to open a new store in Highcross, Leicester and wanted to commission a local agency to work with them to;
- Ensure the opening was covered by the press, and
- Help them make connections with local businesses
T.M.Lewin have a tried and tested formula whereby they engage a local agency for each of their store openings because they have the connections necessary to really make their opening go with a swing! We faced an additional challenge with the Leicester store opening as Highcross was opening at exactly the same time and with a rather larger budget than ours!
We had to find ways to ensure visibility and coverage for what was to all intents and purposes a very small budget. We strongly suggested to our client that they should actually put off the official opening until the buzz had died down about Highcross opening. After some internal discussions our client agreed. We then set about creating an invitation only press event and an invitation only business event.
We suggested that both events ran out of hours, included senior T.M.Lewin representatives and a fashion show compared by T.M.Lewin’s Chief Designer. Our client loved our ideas and so did the invitees as both events were extremely well attended. T.M.Lewin gave every attendee a free shirt and cufflink set and trade was brisk! The business event resulted in over 75 businesses attending (175 individuals) all of whom agreed to go onto the T.M.Lewin customer database and receive new offers and email updates.
Results
Over and above the business event, the press event was attended by 30 journalists from print and broadcast which helped to ensure significant coverage was achieved and new relationships were developed between T.M.Lewin and the local press. Over 8 articles appeared post event with T.M.Lewin being approached by 69 degrees magazine (a fashion and lifestyle magazine for the East Midlands) who wanted to use their clothes as part of a fashion shoot. Four double pages resulted in this glossy publication!
“We loved working with T.M.Lewin and still do some work for them now. Working with an international chain on such a local initiative was a refreshing change as our client wanted to make their newest shop relevant to the local market; but then when has fashion been anything other than fun?”
Rachel Hargrave, Agency Director — The Phoenix Partners
What else have we done?
We have also worked with other fashion retail brands including Collar Company, T K Maxx, Just Trade, Fly 53, Pepe Jeans, GUESS Watches, Gc Watches and GUESS Jewellery.