Luxury Fashion PR
The Hervia Group launched in 1993 when founder, Oscar Pinto-Hervia, set out to support and promote high-end fashion as well as British design talent. Hervia works with fashion labels such as Rick Owens, Thom Browne, Yohji Yamamoto, Sibling, Comme des Garcon, USLU Airlines, Bella Freud and KTZ. We were tasked with increasing press coverage within targeted UK publications to promote the new Autumn/Winter 2015 collections and the Hervia Bazaar boutique in Manchester.
- To showcase Hervia’s fashion and beauty collections to all media contacts across the national, consumer, broadcast, trade and online press.
- To generate awareness of Hervia.com, and the Manchester boutique and raise the brand’s profile as a high fashion retailer for men and women which offers a unique depth of product.
- To raise the profile of Oscar Pinto-Hervia in relevant fashion & business media, utilising his 30 year knowledge and expertise of the fashion industry.
Originality and Creativity
Throughout the Autumn Winter 2015 season we developed and implemented a range of creative campaigns to engage targeted media titles with the brand and ensure that they were kept up to date on new designer collections stocked at Hervia. This included maximising on key dates such as London Fashion Week and LCM, targeted gifting activity, loaning samples for high-end photoshoots, expert commentary and features, celebrity gifting and endorsement and blogger outreach. Additionally we negotiated a partnership with the Fashion Editor for the prestigious Sunday Times Style magazine who worked with Hervia as their ‘Voice of the Industry’ raising the profile of their brand amongst the fashion community through a range of activity.
Strategy and Implementation
- Press Engagement: face-to-face desk-side visits, breakfasts and lunches with key fashion press to ensure Hervia was at the forefront when relevant features were put together.
- E-alerts & Press releases: highlighted key pieces, designer collections and seasonal events such as Halloween, Christmas Gifts and New Year’s Eve party wear. We distributed these to a target list of key journalists on a weekly basis.
- Engaging with Fashion VIPs: We approached carefully selected influencers and celebrities and supplied outfits for events in exchange for social media mentions and coverage opportunities. We nurtured a relationship with model, presenter and Made in Chelsea star Ashley James who featured Hervia regularly on her fashion blog, social media channels and her column on Huffington Post. Ashley also took part in an Instagram ‘takeover’ for Hervia during London Fashion Week.
- Expert Commentary & Features: To generate further media opportunities for the brand outside of traditional product placement we positioned Oscar Pinto-Hervia as an expert commentator in the media. We created a feature surrounding fashion at the Golden Globes and included comments from Oscar on celebrity style which led to coverage on a selection of online titles including Mail Online.
- Journalist Collaborations: we secured a collaboration with Sunday Times Style journalist Flossie Saunders. Flossie helped to raise the profile of Hervia by acting as their ‘Voice of the Industry’ which included activity such as website ‘takeovers’ and social media.
Results and Evaluation
Between May and December 2015 we generated 96 pieces of coverage for Hervia including features within The Sunday Times Style, Sunday Telegraph’s Stella, Daily Mail, Daily Express, Metro, Hello! Fashion Monthly, The Times, Glamour, Grazia and Mail Online. We also secured a number of pieces in Manchester titles to promote the Hervia Bazaar including a full page feature in Manchester Evening News profiling Hervia’s founders. We secured a number of partnerships with fashion VIPs such as influential fashion bloggers Be Frassy, Pages by Megan, The Everyday Man and Prince Cassius. This, along with our work with Made in Chelsea’s Rosie Fortescue and Model/TV Presenter Ashley James led to widespread online coverage including Mail Online and Huffington Post. Working with Flossie Saunders as Hervia’s ‘Voice of the Industry’ generated social media coverage for the brand as well as a developed relationship with the publication.
The Sunday Times
Sunday Times Style