Liam Gallagher launches Pretty Green’s Covent Garden Store
Pretty Green is a British clothing label founded and designed by Liam Gallagher. With an established London store in Carnaby Street, PHA was briefed to organise the launch event for the opening of the second London store in Covent Garden, as well as an ongoing launch campaign within the media. This ran alongside integrated press office activity for the brand, for which PHA was tasked with increasing the credibility of the brand, placing coverage within key fashion titles.
- Client: Liam Gallagher
- Categories: Events
- Project URL: http://www.youtube.com/watch?feature=player_embedded&v=RsaiUhORUfY
Launch event for press, celebrities, industry insiders and friends of the brand.
Announce the Pretty Green Covent Garden store to all press, gaining maximum exposure in the national, online, broadcast and local London media.
Organise select interviews with Liam Gallagher with targeted media to announce the launch of the store.
Engage the brands loyal customers; ‘The Tribe’
Gain maximum footfall for the new store
Originality and creativity
Originality – We created an in store launch event that fitted perfectly with the Pretty Green ethos and brand identity with music and style as the focus. The event, which was attended by invited press and industry insiders launched the new store in true Pretty Green fashion, and reinforced Liam Gallagher’s key role within the brand, as well as its rock and roll influence.
Creativity – Organising for the FA Cup to be in attendance at the event, following Manchester City’s win against Manchester United the week before created an additional talking point and news hook for journalists and photographers.
Promotional staff with bespoke leaflets was deployed across Covent Garden in the build up to and during the event to encourage brand awareness and hype around the launch event.
An exclusive competition for Facebook fans to attend the event and meet Liam also created maximum engagement with the brands online tribe.
Strategy and implementation
PHA organised and worked closely with the Pretty Green team on all aspects of the event, forming the initial plan and idea, managing media invites, securing drinks sponsors, organising catering and entertainment, full event management, guest list and red carpet management and achieving valuable media coverage.
We organised a number of high profile interview opportunities with MTV, ShortList, Absolute Radio, ES Magazine and Drapers for Liam Gallagher to discuss the brand and re-enforce the growth and strong fashion credentials of the brand.
Following exclusive interviews with Liam Gallagher for these top publications, we then approached all media with the news story, offering collateral from the event and quotes from Liam to gain maximum exposure.
Results and evaluation
The store launch was extremely successful with over 200 guests attending including high profile journalists, celebrities and industry insiders. The management of the event was smooth with the event running exactly to plan. The hype around the store opening grew a large crowd of fans outside the store on the night of opening resulting in high footfall and consumer awareness.
Resulting press coverage included four top tier pieces of coverage, including a front cover and four page interview with Liam Gallagher in Shortlist and ten pieces of further national coverage all relating to the store opening.
As a consequence of the coverage achieved and resulting sales, the Covent Garden store contract was renewed as continued store footfall and sales were maintained. The store remains one of the brands best performing.
Evening Standard Magazine