PR team: In-house
Timescale: February 2010
February sees autumn and winter fashion collections shown all over the world. These shows are accompanied by media commentary about the size of catwalk models.
- To create discussion around size in the run-up to London Fashion Week
- To raise awareness of Principles' return to the High Street, at Debenhams.
Two size 16 mannequins were placed in the Principles by Ben de Lisi window in the Oxford Street branch of Debenhams, accompanied by a sign saying 'I'm a size 16, do you want to see more of me?' Photographs of the mannequins being dressed were sold in to the media, and an exclusive was secured with the London Evening Standard. Following the exclusive, a press sell-in and photocall was arranged.
Measurement and evaluation
Coverage appeared in the London Evening Standard, the Times, the Mirror, the Yorkshire Post, The Daily Telegraph, the Metro, the Western Mail, The Sun and the Eastern Daily Press. The story also appeared on London Tonight, GMTV, Sky News and The Wright Stuff. Online, the story was covered on several sites.
The campaign generated positive feedback in-store. Debenhams' Facebook page received nearly 7,000 page impressions.