DIARY: German jeans giant buttons up the junior market

A recent teaser campaign by Quantum PR had unexpected results. Twenty UK fashion editors were sent forms to fill in for jean sizes as part of a profile-raising UK campaign for Mustang Jeans - which I’ve never heard of but am reliably told is a leading jeans brand in Germany.

A recent teaser campaign by Quantum PR had unexpected results.

Twenty UK fashion editors were sent forms to fill in for jean sizes as

part of a profile-raising UK campaign for Mustang Jeans - which I’ve

never heard of but am reliably told is a leading jeans brand in

Germany.



Several editors, who are apparently hard to get hold of in the fashion

business unless offered a lunch at Harvey Nicks, replied sharply.

Perhaps they were lured by the offer of a free pair of jeans or tempted

by the description of the garment’s ’sanded and hand brushed creases in

the crotch area.’ However, the plans of the PR firm were partly

scuppered when a number of the forms were intercepted by eagle-eyed and

cash-strapped juniors who snapped up the offer of a free pair of jeans

before their editors could get their hands on them. Quantum PR

consultant Jo McConnell commented: ’The whole slogan is ’To know them is

to wear them’, so we had to send the pairs of jeans out.’



It will be interesting to see how much press coverage Quantum’s tactics

generate.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.