FME takes fashion focus

ATLANTA: After a three-month search, Interactive Apparel has chosen Fletcher Martin Ewing PR as its agency of record. FME has been hired to elevate the client's visibility among designers, manufacturers and wholesale buyers in the highly competitive fashion industry.

ATLANTA: After a three-month search, Interactive Apparel has chosen Fletcher Martin Ewing PR as its agency of record. FME has been hired to elevate the client's visibility among designers, manufacturers and wholesale buyers in the highly competitive fashion industry.

ATLANTA: After a three-month search, Interactive Apparel has chosen Fletcher Martin Ewing PR as its agency of record. FME has been hired to elevate the client's visibility among designers, manufacturers and wholesale buyers in the highly competitive fashion industry.

Interactive Apparel builds and operates Internet-based retail stores for boutique companies such as Willie Esco and Fubu as well as fashion portals such as y2g.com.

'Some of the smaller, very successful brands are not able to leverage the Internet because they don't have the infrastructure and resources to do that,' said Kevin Williams, Interactive Apparel VP of marketing.

Interactive Apparel has the distinction among its competitors of being able to handle product delivery for bulk wholesale orders as well as single-unit consumer sales. The company targets fashion companies that already have a strong informational Web site but do not have a retail element.

Williams contacted former colleagues at Coca-Cola for recommendations when he began his search for an agency. The Headline Group, Abovo Marketing and consultant Todd Pritchard competed for the account. The full PR budget has not been determined.



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