Steve & Barry's banks on PR for SJP clothing line launch

Actress Sarah Jessica Parker has teamed up with Steve & Barry's to create a line of affordable sportswear for women.

Actress Sarah Jessica Parker has teamed up with Steve & Barry's to create a line of affordable sportswear for women.

"We are working very hard to connect what this line is all about to what Steve & Barry's mission is all about, which is to show people that cool clothing doesn't have to carry a high price tag," said Howard Schacter, chief partnership officer at Steve & Barry's Sportswear.

Idea: Parker - who grew up as one of eight children in a financially struggling family, inspiring her to launch the line - features heavily in the fully PR-based marketing. "Women should be able to wear great clothes and not lie in bed at night feeling guilty about how much money they've spent," Parker said in a statement.

Tools: Bitten hits shelves on June 7. "We're launching the single-largest collection of women's fashion ever without the benefit of advertising," Schacter said. "PR is intended to generate 100% awareness among our target." Supported by a national online contest at www.bittensjp.com to win a shopping spree with Parker, the launch includes exclusive print and broadcast coverage on Oprah and in Glamour. Localizing the focus, Parker was scheduled to call women who are among the first in line on launch day in stores across the US and will go on the road for a local market tour. For this project, Steve & Barry's enlisted the help of Tracy Paul PR and Kraftworks, which created the visual communications strategy.

Measurement: Schacter notes, "We will do awareness studies. Most importantly, success will be measured by the cash register."

Organization: Steve & Barry's
Campaign: Launching the line of Bitten by Sarah Jessica Parker
PR team: In-house and Tracy Paul PR
Other marketing: Web site, online sweepstakes
Launch: June 7
Budget: Undisclosed

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