Donald Pliner taps 5W as it goes high fashion

NEW YORK, NY: Luxury footwear brand Donald Pliner, well known for comfort, named 5WPR its US AOR following a competitive RFP process.

NEW YORK, NY: Luxury footwear brand Donald Pliner, well known for comfort, named 5WPR its US AOR following a competitive RFP process.

The scope of work includes consumer PR and social media surrounding accessories and men's and women's footwear, including its new Lisa Pliner line – named after CEO and owner Donald Pliner's wife - slated to hit stores in the next few weeks.

“It's under her own name so we can target a Barneys or Scoop or Intermix for a different customer altogether,” Pliner told PRWeek. “She's 20 years younger than me so she has a new attitude and concept of fashion.”

The brand is looking to position itself as more high fashion and relevant in luxury. “We're trying to reach our existing customer but also a much younger audience and make people aware of the fact Donald Pliner is not just an old-bubby shoe, but high and fast fashion,” he said.

The company invited four undisclosed agencies to participate in the review process, not including five-year AOR Atelier, said Pliner.

“It was as mutual as any termination could be,” he said. “It was important to move on and look at another point of view. As technology and fashion changes, imagery changes.”

5W CEO and president Ronn Torossian explained that an existing client introduced the agency to the brand. He added that the deal is a six-figure annual retainer contract. 5W will also handle cause marketing for the brand's Peace for the Children Foundation.

“It's a brand that has great awareness, and we want to have increased awareness." said Torossian. "You won't see a radical 180; this isn't a turnaround story."

He said key message points will be comfort and look, targeting a diverse audience “across celebrities, fashionistas, but also across middle America.” 

Atelier did not return a call to comment.

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