Glimpse PR's integrated campaign as American Rag enters China

The contract encompasses events, media relations, copywriting, design and social media management for the US brand.

American Rag aims to open 30-40 stores in China and Hong Kong in the next few years
American Rag aims to open 30-40 stores in China and Hong Kong in the next few years

CHINA: Glimpse PR is spearheading a full-service PR plan for US fashion chain American Rag as it prepares to enter the Chinese market.

The brand will begin trading in the country this Fall with the opening of its flagship store in Shanghai. It then plans to open a further 30-40 stores across China and Hong Kong.

Glimpse PR signed a retainer deal with the company in January and is now ramping up its work ahead of the first opening.

The contract encompasses events, media relations, copywriting, design and social-media management.

"Given that its American Rag’s first entry in the Chinese market, it currently has low brand awareness but holds an aggressive expansion strategy plan for the next three to four years," said Glimpse managing director Mabel Yao.

"Therefore we are targeting nationwide B2B and B2C traditional media and well as using China’s social media platforms to educate the customers about the brand’s values and business model while collaborating with emerging Chinese talents and bloggers.

"We are also activating their social media platforms such as Weibo and WeChat in order to communicate with the audience about the brand’s history and denim culture."

Recently Glimpse was also appointed by the luxury heritage Swiss brand Jaquet Droz (within Swatch Group) to create an integrated PR strategy across social media, events, and traditional media for Greater China, while Marchon Eyewear named it as its official PR agency in the country.

The agency has a strong portfolio of luxury brands, but Yao said it was still a good time for the higher-end of the market, despite a reduction in economic growth and government crackdowns on the gifting culture among officials.

"Although the luxury market has entered a general slowdown, I believe it is still a good time for the luxury market in China as the Chinese still have a need and requests for luxury products/services. However, brands [need to be] more inspirational, CRM-oriented and have strong and clear communication around brand values, rather than only showcasing big ‘blinged’ logos," she added.

The agency, which is 10 years old, is growing around 15 to 20 percent per year, she added.

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