FASHION CAMPAIGN: Ethical fashion takes step forward

Lawrence Warren, the founder of the ethical fashion accessories range WHERE, approached The Ideas Network to launch a range of sandals that were exclusive to Topshop's Oxford Circus store.

Campaign: Launch of ethical fashion accessories range
Client: WHERE
PR Team: The Ideas Network
Timescale: April - mid June 2008
Budget: Part of retainer fee, but around £10,000

OBJECTIVES
To raise brand awareness and drive footfall into the store on the launch weekend. To reinforce the key messages: the sandals are environmentally friendly and ethical fashion need not cost the earth.

STRATEGY AND PLAN
The plan was to target national, online and London titles to create a buzz around the sandals at the same time as hitting trade publications to reach potential stockists.

The range was positioned as a unique example of leading designers teaming up with Fair Trade communities to create 'fashion with a conscience'.

MEASUREMENT AND EVALUATION
The campaign picked up a half page in the Evening Standard on the Friday before launch. Pieces appeared in the Observer Magazine, The Independent, The Guardian and Daily Express. Nearly 20 websites covered it, as did thelondonpaper, London Lite and Time Out, and it was picked up in trade titles Drapers and Retail Week.

RESULTS
One style of the sandal has nearly sold out in Topshop, and French Marie Claire is featuring it in a future ethical feature.

The company has now had enquires from M&S, Debenhams, Sainsbury's, Monsoon, Next and John Lewis.

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