Smashbox brings in R&C as new AOR

LOS ANGELES: Smashbox Fashion Week Los Angeles has chosen Rogers & Cowan as its AOR to help promote the fledgling West Coast designer showcase.

LOS ANGELES: Smashbox Fashion Week Los Angeles has chosen Rogers & Cowan as its AOR to help promote the fledgling West Coast designer showcase.

The biannual event, which premiered last April, highlights West Coast designers with runway shows and parties, similar to New York?s Mercedes-Benz Fashion Week, staged by event producers 7th on Sixth. While the LA event is more modest, it is facing increasing competition from 7th on Sixth, which hosts a competing Mercedes-Benz-sponsored event in downtown LA.

Because of the sprawling nature of the city, media members and designers complained about being forced to choose between venues during last spring?s event, making it increasingly important to have outreach to the event?s constituents.

?In looking at what?s really going to make a successful event, press became a major concern,? said Smashbox CEO and cofounder Dean Factor of the search for an agency. ?It?ll come down to the designers, the editors, and the time slots for shows. We?re certainly doing everything we can to make our event as good as possible.?

R&C is charged with helping Smashbox land high-profile designers, as well as outreach to trade and consumer media. Until now, the company has handled all PR in house, but decided ?more resources? were necessary, said Factor.

Smashbox interviewed other LA agencies, including BNC, BWR, and People?s Revolution before choosing R&C.

?There were other firms that were better in some aspects, but overall, [R&C] has the wider skill set for an event like this,? explained Factor.

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