NEW YORK: Luxury cotton brand Supima is launching a pop-up store in an effort to build brand awareness, as well as develop and solidify long-term relationships with designers.
Supima hired Think PR to build buzz about the store, slated to remain open from March 14 to April 13, and coordinate a series of in-store events, including free T-shirt painting and a runway show by Oligo Tissew, a designer label that cancelled a show in LA to participate in the promotion.
To promote the launch, Buxton Midyette, VP of marketing at Supima; Eric Dorfman, founder of theatrical advertising firm EdMedia; and Think PR are scheduled to "plant" an actual, 15-by-75-foot cotton field in a SoHo parking lot in New York City.
Representatives will distribute cotton stems with a "magalogue" and store information.
Think PR is focusing most of its efforts on media outreach. It will work on in-store events with various PR teams from the 12 participating designers. The teams will distribute a custom CD in the store and plant branded news boxes, containing the magalogue, throughout SoHo.
Midyette explained that he was inspired by the popularity of knits by brands such as James Perse and True Religion.
"[Consumers] look at thread count," he said, "and we really want to get to the point where all they look for is Supima."
Midyette and Dorfman had originally intended for the field to span a parking space and let the element of surprise drive broadcast media coverage on launch morning. However, Think PR prematurely leaked the details to the press. In an effort to reinstate that element of surprise, they planned to increase its scale.
Early news of the field resulted in widespread coverage, verifying the idea, explained Midyette. "We were inspired to come up with an even stronger promotion and take the field to the next level," he said.
Midyette and Dorfman said they're happy with Think PR's work, adding that the leak would not affect their relationship.