NEW YORK: Luxury cotton brand Supima selected Hill+Knowlton Strategies as its first PR AOR following an RFP.
Supima chose H+K because of its experience in fashion and social media, said Buxton Midyette, VP of marketing at Supima. He said five agencies participated in the review, but declined to name the other firms.
“H+K put a lot of time into learning our brand before they even put together the proposal,” Midyette explained, “and that really showed in their recommendations and their strategic directions, so it was an easy decision for us.”
The agency will be responsible for media outreach, including both b-to-b and b-to-c outlets, event execution, and social media management and strategy development.
Midyette said the goal for Supima is to connect consumers with the company's licensees, brands, and retailers that use the cotton in products.
“It's about making Supima the most successful part of their collections,” he said, “and that's where H+K is going to be central to our efforts.”
He added that the company's social media platforms, such as Facebook, Twitter, Tumblr, and Pinterest, are important for the brand because they provide “great opportunities for Supima to connect with consumers.”
One of the big events that H+K will help Supima with this year is the company's Fifth Annual Supima Design Competition, which features collections from top design schools in the US, including the Fashion Institute of Technology, Pratt Institute, Rhode Island School of Design, and Savannah College of Art and Design.
“[The finalists] will be showing their collections at Mercedes-Benz Fashion Week in New York at Lincoln Center in September,” said Midyette, “so we're really excited to have H+K on board to help support us in this exciting project.”
Midyette said the competition is a great way to reach consumers and “showcase the benefits of Supima fabrics.”
In 2011, the event was covered by MTV, CNBC, and The New York Times, as well as trade publications, and Midyette said the brand wants to engage even more consumer and trade outlets this year.