Kaplow adds two Kellwood brands to roster

CHESTERFIELD, MO: Fashion designer, manufacturer, and merchandiser Kellwood Company selected Kaplow PR as AOR for its XOXO and Zobha brands following an informal review involving three agencies.

CHESTERFIELD, MO: Fashion designer, manufacturer, and merchandiser Kellwood Company selected Kaplow PR as AOR for its XOXO and Zobha brands following an informal review involving three agencies.

Kaplow began managing the two accounts in December, working on traditional PR for modern fashion brand XOXO and PR and social media strategy for active wear brand Zobha. Kellwood is the master license holder of apparel for XOXO and the owner of Zobha, which it added to its family of brands in July 2010.

Doug Zarkin, VP of marketing at Kellwood, said the company decided to go with Kaplow because of the firm's ability to raise awareness among press, bloggers, and consumers.

“On both Zobha and XOXO there's an incredible opportunity to create a dialogue with the editorial community and translate that conversation to the consumer,” Zarkin explained. “Kaplow has an expertise in creating conversations, but also taking conversations and bringing it to another level strategically and executionally.”

Kaplow has been AOR for Kellwood's Baby Phat brand since December 2010, handling PR and social media.

Margarita Miranda-Abate, SVP of consumer lifestyle at Kaplow, said the agency's goals for the two accounts are to raise recognition and communicate to media and consumers that “each brand has its own personality and own voice.” Seven staffers at Kaplow focus on Kellwood brands, she added. For Zobha, the agency works closely with the brand's internal team on social media planning and execution.

Zobha is “entering an extremely competitive and growing industry,” said Zarkin, which is why Kellwood wants Kaplow to position it as a “premium-quality active-wear brand for men and women.”

Prior to Kaplow, LaForce + Stevens was AOR for Zobha for about a year and a half, and Now and Zen Group was AOR for XOXO for a year, said Zarkin.

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