THE SWEDES ARE COMING
Store openings and fashion PR
ginatricot is Sweden’s number two in matters of fast fashion. When the brand made its début in Germany in 2010, it only meant something to fashionistas who had come across it on shopping trips to Stockholm. To change this situation, we set up a two-stage strategy: First we motivated local opinion leaders to come to some attractive pre-shopping events, created specially for the store openings.
Next, we increased the level of brand awareness on a nationwide scale – through targeted fashion PR and blogger relations. Year on year we then gradually increased the PR output through brand events and collaborations.