CURVATION: FIT FOR A QUEEN
LT launched Curvation, the Vanity Fair intimate apparel collection, featuring Queen Latifah. The brand was designed exclusively for curvaceous women and is supported solely by public relations and promotion. Utilizing research that revealed full-figured women often admitted to having low self-esteem, LT created a sustainable media platform by announcing Project Confidence by Curvation, a multi-tier campaign focusing on fostering self-assurance. At the core is a national search for women who inspire confidence in others. Nominees are honored at an awards luncheon hosted by Queen Latifah, where the winner is announced before an audience of media. LT also conducted the kickoff of Confidence Days with Wal-Mart that began with a live Queen Latifah concert at the Secaucus location and was followed by national in-store promotions offering professional fittings and Confidence bracelets. Additionally, LT partnered with the YWCA to develop a national Confidence curriculum and arranged for National Woman’s Confidence Day to be announced in Congress, where Congresswoman Carolyn B. Maloney submitted it as an Extension of Remarks in the Congressional Record. The campaign is entering its third year.
THE SMELL OF SUCCESS: BANANA REPUBLIC
"Nobody does what Banana does," said Women's Wear Daily, referring to the brand's perfectly-honed mix of quality, on-trend fashions for young adults. Lippe Taylor's challenge was to get people thinking beyond fashion to fragrance, and make Banana Republic a compelling destination for its new, unique and elegant personal care products. Working closely with brand guru and fragrance designer Gary McNatton, Lippe Taylor introduced Banana's signature "M," "W," "Modern" and "Classic" fragrances, as well as subsequent home fragrance collections. The campaign featured an exclusive editor "Scent-sational" event at Banana Republic's headquarters, plus ongoing aggressive media relations with the goal of making Banana a part of every fragrance story. The campaign generated widespread product coverage in fashion, lifestyle and service magazines and newspapers. Key highlight: Showcasing Banana's Calla Lily candle on Oprah's annual holiday "Favorite Things" show, and watching the candle sell out of every Banana Republic store nationwide the following day.
FAONNABLE: FASHIONABLY FRENCH
Created by renowned French master tailor Albert Goldberg, Façonnable was known primarily by Nordstrom customers as an in-store bridge line, offering classic, high-quality tailored sportswear for men and women. Beyond this small, devoted U.S. customer base, "Faço" was virtually unknown, unrecognized and uncovered in fashion media. LT was charged with elevating media awareness of the brand, as well as managing the opening of new Faço stores at South Coast Plaza in Orange County and in Beverly Hills. Lippe Taylor hosted market editors in a pop-up showroom throughout the year, generating coverage in an extensive variety of upscale fashion and lifestyle books including Harper’s Bazaar, W, Town & Country, Vogue and Marie Claire and increasing visibility and sales.