LA brand Velvet already had strong distribution in the UK, with over 70 stockists. However the perception amongst the UK was that it was ‘just’ an expensive T-Shirt brand. Our challenge was to position Velvet as the go-to brand for luxury basics and help attract new stockists.
We worked with Velvet’s European Sales agency to establish well known premium stockists across the UK and started a celebrity seeding campaign to target fashion icons including Claudia Schiffer and Elle MacPherson and established Lily Aldridge as the face of the brand.
We worked with Velvet for 10 years growing the brand and changing perceptions of the UK press. We consistently achieved a return on investment of almost 20 to 1 and the brand featured regularly in all target media including Vogue, Grazia and Sunday Times Style.
In SS/14 we launched the Lily Aldridge for Velvet collection with exclusive news features in Grazia and Metro, achieving an EAC of £74,200.