In The Style

Objectives

Manchester-based fast fashion brand In The Style approached Avant PR with a view to working on not only its fashion range but its collection with The Only Way is Essex star Lauren Pope and to also launch further celebrity collaborations. In The Style had a vision of rapid growth and entrusted Avant PR with getting the brand and its celebrity ranges to its key titles and ultimately, consumers.

Strategy

The Avant PR team works proactively across both In The Style’s main range and all three of its current celebrity collaborations – with Geordie Shore’s Charlotte Crosby, Made in Chelsea’s Binky Felstead and The Only Way is Essex’s Billie Faiers. The team uses its impressive contact list to ensure In The Style is featured on relevant pages across target titles and that high-impact wider features are secured as regularly as possible.

For the launch of each seasonal celebrity collection, Avant PR organises a full day of press interviews and also manages regular, seasonal events encompassing evening parties with celebrities, bloggers and other industry figureheads. These events are regularly featured on the likes of the Mail Online and the party pages of daily and weekly titles including The Sun and Hello, and Avant PR has recently won a PR Moment award for its work on the Binky x In The Style launch party.

Outcome

In The Style has gone from strength to strength over recent years, breaking all records, thanks to its work with Charlotte, Binky, Billie and Lauren, with its marketing campaign being a huge part of the mix. Ranges sell out repeatedly and sales targets are smashed for every collection the brand puts out.

Now a household name, In The Style boasts a loyal customer base and a host of celebrity and press fans that is growing continuously.

Highlights

  • Almost 500 pieces of coverage received in the first 18 months of In The Style’s press campaign
  • Features including full, double and even five page spreads in key national media
  • Event coverage across the board of target online and showbiz press, including an average of six stories on the Mail Online on the night of each party