Establishing the Brand as a Pinnacle of Luxury
Issue: A well-known player in the denim industry, 34 Heritage premium men’s denim tasked Coyne PR with establishing the brand as the pinnacle of luxury and comfort for the refined man, as well as a major force in the ever-evolving men’s fashion media landscape. With a specific focus on building new editor relationships and introducing the brand to the menswear industry at large for the first time, Coyne leveraged existing media ties and the team’s industry knowledge to garner significant, impactful digital and print coverage, all the while emphasizing the brand’s refinement and quality.
Idea: With a dual focus on building an organic blogger and media program and forging editor relationships, Coyne PR stepped into the new challenge full-speed ahead. Highlighting the brand’s unique fit, stellar fabric and refined look & feel, the team generated dozens of pieces of coverage, in addition to product requests sample pulls following proactive, targeted and extensive media pitching to kick off the partnership. Coyne also worked to establish the brand’s identity as a refined everyday option for the man who enjoys tailored suits. Using the 34 Heritage showroom as a dedicated focal point, Coyne invited top media, including publications like Maxim and Esquire, to view the brand’s S17 collection while enjoying premium Scotch and a gifted pair of 34 Heritage denim. The event left a lasting impression on top editors, some of whom called in and featured product the same week.
Impact: Coyne PR’s efforts have paid off in terms of driving home the brand’s focus on luxury, quality and style. A range of publications and top outlets have shone the spotlight on 34 Heritage, with coverage including top luxury and business features from the likes of Forbes and TheStreet.com. Top bloggers have also established the brand’s burgeoning style credibility and refinement. In total, than 50 million media impressions have been generated following ongoing outreach, with top-tier trade and lifestyle outlets like MR. Magazine and Men’s Journal also expressing interest in future coverage.