F A S H I O N  &  J E W E L R Y

2K BY GINGHAM

​As jeans became more form fitting, some women desired jeans that were made especially for them.  Enter Not Your Daughter’s Jeans, creator of the "Tummy Tuck Jean." 



GOALS:

To launch the brand as high-end, stylish and flattering jeans for moms and increase sales to retail outlets. We wanted our target audience to say, “I need these jeans in my closet.”  



TACTICS:

 

​MEDIA OUTREACH:​​

Our agency's efforts made Tummy Tuck Jeans a national sensation!

 

We secured a lead story on the AOL home page.  Everyone that had an AOL account logged on and saw a feature about NYDJ.

 

Elizabeth Hasselbeck held up the jeans on The View and said how much the audience was going to love them; Oprah did the same on her show. Diane Sawyer touted their slimming nature on Good Morning America and on the Rachael Ray Show, Rachael kindly gave us the following testimonial: “Girls who like to eat need Tummy Tuck jeans."  

 

We also placed print stories that were meaningful and far-reaching in high-profile women’s magazines including,  Woman’s Day, Glamour, Latina Style, Ms. Fitness, Good Housekeeping, Women’s Wear Daily, and People. Reviews ran on popular blogs and websites such as BeautyNewsNYC.com, and women ran out to buy them. 

 

ADVERTISING:

We produced an advertising campaign and cast models in our office that best represented the brand.  We placed ads in the New York Times and in movie theaters in malls that had a Nordstrom store to spark women's interest in the collection. 



RESULTS:

Sales increased exponentially and Not Your Daughter’s Jeans was ultimately picked up by Nordstrom and Bloomingdale's nationally.

 

 

 

​There are T-shirts,  and then there is 2K by Gingham: the T-shirt company that allows you to wear your heart on your sleeve. Or chest. Or back. 



GOALS:

To market their T-shirts by highlighting the unique relationship and designs with known artists.



TACTICS:

 

​SPONSORSHIP:​​

We started by researching and recommending appropriate sponsorship opportunities.



MEDIA OUTREACH:​

We then placed 2K on influential fashion blogs and magazines
including Glow
, Lastee, and LAist.



ADVERTISING:

We developed customized direct mail pieces to Top 25 lifestyle

publications for teens, women and men.



PRODUCT PLACEMENT:

In a major push, we contacted TV shows and upcoming movies to

outfit talent in 2K by Gingham shirts. Characters on Friday Night Lights, Criminal Minds, Ghost Whisperer, Rules of Engagement and Starter Wife all sported the shirts on television.



 

NOT YOUR DAUGHTER'S JEANS

Click on each press clip to view full article. 

 

Click on each press clip to view full article. 

 

Click on each press clip to view full article. 

 

PAULA JEROME JEWELRY

It's easy being green.  ​Jewelry designer Paula Jerome uses 

eco-friendly methods to create her stunning high-end pieces.



GOALS:

To launch the brand’s newest collections while highlighting its

eco-friendly manufacturing methods.



TACTICS:



MEDIA OUTREACH:

We garnered publicity for Ms. Jerome’s Atlantic City and New York City Charm collections by securing stories in local publications, including Atlantic City Weekly and Inside New Jersey as well as national publications including The Crafts Report and Inside Weddings.

 

TRADE SHOWS:

We invited editors to schedule appointments to visit Ms. Jerome’s booth at trade shows.

 

RESULTS:

Our efforts led Paula Jerome Designs to be included in the New York Times online boutique, and on models in the Philadelphia Eagles Cheerleader calendar.
 




 



Click on each press clip to view full article. 

 

Evey Clothing 

 

Finding the perfect dress, especially for your wedding, can often be a challenge.

 

This is the dress you have dreamed of your entire life.  Wouldn’t it be great if you could describe exactly what you want, snap your fingers, and a dress that is just right would appear?

 

Enter fashion designer Evey, who will customize one for you – long or short, conservative or sexy, ideal for night or day, white or in beautiful color or whatever you desire. Best of all, she uses a bevy of materials (except those that harm living things like silk or leather) to create one-of-a-kind dresses using upcycled materials that will make you shine.

 

GOALS

 

To introduce Evey and her unique designs to the world and generate sales with our efforts.

 

TACTICS

 

FASHION IN A FLASH

We produced a fashion flash mob with models and dancers adorned in Evey’s dresses doing a choreographed dance on Robertson Boulevard in Los Angeles. We recruited participants, choreographed a traveling routine, and secured press attention.  We created a hashtag #eveymakemeadress and we passed out small cards that we designed with the message as we paraded in fabulous hair and makeup down this busy high profile street.

 

EVENTS

When GLAAD (Gay and Lesbian Alliance Against Defamation) announced that their annual Hancock Park summer soiree would celebrate the passing of marriage equality legislation, we jumped…very high…and asked for Evey to be included in their event.  

 

Supporters of equal rights in all we do at Amy Levy PR, we were thrilled when Evey offered GLAAD members a 2 for 1 custom design for brides and their brides. Evey wore one of her own dresses, was photographed with Perez Hilton and Wilson Cruz and the MC introduced Evey and her generous offer to the attendees. Photos of Evey were featured in The Advocate/Out Traveler.

 

We helped prepare Evey for the BrideWorld Expo, where was able to interact first hand with blushing brides-to-be and she was interviewed by a diverse array of media outlets.

 

MEDIA OUTREACH

We secured a segment on KCBS-TV where Evey displayed and spoke about her career. Evey did a live demo showcasing her method of using just about anything to create just about everything for a lucky client.

 

Evey was also featured on JLTV (Jewish Life Television) where she was interviewed about her own Jewish background and its influence on her creations.

 

We placed stories on influential blogs such as LA Story and FILMLOOK Media and Post.

 

SOCIAL MEDIA

We managed and frequently updated Evey’s Facebook and Twitter pages. We also created and maintained a Pinterest page. 

© 2019  AMY LEVY PUBLIC RELATIONS, INC.

All rights reserved  

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