Top Shop sponsored the Anna Piaggi fashion exhibition at the V&A Museum during its “Late Night Series.”
Through the exhibition, Top Shop promoted its brand by ‘dressing up mannequins in Piaggi-inspired pieces from their own high street range.’ (PR Week, 22-6-07).
Piaggi, an Italian fashion writer, known for ‘putting words to clothes, turning pages into shows, styling the future’ as well as dressing in her own outrageous fashion is highly respected in the fashion community. (http://www.vam.ac.uk/collections/fashion/exhibs_displays/anna_piaggi/index.html)
Top Shop sponsorship of this exhibition demonstrates how a household brand can generate more exposure among various audiences.
Audience 1: Young women and teens who shop at TopShop
Audience 2: The Fashion community, in which many are familiar with Piaggi’s work
Audience 3: Middle-Aged cultured adults who like visiting museums and exhibitions
Results:
1) Credibility in the Fashion World
By sponsoring the exhibition and showcasing their own Piaggi inspired clothing, Topshop can gain more credibility as an innovative retail chain amongst fashion gurus. Piaggi herself even endorsed the brand by saying “today I feel that enthusiasm and passion for fashion are still well alive in England and I am happy to see that Topshop is the new catalyst for inventive and stylish dresses.”
Through the exhibition, Top Shop promoted its brand by ‘dressing up mannequins in Piaggi-inspired pieces from their own high street range.’ (PR Week, 22-6-07).
Piaggi, an Italian fashion writer, known for ‘putting words to clothes, turning pages into shows, styling the future’ as well as dressing in her own outrageous fashion is highly respected in the fashion community. (http://www.vam.ac.uk/collections/fashion/exhibs_displays/anna_piaggi/index.html)
Top Shop sponsorship of this exhibition demonstrates how a household brand can generate more exposure among various audiences.
Audience 1: Young women and teens who shop at TopShop
Audience 2: The Fashion community, in which many are familiar with Piaggi’s work
Audience 3: Middle-Aged cultured adults who like visiting museums and exhibitions
Results:
1) Credibility in the Fashion World
By sponsoring the exhibition and showcasing their own Piaggi inspired clothing, Topshop can gain more credibility as an innovative retail chain amongst fashion gurus. Piaggi herself even endorsed the brand by saying “today I feel that enthusiasm and passion for fashion are still well alive in England and I am happy to see that Topshop is the new catalyst for inventive and stylish dresses.”
(Topshop meet Anna Piaggi, February 10, 2006, Web Address: http://www.bigshinything.com/topshop-meets-anna-piaggi)
2) Media Coverage
Piaggi is popular internationally. Therefore, when Topshop sponsors and exhibition for her at the one of the world’s greatest museums for design and art, along comes national and international exposure.
3) Reaching various audiences
Not only are adults and fashion guru’s interested, but young women who like Topshop swarmed the exhibit to see the popular brand. This draws attention to the museum, increasing its visitors as well as increasing attention to Topshop and Piaggi.
4) Future endorsements
Recently, Kate Moss signed on to endorse an exclusive collection at the retail chain, bringing media attention and increasing sales for the chain.
2) Media Coverage
Piaggi is popular internationally. Therefore, when Topshop sponsors and exhibition for her at the one of the world’s greatest museums for design and art, along comes national and international exposure.
3) Reaching various audiences
Not only are adults and fashion guru’s interested, but young women who like Topshop swarmed the exhibit to see the popular brand. This draws attention to the museum, increasing its visitors as well as increasing attention to Topshop and Piaggi.
4) Future endorsements
Recently, Kate Moss signed on to endorse an exclusive collection at the retail chain, bringing media attention and increasing sales for the chain.
1 comment:
I love the idea of merging culture with PR. Because it is culture, i think the effect of being bombarded by PR is significantly reduced and gives a softer image to the brand. At the sametime your brand and message gets through and you yet cultivate a good name for your brand.
Post a Comment