At Jean Brown, you will find current season collections of shoes, handbags, jewellery, headwear and other accessories from the world’s leading names such as Chloe, Miu Miu, Lanvin, Yves Saint Laurent, Balenciaga, Manolo Blahnik, Giuseppe Zanotti, Philip Treacy, Alexander McQueen, Pierre Hardy, Sergio Rossi and Marc Jacobs.
Amber and Matthew Long are the driving force behind the brand and after the success of Jean Brown, in December 2007 opened Jean Brown Robe, Australia’s boutique version of the world’s leading luxury department stores. Jean Brown Robe offers women current season collections from leading fashion designers including Chloe, Yves Saint Laurent, Thakoon and All Dressed Up.
read: BRIEF
Red PR began working with Jean Brown in December 2006 prior to the launch of the flagship store in April 2007. The publicity plan focused on strategically raising the awareness of Jean Brown through a PR program that encompassed profiling, product placement, fashion shoots, VIP events, promotional opportunities and strategic partnerships. It was extremely important that we created pre-launch publicity to create hype for the official launch.
The campaign included launching the flagship store, as well as the second addition to the Jean Brown brand, Jean Brown Robe. The goal of all publicity and sponsorship was to position Jean Brand as the exclusive leader in Australia’s luxury shoe, handbag, accessory and fashion market.
Jean Brown brief to Red Public Relations was to:
- Launch the flagship store in Brisbane with local and national coverage.
- Raise the profile of the brands being sold and generate product placement and fashion spreads in various local and national publications.
- Push the key messages and values of the Jean Brown label.
- Raise awareness of the brand within the right target market, who are fashion and style conscious with high disposable incomes.
- Generate hype prior to the store launch to create a strong desire for the products.
- Position Jean Brown as THE exclusive accessory in Australia.
- Raise the profile of Amber and to position her as a successful businesswoman aware and ahead of fashion styles and trends.
- Align the business with inkind sponsorship opportunities.
seen: OUTCOME
After a solid six months of strong local publicity, Red PR organised the official launch party, which was appropriately themed “Marie Antoniette, Let Them Eat Cake”.
We organised a number of highly successful sponsorships for Jean Brown including Mercedes Benz Fashion Festival and Conrad Treasury’s Fashion Fridays, as well as race day and charity alliances. These sponsorships were successful in raising awareness of the brand in new marrkets.
During the campaign period, Jean Brown products and features appeared in Harpers Bazaar, Vogue, Shop Til You Drop, QWeekend Magazine, Sunday Mail, Image Magazine, Style Magazine, Courier Mail, Brisbane News, Map Magazine, Brisbane Affair, Sunshine Coast Daily, Sunshine Coast Style Magazine, BMagazine and Brisbane Times.
spoken: RESULTS
Within a 10 month campaign, Red PR generated more than $1,500,000 in positive publicity for Jean Brown.
