Some thought this iconic brand was out of business until we approached influential fashion bloggers to help us turn it around…
Aquascutum, one of Britain’s most iconic fashion brands, hit hard times when press broke that they were under administration in 2012. The coverage had a huge negative impact. Even after the brand continued operating as normal after being acquired by YGM Trading just a month later, a large part of their target audience simply thought they’d gone out of business. To get things back on track, Aquascutum called us in for a digital transformation of their brand online. We were ecstatic with the results.
All we had to do next was let the world know they were back in business!
We headed up Aquascutum’s Digital PR strategy just after implementing a successful SEO and digital transformation of their online assets. When the campaign kicked off, Aquascutum’s online press clippings mostly consisted of headlines of the brand going into administration – despite the fact that they’d recovered. Our task was to turn it all around by implementing a PR campaign to let the target audience know they were back.
Our Digital PR campaign was an immediate success and Aquascutum enjoyed a grand and swift re-introduction to the media thanks to prominent fashion bloggers and their fans.
We tied our strategy into the launch of the new Aquascutum Great Marlborough Street Store. Our first and biggest challenge was to connect with fashion bloggers that had never featured the brand before. We handpicked our list of influencers and then invited them to meet directly with the Aquascutum designers just before the store’s grand opening. We also arranged press interviews with senior management at the event.
By getting Aquascutum in front of highly influential bloggers with significant readerships and social followings, we saw positive results almost immediately. Not only did brand search and direct traffic segments reverse their downward trend, but we also increased foot traffic into the new store.
We started off strong, so after the event we continued to spread the word about Aquascutum’s presence on the London high street and gained press hits in some of London’s most popular titles. We did a second round of outreach, secured features in men’s fashion blogs and well-known publications like Time Out London – and the upward trend has continued ever since! Not only was the brand back in business, but it was rocking digital too.
“Since we began our relationship with MediaVision, the website’s Digital Marketing has gone from strength to strength. A key highlight is our total organic search traffic, which has experienced a 120% growth in comparison to the previous season.
Emma Godfrey, eCommerce Manager – Aquascutum