SITUATION: W.L. Gore & Associates, manufacturers of Gore-Tex, faced a unique challenge. While Gore-Tex is a well-established brand in the sports and outdoor industries, many consumers were not aware of Gore Citywear, in which Gore-Tex fabrics were used in high fashion brands.
TACTICS: To raise brand awareness and generate media coverage, CGPR recommended that Gore hold a fashion show in New York City, with an expert in the fashion community and a water themed venue. CGPR handled all event logistics from finding the restaurant (Gore bought out the restaurant for lunch), handling all logistics for the fashion show, including securing models, etc. CGPR invited top fashion, gear and business journalists from online, long-lead and short-lead media outlets. The “Gore in the City” lunch was held at Aquavit, a trendy New York restaurant, with over 75 journalists in attendance. CGPR secured James Fallon, executive editor at WWD, as the featured speaker to speak about the intersection of fashion and performance.