Brand Building Gore -Tex® in the world of Fashion
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.
Introducing a global lifestyle brand to a fickle US marketplace
Leveraging a U.S. social media initiative turning it into an international event that resonated globally
Introducing the brand to consumers outside the narrow outdoor niche
Managing an international tradeshow’s reputation during challenging transitions
Utilizing PR to support a rebrand, raise visibility of a technology and reinforce category leadership
Reinvigorating a classic brand and marking a milestone
Combining forces for two global brands to introduce new technology for the best ROI.
Establishing brand authenticity at a key industry trade show
Getting Creative to Boost Visibility at a Crowded Trade Show
Protecting the integrity of a brand thrust into the media spotlight at an international sporting event
Leveraging Grassroots Marketing and Social Media at the 2010 Vancouver Olympics
Re-introducing a dated brand
Brand Building Gore -Tex® in the world of Fashion
© 2021 CGPR All Rights Reserved. Website designed and developed by Sperling Interactive.