AVENUE Retail Stores (URG)


5W Brings Full Figured Fashion to the Mainstream
  

Despite the fact that more than 62% of American women are a size 12 or larger, mainstream consumer media routine shies away from this fashion segment. Looking to stand out amongst the pack and bringing full figured fashion to the mainstream, The United Retail Group, the holding company for AVENUE, one of the largest plus-size clothing brands in the United States, contracted 5W Public Relations in 2004 for strategic communications.

5W Public Relations began outreach to fashion and lifestyle editors and writers at consumer publications with creative out of the box pitches highlighted the tremendous marketplace for plus sized fashion. 5W Public Relations went on to further introduce the brand by producing fashion shows, coordinating seasonal and ongoing market appointments with fashion editors and stylists, and creating brand loyalty from editors and writers across the board through our exceptional ability to service their editorial and styling needs.

By hammering home the value (to both retailers and magazine publishers) of the plus sized female demographic, AVENUE consistently has been able to receive editorial placement in such publications as Marie Claire, InStyle and Vogue, outlets where the brand had previously been ignored. Beyond magazines, AVENUE is also regularly featured in national and regional daily newspapers including: USA Today, New York Post, New York Daily News, Chicago Sun Times, Dallas Morning News and television programs including: Today Show, Early Show, and ABC/NBC/CBS/Fox affiliates nationwide.

The retailer’s parent company United Retail Group, was purchased by French retailer Redcats for $199 Million in September 2007. 5W consintues to work for Avenue, and has also been contracted by Redcats for separate engagements.

Moving forward into 2008 and beyond…