Top 25 Public Relations agency

OBJECTIVE

The United Retail Group, the holding company for AVENUE, is one of the largest plus-size clothing brands in the United States. 5W serves as its PR Agency of Record and was tasked with helping AVENUE stand out among plus-size retailers, and to bring its plus-size fashions into the mainstream. Despite the fact that more than 62% of American women are a size 12 or larger, mainstream consumer media and particularly fashion media shy away from covering the plus size fashion segment - our challenge was to get them to change their minds about the quality and trend-setting of AVENUE's line.

STRATEGY

5W began outreach to fashion and lifestyle editors and writers at consumer publications with creative, out-of-the-box pitches highlighting the tremendous marketplace for plus sized fashion. 5W 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.

RESULT

By hammering home the value to both retailers and magazine publishers of the plus sized female demographic, AVENUE has consistently received editorial placement in such publications as Marie Claire, InStyle and Vogue, outlets where the plus size space 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. French retailer Redcats purchased the retailer's parent company, United Retail Group, for $199 Million.

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