INDOCHINO Case Study

Challenge:
INDOCHINO, the global leader in made-to-measure menswear, was expanding rapidly, opening multiple new showrooms in key retail markets throughout the U.S. SPARK was approached by the corporate PR manager to help with local-level public relations and event management for the openings of new locations in Charlotte, NC and Houston, TX. The brand was somewhat new in the U.S. and relatively unknown in both markets. The ultimate rush job, SPARK was retained less than two weeks prior to the first soft opening with the second opening only one week later. A few weeks afterwards, both markets required a grand opening VIP event, only two days apart.

Solution:
Hitting the ground running, SPARK suited up for the challenge and began creating custom media and influencer databases and media kits for both Charlotte and Houston markets concurrently. The team also put together a list of fashion influencers and celebrities in both cities to partner with in trade and arranged appointments for them to experience the fitting process firsthand.

After the initial soft opening news release was distributed to media, SPARK then began scheduling in-store interviews, setting-up studio appearances, and inviting guests to a grand opening VIP event for local media, influencers and celebrities. While planning the event in Charlotte, the PR process was also repeated in Houston, starting with the soft opening pitch.

In addition to public relations services, SPARK also sourced and recommended local vendors to provide food, liquor tastings, entertainment, photography, and gift bag swag for both Charlotte and Houston parties.

Results:

Through over 100 broadcast, print, online and social media placements (with over 9 million total UVPM and over 1.3 million total followers), INDOCHINO was introduced to consumers in both Charlotte and Houston. Many of the fashion influencer relationships established by SPARK are still in place today.

SPARK’s corporate contact commented that no other opening had ever secured four broadcast opportunities in one market. The INDOCHINO openings in Charlotte and Houston was so successful that SPARK was asked to help with the brand’s next two store openings as well. Unfortunately, the timing was an issue and due to schedules, SPARK had to pass on the opportunity.

“SPARK helped INDOCHINO launch our Charlotte and Houston showrooms and they knocked it out of the park,” said Sarah Mayer, PR & Retail Manager at INDOCHINO. “The team was an absolute pleasure to work with—they knew the market inside out, were quick to understand our brand and left no stone unturned. They were creative in their approach and clearly love what they do! The results speak for themselves—they hit pretty much every major local publication, including five broadcast segments and handled our Grand Opening events like true professionals.”