Case Study: Hood By Air
Case Study: Reinventing Hood By Air's PR and Marketing Strategy
Background
Founded by Shayne Oliver and Raul Lopez in 2006, Hood By Air (HBA) quickly gained recognition as a trailblazer in the fashion industry, merging the worlds of high fashion and streetwear in a unique and provocative way. The brand's bold aesthetics and social commentary through clothing allowed it to carve out a distinctive space within the fashion industry.
Despite the brand's distinct identity and growing popularity, HBA grappled with the challenge of expanding its media footprint and enhancing brand outreach.
Strategy
The goal was to augment brand visibility through high-circulation media outlets, optimize a global marketing calendar, and plan cost-effective yet impactful press events and brand activations. The strategy also included influencer management and media-based product placement to further amplify brand visibility.
Implementation
Expanding Editorial Coverage: Collaborated with major media outlets such as British Vogue, Nylon, Hypebeast, and Harper Bazaar, amplifying HBA's visibility in men's fashion coverage.
Global Marketing Calendar and Communications Plan: Partnered with the e-commerce team, social marketing department, marketing managers, and international distributors to create a synchronized and effective global marketing timeline.
Influencer Management and Seeding: Leveraged the power of influential personalities within the fashion sphere to further promote HBA's brand. This involved identifying, engaging, and managing relationships with influencers, as well as seeding HBA products to influential individuals for maximum visibility.
Product Placement in the Media: Successfully placed HBA products in strategic media spots, enhancing brand visibility and consumer awareness of the product offerings.
Press Events and Brand Activations: Effectively planned and executed large-scale press events and brand activations, leading to triple the expected media impressions despite budget constraints.
Building Strong Internal Relationships: Facilitated collaboration across multiple internal teams, ensuring a coordinated approach in executing PR plans and marketing strategies.
Securing Media Features: Successfully pitched and secured feature stories and brand stories across multiple platforms, further enhancing HBA's media presence.
Results
The strategy led to over 40 media hits in the first month alone, significantly enhancing HBA's brand visibility. The strategic use of influencer management and media product placements resulted in wider brand awareness and an increase in sales, solidifying the brand's position within the competitive fashion market.
Conclusion
Through a comprehensive PR and marketing strategy, Hood By Air was able to elevate its brand profile, expand its reach to targeted audiences, and strengthen its position in the fashion industry. This case study showcases the potential of effective PR, influencer management, and marketing strategies in amplifying a brand's impact in a dynamic and competitive industry.
