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Speechless

Based on the highly successful Speechless children’s apparel line, Swat Fame, a leading manufacturer of junior’s and children’s apparel, hired Formula to help them launch the Speechless junior’s line. Touching on all of the latest trends, Speechless offers fun, edgy pieces in easy-to-wear fabrics that every teenager can afford. Formula was engaged to raise consumer, trade and media awareness of this new brand as well as carve out a niche within this competitive fashion category.

Challenges:

  • Change corporate mentality from being solely a manufacturer to that of a true fashion brand
  • Speechless brand was relatively unknown and considered a commodity brand for children
  • Small budget leaving very little margin for error

Strategy:

  • Conducted messaging sessions to extract and record all corporate history as well as its future direction
  • Develop a press strategy for the Speechless junior’s line that positions the brand as the new fashion choice for juniors and other women seeking classic style and bold attitude
  • Created a complete press kit, including Speechless collection release, corporate backgrounder, executive biographies and produced a look book
  • Created a sample collection to be housed in Formula’s office to better service editorial requests for product
  • Developed a strategy to maintain continual dialogue with fashion editors

Results:

Media coverage in the following top-tier outlets within the first six months, generating over 62 million impressions for the Speechless brand:

  • US Weekly: Placements in the June 16, June 30 and July 7, 2003 issues for a total of 21 million impressions.
  • Teen People: Placement in the August 2003 issue, resulting in 6.6 million impressions
  • Cosmogirl!: Placement in the August 2003 issue for a total of 4.2 million impressions.
  • Family Circle: Placement in the October 2003 issue with 18.4 million impressions.
  • Upscale: Placement in the July 2003 issue, resulting in 825,184 impressions.
  • Girl’s Life: Placement in the October/November 2003 issue for 1.3 million impressions.
  • Redbook: Participated in a reader giveaway in the October 2003 issue, generating 9.6 million impressions.
  • WWD: Interview with Speechless president, Mitchell Quaranta, positioning him as an expert in the junior’s fashion category, reaching 129,783 fashion industry leaders.
  • Children’s Business: Interview with Mitchell Quaranta in trade publication reaching 35,874 children’s fashion insiders.

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Speechless
Speechless