Fashion Forward: How Entrepreneurs Are Making Tech + Fashion Marketing Cool – Forbes
This week I interviewed two companies who are using PR to fuel the combination of technology and fashion. Not only are ADAY clothing and Dropel Fabrics succeeding in a seemingly esoteric space—the combination of high technology with clothing and fabrics—but are using innovative PR to achieve record-setting growth and revenue along with marketing cool.
First up is athleisure company ADAY, founded by Nina Faulhaber and Meg He (named to Forbes 2016 30 Under 30 list for Retail & Ecommerce a year ago at age 28 each). As colleagues in the M&A division of Goldman Sachs, the two also connected over active lifestyles and a love of fashion.
Why not create clothing that is work appropriate but can also “make sense” for varied activities and climates? They began doing research and asking questions. They visited Paris and examined fabrics. Then they discovered an “amazing factory” in Portugal that had worked with Nike, Lululemon and other sports brands as well as high end designers.
Together they set out to recreate the traditional concepts of wool, cashmere and silk to create fabrics and designs that are moisture wicking, breathable and comfortable, most important of all, sustainable. They worked these discoveries into designs they believed would appeal to their target market—professionals and others who value simplicity and quality over quantity and experiences over possessions. Their initial offering, the Throw and Roll Leggings, procured a waiting list of 2,000 before the product was even ready to ship.
Storytelling has been a key aspect of the PR strategy for ADAY. “Journalists talk about our ‘Starbucks-level clothing’,” says He. Technical, breathable and simple staples, couple with design that is truly original. “One outfit can do all of these things for you. Three-to-five other outfits have been replaced by just one. Whether you’re on a plane, in a Starbucks or at the office—the same apparel choice works for all.”
The company has secured press attention from a myriad of outlets including Forbes, BusinessInsider, Huffington Post, Observer and even the Today team, who wanted a closer look at the leggings that inspired so many orders, sight unseen, in advance. Partnerships have been a key part of ADAY’s public relations as well. A partnership with online magazine and marketer PureWow included a full ADAY campaign that was shot in the PureWow office, coupled with a special landing page and an 11-page email campaign that pushed viewers to the full experience of ADAY.
Most recently, ADAY has opened up a pop-up on June 27 in the “NoLita”(North of Little Italy) area of Manhattan on 268 Elizabeth Street. In addition to marketing the ADAY clothing line will serve as an offline community “wellness mecca,” offering activities such as a Friday morning breakfast club with Daily Harvest, and a shadowboxing class on Saturday mornings (you can find more information about the activities here). Having not come from a PR background, the two have worked with agencies to make introductions and manage the process of PR.