STYLEASE

Mission:
Help Traverse City based Liloebe launch a brand new clothing line for infants nationwide.

The Situation:
Liloebe came to Adhocracy to launch the line. The product was already in production and the client needed brand development and marketing support to encourage retail buyers to add the merchandise to their stores and to generate awareness and excitement among consumers.

That's where we started. Our researchers and analysts did extensive research on the infant apparel marketplace to assess buyer needs, consumer trends, trade show and critical magazine placements.

Our Marketing Strategy:
With an understanding of both target audiences, we developed a messaging strategy that best highlighted the key advantage of Stylease to retailers: its ability to excite moms (the primary target) to buy along with grandparents and friends (the secondary gift market) by giving them clothes with stylish looks for children along with the day-to-day functionality of traditional onesies.

This same message was planned for consumers, but taking heed of one added hurdle. Our research showed the consumers liked the product, but often after a double take as the infant wear's seductive advantages aren't apparent at first glance. Extra effort had to be taken in the marketing messages to make sure the consumer quickly understood Stylease's advantage.

Our Execution:
We developed the branding and look of the company's marketing materials in line with the message model. In addition:

• We launched a PR campaign targeting over 500 key media outlets
• Magazine placements in key retail magazines
• Direct mail to buyers
• Web site development with ecommerce functionality and a special access-restricted section for wholesale buyers to see upcoming product online
• CD Rom featuring greater details about the product to retail buyers
• Made follow up calls to key department store buyers

Sample Results:
Generated large consumer interest and publicity to help launch the product and spur sales. This includes generating unpaid coverage in the following media vehicles:

• Parents and Parenting Magazine
• Earnshaw's (key industry trade publication) new product showcase
• Newspaper coverage by newspapers including Richmond Times Dispatch and Orlando Sentinel
• Product and company president featured on segment of The Today Show and local news interviews nationwide