10 September 2017
Brandnation’s Fashion PR team are thrilled to be working for iconic British sailing and lifestyle brand Henri Lloyd after being appointed to handle the launch their Consort collection for AW17.
The Consort Jacket is a true Henri Lloyd original, designed by Mr Henri in 1965. It was created to protect explorers against the worst of weather conditions, and combined all of Mr Henri’s innovation in waterproof fabrication. 2017 will mark a new chapter in the Consort story, as five designers were invited to draw from their own curiosity in re-exploring the essence of this iconic jacket, and tasked to combine original design with the latest technical innovations in fabrication and craftsmanship. The result is 13 unique interpretations of Consort for men and women created for a new generation of adventurous minds. The designers involved in the collaboration include Italians Leopoldo Ditadi, Guy Abecassis and Alessandro Balma as well as British designer Nigel Bradshaw.
Brndnation’s Fashion PR team have been briefed by Henri Lloyd’s marketing team to generate trade and consumer print and online media for the new Consort collection as well as targeting bloggers and influencers through the agency’s extensive active network. In addition to promoting the new collection, Brandnation will be educating media and target consumers about the heritage story behind Consort, as well as supporting and promoting regional roadshow events in key House of Fraser stores.
The roadshow events will include an in-store exhibition which will run from Tuesday-Sunday in each location. During the week there will be a ‘Consort takeover’ where customers will be able to try on Consort jackets, learn about the history, read about each of the 13 unique designs, as well as enter an Instagram ‘selfie’ competition to win one of the Limited Edition Consort jackets.
On each Saturday, there will be a DJ, free drinks and a celebratory atmosphere with local bloggers and press invited to attend. The House of Fraser roadshow timetable is as follows:
According to Brandnation Managing Director, Mark Killingworth, “We’re proud to be working for such a prestigious, heritage brand and will be working across all media channels to ensure high profile fashion and lifestyle PR coverage and consumer awareness of both the Consort concept and heritage as well as the all-new product range.”