Launching a flagship brick-and-mortar store in the digital age is no simple task. It presents an additional challenge when your core customer either doesn’t realize or is reluctant to admit that he needs your help.
That’s just the challenge that Peter Manning NYC faced. PMNYC is a men’s clothing line for the “not-so-tall” guy, defined as men who stand 5’8” and under (about one in every three guys).
Founded in 2012 as an e-commerce company, PMNYC set out to create a brand for “their guys.” The founders realized that it wasn’t just a matter of offering smaller sizes. Everything had to be rethought. Proportions had to be just right.
They partnered with Ward 6 to bring more visibility to the brand and support the opening of their first dedicated brick-and-mortar fit shop in Manhattan.
The results of the campaign were astounding.
The brand was featured in the New York Times, Wall Street Journal, The New Yorker, Associated Press (syndicated to more than 100 national papers, including the Washington Post), New York Magazine, Racked, and Forbes, as well as Fox 5 (NY) and CBS This Morning television segments.
Coverage combined for more than 800 million impressions – not including additional exposure from print editions and broadcast. The company doubled its sales from the previous year.
To build on this momentum, Ward 6 helped PMNYC develop and manage key elements of its Influencer strategy, identifying key influencers and crafting the messaging they use for their pieces.