Launching a new fashion brand to the world
Wanaka fashion designer Christina Perriam has her roots firmly entrenched in the New Zealand merino industry.
Growing up on Bendigo Station, Tarras (home of Shrek the Sheep), Christina’s family was a pioneering force that helped position the merino wool product on the world stage.
In 2014, Christina decided to merge her former women’s and children’s merino labels to the one overarching luxury lifestyle brand – PERRIAM.
The challenge for Scope Media was to ensure fashion and mainstream media took notice of this talented designer who remains dedicated to manufacturing in NZ. Our objectives were to generate awareness on a local and national level through a formal launch event.
We started by developing a communications strategy that supported the PERRIAM brand guide, and provided Christina with social media guidelines. We crafted key messages, developed targeted media pitches and worked with Tourism Central Otago to bring key national media down to attend the brand launch. We secured World Magazine, NZ Woman’s Weekly and NZ Life & Leisure. The event was also extensively covered by local media outlets. In addition, we provided photography and live social media coverage of the event.
We’ve worked with PERRIAM on other major projects since the launch – including iD Dunedin Fashion Week, NZ Fashion Week and the opening of the PERRIAM flagship retail store in 2016. We also secured coverage of PERRIAM in Woman’s Day and on The Edge radio station when Hollywood star Reese Witherspoon shopped in store in 2017.