TASK: to launch Goddiva.co.uk retail website in June 2007 and establish the brand as a leading 'fast fashion' brand on-line and in the celebrity and national media
METHOD: Agency approached Express Newspapers with the concept of a 'commissioned celebrity brand'. A contract guaranteeing minimum coverage in exchange for a % of sales was agreed whilst permitting generation of coverage in competitive publications. Editorial is increasing on a weekly basis.
RESULTS: consistent coverage on-line and in celebrity media as well as guaranteed coverage in Express Newspaper publications. Celebrity placement with Coleen's Real Women, Rachael Tennet (Miss GB), the Sugarbabes, stars of Hollyoaks and with Britian's Next Top Model. Owing to the success of the brand the agreement with Express Newspapers was brought to a close by Goddiva in 2008.
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