Challenge: Finding a brand-worthy tote bag meeting high fashion standards.
Not long after the footwear brand daniblack launched, it quickly became a staple in the fashion community. This is not surprising, as daniblack was birthed by the Schwartz & Benjamin footwear empire, which has been licensing and distributing marquee brands such as Juicy Couture, kate spade and Diane von Furstenberg for 85 years. However, even with the support of an empire behind it, daniblack, being Schwartz & Benjamin’s first wholly owned footwear brand, still faced an uphill battle, competing against brands backed by popular and established designers.
To help win the battle, the Schwartz & Benjamin team launched daniblack.com, an e-commerce website designed to give customers a unique opportunity to engage with the brand by previewing new designs before they launch at retail, viewing the latest footwear trends, receiving style tips and, of course, virtually shopping and purchasing daniblack shoes online. But as for any website, “build it and they will come” does not necessarily apply—the Schwartz & Benjamin team still had to drive traffic to the site.
And one major opportunity to do so was coming soon—New York Market Week. In the fashion industry, brand success rises and falls during New York Market Week, when buyers, fashion directors and other VIPs from major retailers—Bloomingdales, Saks, Neiman Marcus, et al.—preview fashions for the upcoming season and decide which brands and lines to carry in their stores. But how best to get the word out about daniblack.com during the event? Pens and notebooks wouldn’t work, nor would water bottles or other traditional giveaways. The team wanted something fashionable, something buyers would wear and keep with them, something that would loudly and boldly display the daniblack name. That something, they decided would be a high quality, attractive tote bag. But which bag?
Solution: All-purpose cotton canvas tote in goes-with-everything black.
Enter ePromos. The Schwartz & Benjamin team connected with ePromos Promotions Specialist Jocelyn Cohen, who helped narrow their many options by sending product samples so they could select just the right bag—the all-purpose Cotton Canvas Tote in crisp, goes-with-everything black. This roomy, nine-ounce cotton canvas promotional tote features 22-inch handles, double-reinforced inner seams and a large imprint area—perfect for displaying the daniblack logo and Web address.
Result: Totes win rave reviews, help to extend the daniblack brand.
The Schwartz and Benjamin team reports that they’re very happy with Jocelyn’s hard work, as well as with the quality of the finished product and the overall promotion. During Market Week, the team gave totes to buyers, fashion directors and others who stopped by their showroom, whether they came to view daniblack or other Schwartz & Benjamin-represented brands. Recipients were pleased to receive other than the standard food fare typically available at events like these, and even more so an attractive, useful tote for carrying magazines and other print materials home or back to the office—with the daniblack name and Web address prominently displayed all the while.
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