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Original Penguin amps up UK presence

American fashion brand Original Penguin is stepping up efforts to steal market share from rivals such as Lyle and Scott and Fred Perry with a revamp of its content marketing strategy to strengthen its ties to UK music culture.

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Original Penguin is to broaden its appeal after building a strong cult following through its tie-ups with indie music acts.

The clothing brand has refreshed its ‘Plugged In’ fashion lifestyle hub for fans to discover content from both established and emerging artists from a variety of genres.

The platform was originally launched last May to promote live shows for its sponsored artists and feature blog posts. The hub will help expand the brand’s music credentials by featuring acts from dance, hip hop and R&B as well as indie artists it has previous used in promotions.

Since it ran a series of promotional campaigns in 2009, the premium clothing brand has developed a strong cult following in London through its tie-ups with several indie musicians including Jake Bugg and Willy Moon.

Visitors can view style guides, read fashion and music blogs as well as access regularly updated playlists from DJs such as Shy FX. Additionally it will feature videos of former SBTV presenter Georgia LA interviewing fashionable men for a monthly filmed style feature.

To support the online push, Original Penguin is hosting a series of secret gigs with acts including Miles Kane in the coming months. The clothing label is planning to convert those who attend the events into advocates through an email marketing campaign that will push people back to the hub.

The burst of activity, developed in partnership with brand marketing agency Crush London, is part of a wider effort from the brand to grow its presence in Europe. In the UK, it has distribution deals with several retailers including Selfridges, Urban Outfitters and Asos as well its own flagship store in Covent Garden.

The brand’s owner Perry Ellis International is hoping the awareness drive can lift sales over the next three months after revenues from its latest quarter jumped 13 per cent to $258.3m (£169.3m).

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