Lowie
Brand growth | Long-term press love
The Brief
Lowie was founded in 2002 with the philosophy of producing beautiful and sustainable clothing people want to wear without compromising on design. When the brand approached us in 2014 they faced a common challenge. They were well-established with a loyal following, however their online conversion was low. Their customers wanted to see more of the brand in press and on influencers before investing in a Lowie piece. Regular brand endorsement from people and the press was crucial for trust. Challenge accepted.
The Plan
We devised a long-term strategy that honed in on who the Lowie customer is. The end goal was to increase trust and credibility through product placement, brand storytelling and influencer endorsement.
Repeat coverage
The Lowie customer trusts what the fashion editor feature in The Guardian on a Saturday so we worked towards securing regular coverage in a select number of publications.
Influencer endorsement
Authentic interactions on Instagram build trust and contribute to long-term loyalty. To leverage the power of social media, we hosted biannual influencer breakfasts at Lowie’s shop driving awareness, coverage and endorsement.
Local love
With a shop in Herne Hill (and now Crystal Palace), the local interest was already there. We generated press coverage in local publications to further strengthen Lowie’s presence and reach a wider customer base in South London.
Raise designer profile
To enable the customers to form an emotional connection with Lowie and to get a peek behind the brand, we raised the founder & design director’s profile through a series of interviews and profiling pieces.
The Results
With Lowie’s core customer in mind, we generated high-quality press pieces and Influencer endorsement boosting the brand’s credibility, trust and loyalty. The exposure also enabled the brand to capture a new and wider audience.
The Coverage
The Numbers
22%
increase of unique website visits year on year
28%
increase in online orders year on year
24%
increase in average order value year on year
57%
increase in online revenue year on year
“LFA have been doing Lowie’s PR since 2011. They have generated a great amount of press including being featured in The Guardian, The Times, Living Etc, Country Living and Stylist Magazine to name a few. I really do rely on the LFA team and feel like they are essential for our brand engagement.”
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