NEW SOUTH WALES: The denim brand for curvy women is shaping up for expansion following a lucrative PR coup.
Mudgee (NSW) based Embody Denim has clinched 12 months of public relations support valued at $35,000 from Queensland PR agency Jesselle, after Jesselle initiated a contest to attract new business.
Embody founder Natalie Wakeling said she was one of six labels to have won such a deal.
“Jesselle and I have been working together and we’ve outlined a pretty comprehensive strategic marketing plan,” she said.
“One of my key aims for the next 12 months is to get exposure at fashion trade fairs, with a view to picking up more wholesale accounts, and Jesselle will also be supporting me to secure more coverage in mainstream magazines.”
While Embody’s online business was doing “really well”, particularly with larger sized women, Wakeling said up till now the brand had missed out on the smaller more fashion oriented end of the “bricks-and-mortar” market, particularly in terms of clinching accounts with high end boutiques.
“I really want to get the message out that there are plenty of size 8 women who are still curvy and looking for what I’m offering.”
Wakeling added it was her dream to persuade high end boutiques to cater to so-called ‘larger’ women.
“These girls are often very self-confident and extremely fashion savvy. They don’t have hang ups about their size but they find it hard to find jeans that fit.”
Meanwhile Embody has also expanded its offer and will release a structured denim jacket priced $269 for winter 09, as well as a new jeans style dubbed ‘Embrace’.
“It’s a more traditional, comfortable boot cut design, using a weathered, vintage style denim. I’ve called it ‘Embrace’ to capture a kind of fighting spirit. In these tough economic times I wanted to create something gutsy and courageous.”