The Situation
RLX Ralph Lauren, Ralph Lauren’s high performance apparel brand, retained Fendler Communications to help reinforce brand authenticity in the outdoor, snow sports, cycling and athletic markets and increase positive awareness of the brand.
What We Did
Fendler recommended a public relations plan that, given the company’s strong fashion heritage, ensured RLX was taken seriously as a technical brand by the outdoor crowd.
Fendler dug into its extensive contact list for high profile sports, general interest, and fashion media. Then we hit the phones and email to help editors and writers develop story ideas for RLX and provide additional product information, images, and product samples.
Fendler scheduled RLX to participate in several “editors-on-snow” events where key sports media could experience RLX products in action in the great outdoors. Fendler also developed a “wear-test” program targeting core sports media and freelance journalists.
With the launch of RLX’s spring and fall collections, Fendler planned and executed media events at the RLX Ralph Lauren showroom in New York City while we bolstered RLX’s presence in the outdoor realm by managing media-relations efforts at major outdoor-related trade shows like Outdoor Retailer, SIA and Interbike.
The Results
Over the course of the year, RLX Ralph Lauren received a tremendous 209,128,621 total print, online and broadcast impressions. The company received coverage by general interest and fashion media, and, importantly, secured significant coverage in major sports and fitness publications
