To launch the Autumn/Winter new season fashion offering from Farmers, and to help position them as ‘the’ department store for New Zealand shoppers, we created a launch with a difference for media, influencers and stylists. With the season’s theme being Make Your Look, we styled a giant-sized bedroom complete with an elaborate wardrobe and accessory collection. 

Guests were encouraged to rummage through the racks and find pieces to style into their chosen look. Once their bespoke outfit was chosen, it was paraded down the runway by a real-life Barbie doll, model Zoe Southwood. Guests provided style commentary and each presentation was captured by our videographer.

The event was very well received by guests, with the walk-in-wardrobe theme and real-life Barbie helping to generate significant coverage on social media – Instagram in particular, with a total reach of 60,020. The event video and interview clips captured on the day provided excellent content for sharing on Farmers’ online/social platforms, and the event helped generate a ROI of more than 38:1.

PEAD PR HAS…COME TO THE TABLE WITH FRESH CONCEPTS THAT ENABLE OUR FASHION OFFERING TO BE SHOWCASED TO THE MOST RELEVANT FASHION INFLUENCERS.  PEAD PR WORKS COLLABORATIVELY WITH FARMERS’ MARKETING TEAM TO ENSURE MEDIA EVENTS ARE PLANNED AND EXECUTED SMOOTHLY AND WITHIN BUDGET. TAKING LEARNINGS FROM PREVIOUS EVENTS, PEAD PR HELPS TO PRESENT EACH FASHION COLLECTION IN THE BEST LIGHT TO ACHIEVE EDITORIAL COVERAGE AND SOCIAL MEDIA INTERACTION.

Abe Villanueva

Marketing Category Manager – Fashion, Farmers