A fashion partnership for the ages

Retail fashion is a fickle industry. Fashion trends are constantly changing, the rise of international online shopping has forced local brands to adapt or face failure, and multinational companies have swooped in and opened giant stores in New Zealand with extremely competitive pricing.

These are just some of the reasons why it’s particularly impressive that iconic men’s fashion brand Working Style celebrated its 30th birthday in March. Director Chris Dobbs has led the brand through challenge after challenge since its humble beginning – selling shirts door-to-door in 1987.

The 30th birthday party was a special night at downtown Auckland’s Shed 10 with New Zealand’s best dressed people gathered to enjoy top fashion, Champagne and Al Brown’s oysters. Celebrities such as Aaron Cruden, Mahe Drysdale, Shaun Johnson and Mike McRoberts strutted their stuff with the models on the runway to show off Working Style’s new Autumn / Winter collection. 

Ahead of the big party, Pead PR worked with Viva Magazine to showcase 30 years of Working Style in a sponsored partnership. The key to a successful media collaboration is finding a genuine story that fits with the target audience – the spend gives the story the attention it deserves and ensures perfect timing. Working Style was a great fit with Viva because its readers love fashion and the print coverage landed the day of the 30th party. Viva dedicated a double-page spread as well as a made-to-measure suit giveaway in print and online. A boosted Viva Facebook post also helped drive people to the giveaway page which received an incredible amount of entries.

After celebrating 30 years, Chris Dobbs and Working Style now look to the future which includes pairing its premium, made-to-measure timeless suits with new casualwear.