Bagir Ltd., an Israel-based, high-tech manufacturer of tailored apparel with exceptional performance features, updated JCPenney’s private label men’s suitings line, Stafford, with wool fabric that could be machine-washed and dried. To ensure the line’s success at retail, and receive editorial credit for the innovation, Bagir turned to Fineberg Publicity to execute a dual-objective campaign where the private label supplier would get as much press coverage as the branded product.
Our Solution:
To spotlight the updated wash-and-wear properties of the Stafford suit --- and showcase our client Bagir’s role in its creation --- Fineberg Publicity staged a spot-on product demonstration co-hosted with JCPenney at a Manhattan laundromat complete with a suit-staining minidrama staged before an audience of trade and consumer media. The resulting coverage enhanced Bagir’s presence in the retail trade as an innovative partner and set the stage for our subsequent national media campaign, which included aggressive story pitching to long-lead and short-lead media outlets on a national and regional level. All press kit materials emphasized Bagir’s global reputation as the tailored apparel industry’s “secret weapon” and secured print and broadcast mentions for the company alongside callouts of the Stafford brand’s availability at JCPenney.
By early summer, JCPenney’s Stafford suit had been wear-tested and featured in major newspapers such as The Wall Street Journal, The Washington Post and The Pittsburgh Post-Gazette and was the star of fashion lifestyle segments on CNN, Good Morning America, The Today Show, and several regional news programs throughout the country.
