Standing Apart from the Crowd as
a Start-Up
 The
Challenge: Leftgear.com, an online fashion boutique featuring
the designs of L.A.'s hottest new designers, officially launched
in November, 1999. Previously, these fashions were available in
only a handful of upscale boutiques in Los Angeles. Our role was
to design leftgear.com's Web site and create a public relations
campaign. At a time when start-up e-tailors were sprouting like
weeds and typically inspired little press coverage, the challenge
was to make leftgear.com stand out, both to the public and to the
media. We needed to create a dynamic, easy-to-use site that rivaled
the Web presences' of leftgear.com's various established and well-funded
competitors; attract visitors to the site and gain brand recognition
with low overhead and a minimal advertising budget; communicate
and promote a driving concept of leftgear.com - a little-known idea
termed "Left Coast style" - to a worldwide audience; and market
leftgear.com's locally known designers to a worldwide audience.
The Solution: We created a graphically
dynamic site that reflected the company's cutting-edge image. We
prepared a comprehensive press package highlighting leftgear.com's
press-worthy qualities: its "dream team" of designers and a blend
of commerce, content and community that made leftgear.com the premiere
online portal for Left Coast style watchers. Our e-mail marketing
department developed an initial subscriber list for leftgear.com's
monthly e-mail newsletter, enabling the company to promote its products,
build its brand, build community and develop the concept of Left
Coast style to a targeted group of potential customers.
Results: Leftgear.com has enjoyed
extensive press coverage as a result of our ongoing media campaign.
The site has been featured in Elle magazine's May 2000 supplement,
"The Best of Everything Online," as well as appearing in the Los
Angeles Times, Yahoo! Internet Life and Urb magazines and in the
fashion newspapers Women's Wear Daily and Apparel News. It was selected
by L.A. Magazine as one of the Top 100 Los Angeles Web sites. The
company's president appeared on an Oxygen network program focusing
on online fashion sites. In addition, several fashion and trend-watching
Web sites have identified leftgear.com's excellence and individuality
in the areas of content and graphic design.
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