Style Counsel was briefed by DCI Corporation to bring the Dita Von Teese brand to market within Australia. We successfully introduced the opportunity to MYER and followed through with a dynamic multi-faceted campaign to launch the brand to the Australian public with a bang, generate extensive PR coverage and drive customers in store. The range achieved an unprecedented level of sell through at launch and continues to perform strongly in MYER stores across Australia and in just twelve months has become one of MYER’s most prestigious lingerie brands.
Style Counsel planned a large-scale eastern seaboard promotional tour for Dita Von Teese, timed to coincide with product availability at MYER at one of the busiest retail times of the year. Our strategy – Dita attended the Melbourne Cup; participated in meet and greets with fans in MYER Sydney and Melbourne; appeared in the Bourke St Mall with a crowd in excess of 1,000; and completed a high volume of media interviews across both Melbourne and Sydney during her stay. The PR campaign was supported by a dynamic highly visual brand campaign; the product of an international shoot organised and art directed by Style Counsel. Style Counsel continues to drive extensive publicity around the launch of each new collection.
Lingerie sales greatly surpassed MYER’s projected targets week on week and have now reached well over $1 million since launch. MYER has increased ranging from 11 to 21 stores and is planning to expand it further. Editorial coverage of $12+ million was achieved over the campaign period across TV, radio, print and online. Style Counsel continues to generate extensive ongoing publicity in all major glossy magazines, metro publications and online across Australia. YTD PR coverage is in excess of $18 million.