1. Bringing UK fame to
TSHIRT STORE
August 2013 – December 2013
www.tshirtstoreonline.com
/tshirtstoreuk
@tshirtstoreuk
Tshirtstore

2. Who are TSHIRT STORE?
- Street fashion retail chain with 18 stores
throughout Sweden, Germany, China and UK
- Network of designers from around
the world creating unique clothing
- A brand dedicated to doing good – 100%
GOTS and Fairtrade certified organic cotton
- Underground, expressive, individual, creative

3. The Brief:
- Raise national awareness of the brand
- Launch the flagship store and support
new store roll out
- Promote product portfolio amongst
online and offline fashion media and
bloggers

4. And now let’s take a closer look
at how we are doing just that…
and more!

5. We built a target media list of
national and regional newspapers,
lifestyle supplements, fashion
magazines and influential bloggers

6. We adopted a tailored media
relations approach – focussing
on where the greatest return
will be secured.
Cutting through the noise!

7. We take our media
relations seriously…
Making sure our key
journalists get what they
get what they want,
when they want it!

8. We carried out a thorough
media audit and organised
desk visits with key
journalists to introduce
them to the brand

9. We set up a full social ecosystem
from scratch incorporating;
Facebook, Twitter, Pinterest,
Instagram and Google+

10. We designed a new
website to really set
the brand aside from
its competitors and
drive sales!

11. We gave the brand a voice
and created a blog to enable
us to provide deeper content
to engage with our audience

12. Our blog posts showcase
our campaigns and profile
the brand’s talented
worldwide designers

13. Our well planned activity
matrix means we have a
constant stream of news
and product stories to
drive product placement

14. Twitter enables us to have
real conversations with our
customers and influencers.
We listen and
respond…quickly and on
brand.

15. We don’t just promote products on
our Facebook page but instead we
offer content that resonates with our
audience and entices them to engage

16. Instagram provides the
perfect photo-sharing
platform for us to
successfully showcase
TSHIRT STORE’s culture
and inspire consumers
with the latest trends

17. With these social fundamentals
and our press office in place we
are able the elevate the brand
awareness further via creative
campaigns and stunts!

18. We marked Movember with a
specially design charity t-shirt,
“WHISKERS”, to promote our
Mo-Sista’s Twitter competition The
top five women with the most
inventive moustaches won a free tee

19. We organised and hosted a media and
blogger event to launch the opening of
the new flagship store in Leeds
30 journalists attended and we received
28 pieces of coverage across regional
newspapers, lifestyle and broadcast

20. We teamed up with the infamous
Graffiti Kings and carried out a
stunt in Trinity Leeds to create a
buzz about the brand, positive
word of mouth and ultimately
drive traffic to the store.

21. The YouTube video
we created has over
45,000 views.
See why here…

22. We run multiple
competitions on Twitter
and Facebook to support
our strategy to grow the
fan base quickly

23. To highlight the diversity
of the brand we invited
bloggers to take part in
our style challenges…

24. …And to run unique
competitions on their
blogs to push the range
of products available.

25. So far, our strategic planning,
excellent media relations and
the launch of the new flagship
store has successfully put
TSHIRT STORE on the map in
terms of quality street fashion.

26. And has enabled us to
generate some amazing
pieces of coverage
results from scratch…

27. Ultimately our PR and
social media activity has
resulted in increased sales
and conversions to date.

28. 2014 is going to be a big
year for TSHIRT STORE!