Brand Launch, Marketing Strategy
With avant garde designs pushing the envelope, Okonali Fashions launched at a
time when men’s wear was shifting from youthfulness to a more classic European look,
but competition was stiff in the premium urban men’s wear category. Our challenge was to
launch this new fashion brand, carve out the brand’s identity and positioning, and
drive awareness among consumers and retailers.
We developed a product launch strategy and promotional campaign to introduce and
brand Okonali to key audiences and create major buzz among celebrities and tastemakers.
- Secured product placements in magazine fashion spreads with most notable spread being
the cover of the April 2006 issue of Daily News Record (DNR) magazine alongside Sean John
clothing. (DNR is a fashion business magazine owned by Fairchild Publications.)
- Created promotional opportunities to include red carpet opportunities with the brand
and placement at VIP events including the Ludacris fashion show, AID Atlanta charity fashion
show featuring Big Boi from Outkast, and the Warrick Dunn charity fashion show with
players from the Atlanta Falcons as Okonali models.
- Celebrity buzz included Nick Cannon, Lil Wayne, comedian Katt Williams, and
singer Ralph Tresvant from New Edition.
- Exhibited at industry tradeshows to increase retailer awareness.