Client: Vegan Tiger

Industry: Fashion

Country: South Korea

Services Provided: US Market Entry, Media and Celebrity Placements, Content Creation, Fashion Shows Production

Duration: 2020 - Present

Key Achievements: Entry into US market, headlining Seoul Fashion Week and Vegan Fashion Week, featured at MAGIC Las Vegas, attracted new retailers, expanded into Paris market, translated in over 120 quality media and celebrity placements driven solely by our PR efforts, without requiring any influencer or placement fees.

Background

In 2020, Vegan Tiger, a prominent South Korean brand known for its commitment to sustainable and vegan fashion, partnered with the Ethical Luxury Group to break into the highly competitive US market. This strategic partnership aimed to leverage the Green Room showroom's extensive network and expertise in ethical luxury to establish Vegan Tiger’s presence in the global fashion arena.

Objective

The primary objectives of this collaboration were:

1. To introduce Vegan Tiger to the U.S. market and establish its brand presence.

2. To leverage media and celebrity influence for brand visibility and credibility.

3. To showcase Vegan Tiger's collections through high-profile fashion shows, events and secure quality media placements.

Strategies and Execution

1. U.S. Market Penetration:

   • Vegan Tiger was introduced to the U.S market through strategic placements in the Green Room showroom located on Sunset Boulevard, a prime location that promises significant exposure.

   • Leveraged the Green Room’s facilities and services to increase brand visibility and enhance networking with key fashion industry stakeholders.

2. Media and Celebrity Placements:

   • Conducted targeted PR campaigns that led to endorsements from celebrities such as Avril Lavigne, Lil Nas X, Gwen Stefani, MYA, Ella Balinska, Karrueche, Sofia Reyes, Jenna Dewan, significantly boosting the brand’s profile.

   • Secured extensive media coverage in top-tier publications such as Vogue, WWD, Grazia, enhancing the brand’s credibility and attracting a global audience.

3. Content Creation:

   • Produced a steady stream of bespoke, high-quality content to solidify the brand’s digital presence, grow its audience, and keep engagement high across all online channels, ensuring the brand story evolves and stays relevant throughout our partnership.

4. Fashion Shows Production:

   • Produced three major fashion shows during Vegan Fashion Week, effectively presenting new collections and capturing media and public attention.

   • Leveraged the Ethical Luxury Group's expertise in event management to ensure high quality and impactful shows.

Results and Impact

1. Brand Visibility and Media Presence:

   • Achieved more than 100 quality media placements globally, significantly increasing brand awareness and traction.

   • Vegan Tiger was selected to be featured in a prime location at the Ad-Infinitum, MAGIC LAS VEGAS’tradeshow official sustainable activation.

2. Celebrity Endorsements and Fashion Industry Recognition:

   • The endorsements by high-profile celebrities and the continuous presence in prominent media outlets established Vegan Tiger as a respected name in sustainable luxury fashion.

   • The success culminated with Vegan Tiger headlining at the Seoul Fashion Week.

3. Market Expansion:

   • Following the success in the U.S., Vegan Tiger expanded its operations to Paris, France, further broadening its market reach and influence.

   • Continuing growth in its presence in the entertainment world, reinforcing the brand's position in the luxury fashion segment.

Conclusion

Through strategic initiatives and leveraging the Green Room’s comprehensive services and strategic location, Vegan Tiger has not only successfully entered the U.S. market but has also expanded internationally, gaining recognition as a leader in sustainable fashion. The partnership with Ethical Luxury Group has proven to be their most valuable, supporting Vegan Tiger in achieving global brand awareness and establishing a strong foothold in the competitive luxury fashion industry.