Toronto-based agency, Espresso, helps Rent frock Repeat go from an idea
to a stylish operation that's about to change the way Canadians think
about their wardrobes.
To view the Social Media Release, click here: http://smr.newswire.ca/en/espresso/brand-agency-gets-fashion-start-up-off-and-running
TORONTO, May 25, 2011 /CNW/ - It's usually only in the fantasies of
agency strategic planners and creative directors that they might be
there when a brand is born. And most companies - even the ones that
have since made it big - didn't have an agency in their corner to help
navigate the formation of their business and their brand.
With names like Samsung, Carlsberg and the City of Toronto among its client roster, Espresso, a Toronto-based integrated brand agency, typically works with established, internationally recognized brands.
So how did the agency end up with the emerging fashion company Rent frock Repeat?
After being shortlisted among a variety of unnamed contenders last
September, the entrepreneurially-minded team at Espresso secured the
business of building the Rent frock Repeat brand from the ground up.
Newly launched, the online fashion boutique allows women to rent
designer dresses that are normally too exclusive, or even
geographically out of reach, for the average fashion-lover to wear.
Espresso worked with its client right from the beginning to cement its
core: Rent frock Repeat's value proposition and brand development
including business model clarification and strategies. The agency
additionally built Rent frock Repeat's custom consumer-facing
e-commerce store and its inventory and content management system.
Espresso strategized and created an in-depth go-to-market launch plan
that blends traditional, social, digital and influencer-focused media
and marketing tactics. Espresso will additionally act as agency of
record for the business moving forward and is already working on
ongoing executions well into the coming year.
Jacquelyn Cyr, Espresso's co-owner and CEO, saw something in Lisa Delorme and Kristy Wieber, the owners of Rent frock Repeat, that she saw in herself. Cyr was
recently a recipient of the prestigious 2010 Canada's Most Powerful
Women: Top 100™ Awards, in the Corporate Executives category by Women's
Executive Network, named one of Canada's Top 100 Women Entrepreneurs by
PROFIT, and writes a business column with The Financial Post. Her love for business extends well beyond her work at Espresso.
"Rent frock Repeat had a great concept and a solid business plan for the
Canadian market," said Cyr. "But to really start their business off with a bang, they needed to
have their brand, model, market offering, and brand communications
strategy down pat. Helping to transfer someone's business concept from
words on paper into a completed, marketable product is the kind of work
every agency loves doing - developing that core strategy and creative
basically make our lives. The Rent frock Repeat team really empowered
us as partners in the process from the get go, and we are enormously
excited to continue being a part of the brand-building activities of
this promising business."
"Rent frock Repeat brings the fashion runway to the front doors of
Canadian women," says Delorme. "We give people the chance to have a constantly updated and fresh look
without the massive credit card bill. It's such a luxury to wear a
dress you spotted in Vogue - and for a start-up like us, it's a luxury to work with an agency like
Espresso that has ensured our first steps into the marketplace are just
as smart as the fashions we're offering."
"Our clients will feel like stars when they go to work, out on the town
or to parties in labels like Badgley Mischka, Yigal Azrouël and Pink
Tartan," says Wieber. "We're so confident in Espresso and with this launch - Rent frock
Repeat's website is amazing, the social media plan is already
generating results and our launch party is getting some great buzz and
pick-up from the exact people, media outlets, and influencers that Rent
frock Repeat wants in its corner."
About Rent frock Repeat
Rent frock Repeat (www.rentfrockrepeat.com) gives women the ability to translate their high fashion wish list into
reality without the buyer's remorse. A virtual closet of rentable
wears, the boutique allows women to experiment with new looks, dress in
the most up-to-date luxury collections, and look their very best for
every special occasion - all without cluttering their closets or credit
Espresso is a full-service integrated brand agency that practices a
strategic, stakeholder-driven, and media-agnostic approach to
marketing. With more than a decade of experience and offices in
Toronto, Boston, and Bridgetown, Espresso's team of infiltrators have
designed, executed, and measured sales-driving,
business-objective-focused, and award-winning work since 1996.
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For further information:
Espresso (media inquiries):
Espresso (new business):
Rent frock Repeat (media inquiries):