Brand Agency Gets Fashion Start-Up Off and Running

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.

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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 ( 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 card bills.
About Espresso
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.

/NOTE TO EDITORS: Media Assets accompanying this story are available as follows:


/NOTE TO PHOTO EDITORS: The photo accompanying this social media release is also available at Images are free to accredited members of the media/

SOURCE Espresso

For further information:

Espresso (media inquiries):

Jen Byck

Espresso (new business):

Andrew Dorcas
416.620.6773 x0220

Rent frock Repeat (media inquiries):

Julia Che

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