Fergie for Kipling Collection

Though Belgian-based Kipling had an established reputation in the U.S. as a maker of reliable luggage, the brand wasn’t perceived among younger women as being stylish or hip. Kipling retained Formula to recommend a design partner that would help to elevate its fashion profile and raise consumer awareness through the launch of a new line in its handbag collection.

Challenges:

• Identify a high-profile fashionista that would lend immediate credibility and celebrity cachet to the Kipling brand while providing a solid hook for speaking with top-tier fashion press.

Strategy:

• Approach Grammy-award winning artist Fergie with an offer to design a signature handbag line
• Position the “Fergie for Kipling” collection as an integrated partnership between Fergie and Kipling to boost credibility and consumer “buy-in”
• Develop a tiered launch strategy inclusive of a Los Angeles media tour, New York launch party and in-store personal appearance in order to create multiple media opportunities

Results:

• New York launch party, held at trend-setting hot spot Gin Lane, attracted 700 VIP attendees and was covered by MTV.com, Style Network, Wire Image and WWD
• Fergie’s in-store appearance and autograph signing at Macy’s East in NYC helped drive pre-sales of the collection and connected Kipling with more than 300 brand loyalists
• Media efforts surrounding the launch generated in excess of 219 million impressions in such top-tier media outlets as USA Today, E! News, Extra!, Life and Style, People and leading blogs such as PerezHilton.com and PopSugar.com

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