The Goal
RadiciSpandex Corp., the U.S. affiliate of the Italian fibers conglomerate RadiciGroup, faced stiff competition from larger fiber producers Invista and Hyosung, which waged highly-funded branding campaigns to dominate spandex sales to the textiles and apparel markets.
The Strategy
As a publicist at Finberg Publicity, I had the pleasure of producing Radici’s Stretch to the Future student design competition, which taught fashion students at Kent State University, the High School of Fashion Industries, and Pratt Institute about the technical complexities of designing apparel using stretch fabrics containing the RadElast spandex brand.
The Results
Every year, the event strengthened RadiciSpandex Corp.’s trade relations by promoting fabrics produced by their fabric mill customers, enhanced the company’s brand image, and generated year-round publicity by honoring high-profile fashion designers who served as mentors to the students, building share of brand voice for the company’s RadElast spandex against their larger competitors.
In 2007, aclaimed eveningwear designer Carmen Marc Valvo served as the designer honoree and the winning designs were revealed at an elegant reception held at the New York City office of the Italian Trade Commission attended by executives and press from the fashion and textiles industries. Other designer honorees included Betsey Johnson, John Varvatos, Vena Cava, Nanette Lepore, Dana Buchman, and Nicole Miller, among others.
Click on the images below to see a slideshow of the press coverage. Double click to zoom in.
