FleishmanHillard works with many independent retailers and fashion brands including iconic Dublin cashmere store Monaghan’s Cashmere. Monaghan’s Cashmere has been in business for over half a century and approached FH Boutique in 2011 to drive awareness of the store to a new generation of customers. We have been working for them ever since as they have seen the impact a strong communications campaign can have on their business.
Our strategy was to tap into the trend of home grown retailing and ensuring Monaghan’s was positioned as part of the rich culture and history of Dublin city. Following the recession there was a trend towards supporting artisans, startups, unique shops, hidden gems etc. we needed to be part of this.
Over the year’s FH Boutique has run a number of campaigns for the sore including managing fashion shoots with top photographers and stylists, targeted editorial coverage in the fashion pages along with the business & lifestyle pages. We introduced Suzie Monaghan to the fashion media (highlighting her heritage in the industry), key fashion influencers for product placement purposes, key stylists and people in the Irish fashion industry to drive potential partnerships. We positioned Mr. Monaghan as authority on retail taking on board his 57 years of experience in the media and profile in national columns giving him platforms to tell the Monaghans story. We used the annual Christmas campaign to highlight interesting cashmere gift options.