BACKGROUND
Arnold Brant Silverstone has been the President of Samuelsohn Limited since May 2010. Since the Fall 2011 collection, the first under Silverstone's leadership and the most successful season in the company's history, Samuelsohn's sales close to doubled, and the line launched in the US at major luxury retailers Saks Fifth Avenue and Nordstrom. Silverstone was named President and Chief Creative Officer of Hickey Freeman, when the iconic menswear brand was purchased by Samuelsohn in 2013.
PROGRAM GOAL
Position Arnold Brant Silverstone as a leading menswear authority and the right man to reinvigorate Hickey Freeman, a 114 year-old American icon
STRATEGY
Deliver a series of media profiles that underscore Silverstone’s 360-degree approach to brand re-invention
TACTICS
- Develop a re-launch event in New York City during menswear week
- Engage a targeted group of high profile consumer and industry media to tell the Hickey Freeman re-launch story – including product coverage
- Approach the media with a series of story ideas including why made in America matters, how Silverstone’s lifetime obsession with textiles has shaped his career, and an insider's look into the rebranding of an American icon
TOPLINE RESULTS
EVENT
Hickey Freeman presented its first collection under the leadership of Arnold Brant Silverstone in July 2014 to the media and luxury retailers. The event was held in Hickey Freeman’s newly refurbished penthouse showroom, with Broadway impresario Billy Porter serving as host. Models sported the collection in tableaux vivantes, custom cocktails, “The Hickey” and “The Porter” were served and music was provided by “it” girl, DJ Harley Viera-Newton.
MEDIA
- WWD
- GQ
- Maxim
- DuJour
- Gotham
- Elite Traveler
- Monocle
- Gotham
- FOX Business News