MASTERS OF GLOBAL RETAIL

WHY INTERNATIONAL FASHION BRANDS CHOOSE TO PARTNER WITH TORSTAR When TORSTAR threw what might be the biggest launch party of the year for US retailer Forever 21, we cemented our reputation as a high-street industry leader, with the global relationships and digital team’s skillset to achieve big results for big brands. The Forever 21 opening on Pitt Street generated over 6.9 million impressions in the 24 hours following the event. Influencers including Forever 21 ambassadors Samantha Jade and Didier Cohen, Former Miss Universe Australia Tegan Martin, Sally Obermeder and Casey Burgess shared their in-store experiences with followers that went viral with re-posts. TORSTAR is the first Australian PR and Communications agency to launch five international high-street retailers in this market - Zara, Topshop, Next, Shopbop and Forever 21. For each brand, TORSTAR manages corporate and consumer brand and digital influencer communication, event creative, production and execution. TORSTAR has played an integral role in Australia’s changing retail-landscape. As more international brands arrive into the competitive Australian market, TORSTAR founder and director, Tory Archbold and her team are working to find new ways to engage consumers and media. “We work with CEOs to really understand what they want to achieve in this market and give solutions on how to hit their KPIs in terms of awareness, engagement and sales,” Archbold said. With multi-million dollars of native content and publicity secured from the launches, the results speak for themselves. Since launching, Spanish chain Zara alone has opened 11 more stores around the country. Topshop, which had 18,000 customers through the door on opening day, has opened in three more locations. Archbold says the success is due to the expertise of her dedicated team of professionals managing everything from the launch, in-store preview, digital influencer campaigns and on-going brand awareness through account service support. “We devised a strategy to determine how the media will engage with the stores both at the time of launch and in an on-going basis. Targeted influencers have a belief in the brand, price point and experience delivering momentum that attracts targeted consumers,” she said.