Promenaden Fashion District - Steen & Strøm
International relaunch communications for the world's oldest luxury department store - securing coverage in Business of Fashion and Drapers from day one.
- Location
- Oslo, Norway
- Region
- Europe
- Sector
- destinations retail
- Services
- PR & Thought Leadership · Strategic Communications · Creative Studio, Branding & Identity · Leasing & Launch Marketing
Innesco was appointed in March 2021 to work on the relaunch of Steen & Strøm - the jewel in the Promenaden Fashion District crown, owned by MARK and managed by Promenaden Management. The world's oldest luxury department store, Steen & Strøm was relatively unknown outside Norway and needed a stronger international profile to match its heritage and ambitions.
A major repositioning - including a complete rebrand, a landmark beauty hall and a new principal entrance onto Oslo's busiest shopping street, Karl Johansgate - needed to be landed credibly with the international fashion and retail press, not only the Norwegian market.
- Strategic communications plan developed with Promenaden Management's senior team
- Rolling programme of milestone announcements: rebrand, new beauty hall, and the new principal entrance onto Karl Johansgate
- Positioning of Oslo as a fashion hotspot - using Steen & Strøm as the case study and drawing on Norway's strong fundamentals and Covid-19 resilience
- Direct outreach to senior fashion and retail journalists from day one of the appointment
- Sustained programme of media briefings with international titles
The results.
- Relaunch coverage secured in Business of Fashion and Drapers
- Programme of follow-on briefings lined up with further well-renowned international titles
- Steen & Strøm established as the international story for the wider Promenaden Fashion District
- Oslo positioned as a credible new fashion hotspot in international retail and fashion press
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