When you’re introducing new brands to a competitive market, visibility is everything. For fashion and lifestyle brands, it’s no longer enough to simply exhibit at a trade show. Creating genuine awareness requires a strategic mix of media relations, influencer engagement and on-the-ground event support that ensures brands are seen by the people who matter most. That’s exactly what we delivered for the Italian Trade Agency (ITA), who appointed TASK PR to support the UK’s largest showcase of independent Italian fashion brands at SCOOP London.
Bringing ‘Made in Italy’ to the UK’s Fashion Buyers
The Italian Trade Agency brought together 32 independent Italian fashion brands, spanning womenswear, accessories, footwear, jewellery and leather goods, to exhibit at SCOOP, London’s leading premium fashion trade show. Many of the brands were making their UK debut, giving British buyers exclusive first access to discover the next generation of Italian design before the collections launched elsewhere in Europe. Our role revolved around maximising awareness before the event, securing attendance throughout the show and ensuring the brands continued to benefit from media exposure.
A PR Campaign Designed Around Visibility
Ahead of SCOOP, we developed a comprehensive communications strategy designed to build anticipation across both consumer and trade audiences.
Our campaign included:
- Developing dedicated consumer and trade press releases tailored to different media audiences.
- Securing widespread fashion, retail and business media coverage ahead of the exhibition.
- Managing media invitations and coordinating journalist attendance throughout the event.
- Hosting guests and facilitating introductions and meetings with key spokespeople.
- Organising influencer visits to introduce new audiences to the participating brands.
- Capturing content from the exhibition to extend the campaign across digital and social channels.
By combining traditional media relations with influencer engagement and live event activity, we created multiple touchpoints for buyers, press and influencers to discover the brands.
Why Events Work Best When Supported by PR
Trade exhibitions provide an invaluable opportunity to meet buyers face-to-face, but exhibiting alone doesn’t guarantee attention. A strategic PR campaign amplifies every stage of an event, by generating anticipation beforehand, driving attendance during the exhibition and creating a lasting impact through media coverage. For organisations investing in exhibitions, launches or trade events, this integrated approach helps maximise return on investment and ensures every opportunity reaches a far wider audience than those walking the show floor.
At TASK PR, we specialise in combining media relations, influencer marketing and event PR to help brands build awareness, generate meaningful conversations and create impactful brand exposure. If you’re planning an exhibition, product launch or international market entry and want to maximise its impact, please get in touch.