The "pop-up" store concept has been a successful marketing strategy for fashion labels, often generating sigificant media buzz and customer interest. Now PR agency Porter Novelli has taken the same concept and applied it to fashion PR.
Jack + Bill is a popup fashion agency headed by nine agency employees all in their twenties. The agency model has been fully optimized for social media, including a a Facebook group, microsite, and Twitter.
In addition to turn the agency model in its head, Jack + Bill is switching up the client proposal process as well, hosting an open casting call (July 15-16) in Tribeca to select one model, women’s apparel designer, jewelry designer and fashion stylist for complimentary representation for the next three months.
The popup agency model is a refreshing, innovative approach to the traditional agency model and is sure to aid in Porter Novelli's goal of expanding its fashion group and clientele. PR Week reports that Porter Novelli has invested $150,000 in the launch of Jack + Bill.
We will be keeping our eye on the fledgling group and looking to see if any other fashion PR agencies take the hint and look for ways to stay ahead of the curve.