Joules
Opportunity
Known for its British whimsy and colorful prints, Joules was looking to grow its U.S. retail and DTC presence while gaining market share of US rain gear and pajamas. In turn, our team was tasked with introducing Joules to the most influential media, showcasing stylish seasonal collections for spring, summer, back-to-school and holiday.
Approach
Our approach was to dial up our relationships with style editors through events and 1:1 deskside meetings. We orchestrated regional retail activations at Dillard’s and Bloomingdales and created mailers to put the spotlight on Joules’ rain gear, PJs, swimwear and Peter Rabbit collection. We also hosted a pajama party at the British owned Crosby Street Hotel in Soho to give media and influencers a first-hand look and feel of the Joules’ holiday collection.
Results
Our work for Joules made the brand synonymous with its “Right as Rain” promise and elevated its broader collection. Press placements appeared in national and regional print and online outlets – in Oprah Magazine, Real Simple, InStyle, Good Housekeeping and more – and on major regional and national broadcast programs such as NBC-TV’s The Today Show. These placements ranked among top referrers to Joules.usa.com, contributing to a 30% increase in online sales and expanding the number of retail doors nationwide.
