Game, Set And Match

Velvet secures meaningful results for sporty women’s wear label

Millie Fox is a clothing label that focuses on luxury women’s active wear. Its customers are elegant women leading busy lives who are looking for clothes that perform well and look fantastic


The Challenge

Millie Fox is an upmarket active wear brand not a fashion label, so it needed a PR agency to help develop awareness amongst its primary demographic; affluent, active, sporty women. Particular emphasis was placed on targeting women golfers and tennis players, as well as those involved in equestrian and other country pursuits. As well as targeting consumers, Millie Fox also needed to boost its profile to attract potential stockists of its sport apparel.

The Solution

Research revealed that Millie Fox’s target audience were most receptive to – and likely to read – the print media, which helped focus the energies of Velvet’s PR and media relations activity. By confining our campaign to the magazines and newspapers consumed by this affluent group, we were able to deliver notable coverage and demonstrate the value and benefit of well-designed, well-cut clothes made specifically for active women.


The Approach

Velvet was convinced that the quality of the Millie Fox range – coupled with the co-founders’ backgrounds and start-up stories – would secure high quality media interest and coverage.

The Results

Media coverage for the Millie Fox collection appeared in a wide range of key sporting and lifestyle media, ranging from The Sunday Times and The Daily Mail to Women & Golf, Horse & Hound, The Field and Marie Claire. Articles in the latter two publications resulted in numerous telephone sales direct from consumers, as well as a lead from – and then a contract with – a major new stockist.