Goal and Purpose:

The goal is to increase brand awareness among a younger audience of 24-35 year old men.

Strategy:

Create a connection with that audience by showcasing the brand with micro-influencers who do more than just fashion. Ideally we would partner with men who are influential in a range of fields from sports to tech to gaming.
Build the connection not necessarily to the clothes but to the lifestyle associated with the clothes. We want men to envision themselves taking part in these activities first and then thinking how Perry Ellis would be a good look for them while they take part in the activities.
These men showcase personality and have an engaged following. They aren’t posting to an uninterested audience, they are directly interacting with their followers on a one-to-one level.
Creating a unified look on all platforms where our content has an identifiable look and feel that is on brand. Color schemes, fonts, photo/video edits all are within the same approach.
Finding influencers to wear our product in the WAYWT threads on the r/malefashionadvice subreddit.
Create a hashtag that drives participation and use from followers, a hashtag that you don’t need a full outfit of Perry Ellis to use. Something that associates with the lifestyle.

Pre-Release:

Create an Instagram Shop reminder for followers to know what date the collection will release on.
Release a series of teaser videos, one a week, to generate interest without being over-the-top. The teaser videos will focus on the lifestyle of the men we are targeting. Showcasing things like the daily commute in major US cities, going out for drinks, date night, getting ready to stream etc.
Send several items to influencers and have them simply wear them in their normal non-fashion content, just having them point out what they are wearing at some point or using our hashtag.
Youtube video that shows the process of what goes into launching the fall line and what the brand is hoping to accomplish with it.

Release:

Create a video release that shows the clothes being worn in the same locations shown in the teaser video, creating a synergy between the two.
Provide our influencers with access to the same video and perhaps even have them star in the video so that way they are more invested in it and their followers will watch the video to see their cameo. By showing people who are not models we’d be showing that this line is for regular people and not just menswear enthusiasts.
Make the Instagram shop available, sending a notification to followers.
A series of Instagram stories highlighting the combos that the collection has to offer

Post-Release:

Creating interactive Instagram Stories where followers can vote.
- Choose your outfit: Give followers two items on a single graphic and use the poll feature in stories to let them choose what item they would choose.
Have the top designer do an AMA in r/malefashionadvice