independent
ABOUT
Since launching the original collection in 2009, BY SAMII RYAN has quickly picked up heat in the world of fashion. BY SAMII RYAN was originally known for handcrafted accessories but has been most known for feather hairpieces worn by popular celebrities including Ke$ha, Miley Cyrus and Demi Lovato. Since her collection of hair pieces and ear cuffs being picked up by Nordstrom on Von Maur, the BY SAMII RYAN accessories have been included in print and online medias Nylon, J-14, Lucky Magazine, People Magazine and Tiger Beat.
PROJECT
Goal:
BY SAMII RYAN launched the first ever line of apparel in 2017 following years of producing only accessories. Samii's goal was to spread awareness and have her line picked up by major retailers in the same way her accessories previously had. She wanted the brand to be seen as a new and hot streetwear brand with girl-boss personality. To establish BSR in the fashion community, I was tasked with press releases and media pitching to news outlets, as well as recruiting social influencers and bloggers to help in promoting the new chain. A large part of the project was promoting Samii Ryan herself as an icon.
Approach:
Fashion is a hard industry to break. We pushed the launch with Samii Ryan at the forefront, shedding light on her past accomplishments and desires to uphold the highest standards in her new brand. We reached out to many influencers and bloggers to review and promote new products before and after release. Media and influencer coverage was in addition to Sammi's self promotion through her social media including several YouTube videos.
Results:
Through bloggers, magazines and social influencers, BSR was exposed to over 5M viewers and has doubled its sales in 2017.
Only months after the initial launch, Samii released a second collection that was picked up by Zumiez shortly after. Samii's collections are now available in select stores and online internationally.
