Owned by co-MDs Michael and Richard Arron, NSL was established in Manchester in 1982 as a major supplier of leather, suede andouterwear garments to high street retailers, e-tailers, department stores andmail order companies.
NSL manufactures own brand ladies’, men's and children's garments for customers including Marks & Spencer, Debenhams, John Lewis and Next, as well as holding licences for Bench, Sergio Tacchini, Kickers, DanielHechter and Ecko, among others.
This year saw the launch of NSL’s own fashion brand Barneys,named after the Arrons’ grandfather, Barney Rosemarine, who started the family off in the leather trade.
NSL wanted to launch Barneys as a label that represents the rock’n’roll attitude synonymous with Manchester’s music and fashion scenes, while making sure its appeal stretched far beyond its origins.
Richard and Michael had developed brand new Barneys Vintage and Black collections ranging from classic looks to the sharpest of cuts, but great collections are only half the battle.
They needed a Manchester PR agency that could not only understand Barneys’ roots, but give the label the platform it deserved, cut through an already crowded market place and ensure that the whole fashion world would take notice.
We captured the rock 'n roll essence of Barneys through one of Manchester's brightest up-and-coming Manchester rock bands, the recently-signed Daystar, who were recruited as brand ambassadors.
We designed a social media outreach programme to find Manchester and the North West's young talent to photograph, model and work on the stunning look book that featured Daystar among the models, using the grit and style of Manchester's Norther Quarter to transform the images into a an icon fashion book.
Using the look book to grab the attention of like-minded celebrities, we generated a stream of celebrity endorsement, from Fearne Cotton to Amy Childs, from Clint Boon to Spencer Matthews, capitalising on publicity with a strong consuemr and social media follow-up campaign.
The look book and the consumer interest in the brand supported the trade initiatives and captured the attention of the key trade publications, including the industry's bible, Drapers.
Barneys Lookbook >