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Case Study 9: Launching a new product: Rabia Yalcin Haute Couture

Objective
Launch designer Rabia Yalcin Haute Couture and generate consumer and media interest in the United States.

Challenge
No awareness or client relations in the United States.

Solution
Alpaytac positioned Rabia Yalcin Haute Couture as a high-end designer label that reveals the sensual nature of women from all cultures. We leveraged the dichotomy between her unique background and exquisite collection to create awareness of her designs in the media and with potential clients. Alpaytac secured Rabia Yalcin’s participation in New York Fashion Week’s Designers For Darfur charity runway show as well as planned and executed premier fashion exhibit in Chicago, launching Rabia Yalcin Haute Couture in the United States. Most recently, we secured Rabia Yalcin’s participation in New York’s 2007 Couture Fashion week. As a result of these efforts, Alpaytac has secured over 35 million impressions in top media such as an exclusive story in TIME magazine, a front page article in the Chicago Tribune, news coverage on NBC, CBS Chicago and an extensive interview on CBS Evening News in addition to numerous placements in national newspapers.

Services
Marketing research
Strategic public relations
Brand development
Brand positioning
Integrated marketing communications