Area CG

HOGAN,
THE LUXURY
SNEAKERS PIONEERS
ARRIVE IN MEXICO

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HOGAN, THE LUXURY SNEAKERS PIONEERS ARRIVE IN MEXICO


With the intention of expanding its market beyond Europe, Hogan arrives in 2019 in Mexico through AREA. With a series of activities that included from the opening of a Pop Up Store to an intimate dinner with representatives of the brand and the main editorial titles of fashion and lifestyle in Mexico, we accompanied the Italian firm from the first minute in which the idea of market expansion arose. Through various scenarios in which we managed to capture the essence of Hogan, we actively and constantly communicated this important immersion to the Mexican market, projecting not only the relevance of the firm in the fashion world, but also highlighting key elements, such as tradition and modernity, in traditional and digital platforms.
All began with the opening of the brand’s own space in one of the exclusive points of sale in Mexico, El Palacio de Hierro Polanco, where a Pop Up Store inspired by the essence of Hogan was designed. The intention of the space was to present the current collection, as well as a sneaker customization service. As part of this call we included influencers, celebrities and KOL from the world of fashion and beauty, with whom we shared with Andrea Della Valle, President of the brand, the arrival of Hogan to El Palacio de Hierro.
During the same week and with an exclusive invitation, we offered a dinner where the main fashion and lifestyle editors in Mexico were able to meet and interact directly with Andrea Della Valle, allowing us to bring the brand closer to these titles. In addition, Area designed an agenda that included one-to-one interviews with the main traditional media in the country. Accompanying each of the activities, Area’s team developed different editorial material around the arrival, communicating this important event in the main newspapers and magazines in Mexico.

RESULTS


59 print clippings – 27 online clippings
33,72 editorial space
$7.254.024 MXN print – $551,220 MXN online

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