How Ralph & Russo achieved Fashion Week success

Ralph & Russo and Launchmetrics

The Ralph & Russo fashion brand was established in 2007 and since the high-end haute couture label arrived on the fashion scene, it has attracted clientele ranging from celebrities to royalty. The brand succeeded in becoming an international sensation whilst also creating a name for itself within the ambit of luxury fashion. Since it's launch, the brand has expanded into international markets, such as Dubai and Paris, and continues working towards becoming a global powerhouse.

Ralph & Russo's Challenge

With another Fashion Week fast approaching, the team faced an urgent need to create a master guest list, as well as the arduous task of finding fully up to date, digitalised contact infomation to send out their show invitations. Unfortunately, the team found themselves with many out of date contact details for key brand contacts. This was largely due to the fact that they were relying on an excel document to manage their contact database. This situation was hard for cross-departmental collaboration, with changes in information improperly saved. Furthermore, it was impossible for multiple teams to check the latest RSVP status of guests quickly and accurately, leading to confusion and delays in the completion of tasks.

The Solution

Facing the clear need for greater efficiency and accuracy, Ralph & Russo implemented Contacts + Events software in order to digitize their fashion show operational processes. Managing Fashion Week processes became more accurate; contact details could easily be added or updated with the latest information and the team were even able to add photos of their VIP guests for quick facial recognition. Moreover, in order to be aligned with the brand image, they were able to create digital invitations which could then be used to digitally track the final guests count, instantly accessible across departments.

The Result

• Bespoke digital invitations
• Consolidated RSVP tracking
• Enhanced VIP management

"We can still maintain a personal feel when we communicate with our contacts, but having a mailing system integrated into the CMS has enabled us to pre-plan our releases, send them within seconds and effectively track their open rate."

SOPHIE HUTCHINGS
PR Manager Ralph & Russo