November
2009
Is this PR 5- Loose Lucy’s1
You may have noticed the clothing stands set up at Clemson and Carolina football games. Loose Lucy’s is a hippie-type clothing store based out of Charleston, SC, and they have recently set up shop at local football tailgates. Their newest edition: Clemson and USC colored clothing featuring knit tops, long skirts, and dresses. From orange and purple cloth to garnet and black, Loose Lucy’s has now started a collegiate clothing line specifically for Tiger and Gamecock fans! This is more than a new product however, it’s a PR strategy. Loose Lucy’s knows their customers, and they also know that the two biggest public universities in the state are a key public. After creating the new collegiate line, they promoted it by getting in the action and setting up clothing stands at Clemson and USC tailgate spots. This is great PR for the organization because they are directly interacting with the targeted public. By creating a special product for a specific stakeholder and promoting it directly to them, Loose Lucy’s has generated positive imagery and a favorable relationship with the public.
I’ve definitely noticed Loose Lucy’s set up around campus at tailgates and even considered buying some of their products, but I never thought of their campaign as PR before. You are right, though! It’s a great strategy to design for college girls looking for something to wear on gameday.