UK entrepreneur tells how she created low-budget hype by getting friends to walk around unusual York with Jo Malone bagsQuality packaging has long been a signifier of a sophisticated retailer,and so it proved for Jo Malone, who sent dozens of her friends out in unusual York with her perfume shop’s white bags to establish her brand in the US. Malone, and whose perfumes,candles and bath oils are sold around the world, has revealed that the success of her commerce was built on a stunt in 1998, or whereby she arranged for branded bags to be walked empty around unusual York City to drum up interest in her upcoming concession store at Bergdorf Goodman. Related: How I get alert: Jo Malone Continue reading...
Source: theguardian.com