Trying to land quality media coverage before they launch is not something many start-ups would think possible. But Deborah Christel, founder of Kade & Vos believes different, and she’s been rewarded with some fantastic coverage and PR links from the New York Times, Forbes and many others. Andrea Pretorian tracked her down to find out how she did it.
With product pre-orders set to launch in the summer of 2018, Kade & Vos is disrupting the fashion industry by accepting all body shapes and sizes. “We embrace curves but we don’t design just for the plus size woman, we design for the real woman,” says founder Deborah Christel.
Kade & Vos has already received high-profile media attention and editorial links from the New York Times in ‘Bringing a Personal Touch to Plus-Size Fashion’, and her local News-Tribune, ‘Starting your own business in Tacoma?’, and all the way through an upcoming interview in the September 2018 issue of O Magazine. They’ve generated a ton of buzz for being fearless about delivering quality regardless of size, which has helped them round up plenty of pre-orders.
Wait a second. Kade & Vos has garnered an impressive array of top-tier publications (and pre-orders), but they haven’t even launched their product yet? The short answer is yes.
In fact, their coverage has built them a huge following. After the New York Times article went live, the website saw a significant rise in site traffic, an increase in mailing list subscriptions, and higher brand awareness.
They could focus on what they set out to do in the first place: make the best possible quality product available, with a rapidly growing body of customers rallying behind them. They didn’t have to worry about who’d be buying their stuff when it’s ready.
So, take every excuse you can think of as to why you can’t earn PR links and throw them all out the window.
No matter where you are with your business, there are powerful lessons to be learned from Kade & Vos on how to earn PR links—and build community in the process.
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