Background

The omni-channel womenswear fast-fashion brand appointed Hudson Sandler as its retained corporate, brand and financial PR advisor in 2016 ahead of a proposed IPO during the following year.

Challenge

Whilst already an established, fast-growing and highly successful business, QUIZ had a low media profile and there was limited awareness of the brand beyond the company’s rapidly growing customer base.

Method

Our initial six-month communications strategy was focused on achieving two key objectives. Firstly, growing awareness of a successful and dynamic business within the retail industry and amongst new customers in order to support QUIZ’s growth. Secondly, to begin to generate understanding and support of the brand, its strategy and growth opportunities amongst QUIZ’s potential investors.

By hijacking retail news such as Black Friday, Christmas trading and consumer trends and through promoting store openings, celebrity partnerships, appointments, new product ranges and financial news flow, QUIZ quickly developed its media profile as one of the leading voices in the fast-fashion industry.

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“We have been working with Hudson Sandler since 2016 and we are delighted with the results. The team played a pivotal role in the communications around the company’s successful IPO and have become trusted advisors. The team’s dedication and experience of the retail sector is second to none.”

Gerry Sweeney, Chief Financial Officer

Outcome

£102.7mSuccessfully raised

86Pieces of trade media coverage

In the six months from appointment, Hudson Sandler secured 38 pieces of regional media coverage, 86 pieces of trade media coverage, 18 pieces of international media coverage, 15 pieces of consumer-focused media coverage and 34 flagship pieces of coverage in the national financial media.

The heightened brand profile, increased awareness and “buzz” around the business supported the eventual and highly successful IPO process. For the investor community, it gave the company greater credibility and boosted QUIZ’s appeal as fast fashion’s previously best kept secret. It also helped to explain the brand and the sector to those unfamiliar with the fast-fashion phenomenon.

On 28th July 2017, QUIZ was admitted to the AIM market following a successful placing with institutional investors. QUIZ raised £102.7 million and had a market capitalisation upon admission of £200 million. On the first day of dealings, the company’s share price rose 19%.


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