Italian underwear, clothing and swimwear brand, Yamamay, selected Tribeca to assist in launching the brand’s first flagship store in South Africa. The store officially opened its doors to the public on Wednesday, 24 July 2019, at Menlyn Park Shopping Centre in Pretoria.
Tribeca provided media and influencer relations support ahead of the launch. This consisted of strategic content development and a teaser campaign designed to build excitement in the lead-up to the launch, as well as an exclusive brunch allowing influencers to network and learn more about the brand.
“Yamamay’s arrival in South Africa was an exciting development for the country’s fashion scene, introducing a brand that is the perfect fit for South Africa’s most discerning shoppers who enjoy treating themselves to quality fashion from around the world,” says John Kainga at Yamamay South Africa.
Yamamay is an Italian brand that includes underwear, corsetry, swimwear, nightwear, clothing, and accessories. Established in 2001, the brand boasts a network of over 700 stores worldwide, having also recently signed on Spanish supermodel, Georgina Rodriguez, as its ambassador.
“PR activity was primarily centred on influencer engagement as a tool to raise awareness and excitement around the new store opening. The team worked tirelessly to build excitement ahead of the big day, and because of everyone’s efforts, the launch of the first Yamamay flagship store in SA was a big success. Thanks to our team for all their hard work and dedication,” says Davina Malan, Business Unit Director at Tribeca Public Relations.
For more information, visit www.yamamay.com, and connect with the brand on Facebook, Twitter and Instagram for the latest updates on Yamamay.