Petit Pli Boutique media approach and curated brand experience

Born out of the UK but inspired in large part by Japan, Petit Pli is an innovative London-based clothing label founded in 2017 by aeronautical engineer Ryan Mario Yasin. Petit Pli is a pioneer in "wearable technology," offering award-winning garments that grow with the wearer to reduce environmental damage, waste and transform the retail landscape.

Petit Pli focused on expanding to the Asian market, with Japan as its first location. The brand's launch in Japan started with a pop-up event at Isetan Shinjuku. Petit Pli asked YL Projects to assist by designing and executing a comprehensive PR strategy for the Japanese launch.

CHALLENGE

YL Projects identified for Petit Pli's entry into the Japanese market:

1. The need to increase brand awareness within a limited timeframe and resources.
2. Establishing effective communication methods for the customer base surrounding children's products.
3. Garnering interest from industry experts and tastemakers.

SOLUTION

Research revealed three key aspects - Sustainability, D2C (Direct-to-Consumer), and Technology - that could make Petit Pli's products stand out in the Japanese market. These themes formed the foundation of the PR strategy, with tailored approaches for each.

To encourage community engagement, we hosted a collaborative event with Petit Pli and YL Invites, where the founder, Ryan, hosted an intimate talk night based on the brand's evolution.

To attract media attention, we crafted and pitched a press release highlighting the story of Petit Pli's products being inspired by origami during Ryan's study abroad in Japan, connecting the brand to the local market.

Finally, we devised an influencer-driven initiative to boost participation in the popup event.

RESULT

YL Invites' event sold out its tickets, with over 50 attendees, including media personnel and industry experts. The PR campaign for the media resulted in an advertising equivalent value exceeding 6 million yen, gaining coverage across various media outlets and social networks. The brand sold over 150 pieces of clothing at the popup event, leading to a complete inventory sell-out. As a result, Petit Pli's Japan launch achieved significant success.

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