When a storied plus size retail empire was ready to launch a new online shopping hub featuring more than 300 apparel and accessories brands, they turned to MAX Communications to make a big bang for their buck.  With New York City’s Full Figured Fashion Week just weeks away, the PR Team advised the brand to make its national debut as the lead sponsor for this growing consumer fashion showcase.

Building quickly on this launch momentum, the PR Team designed and implemented an aggressive media and blogger relations campaign, introducing the brand, and its vision for helping women sizes 12 and up find their fashion center and embrace their inner fashionista, to the world.  Timing one-on-one deskside briefings with influential New York-based fashion magazine editors on the heels of New York Fashion Week, which famously excludes plus size fashions from its runways, offered a contrarian spin that opened doors, positioned the brand as a leading resource for plus size apparel and accessories, and put a niche market in the national magazine spotlight, elevating it to mainstream status.

In three short years, with no advertising budget, the shopping hub went from zero to 60, securing coveted news and product features in such magazines as InStyle’s Best of the Web issue, People StyleWatch, Family Circle, Glamour, Essence, Woman’s Day and All You, as well as CNN.com, Glamour.com, Ladies’ Home Journal online, Women’s Wear Daily, Portfolio.com and the Economist, among others. The Team also worked with celebrity stylists to garner national television coverage, including full figured fashion segments on NBC’s Today Show.