“Fashion”

JNY
When Jones New York (JNY) prepared to unveil its new “Signature” line of apparel in the Spring of 2004, it hired Look Look, Inc. and Arnold Brand Productions to develop marketing plans to introduce the collection in a series of “live” events staged across the country. The plans, respectively, were to hold the events in selected shopping malls, then in country clubs. Part of the strategy included launching a nationwide search for talent to host their fashion shows.

Shelly Lawler was ultimately chosen to host the shows. However, she was unable to participate during the first phase of the marketing programs due to scheduling conflicts. As life goes, though, things change. And Shelly was once again called back to host JNY’s Fashion Shows in country clubs in West Palm Beach, Tampa, Palm Springs and Mission Viejo. The passion of her presentation, coupled with the excitement of music, choreography and contemporary fashion resulted in higher sales and rave reviews.

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