Masali for Yargici

Interior

The Brand

Yargici is a retail, wholesale and online brand for women’s fashion and lifestyle products. For over 40 years, the brand has established itself as one of the most important clothing retailers in the Turkish market. Over 50 company-owned shops are located in the most popular neighbourhoods in Turkey and Cyprus.
Yargici presents an essential look and relaxed silhouettes mixed with inspiring details. Since 2015, home and garden furniture products and accessories have been offered under the Yargici Homeworks brand to present a comprehensive lifestyle concept to the customer.

The Task

In spring 2017, Yargici started its expansion into the German market with several premium locations. Masali’s task was to establish the brand on the German market, to make it known via media work, cooperations and influencer relations and to create reach.

The Approach

Development and roll-out of numerous B2B and B2C measures online & offline to be recognized in a saturated market:

PR strategy & implementation for lifestyle and trade media
CEO positioning in the trade & business media
Influencer relations incl. product seeding and content cooperation
PR events incl. press & influencer days and press incentives
Development & implementation of event formats such as „Yargici Talks“ incl. media cooperations (e.g. Grazia)
Flagship opening in Hamburg incl. event organization, invitation management, VIP and press & influencer relations