Damart
104
Pieces of coverage in the AW25 season
349 MILLION
Potential audience reached through earned media coverage
24
Top-tier press placements achieved in AW25 –including The Independent, The Mirror, TheSun, OK! Magazine
587,186
Views of IG Reels from Influencer Partners in the AW25 season
Damart: AW25
Synonymous with warmth and quality, Damart is one of the UK’s most recognisable thermal clothing brands – perhaps best known for its heritage Thermolactyl clothing range.
By utilising a series of elevated PR tactics, we’ve shifted the narrative from functional to stylish, all while modernising perceptions of the brand and maintaining its credibility in an increasingly trend-driven and influencer-led market.
ALWAYS ON PRODUCT-PR
A continuous drumbeat of consumer media relations and product placement activity aligned to the latest fashion trends helped us spotlight Damart’s key pieces. We closely monitored forward features to secure regular coverage, positioning Damart as the trend-conscious and practical choice for the season. This agile approach kept Damart front of mind for editorial contacts across fashion, lifestyle and national media.
TREND NEWSJACKING
We leveraged major cultural moments, such as the cold snap and the new season of the Celebrity Traitors, to create newsjacking opportunities that placed Damart at the centre of trending conversations. We packaged up expert commentary and product recommendations into our media outreach, securing reactive coverage across lifestyle and national titles.
EDITORIAL SAMPLE SEND-OUTS
Print media is a key channel for Damart’s core audience, so we conducted a thorough audit of the stylists responsible for editorial shoots within these titles. Our targeted outreach meant that Damart was included in fashion features and seasonal shoots, which positioned the brand alongside other well-known retailers in a more fashion-led context.
INFLUENCER PARTNERSHIPS
To refresh perceptions of the brand even further, we curated a group of mid-tier and microinfluencers aligned with Damart’s audience, creating a strategic influencer marketing strategy of content focused on warmth without bulk and comfort without compromise. Two influencer product launch events held in the AW25 season amplified this activity, allowing creators to experience the product firsthand and share content with their communities.