TOM FORD HK hands PR and media mandate to local agency Flare Communications

TOM FORD Hong Kong has appointed Flare Communications, a local integrated communications agency, as its public relations and media agency to offer retainer services after a competitive pitch. 

Effective from mid April, the appointment sees Flare Communications handle TOM FORD FASHION’s media and public relations duties, with a mission of developing strategic counsel on its communications to reinforce brand equity in the industry. 

Flare Communications aims to develop content and collaborate with influencers to produce dedicated content relevant to the brand in order to resonate with young new customers, raising awareness of the legendary brand among them in the city. These approaches display Flare Communications’ readiness, capabilities and expertise in overall brand marketing and communications strategies. 

A specialist in luxury brands and creativity, Flare Communications has been collaborating with TOM FORD BEAUTY since 2016. TOM FORD BEAUTY, first introduced by the Estée Lauder Companies in 2006, is a luxury beauty brand with a collection of fragrances, makeup, and skincare that reflects TOM FORD’s singular vision of modern glamour.

The Estée Lauder Companies then acquired the TOM FORD brand in November 2022. 

“With our expertise in developing comprehensive, current-to-market and consumer-centric strategies, we develop strategies with TOM FORD Hong Kong as we have a deep understanding of luxury, creativity and a commitment to excellence in order to strengthen the luxury positioning of TOM FORD FASHION and BEAUTY,” said Bastian Wong, CEO and managing director of Flare Communications.

MARKETING-INTERACTIVE has reached out to Flare Communications for more information. 

Apart from the TOM FORD FASHION account, Flare Communications has also bolstered its portfolio of fashion brands by adding Japanese fashion brand Uniqlo.

The agency handles retainer services of Uniqlo Hong Kong and Macau, aiming to develop ongoing and engaging communications with local customers, through tactical and curated influencer contents. Flare Communications believes that the Macanese market has huge potential and will thrive in the second half of this year.

Currently, Macau has two Uniqlo stores in the city, including a large store close to the Ruins of St. Paul’s and a standard store located at The Venetian.

Flare Communications has also won the retainer services of French lifestyle fashion brand AIGLE. In this account, the agency creates content for AIGLE via social media and handles the brand’s media duties. Other fashion brands that Flare Communications has been working with include American footwear, apparel, and accessories brand Converse. The agency has been working with the Shanghai regional office for four consecutive years since 2019.

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