London-based PHA Media announced it has been appointed by Nayna McIntosh, Founder and CEO of British fashion brand Hope, to implement an integrated communications strategy.
PHA has been tasked with managing a targeted consumer PR campaign to create maximum exposure for Nayna McIntosh. The campaign will position Nayna as a key spokesperson, mentor and voice for 40+ women and those who feel ignored by the majority of high street fashion and online retailers due to the lack of aspirational clothing made available for their age group, and advertising campaigns that focus on the younger woman.
Nayna has over 30 years’ experience in fashion retail with some of the biggest and best known brands in the UK. She has worked for Marks & Spencer, Next, ASDA and Per Una in a variety of senior sales, marketing and operations roles. As well as working in some of the UK’s most innovative and fast-growing fashion brands, Nayna has a track record of building retail brands that put customers at the centre—something she was passionate about when founding her own brand, Hope.
In September 2015, Nayna launched Hope, a British womenswear brand with a point of difference seeking to embrace women of all shapes, sizes, and ages—and in particular women over 50 who feel they have become invisible to high street retailers. Hope celebrates these women, with the aim of making the shopping experience easy and pleasurable.
PHA was appointed after a competitive process in which the agency impressed with its experience in working with UK and international businesses including consumer and fashion brands, as well as significant personal profiling credentials.
McIntosh commented: “We’re thrilled to be working with PHA Media to develop our PR strategy and approach. When I launched Hope I wanted to embrace and encourage women, in particular fifty plus women to feel beautifully confident whatever their shape, age and size. This optimism and authenticity is extremely important and personal to me and I truly believe that PHA Media are the team that can help us spread the Hope message and philosophy far and wide. We are all very excited to see what we can achieve together.”
Shelley Frosdick, Director of PR at PHA Media, commented: “We’re absolutely delighted to be working with Nayna McIntosh and the Hope team. We believe that Hope offers something totally different in today’s fashion industry and Nayna is a true inspiration and a much-needed advocate for women aged 40+. We’re looking forward to being a part of her journey!”