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This Chinatown institution opened a new flagship store in SoHo and wanted to avoid the 'exploitative' backlash that floored Shanghai Tang several years ago. DCI saw that Pearl River’s 30 years-plus relationship with the area and the Chinese-American community, and the principles of advocacy by which they run their store, made a great message for the venture. In positioning the store as the authentic source for Chinese fashion and décor and publicizing the founders to personalize the story, DCI educated the media about Pearl River’s long heritage and distinguished it from any predecessors or competitors.
REAL RESULTS
Pearl River just keeps rolling. High-profile features
in major national media including THE TODAY SHOW, LIVE WITH REGIS & KELLY, QUEER EYE FOR THE STRAIGHT GUY, THE NEW YORK TIMES, USA TODAY AND THE WALL STREET JOURNAL have led to a consolidation of the brand vision, positive publicity for the flagship store and gross annual revenue of over $6 million.
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T: 212 660 6785