Business Overview.
Launched in 2018, MALIBU SKYE is a division of Deluxity Handbags, a company that manufactures over 11 million handbags annually and is well known for producing luxe quality products made from vegan leather. They are also credited with using the highest quality of construction with ‘best-of-the-best’ hardware, pulls, trims and lining. With 12,000 square feet of showroom and warehouse space in Los Angeles and company-owned and operated factories in China, Deluxity controls all aspects of design, manufacturing, production, sourcing, sales, distribution and marketing.
Engagement Summary.
In 2018, KT Marketing began working with Deluxity to create brand awareness and exposure for their new MALIBU SKYE brand. The wide-ranging project scope included brand messaging, marketing, advertising, PR, influencer outreach and new business development.
Results.
- KTM created a brand story highlighting Malibu Skye’s “designed in L.A.” pedigree, Southern California lifestyle personality, and fresh take on wear-now/go-anywhere styles elevated with luxe details –all for a great value.
- KTM secured numerous edit mentions for the brand including WWD, Forbes, COSMO, Town & Country, InStyle, O! Oprah Magazine, and WhoWhatWear.com among others.
- KTM established a test partnership with ABC’s “Deals & Steals” franchise (which is a regular feature on Good Morning America and other ABC daytime shows) to promote Malibu Skye handbags. Consequently, in 2019 MALIBU SKYE handbags were featured on a total of 10 TV segments and in several digital campaigns, resulting in the sale of 50,000 handbags and generating more than $1.5MM in sales.
- Based on the success of this initial partnership with ABC, including placements within popular segments like “Oprah’s Favorites”, KTM negotiated a longer-term strategic advertising partnership between Malibu Skye and ABC, which continues to produce results that exceed customer acquisition and sales goals.
PROJECT DETAILS
CLIENT
MALIBU SKYE
Date
2019
CATEGORY
Advertising
Brand Awareness
Brand Messaging
Influencer Outreach
Marketing
New Business Development
PR