As a way to market and promote the new collaboration, free ties will be handed out to those attending the Ascot races. Royal Ascot is synonymous with sartorial elegance. This is upheld by their dress code, which invites guests to contribute to an occasion heralded as a major fashion event in its own right.
The ties will not be part of the collaboration as they will be exclusively for those attending in order to give them something special back from the brand. This is a gesture in hope to gain their interest and hopefully bring them aboard the Paul Smith customs and way of life.
As Paul Smith is thought of as a "remarkably British" designer, what better way to promote the new collection other than at The Royal Ascot itself
PERFECTLY 'TIED' UP
Unfortunately as much as Paul Smith would prefer cravats, due to them being a love of his, they are actually banned from being worn at the ascot.
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Offline Marketing Strategy