Case Study 1406: How Publicity Can Help a Product Build Sales Worldwide

Publication

-

Museum of Public Relations

Name/Title

Case Study 1406: How Publicity Can Help a Product Build Sales Worldwide

Description

The Denim Council's multi-year publicity program—featuring "The Jeans Book," TV specials, celebrity-style events, retailer promotions, and international outreach to Nîmes, France—designed to boost denim's fashion appeal and drive worldwide sales for its U.S. textile manufacturer members.

Context

Captures the early-1970s transformation of denim from workwear into a mainstream global fashion phenomenon, a shift actively engineered rather than purely organic. Shows how a trade association can use imaginative, youth-culture-driven storytelling, media tie-ins, and continuous novelty (books, films, awards, international stunts) to sustain a product trend and directly influence measurable sales growth across an industry.

Category

Public Relations

Acquisition

Source (if not Accessioned)

Meg Lamme

Notes

Date Acquired: 3/8/21

Publication Details

Publication Type

Newsletter

Editor

Denny Griswold

Publisher

PR News

Place Published

City

New York City

State/Province

New York

Country

United States

Continent

North America

Location

* Untyped Location

22

Web Links and URLs

PDF

General Notes

Note

From a collection of memorabilia saved by publicist Terry Mayer, who had a close relationship with Denny Griswold.

Created By

[email protected]

Create Date

April 1, 2021

Updated By

[email protected]

Update Date

August 24, 2026