Beginning in 2010, The Limited, a mid-range women’s clothing retailer, embarked on a revitalization and evolution of their brand and approach. A mainstay for many traditional shopping malls, The Limited needed to appeal to a different demographic, and make their mark as an accessible fashion-forward retailer.
McKeeman Communications was enlisted as one of their first field public relations agencies, and worked hand-in-hand with the national marketing team in shaping what public relations, media relations, social media and cause-related marketing would look like as the new version of “The Limited” hit markets across the country. The news coverage, community engagement and customer response was strong, helping drive physical store sales while re-inventing the iconic brand’s reputation to appeal to women in their 20s, 30s, 40s and 50s.
With direct access to the company’s Senior Vice President of Marketing, the McKeeman team became an extension of The Limited’s national marketing team, directly conducting market entries for seven new locations in North Carolina and Virginia. Along with media interview training The Limited’s CEO and executive marketing team, McKeeman was tapped for special projects including managing eight months of market entries across the country.