SWITCHING GEARS: The fashion industry must have let out a collective giggle Tuesday when PR Consulting revealed via e-mail that it would be representing a new, unexpected brand: Grindr.
Grindr, which was founded in 2009 by Joel Simkhai, is a popular location-based dating app for gay and bisexual men — Marc Jacobs was a fan.
The relationship could appear off-brand, but according to PR Consulting’s cofounders, Pierre Rougier and Sylvie Picquet-Damesme, Grindr offers an opportunity for fashion brands to reach a vast number of people.
“It might seem surprising to some in the fashion community that we would take Grindr on as a client, but this is a very large platform with more than seven million users worldwide and one million users engaged every second on Grindr. It would be foolish to think that the fashion, lifestyle, beauty and luxury industries would not view this as an incredible platform to reach an influential, potential consumer,” the cofounders told WWD.
The size of the audience aside, the responses on Twitter to the news ranged from disbelief to jokes about the entertaining prospects of the partnership:
see more at: http://wwd.com/fashion-news/fashion-scoops/pr-consulting-grindr-10288462/
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