Case Study: A Line Partners

Established in 2014, A Line Partners is an independent retail research firm providing the investment community with detailed, methodical research gathered directly at the store level.  A Line Partners engages a team of researchers who visit publicly traded retailers in major malls across the country on a weekly basis.  This information is then aggregated to provide an accurate and detailed picture of what is actually happening at the store level nationally.

A Line Partners founder, Gabriella Santaniello, wanted McKendall Communications to position her as an expert on anything related to retail and to be considered a leader in identifying business trends and retail psychology beyond the spreadsheet numbers.

McKendall Communications (McKC) prepared a comprehensive public relations plan that kicked off with a media tour in New York City to meet with key retail reporters at influential media outlets that cover the retail industry.  Since that time, McKC has worked with national media outlets on an on-going basis to profile Gabriella and her business in the retail sector.

Challenge:

Navigating Gabriella’s initial anonymity within the retail media landscape presented a formidable challenge. Once established as a preeminent spokesperson, the subsequent task was to sustain her relevance.

Tactics:

Leveraging an extensive media network encompassing prominent voices in the retail sphere, we orchestrate a meticulously planned outreach strategy, aligning with seasonal events and company earnings reports. Through targeted email communications, we continuously remind retail writers of Gabriella’s availability to provide expert insights on trends, customer feedback, and store management dynamics.

Results

For nearly a decade, we have facilitated numerous interviews for Gabriella with esteemed retail reporters from Bloomberg News, Business Insider, New York Post, Modern Retail, and The Wall Street Journal, solidifying her position as a respected authority within the retail domain.

Examples of Media Placements:

Inside Edition
“This is what the younger generation really wants to see. They want to see themselves reflected in the brands that they buy and they wear.  So, this is a great move forward for them.”

Business Insider
Gabriella Santaniello, the founder and CEO of the retail-research firm A Line Partners, told Business Insider that Abercrombie has been dead set on ditching its teen image. “They don’t want to be a teen brand — that’s Hollister’s job,” she said, referring to its sister brand. And they’ve done so by focusing on elevated basics, she said. “They have a really good core business … they’re not too risky with fashion. There is a little bit of fashion and color but not too much so it’s not going to be a huge liability,” Santaniello said, referring to Abercrombie’s collection of more tailored pants and oversize blazers as key staple pieces.

Associated Press/US News & World Report
This year, it has been slow,” said Gabriella Santaniello, founder of A Line Partners, an independent retail research firm in Los Angles, who had a network of associates scoping out malls and stores in Dallas, Philadelphia, Orlando, Florida and other parts of the country on Friday. “They’re getting out to shop. But I don’t think they’re buying as much.”

Modern Retail
In the past couple of years, there had been a big push for brands to begin offering more inclusive and plus-size clothing, now they are starting to pay attention to the “other end of the spectrum,” said Gabriella Santaniello, founder of A Line Partners. But in doing so, brands also expose themselves to potential production and inventory issues. “There’s obviously a market for it and it’s a new revenue stream,” Santaniello said. “There’s more petite customers and more demand for it, especially in the United States as we become more diverse.”