Vincent Enlists FWV for U.S. Intro | Adweek Vincent Enlists FWV for U.S. Intro | Adweek
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Vincent Enlists FWV for U.S. Intro

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DALLAS Children's shoe distributor and franchiser Vincent Shoes has hired independent agency French West Vaughan to support the launch of its line of fashion footwear, the shop said.

FWV is a public relations and brand-building agency in Raleigh, N.C.

The upscale Vincent collections, inspired by global fashion trends for children age six months to 8 years, will be sold online and at children's retailers starting in September, the client said.

FWV will provide regional and national media relations, product placement and product seeding support for the brand, the shop said.

"We selected FWV for its breadth of fashion category experience as well as for its proven track record with new product launches and successful national media relations campaigns," said Christer Berg, co-founder and president of Vincent Shoes.

FWV's other fashion clients include Speedo, Anne Cole, Wrangler, Lily of France, Diana Vincent Jewelers and Charles & Colvard's Moissanite.

The Vincent Shoes line includes basics, dress, sport, pre-walkers and outdoor boots. Most collections include about 40 unique shoe models in an assortment of colors and styles. Prices range from $24.95 to $89.95.

The Vincent brand is expanding in Europe with 10 stores in Sweden and franchise locations in the U.K., Italy, Japan and throughout Scandinavia, the client said.

Vincent Shoe Store AB, the Swedish owners of the brand, chose Brenda and Christer Berg as North American partners based on their experience with Scandinavian Child, provider of high-end children's products.

Before joining Vincent Shoes, Berg was president and CEO for several software companies and has served as president and founder of VentureBridge, a Raleigh-based strategic marketing and business development firm.

"Brenda and I were first introduced to the Vincent brand during a 2005 visit to Sweden," Berg said. "Our professional backgrounds are a great match for the company."

The Vincent Shoes e-store will offer an "online shoe fitter" that determines size by actual foot dimensions to ensure a proper fit. Telephone and e-mail services, gift-wrapping, e-gift cards, and frequent-buyer and refer-a-friend programs are also available.

The line will also be sold at select brick and mortar retail outlets in targeted markets across the country, the company said.