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Hook, Line & Sinker bags luxury fashion reseller, Luxity

Louis Vuitton, Rolex, Hermès, Chanel and Gucci are just some of the premium fashion brands housed at South Africa’s largest pre-owned luxury reseller, Luxity. Integrated communications agency, Hook, Line & Sinker has been awarded the Public Relations account to actively manage a tailored B2B and B2C media and marketing 12-month campaign.

Established in 2016, Luxity is the country’s first omnichannel retailer that buys and resells pre-owned, authentic luxury items across the continent. The online and physical stores in Nelson Mandela Square, Cape Quarter and Menlyn Maine provide some of the world’s most exclusive brands, whilst safeguarding consumer trust and contributing to the circular economy.

Research indicates that the luxury market is surging with an annual growth rate of 10–15% over the next decade[i]. Hook, Line & Sinker Head Honcho, Adam Hunter, says that Luxity’s remarkable growth in the local market has arrived at the perfect time, when sustainable fashion is a hot topic, putting them at the forefront of a clothing revolution.

‘As Luxity continues its success journey, a creative and vigorous marketing and public relations strategy is imperative to educate local consumers about the advantages and benefits of preloved fashion. Consistently on the radar and perfectly in sync with the most in-demand media, bloggers, influencers, and VIPs, our agency’s consumer press and influencer division provides a proactive service for brands that delivers results beyond traditional. Our clients are showcased in industry-specific media (digital and print), featured by recognised influencers, and worn by popular celebrities. We look forward to supporting Luxity in elevating brand awareness and driving “sustainable’ demand”.


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