How one standout product can drive repeat press coverage
There’s a common misconception that you need constant “newness” to land great press coverage year after year. But the truth is, one strong product can often get more attention than an entire collection — if it’s pitched well.
What made Lowie’s Turkish socks stand out
Lowie, the knitwear brand, PR Dispatch founder Rosie first pitched back in 2010 (and now a long-time PR Dispatch member, releases beautiful collections each season. Yet one product consistently caught editors’ attention: their Turkish socks.
When Rosie started pitching the brand, she presented a variety of products. Over time, it became clear that this one design was the editors’ favourite — and the coverage proved it.
Key features editors look for in a press-friendly product
So why did the socks perform so well? They had:
Bold, eye-catching design
Affordable price point
High-quality photography
Versatility — perfect for Christmas gift guides, year-round gifting edits, editorials, knitwear features, and shopping pages
These socks were featured in Marie Claire, The Guardian, Refinery29, Evening Standard, Living South, and more.
Why one strong product can beat a full collection
The takeaway is simple: you don’t need a huge range to make a big impact. One or two standout products, pitched strategically, can get coverage year after year. Editors remember products that work for their features and deadlines, and a single product can become your “go-to” for press.
Tips to replicate this success for your brand
Identify your strongest product (s) and focus your PR efforts on it.
Make sure professional, high-quality imagery is ready for press.
Pitch consistently, but don’t overwhelm editors with your full range.
Keep seasonal and gifting opportunities in mind, versatility is key.
If you want to see your product featured in Christmas — and year-round — press (just like Lowie’s Turkish socks), now’s the perfect time to join our Pro plan.
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