Making Heritage Fashion Relevant to a New Generation of Racegoers
When influencers stepped into Doncaster Racecourse wearing Grace & Dotty’s signature fascinators, they weren’t just dressing for tradition – they were redefining what race day style could mean. With the help of Shh! PR, Grace & Dotty transformed their brand presence, connecting with a younger audience and positioning heritage fashion as more than country attire, but as a versatile lifestyle choice.
The Challenge
Grace & Dotty and Doncaster Racecourse approached Shh! PR with a clear ambition: to build brand credibility and attract a younger, digitally savvy demographic without losing the heritage values that define them.
But the market wasn’t easy to crack:
- A cost-of-living crisis meant influencer audiences had less disposable income.
- The country clothing sector was highly competitive, with traditional brands vying for attention.
- Influencer culture was shifting, especially among younger generations, making authenticity more important than ever.
The Strategy
To meet these challenges, Shh! PR crafted a campaign that fused storytelling, influencer credibility, and thought leadership.
1. Story-Driven Influencer Content
We partnered with 16 carefully chosen influencers and media contacts who shared Grace & Dotty’s ethos. Their authentic, lifestyle-led content reached niche audiences and told a story of heritage reimagined for modern culture.
2. Amplifying brand visibility through thought leadership
By aligning with Doncaster Racecourse under the campaign message ‘Horse racing is for me,’ Grace & Dotty strengthened their position as a stylish, inclusive, and exciting brand for younger racegoers.
3. Breaking into modern lifestyle culture
Through partnering with multi-generational influencers, Grace & Dotty’s products were reframed, not just as country clothing attire, but as versatile pieces that align with today’s values of individuality, sustainability, and style.
The Impact
Results that speak volumes
• 601,296+ views across influencer content, reaching both traditional racegoers and Gen Z audiences.
• +80 new Instagram followers and +30 TikTok followers on the day, strengthening Grace & Dotty’s digital community.
• Over 87 hours of viewing time across videos relating to the event.
• Increase in external clicks directly funnelling engaged audiences to the brand’s website.
• Web traffic increased by 104%, reflecting a surge in brand interest.
• 29% engagement from existing follower’s vs 71% from new audiences – highlighting the campaign’s ability to break into fresh markets.
• Add-to-Cart % increased, with more baskets enabled – suggesting influencer-driven conversions, potentially linked to consumer pay cycles.
• Diverse influencer styling showcased Grace & Dotty’s versatility – some embraced traditional pheasant-feather fascinators, while others opted for modern, fashion-forward looks.
• Strengthened trust & authenticity with influencer testimonials reinforcing the brand’s originality and handmade exclusivity.
Voices from the campaign
“Partnering with Shh! PR for our Influencer Raceday at Doncaster Racecourse was a true game-changer for Grace & Dotty. We came to them with a challenge: to stay true to our heritage values while breaking into a younger, digitally savvy market. They not only rose to the challenge but transformed the way our brand was seen. Through their thoughtful strategy, Shh! PR connected us with 16 carefully selected influencers whose authenticity and style perfectly reflected our ethos. By weaving storytelling into every post and aligning us with Doncaster Racecourse’s inclusive ‘Horse Racing is for Me’ message, they helped us reframe Grace & Dotty – not just as country clothing, but as a versatile lifestyle brand relevant to today’s culture. The results spoke volumes. Influencer content drove over 264,000 views, a 103% surge in web traffic, and measurable growth across TikTok and Instagram. Engagement came not just from loyal followers but, importantly, from fresh audiences who discovered us for the first time. Shh! PR helped us prove that heritage fashion can be both timeless and modern – a trusted, stylish choice for the next generation. Shh! PR didn’t just deliver a campaign; they delivered lasting impact.”
Richard Ellis
Business Development Manager, Grace & Dotty
“Thank you for all your hard work as well! I bet it’s not easy coordinating influencers! Everything from my side went amazingly well and I am super happy with how the day went! The content definitely does look fabulous.”
Emily Lobley
Business Co-ordinator, Doncaster Racecourse
“You created such a lovely balance between structured content opportunities and relaxed moments to simply enjoy the racing and connect with others. The Doncaster Racecourse setting was perfect for showcasing Grace & Dotty and the pieces looked completely at home in such a classic British backdrop. The beautiful fascinator I wore was such a highlight, and it photographed so well. The fact that I still have fresh content to post weeks afterwards shows just how inspiring the day proved to be.”
Jordanna
“From beginning to end, it has been a real pleasure to collaborate with Amie for Grace & Dotty. She is the best I have ever worked with. Her super organisational and communication skills made it easy to plan ahead of time. She provided us with a time plan, clear instructions, responded to queries very quickly ahead of the day, and was super helpful up to the day itself. On the day, she was one of us, and everything went smoothly. We were offered a drink on arrival, were debriefed, and gifted our bespoke fascinator. Then we were given a grand tour, time to take photos, before a delicious 3-course meal. The best part was to be able to judge the best turned out horse and hand over the trophy to a winner. Thank you for the super experience, and I am looking forward to collaborating again.”
Audrey
“Thanks again to Grace & Dotty and Doncaster races for how great the day was and everything they had arranged for us. It was above and beyond what I expected. It really is appreciated how much effort everyone went to and yourselves for helping organise everything to make the day so special.”
Jess
Lessons For Brands
1. Influencer marketing drives measurable ROI
Beyond impressions and engagement, the campaign delivered tangible results – website traffic up 103.6%, add-to-cart rates climbing, and direct clicks from influencer content.
2. Micro-influencers unlock both trust and growth.
By tapping into niche but highly engaged communities, Grace & Dotty gained 111 new followers in one day and high-quality engagement from new audiences.
3. Lifestyle-led storytelling converts
Positioning heritage fashion in a modern, versatile way not only resonated with younger audiences but directly influenced purchase intent – reflected in more enabled baskets tied to consumer pay cycles.
4. Thought leadership partnerships extend brand credibility
The Doncaster Racecourse collaboration amplified messaging, reinforced brand relevance, and ensured that Grace & Dotty stood out in a competitive market.
The Outcome
Grace & Dotty left the campaign with more than just impressions – they gained a reputation for originality, quality, and versatility. By fusing tradition with modern lifestyle relevance, they positioned themselves as a brand that speaks to both heritage-rich racegoers and the next generation.