STYLIST COMPETITION WITH HIGH COMMUNITY FACTOR

Klant

Fashion chain firelle introduced a new total fashion concept in Belgium: A chain of spacious fashion stores with an equivalent range of footwear, apparel and accessories. The unique concept is based on guided self-service, which means that all fashion articles are presented by theme and color. Women as well as men and kids can put together a complete outfit in only one store visit.

Opdracht

Make clients familiar with firelle's new store concept. Consider an action that focuses attention on the full range of products (shoes, apparel and accessories) and encourages customers to try out fashionable combinations. Emphasize our quality brands. In the medium term, firelle wants to communicate mainly online. Take advantage of the opportunity to expand our email database significantly and to boot a Facebook community.

Oplossing

Two things were essential. We had to try to lure customers to the stores, so they could experience the new store concept live. Secondly, the unknown name firelle had to gain more credibility. Comith came up with a stylist contest, not for professionals but for 'regular' ladies (and gentlemen) who are passionate about fashion. To give the action mor ...