Alice Temperley Pop Up Store at Selfridges
Target is the 5th largest US retailer with a reputation for forward thinking marketing programmes.
Our brief was to communicate the launch of the ‘Alice Temperley for Target’ range of clothing exclusively at Selfridges, London. The event coincided with September’s London Fashion Week.
The objective was to grow the brand’s profile amongst US fashion magazine editors and journalists attending London Fashion Week. The secondary aim was to create a buzz around the launch of the collection and to drive women in-store to buy.
CUNNING created a unique way to showcase the limited edition range of clothes. This involved taking the collection to the streets of London in a distinctive and surprising way, whilst selected fashion magazine editors were targeted in the comfort of their hotel rooms. CUNNING also designed, built and installed the instore concession in Selfridges.
CUNNING designed, built and branded three beautifully crafted 3 metre high Perspex pods, placed together in three London locations over 4 days. The sleek pods transported high fashion to the high street. For 8 hours each day, models posed in the pods, changing over every 20 minutes, to display the entire collection to the public. The pods containing the stunning models, placed in high footfall retail locations, were hugely engaging and provided the PR shots required.
“I wish I was wearing Alice Temperley for Target” t-shirts were hung inside each of the illuminated pods at night to maintain the buzz around the collection. Selfridges staff and brand ambassadors wore them, whilst giving out 12,000 flyers to passers by and directing them into the store.
To tie in with the national press advertising, CUNNING sourced suitable props and dressed the Selfridges space. It was beautifully dressed with branded, oversized ornate mirrors, opulent black chandeliers, soft matt printed posters and rail signage.
Jet-lagged fashion editors and journalists, visiting London Fashion Week were surprised by fabulous goody bags delivered to their hotel room. This included launch details, champagne vouchers, a London fashion map and beauty products to re-invigorate them after their flight.
OTS: 809,000 people over 4 days (based on Local Council footfall figures)
Flyers: 12,000 handed out
Sales: £10,000 (almost 25%) worth of stock sold in the first 2½ hours
PR Reach: 291,150 in Evening Standard
LBC Radio: 637,000