Digital Bus Shelter
This will be an on going digital display of images and testimonials by women who are members of Armoire. When women loan a dress they will have the option of uploading a photo of themselves wearing the designer dress at a special occasion and include a personal testimonial based on their experience. Women who participate in this venture, will receive a discount on their next loan. These images and testimonials will be digitally displayed on bus shelters and will be updated constantly with the latest images uploaded by Armoire members.
Membership Key
Once the consumer has purchased a membership to Armoire, they will be given a decorative key with the Armoire logo on one side and a personalized barcode on the other. When entering Armoire, women will use this key as proof of membership. When scanning the key, a photograph and information on the costumer’s history with Armoire will appear on the screen of the employee.
Launch Event
The event will launch the existence of Armoire at the Holt Renfrew on Bloor Street, Toronto, Ontario. A lucky 100 women will be picked up by limos and driven to a secret entrance to Armoire, where they will be glamorized in expensive designer dresses and treated like queens by personal assistances. After they have finished getting ready, the limo will drive them to the main entrance of Holt Renfrew where a swarm of people will await their arrival. Including, ET Canada reporters, paparazzi, the general public, fashion industry leaders, etc. These 100 women will walk the pink carpet and enjoy an evening where they will be treated like celebrities. The event itself will be a party full of fancy cocktails, hors d’ oeuvres and entertainment, based on the theme of the night: an in-store dress rental service at Holt Renfrew.
Direct Mail 1 & 2
Holt Renfrew records its clients’ personal information when they make a purchase. With this information in its database, Holt Renfrew will randomly choose 500 women between the ages of 25 and 30 who spent less than $3000 in the last year. They will then send out an email to these 500 lucky women, who must quickly respond to this email by entering the given code on the provided website. Only the first 50 women to respond will receive an exclusive invite. Each women will be asked to bring along a female guest of their choice. The second round of direct mail will be sent to the 50 lucky women. This will directly reach the desired target. This piece of direct mail will be scented with perfume and have the look and texture of actual fabric.
Copy:
1: The first 50 women to respond recieve an exclusive invite.
2: We invite you and a female guest of your choice to Holt Renfrew Bloor Street, as we proudly present Armoire’s exclusive launch. Glamorize yourselves from head to toe, but do not worry about what dress to wear because we’ve got you both covered.
Detachable Print
A high heel shoe insert with an image of a designer dress on it will be another form of print advertising. These inserts will be placed inside high heel shoes that have been chosen by Holt Renfrew as the shoe that works best with the designer dress in the image. They will be considered as the “Holts Picks” of the season. These inserts will be at shoes stores such as, Browns, B2, Town Shoes, etc. because these are the shoe stores that my target audience shops at for high heels. This same concept will be applied to handbags, but instead of having an insert within the shoe, there will be a tag attached to the handle of the bag. In addition, Armoire branded tissue paper will be included inside the shoebox and purse to extend the brand.
App
This App is a place where women can try on designer dresses on images of their actual bodies. They can download this App for free using the QR codes on the Interactive mirror displays that are placed in malls. All they have to do is take a picture of themselves in front of the mirror (3D body scan) and they will then be provided with their personal access code, which they will then insert on the App. The user now has access to trying on a variety of designer dress. They can explore different, styles, shapes, colours, etc.
Interactive Mirror Display
At first glance this interactive display seems as if it is an elegant mirror, but when a passer-buyer steps in front of the mirror, a woman’s voice invites them to try on some dresses and a virtual screen appears on the side. The user has the option of selecting a variety of designer dresses to virtually try on in their size. They must first select the dress that appeals to them and then insert their size. By standing in front the of the life size dress that appears on the mirror, it seems as if the user is wearing the dress. This mirror looks like any other mirror, but is actually a high resolution digital screen with a camera that can relay live video and project holographic images of designer dresses so customers can see how they will look in a designer dress without physically trying it on. A woman’s voice assists the user throughout using simple clear instructions on how to operate the touch screen mirror.
The user can choose to photograph themselves wearing the virtual designer dress and then they have the option of emailing or posting it onto Facebook or Twitter.
When taking the photograph, the user is also receiving a 3D body scan so that they can dress their actual body using the free Armoire App. After taking the photo, the user will be provided with a specific access code. Once they use the QR code on the mirror to download the App for free, there is a section on the App where the user can insert their access code, which will upload their actual body on to the screen so that they are able to try of a variety of designer dresses that fit their body type.
Each of these print ads highlights the style of each dress using a playful headline. The copy on the bottom left corner provides the viewer with additional information on who the designer is, the retail price and the loan price. These ads will be placed in magazines such as: Fashion and Vanity Fair, because these are the magazines the target audience purchases.
The Opportunity
Holt Renfrew has the opportunity to expand their customer base to include young professional women who aspire to be Holt Renfrew customers and who may not be able to afford the typical Holt Renfrew offerings. To do this, Holt Renfrew will be developing an exclusive, new dress rental service that will introduce designer brands to these women.
My marketing campaign will launch this service in a way that caters towards young women and convinces them that this service is the most exclusive and exciting way to enjoy fashion.
If successful, the outcome of this campaign will be that young women choose to rent a dress from Holt Renfrew’s dress rental service, and ultimately become “addicted” to the high fashion look and lifestyle.
My target audience for this campaign is women, between the ages of 25 and 30, who are beginning their professional careers.
Background
Today, women are aware more than ever that the fashion industry focuses on what’s “in” today is “out” tomorrow. Trends change every season, so it is hard to keep up on a limited budget. As we recover from the recent recession, the owner-less trend emerges. For many consumers, access is better than ownership, which is why women are more inclined to rent a dress. Women want to dabble in things before they buy them. Trendwatchers call this “trysumerism.”
Youthful, driven, promising women who have refined taste should be able to participate in an exclusive dress rental service from Holt Renfrew, where they can rent the latest designer dresses as they need them, instead of once again wearing a mediocre dress, that is no longer in fashion. With membership, these women will never have to wear the same thing twice, so they can replenish their look and feel just as glamorous at every occasion. They will know that Holt Renfrew carries the latest fashionable trends right off the runway at affordable rental prices.
Campaign Strategy
Exclusive dresses without the exclusive resources
