instyle ‘best of british’ x avenue32

Avenue32.com had naturally spent a vast sum of money on digital campaigns in their first year of inception, but had not invested in any off-line activity to support their brand development and build credibility The research found a lack of trust among defined target who were nervous about purchasing expensive items on a relatively unknown site compared to netaporter, mywardrobe or matchesfashion.com.

Negotiated partnership with InStyle Magazine pre-Bafta ‘Best of British’ activation which would amplify the brand through all the publication’s channels – print, digital and social.

The association would provide exposure to a wider audience and build credibility from a respected fashion authority’s endorsement. The concept also aligned with the brand values of supporting emerging talent and presented an opportunity to showcase the site’s contemporary design talent on upcoming actresses.

The coverage achieved was worth just under £4 million in AVE and saw over 36% of the audience in the target AB group (30% were in C) and over 40% in the key 24-44 demographic.

During the activity brand awareness grew exponentially resulting in new traffic to the site peaking at over 55k sessions and revenue growing by 150%. Organic search grew by 98%.

the clothes concierge

Identified need to enhance Customer Service Team with appointment of Client Development Manager from Burberry/Louis Vuitton to drive strategic service campaign initiatives such as ‘The Clothes Concierge’

To launch ‘The Clothes Concierge’ service developed ‘pop-up’ concept at Guard’s Polo Club for summer season including Cartier Queen’s Cup match. Provided opportunity to engage with affluent females from target group and make appointments for private consultations with curated edit from site. Average sales during such appointments were approximately £5K

Negotiated partnership with Grosvenor House Apartments on Park Lane to provide ‘The Clothes Concierge’ service. Guests were invited to pre-order from the site prior too arrival and items would be delivered direct to their room and hung ready in their wardrobe. If required the Client Development Manager would meet to discuss selection and offer advice on purchases. Also collaborated with ‘Total Wardrobe Care’ to support with immediate alterations and general clothing and leather care advice

The Little Black Book of the season was created to support activity and distributed at events and to the media as well as an insert into boxed deliveries

Developed weekly Facebook live interactive campaign for Q&A session with the Clothes Concierge and/or key designers.

Campaign was supported by digital, OOH and print during London Fashion Week.