It is not new collections or seasonal sales that attracts the audience of outlets. Their main difference from shopping centers and stores is the possibility of “catching” a brand name item of high quality for a low price. That is the reason why the outlet communication is often short-term and is built around the amount of a discount. It is not easy to stay noticeable among the endless number of sale advertisements and business rivals, but it is much more difficult to form the single brand image within the flow of contextual tactical messages.
For Fashion House Outlet Sheremetyevo campaign we were in search of an approach that will allow uniting different target audiences, different price quotes and different promotional offers into single communication frame.
We have based our communication on the unsatiable human desire to get the best and the most for the lowest price
We have based our communication on the unsatiable human desire to get the best and the most for the lowest price. It is an instinct that encourages looking for the cheapest airplane tickets, comparing the prices of different online shops and “googling” the existence of promo codes before making the first order. It is often not even the matter of economy but the feeling of hitting the jackpot.
In the context of the fashion industry this feeling is even stronger: there is nothing more pleasant than to understand everybody is paying through the nose, except you. This pleasant feeling of permanent search reminds of a hunt and this is what distinguishes the outlet customers from the regular customers of shopping centers.
The “Hunt for brands” campaign was launched in spring 2018. There were three key characters – Fox, Lion and Lioness – reflecting different types of target audience, their needs and preferences. The campaign showed good results and was continued by winter flight with more characters added to reflect more sport-oriented brands audience.
We created the single visual style and lines strategy to unite all of the promos that are changing constantly
The characters themselves now participate in the brand communication more actively, filling the outlet, its website and SNS accounts with tactical messages in the new creative frame. We created the single visual style and lines strategy to unite all of the promos that are changing constantly. This allowed us to interact with different audiences and to solve different tactical tasks without losing the solidity of communication.
*Refreshing breeze is bringing cut rates