Promotions • Visual Design • Experiential Marketing • Media Planning and Buying • Corporate Communications
2nd Time Around (2TA), a national, upscale consignment retailer of women’s designer fashion, had recently gone through a massive rebranding initiative. While the transformation was considered a company-wide success, three locations in Boston’s historic Newbury Street district continued to underperform. We needed to develop a plan for the all-important forth quarter that would increase brand awareness to ultimately drive store traffic and increase customer and consignor engagement on social media.
The 2TA Fall Crawl: a multi-store, VIP fashion event to kick off the fall season (and Fashion Week). This invite-only experience for Boston’s fashion forward crowd provided different brand-aligned experiences at each of the three locations. Guests were able to shop exclusive merchandise, enjoy complimentary wine and hors d’oeuvres, listen to live music, participate in free consultations with 2TA Stylists, and engage in a variety of social media activation points. In the following months, a series of 2TA Happy Hours events were hosted where consignors and customers received special incentives.
We utilized local models as Style Ambassadors (our customized take on street teams), engaged Boston’s top fashion bloggers, donated 5% of all sales to Dress for Success Boston, used a dedicated hashtag, offered sales incentives and created virtual events on Instagram.
The campaign was carefully designed to speak directly to the audiences in Boston, while having enough flexibility to be scaled and replicated in new and existing markets.
The total value of the promotion and its elements doubled the total investment. Total net reach of the promotion was over 200,000 while total impressions exceeded 475,000*. Thousands of consumers visited the locations over the course of the promotion.
* Combined in person, digital and broadcast results provided by promotional partners.