CASE STUDY
Whistles
The Brief
Our brief from Whistles London marketing team was around showcasing the Whistles brand reinvention to the Yorkshire region with an exclusive VIP fashion event, in-store.
They required regional press coverage pre and post event, but also event planning and guest list creation to ensure key women across fashion, and business, from across Leeds were present, contributing to building Whistle’s data alongside generating heightened brand loyalty.
The central marketing team also turned to us for creative input on what event elements would provide standout, to ensure the evening was a success, as Leeds is a crowded market for such activity.
“Leeds is renowned for its shopping culture and fashion savvy women so we felt the Whistles brand could really resonate, it’s definitely a growth market for us as there is so much untapped potential; we now want to focus our strategy and really bring to life the whole Whistles experience to the Leeds customer. We looked to work with a local agency that really knows the region and reflects our brand’s style to create an event with real flair and we approached Chocolate who clearly know the market,” said Shepherdson.
The Strategy
Showcasing the Whistles brand reinvention to the Yorkshire region, the in-store event offered a platform to present the brand’s refreshed identity, offering guests the opportunity to gain expert style advice from a selection of special guests and Grazia Magazine’s very own style guru, Polly Vernon.
A live look book was undertaken using Leeds fashion models, showcasing key pieces on the Spring collection – an interesting interactive element that we knew both press and shoppers would buy into.
Making it more than just a shopping event entertainment was provided by Capital Radio DJ Jo-Jo, alongside champagne and canapes, encouraging guests to stay and shop for longer and truly make a night of it.
Having invited bloggers we had also ensured a live feed of content was issued across social media throughout the event.
A special offer on the night and discount vouchers in the goody bags was also implemented to build up brand loyalty and repeat shopping from guests.
The Results
Whistles Leeds welcomed over 100 of Leeds’ key business-women by VIP invitation only, including key press and fashion influencers, as the store was transformed into a spring awakening, showcasing the new collection – no mean feat for a city with a launch event every night!
The event more than paid for itself on the night with on-site sales generating thousands of pounds of revenue, and the voucher scheme introduced provided repeat business and extended customer loyalty. The VIP guest list brought in new customers and data captured a highly valuable marketing contact list for future promotions.
The event also achieved highly visual press coverage in all target media.
Whistles CEO, Retail expert and ex-Topshop brand director Jane Shepherdson, who has been awarded an MBE for her services to the British Fashion industry said: “Leeds is renowned for its shopping culture and fashion savvy women so we felt the Whistles brand could really resonate. The event posed the perfect platform for us to showcase the new Spring Collection to our Leeds audience, who we know are dedicated to both high quality, and following the latest seasonal trends.”
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