Challenge
La Sirena is a department store in the Dominican Republic, but being a store that does not stock high end brands it was not considered an option for fashionable clothing. La Sirena was keen to change this perception and wanted to show consumers that they could get fashionable clothes at lower prices.
Insight
La Sirena chose to re-launch the fashion department with the new fall collection in order to show potential customers it was the best place for affordable and fashionable clothes. The launch was to coincide with Fashion Week, the most important and influential fashion event in the Dominican Republic, where local and international designers would present their fall collections.
Solution
La Sirena worked with the TV shows that would cover Fashion Week and the designers and stylists that would feature on them.
La Sirena wanted to make the clothes part of the content of the program, rather than using a traditional ad. Before each show La Sirena worked with scriptwriters, interviewers and guests to go over the questions for the show and match clothing to the content.
Depending on the conversation every camera cut during the program showed a different outfit from La Sirena. Interactive overlays described every piece and gave information about the price and how to wear it. For each show over 100 looks were picked.
Results
The new collection sold out in just a few days and was a trending topic on Twitter.
The news of the campaign was covered on TV, in the press and on social media.
By the end of Fashion Week the perception of La Sirena had completely changed, at the end of 2011 the fashion dept. increased a 53% in buying preference compared to other retail stores in the market.