A new brand identity needed a high impact promotion
Over a period of growing store closures, weak market sales, rising costs and competition from online retailers, our approach had to change perceptions of the brand as a traditional wool and cashmere store on Edinburgh’s Royal Mile and show Johnstons of Elgin as a “brand for all seasons.”
BIG secured likeminded luxury brands as partners with a strong reach to help raise awareness, drive footfall and, crucially, tap into high net worth guest lists.
We commissioned a London-based florist to create a daring installation outside the store, providing a sensory experience for guests and bring the 2019 Spring/Summer collection to life.
Building engagement with influencers and media, BIG secured a host of top tier media publications and lifestyle influencers to attend the in-store event. We worked with local micro influencers to showcase key pieces from the collection, tapping into the engaged, fashion conscious Edinburgh audience.
Increase in sales
Increase in footfall
Top tier media articles