August 2008
The No.1 fashion retail brand in China market, Metersbonwe, has taken it’s first ever step towards non-traditional brand communications, in order to reach and engage young people. Arc Worldwide, China has launched an innovative digital campaign, “Your Personal Fashion Stylist” to encourage people to perceive Metersbonwe as a fashion expert, rather than just a store that delivers on a basic need for clothing.
The campaign is based on the insight that many customers feel too shy to ask their peers or shop assistants for suggestions on how to mix and match clothes, despite being keen to receive this kind of advice. As a result many people have been leaving empty handed, or with relatively few items per visit.
Arc China has created www.theStylist.cn, a website that satisfies this need for professional styling advice, at the same time building an expert image for the store. The website features three top pop stars who have been recreated as virtual fashion stylists, hosting an online fitting room to provide tips for better styling and dressing. Each celebrity consultant delivers customized service to every individual that visits the site, offering a psychological test before giving professional suggestions based on the test results. The consultant gives an opinion each time the visitor changes their outfit in the virtual fitting room, and encourages them to keep trying things on until they find the most suitable combination.
Said Metersbonwe Chief Marketing Officer, Mr. Zhou Long: "We’ve always believed that digital can change the way people interact with a brand. However, the challenge for marketers is to use it to directly boost the sales, as well as providing a great brand experience. This campaign has proven it’s possible!"
"This sets a perfect example of how effectiveness leading to retail sales results, can be achieved through a digital campaign. Moreover, it significantly enhances the in-store shopping experience. We really foresee a revolutionary change in the way people shop for clothes!" added Gordon Zhang, Operation Director - Arc Shanghai.
In a recent trial launch the website was set up via two glass touch screens and one flat screen inside Metersbonwe flagship store in Shanghai. Customers were immediately intrigued and within a month there were nearly 50,000 unique visitors, resulting in 9% increase in sales per store visit, with no extra media investment. Not only does the website enhance Metersbonwe’s fashion image and drives sales, it also provides an exciting and satisfying platform for its customers to interact directly with the brand.
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