My Sister’s Closet

x

Title

My Sister’s Closet

Advertiser:

My Sister's Closet

Year:

2008

Source:

David and Sam PR

Product Category:

Retailers

OOH Format:

Outdoor

Country:

United States

Objective:

My Sister’s Closet is a very successful designer consignment store and sells and buy brands like Armani, Gucci and Chanel, to name a few. The main objective of this campaign was to grow their business by increasing sales and expanding the reach of their target audience.

Target Group:

After noticing the not-so-attractive look of resale stores, My Sister’s Closet team have dedicated themselves to turn the “three d’s” – dark, dirty and dingy into the “three c’s” – cute, clean and current. The store targets stylish and price-savvy women who are brand-conscious and seek quality at a better price.

Strategy and Media Used:

My Sister’s Closet launched their first-ever Ouf-of-Home campaign in November 2008 combined with a new website, social media strategy, media relations and a great shopping experience.

Results:

“Growing up in Los Angeles and working in the movie industry, I’ve always believed in the power of outdoor. When our client My Sister’s Closet asked us how they can grow their business the first thing we did was yank all of the dollars they were spending in print lifestyle publications and put it all into great bulletin locations. They had been speaking to the same audience — their current customers — over and over with the print ads. Outdoor leveraged the name recognition of their established brand and put them front and center in front of tens of thousands of more people. Design was key. A strong call to action, simple theme, bold graphics, minimal copy and lots of negative space did the job. Sales have been up 20-25% ever since.” Quote provided by: David Eichler, David and Sam PR, Co-Founder/Creative Director, May 2010.