Born Clothing

Case Study: Born Clothing, Newtownsmith, Galway City

Background: Opened in September 2009. Galway's newest lifestyle store, which stocks more than 100 exclusive and prestigious brands, engaged The Result Group as their marketing partner. The Result Group's brief was to increase awareness and footfall into the store.

Actions:

• Strategy Workshop to develop company sales and marketing strategy
• Created and implemented sales and marketing strategy for Born, which included
  • Establish Brand & Brand Nature
  • Increase Awareness
  • Deliver key landmark campaigns
  • Drive Footfall
  • Retain loyal shoppers and attract new shoppers
  • Broaden Geographical reach
• Brand created to reflect the energy and vivaciousness of Born
• Extensive advertising campaign in local & regional papers, regional radio, buses and on line specifically focused at the target audience (16-34 year olds)
• Created and delivered on key campaigns (example below), which resulted in both increased footfall and revenue for the store
• Created and implemented Gift Card & Loyalty Card campaigns
• Designed and printed all point of sale material for the store
• Designed and sourced supplier for store directional signage

Results:

• Increased awareness and footfall into Born store
• Delivered measurable campaigns such as valentines campaign (see below)
• Increased Facebook members from under 100 to over 900

Born Valentine's Campaign:

Customer Brief: Increase the number of Gift Cards bought for Valentines Day

Actions:

We needed to create a campaign that was unique to Born but were conscious that we needed to get the results the customer required. We decided on giving every customer who purchased a €50 voucher a free bouquet of luxury roses.

• Purchased 350 bouquets of roses direct from Holland.
• Created and implemented an advertising campaign through local and regional radio stations and newspapers.
• Carried out a flyer drop in NUIG, which is located 5 minutes from the store
• Employed a stilt walker on the main shopping street who gave out roses to the ladies and 'escorted' the men to Born
• Dj in store for the weekend promoting the Valentine campaign

Results:

• Sold 350 bouquets of roses & Gift Cards
• Secured front page coverage in all local and two regional newspapers
• Increased brand awareness through advertising and reaction to Stilt walker
• Increased footfall and spend