| Title | FASHION FOR ALL KIND |
| Brand | STYLEPIT |
| Product/Service | ONLINE FASHION RETAILER |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
UNCLE GREY Copenhagen, DENMARK
|
|
Advertising Agency
|
UNCLE GREY Copenhagen, DENMARK
|
|
Production Company
|
B-REEL Stockholm, SWEDEN
|
Credits
| Jimmy Blom |
Unclegrey |
Executive Creative Director |
| Lars Dyhr |
Unclegrey |
Creative Director |
| Lars Samuelsen |
Unclegrey |
Chief Strategic Officer |
| Josephine Winter Poupinel |
Unclegrey |
Account Executive |
| Michael Mandrup |
Unclegrey |
Design Director |
| Carl Angelo |
Unclegrey |
Art Director |
| Karsten Kirkegaard |
Unclegrey |
Digital Director |
| Christian Kurt Rahn |
Unclegrey |
Digital Art Director |
| Magnus Härdner |
B/Reel |
Director |
| Simon Rudholm |
B/Reel |
Dop |
| Nanna Duelunde |
Nanna Duelunde |
Grading |
| Bez Arsoun |
|
Online |
| Stellan Von Reybekiel |
|
Composer |
| Red Pipe |
|
Sound Studio |
| Thomas Kroman |
STYLEPIT |
Marketing Director |
| Kenneth Herman Ebert Kondrup |
STYLEPIT |
Brand Manager |
| Thomas Wandahl |
STYLEPIT |
Group Ceo |
| Simon Saneback |
STYLEPIT |
Group Cmo |
The Brief
Our task was to establish STYLEPIT as a premier destination for digital fashionistas in Northern Europe and create a brand for the STYLEPIT online webshop, that was as strong as the brands they sell.
The brief consisted of three parts:
• To launch the new brand name of Stylepit.
• To increase traffic to the website
• To drive sales and traffic from mobile devices.
Describe how the promotion developed from concept to implementation
The solution was to exhibit an interactive retail environment, where you can browse the products in a visually arresting space. The clothes were showcased in one long ultra slow-motion snapshot, creating a new take on a digital catwalk. The digital experience loads an interactive film to play with, where you can go backwards/forwards, and pause to see the collection in detail, and share your favorite garments across social media platforms and buy directly from stylepit.com. It attracted a higher quality of traffic increasing conversion rates by 69% and reducing the overall bounce rate by 41%.
Describe the success of the promotion with both client and consumer including some quantifiable results
After the launch of stylepit.dk increased by 192%. This generated a revenue growth of 42% - more than 1300 new transactions daily. Stylepit was able to significantly increase engagement rate delivering an average time spent of 5 minutes and 31 seconds. It attracted a higher quality of traffic increasing conversion rates by 69% and reducing the overall bounce rate by 41%. The average basketsize rose by 23% increasing from dkk 492 to dkk 613. Brand perception was changed from retailer with outlet and sales focus to fashion brand with the three highest values associated:
• Aspirational
• Inspiring
• Visionary
Explain why the method of promotion was most relevant to the product or service
The creative solution was developed to showcase the collections launched by Stylepit in a new and engaging take on a digital catwalk, where every item could be purchased instantly.