Pimkie - a 750 stores women's clothing retailer - is urgently in need of a more fashionable image. To get a more trendy image advertising alone is not enough. Other women's, fashion bloggers, journalists and other influential's opinion is at least as important as advertising. So the challenge was very clear, yet very difficult for a brand like Pimkie: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?
The solution: the Pimkie Mini Fashion Bar. It’s just like a regular hotel minibar, but with women clothes. Completely integrated in your hotel room, offering complete outfits to women when they like to shop the most: on vacation. How it works? Just pick an item or a complete outfit from the Mini Bar and pay when checking out. Just like a regular minibar. Not the right size? Call the concierge. During the European fashion weeks the Pimkie Mini Fashion Bar was installed in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdam and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn’t push it more than that. Result: never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. On top of that 81% of women bought one or more items from the Mini Fashion Bar.
The Brief
Pimkie is a 25+ women fashion retailer with more than 750 stores in 47 countries. To get a more fashionable image Pimkie had heavily invested in advertising. Unfortunately with little result. Because when it comes to fashion influential women’s opinion beat regular advertising. Brief was very clear but quite a challenge: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?
Execution
First we introduced the Pimkie Mini Fashion Bar. It’s just like a regular hotel minibar, but with women clothes. Completely integrated in your hotel room, offering complete outfits to women when they like to shop the most: on vacation.
How it works? Just pick an item or a complete outfit from the Mini Bar and pay when checking out. Just like a regular minibar. Not the right size? Call the concierge.
Then during the European fashion weeks we installed the Pimkie Mini Fashion Bar in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdam and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn’t push it more than that.
Never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. 100% of the Top50 of the most important fashion blogs wrote and shared their view on the Mini Fashion Bar. On top of that 81% of women bought one or more items from the Mini Fashion Bar. And as to the hotels, all of them want to keep the Mini Fashion Bar on a continuous basis, making it a new distribution channel for Pimkie. To top it all, the perception of Pimkie being a fashionable brand clearly increased in qualitative research.
The Strategy
During the European fashion weeks the Pimkie Mini Fashion Bar was installed in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdam and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn’t push it more than that.