Adventures in up to 70% OFF
A cheeky fairytale set in a whimsical and fantastical OFF fashion world—where savings and up to 70% OFF rule supreme.
This fully integrated campaign featured assets living across video, paid media, in-store signage, organic social, email, site, app, outlet marketing and more.
:30 OLV and CTA Ad
The Retail Landscape
According to Business of Fashion and other sources, the luxury consumer was trading down during this time.
The economy still hadn’t rebounded and consumers were being extra conservative with their money.
The Ask
In effort not to alienate the deal-conscious customers during this time, there needed to be sensitivity to how the cast and product showed up in the response. A more hyper focused approach to value should be the driver.
Whimsical OFF moment
The Creative Response
To build upon the Where Fashion Takes OFF world, a fairytale world felt like an appropriate evolution. A whimsical world where everyone is invited and savings rule supreme.
Store Windows
The Credits
Creative Director: Ting Ting Lee
Big Idea Birther & Editorial Director: Lizzie Cheney
Art Director: Modi Li
Styling Director: Jacob Glaser