J.CREW - First store opening outside of America, London Regent St.
PR: Mission PR.
To do: To create a buzz in the UK for the Regent St. Store opening and establish the brands reputation in the UK.
Strategy:
1. COLLABORATION: Introduction through a strategic partnership with Central St. Martins College of Art. A competition for the Knitwear students to create a cashmere piece - winner goes into production.
2. POP UP STORE: In anticipation of the actual Regent St. Store a pop up store opened next door to
Central St. Martins in London's King's Cross. Creating a buzz.
3. MEDIA: Blogger and editor launch breakfast to show the collection first hand.
4. COLLAB & GUERILLA: Liaised with set designer Shona Heath to create a bespoke, balloon barricade to adorn the Regent St. building during the renovations and building work, creating a talking point. Black cabs covered with J.Crew colour adverts.
5: LAUNCH & VIP EVENTS: 3 day launch period including launch events and activations. VIP shopping day on the Thursday for a sneak peak at the collection and store prior to the Fridays launch.
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