Armani Jeans, the more causal monobrand branch from the classic Emporio Armani label, asked Backjack to assist them with their new store launch on Westfield Stratford's 'The Street', an upmarket, outdoor section of the mall. Challenges lay in the provision of specifically skilled staff for roles such as embroiderer and denim consultant, also special embroidery machinery which could be transported to the store for the duration of the activity. A further challenge lay in the store's outdoor location where footfall is significantly lower compared to that inside the mall.

Key objectives of this activity were to increase exposure for the launch and bring footfall into the new store, provide a memorable brand experience for the consumer and encourage purchase through a complimentary, personalised service. The 'Denim For You' promotion offered consumers a free denim customisation service while they waited, creating their own personalised piece of clothing.

Brand representative promotional models in Armani Jeans clothing were positioned inside Westifield mall. Here, they communicated key messages and directed consumers to the store, where they would meet our denim consultant. Specifically sourced for her experience in personal styling and approachable attitude, she was trained beforehand and therefore able to fully inform consumers about the Armani Jeans range and encourage purchase. Finally, our skilled embroiderer could stich onto the consumer's new pieces according to their wishes, free of charge, and while they waited.

Results saw that footfall instore was significantly higher than predicted for a unit of its location which can be contibuted directly to the campaign activity undertaken by Blackjack and our staff. Staff found that the consumers were really keen to have embroidery on their items and that they were deighted that our embroiderer was able to deliver on inreasingly elaborate deisgn requests. Overall, 40 items were embroidered. Our denim consultant remained instore and assisted in many of the denim sales seen over that opening weekend.

Offer something unique and personal to shoppers and they will talk about it for years to come!