For the first time ever, fashion conglomerate, Global Brands Group, went outside of their internal teams and hired a company to create, execute and produce a Brand Re-launch for one of their labels. With the added expectation to re-establish a strong relationship with their biggest client, Bloomingdale’s across the U.S., Captain/Rabbit was signed on to breathe new life into Juicy Couture, one of fashion’s most iconic brands.
Captain/Rabbit created a unique in-store experience in 10 marquee Bloomingdale’s locations to introduce #Track is Back! — a social media-friendly, multi-platform campaign for millennials.
Eye-catching displays were key to put the tracksuit squarely in the forefront of fashion-minded young women everywhere. So Captain/Rabbit designed and built giant classic steamer trunks, enhanced with modern, stylish materials, accented by glamorous Hollywood neon signs announcing that Track Is Back!
Bloomingdale’s in NYC featured a unique variation of the trunk display, with a 7’ high digital display showcasing iconic images from L.A. that capture the heritage of the Juicy Couture brand. The visual backdrop was part of the social media/Snapchat campaign to showcase young women showing off their track suits.
The response was so well-received, Bloomingdale’s moved the trunk displays to prime retail real estate to attract the most attention and extended its initial 15 day display run to three months.
In addition to exceeding projected sales, it was a roaring success in solidifying Juicy Couture’s relationship with Bloomingdales as requests for more trunks came in from its London, Moscow and Mexico City stores. Lastly, Juicy Couture was invited to Japan for the first time in four years by Japanese retailer Hankyu after seeing the Track Is Back! campaign.
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