Highlighting Plymouth’s fashion retail credentials through a brand new campaign and high profile events.
How do they make a difference?
With one of the most productive and creative fashion degrees in the country and a strong retail offering, Plymouth is a city of untapped fashion potential. Fashion in the City was conceived as an ambitious strategy to drive footfall, sales and retailer engagement. Previous fashion events in Plymouth had struggled to gain traction and FITC needed to raise the bar.
What we did for them
Working alongside a talented graduate from Plymouth College of Art, we pitched three concepts aimed at capturing the essence of how the people of Plymouth and surrounding areas might identify with fashion.
We built the creative around a set of abstract faces built from clothing from participating retailers, complementing these with the bold strap line ‘Make Plymouth Your Catwalk’.
The campaign was rolled out across multiple channels: we created applications such as printed posters, social media and video campaign graphics, digital displays within the city, a luxurious foil-blocked 24pp lookbook (serving a programme of events) and even an 8m wide banner on the back of the huge Plymouth ‘big screen’.
How did this make a difference?
The events were kicked off in style at a VIP launch in Flannels, and concluded with two day’s of catwalk shows in Drake Circus, with the week filled with Fashion Afternoon Teas, models ‘in the wild’, beauty treatments on a travelling ‘Beauty Bus’ and multiple-location photography exhibitions.
Brand visibility was high throughout, the post-campaign recall of the creative and the main proposition stood at over 50% and all objectives of increased sales, positive perception and retailer engagement were delivered with aplomb.
“Upshot’s attention to detail, passion and commitment to this project were quite outstanding. They took the time to understand and achieve our business objectives and delivered quite stunning creative. HIGHLY RECOMMENDED.”
Jon Walton, City Centre Manager
Plymouth City Centre Company (BID)