F I L E N E ' S B A S E M E N T
B R A N D I N G , E X P E R I E N T I A L & W E B D E S I G N
Filene’s Basement was once your mother’s favorite bargain outlet. But, with the rise of stores like TJ Maxx, Filene’s Basement struggled to stay in business. Rebranding Filene's Basement as a custom-size boutique with an online catalog of the latest trends will allow the brand to stand out in the oversaturated fast fashion market. A fitting room pop-up will serve as a promotion for the store re-opening where patrons can have their measurements taken and set up their accounts.
Strategy: Affordable custom clothing
Design Concept: Kim Kardashian's outfit fittings
R E L A U N C H P O P U P
Throughout luxury outdoor shopping areas in the U.S. branded tents will be placed in high-traffic areas.
Inside the tent patrons will have their measurements taken and sign up for a Filene’s Basement account. The inside aesthetic will feature a soft but modern take on celebrity red carpet fittings.
Patrons will also have the opportunity to try on a couple of styles in the Filene's Basement relaunch line and have their photo taken by a professional photographer for social media as if they were a celebrity doing a red carpet fitting.
As they leave the pop-up, patrons will receive a reusable garment bag to use with future Filene's Basement purchases.
Filene’s Basement will incentivize fashion bloggers to attend the pop-ups and post about their experiences on their platforms via branded posts.