BRANDING, EXPERIENTIAL & WEB DESIGN
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
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.