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

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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.

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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.

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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.

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‘ANDRA_ Pearl Detailed Dress _ Turtle Neck _ Tight Fitted _ Open Back _ Maxi Evening Dress
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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.

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W E B S I T E / C A T A L O G

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B R A N D   G U I D E

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S T O R E F R O N T

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