Challenge
The Bay has been looking for a way to remain relevant in the mobile age. In an age of tech-savvy fashionistas, The Room must re-establish itself as the epicentre of glamour and style.
Creative Insight
Paper dolls always retain their appeal.
Execution
The Room’s Trunk Show will mail their select clients monthly. Exquisite paper “samples” of The Room’s featured dresses will delight clients and provide convenient access to its services.
The Tiny Trunk Show
A trunk show is where designers invite a select few to view their collection before it is made public. The Room’s Trunk Show mailer will contain paper versions of featured designer pieces. Consumers will be encouraged to join The Room’s mailing list as they will receive the monthly Trunk Show mailers. Bloggers, stylists and other influential fashion community members will receive the complementary mailers in advance.
Playing Dress-Up
Inspired by the cut-out ensembles that outfitted your paper dolls, these miniature designer pieces will accurately represent the originals. It will be illustrated and printed on cardstock quality paper.
The Key – Barcode
A barcode will be printed on the back of each dress. When a picture of the code is taken using a feature on the newly created Room app, the user will be automatically taken to the info page of the dress.
The Room App
The app will give users a glimpse of the services The Room offers. They can browse the entire collection of sample pieces and the matching accessories. Selected items can be bought on the app or reserved for a fitting at The Room.
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