agency: IN-HOUSE client: JOURNELLE industry: RETAIL
BACKSTORY
Built by and for lingerie enthusiasts, Journelle is a NYC based omni-channel multi-brand company with three freestanding stores in NYC, having recently expanded its retail footprint with a fourth store in Chicago. A brand built by word-of-mouth, Journelle loyalists had been clamoring for a Private Label Collection from the brand, and after many years spent in the making, Journelle was ready to give the people what they wanted.
CHALLENGE
Following a soft launch and press event in NYC introducing Journelle’s Private Label Collection, leadership looked to Chicago to conceive of and execute a localized plan to create awareness and generate Private Label sales.
INSIGHT
Looking at the range of Private Label styles, the majority did not accommodate larger sizes – a limitation dictated by the width of lace during manufacturing – which would inevitably alienate a critical portion of the Chicago market who already felt under represented by lingerie brands. There was one style, however, that had it all: Meet Natalia.
Made from a distinctive stretch lace, Natalia had the power to appeal to the x-small and x-large alike. What’s more, color and style options further maximized Natalia’s appeal. From bridal to boudoir, Natalia would surprise and delight, inspiring customers of all shapes and sizes to discover the Natalia within.
IN ACTION
To get Natalia on the lips (and hips!) of Chicago lingerie lovers, a barrage of grassroots tactics leveraging local strategic partnerships got them talking – and walking into Journelle.
