Supa Models
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Supa Models
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Supa Models
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Supa Models
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Supa Models
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BACKGROUND – Discount fashion outlets offer a compelling consumer promise of heavily discounted famous brands under one roof. They have become a significant retail category. Terrace Tower Group’s aim was to launch their own brand ‘Supa Factory Outlets’ in regional centres across Australia.
OBJECTIVES – Build awareness and excitement around ‘Supa Factory Outlet’ brand/concept. To gain local area support and ongoing traffic for the centre without having to revert to constant ‘price discount’ advertising.
STRATEGIC INSIGHT – Although regional, the target market (predominantly women) are looking for good fashion ‘city’ clothing from known brands, but are not willing (or are unable) to pay normal retail or ‘city’ prices. They consider themselves ‘smart shoppers’ or ‘bargain hunters’ and not ‘cheap skates’. Regional Australians share a strong sense of ‘community’ and are intensely loyal to their area.
SOLUTION – Make price, product and the ‘locals’ the heroes of the campaign.
CREATIVE IDEA – At these prices everyone can afford to be a ‘Supa’ Model. Combine the well-known and iconic fashion imagery of the world’s biggest brands with the local areas ‘biggest’ (sometimes literally) people. Calvin Klein and DKNY have ‘Super Models’, we have ‘Supa’ Models.
MEDIA USED – The ‘Supa Model’ idea has been successfully extended across tv, radio, outdoor, press in-store POS and PR.
RESULTS – An overwhelmingly positive response from the local community resulted in strong traffic and retail sales. A large amount of positive PR was generated by the local media, cementing the brand as a welcome addition to the local community.
