Primark creates experiences, memories, and sales with a wonderful Step-into-Spring experiential retail event series
"...people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
- Maya Angelou
Primark brings out the superstars in its customers and gives them their time to shine with in-store clothing customization, a celebrity stylist, and a professional photoshoot experience
The in-store activation series centered one of the hallmarks of the brand - find your amazing
In this inclusive experience, brand ambassadors invite everyone to participate in the following fashion as a form of self-expression activities:
Iron-patch customization station to transform apparel purchases into one-of-kind pieces
Celebrity fashion stylist encourage people to try new ways of wearing clothing and accessories to complement their personalities
Photoshoot experience against backdrops created by notable, local, street artists, providing instagramable memories to be cherished and shared
Implemented for four Saturdays in a row at their King of Prussia Mall location
To make every activation day of the series unique, each week, the photoshoot backdrop highlighted a new Philadelphia street artist: Amberella, Isaac Lin, Ali Williams, and Adam Crawford
Everyone receives hand-selected images from their professional fashion photoshoot experience
One of the retail event activations overlapped with Mother's Day weekend; in turn, hand-held props with messages for mothers integrated as part of the retail photoshoot experience
Why is this experiential retail initiative is a favorite?
1.) Made people feel great about themselves, strengthening their personal relationship with the brand
2.) Inspired people to explore fashion choices they might otherwise not have selected, creating incremental individual sales
3.) Designed around an ongoing series, instead of a one-off event
4.) Brought people on a fashion journey; one experience leading to another
5.) Welcomed by teens shopping with friends and families alike
6.) Ties in with the experiential retail brand position; for people to associate Primark with an extraordinary and accessible fashion experience
Overall, this Primark experiential retail activation, captured the brand promise while inspiring hundreds of people to achieve personal fashion aspirations
ALT TERRAIN helps brand teams build community, content, and sales with real-world brand experiences
If you're seeking experiential marketing ideas, strategies, and tactics people embrace and share, ALT TERRAIN is here for you!
