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A 'cheeky' couture campaign
In employing the fragrance of flowers and roses that weren't red to promote its new brand of Blue Cult jeans, Etincelle Couture more than doubled the number of feet through its retail-shop doors in an elegantly simple weekend campaign centred on flowers and black lace which also established the brand in the minds of interested consumers.
South African television and radio celebrity Natalie Becker was invited to wear a pair of Blue Cult jeans at the launch and fashion photographer Pieter Saayman was on hand to capture the moment at boutique Etincelle Couture.
The international trends towards premium denim clothing is gaining ground among South African buyers who enjoy the versatile marriage of sophistication and playfulness. The Blue Cult brand is well known across America, adorning celebrities including Halle Berry and Angelina Jolie, and is growing in popularity locally.
To expand brand awareness and encourage potential buyers to try on the denims, Etincelle used a team of beautiful female promoters - wearing Blue Cult jeans and a sexy black lace Etincelle top - to hand-deliver flowers to women shoppers. Attached by ribbon to the blue roses was a swing-tag encouraging shoppers to visit the retail store and try on the Blue Cult range, and enticed by the chance to win a personal shopping experience at Etincelle and a pair of the coveted premium denims. The tag-line read simply: "Make sure that the view from behind is your best asset!"
With the blue roses as attention-grabbing as the jeans themselves, so desirable was the combination that one shopper literally purchased the midnight lace top off one of the promoters.
The view from the top
The Etincelle range is a couture range with an appeal that extends from trendy tweens to the sophisticated socialite. The success of the campaign lay in differentiating the Blue Cult range of jeans as a denim range tailored from premium, imported fabrics with a design that blends simple elegance, sexy lines and perfect fit to create a pair of jeans that can be worn for both day and chic night-time wear.
It also enhanced the reputation of the Paris-founded Etincelle among both casual weekend shoppers and the more serious couture buyers as the home of a range of women's imported styles that are refined, ready to wear and suitable both for day and evening wear.
Also, quite simply, the blue roses and celebrity presence got more bums on seats - bums that were waiting to try on the new jeans.
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