YDEtergent - Now with Added Pulling Power!
The Young Designers Emporium (YDE) is a collection of independent South African fashion labels shooting for the youth market.
What makes it different?
Just
like the name says, it's an emporium for young designers. Rather than
start their own boutiques (pricey, risky) they get to rent railspace
inside YDE stores and gain exposure for their work across 12 stores in
A-grade malls. So it's something of an incubator for independent labels.
The
year is split into two seasons, sparked by seasonal announcements and
capped by seasonal sales. Brand communication leverages these events
and extends into wider brand-builder themes for the remainder of each
season.
By pursuing an aggressive approach to design in the windows,
the stores have become destinations for their market. The strategy is
to engage the consumer when they're in the mall, and in a shopping mood.
The task:
Introduce the launch of the new Autumn/Winter collection.
The idea:
A nod to the proliferating consumer culture in the market, the YDEtergent campaign poked fun at mass retailing with a parody of a well-known Unilever detergent brand.
During the term of the campaign regular shopping bags were replaced with over-sized boxes inviting consumers to ‘clean out their closets’ with the powerful new fashion power available at YDE.
