Wrocław Fashion Outlet is the largest outlet in south-west Poland. In September 2018, as part of a month-long event, we changed it into the jeans capital of the world!
The aim of the event was to increase footfall among traders in Wrocław Fashion Outlet through fashion sales, and to highlight the center as a brand and a go-to destination for fashion.
We wanted Wrocław Fashion Outlet to become synonymous with jeans, a byword for fashion. To achieve this aim, we created a multi-faceted sales, CSR, cultural, event and ambient campaign entitled Destination Denim.
We decided to create attractions which would engage clients, make memorable moments and teach them something new. With this in mind, we created the Denim Room and filled it with various attractions.
For lovers of personalized fashion we created an exhibition of artistic transformations of denim clothing. We showed “before” and “after” versions of the designs, along with a video to show people how to create similar effects themselves.
Stores in Wrocław Fashion Outlet prepared special offers on jeans products. We created promotional materials – leaflets, posters, stands – which allowed stores to be found in the avalanche of offers.
Clients could visit a special zone where jeans could be personalized with a little professional help. Clients could pay a chosen amount and then create their own unique denims, with patches, pins, and studs.
Participants we invited to a free lecture on style in the Denim Room. Our expert shared tips on how to make the most of denim creations and the secret behind the classic denim look.
We augmented the whole event with some attractions for the family. Visitors could enjoy a game of denim noughts and crosses and a wall for taking fun selfies, as well as tasting some denim-blue candy floss and lemonade.
We created a spot in the form of a lifestyle music video. It contained dynamic cuts with people spending free time on the streets of Wrocław. The spot was shown in the outlet center and in its social media channels.