"A CAMPAIGN WITH EFFECT THROUGH OUT THE CUSTOMER JOURNEY, FROM ADVERTISING TO HOW WE MEET THE CUSTOMER IN-STORE."
BREAK THE CLOTHING POWER ORDER!
Clothing is one of the most important way we have to express our identity. Åhléns wanted to encourage their customers to be brave. They wanted to inspire people to dress as they want without letting gender norms and ”the clothing power order” influence their choices. In order to have impact through out the buying process Kollo delivered exciting displays that visually inspire to break with tradition.
”The clothing power order” has for long time controlled how we dress, choice of clothes, choice of materials, choice of colors etc. With the fall campaign Åhléns wanted to inspire people to dress as they like, without caring about gender norms.
For Åhléns it was important that the impact of the campaign affected all steps of the customer journey. The message should appear in all communication, not only advertising, but also in the core business – the department store.
Kollo created an in-store campaign where communication and display solutions for windows and activation areas contributed to enhancing the message, and use the customers attention and interest to sell more. By combining soft colors with straight lines and sharp angles, and the imagery Åhléns amplified the ”break”. The displays contrasted to the dark autumn and created curiosity and a dialogue with the customer, thereby built the brand and drove sales.