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A Styling Launch

The best way to build interest in a new Polo flagship store? Put the brand’s greatest asset to work.

Polo Ralph Lauren needed a unique-but-functional direct marketing concept to draw customers to its new flagship store grand opening. Baesman helped Polo conceptualize, design, and print a piece tailored to its target customer that resulted in a wildly successful opening week.

Polo’s target customer loves the brand’s iconic logo. So we created a die-cut promotional handout that featured just the logo on the front and a discount off purchase coupon on the back for the grand opening. The printed piece was handed out to consumers in high-traffic areas near public transportation and shopping destinations.

 

Its sleek, high-end finishing was so well received that many customers chose to keep it as a collectible. More importantly, they put it to use. Sales were 60% higher than expectation for the week of the grand opening. The store saw roughly $200,000 in sales during that first week alone. We later developed a number of other promotional campaigns and wide-format signs for this international style leader.

 

The handout’s sleek, high-end finishing was so attractive that many customers chose to keep it as a collectible.

Brand growth

Project Goals

Generate traffic for grand opening of new flagship store

Stimulate sales with a strong offer

Meet or exceed opening week sales goals

$200K

Drove opening-week sales by $200,000

60%

60% higher than expectation

Aside from their cutting-edge technology Baesman provides world class client support and guidance through an extraordinary skilled team. Regardless of the size of the initiative, all projects are managed with precision and executed with excellence.

Frank Bellina:
Director of Marketing, Polo Ralph Lauren

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