Annie sez
A Case Study
Launching a Retail Brand in a New Market

Background

Annie sez is a shopping destination in the greater New York area for designer fashions at discount prices.

With proven success in the Northeast, Annie sez decided expand their geographical coverage by opening their first store in the Midwest.

Challenges

How can Annie sez capitalize on their regional awareness and draw new customers in a market where there is little to no awareness?

Insights

The target knows and understands the model of discount designer. Bring them a compelling alternative to the competitors currently in the marketplace.

Connections

Annie sez is the destination for the fashion conscious customer who is “in the know”

Using the established identity – proprietary illustrations and a unique “voice” – we created an ownable positioning for Annie sez, introducing it to this market with communications that generated excitement around the arrival of this New York shopping destination.

Reaching customers where they live – literally- with direct mail, regional print and radio ads that conveyed the Annie sez proposition, and a compelling offer to drive to purchase.

Results

Opening week sales exceeded expectations and have remained consistent over time, despite the close proximity of a direct competitor.