Tag: retail PR

Who Says? Talking About Unmentionables

Kelli FletcherBlog, Clairemont Client News, , ,

Below is the latest announcement from our client, Journelle.

Journelle Forces the Conversation About Lingerie into the Limelight

 Spring Campaign Focuses on Squashing Stereotypes and Promoting Power

New York-based lingerie company Journelle is changing the way we talk about lingerie. In a world where lingerie choice seems to have two extremes, slim and sexy or boring and basic, Journelle is calling the bluff of those brands and asking Who says?

Who says support can’t be stunning? Who says basics can’t be beautiful? Who says one brand fits all? Who says power can’t be pretty?

Photo courtesy of Journelle

“It’s not just Victoria’s Secret, Third Love or bust,” said Sandra Rose, Vice President, Merchandising and Brand, Journelle. “Our Who Says campaign is about empowering women to be confident in their personal beauty, style and shape whatever it may be, because at Journelle the goal is to help each woman emphasize and uncover her own personal brand of beauty, and in turn her confidence.”

The launch of Who Says emphatically declares that there’s a beautiful in between, no matter your size or shape, and it can be found at Journelle. This spring, Journelle wants to show women that there aren’t just two trains of thought when it comes to shopping for lingerie. There’s a third option, the best option for variety.

Journelle, long-known for its personalized in-store fitting experience, offers up knowledge and advice for those looking for the perfect undergarments. By helping customers find a comfortable fit, Journelle’s staff often provides a confidence boost as well.

“We’re here to help customers celebrate their bodies and their femininity as they see fit,” Rose added. “With Who Says, we want to communicate that you don’t have to limit your options when it comes to lingerie. The biggest trick that’s being played on women today is the idea that your femininity detracts from your identity when in fact, we argue it’s this very femininity that makes you formidable.”

Journelle offers exceptional fitting experiences in its boutiques located in New York and Chicago. Designer brands as well as Journelle’s private label are also available online. For more info visit www.journelle.com and @shopjournelle.

ABOUT JOURNELLE

Journelle is a designer lingerie store based in New York City and a favorite online lingerie mecca for the modern woman. Our brand presents a tastefully curated selection of lingerie and accessories and provides customers with compassionate, expert service. It is our mission to help women feel wonderful from the inside out, starting at the underpinnings.

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Photo of the Week: ‘Dem Big Shovels

Cherith AndesBlog, Photo of the Week, Real Estate PR, , , , , , ,

Briar Chapel, a Clairemont client, shoveled out some big news last week! 

The Triangle’s largest green community officially broke ground on the first of its four commercial segments on Thursday, February 18.

Ten years in the making, this new commercial segment known as Veranda will feature a 42,500 square-foot, four-building project that offers a blend of dining and retail options, healthcare and legal services, and educational institutions.

Four community leaders wielded shovels—both small and big—to celebrate. 

(Left to right): John Fugo (president, Montgomery Carolina, and vice president, Montgomery Development), Brian Mart (owner, Primrose School of Chapel Hill at Briar Chapel, tenant), Dianne Reid (president, Chatham County Economic Development Corporation), Lee Bowman (senior project manager, Briar Chapel).

We loved digging up a fun event with Briar Chapel. Check out the news segment from WRAL-TV!

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REI’s Bold Move: Brand Suicide?

Cherith AndesBlog, Marketing, , , , , ,

Recently, REI rocked the internet with its shocking holiday announcement: not only will the retailer remain closed on Thanksgiving, it won’t open on Black Friday. At all.

Commentaries from heavy hitters like Forbes, CNN Money and USA Today grappled with the impact of this corporate decision. Why would any exec in his or her right mind voluntarily sacrifice the sales from one of the largest shopping days of the year? And what about the brand’s life-long loyalists? REI runs the risk of frustrating its core customer base and losing sales not just on Black Friday but into perpetuity.

But a closer look reveals a pay off in REI’s brand strategy.

1. The Right Timing

First, the rule that touts “location, location, location” should actually promote “timing, timing, timing.” For visibility, REI couldn’t have selected a more prominent day. A chain of only 143 stores is by no means a Fortune 500 powerhouse, but yet with that one decision, REI garnered nationwide attention from almost every major news outlet. The sheer juxtaposition of expectation versus execution hooked the media.

2. The Right Reasons

REI applied a foundational marketing principle that may increase brand value over time. According to Fast Company, the top thing that customers want from a brand is not good service or quality products. Consumers want honesty. They crave a company that livesJerry Stritzke quote about REI's brand strategy out its values—a concept known as brand authenticity.

REI is closing its doors to encourage its employees (and fans) to enjoy the outdoors, a principle upon which the company was founded. In theory, true REI fans will recognize this gesture as a valid commitment to core values, including an active, healthy lifestyle. The behavior matches the promise; this must be a brand I can trust. And since brand trust positively correlates to purchase intention, REI may even make up those lost sales–and then some–in the next few quarters.

3. The Right Execution?

So far, so good. The CEO and president, Jerry Stritzke, nailed the talking points in interviews. Feedback on social media has proved to be largely supportive, and the website’s count of #OptOutdoor supporters climbs by the minute. REI even provides options for outdoor activities—albeit far from comprehensive—to foster options. With tweet to REI about Black Fridaygoodwill stockpiled, REI now must execute and leverage its brand strategy. Photos and visuals of staff enjoying the outdoors on Friday or a welcome-back experience for refreshed fans on Saturday would seal the deal and drive home the message.

Let’s watch how REI navigates its bold commitment that will either boost (or blow) its popularity. Tweet us your thoughts @clairemontcomm.

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Direct Mail…Effective Marketing or Waste of Paper?

Tracy LathanBlog, Marketing, Public Relations, , , , 2 Comments on Direct Mail…Effective Marketing or Waste of Paper?

I don’t know about you, but I am pretty quick to throw out direct mail these days. I barely have time to sort through the important stuff. I used to enjoy flipping through the catalogues, but with the exception of a select few, I have started tossing those as well.

In fact, it was a catalogue that sparked the idea for this blog post. Or should we say, the massive mailer from Restoration Hardware that landed on my front steps a few weeks ago. This thing was unreal…not sure how my mailman even carried it from the truck. My first reaction was…what a waste of paper! And being a PR person, my second thought was how much RH had to allocate from their marketing budget just for the printing and shipping costs for this beast.

Apparently, I was not alone. After doing a little digging it turns out quite a few people were turned off by this tactic. Articles like The Internet Tells RH What It Can Do With Its 17-Pound Catalog showcase some of the creative ways people have used their mailer. The response on social media channels has been extremely negative. Someone even created a Tumblr account, Deforestation Hardware, that is seeking to organize a mass return of the catalogs back to a Restoration Hardware location in L.A.

Surely some research must have been done for them to make the call to mass produce and ship these to households across America. Certainly they considered there would be a negative response by some, especially those who are environmentally conscious. And with so much shopping done online these days, are catalogues even necessary anymore?

So it got me thinking…is direct mail still an effective marketing tool? For all the marketing professionals out there, do you use still direct mail or catalogues as a part of your marketing mix? And for the consumers, effective tactic or waste of paper? We would love to hear your thoughts!

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