Next
‘Happy Go Denim’ Pop-Up
Brief:
Next were looking to recruit a new & younger audience and raise awareness of their extensive denim range.
Solution:
Women’s struggle to find the perfect pair of jeans is ‘real’. This insight inspired the ‘Happy Go Denim’ launderette experience - the place to find your perfect pair of jeans. Product experts were on hand to guide visitors to their ideal style with denim technology to fit their shape. We also included an embroidery personalisation station making your jeans unique to you.
Not ones to be wasteful, we partnered with ‘Goods for Good’ so shoppers could donate their old jeans to charity, giving them a new lease of life.
A PAIR OF JEANS WERE SOLD EVERY 22 MINUTES
68% WERE IN THE UNDER 40 TARGET AUDIENCE RANGE
52% WERE NON-NEXT CUSTOMERS AND 72% HAD NEVER CONSIDERED NEXT TO PURCHASE DENIM
92% OF NON-NEXT CUSTOMERS’ BRAND PERCEPTION MASSIVELY IMPROVED AS A RESULT OF THE EXPERIENCE
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