Anthea Crawford is one of Australia’s best known and longest-running fashion labels specialising in event and corporate wear for women since its launch in 1972. Anthea Crawford is available at freestanding boutiques in Melbourne and Sydney, and across 25 David Jones and Myer department stores throughout Australia.
The Ideas Suite was briefed to help introduce the brand to a new range of people in Sydney’s corporate district. We developed a strategy to bring new potential customers to the which consisted of an exclusive Styling Workshop with a well-known stylist, as well as heavy pre-event marketing around the MLC Centre, local CBD businesses and hotels. Other promotions following the event included an in-store manicurist, and a Babor skincare gift with purchase, which were each promoted in the MLC Centre and in store for a month.
The styling event attracted over 50 women of Anthea Crawford’s target market to the store, 45 of which were new customers. It resulted in a boost in sales on the night, and provided the store with new potential customers who had signed onto the email list. Anthea Crawford sales staff were able to leverage the free manicure and gift with purchase to help boost sales over a month-long period.