A turning point in the positioning of Oilily
In Europe, Oilily had always been perceived as a children's wear brand. Therefore, it wasn't easy to sell the women's wear collection to European retailers. In order to change that perception, I came up with an idea to make Oilily’s women’s wear collection more important for the positioning of the brand.
The idea was to cast women who grew up with Oilily in the 80's and 90's, the heyday of the brand, to promote the new SS16 women's wear collection. We were looking for women with vivid childhood memories of the brand.
We had posted our search through different social media which caused thousands of women to respond within the hour. It wasn’t easy to make a selection, simply because lots of stories were very endearing and worth telling. Finally, 10 girls - among which well-known actress and director Halina Reijn - were selected to star in our campaign, called:
Little girls grow up. Friends of the brand, we called them.
The ‘Little girls grow up’-campaign comprised a magazine featuring the new SS16 women's wear collection, point-of-sale materials, an extensive online campaign, a catwalk show at the 23rd edition of the Amsterdam Fashion Week and a mini-documentary featuring all the friends of the brands that was used to kick off the catwalk show. Click at the picture at the top of this blogpost to see the mini-documentary.
The 'Little girls grow up'-campaign was an eye-opener to clients and retailers who had always thought Oilily was exclusively for children. And more importantly, it created a turning point in the positioning of the brand in Europe. In the end, two-thirds of the retailers who initially did not want to sell our women's wear collection became official Oilily dealers after all. And sales increased by 38% across the board, including at the Oilily online store.
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