Sportsgirl and Richard Nicoll online
The campaign objective was to create hype in the market place about the UK designer as well as educate the Sportsgirl audience on who Richard Nicoll is.
The Richard Nicoll range will not be available until after the launch of the pop up shop (21 March 2011).Citrus, together with Sportsgirl launched a pop up shop which included links to blogs, videos from his runway shows from London Fashion Week, Richard Nicoll wish list, behind the scenes galleries and is soon to host the live stream of the Richard Nicoll Loreal Melbourne Fasion Festival.
This pop up shop creates constant engagement with the brand and allows girls to create a wish list of their favourite items so that when the range finally hits the online store girls who have created a wish list will be able to shop before the general public. The pop up shop is a great way to feature a range in a unique and exciting way for retailers that goes away from the traditional shopping cart. It also allows retailers to further educate their audience on the range.
See it online here.