To support the global re-introduction of Gilly Hicks, Canoe were tasked with the opportunity to host a media communication and influencer breakfast event at the fully re-skinned Gilly Hicks side-by-side store in Westfield, London.
Our objectives were to re-introduce target list of media and influencers to the brand refresh. Showcase the Gilly Hicks product pillars and introduce the new gender-inclusive collections across underwear, loungewear and activewear and build brand awareness in the process.
A digital Save the Date and Invitation was designed to be distributed to top target media and influencers. The focus was on fashion editors and a mix of male and female Gen-Z influencers.
Canoe experiential production team created zones within the store to tell keep collection stories. Underwear (Everyday), Loungewear (Stay) and Activewear (Go). These interactive stations allowed guests to experience their daily dose of happy.
Station #1: Pick ‘n’ Mix goodie bag (Everyday)
Guests were able to build their own event goodie bag from a range of Gilly Hicks items, with an emphasis on underwear.
Station #2: Hand massage (Stay)
As a relaxing treat pre-or-post shopping, guests were invited to enjoy a complimentary hand massage, with Gilly Hicks body cream. The body cream was gifted after the massage.
Station #3: Breakfast bar (Go)
Guests were greeted with the option of a hot drink or fresh juice upon arrival, along with breakfast snacks that could be
taken away. All items were branded with the new Gilly logo.
Balloon backdrop/photo opportunity
It was important to ensure guests had a fun backdrop to play around with for their own content creation. A yellow and white Gilly-branded balloon backdrop was created and placed in the walkway that links Gilly Hicks to Hollister.
An open photo booth was in place to capture the guests as they stood in front of the backdrop, producing a takeaway photo. This additional station encouraged guests to interact with one another, as well as offering them additional content.
During the event, feedback from guests was overwhelmingly positive. There was a real buzz between guests and their great
impression of Gilly Hicks was clear. The interactive stations and balloon photo backdrop were all hugely popular and most of the guests took the opportunity to shop with their gift cards in-store there and then.
During a period of societal uncertainty, the resounding success of this physical event demonstrated how eager media and influencers are to experience a brand and its product offering in real life.
See more of our retail marketing production events here