La Sirena: Fashion Attack
Pagés BBDO Santo Domingo
Advertiser: La SirenaBrand: La SirenaCountry: Dominican Republic
Objectives
- Sales objectives:
- Increase sales by 3%.
- ROI: Increase value of investment by 10%.
- Interim objectives:
- Promote the store's collection.
- Improve customer's negative perception.
- Demonstrate that La Sirena has fashionable clothing at great prices.
- Become a relevant fashion choice for customers.
Strategy
From Tacky to Trendy
La Sirena clothing department's sales had been negatively impacted and this was primarily attributed to inconsistencies in brand perception. While customers trusted La Sirena for quality, low-priced household items, the same did not hold...