La Sirena: Fashion Attack

La Sirena, a retailer in the Dominican Republic, aimed to reposition its clothing as more fashionable and desirable with this campaign.

La Sirena: Fashion Attack

Pagés BBDO Santo Domingo

Advertiser: La SirenaBrand: La SirenaCountry: Dominican Republic

Objectives

  1. Sales objectives:
    • Increase sales by 3%.
    • ROI: Increase value of investment by 10%.
  2. 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...

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