Campaign details
Brand: EvereveAgency: Carmichael Lynch Relate
Situation
Quick: What do you think of when you hear the phrase "mom fashion?" For most, it evokes images of khaki capris, functional-yet-not-fashionable sneaker slides, or dreaded mom jeans.
Fashion retailer Evereve wanted to change perceptions about mom fashion by establishing itself as the place to shop when moms want to look and feel their fashionable best. However, despite having grown to nearly 80 retail locations in 20 states, Evereve had extremely low brand awareness and a very limited marketing communications budget (not to mention a fierce competitive set).
The...