Rolling Out a New Brand
Style Encore Launches With Strategies for Shoppers and Franchisees
The Challenge
Winmark Corporation® wanted to roll out a new resale brand called Style Encore. Style Encore stores would cater to women in the 20–50 age range, allowing them to both sell and buy gently used apparel and accessories. Launching a new brand is a significant challenge, and Winmark wanted Curious Jane’s help with attracting new shoppers and sellers and eventually gaining enough awareness to attract new franchisees.
Approach & Insight
To capture the attention of the professional, style-conscious women this brand would serve, Style Encore needed to convey a contemporary fashion-forward aesthetic. We’d need to quickly communicate the Style Encore business model and drive traffic to the first 15 “trailblazer” stores that had opened in 15 new markets.
Strategy & Execution
We developed a branding strategy and creative assets for all 15 Style Encore trailblazer stores. We used a variety of channels to reach their target audience: digital advertising, radio, social media, direct mail, in-store signage and more. In every instance, we made it clear that Style Encore was a destination for buying and selling professional and luxury brands.
The Results
The Style Encore launch was a success. The brand not only established a foothold in its initial markets, but expanded to close to 100 locations, including Canada.
Micro Details
