Shop­per Stop’s Denim to Work Cam­paign

Business of Fashion - - Contents -

A unique ini­tia­tive to in­tro­duce den­ims to the ev­ery­day work wear wardrobe

In­dia’s lead­ing large-for­mat fashion re­tailer, Shop­pers Stop has in­tro­duced the ‘Denim to Work’ cam­paign, a unique ini­tia­tive en­cour­ag­ing work­ing pro­fes­sion­als to in­clude den­ims in their work wear wardrobes. The first-of-its kind cam­paign is in­spired by iconic young CEOs and lead­ers across in­dus­tries, a gen­er­a­tion that be­lieves in rewrit­ing the rules of the game.

Den­ims, a cult fashion trend has clearly stood as an ex­pres­sion of free­dom and com­fort over the years. With new-age com­pa­nies and start-ups re­lax­ing the norms and with the in­tro­duc­tion of Friday dress­ing and ca­sual dress­ing to work, den­ims are in­creas­ingly be­com­ing an ac­cept­able dress code at work. With an aim to em­power and re­de­fine the new codes of lead­er­ship to­wards build­ing a fresh work cul­ture, ‘Denim to Work’ is a bold cam­paign which was in­tro­duced by Shop­pers Stop to break the mun­dane tra­di­tion of for­mal wear to of­fice.

Ra­jiv Suri, Man­ag­ing Di­rec­tor and CEO, Shop­pers Stop shared, “The ‘Denim to Work’ cam­paign by Shop­pers Stop is a unique ini­tia­tive en­cour­ag­ing work­ing pro­fes­sion­als to in­clude den­ims in their work wear wardrobes. The first-of-its kind cam­paign is in­spired by iconic young CEOs and lead­ers across in­dus­tries, a gen­er­a­tion that be­lieves in rewrit­ing the rules of the game,”

Suri fur­ther ex­plained that the ‘Denim to Work’ cam­paign was tar­geted to­wards young pro­fes­sion­als. It en­cour­aged them to flaunt their own sense of style and ex­ude con­fi­dence at the work place with den­ims as a part of their work wear wardrobe.

The cam­paign

Shop­pers Stop ini­ti­ated the cam­paign in the month of May. The cam­paign re­ceived a vast amount of cov­er­age through print and on­line medi­ums which drove con­ver­sa­tions around the cam­paign. The hash­tag #RIPtheDes­ig­na­tions gar­nered 88,49,370 im­pres­sions while #Den­imToWork had 1,01,70,377 ac­cord­ing to Brand24.com. On Face­book and Twit­ter, Shop­pers Stop also tried en­gag­ing the ne­ti­zens by in­tro­duc­ing a con­test namely #MyDen­imS­tory wherein the par­tic­i­pants shared sto­ries on how they used denim as work wear.

“The ‘Denim to Work’ cam­paign was rolled out by Shop­pers Stop across its 83 stores, and cu­rated and show­cased looks that one can

ex­plore through the work week from Mon­day to Friday. Pepe Jeans, a key spon­sor brand along with other par­tic­i­pat­ing brands such as LIFE, Wrogn, RS Jeans, Rh­e­son, Fem­ina Flaunt, Only, Lee, Wran­gler, Kraus Jeans, Fly­ing Ma­chine, Jack & Jones, USPA Denim Co. and Deal Jeans were a part of the cam­paign,” Suri re­vealed.

The cam­paign was rolled out across mul­ti­me­dia plat­forms with print, ra­dio, out­door, and a digital film across key mar­kets in In­dia along with ATL and BTL mar­ket­ing ac­tiv­i­ties.

Con­cep­tu­al­ized by Shop­pers Stop’s ad agency, Con­tract, the digital film for the ‘Denim to Work’ cam­paign was pro­duced and di­rected by Mirum. The digital film aimed to break down the rules laid by rigid cor­po­rate cul­ture. In line with Shop­pers Stop’s brand phi­los­o­phy ‘Start Some­thing New’, the film fea­tures young em­ploy­ees at var­i­ous lev­els of hi­er­ar­chy and how they #RIPtheDes­ig­na­tions to stand out in the sys­tem with their own at­ti­tude and style. #Den­imToWork was a re­sult of com­mon brain­storm­ing ses­sions be­tween the agency and the brand. The brief re­volved around how to re­po­si­tion denim from its cur­rent wardrobe choices and give it a role at the workspace. Demin to work is be­yond a cam­paign, it is a shift in at­ti­tude.

Com­ment­ing on the cam­paign, Vi­neet Ma­ha­jan, Head of Art, Con­tract (In­dia) said, “Walk­ing into work wear­ing a pair of jeans is a com­mon sight now.

But den­ims have never been pro­moted as work­wear. We thought this idea was quite dis­rup­tive and we hit the sweet spot of an idea by cel­e­brat­ing the des­ig­na­tions of a new age work­place. Shop­pers Stop has al­ways bro­ken new ground in fashion re­tail com­mu­ni­ca­tion and this one was no dif­fer­ent.”

“We have seen the con­sumer’s mind­set evolve through the years due to the chang­ing dy­nam­ics of re­tail in­dus­try. With the aim of be­ing at the fore­front of in­tro­duc­ing new trends and the in­creas­ing affin­ity to­wards den­ims across age groups, we be­lieve a lot more of our con­sumers will ac­cept den­ims as part of their work wear wardrobe,” Suri added.

Wear­ing den­ims to work is in­creas­ingly be­com­ing an ac­cept­able dress code across most in­dus­tries and is the next for­mal at­tire for most cor­po­rates. The film in­spired young pro­fes­sion­als to flaunt their own sense of style and ex­ude con­fi­dence at the work place with den­ims as a part of their work wear wardrobe.

“Denim jog­gers are giv­ing a tough chal­lenge to sports­wear and ath­leisure. Peo­ple are pre­fer­ring jogg jeans over other sports­wear jog­gers.”

-Ra­jiv Suri, Cus­tomer Care As­so­ciate, MD & CEO, Shop­pers Stop

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