Shopper Stop’s Denim to Work Campaign
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.
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