VANITY HANGERS by Rapp Germany for Benedi

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VANITY HANGERS

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Industry Clothing
Media Design & Branding
Market Germany
Agency Rapp Germany
Creative Director Stefan Setzkorn, Alexander Hansen
Art Director Claudia Bode
Copywriter Tom Bennett, Irena Braun, Marcus Schlieckriede
Released January 2012

Credits & Description

Category: Illustration
Advertiser: BÉNÉDÍ
Product/Service: HANGERS FOR THE FASHION LABEL BÉNÉDÍ
Agency: RAPP GERMANY
Creative Director: Stefan Setzkorn (RAPP Germany)
Creative Director: Alexander Hansen (RAPP Germany)
Art Director: Claudia Bode (RAPP Germany)
Graphic Design: Andreas Parschin (RAPP Germany)
Etat Director: Bernadett Schroeder (RAPP Germany)
Copywriter: Irena Braun (RAPP Germany)
Copywriter: Marcus Schlieckriede (RAPP Germany)
Illustration: Rikke Jørgensen (RAPP Germany)
Artbuying: Nina Diekmann (RAPP Germany)
Final Art: Rebecca Heinsohn (RAPP Germany)
Artbuying: Alexander Otchere (RAPP Germany)
Production Manager: Wolfgang Reinsberg (RAPP Germany)
Copywriter: Tom Bennett (RAPP Germany)
Media placement: Hangers - Store - 10 January 2012
Describe the brief from the client
Bénédi Fashion in Hamburg wanted to make their spring 2012 collection really come alive – so they asked us to develop some ideas for their showroom. More importantly, they wanted to display their clothing range in such a way that customers could easily imagine how the outfits would look on them without trying them on. The promotion was aimed at attracting new customers as well as addressing regular clientele. The rationale behind the campaign was to give the presentation of the new collection added dramatic flair and a more graphic representation of the clothing itself.
Describe the challenges and key objectives
Outstanding haute couture deserves outstanding hangers. So we gave the traditional form an unconventional makeover – designing head-shaped hangers and furnishing them with illustrations of radiant women’s faces to create an alluring and elegant accompaniment that matches the sophistication of the clothing. The black and white illustrations were enhanced with a delicate splash of colour to bestow an added vibrancy to the collection. The customers were in awe, and the launch of the collection was an enormous success. The vanity hangers won plenty of admirers, and the promotion is to be continued on a regular basis.
Describe how you arrived at the final design
By giving the traditional hanger an imaginative makeover, we created head-shaped hangers around alluring illustrations of radiant women – their hair wrapped seductively around the arms. A delicate splash of colour enhanced the delicious contours, bestowing an added vibrancy to the collection, while shadowy insects featured as additional and mysteriously eye-catching graphic elements. Bénédi prides itself on being a brand that thrives on current influences and is firmly at the cutting edge of urban fashion. Our vanity hangers were not only a first – but were immediately embraced by the target audience and even made reputed fashionistas’ heads turn.
Give some indication of how successful the outcome was in the market
The vanity hangers were an instant success. Sales of the clothing range increased dramatically compared to a similar launch last year. Existing customers were delighted with the promotion, enabling Bénédi to strengthen the emotional bond with its customers. Word of mouth and social media also helped Bénédi attract new customers and visitors to the store. The only obvious disadvantage of the campaign was that a number of hangers went missing.