Dotti's Vintage Print DOTTI'S VINTAGE by Futurecom Switzerland

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DOTTI'S VINTAGE

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Industry Apparel & Accessories Stores
Media Print, Magazine & Newspaper
Market Switzerland
Agency Futurecom Switzerland
Executive Creative Director Thomas Engeli, Daniel Bieri
Art Director Milan Pavic
Copywriter Lena Nasdal
Illustrator Sabrina Müller
Released April 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: DOTTI'S VINTAGE
Product/Service: STORE
Agency: FUTURECOM INTERACTIVE
Chief Creative Officer: Markus Gut (Advico Y & R (Y & R Group Switzerland))
Executive Creative Director: Thomas Engeli (Futurecom Interactive)
Executive Creative Director: Daniel Bieri (Futurecom Interactive)
Copywriter: Lena Nasdal (Futurecom Interactive)
Art Director: Milan Pavic (Futurecom Interactive)
Illustrator: Sabrina Müller
Media placement: Poster - in store - 01.04.2012

Describe the objective of the promotion.
Dotti’s Vintage store is one of many small second-hand stores in the heart of Zürich. The objective was to send Dotti’s Vintage store ahead of its competitors, draw in more customers, and improve sales.

Describe how the promotion developed from concept to implementation.
The idea: Nothing promises more than legends of style. By taking snapshots of stars from the past, Dotti’s Vintage makes a claim for high fashion, while the motif of vintage is integrated in the image. By removing the supposed second-hand bargains from the fashion icons, we did not simply create an eye-catcher. The result is far more a visualisation of timelessness, which could not be more fitting for a vintage store: Pieces at Dotti’s Vintage are so much modern and unspent, that they, having barely ever been worn, can be sold in the here and now.

Explain why the method of promotion was most relevant to the product or service.
Dottis Vintage store specialises in clothes and accessories from the stylish ‘50s, ‘60s, and ‘70s. Every single piece is chosen by the owner, Dotti, with careful sensibility for fashion. Some of the pieces are real treasures, but all of them have real good style.
The promise: Every customer can dress with more style and taste at Dotti’s than in any other second-hand store. At Dotti’s Vintage, most clothes have almost never been worn, and their patterns and colours have lost nothing of their beauty and elegance.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The in-store communication proved to be a real eye-catcher. Over the first few weeks, the numbers of visitors multiplied, prompting the owner to extend the opening hours. Many visitors stayed in the store to exchange stories about the vintage pieces with the owner and other customers. The owner Dotti herself was able to triple the size of her store and her offering of vintage pieces.