Despite the exceptionally difficult situation this year, in September, we celebrated the opening of the very first store in Asia for Roy Roger’s, the first Italian denim brand. The new store is located at Robinsons The Heeren, one of the best shopping malls in Singapore.
This achievement marks an important milestone in our journey to bring the iconic denim brand from Florence to Asia.
After the training sessions with the headquarter, a training manual to coach the retail staff and help acquire a comprehensive understanding of the brand and its products, was developed by Texere team. The manual includes brand history and heritage, characteristics of the raw materials, manufacturing processes, product care, collections, and past campaigns.
Training sessions were also organised for the Robinsons Department Store Staff so that they are aware of the launch of Roy Roger’s and can direct people to the pop-up area.
A store pop-up was set at Robinsons The Heeren, Level 4 for the duration of 3 months. To drive attention to the new pop-up, Texere team arranged a floor sticker and a lightbox displaying the latest Roy Roger’s campaign as well as a table displaying the corporate history book and cotton flower decoration.
Additionally, several digital screens across different floors, entrances, and cashiers, were arranged to advertise the new opening on a continuous basis. Finally, in-store announcements were arranged to share information on the brand.
To engage the local media, a press release about the opening was written and shared with 30 local media outlines. A newsletter blast about the opening was also done via mailchimp and reached 551 local media contacts. A KOLs mapping was also done to outline the right influencers for possible collaborations.
The contacted media and KOLs, were invited to the store and offered free samples in exchange for product features and mentions; 6 KOLs and media contacts have featured Roy Roger’s on their social media accounts. Additionally, 3 KOLs organised a photo shooting and shared product details with their followers.
During the opening weekend, a 15% discount and mobile coffee station with branded cups were organised to attract more visitors to the store and increase social media followers.
Visitors were invited to follow Roy Roger’s Instagram page through QR code scanning in exchange for a free cup of coffee.
The campaign was successful and brought 60 new followers over two days.
In conclusion, brand expansion into strategic markets has never been easy and it is even more challenging due to the current pandemic.
Although e-commerce is obviously on the rise as a direct result of the crisis, new research from Euromonitor suggests that the majority of purchases will still be made in physical stores by the year 2024 (78% of the total, against 22% of online purchases). Therefore, this is still a good time to consider investing in the retail sector.
If you are considering expanding your business, get in touch with us today for a free consultation via email@example.com