The agency for live communication with offices in Hamburg, Munich and Berlin assists the fashion label ESPRIT with the POS communication for the redesign of all European stores as lead agency.
The fashion label ESPRIT has been producing young, feminine fashion since 1968 and selling from approx. 1.1 million sq. meters of sales space in over 40 countries. Since 2012, the international fashion brand has experienced an extensive transformation and, as a result, reclaims its Californian origin. The new collections are characterized by their relaxed and inspired California style as well as high product quality and sustainable production.
The accompanying comprehensive redesign of the ESPRIT stores makes these values tangible. The claim of the new stores is reminiscent of a private California loft. The concept is carried by a mix of natural and urban elements and ideally reflects the new brand image of high quality and relaxed atmosphere.
In the course of the redesign, all sales areas in Europe will be renovated by 2015. The new collections and the renovation of the sales areas will be accompanied by comprehensive live communication. The re-launch is structured in three communication phases: Closing, Construction and (Re-) Opening phase.
In order to enable the communication to remain at the same high level of quality throughout the three phases longterm and nationwide, east end developed a tool box together with ESPRIT’s Global Marketing.
This gives retail and the many franchise partners the possibility to book high quality communication and sales promotion campaigns as well as events – with the objective of making the re-launch an experience and increasing the quality and quantity of sales.
The extensive catalog of measures represents scalable campaigns, tailored to different dealers, budgets and countries. The individually bookable measures are also coordinated by east end for realization throughout Europe. In other strong markets such as China and Asia-Pacific, the toolbox developed by east end will be implemented on a regional basis.
During the re-launch process, east end will head up the management of all the participating agencies and customer departments in the operative implementation of the respective CRM, digital, POS and live communications measures.
„The individual measures in the different markets and phases are as diverse in their definition as the multitude of our customer’s products and stores – from small shop in a shop to XL flagship store. The particular challenge lies in offering a unified and at the same time scalable package of measures to each of these markets and stores with their varying requirements and budgets. We are delighted to assist this exciting customer with its re-launch”. So Oliver Golz, east end Managing Director and founder.
Since the beginning of 2012 east end has successfully realized numerous store openings for Esprit.
About Esprit
Esprit is an international fashion label that gives life to inspiring style and quality. The company, founded 1968 in San Francisco by Susie and Doug Tompkins, follows a creative and responsible DNA combined with the „Californian Way of Life“. Relaxed style, authenticity and a laid-back way of life are important to Esprit and at the heart of the company’s philosophy.
Esprit is represented in over 40 countries with more than 1000 directly run stores and 10,000 wholesale and retail dealers. Among others, Esprit has been listed on the Hong Kong stock exchange since 1993 and has its headquarters in Hong Kong and Germany.
