We are thrilled about Racked.Com’s coverage of last night’s show at Skylight Soho, and applaud the fashion blog for appreciating the laid-back, happy event our client, JustFabulous was able to achieve. It is possible to have a customer-driven fashion show that gets incredible press, and in this case, it seems a media angle was the fact that this event was so friendly. JustFabulous not only knows their market and how to appeal to it, but they understand how to use events to celebrate their actual users. We know that this approach does not work for all brands, but we appreciate when our clients hit their audience spot-on.
Read below for excerpts, and for the full article, click here.
Ever since we first heard about JustFabulous—the online shopping program where every month, stylists personally help each member pick a pair of shoes, a purse or sunglasses for just $39.95—we’ve been curious to learn more about it. So when we received an invitation to their Style Night denim collection launch at Skylight SOHO, we had to check it out.
What we attended was probably the nicest customer appreciation event we’ve ever seen. Normally, if a fashion company is introducing a new product, they try to round up—or buy off—a bunch of celebrities and media, who are then invited to a party which none of the brand’s actual customers get to attend. This event, however, was geared almost entirely to the members of JustFabulous. Yes Kimora Lee put in a quick appearance, and yes there was some press there, but this was primarily a room full of devoted JustFabulous members.
At the end of the twenty-plus look show, all the guests were informed that we were each getting a free pair of jeans. JustFabulous employees stood behind a long jean bar, passing out pairs in every style, color and size. (sizes range from 25-36). Nearby, they’d set up fitting rooms and had more staff to help guests if they needed to switch sizes. Some JustFabulous staffers even carried spare T-shirts—for anyone wearing a dress who wanted to try on jeans. This give-away part of the evening should have been complete mayhem—but it was very well organized and fun. After choosing their jeans, guests could enjoy a DJ, open bar and hors d’oeuvres.
We spoke briefly to Lizzie Francis, the company’s president and CMO, and she told us that the jeans are made by a premium denim brand in LA, whose products normally sell for over $200 a pair. But the jeans in this capsule collection are just $39.95 like every other product on the site.
We have yet to join JustFabulous ourselves, but we’re about to, and we’ll be filling you in on our experience. If Style Night was an accurate example of the customer service we can expect, perhaps we’ll have to get used to this unbridled joy thing.
· JustFabulous [Official Site]
