New coats are usually packaged with a cover and hanger. For Estelle trench coats, the traditional hanger was replaced with the Hanger-Dryer. This device uses ceramic heaters so that damps coats can be blow-dried at the office in a matter of minutes, ensuring a stylish and dry coat every time.

The campaign ran for a period of six weeks, during the seasonal rain in Shanghai. We hung the Hanger-Dryer on a stand, together with Estelle coats to serve as visual icons. Then we place them at our top outlets for people to view. Our sales representatives were also given lessons on using and promoting the Hanger-Dryer as well.

Sales recorded a 30% increase compared to the same period last year. The campaign initially started at 10 of our top stores, but because of demand, our distribution grew to 35 stores. During that period, our brand outlets recorded between 20-30% increase in store traffic. Brand awareness is on a high because of social media sharings.

The Hanger-Dryer is a campaign designed to catch customers at the point-of-purchase. The campaign ran at a specific time, at a specific season in Shanghai. It’s a solution to a seasonal problem, aimed at a very specific target audience.

Because the problem is so specific, we created a giveaway that solves the particular problem, instead of using traditional communication medium.

Our target, the white collar executives, value form, function and convenience above all. And of course, an added value item for a premium line gives more reason for purchase preference. Therefore, we designed a product innovation to solve a seasonal problem.

According to research, 70% purchases were made in-store without the influence of advertising. So instead of advertising, we go straight into the store and created a product innovation that is designed to meet the need of customers during the seasonal rain period.

Estelle is a new premium apparel brand in Shanghai. As a brand, it needs to distant itself from other competitors and create consumer preference during high season for selling coats. This is a period to stimulate sales and create distinctive brand awareness.

In a nutshell, we need to sell Estelle coats during rainy season and this is the way we did it.