First we created the Mini Fashion Bar. It's just like a regular hotel minibar, but with women clothes. Completely integrated in your hotel room, offering complete outfits to women when they like to shop the most: on vacation. How it works? Just pick an item or a complete outfit from the Mini Bar and pay when checking out. Just like a regular minibar. Not the right size? Call the concierge.

During the European fashion weeks we installed the Pimkie Mini Fashion Bar in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdan and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn't push it more than that.

Development and first test Pimkie Mini Fashion Bar in Hotel Banks, Antwerp. March 2015

Implementation of Pimkie Mini Fashion Bars in Hotels in Amsterdam, Milan, Antwerp

Early September 2015

Invitation of women fashion bloggers to stay in one of these hotels. July 2015

Appearance on all top50 fashion blogs between September and November 2015

Never before Pimkie received such a high and positive coverage by influential women, fashion bloggers and fashion journalists. 100% of the Top50 of the most important fashion blogs wrote and shared their view on the Mini Fashion Bar. On top of that 81% of women bought one or more items from the Mini Fashion Bar. And as to the hotels, all of them want to keep the Mini Fashion Bar on a continuous basis, making it a new distribution channel for Pimkie. To top it all, the perception of Pimkie being a fashionable brand clearly increased in qualitative research.

The Pimkie Mini Fashion Bar was all about talk-value and influencers strategy, in this case inciting Women Fashion Blogs to write about Pimkie to improve it’s fashionable image (fashion blogs never wrote about the Pimkie brand before). So it had PR as a starting point and end goal of the idea.

During the European fashion weeks the Pimkie Mini Fashion Bar was installed in over 100 rooms of boutique hotels in fashion cities like Paris, Milan, Amsterdan and Antwerp. Then we invited influential women, fashion bloggers and journalists, to stay in one of these hotels. We didn't push it more than that.

Pimkie is a 25+ women fashion retailer with more than 750 store is 47 countries. Within the fashion category Pimkie is facing high competition from major brands (H&M, Zara, Mago, ...) that are investing massively into advertising and that have a way stronger distribution network than Pimkie.

To get a more fashionable image Pimkie had heavily invested in advertising. Unfortunately with little result. Because when it comes to fashion influential women's opinion beat regular advertising. Brief was very clear but quite a challenge: How would we be able to activate influential women and fashion bloggers to write and talk about Pimkie?