ESPRIT
The Remaking of Classic Brand Esprit
The Challenge
Reintroduce ESPRIT to the US market by revitalizing the treasured brand through an LA pop-up that allows ESPRIT to reclaim relevance and borrow equity from targeted programming and partners.
55
Total Media Placements
124M+
Social Media Impressions
20
Celebrity Talent and Influencers Procured
The solution
The aim of Q4 programming was to raise awareness of the LA pop-up through a multi-touchpoint campaign: a series of on-location events, sustained social media activity, and associated PR. Accordingly, we engaged media, influencers, and talent to position the pop-up as a must-visit destination.
We began in October with an influencer-led ‘Get Ready With Me’ and ‘Get This Look’ Halloween costume-related content campaign; followed by the first shopping event hosted by Galore Magazine + Charlotte D’Alessio; the second shopping event hosted by Emma Brooks & Zack Lugo; a high-profile launch event with Zoey Deutch, Rumer Willis, Scout Willis, and Ava Philippe, alongside other notable attendees and a live performance by Del Water Gap; and the quarter culminated with a third shopping event hosted by Lily Easton.
To maximize exposure, we took a two-phased approach to earned media, announcing the pop-up in national, local and trade media to bring awareness to ESPRIT’s return to US retail. Subsequently, we amplified the launch event with celebrity and influencer attendance in entertainment media to position ESPRIT as the place to be.
We began in October with an influencer-led ‘Get Ready With Me’ and ‘Get This Look’ Halloween costume-related content campaign; followed by the first shopping event hosted by Galore Magazine + Charlotte D’Alessio; the second shopping event hosted by Emma Brooks & Zack Lugo; a high-profile launch event with Zoey Deutch, Rumer Willis, Scout Willis, and Ava Philippe, alongside other notable attendees and a live performance by Del Water Gap; and the quarter culminated with a third shopping event hosted by Lily Easton.
To maximize exposure, we took a two-phased approach to earned media, announcing the pop-up in national, local and trade media to bring awareness to ESPRIT’s return to US retail. Subsequently, we amplified the launch event with celebrity and influencer attendance in entertainment media to position ESPRIT as the place to be.
The impact
Successfully debuted the brand’s return to the US (it had been 10 years since they had a presence here) and secured coverage announcing the opening of ESPRIT’s LA pop-up in national, local and trade outlets including Hypebae, The LA Times, Beverly Hills Lifestyle Magazine, Womenswear Daily and Footwear News leading up to the launch party, with coverage in major entertainment outlets E! Online, Entertainment Tonight, People, The Hollywood Reporter, Variety and more.