The holiday season is a key period for any self-respecting brand. In the world of retail, up to 80% of the year's sales are made during this period... In other words, you better not mess up!
For this reason, pop-up stores represent an ideal opportunity for young brands by allowing them to exhibit their products "in real life" at a flexible and accessible price. It is therefore the ideal solution...
Yes, but here it is. At the beginning of December, our workshop announced that Flair production was delayed and was not ready. No production, no pop-up store.
Oh well. No way is Flair going to miss his first Christmas!
As frustrating as it is for customers not to be able to see the bodysuits in real life, it's equally frustrating as a brand not to be able to show what we're capable of.
But isn't our mantra to dare to be free and live in a bodysuit?!
Let's march in the subway!
The bet is therefore taken to organize, in 3 weeks, an artistic event under and on the ground which will take place in 2 parts on Friday December 15, 2017. It will begin with a parade in the corridors of the Paris metro followed by a video projection on the forecourt of the Saint-Lazare station.
Objective 1: show our bodysuits "in real life", the freedom of movement they provide, and their comfort in all elegance and femininity.
Objective 2: increase awareness of this young brand, barely 2 months old.
The marathon then begins to find 10 models and dancers ready to embark, without a budget, on this crazy adventure as well as a designer to develop a real protester kit. No question of doing things by halves!
A week later, the artists are there and the parade is organized...
Two days before the parade, Le bonbon talks about it . The machine is launched.
(Re)Discover the parade in video:
Thanks to all the people we met in the metro and on the forecourt of the Saint-Lazare station. You were all surprised, intrigued and very interested.
Thanks to the whole shock team and in particular to Elisabeth and Thymoos for their (very) precious help!
Clemency,
Creator of Flair.