Tight manufacturer Pretty Polly
wanted to create a Pop Up shop leveraging the media attention of London Fashion
Week and gain awareness and a buzz around the brand. Pretty Polly products are predominantly
sold online and in selective Department stores. The brand has never had their
own bespoke high street retail outlet.
A specially created week long pop-up store was delivered by Pop Up specialists, RPM Pop Up. The shop was situated on a street corner of fashion
hot spot, Knightsbridge housing a complete range of Pretty Polly, House of
Holland and Aristoc tights. In addition to the product on offer the venue played
host to a photographic studio, chill out area and offered a range of free
beauty treatments.
The pop-up was marketed by a street team on the day, comprised of Pretty Polly tight clad models on roller blades. Those venturing inside could enjoy complimentary manicures and pedicures from Wah Nails, read a daily London Fashion Week newspaper, enjoy free drinks and enter a competition to become Pretty Polly’s next brand ambassador.
‘The Hunt for Legs Eleven’ competition – primarily a Facebook initiative – was brought to life by celebrity photographer Boyd Alexander who was booked to take free snaps of prospective candidates and model scouts from Leni’s modelling agency checking out the footfall into the venue. The photographs were uploaded to a dedicated Facebook page and public voting and a panel of experts (including fashion designer Henry Holland) will select the ultimate winner. The chosen brand ambassador will then walk a away with a one year modelling contract with Leni’s modelling agency, £1,000 worth of River Island vouchers and free tights for a year.
- 558 pairs of legs were uploaded to the Facebook page.
- 162,511 and counting votes casted.
- 45,796 Youtube views.
