On 1 and 2 October, UGG set up its Parisian-style kiosk, with no products for sale. And yet, there was a queue of visitors, smiles, photos and gifts to take home.
The ‘Born to Feel’ campaign was displayed in large format on the façade. Inside, there were lifestyle Polaroids, shoe displays and postcards to take away.
Visitors left with branded gifts, a branded can of water, a copy of “Le Monde” co-branded with UGG, a key ring… in exchange for simply signing up to the newsletter via a QR code.
These days, the most astute brands don’t always seek to make an immediate sale. They aim first and foremost to be felt, remembered and associated with a pleasant moment. UGG focuses first and foremost on creating a memory and building a relationship.
At Lemens & Partners, we design and lead bespoke retail tours to help you observe what works elsewhere and build the retail of tomorrow. We also support companies in recruiting the creative profiles capable of bringing these experiences to life.
Retail tour, recruitment, or simply a conversation? Get in touch: contact@lemensandpartners.com