What do you call a week of trunk shows, fashion shows, panel discussions on style, fashion-themed cocktail parties and film screenings, and sales in all of your favorite stores – large and small – across the city? Our first thought was “Heaven,” but the “Philadelphia Collection” was a close runner up. Once named, we built a brand that had the ability to change and evolve each year (like fashion itself) to accommodate the growing event and ensure that it would never, ever be “so last year”.
The bones of the website were built in 2010 when the Philadelphia Collection launched. Year to year, we give it a makeover that coordinates with the campaign, but maintains the original structure (and the client’s original investment).
“Wait! What happened in 2013?” you may ask. The client was so enamored with 2012’s “Own It” campaign (below) that they decided to re-run it – with some minor tweaks. We helped make sure it was still fresh, but recommended a new look for the following year (above).
“Own It” grew from a tagline to a movement, as retail partners around the city tagged special items with a provided card. Shoppers could snap a pic with the item and at the end of the week, a lucky winner was chosen to win each of the fashionable finds.