Heex – Discover The Design And Quality

Background

HEEX is a new fashion brand looking to establish itself in the Czech Republic. Here, as in most other markets, even the more upmarket labels rely on mass production. HEEX needed to let fashion distributors and retailers know exactly how small and how different they are in order to be able to get a toe-hold in the market.

Idea

The strategy was to get in touch with HEEX’s core target audience through a mailing that would describe and explain the brand’s unique positioning in a way that was similarly unique.

Rather than just talk about HEEX, the piece had to show the brand’s obsession with design and quality and to demonstrate the way the company thinks.

Working with Radka Kubkova, one of HEEX’ designers, the agency came up with a mailing made of high quality fabrics. Every detail was carefully hand-crafted, underlining the brand’s dedication to quality. The letter was printed on a special high quality paper and it both explained what HEEX was doing as well as asking for a face-to-face meeting.

Results

97% of the target group were able to recognise and remember the mailing after it had been sent. In addition, 11.6% contacted HEEX for a meeting within seven days of delivery.

The design package has made a big impression on the fashion community and has proved to be a great conversation starter.

Our Thoughts

I have been a bit of a stuck record in this issue about the role the outer has to play in any mailing campaign. It’s the shop window of the idea and no-one knows more about window dressing than the fashion business. I hesitate to call this an envelope. More of a package, I suppose, yet in itself it communicates more about what HEEX stands for than any amount of copy ever could. It’s the tiny detailing that’s most eloquent about HEEX craftsmanship, the pink stitching out of black, the little label on the zip. This is brand advertising as much as it’s one-to-one communication.