CASE STUDY: In-store marketing at Pure Collection - Retail Shopfitting Summit
  • CASE STUDY: In-store marketing at Pure Collection

    Leading luxury cashmere retailer Pure Collection is 15 years old. It started online and now also has eight boutiques, 30 concessions in John Lewis stores across the country and an outlet. The premium brand has built an enviable reputation for its stylish, top quality clothing.

    Brief

    Pure Collection came to CSDPrint for help with their in-store marketing. They were looking for a hands-on print partner who would not only be able to guarantee exceptional quality but could manage all aspects of their requirements too – collating, dispatching, ensuring safe delivery and fitting at each boutique.

    Challenges

    This is an intensive print project to manage because Pure Collection is highly proactive with its marketing. We print new campaigns each month including window vinyl graphics of various sizes and a full range of high-end internal point-of-sale materials.

    The show cards, hanging graphics and posters we produce are absolutely top notch; we use the very best substrates and print finishes to make sure everything is up to the fantastic quality Pure Collection expects.

    Collating, dispatch and delivery is carefully coordinated to ensure each boutique’s specific requirements are met. For example the boutiques vary in size and therefore need different configurations of materials in line with the number and size of their windows and display units.

    Pure Collection has chosen prime high street locations in appealing shopping destinations such as York, Shrewsbury and Guildford and therefore deliveries and fittings need to be carefully co-ordinated, often out of hours, to avoid busy periods.

    Solutions

    The smooth running of this lovely piece of business has been achieved by:

    • Meticulous project management with extensive liaison with Pure Collection’s marketing team
    • Collaborating with creative brain-storming
    • Pro-actively sourcing new materials and preparing samples
    • Flexible production scheduling to meet particularly tight deadlines
    • Developing individually tailored fittings plans to suit the needs of each boutique

    Jill Harrison, Visual Merchandising Manager at Pure Collection said: “The production of our in-store graphics is so efficient now. The print quality is always fantastic which is really important to us and I particularly like the way CSDPrint gets involved with finding new materials and suggesting innovative ways of producing things. If glitches occur, which of course they do in any fast turnaround business like ours, Gail and her team simply take it in their stride and sort it for us. Working with CSDPrint is great – we make an excellent team!”

    AUTHOR

    Stuart O'Brien

    All stories by: Stuart O'Brien

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