To position Paladar as darling of lifestyle centers everywhere we needed to not only provide great look and feel we needed to craft guidelines for a new hospitality experience. Experience: …
Cleveland International Film Festival
CHALLENGE
Dots has always been about affordable fashion. In the beginning, their stores were based on a simple to understand "$10 and under" pricing structure. The chain grew to be more than 50 stores based on that affordable retail model. But as Dots began to evolve its brand and start producing its own line of fashion-current clothing, the market's perception of the Dots brand failed to change. The new retail strategy was a success, but the market still viewed the store by its old
$10 and under structure. When it came to opening stores in newer shopping centers, Dots was having a difficult time getting developers and property owners to consider them a good fit due to the outdated perceptions of the brand.
SOLUTION
To solve the disconnect, TWIST worked with Dots to create a real estate kit that told the story of the new Dots brand and the value that Dots represented to a shopping center. This simple tool helped Dots talk about their brand in an assertive way that led to them getting meetings with the property owners and developers they were looking to work with.
When it came to dispelling the consumer's outdated perceptions, we focused on telling the story of the Dots shopper, the Diva. The Dots shopper is independent, self-directed and assertive; we sought to validate their personality through the Dots brand. Starting with the company's internal messaging and continuing through the store wide seasonal campaigns, we celebrated the Diva in all of their customers. The Viva La Diva campaign helped begin the transformation of Dots into a strong and confident voice in the world of affordable women's fashion. Over five years, we helped Dots grow from just over 200 stores to over 400, setting the stage for the next level of Dots’ evolution as a retailer.
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