Successful launch campaign by Adcorp sees RSPCA open a second Reloved Fashion store
RSPCA WA has expanded its Reloved Fashion retail concept following a successful launch campaign by Adcorp.
Adcorp launched the Reloved Fashion brand in July, positioning it as ‘A New Breed of Fashion’ combining a high street boutique shopping experience with a cause that protects the wellbeing of all creatures great and small.
The first store was opened in North Perth, with the second opened recently in Subiaco. They offer a hand-picked selection of donated contemporary and vintage pieces with all proceeds going directly to RSPCA WA. Adcorp developed the Reloved branding, interior design concepts, and the marketing campaign.
Art Director Caroline Roach said it was crucial to correctly position Reloved within the retail landscape.
“A focus on higher-end fashion meant steering well away from the ‘traditional’ op-shop model. The branding, marketing and campaign strategy was key in achieving this unique positioning and capturing a niche market.”
David van Ooran, CEO of RSPCA WA, said the agency had really embraced the project.
“Adcorp developed a brand and campaign that we are extremely proud of and which really captures the essence of the concept and position in the market along with complementing RSPCA’s values. Their creative direction has been crucial to the process of making the concept a reality.”
The brand campaign was launched with a VIP event and supported with social media and PR.
Credits
Account Management: Eloise Hay
Client Executive: Clark Schoppe
Art Direction: Caroline Roach
Creative Director: Costa Lazos
Media Strategist: Kylie Macey
Social Media: Michelle Hagan
Video Producer: Bree Billington
DOP: Joel Crane
Gaffer: Eduardo Martinez
1st AC/On set Photographer: Tanya Voltchanskaya
Editor: Dom Giorgi
