McArthurGlen Designer Outlets approached ‘i-am’ Beyond to generate an awareness strategy for their Spirit of Fashion awards in collaboration with the Royal College of Art and three emerging British Designers.

McarthurGlen
  • Brand Awareness
  • Fashion Bloggers outreach
  • Location Sourcing
  • Marketing Strategy
  • national event management
  • national event production
  • pop-up store management
  • retail concept design
  • Social Media strategy, & implementation

Brief

McArthurGlen Designer Outlets approached ‘i-am’ Beyond to generate an awareness strategy for their Spirit of Fashion awards in collaboration with the Royal College of Art and three emerging British Designers.

Solution

‘i-am’ Beyond generated an integrated strategy based around a touring pop-up store. Showcasing an exclusive collection of men’s & womenswear by award-winning fashion designers Carolyn Massey, Matthew Miller & Rachel Barrett the store popped up in key retail locations including London’s Covent Garden, Manchester’s Spinningfields and Glasgow’s Princes square.
The touring schedule included four events over London Fashion Week, exclusive Bloggers events and private press & VIP events for McArthurGlen’s clients.

Results

The ‘i-am’ Beyond team not only generated an integrated marketing campaign but also implemented a complete strategy, production and roll out for the Pop-Up itself.
‘i-am’ Beyond we’re tasked with the entire project from conceptualisation to shops management, location sourcing, managing & promoting parties, collaborations with fashion bloggers, sourcing & managing staff, stock & sales.
The team continue to work together on future pop-up concepts linked with the brand.

McArthurGlen, Spirit of Fashion
McArthurGlen, Spirit of Fashion
McArthurGlen, Spirit of Fashion
McArthurGlen, Spirit of Fashion