Retail Identity: Sylvie & J

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According to the creative theorists at 86 the Onions, the bag is everything in retail fashion. Many shoppers will buy the cheapest item in a high-end store just to get the bag. However, no fashion brand has claimed ownership of this universal truth, the 86ers claim, to shift the focus from the merchandise to what goes into the bag, nor have they made its design concept the center of their marketing campaign. But for the Beverly Center's Sylvie & J opening, the 86ers bagged it big time. The plans is, every three to six months Sylvie & J will introduce a limited edition, collectible shopping bag in conjunction with a new advertising, marketing and promotional campaign that supports and integrates the design concept. The first design, seen here, which apeared in October, was intended simply to help introduce the name and build awareness for Sylvie & J in a crowded marketplace. The fashion elite received their very own Sylvie & J bag in the mail with an invitation to the boutique's launch party on Nov. 11. This was all backed by a wildposter and postcard campaign featuring a series of "super bag models."

Agency: 86 the Onions CD: Chad Rea AD/Design: Peter Vattanatham CWs: Chad Rea, Chris Brown Photographer: Vladimir Jedlicka

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