Parfois is a leading fashion brand that offers customers a unique concept: a weekly updated assortment of accessories including bags, jewellery, shawls, shoes, based on the latest catwalk trends. And all this for competitive prices. With 750 stores in 64 countries, it is high time that Parfois also set foot in the Netherlands. Franchisee Parfection aims to open 20 Parfois stores in prime locations in the Netherlands within two years.
Translating the Portuguese brand values of Parfois to the Dutch market. The basis is "Ode to every woman" and "Value for money" with as pay-off "Exceptional and irresistible fashion accessories affordable to everyone".
After an extensive inspiration session, the core values of Parfois Netherlands and the translation of the Portuguese brand values into the Dutch market were discussed. The mission has been translated into a pay-off and into specific communication means. For the opening of the Parfois store in Rotterdam, in addition to advance communication (through social media, pre-registrations to the newsletter and "Opening Soon" posters), an activation campagne was set up in the days leading up to the physical opening of the store.
In addition, a large subscription campaign was started for the Parfois branch in Eindhoven with the aim to create more awareness about the brand in combination with brand value "Value for money". Publicity of the brand was done by both offline means of communication (via advertisements in leading magazines) and online communication (via Instagram like and win action and Facebook activation).
The campaign has resulted a firm foothold in the Netherlands: the brand awareness of Parfois has been significantly increased. The target group knows how to find the store and is active on the Parfois social media pages, both Facebook and Instagram. In addition, a database has been created for the online newsletter.