Shoppertainment central to global store launches for Pynkiss

Pynkiss, the high-end fashion Label from Hello Kitty (the six billion dollar a year brand from Sanrio) launches their flagship store this April, quickly followed by 20 more stores, over six continents.

This ambitious expansion is underpinned by a new global marketing campaign. The marketing strategy will immerse the customer into the world of the brand and enhance the entire in-store or on-line experience by combining entertainment and shopping into one consumer concept, offering customers a genuine ‘Shoppertainment’ experience.

Fronting the campaign will be newly appointed Pynkiss Style Ambassador, Caroline Watson, stylist for both the X-Factor and American Idol, and personal stylist to stars including Victoria & David Beckham, Britney Spears and P-Diddy. For every store launch Caroline and her team will be on hand to offer personal styling sessions, whilst her beauty team will be pampering customers as they browse the collections. Pynkiss will unveil huge in-store screens where customers can connect with Caroline via twitter and SMS live for fashion advice during each of the store launches. Simultaneously, Pynkiss will also be launching their Lookbook app, giving customers exclusive previews of forthcoming collections, and access to the latest catwalk shows and other specially created content. Both the tweet screen and the new app will enable customers to share with their friends and family just what they are thinking of buying whilst getting input and feedback across all social media platforms.

The launch will be supported by an on-going global PR, social media, digital and print media campaign.

The ‘Shoppertainment’ concept was the initial idea of the brand’s global creative agency Xpert and Pynkiss International Brand Director, Tarek Kabbara, who will oversee the roll out of the campaign globally. Tarek commented on the launch, “The global phenomenon that is Hello Kitty, coupled with the global expansion by Pynkiss, has created a brand that is not only rising above the current economic challenges faced by today’s consumers, but setting new and unexpected trends in retail sales for emerging brands. I’m really excited about the roll out of our new stores and in particular, the launch of the new marketing campaign that will help accelerate and grow the brand even further”.

The new Pynkiss marketing campaign stays true to its positioning as a high end fashion brand. It is offering customers an exclusive and entertaining shopping experience that engages at every touchpoint.