Launching a new flagship Edinburgh store

Brief

A new brand identity needed a high impact promotion

Over a period of growing store closures, weak market sales, rising costs and competition from online retailers, our approach had to change perceptions of the brand as a traditional wool and cashmere store on Edinburgh’s Royal Mile and show Johnstons of Elgin as a “brand for all seasons.”

BIG secured likeminded luxury brands as partners with a strong reach to help raise awareness, drive footfall and, crucially, tap into high net worth guest lists.

We commissioned a London-based florist to create a daring installation outside the store, providing a sensory experience for guests and bring the 2019 Spring/Summer collection to life.

Building engagement with influencers and media, BIG secured a host of top tier media publications and lifestyle influencers to attend the in-store event. We worked with local micro influencers to showcase key pieces from the collection, tapping into the engaged, fashion conscious Edinburgh audience.