In today’s competitive market, companies are coming up with more and more creative advertising and marketing campaigns in order to win the hearts and attention of the consumers. After reading this article on the Brand Channel, I have to say that outerwear company – Weatherproof has really taken creative marketing to a whole new level.
Allen Cohen, a Weatherproof spokesman, told us that the new 32° Weatherproof® store on West Broadway will be “laid out more like a New York apartment than a store.” Sales associates will be called “residents” while shoppers are “house guests” or “visitors.”
Weatherproof hopes to target and build a stronger brand image with the younger demographics with this new “apartment” like store concept. The Company aims to give the younger consumers more of a social experience, where they get the opportunity to mingle around and meet new people, something that you wouldn’t be able to do in any old regular retail store.
I think that this concept is definitely a great approach for Weatherproof to reach out to the younger generation. The idea of an apartment like store and also the organization of various social events such as “date night” at the store is fun, unique, and a great experience that appeals to the more open and outgoing younger audience. Brands are the strongest representators of any company and we as consumer subconsciously built our own pyramid of brands, based on what we have heard, seen and most importantly experienced. Thus, customers who step into Weatherproof’s “New York style apartment” store will certainly have a long lasting impression of the brand as it is shopping experience that they have never experienced before. I for one would love to visit that store some day!
Weatherproof appears to have a great marketing strategy- by targeting younger consumers in stores styled as New York Apartments, they sounds like an epic company!