Best&Less tackles perceptions around discount fashion with hidden camera stunt
Best&Less has launched a pop up store aimed at proving consumers shouldn’t have to pay a fortune for great fashion.
‘The L&B Experiment’, located in Westfield Pitt Street and developed by creative agency Banjo, was designed to look like a boutique fashion store with high end fashion prices, however the garments were all Best&Less products.
A hidden camera caught customers reactions as they were told their dress wasn’t $140 but $40.
https://www.youtube.com/watch?v=7lKNmbhBFNg&feature=youtu.be
Banjo senior planner Peta Morton said: “We needed to remove the stigma attached with the brand name so that those who had previously dismissed us would have the opportunity to experience great affordable fashion for themselves.”
The pop up store is the beginning of a campaign for which the strategy has been developed by Edelman.
Best&Less head of brand and marketing Jee Moon said: “I knew we needed to do something really different to the category in order to change customer perceptions. We’re not in a position to out-spend, so we need to out-smart. We’re passionate about making fashion accessible to all, and we’re taking a stand to prove that customers can have low price and high fashion, without compromise.”
They didn’t show any clothes ?
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Wonderful idea! I might have to pop into B&L now!
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So why not look at George @ ASDA’s line? LAB sounds like a cool brand, Best and Less sounds like Fosseys.
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Actually, the reason I pay $140 rather than $40 for a dress is because I don’t want my clothes made by a ten year old in a sweat shop overseas. I’d rather have fewer dresses. But maybe that’s just me…….
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What a lovely idea!
Well done guys.
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Didn’t they prove a $40K Mitsubishi was actually better built than a $140K BMW? Proves people equate price with quality. Having eaten a $4 pie from my pie shop and eaten a $300 meal at Neil Perry’s I can assure you just because it’s cheap does not mean it’s better.
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They have also just proven that they could sell their garments for a lot more therefore much higher margin. I’d be surprised if no-one at B&L is thinking L&B for real.
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@Ummm that $140 dress you speak of is also made in a 3rd world sweatshop. The difference is the corporation is making much more of a profit from you than Best and Less are.
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It’s a absolute direct rip off of the KMART 1000 mums price discovery campaign they did 18 months ago!!! Shame on you!
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Love it. Yes we are suckers for the smoke and mirrors around the ‘retail experience’ and this is a great demonstration of that fact. Because the boutique experience / staging is the key insight and central to this idea, it is a very different idea to Kmart 1000 mums. Well done.
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