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.

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.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.