A wpp group company
6thStreet.com tasked BPG with the launch of its first phygital store in the region. We executed the launch against a tight timeline, while strengthening the 6thStreet.com brand and nudging shopper behaviour towards this new phygital store format. Along the way, BPG communicated the brand’s higher purpose as a homegrown, value-creating, sector-disrupting growth engine, with an inspiring vision fuelled by imagination and creativity.
The challenge
While 6thStreet.com is a highly successful e-commerce business, there were doubts around how 6thStreet.com’s e-commerce funnel – a huge inventory of global fashion brands, data-powered Cx and swift transactions – could make a successful transition to a mall location. However, BPG’s media audit revealed a tremendous appetite for stories leveraging the UAE’s leadership in future technologies, the application of AI and VR in everyday life, and much more than a typical fashion store launch.
Not just another fashion store launch
BPG leveraged these insights to shape a new narrative. The result was a global buzz amounting to USD $8.1 million worth of coverage in regional and international media, and millions of impressions – around a fashion store that has no physical clothes on display. BPG’s high-impact game-changing strategy elevated the narrative from “another day, another fashion store launch”, to a story of higher purpose, aligned with the UAE’s thrust towards a digitally powered, innovative and future-ready economy.
