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Frances LogoDriving Demand for Fashion

 


FH Logo Square

The Challenge:

 

Frances Heffernan opened its doors in 1932 in Winnetka, Illinois, an upscale village on the shores of Lake Michigan 20 miles from downtown Chicago. It quickly became the quintessential fine women's clothier serving the surrounding North Shore communities. The store serves women who admire classic tastes, but want chic, contemporary styling. The boutique features over 4,500 square feet of display and carries top domestic and international designers. Frances Heffernan had relied on word-of-mouth to attract new clients and sales personnel to encourage regular customers to shop more frequently. The challenge was to create an integrated marketing program to reach new and past clients without compromising the couture fashion image of the boutique.

 

The Solution:Frances Ad

 

Frances Heffernan was NorthStar Strategies first client in 2004 and remains a client today. NorthStar has implemented a full range of marketing strategies to extend the FH brand name awareness and image, to encourage frequent shopping among the existing client base, to expand the geographic trading area to include the city and to drive demand for fashion.

 

  • Launched website
  • Implemented print and electronic newsletters
  • Created the Savvy Shoppers Club (to reward frequent clients)
  • Developed cost-effective weekly email program
  • Annual planning for private in-store events
  • Partnerships with local charities and benefits
  • Clothing drives to assist low income women transitioning to the workplace
  • Ad placement

  

The Results:

Frances Heffernan remains the preferred boutique shopping destination for women on the North Shore of Chicago.

 

Smart Words

"Marketing isn't magic.  There is a science to it."

Dan Zarrella, Social Media Scientist, Hubspot