Client

Century 21

Transforming a brick & mortar clothing retailer into an omni-channel fashion powerhouse.

Client

Century 21

Transforming a brick & mortar clothing retailer into an omni-channel fashion powerhouse.

Century 21 turned to the Concept Farm to fashion a bold, new communication strategy that built on 50 years of loyalty and success.

Approach
Shift the perception of C21 from being just a great discount department store to a great department store that’s up to 65% off retail all the time. The campaign platform: “Afford To Look Great, Anytime.”
Results
  • Increase of 36% in unaided c21 brand awareness
  • C21’s loyalty database has increased by 30%
  • C21 Facebook and Twitter communities have increased by 200% and 180%, respectively
  • 3 major competitors closed its door as C21 diversified their business, increased store visitation, and gained market share
  • Sales exceeded goals with an average of 3% growth YOY

Century 21 turned to the Concept Farm to fashion a bold, new communication strategy that built on 50 years of loyalty and success.

Approach
Shift the perception of C21 from being just a great discount department store to a great department store that’s up to 65% off retail all the time. The campaign platform: “Afford To Look Great, Anytime.”
Results
    • Increase of 36% in unaided C21 brand awareness
    • C21’s loyalty database increased by over 30%
    • C21 Facebook and twitter communities increased by 200% and 180% respectively
    • 3 major competitors closed their door as C21 diversified their business, increased store visitation, and gained market share
    • Sales exceeded goals with an average of 3% growth YOY
Services
Research / Strategy / Creative / Print / Digital / Outdoor / Social / Video / Viral Content / Buzz Events / On-Premise / Collateral
Services
Research / Strategy / Creative / Print / Digital / Outdoor / Social / Video / Viral Content / Buzz Events / On-premise / Collateral