Case Study

The Client : Gap

The Challenge:

Gap devised a series of European instore promotions involving the customisation of jeans. These built on the US campaign 'Show Us How You Wear It Tour' and were to take place in London, Manchester, Glasgow and two Parisian Gap stores during September 2004. The events were spearheaded by an advertising campaign featuring Sarah Jessica Parker wearing customised jeans. The events were timed to coincide with the arrival of the Gap autumn/winter collection in September 2004. The instore events were publicised through local media and via point of sale material instore. In addition, the Gap sales team would all be wearing customised jeans to promote the 'I want what she's having' mentality in their customers.

To provide the instore theatre and dressmaking expertise Gap were looking to outsource a professional team. The team needed to include both instore and behind the scenes dressmakers. The instore teams needed to handle face-to-face communication with customers as well as expertly customising the jeans on the shop floor, under pressure, with customers spectating. The behind the scenes team needed to achieve quality workmanship to an extremely tight deadline; the target being 200 pairs of jeans within 10 days of each event.

The Solution:

Gap was attracted to Busting Diva by its website. They instinctively felt that Busting Diva image was on-brand with their own and married the right blend of professionalism with an informal, edgy presence. Busting Diva provided instore teams of four including three dressmakers and one manager. Behind the scenes the supporting dressmakers worked to complete the customisations.

The Result:

Busting Diva dressmakers are hand-picked not only because of their dressmaking skills but because of their charm and personable manner when dealing with clients. This meant that they were easily able to provide the customer-facing aspects required in this instance as well as complete the task in hand. Busting Diva met all deadlines and quality control standards at every point.

"Just also wanted to say thanks again for the hard work that went into the events. Thought you organised them brilliantly and the girls were great. I would definitely use Busting Diva again!" Amy Bennett, Gap PR