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OUR WORK

PAYLESS SHOESOURCE
Brash Shoes and Accessories Launch

Details

• As Payless was preparing to launch a new fashion line, DMI identified and secured Sierra Kusterbeck of the band as the ideal representative and spokesperson for the brand
• DMI worked with Payless’s internal team and advertising agency to create an in-store, online and viral experience for targeted consumers
• Included filming of the band on tour in Paris to give the line a more upscale trendy feel

Results

• While they are not able to relay exact sales data due to confidentiality, Payless has shared that BRASH is the most successful launch ever for the retail brand
• Planning for 2012 will include taking the experience to the next level