2. TABLE OF CONTENTS Click Black Headers to Jump to Section!
1. OVERVIEW 3. PRODUCTION 5. RESULTS
Concept Metrics
Permitting Build Out
Goal Denim Feedback
Staffing Before / After
Locations Press Clips
Airstream Exterior Wrap
2. ACTIVATION 6. NEXT STEPS
Denim Bar On the Street
4. ON THE ROAD
Key Learnings
Braid Bar Jean Dream In-Market Recap Airstream Storage
Photo Tablet Golden Ticket In-Market Photos Back to School / Holiday
Campus Program
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 2
3. OVERVIEW
How it all began ...
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 3
4. OVERVIEW
Introduction
In January, Madewell reached out to TH to concept a mobile tour to
promote their denim. TH’s creative development team dove deep into
the in’s and out’s of the brand and developed a program that would
reach their goals within budget and timeframe.
The result was the Madewell Denim Roadtrip - a 13 city tour in a vintage
Airstream trailer, outfitted with styling stations, a hair-braiding bar and,
of course, lots and lots of jeans (plus a secret denim deal and other
surprises).
TH worked side by side with Madewell and their digital agency
Attention to reach the goals of the tour and make it a huge success.
The following recap details how we made it happen, highlights from
each stop and the outcome of the tour.
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5. OVERVIEW
Campaign Goals
The following goals were identified before the road-trip, TH worked to
reach these goals through the activation:
• Raise brand awareness of Madewell through a cross-country Denim
Road Trip inside of a 1978 Vintage Airstream
• Bring an authentic in-store Madewell experience to new customers,
educating them on all aspects of the Madewell brand – from the rich
history to the different denim styles, washes and so much more
• Ipad and tear sheet email capture via sweepstakes entry or mailing
list sign-up
• Create positive consumer interaction through contests, give-a-ways,
coupons, styling, hair braiding, and head-to-toe photos
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 5
6. OVERVIEW
Location, Location, Location
MARKET LOCATIONS AND DATES
Thursday, April 12th Astor Place / Union Square New York, NY
Saturday, April 14th Harvard Square Boston, MA
Sunday, April 15th Harvard Square Boston, MA
Tuesday, April 17th GW University: Anniversary Park, Washington, DC
Thursday, April 19th The Corner: 300 E. Main Street, Charlottesville, VA
Thursday, April 26th Ohio State University: Union Plaza, Columbus, OH
Saturday, April 28th Tribune Building Chicago, IL
Tuesday, May 1st 513 N. Lake St, State Street and Langdon, Madison, WI
Thursday, May 3rd University of Kansas Lawrence, KS
Tuesday, May 8th University of Boulder Boulder, CO
Friday, May 11th Fashion Valley Mall San Diego, CA
Saturday, May 12th Santa Monica Place, Santa Monica, CA
Wednesday, May 16th Union Square, San Francisco, CA
Saturday, May 19th Westlake Park Seattle, WA
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7. ACTIVATION
THE ELEMENTS THAT BROUGHT THE DENIM PARTY ON WHEELS CONCEPT TO LIFE.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 7
8. ACTIVATION
The Denim Bar
The Denim Bar featured five styles
of denim with a selection of
washes providing enough variety
for each person.
Excitement filled the airstream
while Denim Specialist styled
enthusiastic consumers searching
for the fit and wash of their
dreams!
Once the perfect pair had been
found, the Denim Specialists
topped off the look with a
Madewell tank, slouchy chambray,
accessories and shoes, creating
the ultimate in-store Madewell
experience.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 8
9. ACTIVATION
The Braid Bar
The Braid Bar menu served up three Madewell Denim inspired looks: the
Skinny Skinny, the Rail Straight and the Boyjean.
The Braid Bar was a hit and lines formed while ladies eagerly waited to
see the inside of the airstream, meet with a Denim Specialist and enter
the sweepstakes.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 9
10. ACTIVATION
Head-To-Toe Photo
The Head-to-Toe Photo Activation boasted a hand-painted Madewell
logo that captured each smile and offered instant upload to facebook
and email.
Ladies struck a pose against the branded photo backdrop looking
positively stylish in their new Madewell look and shared the pictures
with their friends!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 10
11. ACTIVATION
On the Street
On the street collateral give-a-ways effortlessly drove traffic to the
airstream. Small and larger posters specific to each city, built
excitement and made it easy for the Roadtrip Roadies to find the
airstream.
Women who didn’t have time to stop and shop took home a Madewell
Musing style guide, happily provided their email and were directed to
Facebook to sign-up for the sweepstakes.
The See Something You Like discount included a hip pair of shades in
pink or blue and a 15% coupon including free shipping. Consumer did
not hesitate to take a pair for themselves and a friend increasing
website traffic and online purchases.
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12. ACTIVATION
The Jean Dream
The Jean Dream created a buzz and a chance for two lucky women to
win five years worth of denim!
Thousands of consumers entered the sweepstakes which doubled the
projected number of entries.
Ipad Email Capture was anything but dull. Six Ipads were in play: 2
inside the airstream for purchase, 1 at The Braid Bar, and 3 outside the
airstream.
A greeter ensured that consumers shared a few laughs and learned fun
facts about Madewell while they signed up for the Jean Dream and
email list.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 12
13. ACTIVATION
The Golden Ticket
Five Golden Tickets were cleverly hidden at each location and could be
redeemed for a $100 gift card at the airstream.
After checking Twitter for clues, women searched popular local hang
outs like coffee shops, cafes, antique stores, bakeries, gift shops and
boutiques.
The crowd cheered when a grinning winner came to claim their prize,
and to top it off the Denim Specialists styled them with the ultimate
Madewell look!
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14. PRE-PARTY
BEFORE WE HIT THE ROAD, THERE WAS A LOT TO DO!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 14
15. PRODUCTION
Permitting
TH oversaw all logistical elements to secure permits in 13 locations
across the country.
TH sourced a variety of locations by leveraging relationships with cities
and college campuses, obtaining locations with tons of foot traffic and
areas populated with the Madewell target consumer.
Once in market, TH made sure to scout additional locations in the area
in the event that the permitted location was not as heavily trafficked at
anticipated. It is because of this due diligence that we reached our
target impressions for the tour!
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16. PRODUCTION
Staffing
TH staffed the entire program - from expert hair braiders, to
enthusiastic street teams and well trained denim specialists - each girl
fit the bill as a Madewell girl.
Before each market, TH screened each candidate with a video interview
and a questionnaire to ensure she fit the look & feel of the Madewell
brand.
TH revamped the Madewell training documents and created a
comprehensive manual that was used to train each staff member on the
brand, the products and their roles and responsibilities on-site.
CLICK HERE TO VIEW THE TH STAFF MANUAL
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17. PRODUCTION
The Airstream
The TH team hunted for the perfect vintage Airstream and, after phone
calls and countless site visits, found the "God of Airstreams," a man who
deals in vintage models of the distinctive trailers from his California
shop.
Once the motorhome arrived in New York City, it was gutted and kit
out the to make it road ready for the hordes of ladies who will visit over
the next few weeks ...
Wooden floors adorned with a "Madewell" mural, traditional ticking
stripe fabric awnings, vintage knick knacks, three dressing rooms and of
course, all the amazing denim that the brand is known for.
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18. PRODUCTION
The Build Out
The inside of the airstream was gutted and completely refurbished and
designed to replicate the in-store experience of Madewell.
The TH team spent tons of time in the store to understand the materials
and merchandising sensibility to find the best way to retro-fit elements
of the store into the 7’4”W x 27’L interior footprint.
It was important to keep in mind the operational flow develop a layout
that allowed for maximum consumer interactions without sacrificing the
Madewell in-store experience.
The layout successfully accommodates three roomy dressing rooms,
extensive product displays, built-in wood reclaimed shelves, Madewell
props & custom decor as well as a deep denim bar perfect for inventory
storage.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 18
19. PRODUCTION
Custom Elements
TH worked closely with the Madewell creative team to ensure special
touches were integrated into the design that are unique to the
Madewell store experience.
These custom elements included wood flooring, denim bar, custom
murals, vintage props, ticking stripe fitting room curtains and a
specially made awning.
BEFORE & AFTER ON THE NEXT PAGE >>>
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 19
21. PRODUCTION
It’s a Wrap
The icing on the cake?
The airstream’s sharp exterior
design, complete with a witty
rear window call to action!
Not to mention the custom
awning inspired from the
ticking stripe curtain from the
interior dressing rooms.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 21
22. ON THE ROAD
Our favorite moments from each city.
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23. NEW YORK CITY
THURSDAY, APRIL 12TH 2012
8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE
12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET
50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN
EMAIL CAPTURE: 545
FITTING ROOM EXPERIENCE: 55
MADEWELL MUSINGS: 1,200
HEY NEW YORK FLIER: 800
SUNGLASSES: 350
90% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
70% HAVE PURCHASED FROM MADEWELL
THREE LUCKY WOMEN WON, THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED!
ELIZABETH OLSON STOPPED BY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 23
24. NEW YORK CITY
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 24
25. BOSTON (day one)
THURSDAY, APRIL 12TH 2012
8AM TO 10:30AM, OUTSIDE MADEWELL OFFICE
12PM TO 7PM, ASTOR PLACE, SOUTH SIDE OF THE STREET
50 DEGREES, SUNNY AND SCATTERED LIGHT RAIN
FITTING ROOM EXPERIENCE: 175
HAIR BRAIDING STATION: 235
MADEWELL MUSINGS: 550
HEY BOSTON FLIER: 800
SUNGLASSES: 350
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
25% HAVE PURCHASED FROM MADEWELL BEFORE
ALL FIVE TICKETS WERE FOUND, THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED!
MOST POPULAR STYLE TRIED ON WAS THE SKINNY ANKLE IN
WHITE WASH AND SKINNY SKINNY IN MADEWELL WASH
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 25
26. • Bounceback Online an Store sales: TDB
• Foot Traffic Inside the airstream: 435
• FeedBack from Customers and the Jean
Specialists:
BOSTON (day two)
SUNDAY APRIL 15TH, 2012
NOON - 5PM, HARVARD SQUARE
WINTHROP AND JFK. NW CORNER: MOUNT AUBURN
70 DEGREES, SUNNY AND BEAUTIFUL
FITTING ROOM EXPERIENCE: 175
HAIR BRAIDING STATION: 235
MADEWELL MUSINGS: 550
HEY BOSTON FLIER: 800
SUNGLASSES: 350
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
25% HAVE PURCHASED FROM MADEWELL BEFORE
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
HARVARD SQUARE WAS FILLED WITH PEOPLE HAVING SUNDAY
BRUNCH AND LEISURELY SHOPPING, SO EVERYONE HAD TIME TO
STOP FOR THE ULTIMATE DENIM EXPERIENCE!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 26
27. BOSTON
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 27
28. WASHINGTON DC
TUESDAY APRIL 17TH, 2012
GEORGE WASHINGTON UNIVERSITY
F STREET, BETWEEN 21ST AND 22ND (ANNIVERSARY PARK)
75 DEGREES, SUNNY AND BEAUTIFUL
FITTING ROOM EXPERIENCE: 35
HAIR BRAIDING STATION: 75
MADEWELL MUSINGS: 400
HEY DC FLIER: 450
SUNGLASSES: 200
75% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
10% HAVE PURCHASED FROM MADEWELL BEFORE
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
“I COULD LIVE IN THESE JEANS THEY ARE SO COMFORTABLE!”
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 28
29. CHARLOTTESVILLE, VA
THURSDAY, APRIL 19TH 2012
11:30AM TO 12:30PM - WATER STREET LOT: 100 E. WATER STREET
1:00PM TO 5:30PM - BANK OF AMERICA LOT, 300 E. MAIN STREET
68 DEGREES, SUNNY AND SCATTERED LIGHT RAIN
FITTING ROOM EXPERIENCE: 50
HAIR BRAIDING STATIONS: 45
MADEWELL MUSINGS: 525
HEY UVA FLIER: 500
SUNGLASSES: 175
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
20% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
“I’M A UVA STUDENT AND ALL OF MY FRIENDS WOULD LOVE TO
HAVE A STORE HERE!”
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30. CHARLOTTESVILLE, VA
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
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31. OHIO STATE UNIVERSITY
THURSDAY, APRIL 26TH 2012
11AM - 5PM, OHIO STATE UNIVERSITY
OHIO UNION PLAZA
55 DEGREES, OVERCAST WITH SCATTERED SHOWERS
FITTING ROOM EXPERIENCE: 150
HAIR BRAIDING STATIONS: 175
MADEWELL MUSINGS: 750
HEY OSU FLIER: 500
SUNGLASSES: 350
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
30% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
STUDENTS WERE EXCITED ABOUT TOUR. MANY SAID THEY WERE
GOING TO TWEET ABOUT IT MORE THAN SHARE ON FACEBOOK.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 31
32. OHIO STATE UNIVERSITY
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 32
33. CHICAGO
THURSDAY, APRIL 29TH 2012
10AM - 4PM
TRIBUNE TOWERS, PIONEER PLAZA
45 DEGREES, OVERCAST AND WINDY
FITTING ROOM EXPERIENCE: 325
HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 1,300
HEY CHICAGO FLIER: 750
SUNGLASSES: 325
25% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
10% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
ELECTRIC CITRON JEANS WERE A BIG HIT. EVERY OTHER GROUP
THAT CAME INTO AIRSTREAM TRIED THEM ON.
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 33
34. CHICAGO
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 34
35. MADISON, WISCONSIN
TUESDAY, MAY 1, 2012
11AM - 5PM
513 N. LAKE STREET, BETWEEN STATE STREET AND LANGDON
60 DEGREES, MOSTLY OVERCAST
FITTING ROOM EXPERIENCE: 215
HAIR BRAIDING STATIONS: 125 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 900
HEY MADISON FLIER: 400
SUNGLASSES: 275
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
30% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
A LOT OF PEOPLE HAD HEARD OF MADEWELL BEFORE, BUT NEVER
HAD THE OPPORTUNITY TO TRY ANYTHING ON OR SEE THE
CLOTHING IN PERSON. THEY LOVED THE DENIM PARTY ON WHEELS!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 35
36. MADISON, WISCONSIN
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 36
37. KANSAS STATE UNIVERSITY
THURSDAY MAY 3, 2012
11AM - 5PM
1301 JAYHAWK, KU UNION CENTER, ON CAMPUS
70 DEGREES, SUNNY
FITTING ROOM EXPERIENCE: 125
HAIR BRAIDING STATIONS: 100 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 500
HEY KANSAS FLIER: 350
SUNGLASSES: 200
60% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
20% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
THE INDIGO TEE WAS A HUGE HIT - THEY LOVED HOW SOFT IT IS!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 37
38. KANSAS STATE UNIVERSITY
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 38
39. BOULDER, CO
WEDNESDAY MAY 9TH 2012
11AM - 5PM
2000 COLORADO, BUFFALO PLAZA
70 DEGREES, SUNNY
FITTING ROOM EXPERIENCE: 75
HAIR BRAIDING STATIONS: 50 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 400
HEY BOULDER FLIER: 250
SUNGLASSES: 200
70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
25% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
OXFORD SHIRTS, DENIM SHORTS AND TANKS WERE A HUGE HIT!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 39
40. BOULDER, CO
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 40
41. SAN DIEGO
FRIDAY MAY 11TH 2012
11:30AM - 5PM
FASHION VALLEY MALL
70 DEGREES, SUNNY
FITTING ROOM EXPERIENCE: 100
HAIR BRAIDING STATIONS: 75 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 400
HEY SAN DIEGO FLIER: 300
SUNGLASSES: 225
70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
30% HAVE PURCHASED FROM MADEWELL
FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
EVERYONE GUSHED OVER THE BLACK AND WHITE POLKA-DOT
PUMPS!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 41
42. SAN DIEGO
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 42
43. LOS ANGELES
FRIDAY MAY 11TH 2012
NOON - 5PM
SANTA MONICA PLACE
65 DEGREES, SUNNY
FITTING ROOM EXPERIENCE: 125
HAIR BRAIDING STATIONS: 80 (INSIDE AIRSTREAM)
MADEWELL MUSINGS: 700
HEY SANTA MONICA FLIER: 350
SUNGLASSES: 300
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
20% HAVE PURCHASED FROM MADEWELL
SIX TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
“THE SKINNY SKINNY ANKLE IS PERFECTION!”
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44. LOS ANGELES
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 44
45. SAN FRANCISCO
WEDNESDAY MAY 16TH 2012
11AM - 7PM, UNION SQUARE
100 GRANT AVE BETWEEN GEARY STREET AND MAIDEN LANE
60 DEGREES, OVERCAST
FITTING ROOM EXPERIENCE: 200
HAIR BRAIDING STATIONS: 150
MADEWELL MUSINGS: 600
HEY SAN FRAN FLIER: 500
SUNGLASSES: 300
70% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
40% HAVE PURCHASED FROM MADEWELL
FOUR TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
“WE LOVE HOW SOFT THE SKINNY SKINNY JEANS ARE!”
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 45
46. SEATTLE
SATURDAY MAY 19TH 2012
11AM - 5PM
WESTLAKE PARK, 401 PINE STREET
65 DEGREES, SUNNY
FITTING ROOM EXPERIENCE: 115
HAIR BRAIDING STATIONS: 175
MADEWELL MUSINGS: 400
HEY SEATTLE FLIER: 350
SUNGLASSES: 275
40% OF WOMEN WHO STOPPED WERE FAMILIAR WITH THE BRAND
20% HAVE PURCHASED FROM MADEWELL
ALL FIVE TICKETS WERE FOUND! THE WOMEN SIGNED-UP FOR THE
DENIM CONTEST ENTERED THE AIRSTREAM AND WERE STYLED.
“THESE JEANS ARE MAGIC! THEY LOOK GOOD ON EVERYONE!”
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47. SEATTLE
LOCATION THE MADEWELL GIRLS THE BRAID BAR ON THE STREET
OUTSIDE THE AIRSTREAM INSIDE THE AIRSTREAM LOCAL STYLE DENIM PARTY!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 47
49. RESULTS
Metrics
TH worked with Madewell to develop impression goals to quantify the
results of the tour. To track impressions while on the road, TH directed
the staff to keep count throughout the day using people clickers.
Each staff member recorded their numbers at the end of the day. These
numbers were tracked throughout the tour to ensure we met, and
exceeded, our goals.
We did!
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 49
50. RESULTS
Estimated Vs. Actual
VISUAL INTERACTIONS
IN MARKET & ON THE ROAD STREET TEAMS & COLLATERAL EMAIL CAPTURED FULL EXPERIENCE
iPADS & TEAR SHEETS DRESSING ROOM
73,500
875,000 1,850
5,415
48,600 1,400
581,000
2,800
ESTIMATED ACTUAL ESTIMATED ACTUAL
ESTIMATED ACTUAL ESTIMATED ACTUAL
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 50
51. 1 – What are the most common positive comments they hear about the fit of our jeans?
2 – What are the most common negative comments they hear about the fit of our jeans?
DENIM FEEDBACK
3- What are people wanting in jeans that we’re not offering?
DENIM QUOTES RAIL STRAIGHT BOOTLEGGER BOY JEAN SKINNY SKINNY SKINNY ANKLE
The jeans are too long I am curvy and think jeans These are too tight in the I love that I can wear heels OMG! These jeans are so soft. I’m wearing these on my date
make me look bigger than I thighs and way too wide at with these I feel like I could sleep in tonight!!
The waist is too small and am, but this cut is AMAZING! the bottom these!
gives muffin top compared to These are amazing These are the perfect length
other jeans I love this color it makes my The cut is more like a flare Umm, I look hot in these.
thighs look skinnier jean than bootcut The jeans are too big for Thanks Madewell. Wow, I look so skinny these
The denim feels too thick and (Madewell Wash) petite customers are like magic
isn’t very soft (Rail Straight) The jeans fit really well in the Wow they are so stretchy,
The color looks too country hip and thighs I wish I had longer legs so I but they stay up when you The style is too preppy for
The crotch is not long enough and doesn’t go with anything could wear these bend over me
I own (Madewell Wash) These make me look taller,
The cut is versatile enough to I’m in love These make me look frumpy They fit my thighs and legs My butt looks big in these
wear sandals, heels and tuck I never wear white jeans, but I and dumpy perfectly
into boots will wear these everywhere. The legs are too long and the
crotch is too short I look like a man The ankle opening is way too
The waistband needs more I like that they aren’t tight on tight its squeezing my ankle
stretch my thighs. I feel like a cute coy girl in
these, but I would never wear These are way too long and
Smaller sizes 20 and 22 for I don’t like that the stitching them look awful with my heels
petite customers is a different color. (White
Wash) I have major muffin top in The pockets make my butt
Need 28” to 30” in-seam for these cheeks look long like a mom
shorter customers I’m going to wear these to butt
work every day they are the
perfect color! (Eastern Wash) I wish there was a larger
I love that they don’t have a variety of washes
brand name anywhere you
can see it These are so stretchy I feel
like I could yoga in them
I have skinny legs and these
look too baggy on me
TH PRODUCTIONS MADEWELL DENIM ROAD TRIP RECAP / 51
52. RESULTS
“Madewell has outfitted a vintage Airstream trailer “THERE WILL BE EXPERTS ON HAND TO HELP YOU PICK THE MOST
as a mobile denim bar as only the super cool FLATTERING PAIR OF JEANS, THERE WILL BE OTHER MERCHANDISE
company could.” TO COMPLETE YOUR LOOK, AND THERE WILL BE A BRAID BAR TO
GET YOUR HAIR DONE.”
Retailers have been trying to shake up brick-and-mortar stores
with more creative spaces such as pop-up shops, specialty stores
and now stores on the go. Madewell's Airstream is rolling into “This sweet set of wheels comes equipped with a
Santa Monica Place this Saturday, loaded with stylists, discounts
on jeans and a hair-braiding station.
styling station, hair-braiding bar, and plenty of
chances to get your hands on all the denim goods.”
“Madewell has you covered, enlisting stylists on
board to help you pick the right pair for your “SHOPPERS WHO POP BY THE MADEWELL RV IN THEIR CITY CAN
body, as well as additional piece to dress up your MEET WITH DENIM STYLISTS TO FIND THEIR IDEAL JEAN AND FIT AS
WELL AS THE BEST OUTFIT PAIRINGS.”
denim.”
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