Toronto agency Espresso has provided a new Canadian start-up with a marketing jolt.
Rent frock Repeat, an online business that enables women to rent designer dresses for one night at a fraction of their retail price, selected Espresso as its agency of record from a group of undisclosed shops last fall.
Espresso’s co-owner and CEO Jacquelyn Cyr said that the agency conducted a “top to bottom” brand-building exercise for Rent frock Repeat that includes the company logo, brand slogan (“Release your inner runway”) as well as its e-commerce functionality and inventory, and content management systems.
Espresso, which counts Carlsberg and Samsung among its clients, also developed a public relations strategy for the business, and is currently working with “influencers” to build word-of-mouth awareness of the venture. Cyr said that future marketing for Rent frock Repeat will lean heavily on social media.
The Rent frock Repeat model enables users to select dresses based on a variety of criteria including size, style, length type of occasion and body type. The dress is then shipped to registered users with a pre-paid return envelope.
Cyr said that the Rent frock Repeat concept enables users to not only save money, but gives them some latitude to experiment with style. “It gives people an opportunity to play with fashion instead of going for the safe option because they’re going to have to wear it again,” she said. “The inventory really speaks to that with a very playful selection.”
