La Sirena Department stores wanted to relaunch their fashion department. The problem was that people did not consider them a place for fashion. We wanted to change this perception by showing you that you could get fashionable clothes at low prices.

For the launch, we took advantage of Fashion Week Dominican Republic 2011, by negotiating with the TV shows that covered the event, and the designers that would be interviewed by them. A day before each show, we sat down with scriptwriters, interviewers and guest, and wrote down every question and answer, matching each line of the script with clothing from our stores. We dressed the interviewer and the designer, showing that what they were saying fashion is going to be is what they were already wearing from our stores. Every answer, every camera cut during the show (every 35-45 seconds) showed them dressed in a new outfit that matched the subject being discussed. On-screen interactive overlays described every piece, revealing the price, available colours, where to wear it, and what to mix it with. 100 looks were picked for each show.We involved public figures who were very well-known in the fashion community to promote La Sirena's fashion department, changing the target's perception and showing them that its not necessary to wear high-end brands to look fashionable; in the end, who better to show our clothes than the people that know fashion best.

- Fashion Week 2011: We negotiated with the TV-shows that covered the event and the designers that would be interviewed. Every camera cut during the interviews showed the host and the designer in a new combination from our store that matched the subject being discussed.- Casandra Awards: During the red carpet we did a live action with the lead presenter. As she discussed the trends, we had her dressed in a white gown and projected our clothes on her dress.- Viral: Partnered with popular trendsetters, creating videos of them dancing and wearing our clothes.We engaged people to try on our clothes with a life size direct response poster that worked like a big napkin dispenser. People passing by could tear off the outfit and try them on to see how they looked.All the action directed to a website where you could find new combination and see there cost.

The TV shows had 3.8% to 4.0% of the total ratings during the week of the event.The clothing that was featured sold out in just a few days. It also was a trendy topic. The action created news on TV, in the press and in social-media.

At the end of Fashion Week 2011, La Sirena became the most talked about brand of the event.More than 100 outfits were picked for the shows.By the end of 2011, La Sirena's fashion deptartment increased by 53% in buying-preference compared to other top retail-stores in the country.We demonstrated that the affordable clothes from La Sirena could be fashionable.