New coats are usually packaged with a cover and hanger. For Estelle trench coats, the traditional hanger was replaced with the Hanger-Dryer. This device uses ceramic heaters so that damps coats can be blow-dried at the office in a matter of minutes, ensuring a stylish and dry coat every time.

The campaign ran for a period of six weeks, during the seasonal rain in Shanghai. We hung the Hanger-Dryer on a stand, together with Estelle coats to serve as visual icons. Then we place them at our top outlets for people to view. Our sales representatives were also given lessons on using and promoting the Hanger-Dryer as well.

Sales recorded a 30% increase compared to the same period last year. The campaign initially started at 10 of our top stores, but because of demand, our distribution grew to 35 stores. During that period, our brand outlets recorded between 20-30% increase in store traffic. Brand awareness is on a high because of social media sharings.