Izyumsky - SECRET PLACE, which needs to be talked about

“Izyumsky” – is a clothes market of Kyiv, located at near metro station “Demiyivsʹka”
There are clothes inaccessible in Ukraine brands in market: original and 
quality replicas of brands, designer and vintage clothes. Most of the sellers moved from Сенный market – place, where rare goods and products were sold in the 1980’s.

The agency worked with the Izyumsky market from March 2012 to April 2013.

Goals and Objectives

Develop of communicate strategy for the promotion market “Izyumsky” in social media.

1. Increase market traffic.

2. Grow demand for rental places.

Target audience

Buyers interested in original and niche brands that are inaccessible in Ukrainian stores at that time. Potential tenants, clothing sellers

Idea to communicate

Positioning of  “Izyumsky” how secret place for connoisseurs unique clothes and shopaholics.

Based on a legend “Izyumsky – the new Сенной market”  agency was form a new audience of buyers. New audience to perceive shopping in “Izyumsky” how alternative sales of mass market. “Izyumsky” is a symbol of underground fashion: market became the permanent place for shopping stylists of tv channels and personal stylists, fashion bloggers and fashionistas at the city. Lots of celebrities visited it (Анатолий Анатолич, Алексей Дурнев, Маша Фокина, Дантес) and local celebrities in this market (Koloah, Сергей Вовк, Олимпия Вайтмусташ, Слава Кононов и др.).

Results

100%, place filled

1,3 the rent price has increased

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