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Challenge |
Refresh the image of a traditional jeweler - a national retailer, which had been purchased recently. |
Strategy |
An in-store cocktail, around the theme of Nutcracker Suite, used young ballerinas who danced a scene from the famous ballet. A new, young target market was targeted. The store’s new Italian owners were announced. |
Results |
Sales reflected that the new target group appreciated the merchandise. |
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