Introducing a new concept to a market can present a challenge in educating the public and media about what may be a new or unknown brand. Due to some ingenious marketing and public relations, C. Wonder, a highly popular lifestyle brand from New York, made a successful west coast debut this weekend at Fashion Island in Newport Beach.
The colorful store has an array of chic apparel and accessories for women, as well as a monogramming department and a fabulous selection of housewares. There are also surprises around every corner, from whimsical toys such as yo-yos emblazoned with the store’s fanciful “C” logo, to bicycles with baskets and even pogo sticks in C. Wonder’s signature lime green.
A series of events targeting key editors, bloggers, stylists and other taste makers brought these key audiences into the store to discover the wonder of C. Wonder. We also lined up one of LA’s favorite morning show personalities, Allie MacKay of the KTLA Morning News, to do a few segments at the store.
We showed off the store’s colorful prize wheel, which gives guests an opportunity to win prizes on weekends, showed how guests can custom-make charm bracelets and belts, and even demonstrated a heart-shaped waffle maker! All of these fun items are part of a typical day at the unique concept that is C. Wonder. Oh, and did I mention roller skates and weekend dance parties?
In addition to all the color and fun, C. Wonder is an innovative retailer in its approach to customer service. There are no cash registers in the store, only hand-held devices that can check-out a customer anywhere in the store. Dressing rooms can also be personalized by adjusting the lighting and music.
Store manager Katie Foley prepares waffles on the KTLA Morning Show. Just one of the many surprises in store at C. Wonder, as Southern California shoppers are discovering!
It was a successful opening of C. Wonder with media galore, VIP sneak peeks, blogger events, giveaways and more. If you are a new brand or looking to expand into a new market, go big. Be colorful. Be social. Think outside of the box. Make a splash with the media, your customers and your potential customers. Engage them, and continue the dialog. They will talk. And everyone will be listening.