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Daffy's Pops Up
To kick off its new brand campaign, Daffy’s is opening a pop-up store in Manhattan on July 23 that will feature footwear, apparel and home products for men, women and children.
The store will be located on the ground floor of a luxury apartment building at 1 Seventh Ave., S., and ties in with a contest the retailer is holding in which consumers compete to win a $7,000-per-month apartment in the building for the “Daffy’s discount” of only $700 per month.
“What we were grappling with was how to clearly communicate Daffy’s as an impressive place to shop for apparel, accessories and home goods. Our idea was to compare it to something undeniably and outrageously expensive: rent [in New York],” said Will Bracker, director of marketing for Daffy’s. “What better way to communicate deep discounts than offering a luxury apartment for a low price and using it as a strategy to drive people to our stores and Website.”
The contest is also part of a bigger push for Daffy’s, which is positioning itself as a source for on-trend, fashion-forward merchandise from sought-after brands at low prices, said Bracker.
“It’s also a marketing opportunity to communicate to the consumer, in a controlled environment, what this brand is all about,” he said. “We’re assembling a sample of the goods at Daffy’s.”
More pop-up stores could roll out in other major U.S. cities, said Bracker, though Daffy’s has yet to formulate a plan.
“In the evolution of the brand and its value, we want to use our dollars wisely to drive traffic to the stores and improve sales,” Bracker said. “We’d like to get more on the radar screen of customers and help them see what we’re all about.”
The store will be open through Aug. 14.