REINVENT [REE-IN-VENT] DEFINITION:
TO INVENT AGAIN OR ANEW. TO REMAKE OR MAKE OVER. TO BRING BACK; REVIVE.
Le Tote is a fashion rental subscription service. Understanding the definition of the word “Reinvent” enabled us to play with the prefix re- which means “back” or “again”. This prefix nailed home the idea of rental. We intertwined words that used this prefix with imagery, sparking an emotional connection and call to action.
THE CONCEPT
What is REinvention? It’s the power of choice.
REvisiting the traditional shopping model and combining it with the modern mindset.
At Le Tote, we empower you to make the conscious choice about WHAT hangs in your closet — and for HOW LONG.
We empower you to Reinvent Your Wardrobe RESPONSIBLY.
Rent. Return. Repeat.
To create a brand that connected directly with customers, I launched a social media engagement exercise in partnership with Scout Model Agency & Allure Beauty Box. We invited Le Tote’s members to post images of themselves with the hashtag #LTCasting for a chance to be invited to castings in SF, CHI, and NYC. We had over 300 images tagged and invited 90 women to the castings.
MEET THE #LTCASTING MEMBER MODELS
The Reinvent campaign was concepted and produced for multi-channel use in social static & story ads, TV, homepage, email, Direct Mail, & organic posts.
We chose to create moving copy and multi-slide ads to show both off-figure and on-figure. It enabled us to show the inventory without being polarizing while also creating energy and excitement.
We promoted our member models and the brand on social media by asking them to take over the channel and engage with other members. helped tell the story while giving the clothing center stage.
By focusing on what was truly important to our member models, we incorporated motherhood and professionalism into the photoshoot. The result was authentic imagery that connected with our members lives.
