Our client, Pepkor Speciality, was opening 32 new AYANA stores across South Africa at once. But in a fashion market already overflowing with choice, opening the doors would not automatically bring women through them.
AYANA needed to arrive with a clear personality, earn credibility quickly and give shoppers a reason to make it part of their wardrobes from launch week.
We built AYANA’s introduction around something more powerful than clothes: the women who wear them.
Sisterhood became the thread connecting the launch event, media story and influencer campaign. We brought key opinion leaders in fashion, creators, tastemakers and ambitious women into the same room, creating a launch that felt like a community coming together rather than another retail opening.
Every guest was selected with AYANA’s customer in mind. The result was content that was organic and a launch genuinely useful to women deciding where to shop next.
More than 40 earned media features across fashion, lifestyle and retail media
Influencer content achieved a 4.8% average engagement rate, outperforming category benchmarks
Earned media coverage extended the session beyond the people in the room
Strong opening-week interest, foot traffic and sales
Organic shopping hauls, fitting-room content and in-store reels kept AYANA moving across social media
The launch established AYANA as a credible new name in affordable womenswear.