Payless ShoesBRASH LAUNCH

DETAILS

  • As Payless was preparing to launch a new fashion line, DMI identified and secured Sierra Kusterbeck of the band as the ideal representative and spokesperson for the brand

  • DMI worked with Payless’s internal team and advertising agency to create an in-store, online and viral experience for targeted consumers

  • Included filming of the band on tour in Paris to give the line a more upscale trendy feel

Results

  • Payless confirmed that BRASH was the most successful launch for the retail brand to date

  • We are currently in stage 2 for taking the experience to the next level

Services

  • Music Strategy

  • Artist Integration

  • Web Programming

  • Database Design