This client came to us with two dilemmas. 1. They were not aware of their position as one of New York’s most influential fashion power-players or even convinced they were a legitimate fashion brand. 2. They had a slogan they liked but didn’t know how to bring it to life: “Fashion Worth Fighting For.” Enter MODCo, who developed a heavy-hitting ad campaign that delivered the goods. We called it Fashion Guernica. It dominated the fashion landscape, with prime placement in newspapers and magazines throughout the New York metropolitan area, on all Century 21 trucks carrying those coveted goods, and even an impressive display at JFK. MODCo was instrumental in guiding all existing in-store branding initiatives and new store roll-out projects. In the years that followed, the campaign continued to evolve, packing a punch with each new incarnation.

Bring the existing tagline to life in a direct and engaging way. Explore various visual and media outlets, identifying best customer response. Create a multi-dimensional campaign that speaks to style-savvy consumers with a voice of fashion authority. Create ads that reflect the full range of designer products that defines the department store today.

Significantly improved Century 21’s visibility and defined its voice as a preeminent fashion authority. Established the brand as a legitimate destination for high-end fashion at a discount price. Produced a years worth of images in one photo shoot, for the same budget as the previous year’s stock imagery. Improved brand awareness and consistency through successful in-store branding initiatives.