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Bella Jules Fashion Boutique sets new trend
Feb '09
Mangos, a full-service advertising agency, recently helped trend-setting fashion boutique Bella Jules (West Reading, Pa.) achieve record sales numbers for the 2008 holiday season. Working with proprietor Juli Cleaver, the agency crafted a bold marketing campaign designed to build awareness and drive traffic during the critical months of November and December.

As a result of the aggressive campaign - which featured billboards, strategically placed in high-traffic areas in and around West Reading, as well as a direct mail piece to promote an in-store Holiday Preview Party - Bella Jules saw a notable jump in holiday sales. In November and December, when many retailers were faltering, sales increased ten percent over the same time period in 2007. Sales for Black Friday doubled over last year, making it the best single sales day in the store's history. In addition, the Holiday Preview Party was Bella Jules' most successful event to date.

To grab the attention of potential customers, the campaign gave a playful nod to current fashion trends using a clean visual approach and simple but clever language. The idea was to link key trends to Bella Jules in a fun and compelling way. According to Cleaver, it worked. "The sales numbers speak for themselves," she said. "But what's just as exciting is that I've had new customers come in and tell me that they saw the billboards and had to stop in. You just can't argue with that kind of success."

Bradley Gast, President of Mangos, said, "Once you're in Bella Jules, the store literally sells itself. The challenge for us was to get people to realize that this great boutique was right in their backyard, and packed with hand-picked fashion finds. Spotlighting one trend at a time allowed us to do this in a fresh and visually engaging way."

Mangos is a full-service advertising agency, independently owned since 1977. Clients around the world turn to them to make complex business issues simple, human and relevant. Mangos has earned a reputation for creating award-winning work that delivers proven results.

A true standout among exclusive boutiques in Southeastern Pennsylvania, Bella Jules brings a touch of urban sophistication to West Reading, Pa. area. The boutique's fresh, well-tailored looks range from indispensable classics to the ultra-hip.


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