(Taken from the Chinese and English press releases)
Under the claim “Come in swimwear, leave dressed in Desigual”, more than 350 people in Tokyo joined the worldwide famous sales party, held for the very first time in Asia.
Tokyo, June 24th – DESIGUAL, the international fashion brand based in Barcelona, held last Saturday for the very first time in Asia its world-famous sales event “Seminaked Party by Desigual” at the Desigual flagship store in Tokyo, Japan.
From Friday in the evening, people were already starting to line up outside the entrance of the store to become one of the first 100 people to participate in the exciting sales event. By Saturday morning, a total number of 350 people had rushed to the DESIGUAL flagship store making a line that went all the way down the street.
From 10am to 11am, with many having 'overnighted' outside the store, the luckiest 100 participants dressed in swimwear gained exclusive access inside the store and chose two free Desigual pieces each. DESIGUAL served to all those standing outside a heartfelt breakfast snack – Spanish typical sweet fried “churros” – and Vitamin water to ease the waiting time.
Although not all were successful in getting the free outfit prizes, all attendants enjoyed the fun party atmosphere and decided to join the event afterwards, taking advantage of the first day of the store's discount sales.
The battle cry that everyone's talking about
“La Vida es Chula” has been Desigual's slogan since the very beginning; it's a way of understanding fashion and life. It's an enthusiastic, positive, optimistic slogan that truly nails their colors to the mast. It’s a phrase that reflects Desigual's raison d'être and is ingrained in the brand’s DNA and core values. A manifesto that explains how to face the world each day that is reflected in a fun, fresh, original way of dressing. We create clothing with passion. Desigual promotes an upbeat, playful and creative attitude which is reflected in all the brand's actions.
Since Desigual began this fun and original marketing campaign the fashion brand has experienced massive success with more than 10,000 people around the world taking part in this unique, fun, carefree and positive experience. The innovative sales campaign has also been launched in other Spanish cities like Barcelona, Madrid, San Sebastian, Marbella and Seville, as well as European cities such as Berlin, London, Paris, Amsterdam and Lisbon. It has also reached the US in places like Soho in New York and San Francisco.
在东京,超过 350 人响应 Desigual“穿着泳衣进店,带着 Desigual 离开”的口号, 参与了品牌在亚洲举办的首次全球著名的推广活动
6 月 24 日,东京 – 上周六,来自巴塞罗那的世界知名服装品牌 Desigual,在日本东京原宿区旗舰店举行了品 牌在亚洲的首次全球著名的推广活动 - “Desigual 半裸派对”。
从周五晚上开始,人们在 Desigual 旗舰店外排起长龙。大家都兴致勃勃,希望能够成为最先进入店铺的 100 名幸运参与者之一。截止周六上午,共有 350 名参与者赶赴 Desigual 东京原宿区旗舰店,沿街排队等候活动 的正式开始。
从上午 10 点至 11 点,经过漫长的通宵等待,前 100 名幸运参与者手持有趣的奖牌,身着泳衣进入店铺,争先 恐后地选择两件免费的 Desigual 衣服。Desigual 为所有在店铺外等候的人们准备了一份早餐 - 西班牙特有的 香炸“churros”和维他命水。
虽然只有一部分的参与者得到了免费的 Desigual 奖品,但是所有的参与者都乐在其中,并参加了活动当天的其 他优惠活动。
“La Vida es Chula”是品牌由创业开始就一直提倡的口号。这是一种对时尚和生活的理解。这是一个激情的, 积极的,乐观的口号。这个短语不仅体现了 Desigual 的品牌宗旨,也表现了品牌的基因和核心价值。这个宣 言诠释了如何从有趣的,新鲜的,原汁原味的穿衣方式来面对每一天。我们用激情设计服装。Desigual 从各方 面提倡乐观的,俏皮的和有创造力的生活态度。
自从 Desigual 开始举办这个趣味十足的独创推广活动,品牌取得了巨大的成功。全球超过 10,000 人参与体验 了这个独一无二的,有趣的,无忧的,乐观的活动。这个创新的推广活动不仅在西班牙的巴塞罗那,马德里, 圣塞巴斯蒂安,马尔韦利亚和塞维利亚举行,而且在欧洲的柏林,伦敦,巴黎,阿姆斯特丹和里斯本掀起浪 潮。也曾在美国纽约和旧金山取得热烈响应。