In order to prove that Best & Less was just as trendy as those upmarket stores, the clothing chain devised the L&B experiment in conjunction with advertising agency, Banjo.
Setting up the couture of a boutique shopping store delectably named L&B (B&L backwards, did you get that?), hidden cameras captured the faces of those who thought they were spending $140 only to get up the counter and have $100 knocked off the price.
One woman who confessed she was a “snob” and “wouldn’t go to Best & Less” was shocked when she learned the high end fashion was in fact Best & Less clothing.
The experiment came after Banjo’s appointment to the company and has been a continual process to prove to Australian women that you don’t have to spend heaps to look good.
“We needed to remove the stigma attached with the brand name so that those who had previously dismissed us would have the opportunity to experience great affordable fashion for themselves.” Peta Morton, senior planner at Banjo, said.
Jee Moon, head of brand and marketing at Best&Less, added: “I knew we needed to do something really different to the category in order to change customer perceptions. We’re not in a position to out-spend, so we need to out-smart. We’re passionate about making fashion accessible to all, and we’re taking a stand to prove that customers can have low price AND high fashion, without compromise.”
Check out some of the reactions in the video below.