Recently walking on my way to work up Post Street, I noticed something odd in the Brooks Brothers’ store window. It was a ballet costume, glittering and surreal. (There I was, feeling five years old again–wowed–just like when I met the REAL Cinderella in the Magic Kingdom castle at Disney World.) The window looked ancient, luminescent, lovely and out of place amidst the pristine, modern and casual windows of its Gap, Mango, and Diesel neighbors. The next day a princely matching uniform was in their other window along with an announcement for the San Francisco Ballet Opening Gala for the 2009 Season.
Over the last two weeks random shop windows have continued to catch my eye with strategically placed costumes from the SF Ballet in promotion of the open of their season. It’s cool rogue marketing and I applaud the team behind it. It’s discreet yet flamboyant, just like ballet. I thought this was a really sweet way to tap into their market–the displays were in the high-end shops that surround my office building where, undoubtedly, the clientle that’s apt to buy season tickets to the ballet pop in for a cashmere wrap, pearl stud earrings, or new leather boots for their generally well-shod feet. It’s a strikingly tasteful and simplistic idea.
Ever since dressing up in my mom’s Sugar Plum Fairy tutu that she saved from her high school Nutcracker days and my own kiddie dance recitals, I’ve had a soft spot for the balletic arts. Combined with a chic and collaborative promotional effort, the ballet couldn’t look better. This marketing effort was both theatrical and practical.
Here are the sneaky surprise windows that I noticed over the last few weeks…I’ll admit some of the effect of these windows is lost when taken out of the context of the surrounding jeans, trendy trench coats and magenta stilettos in neighboring windows. Perhaps part of the joy came from discovering each unexpectedly. And yes, I’m aware this makes me a nerdy, girly, ballet fan. I’m okay with it. At least I know a good marketing campaign when I see one. On with the show…
Brooks Brothers’ window:
SF Ballet - Brooks Brothers
SF Ballet - Brooks Brothers
“Giorgio Armani salutes San Francisco Ballet”:
Giorgio Armani
Shreve’s donates (I’m assuming donates, but not sure) its Mikimoto displays:
SF Ballet - Shreve
SF Ballet - Shreve
Ralph Lauren’s windows feature SF Ballet “Russian Treasures” (caught this one at night on the way home):
Ralph Lauren - "Russian Treasures"
Ralph Lauren - "Russian Treasures"
But hold the applause, because there’s even more–SF Ballet’s got a blog, and Facebook page, and YouTube account. Someone at the SF company knows what they’re doing with social media and strategic marketing. For the skeptics out there, here’s a quick clip to catch your eye if you’re not close enough to Union Square to catch a window display:
