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Fashion Retailer Addition Elle Launches a US eCommerce Website

 - Sep 14, 2017
References: additionelle & strategyonline
Canadian fashion retailer, Addition Elle, is bringing its messages of body positivity and inclusiveness to an American market with the unveiling of a New York-based pop-up shop, to promote the company's localized eCommerce website.

The launch of the pop-up and online store coincide with the brand's participation in a New York Fashion Week runway show, which featured model Ashley Graham debuting her eponymous lingerie line. The brand's entire campaign focused on female empowerment, and called upon various style icons who share the brand's democratic approach to fashion.

Addition Elle effectively leveraged its participation in New York Fashion Week to to increase its brand awareness, while simultaneously responding to a growing American demographic of young women seeking more accurate representation.