At Je m’Apelle Nikki, the company came up with an idea to help boost sales during this global recession. While the US had a cash for clunkers campaign, Je m’Apelle Nikki decided to give clients that traded in their older bras 7,50 euro towards the purchase of a new bra! The campaign is officially called the Bra Scrap Scheme.
Boutique Founder Nikki Crouwel says about the campaign: “This recession is not only harming the car industry, it is painful to the fashion and lingerie sector as well. But this witty campaign that refers to the car scrap scheme in a lighthearted way, has surprising earned attention and increased our sales. Most important, we can send the returned bra’s to a good cause.”