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Case Studies

FIRM

Five Below

OVERVIEW

In 2002, Five Below was a new retail concept positioned to become the leading extreme-value retailer to the teen market and beyond. Five Below offers thousands of trend-right products for teens, as well as pre-teens and other value-minded consumers, all of which are priced from $1.00 to $5.00. Five Below's dynamic assortment of merchandise includes everything from sporting goods, games, wearables and jewelry, to hobbies and collectibles, bath and body, candy, snacks and beverages, room décor and storage, stationery and school supplies, computer software, books, electronic accessories, novelty and "gag" items, and seasonal items. By combining exceptional value with trend-right, quality merchandise in a vibrant shopping environment, Five Below has reinvented the traditional five-and-dime for today's younger generation, and has launched a new retail category within the specialty discount market. At Five Below, "Whatever You Got Will Buy A Lot." Headquartered in Philadelphia, Five Below has more than fifty retail locations in Delaware, Maryland, New Jersey, Pennsylvania and Virginia.

BUSINESS OPPORTUNITY

David Schlessinger, creator and founder of Encore Books and Zany Brainy, along with Tom Vellios, former CEO of Zany Brainy, created and developed the cool new Five Below retail concept, and they opened their first Five Below store to great acclaim in suburban Philadelphia in October 2002. Five Below's strategy was to create a grand opening marketing model that could be used to facilitate rapid growth of Five Below store locations, both within the Philadelphia Metro market and along the East coast.

SOLUTION

Bari Consulting Group helped develop the grand opening marketing model in 2003 which included various interwoven marketing elements: grand opening weekend events/experience, promotions (contests, giveaways, in-store entertainment), radio commercials and DJ promotional appearances, public relations, community outreach (schools, camps, youth programs, etc.), advertising buys (radio stations, newspapers), flyers, in-store signage, etc.

RESULTS

Five Below has attained great success in growing from a single location concept store in 2002 to more than fifty retail locations in Delaware, Maryland, New Jersey, Pennsylvania and Virginia in 2006.

Note: The creative work showcased in the portfolio section on this Web site was developed, in whole or in part, by the principals of Bari Consulting Group who, through the course of their careers, have created these works for the various companies and organizations in their capacity as a consultant, employee and/or representative, sometimes in collaboration with other graphic artists, agencies and/or firms.