La Redoute plots relaunch blitz

La Redoute plots relaunch blitzMail order giant La Redoute is planning a major relaunch to coincide with the 20th anniversary of its UK launch, following a management buyout.
The UK is one of the biggest markets for the company outside France, where it was first established in 1837 but it currently has less than 1% market share in this country.
The relaunch campaign, which will include TV, outdoor, press and social media will be designed to turn it into the “go to French fashion brand” in the UK, according to marketing manager Heidi Kenyon-Smith.
The company says it will redirect some of its traditional direct mail budget to fund the other marketing activity, but catalogues will remain an important part of the business.
Kenyon-Smith added: “Our prompted brand awareness is quite high but our unprompted brand awareness is a challenge. For the relaunch we will be investing heavily in increasing brand awareness. We are also planning to do some kind of experiential marketing campaign where we are out on the streets.”
In the UK, 70% of orders are now placed online, compared to 85% in France , where its website is the most visited for womenswear.

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