Online fashion retailer Very.co.uk is launching its spring 2012 collection with a celebrity-backed integrated marketing campaign, under the banner of ‘Love your Wardrobe’.
The push has been devised by agency Indicia – which last year won the DMA Awards Grand Prix for for Very.co.uk into the mother and baby market – and is driven by the premise that despite loving gorgeous style, women often feel uninspired and demotivated by fashion.
They may have a wardrobe packed with clothes, but women still feel that they have nothing they want to wear. With ‘Love your Wardrobe’, Very and Indicia attempt to solve women’s fashion dilemmas.
To launch the new season, Indicia has launched an email push that introduces Very’s prospects to the Very Style Experts – celebrities Fearne Cotton and Holly Willoughby, stylist Kirsty Drury and fashion blogger Suzi Tse.
The celebrities share their 3 Step Guide to “loving your wardrobe”, showing women how to update their style staples for a range of spring’s hottest trends, demonstrating how easy it is to transform their look for the new season.
The emails are supported by specially created landing pages within the Very.co.uk website and a direct mailpack that was tailored to each prospect’s individual style preferences.
To deepen engagement, Indicia has also created a social media strategy, as well as SMS, online display and press ads in the Metro.
Indicia creative director Ian Bates said: “We’ve launched a story to activate the brand with women across the UK. This is the next thrilling instalment of ‘Love your Wardrobe’ – clearly focused on delivering results.”
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