BrandAlley unveils first advertising campaign since MBO
Online retailer BrandAlley UK has unveiled a new advertising campaign designed to push its luxury offering and to help dispel what it says are the negative connotations around discount shopping.
'Alice All Grown Up', the company’s first major campaign since it completed an MBO in January 2013, comes as the number BrandAlley members passes the three million mark for the first time.
Launching in print and online this month, the campaign takes the theme of a grown up Alice in Wonderland featuring a mad hatter-style tea party, Alice tumbling down the rabbit hole and Alice all grown up.
BrandAlley’s marketing and PR director Melissa Littler said: "This is a very exciting time for our business. After our recent MBO, this is our first chance to position ourselves for future growth and as an on-going partner for the brands we represent.
"Our members love to bring their aspirations to life through their wardrobe, home and garden, creating their own bespoke designer worlds. This inspirational new campaign really brings to life the luxury offer our savvy members can afford by shopping with BrandAlley."
BrandAlley said its new tagline, "The Emporium of Style and Luxury", had been created to emphasise the range of products available to members and to dispel the negative connotations around discount by celebrating savvy shoppers who maintain their lifestyles by shopping smarter.
As part of the new campaign, BrandAlley will also host a garden at Chelsea Flower Show in May to celebrate its fifth birthday and the centenary of the event.
Littler added: "Chelsea is the perfect fit for us because of our growing home and lifestyle offer. It also marks the next level of creativity and excellence that we will bring to every aspect of our business with our new structure and independence."
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