Very launches new advertising strategy for 2013
Online department store Very.co.uk is to launch its first-ever Spring/Summer advertising campaign as part of a new always on strategy for 2013.
In previous years, Very has focused its advertising on the Autumn/Winter trading period. However in 2013, the brand will widen its advertising strategy to support new products and trends throughout the year.
Launching on 7 March, a new 10-second advert will appear on TV every week throughout March, April and May. The ads, created by retained agency St Luke’s, will showcase Very’s latest trends and key pieces, with most of the products featured coming from Very’s own-brand fast fashion range, Love Label.
The latest adverts will open on the same futurist HQ seen in Very's Autumn/Winter and Christmas advertising campaigns, with longstanding brand ambassador Holly Willoughby asking her co-workers ‘So, what’s the very latest?’. Each week, the girls then spring into action to reveal models strutting down a stylistic sci-fi catwalk wearing the latest looks and trends.
The £4.2 million integrated Spring/Summer campaign will run across TV, print and digital.
Jon Owen, retail director for Very.co.uk, explained: "Having generated strong double digit sales growth since launching Very.co.uk in 2009, this campaign is reflective of the next stage of our growth strategy. We’re also delighted to be supporting our fast growing fashion brand, Love Label, with its first above the line campaign."
Neil Henderson from St Luke’s said: "Very.co.uk is setting the agenda in online retailing. This ‘always on’ advertising strategy is another example of how the brand is exploring new ways to fuel its already stellar growth."
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