McArthurGlen rolls out pan-European ‘Colour Me Happy’ campaign
McArthurGlen is readying a European-wide campaign to promote the arrival of Spring/Summer collections to its 20 designer outlets.
The ‘Colour Me Happy’ activity follows the global roll out of ‘The Art of Denim’, a €4m campaign that was launched in partnership with Elle magazine. This most recent campaign will predominantly focus on accessories.
The creative for the print ads was inspired by the kaleidoscope and each feature vibrant colours and graphic patterns created from different items.
There are separate colour themes for men’s, women’s and joint gender campaigns with Julia Calabrese, McArthurGlen’s CEO, explaining that “accessories shopping is about adding a touch of colour to your wardrobe, and using the kaleidoscope as a theme gives us the opportunity to also introduce a sense of theatre, and movement.”
She continued: “We chose spring to launch this particular campaign given that this is the time when shoppers look to accessories as the smart and easy way to add a new, seasonal twist to their wardrobe. As the campaign name implies, Colour Me Happy is designed to bring colour and a sense of fun to shopping for accessories – a staple of every fashion-loving shoppers’ wardrobe, whatever their gender and whatever their age.”
The campaign is set to target the male and female shopper (men account for an average 60 per cent of McArthurGlen’s sales) and will be supported by digital and outdoor advertising across Europe, as well as a special promotional video and accessories e-Look Book, both hosted on the centre consumer websites
Between 3 April and 24 May, the retailer will also be holding a series of in-centre and in-store events across its 20 stores, offering styling tips and inspiration and special prices on some of its limited-edition lines.