Matalan has entered into a content partnership with ITV and Time Inc UK to underline the pieces on show at its stores during a fashion and style show.
The partnership, brokered by Electric Glue, will see the rollout of a bi-weekly show called 'Matalan Presents: The Show'. The retailer claims it will be an “entertaining and informative resource for women everywhere, providing hints and tips on current trends, fashion essentials and inspirational ideas for their homes”.
Produced by ITN Productions for ITV AdVenture, the show will be presented by Denise Van Outen. She will be joined by fashion industry specialists including fashion journalists from Time Inc. UK brands and prominent style bloggers.
Featured across the series will be Paula Moore, fashion director for Woman; Caroline Baxter, group fashion director for Woman, Woman’s Own, Essentials and Woman’s Weekly and Josh Newis-Smith, shopping editor for InStyle, as well as Vloggers Kathryn Sharman of Kat got the Cream, Emily Leary of A Mummy Too and Zoe de Pass of Dress Like a Mum.
ITV will broadcast 20 second airtime trailers with Denise which will direct viewers to watch the show at Matalan.co.uk. It will also ads between the likes of Coronation Street and the X Factor, and across ITV, ITV2, ITVBe and ITV Encore.