Quite self-confident
Fashion The bilingual agency Numéro 10 from Bern wants to dress urban-oriented German-speaking Swiss women with La Redoute.
Fashion The bilingual agency Numéro 10 from Bern wants to dress urban-oriented German-speaking Swiss women with La Redoute.With a positive awareness development after two first advertising waves in 2003 and 2004, the agency Numéro 10 for La Redoute now wants to make known not only the name but also the fashion competence of the mail order company. In France, La Redoute is now considered the number one fashion mail order company. Founded in 1873, the company launched its first catalog in 1928. La Redoute is now using this sales tool to catch customers in eight countries. In addition to Austria, Belgium, Spain, the USA, England, Portugal and Sweden, La Redoute today also achieves annual sales of around 60 million Swiss francs in Switzerland, 30 percent of which are generated by Internet orders.
In 2002, the French company was already number two behind Veillon in the French-speaking part of Switzerland, with an awareness level of 90 percent. In German-speaking Switzerland, the company is still up against traditional and well-established brands such as Spengler, Jelmoli and Ackermann, as well as competition from Germany with Otto and KarstadtQuelle.
"Fashionista" is targetedLa Redoute's Helvetian communication wants to address Numéro 10 to the "fashionista". This woman is 20 to 40 years old and receptive to the new, the different, the change. "She is very active and mobile," according to Gilles Aeby. The Head of Strategic Planning at Numéro 10 further describes the core attributes of this woman and her fashion as democratic, free, fresh, slightly rebellious, spontaneous, inventive, passionate, different and emancipated. The campaign therefore shows a "fashionista" who knows exactly what she wants, "in fashion and in life in general".
Implemented this idea is with a woman sitting in the car, "because one's car, like clothes, are a kind of second skin, a way to express his individual expression and personal preferences". Sitting in the car also because this pose as a symbol is commonly reserved for men. Numéro 10 wants to show the image of a modern and confident woman with a female protagonist at the wheel. "The woman who knows where things are going now claims the status symbol car for herself."
The campaign accompanies the launch of the spring/summer collection 05 and the new fashion catalog including internet portal. The campaign uses F12 and F200 posters in the city and suburbs of Zurich, Basel and Bern. The advertisements appear in fashion magazines.
Standing out also with model eventsFor earlier campaigns, La Redoute already organized a fashion dinner in Zurich in 2003. Out of 270 amateur models, 10 were selected, trained and styled for a catwalk. The event was covered by "oops" on SF 2 and Tele- Züri. The winner was allowed to
pose in the new catalog. In a similar action in 2004
150 volunteers in Zurich and 300 in Lausanne took part in a swimwear happening in the middle of winter at the "Experience: Bikini on Ice".
With events like this, catalog orders in the million-dollar Zurich have increased by 33 percent after two campaigns. Sales for La Redoute have increased by 44 percent.
Fashion dinner in Zurich: La Redoute organized a catwalk with the model agency Option.
La Redoute's advertising appeals to modern women between the ages of 20 and 40.
The fashion message from Paris is to be heard across all language borders as far as Zurich.
Unbridled into the sea of flowers: Numéro 10 turns to rather brash women for La Redoute.
Numéro 10 is intended to make Conforama better known: Comedian Gerhard Tschan builds the bridge to the audience.
The Bernese agency Numéro 10 presses the gas pedal: For La Redoute, it wants to attract self-confident German-speaking Swiss women. >> page 10
Andreas Panzeri
In 2002, the French company was already number two behind Veillon in the French-speaking part of Switzerland, with an awareness level of 90 percent. In German-speaking Switzerland, the company is still up against traditional and well-established brands such as Spengler, Jelmoli and Ackermann, as well as competition from Germany with Otto and KarstadtQuelle.
"Fashionista" is targetedLa Redoute's Helvetian communication wants to address Numéro 10 to the "fashionista". This woman is 20 to 40 years old and receptive to the new, the different, the change. "She is very active and mobile," according to Gilles Aeby. The Head of Strategic Planning at Numéro 10 further describes the core attributes of this woman and her fashion as democratic, free, fresh, slightly rebellious, spontaneous, inventive, passionate, different and emancipated. The campaign therefore shows a "fashionista" who knows exactly what she wants, "in fashion and in life in general".
Implemented this idea is with a woman sitting in the car, "because one's car, like clothes, are a kind of second skin, a way to express his individual expression and personal preferences". Sitting in the car also because this pose as a symbol is commonly reserved for men. Numéro 10 wants to show the image of a modern and confident woman with a female protagonist at the wheel. "The woman who knows where things are going now claims the status symbol car for herself."
The campaign accompanies the launch of the spring/summer collection 05 and the new fashion catalog including internet portal. The campaign uses F12 and F200 posters in the city and suburbs of Zurich, Basel and Bern. The advertisements appear in fashion magazines.
Standing out also with model eventsFor earlier campaigns, La Redoute already organized a fashion dinner in Zurich in 2003. Out of 270 amateur models, 10 were selected, trained and styled for a catwalk. The event was covered by "oops" on SF 2 and Tele- Züri. The winner was allowed to
pose in the new catalog. In a similar action in 2004
150 volunteers in Zurich and 300 in Lausanne took part in a swimwear happening in the middle of winter at the "Experience: Bikini on Ice".
With events like this, catalog orders in the million-dollar Zurich have increased by 33 percent after two campaigns. Sales for La Redoute have increased by 44 percent.
Fashion dinner in Zurich: La Redoute organized a catwalk with the model agency Option.
La Redoute's advertising appeals to modern women between the ages of 20 and 40.
The fashion message from Paris is to be heard across all language borders as far as Zurich.
Unbridled into the sea of flowers: Numéro 10 turns to rather brash women for La Redoute.
Numéro 10 is intended to make Conforama better known: Comedian Gerhard Tschan builds the bridge to the audience.
The Bernese agency Numéro 10 presses the gas pedal: For La Redoute, it wants to attract self-confident German-speaking Swiss women. >> page 10
Andreas Panzeri
