McArthurGlen launches a global campaign focusing on denim

By

Olivier Guyot

Published
Aug 26, 2013

In Brazil, China, Russia, South Korea and across Europe: McArthurGlen is launching a global campaign. The group, which specializes in the development and management of designer outlet centers, announced that the focus will be on denim, starting on August 31. With “The Art of Denim,” McArthurGlen will showcase the denim offerings from the labels carried in its centers.

In a press release, Julia Calabrese, the group’s CEO, explained: “The campaign is about making shopping fun and stimulating, creating a retail experience rooted in fashion history, and one that reflects that our centers offer the most sought-after names in the world of fashion. It also comes at a time when denim continues to be a huge trend for the Autumn/Winter collections."

The group has invested some 4 million euros in this campaign, which will involve its 21 European centers. It notes in passing that last year the brands carried in its stores sold more than 5 million denim items.

To help it promote its first-time marketing initiative, the group partnered with ELLE magazine’s international editions. It created a 12-page supplement that will appear in the English, German, Greek and Dutch versions of the magazine, as well as multi-page advertising for the Brazilian, Chinese, Korean and Russian editions. Above all, the group and the magazine are launching a competition, named "The Art of Denim Award." Denim stylists will be able to compete between September 16 and November 10. The winners, chosen by a jury of specialists, will see their work highlighted in a later edition of the magazine.