ABOUT

Tasked with appealing to a broader audience we delivered our AW16 campaign around owing the 'second bag' territory to new and existing customers.

Trend research showed us the proliferation of the 'second bag' with more and more female customers carrying more than one bag to accommodate what they need with them in their busy lives.

We used our new AW16 Capsule Bag Collection as an integral part of the campaign to showcase a new, relevant and contemporary looks for CK by using a modern, relevant tone of voice and visual execution. Using a 'toned down' version of print and products which was critical to re-engaging consumers and broadening our appeal to a wider audience. We also worked closely with a high profile celebrities who index well among core and current customers as well as a series of influencers to tease out the campaign to drive interest.

The campaign ran in all 78 of our stores along with an advertising campaign in Stylist and Stella Magazine and a social media campaign across all of our channels with the hashtag #embraceyourbaggage. This provided great reach for the campaign, plus invaluable UGC both on our website and for our social channels through Instagram and Twitter.