THE OUTNET.COM’s upcoming FW15 campaign – Three key trends for the season: sleek minimalism, luxe boho and an embellished look
Exciting news about THE OUTNET.COM’s upcoming FW15 campaign. Debuting in September, the campaign concept has evolved from the thrill of the hunt to the joy of the find itself with customer insights helping to drive both the creative concept and advertising strategy for the season.
The campaign features Katryn Kruger (pictured) who has previously fronted campaigns for the likes of Dior, Prada and Oscar de la Renta and was shot by Greg Kadel.
The campaign highlights moments of ‘unrestrained joy’ – those moments sparked by a designer piece, from the perfect figure sculpting dress to the must-have stiletto that instantly transforms an outfit. It captures the essence of both ‘love at first sight’ from the initial find to the sustained excitement and appreciation of revisiting a treasured piece in one’s wardrobe.
The campaign features three key trends for the season: sleek minimalism, luxe boho and an embellished look for the holiday period, featuring model Katryn Kruger and shot by Greg Kadel. Each image captures the personal connection between the subject and her favorite designer piece. Immersed in the wonder of her purchase, elegant yet dynamic poses emphasize the movement of the product, while the model looks back at her purchase, running her fingers over every detail, giving viewers a glimpse into her feeling of joy.
Capturing this emotional connection was key for the campaign, as THE OUTNET.COM’s core customer revels in the opportunity to discover unique, designer finds. She is motivated by special pieces that resonate with her own personal style and catch her eye.
“Customer research and insights have helped to drive both the creative concept and advertising strategy for fall/winter 2015. When launched in September, the campaign will be fully integrated across all touch points to provide our customers with a socially engaging, 360-degree experience,” says Andres Sosa, Global Director of Sales and Marketing.
Customer insights cite print media as the number one source of inspiration which informed the basis of the advertising spend this season. With 56% of total traffic on site being driven from mobile phones and tablets, the campaign also focuses on these devices, as well as other digital platforms. Advertising will feature across THE OUTNET.COM’s five key territories – UK, US, Australia, Germany and France.
Debuting in September THE OUTNET.COM’s fall/winter 2015 campaign will feature in Harper’s BAZAAR US, Marie Claire Australia, Vogue Germany, Sunday Times Style and Vogue UK to name but a few.