Home / Knowledge / News / Fashion / McArthurGlen to unveil 'Colour Me Happy' campaign
McArthurGlen to unveil 'Colour Me Happy' campaign
Jan '14
McArthurGlen, Europe's leading owner, developer and manager of designer outlets, is to launch a multi-million euro accessories campaign across Europe, Colour Me Happy, to support the arrival of the Spring/Summer collections at its 20 Designer Outlets across Europe.

The Colour Me Happy campaign will open on 3 April 2014 at McArthurGlen's UK centres and close on 24 May at McArthurGlen's designer outlets in France. The category promotion will include all types of accessories, from footwear, bags, jewellery and leather goods, to lingerie and homeware items.

Julia Calabrese, McArthurGlen's CEO, says: "We chose spring to launch this particular campaign given that this is the time when shoppers look to accessories as the smart and easy way to add a new, seasonal twist to their wardrobe.

"As the campaign name implies, Colour Me Happy is designed to bring colour and a sense of fun to shopping for accessories - a staple of every fashion-loving shoppers' wardrobe, whatever their gender and whatever their age."

This is McArthurGlen's second Europe-wide category promotion, following last autumn's launch of The Art of Denim. One accessories product is sold every 30 seconds at McArthurGlen's centres, located across eight countries in Europe (Austria, Belgium, France, Germany, Greece, Italy, the Netherlands and the UK) and home to some of the most sought-after names in luxury, designer and lifestyle fashion, including such accessories brands as Baldinini, Clarks, Coccinelle, Folli Follie, Fossil, Fratelli Rossetti, Furla, Links of London, Lulu Guinness, Mulberry, Moreschi, Swarovski, Swatch and TAG Heuer.

Accessories' sales at McArthurGlen's centres are particularly strong among the increasing numbers of global shopping tourists, especially from China, South-East Asia, South Korea, Russia, Brazil and the Middle East. Julia adds: "Many of our international shoppers have a culture of buying gifts for friends and family back home when on their travels and they love to buy accessories from the many luxury brands at our centres - it's an easy way of accessing these brands."

The Colour Me Happy campaign features vibrant colours and graphic patterns (both key trends in the Spring/Summer 2014 collections) inspired by the kaleidoscope. Julia adds: "The word 'kaleidoscope' is derived from Greek and means 'the observation of beautiful forms' - fashion is about beauty; we at McArthurGlen pride ourselves on creating beautiful shopping environments." 

With the kaleidoscope for inspiration, the campaign will utilise the full spectrum of colours, with separate colour themes for men's, women's and joint gender campaigns. Julia adds: "Accessories shopping is about adding a touch of colour to your wardrobe, and using the kaleidoscope as a theme gives us the opportunity to also introduce a sense of theatre, and movement."

The campaign will be targeted equally at the male and female shopper (men account for an average 60 per cent of McArthurGlen's sales). It will be supported by print, digital and outdoor advertising across Europe, as well as a special promotional video and accessories e-Look Book, both hosted on the centre consumer websites.

At centre level, shoppers will benefit from the many brands offering additional savings on accessories. McArthurGlen's Designer Outlets will also be holding a series of in-centre and in-store events, offering styling tips and inspiration, with some brands making special, limited-edition lines available for the promotion.


Must ReadView All

Pic: Shutterstock

Textiles | On 3rd Dec 2020

PRC overtakes US to turn EU's biggest trading partner

China has overtaken the United States in the third quarter of this...

Pic: Shutterstock

Textiles | On 3rd Dec 2020

Vietnam's textile-garment exports likely to reach $34 bn

Vietnam's textile and garment industry is predicted to earn $33.5-$34 ...

Pic: Shutterstock

Textiles | On 3rd Dec 2020

Uzbek firm to supply cotton fabrics to Ukraine

Uzbekistan's Textile-Contact Company recently signed a $12-million...

Interviews View All

Smarth Bansal, Colorjet India Limited

Smarth Bansal
Colorjet India Limited

We would like to venture more companies into the Indian market

Angelina Francesca Cheang, MY ANJE

Angelina Francesca Cheang

'Consumers in the age-group 21 to 38 are driving the activewear trend'

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Ritu Ajbani & Neha Agarwal,

Ritu Ajbani & Neha Agarwal

Petit Royal, co-founded by entrepreneurs <b>Ritu Ajbani and Neha...

Ravi Kant Prakash,

Ravi Kant Prakash

A crucial role in the process of fabric manufacturing is played by the...

Alon Moshe,

Alon Moshe

Israel-based Twine Solutions is a technology start-up that has developed a ...

Pierre Wiertz, EDANA

Pierre Wiertz

EDANA, the international association serving the nonwovens and related...

Lynda Kelly, Suominen Corporation

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Giorgio Mantovani, Corman S.p.A

Giorgio Mantovani
Corman S.p.A

Giorgio Mantovani, MD of Corman, with a presence in both Milano and New...

Robert Brunner, Devereux

Robert Brunner

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Sneha Arora, Label Sneha Arora

Sneha Arora
Label Sneha Arora

Sneha Arora, an alumnus of National Institute of Fashion Technology,...

Madhu Jain, Madhu Jain

Madhu Jain
Madhu Jain

She grew up in the walled city of Old Delhi, completed her studies, and...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

December 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search