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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.


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