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Marketing Initiative of the Year: Wrangler

At a time when most fashion businesses have been playing it safe, one brand was bold enough to launch a marketing initiative that got everyone else talking.

Wrangler’s Red campaign went back to basics to illustrate man’s most primal urges with a strong, highly charged print and online campaign. The strapline ‘We Are Animals’ supported the passion behind the ads, which used the colour red as a motif for emotion. An exclusive installation in Selfridges buoyed sales even more, while making the clip available to opinion-forming bloggers allowed Wrangler to tick all the communication boxes and attract a young, hip audience. So successful was the campaign that the brand will develop it further for spring 11. It won’t be for the faint-hearted.

Finalists

Highly commended

1. Beales

Beales launched its elegant ‘Love Beales’ campaign across all aspects of the business’s communications to connect with its customers on an emotional level.

2. French Connection

Bold and brave, French Connection goaded the vegetarian community with its slogan ‘Eat Meat. Dress Well’, part of an advertising campaign that saw the retailer split its ads to target men and women separately.

3. eBay Fashion Outlet

eBay partnered awith the UK’s most widely read fashion weekly, Look, creating a dedicated Look collection on its site and inviting the press to view its Fashion Outlet site.

4. John Lewis

To drive home its ‘Never Knowingly Undersold’ message, John Lewis launched its biggest-ever TV ad campaign, creating a huge response on blogs and social networking sites.

5. Joules

Being the true multichannel retailer that it is, Joules launched the Catazine this year - a hybrid of a catalogue and magazine, which spawned a lifestyle magazine and drove customer retention.

6. Lipsy

Young fashion brand Lipsy teamed up with pop star of the moment

Pixie Lott to create The Pixie Collection, a range of festival-inspired partywear. Lott’s endorsement helped Lipsy garner widespread national press exposure.

7. New Look

Getting to the hearts of its customers is key for New Look, which launched a 12-week campaign on New Look TV where members of the public sent in audition tapes to present a TV show.

8. Xile clothing

Xile ramped up its in-store magazine offer this year by upping the number of pages and increasing the distribution, resulting in considerable growth in new customers.

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