Jacques Vert Group, the womenswear company behind Jacques Vert, Windsmoor, Kaliko and Planet, has splashed out £250,000 on its biggest-ever marketing campaign as it seeks to “shout from the rooftops” about its core categories.
The Mum & Me Coatwalk, fronted by mother and daughter actresses Joanna David and Emilia Fox, has been spearheaded by group marketing director Mark Aldridge, who took on the role at the start of the year. Aldridge said the campaign signalled a new direction for the business.
He said: “Our strategy is to turn up the volume when we have the right message and the right product.
“We can stand on the rooftop and shout about it today. We feel that coats, along with our dresses and petite range, are exceptional.”
As part of the campaign, which kicked off this week, department stores such as Debenhams, John Lewis and House of Fraser, as well as some of the company’s standalone stores, will feature point-of-sale displays showcasing coats from the campaign. A website has been set up at www.coatwalk.com featuring the coats and click-through to retailers’ websites. Advertorials will appear in Mail on Sunday magazine You.
The campaign is also supporting breast cancer fundraiser Think Pink through catwalk show donations and a percentage of sales from a coat.