McArthurGlen has splashed out €4m (£3.4m) on its first worldwide advertising campaign to promote its denim offer, following strong sales in the category.
The Art of Denim advertising drive is the designer outlet retailer’s first international campaign, as well as its first category promotion.
The campaign, which will launch on August 31, will feature events at each of McArthurglen’s 21 outlets, including specially created denim hubs with tailoring and styling services, as well as further savings on denim lines.
The campaign will run across print, digital and outdoor advertising in Europe, Brazil, China, Russia and south Korea before it finishes on November 5.
It will also feature in a special 12-page supplement in international editions of October’s Elle magazine in countries including the UK, Germany, the Netherlands and Greece, which will look at the history of denim and include style tips.
The partnership with Elle will also see McArthurglen launch the Art of Denim Award, a competition to find the best denim stylist in all the participating countries.
McArthurGlen chief executive Julia Calabrese said: “The campaign is about making shopping fun and stimulating.”
Denim proved a strong category at McArthurglen last year, with more than 5 million pieces of denim, nearly 600 per hour, sold during the year across its outlets.
The retailer has seven UK centres: Swindon, York, Ashford, Bridgend in Wales, Ellesmere Port in Cheshire, south Normanton in Derbyshire and Livingston in Scotland.
The campaign activities kick off in the UK between the October 5 and 20.