Online and catalogue fashion retailer bonprix will launch its first television advertising campaign in the UK on ITV this week. (October 14th)
The three-week campaign will also see the brand’s adverts shown nationally on ITV2 in order to raise brand awareness, recruit new customers and increase traffic to bonprix.co.uk. The advertisements will feature in a mixture of primetime and daytime slots, to reach bonprix’s core female consumer demographic.
Based in Bradford, bonprix UK is a division of Freeman Grattan Holdings (FGH), which is owned by global retailer Otto Group.
Britta Bahlmann, business unit director of bonprix, believes that now is the right time to boost advertising for the UK market after seeing “considerable sales growth” in the company following the past couple of years of building the retailer’s online presence.
The TV advertisements will be supported by a wider marketing push that includes campaign posts and competitions on Facebook, pre-roll ads on ITV Player and door drop flyers and media inserts in women’s magazines as well as weekend newspaper supplements in Yorkshire and Northern regions in the UK.
The fashion retailer has also introduced an offer for new customers which will feature across the campaign. First time shoppers will receive £10 off and free delivery on their first order over £40.
Launched in 1986, the bonprix Group is a €1bn business with a strong presence in more than 25 European countries. The catalogue and online shopping brand now fulfils 20 million orders per year from across Europe.