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Reiss hunts web customers with dramatic ad campaign

Premium chain Reiss has launched its boldest advertising campaign to date as it attempts to engage with shoppers who use online technology to make their purchases.

The autumn 10 campaign, called Elements, includes dramatic black and white images of a man and a woman battling the elements. The campaign focuses on Reiss’s core pieces - suits, coats and dresses - and aims to create a “confident and captivating visual statement”, according to the 63-store retailer.

As Drapers went to press, an online teaser movie was set to launch across fashion blogs, Facebook and Twitter to build momentum ahead of the campaign’s September launch.

The full campaign will feature ads in magazines including Pop and Arena Homme Plus, as well as bus-stop posters, which will allow shoppers to interact with the campaign.

Using mobile technology, shoppers can access the teaser movie by taking a photo of a QR (quick response) code on the ads. Reiss will also launch a transactional iPhone application in September.

Reiss brand director Andy Rogers said: “We have focused the creative delivery of the campaign towards a global viral communication and, therefore, ecommerce. We’re trying to engage with our customers and new people on the web.”

The campaign coincides with the retailer introducing more luxury pieces with higher price points, such as a sheepskin coat for £550.

Reiss is the latest premium high street chain to use statement imagery to drive sales. The launch of French Connection’s quirky ‘The Man, The Woman’ campaign for spring 10 featuring black and white photography and cryptic sentences created a stir in the industry and among shoppers. The latest incarnation of the French Connection campaign for autumn 10 will hit stores on August 2.

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