McArthurGlen celebrates the ‘real you’ for SS15

McArthurGlen’s Spring/Summer 2015 marketing campaign celebrates the ‘real you’ in each and every one of the fashion-loving consumers who go shopping at the 20 McArthurGlen Designer Outlets across Europe.

This latest campaign looks to engage consumers, both regular shoppers and new ones, whoever they are, however they feel, and whatever their reason for going shopping, especially for fashion: whether they are ‘In-The Know’, ‘Fashionably Impatient’, ‘Style Hunters’, or ‘Spring Fashion Lovers ’.

Each year, Europe’s leader in designer outlet retailing talks with more than 35,000 of its customers across the region to find out just who their shopper is – who the ‘real you’ is.

This ‘real you’ is now celebrated, and reflected, in McArthurGlen’s multi-million euro SS15 campaign, which will run across the eight countries where McArthurGlen’s 20 Designer Outlets are located, namely Austria, Belgium, France, Germany, Greece, Italy, the Netherlands and the UK.

The campaign is also being rolled out across the key markets of China, Korea, Russia, Brazil and Southeast Asia, home to some of the world’s highest-spending international shopping travellers and key shoppers for many of McArthurGlen’s Designer Outlets.

Shaeren McKenzie, McArthurGlen’s Group Marketing Director, says: “Our SS15 campaign is about the real you; whoever you are, whatever your mood and whatever the moment – and whatever the reason you are shopping at one of our Designer Outlets. You might be looking for inspiration, hunting for a sought-after item, or an excuse to buy something that captures your heart: the key message is that you can find what you’re looking for at McArthurGlen’s Designer Outlets – and, best of all, you can find it for less, 30-70 per cent less.”

The campaign marks the arrival at McArthurGlen’s Designer Outlets of millions of new fashion items reflecting the latest seasonal trends. Trends that include:

• The Seventies: with a new twist going beyond ‘make love, not war’.
• Stripes: from nautical easy to a playful chaos of combinations.
• Floral & fauna prints: big and tropical rather than English and dainty.
• Utilitarian: as sportswear functionality fast becomes a basic for menswear and womenswear.
• Denim deluxe: used in all sorts of innovative and creative new ways.

All these trends will feature in the individual Spring/Summer Lookbooks of each of the consumer websites of McArthurGlen’s 20 centres.

Click to see the behind-the-scenes video of the making of the campaign.