Value Retail Europe, the creator and operator of the Collection of Villages across nine major cities in Europe, tasked Red Bridge with enhancing its fashion credentials and positioning the Villages as must visit shopping destinations for stylish Chinese consumers visiting Europe.
The challenge was that the Collection of Villages are outlets, selling past season’s merchandise at up to 70% off recommended retail prices. While the features and travel editors recognise they are excellent shopping destinations offering an unparalleled level of service, hospitality and value for outbound Chinese tourists, getting the Villages featured in top tier fashion pages was a very different matter. Firstly the top tier fashion magazines only like to feature current season’s merchandise and, secondly, we can only showcase the brands available within the Villages and not individual fashion items as they are not available everywhere.
Leveraging an engaging Stylist in Residence.
THE BIG IDEA
Our solution was to create a “Stylist in Residence” programme, whereby a rising Chinese stylist is used to develop engaging, fashion forward content that is styled and art directed so to appeal to leading fashion titles and editors.
To overcome our limitations of working with past season collections, the strategy was to advise on overall looks rather than focus on individual items.
Generating maximum editorial exposure & ROI.
To maximise earned editorial exposure and return on investment, Red Bridge secured up and coming stylist Ma Tianyo to become our resident fashion advisor. To add further appeal to the content, rising Chinese celebrity model You Tianyi was also recruited to showcase the looks to their best advantage. Together they worked tirelessly to create a series of assets over the course of five days that could be sold into the fashion and broadcast press – five of whom travelled to Bicester Village, in the UK, and La Vallée in Paris to oversee the shoots.
All looks featured a cross section of leading international brands and were carefully art directed to deliver strong directional looks that could support our ongoing editorial calendar across all channels for a six months period. The brief was to create looks that reflect not only current trends, but that celebrate individual style and inspiration for appropriate occasion wear.
It’s all in the numbers.
CHINESE CONSUMERS REACHED THROUGH PRINT & DIGITAL MEDIA (FEB – JUNE 2016)
DEDICATED PAGES OF FEATURES SECURED IN 6 KEY FASHION PRINT PUBLICATIONS
ARTICLES APPEARED IN FASHION PAGES OF PRINT PUBLICATIONS & DIGITAL EDITIONS
OF ARTICLES CONVEYED KEY MESSAGES
VIEWERSHIP SECURED THROUGH SEEDING OF VIDEO ASSETS
INCREASE IN SPENDING YEAR ON YEAR FROM CHINESE TOURISTS IN VILLAGES
BICESTER VILLAGE IS NOW 2nd MOST VISITED CHINESE TOURIST ATTRACTION IN UK