Every January during the Berlin Fashion Week, BurdaStyle hosts an array of events bringing together people from the industry.
What makes a real sense of style? From 6 March 2019 onwards, Lodenfrey answers this with a native campaign via print and at the point of sale, developed by Burda marketer BCN and premium brand Elle. Under the motto "true style icons", they created an Elle styling with spring must-haves from 15 top brands from Lodenfrey. The participating labels include well-known international brands such as Etro, Polo Ralph Lauren, Brunello Cucinelli and Emporio Armani, as well as German brands such as Odeeh, Talbot Runhof and Windsor.
The aim is to create a world of experience and inspire the Lodenfrey customer with exclusive styling in print, digital and live at the point of sale. The core is a print advertorial in the form of a high-quality fashion shot in Elle's look and feel, in which each brand is staged on an entire page. The outfits are all presented in front of a geometric backdrop by a model who represents the "style icon". The advertorial is accompanied by a "behind the scenes" video on Lodenfrey's website, which is also linked in Elle's newsletter.
Quality to see and feel
At the same time as Elle's publication, Lodenfrey and Elle launched measures in Lodenfrey's shop, created by BCN: shop windows were branded with the respective motifs of the print advertorial and the Elle logo, which prominently drew attention to the cooperation.
Lodenfrey presents one shop window per label - creating another platform for the participating brands to celebrate style competence together with Elle. At the point of sale, Elle booklets with the cooperation are available to take away, regular customers of Lodenfrey receive a special print of the cooperation by mail. The clothing featured in the Elle stylings is marked in the shop with special "Elle Favourite" labels.
"With the styling we want to position ourselves as style ambassadors for international fashion brands. With its medial radiance, Elle fits perfectly in this concept."
Elke-Cecilia Riehl, Head of Buying Womenswear Lodenfrey
"Together with Lodenfrey, we have consciously chosen a narrative, pictorial approach that appeals to consumers emotionally. From the all-round staging to the favourite pieces in the shop, we actually make the quality standards of the participating brands tangible - and inspire the Lodenfrey customers to buy."
Petra Börner, BCN Head of Client Services Fashion & Luxury