Jacques Vert Group, the UK’s largest womenswear concessions retailer, is launching a major new cross brand, multi-channel marketing campaign – ‘Mum & Me Coatwalk’ – to support the brand’s extensive winter coat offering.
Mum & Me Coatwalk focuses on the important things in life mums and daughters share, from big issues, to small moments, from pride in each other to shopping together.
The national campaign is the first cross brand promotion that the Jacques Vert Group has done, with eight out of its nine retail brands participating (Windsmoor, Kaliko, Jacques Vert, Precis Petite, Planet, Minuet Petite, Eastex and dash).
Coats are a key category for the business and the campaign will have significant prominence in its host stores including Debenhams and House of Fraser, with designated Mum & Me Coatwalk branded mats. Specially designed point of sale will feature on the Coatwalk mats as well as on the coats themselves.
Celebrity actress mother and daughter duo, Emilia Fox and Joanna David are fronting the campaign.
A consumer facing catwalk show is planned on Saturday 26th October, where Jacques Vert Group is partnering with YOU magazine to host the ‘Mum & Me Coatwalk’ event.
It will take place in a specially created zone on London’s South Bank and feature four catwalk shows throughout the day. Brand ambassadors Emilia Fox and Joanna David, as well as a host other celebrities, models and YOU magazine readers will showcase the British designed coats on the catwalk.
The event will support Think Pink, a charitable partnership initiative that supports three breast cancer charities: Pink Ribbon Foundation, Breakthrough Breast Cancer and Breast Cancer Campaign. Money will be raised by catwalk event pre-registration donations through YOU Magazine, as well as through a percentage of sales of a Debenhams exclusive coat.
Mark Aldridge, Group Marketing Director at Jacques Vert Group, said: “Mum & Me Coatwalk is an extremely exciting campaign for us, as it’s the first cross-brand and multi-channel promotion we have done. Dedicated Coatwalk mats in our host stores will allow us to communicate the Group’s Elegant British Brands offering to consumers, providing an ideal opportunity to introduce them to brands they may not have considered before.
“Coats are a key category for us and the design team based in Britain have worked hard to design a range that have been inspired by iconic styles as well as current trends to ensure we can confidently dress women, whatever their age.”
Jacques Vert Group’s Mum & Me Coatwalk collection features 156 styles of coat from Windsmoor, Kaliko, Jacques Vert, Precis Petite, Planet, Minuet Petite, Eastex and dash and will be available in Debenhams, JLP, House of Fraser, Independent Department Stores (AIS), as well some standalone brand stores in the UK from 1st October 2013.
The range will include two exclusive Windsmoor coats, one available exclusively in Debenhams with a percentage of sales going to the Think Pink charity and the second will be available in JLP stores.
About Jacques Vert Group:
The Jacques Vert Group Ltd was established in January 2012 as a result of the merger of Jacques Vert PLC (trading since 1972) and Irisa Group Limited (trading as Alexon since 1929), two affiliates of private equity firm Sun Capital Partners.
Its portfolio of Elegant British Brands include: Alexon, Eastex, Jacques Vert, Kaliko, Minuet Petite, Planet, Precis, Dash and Windsmoor.
Unfortunately, the behind the scenes videos have been deleted from the houseoffraser YouTube the minute they were uploaded but I’d assume they’ll get released very soon again. They featured an exclusive look from the photo shoot and an interview with Emilia and her mum…