Cath Kidston is poised to unveil a celebrity campaign to promote a new tote-style handbag, which the retailer expects to be its biggest-selling product of 2014.
The retailer has revamped its store at 180 Piccadilly in London as part of the campaign, and is encouraging shoppers to visit the store from tomorrow and share their experiences on social media. It has also recruited a number of its celebrity followers, including Sophie Ellis-Bextor, Jo Whiley and Jools Oliver.
The campaign is running with the strapline ‘Do you like yours big or small?’ to mark the fact that the tote range comes in two difference sizes.
As part of the launch, Cath Kidston has fitted its Piccadilly store with a fairground-style ‘Illusion room’ where visitors are made to look big or small depending on where they are standing in the room. After two weeks at the store in London this feature will be toured around the country.
Cath Kidston is backing up the campaign with a multi-layered marketing push involving online and offline advertising as well as social media engagement, and has commissioned a survey to find out how women use their handbags.