Retail news round-up September 3, 2013: Burberry’s new fragrance campaign; Debenhams doubles advertising investment; Asos finds new logistics provider; Tesco appoints non-executive director; and Kilian Kerner grows with five House of Fraser shop in shops
Burberry launches Brit Rhythm fragrance campaign
Burberry is launching its biggest fragrance campaign to date inspired by British music. The Burberry Brit Rhythm is first major men’s fragrance advertising Burberry have launched since taking control of its beauty business in April 2013 following termination of its 20-year licensing contract with Interparfums.
Alongside the advertising campaign starring These New Puritans frontman George Barnett and model Suki Waterhouse, Burberry is hosting three concerts in London, New York and Singapore, according to the Daily Mail.
The campaign includes a 30-second film that will be available on YouTube from today before breaking on TV later this month, accompanied by online activity on Instagram and a dedicated Brit Rhythm section on the official Burberry website.
Debenhams increases advertising spend to introduce a new campaign for autumn/winter 2013
Debenhams is doubling its investment in TV, print and digital advertising and introducing in-store augmented reality (AR) for the first time, to push its autumn-winter collection.
The department store has launched a multi-million pound television advertising campaign, which shows its style credentials and features some of London Fashion Week’s biggest names. The ad campaign has been given a “cinematic feel”, with soundtracks by Sony Music artist Foxes and features clothes from designers Preen, Holland, Julien Macdonald, Ben de Lisi, Jasper Conran and Betty Jackson, according to the Daily Mail.
Debenhams said that the commercial was shot in Buenos Aires and features a number of ‘hero products’, including an £85 floral dress from Preen / Edition, a £79 J by Jasper Conran biker jacket and a £38 red fisherman’s jumper from Principles by Ben de Lisi.
The in-store augmented reality will mean people can hold their mobile up to promotional material and view video featuring the designers’ new releases .
Asos awards £100m logistics contract to Norbert Dentressangle
Online fashion retailer Asos has awarded logistics group Norbert Dentressangle a £100m, three-year contract to manage its worldwide distribution centre. Under the contract, Norbert Dentressangle will manage Asos’s 1.1 million sq. ft. distribution centre in Barnsley.
As part of the deal, all 1,200 staff employed by ASOS’ former service provider, Unipart Logistics, were offered the opportunity to transfer to Norbert Dentressangle, accordgin to the Scotsman.
Asos plans to expand the facility in Barnsley by 25%, effectively doubling its storage capacity.
Tesco appoints Mark Armour as non-exec director
Tesco has appointed Mark Armour as non-executive director, effective 2 September 2013.
Until 2012, Armour was chief financial officer of Reed Elsevier and Reed Elsevier NV.
He is a non-executive director of the Financial Reporting Council and a non-executive director and chairman of the Audit Committee of SABMiller plc.
Kilian Kerner expands in the UK with five new shop-in-shops
Berlin-based label Kilian Kerner has launched in five new shop-in-shops for its sub line Kilian Kerner Senses within House of Fraser. The label has already opened three stores in Manchester, Norwich and London’s Oxford Street with the remaining shops set to open in September in Glasgow and Dublin.
Kilian Kerner plans further expansion in the British market for Spring/Summer 2014.