BCN and freundin stage the Karstadt Fashion Label SHE - Fashion Competence for Karstadt

The development of an individual cross-media campaign for Karstadt’s own fashion label “She” – this was the challenge Karstadt confronted Burda’s marketer BCN with. The aim was to use the creative and media competence of the Burda media brands in order to stage the collection of the Karstadt in-house fashion label “She” and thus strengthen the fashion competence of Karstadt.


Close Co-Operation with the Burda brands

The result is a creative concept with expressive images and a 360 degree campaign for the “She” fashion collection implemented by BCN in co-operation with Freundin as well as the media brands Bunte and Instyle. The Freundin team around creative director style Jana Gutsche staged the “She” autumn/winter collection within the context of an elaborate fashion production:
“We look forward to present the autumn / winter collection of “She” exclusively with the Burda brands Freundin, Bunte and Instyle.With their fashion expertise, wide reach and brand appeal, they are the perfect partners for the re-launch of our in-house fashion brands and they emphasize our fashion competence.” Dagmar Kofner, Head of Marketing Communication & Visual Marketing Karstadt.
“Burda’s media brands stand for wide reach, high-quality journalism and inspiring advertising environments offering thus the best conditions for creative advertising. The communication solution is perfectly customized to Karstadt and includes innovative and cross-media special advertising forms as well as a new interpretation of our editorial shoots. This is how we convinced the customer.” Michael Samak, CEO BCN.
The co-operation is continued at the POS: in 35 Karstadt shops, large-format blow-up banners showing motifs from the advertising campaign create awareness for the collection. In October and November Karstadt and Freundin organize joint shop events. The final highlight of the campaign is the partnership between Karstadt and the Bunte New Faces Award Style, which will take place on 15 November in Berlin.