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    BCN & ELLE: Lodenfrey celebrates true style icons together with ELLE

    What does it mean to have a true sense of style? Lodenfrey will show consumers what it takes from 6 March 2019 onwards with a native print and point of sale campaign developed with BCN, a marketer of the Hubert Burda Media Group, and the premium brand ELLE. ELLE will put together a collection of must-haves for spring from 15 top Lodenfrey brands with ‘True style icons’ as the overarching theme. Famous 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, are among the labels participating in the campaign.

    Creating a world of experiences for the style collection

    The objective of this campaign is to create a world of experiences and inspire the Lodenfrey customer in print, digitally and in person at the point of sale with an exclusive selection of looks. A print advertorial in the form of a high-quality fashion shoot in the ELLE look and feel, in which each brand will be presented on a full page, will form the core of the campaign. The outfits will be presented against a geometric background by a model who will occupy the role of ‘style icon’. The photoshoot will be accompanied by a behind-the-scenes video on Lodenfrey’s homepage to which ELLE’s digital newsletter will also link.

    Making quality tangible

    On the same day as ELLE’s first day of sale, Lodenfrey will launch a measures package in store designed by BCM together with ELLE. Shop windows will be decorated with the print advertorial’s respective motifs and the ELLE logo, which will draw major attention to the partnership.

    Lodenfrey will design a display window per label – and thus create a further platform for participating brands to celebrate ELLE’s expertise in fashion together. Copies of ELLE will be available to pick up at the point of sale. Regular customers of Lodenfrey will receive a special partnership edition by post. The individual pieces from ELLE’s selection of looks will be signposted in store with special ‘ELLE Favourite’ labels.

    “We want to position ourselves as an ambassador for international fashion brands by presenting this selection of looks. ELLE’s reputation on the media landscape fits this concept perfectly.”

    Elke-Cecilia Riehl

    Head of Buying Womenswear Lodenfrey

    “We consciously chose to follow a narrative approach bolstered by strong images that would speak to consumers on an emotional level. We want to make the participating brands truly tangible by means of our all-encompassing presentation and measures such as the ‘favourite piece’ in store – and thus inspire Lodenfrey customers to make a purchase.”

    Petra Börner

    Head of Client Services Fashion & Luxury, BCN