Jacques Vert Group launches first cross-brand campaign

Jacques Vert Group, the womenswear company which owns Jacques Vert, Windsmoor, Kaliko, Precis Petite, Planet, Minuet Petite, Eastex and Dash, has launched its first cross-brand campaign to broaden its audience. The campaign, which has

reportedly cost 250,000 pounds, centres on the group’s outerwear offering and features more than 150 coats aimed at women of all ages. The ‘Mum & Me Coatwalk’ concept focuses on “important things in life mums and daughters share” such as caring for one another and shopping together.

Fronted by mother and daughter actress duo Emilia Fox and Joanna David, the campaign has been spearheaded by group marketing director Mark Aldridge, who took on the role at the start of the year, and aims to communicate the groups “elegant British brands offering” through its extensive winter coat offering.

Commenting on the campaign, Aldridge 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 launches ‘Coatwalk’ campaign

The cross-brand promotion kicked off this week and features specially designed point-of-sale branded displays that have been rolled out across some of the company’s standalone stores as well in department stores such as Debenhams, John Lewis and House of Fraser. The campaign also includes a dedicated website, www.coatwalk.com, which features behind-the-scenes images and videos of the campaign, the entire collection of 156 coats, as well as stockist information.

The group’s biggest marketing campaign is also supporting breast cancer charity initiative Think Pink, by raising money with a catwalk fashion show taking place in London in partnership with You Magazine, as well as through a percentage of sales of two exclusive Windsmoor coats, one available in Debenhams and the second in John Lewis.

The 'Mum & Me Coatwalk’ event will take place on October 26 in a specially created zone on London’s South Bank and will feature three shows throughout the day. The ‘Coatwalk’ will be hosted by TV presenter Kate Garraway and will feature models and celebrity mother and daughter pairings.

The Jacques Vert Group is one of the largest womenswear concession retailers with over 1,850 outlets in the UK, Europe and Canada, as well as strong online presences for its nine brands.