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George launches major campaign for 'real summer days'

This week sees the official launch of George at Asda’s brand new summer campaign entitled ‘Real Summer Days,’ making a direct nod to the unpredictability of the Great British weather.

Following the success of last year’s summer campaign, which drove an increase in sales across the business, the retailer has once again set its sights on preparing the nation for all weathers, ensuring customers are able to buy what they need come rain or shine.

George will be working closely with suppliers to arm the business with a range of garments that cater for the whole family in all weathers, including anoraks, summer style hoodies, umbrellas and wellies alongside a great range of summer separates and swimwear.   Shelves are set to be stocked with over 500,000 swimsuits and two million bikinis, with 200,000 pairs of wellies for sale alongside.

The multi-channel campaign developed with Publicis Blueprint and Fallon is set to run for eight weeks across outdoor, TV, print, online and digital media as well as being fully documented to customers in store with striking PoS.  It shuns the idealistic view of summer taken by many retailers and instead presents a true to life view of the British summertime complete with outfit inspiration for the whole family for all weathers.

George.com will also be launching an online ‘Real Summer Days’ shop, which will adapt its style advice to changes in the weather being experienced outside.

Andrew Moore, SVP Chief Merchandising Officer for George, GM & Asda Money commented, “If there’s anything the last few months have shown us, it’s the unpredictability of the great British weather.  At George and Asda we have a commitment to make shopping for the family as easy and convenient as possible. We’re confident we have a wide selection of amazing ranges this summer to suit the needs of the whole family come rain or shine."

Fiona Lambert, George brand director said, “Our latest campaign showcases not only our new on-trend ranges for summer, but also our dedication to providing inspirational and stylish fashion solutions for the nation at affordable prices. We have summer covered for the UK whatever the forecast.”

Posted in Member news
21stApr 2014


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