The run up to Christmas is a key marketing period for most brands, but especially fashion brands. As people frantically look to find outfits for Christmas parties and festive get-togethers, or the perfect present to gift their family or friends, it’s crucial for fashion brands to try and cut through the noise. And what better way to do this than to launch an eye-catching PR campaign!
Here we’ve rounded up a few of our fashion favourites from the festive season so far, and explored both how and why they’ve worked so well.
Burberry – The Night Before
Luxury fashion house Burberry, enlisted Shakira and Burna Boy for their Christmas campaign this year. The campaign, titled ‘The Night Before’, effectively captures the buzz of the festive season, paying tribute to the anticipation, excitement and sleepless nights that can be felt leading up to Christmas Day. The campaign video features Burna Boy walking through freshly fallen snow in a classic Burberry jacket and black angel wings carrying a sack full of presents, whilst Shakira is captured transforming her dinner table into a Burberry runway, wearing a luxury gown adorned with crystals.
Tapping into the joyous Christmas spirit and offering new takes on festive traditions, the campaign communicates Burberry’s central offering – a luxury outfit for any occasion. By leveraging the platforms of two high-profile celebrities, the campaign is well placed to stand out and reach a wide and diverse audience – great work Burberry!
M & S – Gifts that Give
This November, Marks and Spencer revealed its new Christmas clothing campaign, which is a heart-warming celebration of togetherness and community. Set against the vocals of Harry Styles song ‘Treat people with kindness’, the soundtrack captures the spirit of the season and focuses on the difference that small but significant actions can do to help others throughout the festive period.
Positioning M&S as a thoughtful destination for stylish gifting this Christmas, the campaign communicates that a present from M&S is the gift that keeps on giving, as through their partnership with the charity Neighbourly, a gift from M&S will extend far beyond a single recipient. This feel-good campaign is a great way to raise positive brand awareness whilst also communicating key social issues – we really loved this one!
Kate Spade – Let’s have a Ball
New York fashion house Kate Spade captured the magic and excitement of NYC in their Christmas campaign ‘Let’s have a ball’, which is centred around the key message that ‘anything is possible and there’s always something to celebrate’. Littered with their signature luxury handbags, accessories and clothing, their campaign highlights the coming together of family and friends, and the overarching sense of community and togetherness throughout the festive season.
Taking cues from their Christmas campaign, Kate Spade launched an experiential pop-up in Soho, London in November. The activation was complete with a disco room, tinsel tree, prosecco vending machine and nostalgic sweet shop, which combined traditions from both American and British sweet shops. Members of the public were able to experience a nostalgic sweet shop and win a variety of prizes including vouchers, jewellery and bags.
This activation, which was set in an affluent area of London, was a great way for the fashion house to extend the messaging of their Christmas campaign, raise brand awareness and reach a new and highly relevant audience.
TK Maxx – Christmas nailed
TK Maxx tackled the implications of the cost-of-living crisis head on through their Christmas campaign titled ‘Christmas nailed’. Drawing on the financial pressure households will be facing this festive season, the campaign positions TK Maxx as the go to destination for affordable, quality gifts people can purchase for loved ones.
The campaign begins with a family member stating that the protagonist, Sam, ‘shouldn’t have spent so much money’ on them, to which she replies with ‘I didn’t, I bought them from TK Maxx’.
This campaign really stood out as an effective way to draw on issues many households will be facing when it comes to gifting this Christmas in a light-hearted way, whilst also communicating the brands USP and key offering – quality products at surprisingly low prices. Great work TK Maxx!
For more interesting articles from us check out these posts:
- The best ways to respond to a PR disaster in the age of social media
- What is content marketing and how can it help your business?
- The importance of storytelling in PR
At Prohibition, we work with a range of brands across numerous sectors including Retail, Food, Drinks Brands, B2B and just simply business to consumer, to create innovative PR campaigns that deliver real ROI and help meet your overall business goals. Get in touch with us today to find out how we could support you with your Public Relations. Feel free to get in touch today.
