Reiss unveils AW19 campaign as it posts 23.7% sales growth
Reiss has unveiled its AW19 campaign, the centre-piece of which will be a giant installation at Piccadilly Circus, at the same time as it posted a 23.7% sales increase for the 26 weeks to 3 August.
The premium fashion retailer achieved total sales of £102.9m for the period with like for like sales in constant currency up by +25.6%.
CEO Christos Anglelides said: “I am very pleased with Reiss’s first half performance and encouraged by the promising start we have made to the Autumn/Winter ’19 season. Our customers are clearly responding to the investment we have made in people, product, brand and infrastructure.
"I am also excited at the opportunity to further raise awareness of the Reiss brand by launching an Autumn/Winter ’19 campaign across a series of marketing initiatives, some of which are a first for the brand, starting in the heart of London with Piccadilly Lights.”
The advertising deal with out-of-home media company Ocean Outdoor, sees the AW19 campaign set to launch on Piccadilly Lights across a four-week period starting from 26 August.
The campaign itself celebrates the brand’s London roots, featuring several iconic locations across the city including: The Barbican, Southbank, Old Marylebone Town Hall and the British Transport Museum.
When discussing the inspiration behind the campaign, Creative Director, James Spreckley, said: “AW19 evokes a cinematic, euphoric view of London’s creativity, art and culture. A celebration of the city’s unexpected backdrops, we wanted the campaign to showcase portraits of people in their truest, most confident forms. We call it, ‘beauty untamed’.”
Piccadilly Lights attract 100m visitors a year and are are marketed and operated by Ocean Outdoor on behalf of Landsec.
Rosalyn Mackway, Ocean’s business director in Brand Partnerships, said: “The Piccadilly Lights are an integral part of the London fashion scene and British led design. This campaign by Reiss brings together a much photographed icon with other city landmarks to celebrate the cultural diversity, flair and optimist confidence of London. A truly Instagrammable campaign.”