Fashion brand Diana Ferrari has launched a new kind of campaign to raise awareness of its apparel category as it prepares for targeted expansion in "key growth areas".
The label, one of the few salvaged from the Colorado Group collapse last year, has been steadily strengthening its business over the past few months, with particular focus on its womenswear collections.
Now, for the first time, the brand has launched a video and imagery campaign to spruik its latest autumn/winter collection, which will see the creative marketed online at dianaferrari.com.au as well as through the brand’s social media platforms and stores.
The campaign will also be featured on Diana Ferrari’s YouTube channel, ViewTiqueTM, and distributed via the company's customer database.
Diana Ferrari marketing manager Anna McCarthy said the campaign – shot by Andy Vukosav from Coco Productions, managed by Diana Ferrari’s creative agency; Marmalade, with the video created by advertising agency Smart – marks a turning point for the brand.
“The new campaign signals the continued evolution of an iconic brand with over 30 years of history in the Australian market. While the brand enjoys very high brand awareness in the footwear category, there is still work to be done on driving awareness of our apparel, and future brand campaigns to drive awareness are currently under review,” she said.
“In future, we will also be investing in brand campaigns for our footwear labels such as Supersoft by Diana Ferrari to drive our highly valued wholesale footwear business and ensure we remain top of mind with consumers, particularly in the comfort segment of the market.”
Looking ahead, McCarthy revealed that there are also plans to expand the Diana Ferrari retail network and build its online presence further.
“Diana Ferrari is perfectly poised for future growth and is currently in the process of strategically planning for the next three years,” she said.
“Key growth areas include the introduction of new stores and the enhancement of the current online business.”
The 2012 Diana Ferrari autumn/winter collection will drop into stores this month, with fortnightly updates through to the end of June 2012. The collection will incorporate three categories – City Dressing for work wear, Special Occasion for 'after five' or special events, and DF by Diana Ferrari, the brand's casual coordinates range.
Fabrications include washed, textured and stretch satins, soft chiffons, lurex, crepes, jacquards, matt jerseys, viscose, textured suiting, and ponte, with price points ranging from $59.95 for tops, up to $199.95 for dresses, and $249.95 for winter coats.