Answear focuses on exclusive fashion !

11. 05. 2024 | Natalie Bezděková

Answear, one of the leading e-commerce platforms, has announced a significant change in its market position. The company is moving towards selling premium brands and wants to introduce this transformation to its customers through a new TV campaign developed by renowned agency Saatchi & Saatchi.

The slogan Answear wants to use to introduce the new concept is “Wrap your life in precious things.” This new strategy emphasises the sale of high quality products from exclusive global brands. This is an important step for the company, which has so far served as a platform for selling a wide range of apparel and accessories.

The TV spots, directed by Stella Consonni, known for her work for fashion brands such as Gucci and Burberry, will be broadcast in the Czech Republic on TV Nova and in Slovakia on TV Markíza from 6 May to 16 June. This campaign will be complemented by digital activities to raise awareness of Answear’s change in strategy.

The company’s new campaign is an important element of the long-term communication that positions in the premium fashion segment. The online store’s offer is now expanding to include a range of exclusive global brands such as Victoria Beckham, Polo Ralph Lauren, Boss, Calvin Klein, Liu Jo, Pinko, Michael Kors, Tory Burch, Swarovski, Diesel, Moschino Jeans and Furla.

Nicole Groesslová, country manager for the Czech Republic and Slovakia, emphasises: ‘Fashion is a form of personal manifesto that reflects our values, sense of humour and relationship with ourselves. That’s why we want our customers to be able to surround themselves with rare pieces in their wardrobe that will accompany them, whether it’s a half marathon in Prague or a romantic sunset dinner in Barcelona. It’s also about that special feeling we get when we wear clothes we love.”

This new campaign was created by Saatchi & Saatchi, the agency responsible for the strategy and concept. The inspirational video and photography were created in Lisbon and directed by Stella Consonni. The face of the campaign is Brazilian actress and model Fatima Brunengo.

The “Wrap your life in precious things” campaign will be implemented in all 12 markets where Answear operates and will be complemented by digital and out-of-home activities. The company will also open its first concept store at the Norblin factory in Warsaw, where it will combine the world of premium brands with art, design and technology. This change is a significant shift for Answear and has the potential to strengthen its position in the fashion e-commerce platform market.

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Author of this article

Natalie Bezděková

I am a student of Master's degree in Political Science. I am interested in marketing, especially copywriting and social media. I also focus on political and social events at home and abroad and technological innovations. My free time is filled with sports, reading and a passion for travel.


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