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Reserved – the most successful clothing brand from Poland

June 7, 2009

Several Polish clothing companies try to build strong and appealing brands that could compete also outside Poland with the international giants like H&M or Zara.  One of such companies is LPP SA based in Gdansk, an incorporated company noted on the Warsaw Stock Exchange since 2001 which owns and distributes the following brands: Reserved (flagship mainstream brand), Cropp (urban & streetwear style fashion), House (youth fashion), Mohito (active women’s fashion), Esotiq (women’s underwear), Rene Vilard (exclusive women’s underwear), Henderson (basic men’s underwear) and Promo Stars (advertising clothing).

ReservedLogo

The Reserved brand (http://reserved.com/) is the apple of LPP’s eye and by far the most successful clothing brand started in Poland.  The first stores under Reserved brand were opened in mid-1990s in Poland and until now there are over 110 Reserved stores across Poland. LPP soon launched the Reserved brand also in other countries such as: Czech Republic, Slovakia, Estonia, Lithuania, Lotva, Russia, Romania, Bulgaria, Hungary and Ukraine – until now there are over 120 stores under Reserved brand outside Poland.

Reserved is notable for its in-house advertising efforts to build the desirable image of a fashion brand. At the beginning Reserved had only outdoor campaigns targeting the areas where the first stores were located. As the Reserved chain grew and covered the whole country, the brand also started  TV, radio, print and internet campaigns. The models that presented Reserved clothes were always carefully selected and usually worked for other premium and luxury brands before.

Talidy Tomasi in Reserved 2005 Spring collection

Talidy Tomasi in Reserved 2005 Spring collection

In Fall 2005 Reserved launched first European campaign aimed at creating the fashion image for the brand. The campaign featured two models from Milan-based agency: Talidy Tomasi who presented the women collection and Ivan De Pineda who presented the men’s line. The campaign’s slogan was: Every Fashion Reserved for me.

Ivan De Pineda presenting Reserved's Fall/Winter 2005 men collection

Ivan De Pineda presenting Reserved's Fall/Winter 2005 men collection

The next big campaign started in Spring of 2006 to launch the Spring/Summer 2006 collection and the top models selected to advertise Reserved came from South Africa: Angie Schmidt (previously: Chanel and Dior) and Ruan Swanepoel (previously: Soviet Jeans). The campaign’s slogan was: Every Moment RE-Reserved for me.

Angie Schmidt in Reserved 2006 Spring/Summer campaign

Angie Schmidt in Reserved 2006 Spring/Summer campaign

The first TV campaign of Reserved was aired in Poland in March 2007. The TV spot was shot in Lisbon, Portugal and presented the new faces of Reserved brand: Polish top model Anna Jagodzinska (previously: Alexander McQueen, DKNY, Prada; currently in CK One spot) and Portugal model Hugo Garcia (previously: Cerutti). The campaign’s slogan was: With Love from Lisbon.

Anna Jagodzinska & Hugo Garcia in Reserved 2007 Spring/Summer Collection

Anna Jagodzinska & Hugo Garcia in Reserved 2007 Spring/Summer Collection

Anna Jagodzinska remained the ambassador of Reserved brand for yet another big campaign which was launched in October 2007 to promote the 2007 Fall/Winter collection.

Anna Jagodzinska in Reserved 2007 Fall/Winter collection

Anna Jagodzinska in Reserved 2007 Fall/Winter collection

Jagodzinska was teamed up with Paris-based Brazilian model Tiago Barcellos. The shooting for the campaign was set in Paris and thus the campaign’s slogan was: PARIS MON AMOUR.

Anna Jagodzinska & Tiago Barcellos in PARIS MON AMOUR campaign from Fall 2007

Anna Jagodzinska & Tiago Barcellos in PARIS MON AMOUR campaign from Fall 2007

The TV spot was produced by Papaya Film and Universal McCann Warsaw was responsible for media-planning and buying. The concept for the campaign was developed in-house by LPP’s creative team.  The biggest advertising investments were made in Poland and Czech Republic.

Tiago Barcellos in Reserved 2007 Fall/Winter collection

Tiago Barcellos in Reserved 2007 Fall/Winter collection

The most recent success of Reserved is a striking campaign for Spring/Summer 2009  entitled Adventures Of The Stardust Girl which resembles the mood of the early James Bond movies.

The pair of new models featured in this campaign are:  Lindsay Ellingson and  Aaron Bruckner. Beautifull photos for this campaign were taken by Marcin Tyszka.

Reserved's megaboard promoting 2009 Spring/Summer women collection

Reserved's megaboard promoting 2009 Spring/Summer women collection

Aaron Bruckner in Reserved 2009 Spring/Summer men collection

Aaron Bruckner in Reserved 2009 Spring/Summer men collection

22 Comments leave one →
  1. July 8, 2009 23:43

    Bonjour! nice stuff you have up there, check out my blog too

  2. September 20, 2009 06:07

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    Our rates are very suitable for you. Our products are of best quality. We wants work with you for a long time.We can provide you shooting products of all types.
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    Raza Beauty Industries

  3. @bhinav permalink
    June 22, 2010 06:27

    nice
    awesome work…!!

  4. July 23, 2010 09:29

    You can find latest PMR report about Polish clothing and footwear market here:
    http://www.pmrpublications.com/online_shop/en_Clothing_and_footwear_retail_market_in_Poland_2010.shtml
    There is also some free information in PMR’s White Papers.

  5. July 25, 2010 13:24

    Great collection. I particularly like the use of colours all around the designs.

  6. November 17, 2010 18:54

    mens underwear that is polyester based is the stuff i love to wear, polyester does not stain that much compared to cotton `;,

  7. December 8, 2010 14:24

    Palvi shopping complex is a leading complex in Malta. We would like to explore possibility of opening a “Reserved” Store in Malta. If you are interested, kindly update us re conditions.

    Regards,

    Alfred Grech

  8. May 4, 2011 21:00

    Wow.. your article is pretty good. Not only was it helpful, it taught me some new prescpectives Just added this to my bookmarts Keep posting buddy =)

  9. whitesays permalink
    May 12, 2011 07:44

    That’s nice to know. The styles and collections look great too – a pity it’s not in Asia yet.
    Thanks for sharing🙂

    • June 2, 2011 13:25

      hi if you have contact details of resereved brand ,please forward me. rgds
      prashant

  10. prashant permalink
    May 23, 2011 10:21

    i feel reserved in really dashinh and stunning brand

    more appealing .. and its reallly good experience.

  11. September 12, 2011 05:51

    Just now I ran across the web for exactly this sort of details. Be grateful for to your posting that seek needs to end at this time. You wrote the posting in a very simple to comprehend way. With this, I added your blogs among my personal favorites! Many thanks!

  12. November 5, 2011 15:26

    Dear Sir,
    We are looking faithful business with you company.

    Regards
    Mizan

  13. hope jimmy udoh permalink
    January 1, 2012 02:22

    Reserved is actually a clothing brand and I must confess d suits are extraordinary nice

  14. May 24, 2012 04:56

    This is a really good stuff.. I’ll be linking to this on my blog. Thanks !

  15. rico1961 permalink
    August 8, 2012 00:25

    nice collection!great work on the blog too!

  16. January 31, 2013 21:37

    fashionteam@fashionteam.net, Based in Portugal, we will be glad to produce as well for you all kind of garments in Portugal-India-Bangladesh, since 1983 contact us, you might enjoi a good new team ,

Trackbacks

  1. Simple Creative Products – Polish fashion brand for women « Adbuzzer Blog
  2. Reserved moves on with a revised logo and new collections « Adbuzzer Blog
  3. Sauciest Shopping « Anjelina s HighHeelAdventures In Riga
  4. Reserved tells a ‘Beautiful Story’ in its new campaign « Adbuzzer Blog
  5. Reserved | Kailyo :: Andrea Perry and Sarah Sharp

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