Reserved – the most successful clothing brand from Poland
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).
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.
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.
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.
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 remained the ambassador of Reserved brand for yet another big campaign which was launched in October 2007 to promote the 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.
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.
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.