Reserved moves on with a revised logo and new collections
The post about Reserved clothing brand and its campaigns which I published here in June 2009 remains the most popular post of this blog. So let’s get back to Reserved to see what has happened to this brand since that post – during the turbulent time when several Polish clothing companies faced bankruptcy.
In June 2009 LPP S.A., the company that owns Reserved brand, has revealed the revised logo for Reserved and Reserved Kids (a subbrand for children). The “re” part of the old logo was dropped and the new font is much more stylized, while the spaces between the letters are bigger which gives the new logo an unconstrained feel.
As the economic crisis hit the clothing industry in Poland quite heavily in 2009 LPP S.A. changed the communication strategy of Reserved brand and cut the marketing budget mostly in the most expensive ATL area. Therefore in the second part of 2009 Reserved didn’t have any major advertising campaign. Instead the reduced marketing budget was invested in on-line activities at http://reserved.com/ and sales promotions. Reserved collected a large database of its clients’ emails and regularly sends out newsletters and promotion coupons via e-mail. During 2009 Reserved has set up a FanPage at Facebook, got a Twitter account and in January 2010 it also started a bi-lingual blog (in Polish and English).
Reserved’s Fall-Winter 2009/2010 collection was called Midnight Dreamers and it was promoted by several on-line black&white films. You can check one of them below.
Now Reserved is launching its brand new Spring-Summer 2010 collection which is said to be inspired by the fashion of the 1950s and 1990s. The new collection boasts several interesting lines to look out for: Geometrical, Harem Urban, Office Summer, Romance, Luxury Jungle, Safarii, Chemical Girl, New Grunge, Child Woman and Retro Lolita.
A new advertising movie (above) has been shot to showcase the new collection, but it’s only available on-line, no TV campaign is planned. The film was directed by Tomasz Nalewajek, a guy who has already directed five other commercials of Reserved.