Russell Europe: Multi-lingual marketing
How Russell Europe launched a pan-European garment service
Russell Europe wanted to introduce a new European garment service ‘Russell Solutions’ into the UK, French, Spanish, German and Italian markets. The service enabled wholesalers and retailers to order and create bespoke garments both on and off line.
They needed a sales tool to launch the service that was appealing, easy to use, could be developed in print and online and drove volume purchases of bespoke garments through simple, attractive and informative design. They also needed a range of highly complex pricing documents across various currencies for both wholesale and retail markets. And, they needed to launch the service.
We produced an 80-page catalogue in five language versions – English, French, Spanish, German and Italian. A simple 3-step programme – ‘Simply Colour, Simply Change and Simply Design’ clearly illustrated the choices available to customers and a range of 12 supplementary documents provided full pricing information.
We designed and developed on line templates for the Russell in house digital team to create a web based version of the service. We also created an integrated campaign of direct marketing pieces, e-newsletters, trade advertising and promotional material which was rolled out across Europe.
There was a fantastic uptake from each of the markets. Both intermediaries and customers felt the simple 3-step programme outlined in the catalogue enabled them to purchase a bespoke garment much more easily than in any of the competitors’ offerings.