Freemans Grattan Holdings has launched its second new brand in as
many years. Following the successful launch of plus-size apparel
website Curvissa last year, the group has unveiled Swimwear365.
Aimed at women aged 25 to 55 years old, FGH business unit
director Diane Fowler says the company has “created a
one-stop shop for holiday needs”.
Diane Fowler oversees the Freemans, Grattan and Look Again
fascias within the FGH family and says the company created a new
venture-rather than incorporate it into an existing title-so that
it could “create a new successful brand in an online
environment”. Although, like its sister titles, Swimwear365
will offer a customer account facility, it will be less
“credit-needy” than the other brands in her
portfolio.
To promote the launch, it teamed up with The Only Way is Essex
star Sam Faiers who will be modelling the swimear-“and wear
our swimwear when she goes on holiday”, adds Fowler. A
video of the swimwear shoot will be promoted via social media and
Faiers will be giving her own style advice via the Swimwear365
website, as well as inviting fans to chat about and ask any
questions on Twitter.
Another collaboration sees Swimwear365 partner with fashion
presenter and stylist, Helen Boyle, who will provide style
content for the brand’s blog.
The launch is further backed by an extensive PR and advertising
campaign that includes online ads, direct mail and inserts into
newspapers and magazines including Closer, Now and
OK, though no TV advertising has been planned.
While the initial print run on launch materials supporting the
new brand “will be in the millions”, Fowler says
Swimwear365 will predominantly be an online brand.
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