Kipling, a global lifestyle brand hosted an exclusive brand event in Dubai, in collaboration with Jashanmal, a leading retailer and distributor in the region.
The event was a celebration of style, creativity, and community, bringing together influencers, marketers, media and fashion enthusiasts at West Palm Beach, Dubai.
Isabelle Cheron Vice President of Brand & Product at Kipling, said: “We are thrilled to collaborate with Jashanmal for this exciting influencer event in Dubai. It is a city known for its dynamic fashion scene and diverse community of influencers. We look forward to engaging with our audience and sharing the Kipling experience with them.”
What does success look like for Kipling in the next year?
Since we have reconnected with our heritage, DNA, and unique selling proposition, Kipling has been highly successful over the last years. We are deeply convinced that it’s only the start.
What does the next six months look like with Jashanmal’s partnership?
We are planning on opening new stores; in fact, we have a new opening coming up really soon. Also, it’s important to highlight a major moment for our partnership, which is the re-fit of the stores under the new brand concept. It is an exciting moment for us since it is one of the biggest milestones for the brand during our long-term collaboration with Jashanmal.
Next to this, we have BTS and travel season approaching. We are planning great activations to energise our back-to-school campaign with an amazing collaboration with Minions. And we plan on continuing this journey for future key commercial moments later on this year.
Tell us more about the brand’s marketing strategies and influencer collaborations
By everything we do, we want to make sure to keep consistency in our marketing efforts. To do so, we roll out 360 marketing campaigns, to ensure we are reaching the consumers where they are, whether it’s on social media or while waiting at the bus stop.
Yes, we value long-term relationships and partnerships with people who share the same values and beliefs. The same applies to our ambassadors and influencers, who are in some cases mothers.
We enjoy working with creators who are authentic, who are fond of the brand, and use Kipling on a daily basis. Creators who have a connection with the brand. Lastly, we plan on continuing our unique activations and events for our BTS collection, and many others coming up later this year.
How does the launch of your latest collection support traditional marketing?
Consistency is key to maximising your consumer reach. Our approach is for every collection launch to be supported by a 360 campaign. This includes traditional marketing as well as other advertising techniques/channels (windows, media, digital, social media, etc.), as well as guerrilla marketing, and offline out-of-box activations. This is how, for me, it’s the best way to be relevant and to reach the consumer where they are.
Who’s the target audience for this event?
For the SS24 launch event in particular, our aim has been to invite millennial lifestyle, travel & fashion influencers to showcase our refreshed brand identity.
We have also been honoured with the presence of key media publications representatives. But as for Kipling itself, our target is women at all life stages, who live a modern and active lifestyle.
