Gray is one of the trend colors of the season. In the current collection of the fashion brand bonprix, the color shines in all its shades. Clean lines and flattering silhouettes are the focus of the range of cozy knitwear, classic coats and casual basics. The current cross-media campaign continues until November 20th Winter collection aesthetically in the scene and shows the wide range of combination and styling options for elegant gray tones.
Balance between classic and modern
The new collection from bonprix focuses on gray as the trend color of the season and is characterized by minimalist elegance. Different shades – from cool silver gray to warm anthracite – can be easily combined and serve as the basis for stylish tone-on-tone looks. The monochrome outfits look particularly elegant and the combination of clear masculine lines and flattering feminine silhouettes gives the collection modernity. Wide coats, casual denim and soft knits enable a trendy play of cuts and textures for numerous styling options and modern layer looks. The collection is available in sizes 32 to 52.
Carolin Klar, Managing Director Product, Sourcing & Corporate Responsibility at bonprix, is enthusiastic: “With our new collection, we not only focus on the trend color gray, but also celebrate the timeless elegance of the classic look. Each style is particularly staged and tells its own story History. This is how we create fashion inspiration for our target group that is versatile, unique and, above all, anything but colorless.”
Cross-media Campaign
In the current campaign, bonprix relies on expressive and particularly high-contrast photography and moving images. The visual presentation highlights the facets of the gray tones as well as product details such as special materials and sophisticated cuts. A large number of motifs were produced, which are presented in a tailor-made and eye-catching manner on selected media channels. Depending on the country-specific strategy, the media mix includes (digital) out of home ((D)OOH), TV, connected TV (CTV), addressable TV (ATV), display, online video spots, social media advertising (SMA) and YouTube. In addition, influencer measures and media collaborations are implemented.
The campaign was developed in collaboration with the Wongdoody agency. The shooting took place in Tenerife. The Mediaplus team is responsible for cross-media control in Germany and Switzerland. In addition, the campaign motifs are used in all European markets in the respective country webshops and apps as well as in-house touchpoints such as newsletters, catalogs and organically in social media.
Norbert Vallus, Art Director at bonprix, says: “Our design of the campaign is a tribute to the timeless beauty of winter. By carefully selecting gray tones and minimalist designs, we create an atmosphere that is both modern and classic. Every visual element was carefully thought out to convey the special clean chic of the collection. We want viewers to not only see the fashion, but also feel the feeling of winter that we capture in this campaign.”
About bonprix
bonprix is an internationally successful fashion and e-commerce company. Founded in Hamburg in 1986 as a catalog mail order company, bonprix now employs almost 2,500 people worldwide. Around 16 million active customers in over 25 countries shop for clothing and accessories for women, men and children as well as home and living products, primarily in the bonprix web shops and apps. As a vertical fashion brand, bonprix sells its own fashion with an excellent price-performance ratio.
In the 2023/24 financial year (February 29, 2024), the bonprix Group generated sales of 1.52 billion euros, making it one of the companies with the highest sales in the Otto Group. Heard in Germany www.bonprix.de one of the largest online shops and is in fifth place among online shops with the main product segment fashion.*
*Source: Ranking of online shops with the highest sales “E-Commerce Market Germany 2024” from EHI Retail Institute/ecommerceDB
Logo, images and spots
Under www.bonprix.de/corporate/presse and on request (Copyright: bonprix)