Per Una at Marks _ Spencer

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Per Una at Marks & Spencer
Case Study: Fashion news and hot looks prove easy for Per Una
Background Marks & Spencer is one of the UK’s leading retailers of clothes, food, home products and financial services. In the UK, some 10 million people shop each week at over 375 stores nationwide. In September 2001, Marks & Spencer launched its unique Per Una brand. Designed exclusively for Marks & Spencer by George Davies, its fresh and contemporary collections, offering catwalk inspired, stylish quality clothing, at competitive high street prices, became an overnight success.

Currently available in 200 stores in the UK, each season’s collections feature wearable wardrobe essentials as well as highly seasonal looks. Building on the strong success of Per Una, May 2004 saw the launch of Per Una DUE. Targeted at those who are younger in age or attitude, Per Una DUE features collections with an eight-week life span, to ensure constant creativity and freshness. Laura Gallagher, former in-house press officer at Marks and Spencer, now looks after all Per Una ranges including, Due and Collezione Italia. “In this business there is clearly a heavy emphasis on the visual element,” explains Laura, Account Director at Cargo Cult Communications. “When we ship out press packs, it is essential that the presentation of everything is perfect.” As well as undertaking mail outs of information folders, press packs and press releases, Laura uses Cision’s news distribution service to ensure any promotional activity is undertaken to rigorous high standards, and most importantly, executed to schedule. “I may ask them to prepare product sample giveaways for the press – most recently they undertook creating gift bags for a beauty collection launch, which meant collating items ready for delivery to a major fashion event – or to distribute news releases to the national press as well as fashion journalists. Quite simply, they have to be prepared to cope with any eventuality,” she says. With a heavy emphasis on preparing ‘Look Books’ containing glossy catalogues of each collection as well as press packs and press gifts packages, the activities of the press team varies considerably. As a result, the Cision distribution team may be tasked with co-ordinating the delivery by courier, post, fax or even mail, depending on the specific requirements of each individual job.

“I rely on the Cision team to be able to cope with whatever I throw at them”

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“I rely on the Cision team to be able to cope with whatever I throw at them,” explains Laura. “they may receive items from several sources, have to collate these and hand finish the final presentation which is key and provide me with a sample for approval and then distribute according to the required time table or schedule.” In addition to liaising with the media, the Cision distribution team also undertake the holding and distribution of press packs, promotional gifts and other related items to Per Una’s PR partners based in Scotland, Wales and Ireland. “One of the joys of working with the distribution team is that I simply don’t have the time or the physical space in the offices to undertake all these activities,” says Laura. “And I have every confidence that they will do whatever it takes to make sure delivery happens, from sourcing envelopes or special packaging- and sometimes at extremely short notice.” “It’s a brilliant service” concludes Laura. “And one I’m very happy with.”

“In this business there is clearly a heavy emphasis on the visual element...when we ship out press packs, it is essential that the presentation of everything is perfect.”

Media Intelligence. Communication Insights.

www.uk.cision.com

CISION UK | Cision House 16-22 Baltic Street West | London EC1Y 0UL | Phone: 0870 736 0010 or +44 (0) 20 7251 7220 Fax: +44 (0) 20 7689 1164 | E-Mail: info.uk@cision.com


				
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posted:11/29/2009
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