VILLAGE PEOPLE: Value Retail is aiming to stand shoulder-to-tailored shoulder with fashion and luxury giants, and in doing so has launched a first brand advertising campaign to promote its outlet shopping “villages” across Europe. Images have been shot on location by Andreas Larsson at the company’s La Roca and Wertheim shopping hubs, with styling by the fashion editor Jodie Barnes.
Kim Andreolli, artistic director of Value Retail, said the retail outlet operator is now a luxury brand, and the campaign, which was created in-house, is meant to reflect that. “This campaign needed to be like that of a Gucci or a YSL, and the idea was to create something like a fashion story, showing the villages as a fun, intelligent place to be,” she said.
The images show women and men snapping photos, whiling away their time in a café, strolling or riding luxury bicycles around the villages. “The whole concept was the Grand Tour, and the European traveler who may be at The Louvre one day — and La Vallée the next,” she said, referring to the company’s outlet village located inside Disneyland Paris.
The campaign breaks in March issues of titles including Vanity Fair, and the Spanish and Chinese editions of Vogue, and later in titles including Harper’s Bazaar and G.Q. in territories including the U.S., China, Brazil, and Russia.
Andreolli said there would be a similar campaign for fall, and Value Retail plans to mount further campaigns in coming seasons.