charming charlie Unveils First-Ever Advertising Campaign, "Find Your Fabulous," This Holiday Season
Campaign Shot and Directed by Terry Richardson
HOUSTON, Oct. 3, 2012 /PRNewswire/ -- This holiday, charming charlie will debut its first advertising campaign, "Find Your Fabulous," shot and directed by world-renowned photographer Terry Richardson. The new, multi-faceted campaign will come to life beginning in November through an assortment of print, television and digital advertising. It emphasizes charming charlie's belief that anyone can look glamorous and feel fabulous without having to spend a fortune. The campaign features eye-catching models styled in layers of accessories, showcasing that statement pieces from charming charlie are more than a punctuation -- they define a look.
The campaign was created in partnership with advertising agency of record Lambesis, a full-service brand development company with a 25-year legacy of building billion-dollar brands. The visually stunning advertisements reflect charming charlie's belief that if it feels good and looks good, wear it in every color it comes in.
"Our goal was to focus on our trend-right assortment and the brand's compelling value for such products," said Charlie Chanaratsopon, Founder and CEO of charming charlie. "We took a fresh approach in our campaign with a message that embodies what charming charlie does best—making the aspirational attainable. It truly hits the mark in conveying how fun and accessible our product and brand experience is."
In addition to the fully integrated marketing and advertising campaign, Lambesis is partnering with charming charlie to create a brand identity for the company, marking another step in its continued evolution. Lambesis was tasked to give charming charlie an ownable brand identity by establishing it as a global leader of fashion accessories. This includes an updated logo, a new brand voice, in-store visual identity and a redesigned website. "The brand positioning was developed to bring a designer image with value pricing to a mass retail offering. We are bringing the aspiration to the consumer while celebrating the value pricing of charming charlie," said Chad Farmer, President and Executive Creative Director of Lambesis.
Since launching in 2004, charming charlie has become a leader in women's fashion jewelry and accessories, offering a wide array of colorful, of-the-moment products, merchandised by color at compelling values that leave customers happy and wanting more! In less than eight years, the company has grown to 218 stores in 35 states with more than 5,000 employees.
About charming charlie
charming charlie, the award-winning fashion accessories retailer, is the one-of-a-kind source of style that's been helping women find their fabulous since 2004. Winner of several awards over the past few years, charming charlie has been recognized for leading a retail revolution. Its uniquely designed in-store experience features an unparalleled variety and volume of accessories, ingeniously arranged by color, making that perfect accent fun and easy to find. With more than 200 stores in the United States stocked full of the all latest trends, charming charlie is spreading style from coast to coast with fabulous, affordable fashions and insider style advice that has women coming back again and again.
About Lambesis, Inc.
Lambesis designs iconic brands through ideas that are strategically-grounded, enduring and culturally relevant. For 25 years, its unique emphasis on strategy and design has produced dramatic and sustained growth for its clients and has been cited in both media and cultural references. For more information, visit www.lambesis.com.
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