QS by S.Oliver has undergone a brand relaunch, in which the direction has been revised and the collection has been further developed.
With the realignment, “a viable and competitive brand construct” is to be built up, the Rottendorf-based clothing supplier announced on Thursday. The brand focuses primarily on Gen Z.
In order to reach this target group, the collection has been “continuously developed” over the past few months, a spokeswoman told FashionUnited. When developing the collection, the values and attitudes of this generation would be the focus.
The collection is offered in “seasonal drops” with a focus more on the communication behind it and the wording. The releases of QS by S.Oliver were already monthly. Now they are to be advertised more with campaigns and influencer cooperations, according to Rottendorf. The first drop is available for order in the S.Oliver showrooms with the August, September and October collections from March 31 to April 21.
S.Oliver wants to reach a young target group with Tiktok choreography
In this context, a new logo and the new claim “Fun is where you are” were developed. Slogans like “Fun is a mix that gets the crowd going wild” and similar ones are the focus of the current campaign. The music for the campaign was produced by the German music producer Miksu, who has already worked with many well-known rap artists such as Sido, Loredana and Bausa. A dedicated TikTok choreography was also developed with the choreographer Maxi Fesenmayer. QS also wants to reach its target group via the social media platform Instagram.
For the development of the brand relaunch, S.Oliver brought in the Düsseldorf creative agency Vivalu. “Vivalu’s holistic approach has shown us that it is part of this culture and that it really understands young people. This is the only way we can get this critical and demanding target group excited about the QS by S.Oliver brand,” said Benjamin Isenheim, Director of QS by S.Oliver.