In the womenswear market GERRY WEBER is one of the brands with the highest brand awareness. The company wants to use the high brand awareness to show attitude and encourage women of all ages to live what they love and be who they really want to be. “Women’s self-image is different today than it was yesterday and will be very different again tomorrow. And that’s a good thing,” says Angelika Schindler-Obenhaus, CEO of GERRY WEBER. “The positive response from consumers over the past two years confirms that we are on the right track. Now we want to take our brand to the next level.”
The team from Halle is pursuing clear goals: To motivate partners to use the power of the target group effectively and to win new customers together. The brand’s attitude is clear. So is the commitment to the target group. Already today, 59% of all women in Germany are over 40. GERRY WEBER now wants to exploit this potential with a new brand campaign, with continued consistent and stylish collection development and with a new, modern store concept.
The new campaign will be launched in August. It shows diverse characters who not only look different but are also really different. What unites them is their casual, individual presence: convincing, clear and unagitated. Each one is expressive in her
own way and stands by her attitude, her values and her impact. Inspiring self-determination is the focus.
In this way, GERRY WEBER takes up the communicative theme of “WE ARE GERRY”, but goes one step further and formulates its image of women and the world in strong statements: ATTITUDE OVER AGE or also: DON’T BEHAVE. BE YOU. Clinging and openly confessing, the statements are followed by: I AM SO GERRY and WE ARE SO GERRY respectively.
“For us, age is ju
st a number, nothing more, nothing less,” says Verena Kleinohl, Director Marketing & Brand Communication GERRY WEBER about the brand’s target group.
“Age rather stands for sovereignty and inspiration. It’s about attitude, mindset and a contemporary lifestyle.”
The campaign and the new store concept will kick off at the Premium in Berlin. GERRY WEBER will be in Berlin for the first time, where it will also present the brand film that makes the SO GERRY spirit tangible.
From August onwards, the campaign will be shown 360 degrees in print and online
media, in the stores and windows, on the website and in social media. Attention grabbing, accompanying advertising material will be available for the stores and windows from July onwards via the Fashion Cloud or GERRY WEBER Sales Support.
About the GERRY WEBER Group
Headquartered in Halle/Westphalia and employing some 2,200 people, GERRY WEBER International AG is one of the largest fashion and lifestyle companies in Europe. The company sells trend-oriented modern classic mainstream fashion in 54 countries. In addition to the GERRY WEBER brand, the GERRY WEBER Group also owns the younger TAIFUN brand and the plus-size brand SAMOON. For more information, visit
www.gerryweber.com