New brand positioning for Fashion Days, signed by Leo Burnett Berlin

Fashion Days, leader on the online fashion& Lifestyle clubs in Romania and CEE, reinvents starting this autumn, adopting a new brand positioning at regional level, synthesized in the tagline “Every day is a fashion day”. The new brand positioning strategy is developed by Leo Burnett Berlin and comes along with a change of Fashion Day’s visual identity.

Fashion Days has completely new branding and design and is now a complex lifestyle and fashion destination.

For us, every morning starts with the same conviction: fashion and style are speaking about hugging and inspire change. But, the most important: they influence change. Our new brand manifesto underlines the fact that, together with the changes brought by fasion phenomena, one has the occasion to reinvent and the power to be  whoever one wants every day. We offer to the 6M members of our club the most appreciated brands, 100% original products and inspiration in an innovative mix of campaigns with discount of up to 70%, season collections and precious vintage pieces. We are invited our users to be inspired and to choose the message they want to send with their personal style, every day

Christiane Arnscheidt,

Chief Markets Officer Fashion Days.

The new positioning isn’t manifesting exclusively at visual level, but also translates into new functionalities added to the store: improve registration process, system of categories that ease the navigation and offer a more accessible and fun experience.

The innovation of the online platform is supported by “The Daily Issue” blog, that offer consumers fashion, beauty and lifestyle news.

Many of the ideas implemented by Fashion Days come from direct suggestions from consumers.

New campaign’s media mix is focused on TV, with the 1st TVC being developed at central level by Leo Burnett Berlin and adapted to the specifics of each market by local offices of Leo Burnett