Simone Pérèle makes over brand image with new ad campaign

By

Anaïs Lerévérend

Translated by
Nicola Mira

Published
Jul 18, 2017

Real women portrayed in their everyday lives: they are the new heroines at the heart of Simone Pérèle's latest advertising campaign. The French lingerie label has revamped its image for the Autumn/Winter 2017, after rewriting its brand codes with the JWT agency. The project is the brainchild of the new generation of Simone Pérèle's founding family now at the helm, the latest step in the company's modernisation and part of a strategic plan which has 2019 as its horizon.

For a long time, the label favoured a traditional sort of glamour, but now centre stage goes to the 'Simones', the faces of everyday life. Though they are not professional models, they all reveal "a touch more confidence in themselves, the mark of a fulfilled, accomplished woman," said Product Development Director Stéphanie Pérèle. The three brand ambassadors chosen by the lingerie label are Annina Roescheisen, multimedia artist, Marie-Eve Lacasse, journalist and writer and Ysaora Thibus, fencer. Two more 'Simones' have already been selected for the next Spring/Summer season: Louise Damas, jewellery designer, and Linda Bortoletto, explorer.

Alongside a pragmatic yet intimate mood, which puts the label "on the side of women", the new advertising campaign features a more contemporary graphic image. As well as launching on traditional media in France, in the press and on the web, from the end of September (an extra presence outside France is planned for future seasons), the campaign also includes video and print interviews with the 'Simones', published on social media and the label's website.

This year Simone Pérèle has given a fresh look to its website, and launched its first e-store at the end of May, shortly after opening a first physical shop in Paris. Plenty of contact points with the customers, to showcase the new image. Simone Pérèle is also busy putting the finishing touches to two new stores: a directly operated one in a shopping mall south of Paris, and another, in partnership, in Prague.

It is worth noting that international sales account for 75% of the label's revenue, which in 2016 was just shy of €80 million. Simone Pérèle is now keen to enter a new phase in its development, setting itself a growth target by 2019, supported by investment in advertising and in the creation of a small retail network.