Very Group has launched the first multicategory campaign for its Haus of Flamingo concept, moving it beyond just womenswear. The travel-focused two-part TV-focused campaign, called ‘The Departure’, aims to inspire the desire for shopping spring looks with the digital retailer releasing the second phase later this spring.
The campaign also offers a timely introduction of new fashion categories as the Haus of Flamingo umbrella branches out from womenswear “to reflect customer shopping habits”.
In addition to women’s must-haves, the campaign showcases products from menswear and kidswear, as new data from the online retailer reveals “a significant 40% of its fashion customers are shopping cross-category”.
Telling a story of escaping the dull, grey winter “and flocking to the ever-fabulous Haus of Flamingo”, the new ad is set in a stylised airport environment, “making recognisable airport moments look chic”.
An overweight bag also provides an “opportune moment to elevate an outfit”, while the security gate “is the perfect time for Very’s signature flamingo pose”.
The Departure campaign features a hero 30-second TV advert, along with cut-down versions, including a Very Pay bespoke asset, mens and kids stand-alone assets and an extensive suite of social-first content.
The ad was produced by Kode and directed by Lu Xiao Wei and includes a selection of stills captured by photographer Aura Skulskytè.
It will run in the UK and Ireland, across TV, VOD, social media, press and online.
Very Group said: “Haus of Flamingo has had a flying start since launching in summer 2024, driving strong brand attribution and greater distinction. This has driven an impressive 10% uplift in brand consideration across the retailer’s womenswear category.”
Jessica Myers, chief customer officer at The Very Group, added: “We’re now rolling the [Very] platform out across our other fashion categories to really showcase our amazing multi-category offering which we know is important to our customers as it gives them the ease of buying for themselves and their family all in one place.”
She added: “Cutting through the sea of sameness in the women’s fashion space is hard, but Haus of Flamingo does exactly that, with data showing we’re on to a winner. The Departure encourages customers to free their inner flamingo, empowering them to express their confidence and unique sense of style.”
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