Apr 26

NKD starts TV-campaign: The Big Dress Festival at NKD

  • Wide-ranging campaign with Radio-, Print-, Online- and PR-Measures
  • For the first time TV-Commercial
  • Summer dresses at the special-offer price of Euro 5,99

Bindlach, 17th April 2018. The textile company NKD in Bindlach starts into the summer season with a wide-ranging campaign. The focus is on fashionable dresses that convince with five trendy designs and a sensational price. For the first time NKD is broadcasting TV commercials for the campaign.

Under the slogan “The Big Dress Festival”, the German textile company introduces the summer season and raises the attention of fashion-conscious women. In the foreground of the wide-ranging campaign are summer dresses at a promotional price of 5,99 Euros. As of April 26, the dresses will be available in all NKD stores and online at NKD.com. The model is available in five different designs and three styles. For the first time, NKD is broadcasting TV commercials within the campaign. These are presented nationwide on selected TV channels.

„In 2017, we took a new, strategic approach in terms of external communications. Within our current campaign, we are taking a new, future-oriented direction and with TV are opening up a channel with a wide coverage. With our highlight product, we address a broad target group and set attractive buying impulses. It is our goal, to emotionally charge the brand NKD and to systematically further increase the brand awareness. Further action will follow in 2018 and pay into the new strategy“, says Dr. Ulrich Hanfeld, CEO of NKD Group of Companies.

High attention thanks to a broad set of measures

In addition to the TV commercial, numerous other measures accompany the campaign: Cross-media media cooperation in women’s-, daily-, and people’s media, advertisements in the national daily press and in weekly titles as well as competitions provide wide-ranging attention. With radio commercials and online radio as well as an increased edition of the NKD supplement, the sale of the summer dresses is flanked. At the POS, customer attention in the stores is directed to the extraordinary campaign by specially staged sales areas. Online, newsletters in the “Shop the Look”-Design, videos of the dresses and animated banners point towards the dresses. Numerous PR measures complete the campaign.


TV-Commercial “The Big Dress Festival”


Extended version “The Big Dress Festival”


Behind the Scenes


The company NKD

With a total of 1,800 stores in Germany, Austria, Italy, Slovenia, Croatia, its own online shop and around 8,000 employees worldwide, the NKD Group is one of the largest companies in the textile retail sector. The offer ranges from current fashion for the entire family and functional sportswear to home textiles and seasonal decorative items to selected brand ranges.