One week before the launch of H&M in Romania, on thestreets, in the underground, in magazines and on TV, the name ofthe Swedish retailer and the pictures of model Gisele Bundchen, theface of the latest H&M collection, are increasinglypresent.
"To be honest, I can't wait for this advertising campaign to beover. I'm seeing Gisele Bundchen more often than my friends andfamily now. She is everywhere," says Roxana, 27.
In the Piaţa Unirii area, where the retailer will open one ofits first stores, the Swedes have put their adverts on almost allbacklits available and have plastered the Unirii undergroundstation with adverts. The billboards are in fact present all acrossthe capital.
H&M has invested several hundred thousand euros in theoutdoor advertising campaign alone, according to some marketsources.
H&M representatives did not wish to provide a value of theadvertising campaign in Romania, citing the fact that the parentgroup "is listed on the stock exchange, so we cannot disclose thevalue of our investments or reveal the communication strategy."
Pentru alte știri, analize, articole și informații din business în timp real urmărește Ziarul Financiar pe WhatsApp Channels
