Wanted: teenage label seeks similar brand for joint sales initiative

Young fashion-led retail chain Supre is on the lookout for its perfect match.
Just weeks after opening a new store in Sydney's heritage-listed Gowings building, the brand has gone public with its hunt to find a brand to align with in a unique cross-promotional marketing campaign.
The privately-owned and operated business is offering the successful tender the chance to supply creative promotional material to run across each of its 142 Australasian stores for one month per time.
The successful tenderer will also be offered the chance to put A3 posters behind all change room doors, A4 posters on top of the floor racking in all stores as well as a 10-second verbal feature on the brand's instore music program.
Other highlights of the advertising package include a feature page on the Supre website and a promotional feature in its fortnightly newsletter sent to more than 80,000 customers.
There is also scope to develop cross-promotional swing tags to products linked to the campaign.
The total value of the campaign is around $20,000.
Supre international brand manager Cathy van der Muelen said ideally the call to action would attract either a book publisher keen to promote a new teen book launch or a movie promoter attempting leverage the brand to generate publicity for a new teen movie.
The brand would consider a hot new brand launch, the only real pre-requisite was that the brand "reflects similar values" to Supre, van der Muelen said.
While some argue cross-promotional activity of this kind could devalue the brand, van der Muelen argued the opposite was the case.
"These brands are not competitive to Supre but complementary. Teaming with another brand for instore advertising offers more value for customers [via] prizes and free samples. By aligning with other brands it makes Supre more than just fashion. [It makes it about] a teenage girl's lifstyle."
Previously Supre, which Nielsen Media Research AdEx figures show spent an estimated $940,000 on advertising last year, had run similar ad campaigns with Sunsilk Styling, Clean&Clear as well as a one-off promotion for singer Jesse McCartney's last album all of which had been a great success, van der Muelen said.