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Eric Bompard Goes Ashore in the UK

 

Posted on December 4, 2007
Grégoire Delahaye

 

How can you rethink your communication strategy if you are already the leader in your market and your image is well-established?

Eric Bompard, the French specialist for cashmere clothing, has asked itself exactly this question before tackling the British market. Up till then, the brand, which is already firmly established on the international market, sold its items mainly in boutiques all over the world: in France, Belgium, Switzerland and China. The brand has recently opened its 35th boutique on the famous Champs-Elysées in Paris, France.

For its arrival in the UK, the brand has opted for innovation based on two web-based concepts. In cooperation with the French web agency E-Mazarine (part of Mazarine group specialised in luxury products), Bompard has redesigned its website British style to celebrate this event.

Bompard has also made use of this new launch to viralise its communication. Assisted by BuzzParadise agency, the brand has selected several dozen influential British bloggers. Each of these women has received a package 100% cashmere (bonnet and gloves), which they may test and freely talk about on their blogs, thus creating conversations about the brand and shaping its image.

This kind of communication seems bold for a traditional luxury brand and shows its will to be transparent. Eric Bompard also follows the trend of the expert consumer whose opinion counts as much as the one of a specialist in the industry.


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