Communication

The whole communication of ORSAY works towards one aim: To establish the ORSAY brand and convey the message “ORSAY - The Feminine Style“. In order to achieve a high recognition factor the presentation and communication of ORSAY are organised in the same manner to a large extent in all countries. Country-specific adjustments are made in part to retain the closeness to each specific market.

ORSAY specifically uses various means of communication:
Display windows, external campaigns, print advertising, cooperations, catalogues and the internet. The ORSAY advertising is cheerful and international. This way the customer always experiences a positive ORSAY feeling.

The philosophy

ORSAY stands for young, fashionable, good value outfits, with which women can express their individual femininity at all times. Orsay wants all women to be able to afford to express their individual feminity with their outfit.

We understand this promise as our greatest challenge and orientate our daily actions accordingly.

The ORSAYshops

The most important part of the communication takes place daily in the 520ORSAY shops: the direct contact with the customer. Therefore, each individual shop is important for ORSAY. Here the customer decides whether she feels good with ORSAY. When dealing with the specially trained shop employees the customer should be given a pleasant, emotional ORSAY feeling. However, also the shop design, a clear presentation of the goods, merchandising which is easy to understand and inspiring display windows ensure a pleasant atmosphere in each individual shop.

The advertising in the display windows

The display windows form the biggest advertising platform at ORSAY. “ORSAY – The Feminine Style“ is communicated through these and customers and passers-by addressed directly in the shopping malls. The values of ORSAY are conveyed and the variety of the range presented through the posters in the display windows. The whole advertising is developed in the headquarters in Germany in a close cooperation of marketing, design and purchasing together with an agency and adapted for the other countries.

Public Relations

A small, but valuable part in the ORSAY communication is the PR work.
The most varied target groups are reached with this communication tool.
The PR work shows what ORSAY stands for and what the customer can expect from ORSAY.

The internet

The internet is the global figurehead for feminine fashion for ORSAY. Customers as well as other interested parties and the media can reach ORSAY 24 hours a day. The latest fashion trends and collections are constantly on offer in the online shop. So the customer has the opportunity to order her favourite outfit directly to her home at all times. Plus, also online is actual trend information, background information about the company, a large job market and much more. The information is always up-to-date.

The advertising strategy

The message "ORSAY – The Feminine Style", this message is always at the forefront in the communication. In easy to understand campaigns it is conveyed that Orsay always has the right outfit for every occasion for the four collections: CITY, PARTY, CASUAL and Feminine Denim.

The advertising should always give the customer a positive ORSAY feeling. She should feel good in the shops and ultimately with the ORSAY fashion. The advertising is developed and implemented in the company headquarters in Germany jointly for all countries by an internal team in cooperation with an agency.