Leading online retailer Fashion Union announced that they are the headline sponsor for Sky channel E!'s new reality show, 'Chasing The Saturdays'.
The campaign starts on 3rd February and runs for ten weeks and the online women's wear brand are sponsoring girl-group The Saturdays' new reality show on E! in which they take on life in Hollywood and begin work on their new album. The show will broadcast once a week with a minimum of five additional repeats per week. TV spots will include opening and closing credits as well as four five-second bumper breaks per show.
The campaign, which is targeted primarily at women between 16 and 34, aims to continue to raise the profile of Fashion Union and further position the retailer as the one stop online destination for up-to-the-minute women's clothing and fashion. Activity will also include an online push via social networking sites, Facebook and Twitter, including a competition to win The Saturdays' latest look.
Fashionunion.com launched in 2009 and has swiftly become a leader within online fast fashion. The brand targets the on trend women's wear shopper, fashionunion.com boasts an extensive and regularly updated collection, which includes the latest catwalk and celeb inspired trends in women's wear, including going out dresses, mix and match separates, women's shoes and accessories.
Pawan Khosla, CEO at Fashion Union said: "This is a major campaign for Fashion Union. It's the first time we've explored TV advertising in this nature and E!'s audience is a great fit for this campaign which is very much in-line with our targets and business objectives. "There is a clear synergy between Fashion Union as a clothing brand and the programme content of 'Chasing The Saturdays'. Out target audience has a real affiliation with the girl group and this sponsorship allows Fashion Union to remain front of mind when viewers are looking to recreate the outfits worn by The Saturdays in the show which fits in perfectly with Fashion Union's commercial strategy."
Since their launch, Fashion Union has become a leading online destination for fashion-forward girls. Fashion Union has grown to become an online one stop shop offering on trend catwalk and celeb inspired clothing, shoes, and accessories as well as offering style advice and inspiring fashion features.