G-Star RAW, Continuously Expanding

A brand inspired by street style, G-Star Raw has come on in leaps and bounds in recent years to become a household name in the UK fashion market. Besides their fantastic jeans and men’s jackets, the brand aims to combine high fashion with edgy, rock ‘n’ roll elements – and it succeeds. Having secured a huge number of loyal fans, the brand looks set to remain popular for years to come.

The brand’s latest advertising campaign is also set to further improve brand awareness around some of London’s trendiest hotspots. G-Star RAW recently unveiled their spring/summer 2012 collection, and the advertising campaign behind the range is being taken to the streets – straight to the people who help make the brand as popular as it is.

Featuring Clémence Poésy – of Harry Potter and Gossip Girl fame – and Vincent Gallo, the brand has two unique and talented ambassadors to help increase its grip on the UK fashion market. The advertising campaign will focus on banners pasted on London taxis and in the London Underground.

As the most popular way for Londoners to make their way around the capital, the Tube is a fantastic platform for advertisers to promote their brands. The campaign also includes advertising on 30 London taxis which have been covered from top to bottom in G-Star RAW branding. The campaign is relatively short – only 2 months in total – but with targeted areas including Soho, Covent Garden and Mayfair, it seems that getting the message across to the right people is inevitable.

The brand is not only becoming more popular in the UK. Recently, it opened its largest international flagship store in Hong Kong’s iconic Times Square area, with a number of local and international celebrities present at the launch. And as if one new store in the East isn’t enough, the brand will also be opening a shop in Manila, Indonesia, in July.

The shop in Hong Kong is the biggest G-Star premises in the world, and it’s almost the icing on the brand’s rapid expansion (cake) during the past few years. The growth has seen G-Star shops popping up in Tokyo, New York, Sydney and Los Angeles in recent years, making it a truly global brand with global ambitions. And for the time being, those ambitions seem likely to be achieved.

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