DGAP-News: ABOUT YOU Holding SE / Key word(s): Miscellaneous
ABOUT YOU Holding SE: ABOUT YOU continues its expansion in Southern Europe, celebrating market launches in Italy, Greece, and Portugal
01.11.2021 / 12:41
The issuer is solely responsible for the content of this announcement.
ABOUT YOU continues its expansion in Southern Europe, celebrating market launches in Italy, Greece, and Portugal As one of the fastest-growing fashion platforms, ABOUT YOU continues to drive its remarkable growth and international expansion forward. The online fashion shop is now operating in three further Southern European markets, as it launched in Italy, Greece, and most recently Portugal in September and October of this year. Each of these market launches was accompanied by large-scale Big Bang campaigns and spectacular launch events attended by more than 1,300 well-known influencers, celebrities, industry experts, and journalists.
Hamburg, 01 November 2021 – ABOUT YOU, Europe’s digital fashion destination for discovering outfits, brands, and trends, carries on with its international expansion: The fashion online shop has launched in three more markets and is now available in Italy, Greece, and Portugal in addition to its existing shops in Spain and France, which had the launch campaigns earlier this year. With its proven data- and technology-driven concept, ABOUT YOU has a large and ever-growing presence in 26 European markets. "We are very happy about the successful launches in Italy, Greece, and Portugal, and to further expand our international footprint in Southern Europe. We have not only proven that we are capable of conducting multiple large-scale launch campaigns with spectacular Big Bang events simultaneously but also how effective our go-to-market playbook is for our continued expansion", says Tarek Müller, co-founder and co-CEO of ABOUT YOU. As per ABOUT YOU’s go-to-market playbook, the company executes its market launch in a three-phase cross-media campaign. In the one-week teaser phase, the claim "Who the f*** is ABOUT YOU?" initially generates curiosity across all media channels, before revealing what ABOUT YOU is. The Big Bang reveal is celebrated with a spectacular launch event, including numerous out-of-home, TV, radio, and online media commercials. The third and final phase of the market launch campaign has the goal of raising brand awareness with a diverse range of content and exclusive discounts. Using this approach, ABOUT YOU has achieved massively successful launches, with app downloads leaping up to 1 st rank in the Apple App Store on the day of the Big Bang. More than 1.4 million users in Italy and over 500,000 in Greece and Portugal have visited the fashion online shop on the first day. Since the start of the Covid-19 pandemic, the latest expansions mark the first time that Big Bang events could be hosted in strict compliance with the respective local regulations. The three exclusive launch events were held in exceptional venues in Milan, Athens, and Lisbon: at Milan’s most famous swimming pool, the Bagni Misteriosi, in the atmospheric off-site location Pygros Melissourgou in Athens and the former restaurante Bica do Sapato on the […]