Exclusive: Cath Kidston plans Christmas activation

Sue Chidler, marketing director at retailer Cath Kidston, has told Event the brand is planning an experiential activation for the festive season.

Cath Kidston's marketing director reveals Christmas event plans
Cath Kidston's marketing director reveals Christmas event plans

The event will be based in London, Chidler explained, but will also reach outside of the capital.

"As we speak we are working furiously on something for Christmas," Chidler told Event. "I can't reveal too much information on it, but it will consist of out-of-store involvement with our consumers.

"It will be a London-based activation, and we are not ashamed of that as we are a London-based business. Our flagship store, 180 Piccadilly, does get special treatment for events but we are mindful that customers ask us to come to their hometown, so it will be something that reaches outside of the capital."

She added the activation will be created to reflect the brand’s personality. "It is important as a brand that as we get bigger, we retain our closeness with customers through live events."

The news comes days after Cath Kidston launched an experiential space in its London 180 Piccadilly store, called the Illusion Room, as part of a wider campaign to promote a new range of tote bags.

In December 2013, Cath Kidston launched its 180 Piccadilly store with a London-based activation, which featured polka dot taxis and floral print graffiti, as well as a giant Christmas present located at Marble Arch. 

Cath Kidston worked with agency Mission on the Illusion Room and 180 Piccadilly launch activations. 

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