The Very Group launches Haus of Flamingo fashion platform, developed in collaboration with The Gate

Online retailer The Very Group has unveiled its new fashion platform, Haus of Flamingo, with the launch of a summer campaign.

According to a press release, the platform, which has been developed in collaboration with The Gate, “combines the sentiment of Very’s brand proposition, ‘let’s make it sparkle'; the energy of the retailer’s fluent devices, its three flamingos, and an aspirational and relatable style to create an irresistible brand world full of pink and originality.”

“Haus of Flamingo encourages customers to free their inner flamingo and empowers them to express their confidence and unique sense of style.”

Very’s research shows that its core customer loves fashion and engages with the category to carve out ‘me time’ in her busy schedule. She is searching for a way to feel current and confident but finds a lot of fashion marketing unrelatable.

As a result, the new platform invites them to rediscover their love of fashion in a playful, stylish, and accessible way.

And it does so for the first time at a key point in the calendar: Very’s May mindset surveys for 2022 and 2023 respectively saw circa. 40% increases in the number of customers looking forward to holidays abroad.

The launch campaign for summer features a hero 30" film, along with a 20” and 6” cut down versions, plus social first content, in a campaign produced by director duo Hot Icarus of Twice Pictures in collaboration with Very's in-house creative team.

This will run nationwide across VOD, digital, social media and influencer activity. Media planning and buying was handled by Dentsu and postproduction by Nomad London.

Jessica Myers, Chief Marketing Officer at Very, says: “We’re thrilled to introduce our customers to Haus of Flamingo, which invites everyone to immerse themselves in the colourful and varied world of Very fashion.”

“The first outing of our new fashion platform marries the attitude of our new flamingo fluent devices with the enticing world of fashion, which we know our customer will love. We want everyone to unleash their inner flamingo.”

Charlotte Wolfenden, Managing Director at The Gate, says: "Welcome to Haus of Flamingo - the fabulous, flamboyant and unapologetically pink new home of Very fashion.”

“The world of fashion can sometimes be an intimidating place, so we wanted to loosen things up, creating a refreshingly accessible new world. It takes style seriously, but not itself – just like Very’s customers.”