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The marketing Mix


Mix denimColes’ exclusive apparel brand, Mix, has stepped up it marketing, driven by the rollout of the range to 50 further Coles locations.

Mix, which launched in 2011, is now sold in 132 Coles stores Australia-wide, as well as online.

Mix’s marketing efforts have been ramped up of late, and include a number of different mediums.

“It’s pretty comprehensive, we have a standalone catalogue that goes out to 1.2 million homes around Australia each month,” James Lavdas, Coles business category manager, apparel, told Inside Shopper.

“There’s about two months a year we don’t do a catalogue, and 10 months a year we have a standalone catalogue,” Lavdas said.

The brand has also just wrapped up a major outdoor campaign using brand ambassadors Dan McPherson and Ashley Hart revolving around denim, taking in bus backs and billboards.

“Now that we are at the 132 stores we can justify an outdoor campaign.

“We’re very active online, our Instagram account has flourished over the last couple of months, our Facebook fans have more than doubled since January and we’re starting to push it with famous fashion bloggers like They All Hate Us to spread the word.

“We’re really focusing on the Mix community online to drive the brand and have it connect with our everyday customer.

“Mix is its own standalone brand. It’s not what you would define as a housebrand, it’s a brand in its own right with its own ambassadors and DNA.”

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