It’s All About The Dupes for La Redoute
Insight
As consumers continue to seek luxury style for less, dupe culture has become a powerful driver of search, social engagement and purchase consideration.
Idea
French fashion and homeware brand, La Redoute, challenged us to help boost its SEO by creating an online buzz for its stylish and affordable products, while also driving direct links back to site and overall brand awareness.
We identified relevant La Redoute dupes to sought-after designer accessories from brands including Gucci, Chanel, Loewe and Bottega Veneta.
We packaged and shared the likeness of the La Redoute Horsebit Bag with a similar version from Gucci, its Ballerina Pumps to Chanel and its Shopper to Bottega Veneta, to money-saving media contacts and secured standalone coverage in key gold-tier national media.
Impact
29m
Consumer reach via key national, consumer, and regional titles including MailOnline, The Sun, OK! Magazine and Daily Record
66%
of standalone online coverage featured a direct product link
Standalone
coverage resulted in the La Redoute Horsebit Bag becoming a top seller for the brand and selling out online
