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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.

 

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 1st 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 beach of Lisbon, where leading influencers, local celebrities, industry experts, and journalists celebrated the market entry of the fashion online shop. ABOUT YOU‘s corporate identity was reflected in all of these venues. The more than 1,300 guests were greeted upon arrival on an innovative, personalised “step&repeat” red carpet bearing the names of the invitees in the brand’s design. Further highlights included the personalised entertainment experiences using an innovative bluetooth low energy-technology, large-scale animations with campaign films, live concerts, as well as DJs for the Big Bang party.


Among the 650 guests in Milan were internationally renowned celebrities such as jewelry designer Valentina Ferragni, influencer Francesca Ferragni, designer and actor Mariano Di Vaio, model Elisabeth Canalis, musician Amedo Prezios,i and many more Italian stars. And in Athens, more than 200 top celebrities, influencers, and artists the likes of singer Eleni Foureira, model Ismini Papavlasopoulou, TV personality and model Iliana Papageorgiou, the actresses Evgenia Samara and Athina Oikonomakou and journalist Evridiki Valavani celebrated the launch of the fashion online shop. The fitting finale to the three launch events was the Big Bang in Lisbon last Monday, with more than 450 guests including Portuguese celebrities such as actress and model Rita Pereira, actresses Kelly Bailey and Sofia Ribeiro, singers Gisela João and Mickael Carreira, and many more.


With its unique concept, ABOUT YOU now digitizes the traditional shopping stroll in three further Southern European markets, offering its customers an extensive range of more than 100,000 products from over 1,000 brands, as well as free shipping and -returns within 100 days. 


Download high-resolution pictures of the launch events can be downloaded here.


Further information:

www.aboutyou.it

www.aboutyou.gr

www.aboutyou.pt 



ABOUT YOU

ABOUT YOU digitises the classic shopping stroll by creating a personalised shopping experience on the smartphone.  At ABOUT YOU, the focus is on the customers, who are supported in expressing themselves individually through fashion. On the website aboutyou.com and the multi-award winning ABOUT YOU app, customers find versatile inspiration and more than 400,000 items from over 2,000 brands. With more than 30 million unique monthly active users, ABOUT YOU is one of the largest fashion and lifestyle platforms in Europe. It is currently active in 26 European markets. With the ABOUT YOU Commerce Suite, the fashion tech company also offers its own e-commerce infrastructure as a licensed product. The shares of ABOUT YOU are listed on the Frankfurt Stock Exchange and were admitted to the SDAX® index in September 2021.

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