In June 2009 LPP S.A., the company that owns Reserved brand, has revealed the revised logo for Reserved and Reserved Kids (a subbrand for children).  The “re” part of the old logo was dropped and the new font is much more stylized, while the spaces between the letters are bigger which gives the new logo an unconstrained feel.

Example of Reserved's newsletter with a 20% discount for women's collection

As the economic crisis hit the clothing industry in Poland quite heavily in 2009 LPP S.A. changed the communication strategy of Reserved brand and cut the marketing budget mostly in the most expensive ATL area. Therefore in the second part of 2009 Reserved didn’t have any major advertising campaign. Instead the reduced marketing budget was invested in on-line activities at
http://reserved.com/
 and sales promotions. Reserved collected a large database of its clients’ emails and regularly sends out newsletters and promotion coupons via e-mail.  During 2009 Reserved has set up a FanPage at Facebook, got a Twitter account and in January 2010 it also started a bi-lingual blog (in Polish and English).

Midnight Dreamers - Reserved Fall-Winter 2009/2010 collection

Reserved’s Fall-Winter 2009/2010 collection was called Midnight Dreamers and it was promoted by several on-line black&white films. You can check one of them below.

Now Reserved is launching its brand new Spring-Summer 2010 collection which is said to be inspired by the fashion of the 1950s and 1990s.  The new collection boasts several interesting lines to look out for: Geometrical, Harem Urban, Office Summer, Romance, Luxury Jungle, Safarii, Chemical Girl, New Grunge, Child Woman and Retro Lolita.

A new advertising movie (above) has been shot to showcase the new collection, but it’s only available on-line, no TV campaign is planned. The film was directed by Tomasz Nalewajek, a guy who has already directed five other commercials of Reserved.

Reserved Man - a photo from Spring-Summer 2010 collection

The Reserved brand (
http://reserved.com/
) is the apple of LPP’s eye and by far the most successful clothing brand started in Poland.  The first stores under Reserved brand were opened in mid-1990s in Poland and until now there are over 110 Reserved stores across Poland. LPP soon launched the Reserved brand also in other countries such as: Czech Republic, Slovakia, Estonia, Lithuania, Lotva, Russia, Romania, Bulgaria, Hungary and Ukraine – until now there are over 120 stores under Reserved brand outside Poland.

Reserved is notable for its in-house advertising efforts to build the desirable image of a fashion brand. At the beginning Reserved had only outdoor campaigns targeting the areas where the first stores were located. As the Reserved chain grew and covered the whole country, the brand also started  TV, radio, print and internet campaigns. The models that presented Reserved clothes were always carefully selected and usually worked for other premium and luxury brands before.

Talidy Tomasi in Reserved 2005 Spring collection

In Fall 2005 Reserved launched first European campaign aimed at creating the fashion image for the brand. The campaign featured two models from Milan-based agency: Talidy Tomasi who presented the women collection and Ivan De Pineda who presented the men’s line. The campaign’s slogan was: Every Fashion Reserved for me.

Ivan De Pineda presenting Reserved's Fall/Winter 2005 men collection

The next big campaign started in Spring of 2006 to launch the Spring/Summer 2006 collection and the top models selected to advertise Reserved came from South Africa: Angie Schmidt (previously: Chanel and Dior) and Ruan Swanepoel (previously: Soviet Jeans). The campaign’s slogan was: Every Moment RE-Reserved for me.

Angie Schmidt in Reserved 2006 Spring/Summer campaign

The first TV campaign of Reserved was aired in Poland in March 2007. The TV spot was shot in Lisbon, Portugal and presented the new faces of Reserved brand: Polish top model Anna Jagodzinska (previously: Alexander McQueen, DKNY, Prada; currently in CK One spot) and Portugal model Hugo Garcia (previously: Cerutti). The campaign’s slogan was: With Love from Lisbon.

Anna Jagodzinska & Hugo Garcia in Reserved 2007 Spring/Summer Collection

Anna Jagodzinska remained the ambassador of Reserved brand for yet another big campaign which was launched in October 2007 to promote the 2007 Fall/Winter collection.

Anna Jagodzinska in Reserved 2007 Fall/Winter collection

Jagodzinska was teamed up with Paris-based Brazilian model Tiago Barcellos. The shooting for the campaign was set in Paris and thus the campaign’s slogan was: PARIS MON AMOUR.

Anna Jagodzinska & Tiago Barcellos in PARIS MON AMOUR campaign from Fall 2007

The TV spot was produced by Papaya Film and Universal McCann Warsaw was responsible for media-planning and buying. The concept for the campaign was developed in-house by LPP’s creative team.  The biggest advertising investments were made in Poland and Czech Republic.

Tiago Barcellos in Reserved 2007 Fall/Winter collection

The most recent success of Reserved is a striking campaign for Spring/Summer 2009  entitled Adventures Of The Stardust Girl which resembles the mood of the early James Bond movies.

The pair of new models featured in this campaign are:  Lindsay Ellingson and  Aaron Bruckner. Beautifull photos for this campaign were taken by Marcin Tyszka.

Reserved's megaboard promoting 2009 Spring/Summer women collection

Aaron Bruckner in Reserved 2009 Spring/Summer men collection