Communication

ORSAY’s whole communication policy works towards one aim: To establish and promote the “ORSAY - The Feminine Style“ brand with the message “Thank God I’m a woman”. In order to achieve a high recognition factor, ORSAY’s presentation and communication are organised to a large extent in the same manner in all countries. Country-specific adjustments are made if necessary.

Philosophy

ORSAY stands for young, fashionable, good value (affordable) outfits, in which women can express their individual femininity at all times.We understand this promise to be our greatest challenge and orientate our daily actions accordingly.

ORSAY shops
The most important part of our communication takes place daily in the 570 ORSAY shops: direct contact with the customer. Therefore, each individual shop is important for ORSAY. Here the customer decides whether she feels good with ORSAY. When dealing with the specially-trained shop employees the customer should be given a pleasant, emotional ORSAY feeling. However, also the shop design, a clear presentation of the goods, merchandising which is easy to understand and inspiring display windows ensure a pleasant atmosphere in each individual shop.

Advertising strategy
The messages "ORSAY – The Feminine Style" and "Thank God I'm a woman", is always at the forefront of communication. In easy-to-understand campaigns it is conveyed that ORSAY always has the right outfit for every occasion for the collections: CITY, CASUAL MIX, PARTY, MODERN CLASSIC and FEMININE DENIM.
Advertising is developed and implemented at company headquarters in Germany jointly for all countries by an internal team in cooperation with an agency.