Madrid - The world-famous American model Kendall Jenner
and the European online commerce platform About You have decided to add their
respective sensibilities around fashion to shape a capsule collection, which
promises to surprise the millions of followers of the model so much all over
the world, and especially to residents of Europe. Region in which the
collection will go on sale simultaneously in the 23 European markets in which
About You operates, starting at 00:00 (CET) this coming Sunday, July
25. Moment in which the pieces of this capsule can be acquired, that yes
exclusively during the following 72 hours after its launch.
Under the name “Kendall for About You”, this collection
is presented as the first association between the model and the European
e-commerce, following the similar strategy that the company has been pursuing
along with other well-known faces, such as the Romanian model Laura Giurcanu or
the German singer and songwriter Mowgli. Thus, taking an important and
qualitative step forward along this same line with which they have been
directing their business model, signing a more international association with
the US model, which is thus divided into two parts. On the one hand, with
this first launch, which is scheduled to be followed by a second launch on the
other, already for the next Autumn / Winter season of 2021.
"With more than 173 million followers on Instagram,
Kendall Jenner is one of the great and most famous models in the world, and motivates
her followers with her personal and independent lifestyle," they explain
from About You through a release. But “it was not only their
individualism, but also their authenticity that convinced About You to create
this launch together with Kendall”, with an eye to making their styles and
looks become accessible “to buy in Europe” . An objective for which
e-commerce finally decided to "launch its first 'drop'" with the
model.
A collection made up of Kendall Jenner's favorite
pieces
As the most outstanding aspects of this first launch of
the “Kendall for About You” collection, we find in the first place that limited
time to which we already pointed of 72 hours, starting on July 25, in which the
garments will be available now sale in the 23 European markets in which the
company operates. This is the moment from which they will be able to start
acquiring some pieces that will reach the market in sizes from 34 to 44 (from
XS to XXL) and at a price that will range from a range of 39.90 to 79, 90
euros.
Meanwhile, as regards the character of the designs, this The first "drop" is made up of a total of 11 pieces of insulting summer
lines, all of them numbered based on the code 03/11, a number that refers to
the anniversary of the model itself. A succession of garments thus with
which it is sought, above all, to reflect Jenner's personal style, gathering
under this umbrella some of her favorite clothes and with a greater presence in
her wardrobe background. Purpose that as a result has ended up forming a
capsule that we will find composed of a wide list of basic garments, such as
t-shirts, tops, shorts or sweaters, along with more unique pieces, such as a bikini
or a lingerie dress. Designs that we will see made on a color palette in
which neutral tones prevail,
"I love the basics," explains Kendall Jenner
herself regarding the predominant line of this capsule collection, of which
"you can combine each piece of this release in an infinite number of
possible combinations."
"Our goal with this crusade is to generate
excitement among the digital native client community, and make Kendall's unique
style available to all About You clients," added Julian Jansen, Content
Director of About. You. "The launch itself has become very
personal," he adds, since "it is made up of Kendall's favorite
pieces."
A successful model based on the personalization of the
online shopping experience
Founded in the German town of Hamburg in 2014 and today
integrated into the portfolio of brands of the German multinational Otto Group,
About You is one of the European online fashion companies that have experienced
the greatest growth throughout these last years.
After reaching the category of unicorn, the first company
in Hamburg to achieve this, in 2018, the company has continued to develop a
business model aimed at creating an immersive, differential and personalized
online shopping experience, making use of an offer made up of the latest
fashion collections from more than 2,000 brands such as Nike, Calvin Klein, The
North Face, Diesel or Ecoalf. A model that has managed to spread across 23
European markets, adding more than 30 million monthly active users. An
audience that allowed it to generate total revenues of 1,170 million euros only
during its last fiscal year 2020/2021.
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