McArthurGlen, leading operator of designer outlet centres in Europe, will launch its first global marketing campaign this month under the title The Art of Denim. The four million Euro budget campaign will begin at the McArthurGlen outlet in Luxembourg on August 31, then tour throughout Europe and come to an end in the outlet centre in Parndorf, near Vienna, on November 5, 2013.

Each related outlet centre will celebrate the campaign differently with special events and offers such as tailoring options for denims, styling offers and price reductions, as well as a denim styling award in conjunction with Elle magazine. Several international denim brands have partnered up with McArthurGlen for the campaign.

Outside of Europe, the campaign will be played in Brazil, Russia, China and South-Korea as these represent a growing share of international visitors to the 21 McArthurGlen outlets.
“The campaign starts at a point in time where denim is again the big topic of current Fall/Winter collections,” said Julia Calabrese, CEO at McArthurGlen.
In 2012, McArthurGlen sold over five million denim styles, which makes around 600 pairs of jeans sold per hour.