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Fashion title launch to d'light
seventeen magazine will unveil its new fashion annual, deluxe, on the eve of SA Fashion Week at a launch event at FTV Café in Sandton, Johannesburg, on Tuesday, 28 August 2007, sponsored by D'lightiser. The stand-alone fashion supplement is aimed at the 18 – 25-year-old market.
“Tying in with seventeen is the perfect platform for the D'lightiser brand which targets all stylish, sexy and adventurous girls,” comments Gwen Ridsdale, brand manager for D'lightiser. As sponsor D'lightiser receives coverage in both seventeen magazine and deluxe, as well as on www.seventeen.co.za. Further opportunities include product sampling and questionnaires to seventeen's 13 000-strong UrbanScout database.
deluxe will have a locally shot cover and will contain editorials by young fashion pioneers, a design competition, profiles on young and upcoming designers and a street style “real-girl” element.
Gap in the market
The idea for the 116-page annual, locally produced by seventeen South Africa, came about when the magazine team realised that many older teens remain devoted to the brand due to its fresh approach to fashion. Later, research showed that there is a definite gap in the market for a strong fashion brand that talks exclusively to the youth.
Included in the content line-up are six cutting-edge fashion editorials, as well as a showcase of the hottest young names to look out for in the local design and fashion scenes. The launch issue also features the work of the winners of the young fashion photographer's competition, sponsored by Canon and photographic agency OneLeague.
10 000 copies will be printed and distributed around the country to all major retailers. The supplement will be on sale at R35.00 for a period of three months.
First to witness
seventeen's over-18 readers, South African celebrities and top youth brand managers will be the first in SA to witness the unveiling while sipping on D'lightiser and Skyy Vodka cocktails and watching one of the country's hottest duos, Goldfish. D'lightiser is a cheeky, sassy beverage range from Appletiser, available in three flavours.
D'lightiser has updated its website www.dlightiser.co.za to include an online campaign which targets the quintessential D'lightiser girl. This campaign includes an online competition from the middle of August and interactive component.
