The fast fashion brand R&B is back with a fashionable campaign to cover Dubai, Sharjah, and Ajman with the winter collection around the fourth week of October. The previous campaign was back in August to promote their summer collection. It seems like the brand is following the seasonal scheme here. The Brand used multiple OOH mediums for the campaign as they used hoarding, digital screens, and mega com. Also, it’s been noticed that the campaign used both Arabic and English versions to reach a bigger audience, whether you’re a local or a foreigner. The visuals display the kid's and women's collections with the hashtag #styleyourstory to add a personalized dimension to the campaign and give the audience the impression that every piece is tailored especially for you. Which is a very famous technique in marketing to get the audience emotionally attached to the brand. It’s worth mentioning the Apparel Group’s R&B is not referring to the music genre as the majority may think; as per their website, the brand explained that R&B stands for Rare & Basics; Rare stands for fast fashion, and Basics stands for never out of stock products.
