What: Peek & Cloppenburg is using the Christmas season as an opportunity to launch its new brand identity as part of the transformation initiative to become Europe’s leading multi-brand omnichannel fashion retailer by 2026.

Why it is important: Peek & Cloppenburg will begin focusing on the ampersand (&) in marketing to highlight its goals of being an internationally hybrid brand that creates congruent worlds online and offline.

The Christmas campaign entitled “Merry Moments” tells the story of an unforgettable Christmas through an episodic approach. Characters will have outfit changes through jump cuts triggered by different audio which finally leads to “a suitable look for everyone at every moment.”

The episodes have been running on major broadcast stations across Germany and Austria with plans for print, street, online and social media placements to come.

Peek & Cloppenburg unveils new brand identity