Marketing and communication
- Yamamay considers communication its key strategy.In 2010, Euro 13.5 million was invested in advertising and promotion with a view to meet the same figure in future years.Yamamay supplies high quality advertising material to all stores in the chain.
- Five catalogues are distributed every year (one for each collection)
- Approximately 11 million catalogues were published and distributed in 2010.
The Yamamay brand is promoted through leading fashion magazines and the major daily newspapers, via television (with a preference for themed channels) and radio, as well as via large roadside billboards.
Yamamay presents “In the Mirror”
Yamamay presented its first commercial on 25th September 2011 on every Italian national TV channel and in Italian cinemas. The impact was strong also on the internet: blogs, websites, facebook, Google, YouTube, as well as the major on-line news publications.
It’s a film rather than a commercial: it was directed by Paolo Sorrentino, one of the most famous Italian directors in the world and its tarred one of the most prominent Italian TV actresses, Isabella Ferrari. Their cooperation has created a real work of art: elegant, sensual and of the highest quality.
Yamamay and the Star System
To increase the brand’s visibility, especially abroad, Yamamay has established a partnership with some exceptional stars, particularly in the music world. The most important are with Jennifer Lopez for women and Bob Sinclar for the men’s collection
