Dune London - Brand Communications Guidelines

MARKETING MANUAL • MARKETING CREATIVE

Content Guidelines Dune Marketing is continuously uploading Brand Content to Duniverse for the use of Franchise partners on digital channels. This includes campaign content, regular in-house content shoots (model and still life) and influencer content. This is mostly comprised of imagery but also some video and gifs. It is strongly encouraged that Franchise partners also invest in the production of Local Content, particularly with local influencers, provided it is in line with brand guidelines. Content Guidelines are provided in this manual to give direction on where and how often Brand Content and Local Content should be used, as well as guidelines on the production of Local Content. Franchise partners must adhere to these guidelines at all times. Sale & Promotions Creative and communication guidelines for sale, discount promotions and added value/GWP promotions are included in this manual. Please take note how each of these are defined by Dune Marketing: • Sale – Extended period of markdown on old season stock, including EOSS and MSS. • Discount Promotions – Money off or % off discounts, applied to only a selection of products, and for a limited period of time. • Added Value Promotions – Customers receive a product, service or experience in exchange for a full price purchase, for a limited period of time. E.g. Gift with purchase. All sale periods and promotions must be agreed with Dune Merchandising, and the supporting marketing plan must be agreed with Dune Marketing. Where possible and relevant the same promotions and markdown should be offered on ecommerce and in store. Duniverse All Dune London marketing materials and guidelines are available to download from the Marketing section on Duniverse; including assets for Campaigns, Brand Content, Calendar Events, PR kits, Promotion, Sale and Brand Tools. An overview of the marketing assets available on Duniverse and how to use the platform are included in this manual.

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