By Chris Nicholls

SYDNEY: Philips Garment Care has announced it will partner with Westfield shopping centres to promote its latest ‘Look hot every day’ iron campaign.

The partnership, which will run between March and May, will coincide with Westfield’s ‘Winter What’s What’ promotion and centre on purpose built ‘Fashion Hubs’ in fashion-oriented Westfield shopping centres.

The hubs will include a purpose-built Philips display and demonstration area, where potential customers can receive fashion and style advice on purchases and garment care.

Philips will also include an advertorial in a printed ‘What’s What Style Guide’, which will have national distribution through all Westfield centres and as an insert in marie claire’s edition in March.

The campaign will also use the What’s What website, which goes live in March, to push customers to Philips’ iron range information page via a banner advert.

Philips will also provide garment care tips during more than 40 ‘Style Sessions’ held at the various Westfield centres, where invited, paying customers can see new season trends and gain advice on how to wear them to best suit their needs.

Philips Consumer Lifestyle business manager for Male Shaving, Garment Care and Hair care, Roni Robertson, said direct communication with customers was one of the campaigns’ key goals.

“Being able to communicate directly with consumers in a fashion environment and support our retailers were our key goals of the launch of the 2008 Garment Care Range.  We wanted to partner with a leader in the fashion arena and without a doubt Westfield fits our criteria,” said

She said the campaign was the company’s most comprehensive to date.

Philips also announced 29 per cent MAT value growth of for 2007, with absolute MAT growth value of $4.67 million.

Robertson said Philips expected growth to continue in 2008, due to their stronger marketing program and new products.

The 2008 Philips Garment Care range will comprise eight irons, from entry level at $59.95 RRP through to their $159.95 flagship.