We’ve been waiting for it, planning for it, and building for it for six years… but what happens now that all the visitors are going home? “It’s going to be amazing,” says Woolworths Divisional Director of Marketing, Charmaine Huet. “If you think South Africa’s been a hive of energy, activity and passion in the run-up to the soccer, just wait! The world has seen just how great South Africa is, and we have every reason to be proud. As someone put it recently, ‘3 billion people will think we’re cool.’” It’s this spirit of optimism that’s inspired Woolworths summer 2010 campaign. “July 11 wasn’t the end,” explains Huet. “It’s the beginning. It’s time for us to recapture the spirit we felt back in 1994 and 1995. Our success in putting on Africa’s first World Cup should be the spark that sees our country achieve even greater successes in the future.” She adds, “Our campaign really focuses on the future and the incredible wealth of young, local talent in South Africa.” Real people “For the past few years, we’ve featured quite a few well-known South Africans in our ‘real people’ campaigns – people who are role models for young South Africans. Our summer campaign, however, is really built around fresh, new faces – young people who are representative of South Africa and committed to its future. Some of them, in fact, are our own Woolworths people.” There will also be a few familiar faces, including model Charlbi Kriek and DJ and MTV Base presenter Sizwe Dhlomo. “Summer 2010 will further help us position our brand as modern and youthful,” says Huet. Design direction for summer 2010 This youthful approach is not confined to the marketing campaign: the summer ranges are just as fresh, young and exciting. Pretty, casual looks dominate; denims and florals are worn together, and military-inspired styles live with lace. Shorts are key for everyone, from the classic customer to the coolest modern girl. Dresses, longer-length tees and leggings continue to feature. With hot weather expected, lightweight fabrics predominate in both knits and wovens, and fabrics are cleverly mixed together. Think lace panels in jersey knits, and embellishments on tops. White, naturals and nautical colours play key roles. There are also new, pretty pales as well as summer brights. Black and white combinations also feature prominently. Placement prints are important, and florals feature strongly. The season’s fashion essentials Woolworths introduced ‘The ‘Fabulist’ for womenswear and ‘The List’ for menswear to make it easier for customers to know what the season’s top 10 essential items are – and how to put together the season’s hottest looks. For summer 2010, ‘The Fabulist’ features the ‘Very Versatile’ tee dress (designed to wear with leggings or jeggings), the season’s essential ‘Love It’ longer-length shirt, the ‘Wanted’ waterfall cardigan, the ‘Collectable’ lingerie-inspired cami, the ‘Romantically’ ruffled tee, the ‘goddess’ dress, the cuffed pant, and the super sexy skinny jean. Rounding out the collection are the hottest summer sandals (i.e. the coolest clog, the strappy- and the statement sandal) and the essential drawstring bag. ‘The List’ for guys features the season’s essential slimmer-styled jeans and chinos along with denim and linen-blend shirts, the latest lean look in golfers and printed t-shirts guaranteed to be on summer’s must-buy list. Woolworths summer 2010 ranges launch in store on 25 August 2010.