New Look is the third largest womenswear retailer in the
UK, with over 500 stores and an expansion programme that will
see the company grow into France, Belgium, Dubai and beyond.
Already a hugely successful business, the challenge was to raise New Look’s profile up from the wallpaper of low-cost high street retailers to the most respected brand for fast, affordable, aspirational fashion.
Our solution was built on the simple insight of newness – talk about newness more than anyone else
and create a programme of activity
that demonstrates New Look’s ability to spot new trends and take fashion from catwalk to high street faster than anyone else.
After 2 years we’ve provided a new brand positioning ‘The New Now’, and built a fully integrated campaign that has touched almost every part of the business.
Our campaign strategy involved internal communications,
a programme of high profile PR stunts, in-store and high street experiential marketing, trade events and by no means least all fashion photography. This requirement demanded window posters, window dressing, online and advertising
to be changed every 2 weeks.
Ultimate Window Shopping was
an interactive window display that enabled passers-by to be photographed and become the
face of a window mannequin.
Across three stores and six weeks,
over 25,000 photographs were taken and the activity received a Design Week Award for retail innovation. Walking Windows was ambient theatre that travelled the UK and Europe – literally taking the window out onto the high street. The activity paid for itself in one day with voucher redemptions in-store.
We achieved enviable results – a store card launch that achieved a European record-66% above targets; a reputation for curating the most inspired and unexpected press events in the industry; Walking Windows: 56% spontaneous recall. (Millward Brown) ‘Fashion Funfair’: over 200,000 visitors PR: national publicity including front cover national newspaper, prime time Radio 1 and GMTV.
Overall we achieved the target measure of 20% increase in spontaneous awareness of ‘New Look doing something different’. (Millward Brown)
New Look has grown from having
a reputation for high street cheap,
to being renowned for aspirational fashion and innovation capable of satisfying the most savvy, celebrity-obsessed fashion consumer.
