Client
New Look plc

Brief
We are growing our fashion chain from our High Street into new superstores and flagships. How do we leverage our friendly, small-store heritage into large-format, building the brand but not losing our core customers? How can we then roll this out and back downwards into the small format stores?

Approach
Working closely with the New Look marketing, operational, buying/merchandising and property teams, and building on existing customer research, we worked up a series of “archetypal” customers and iconic experiences. The journeys round the store these archetypes took, and their mood, mission and mindset while shopping helped us create “moments of touch”, a narrative vocabulary, colour/shape and media palette, tones of voice and seasonal imagery/video with which to appeal to each customer.

Outcome
We created a full brand bible for in-store marketing and the visual proposition, tested and rolled out through the superstore acquisition programme and incrementalised back downwards into the business.

Feedback
"Your team really understood our business and our customers, and helped us build our brand at a crucial time in our history. We felt you were on our side."
Julie Cleaver, former Marketing Director, New Look