New Look puts brand at centre of summer drive

Fashion retailer New Look is embarking on a significant marketing drive aimed at raising the brand's profile and creating greater engagement with consumers.

New Look: greater brand-emphasis in communications
New Look: greater brand-emphasis in communications

This week, New Look will launch a TV ad, created by Mother, to promote its summer wear. Using the strapline ‘24/7 fabulous’, the ad, entitled ‘100 days of summer’, shows customers how to style their look for the season.

The TV spots range from 30- to 60-second executions, with supporting print, outdoor and online activity. All ads will emphasise New Look’s product categories, such as footwear and swimwear.

The models used in the ads represent a range of body sizes and ages to push the message that New Look’s clothes can be worn by everyone.

A total of 100 models were cast, with some appearing in the ad campaign and others on the retailer’s website. Some of the models were chosen through street castings and events advertised on the brand’s Facebook page.

The retailer and Mother have also been involved in the production of a TV series, New Look Style The Nation, which will air on Channel 4’s youth strand, T4, in June.

The six-week series, presented by Nick Grimshaw, will feature a ‘style panel’ composed of designer Giles Deacon and New Look group creative director Barbara Horspool. It involves a UK-wide search for ‘uber-stylish’ members of the public willing to compete for a job at New Look. The winning candidate will work on the brand’s future campaigns.

‘Celebrating our customers’ individual sense of style and excitement for fashion has always been at the heart of what we stand for, and this programme helps us do just that,’ said Nick Cross, New Look group chief marketing officer.

Former Selfridges and Egg marketer Cross, who joined New Look from consultancy The Foundation last year, explained that the retailer will be ‘turning up the volume’ on its brand-led marketing.

‘New Look is a very big bus-iness with 9m customers. It has a great share in womenswear and is number one in footwear, but it has kept its head under the parapet. This is about raising the profile and distinctiveness of the brand,’ he added.

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