BRAND STRATEGY & ART DIRECTION
The Challenge:
‘Make it lifestyle led not price led. Talk to all our customers on their terms’
The Approach:
Stage one: Engage new and existing shoppers with a friendly tone of voice, less reliance on price promotions and an important break away from what had become ubiquitous for New Look imagery, the sneering model! Customer research gave us valuable insight. The New Look customer just wasn’t confident, and essentially found models looking directly out of point of sale or advertising imagery, just too confrontational. So, we went in softer, with friendly or averted eyes. The sales results and further customer testing both quant and qual, gave us confidence to double down and build on this strategy.
The second part of the strategy, was to use psychology. We looked at the big five personality traits and realised our customer fitted all except one. So in many images we had a model to represent each of those personalities, and their clothing and styling would reflect these individual characters. The entire shoot team got behind this strategy, and really embraced the characters.
NEW LOOK - CHINA LAUNCH
NEW LOOK - CHRISTMAS
