Fashion is fast moving, fun and all about the lifestyle. The previous brand was generic and repetitive, so we decided to develop a seasonal campaign-based brand that was relevant and on trend, moving with the fast-paced nature of fashion, giving flexibility to the brand at every moment, whilst maintaining their own look.

Our seasonally-focused campaign plan that aimed to look at global trends, and follow them with fun, fresh and unique in-store assets and an online presence that was tactical, playful and delivered relevant content to a youth audience, through engaging with lifestyle influencers to co-create content, as well as develop our own playful tone of voice on social. We drove in-store theatre through competitions and cardboard cut-outs of our characters so people could engage with them across touch points, including in-store.

To save on budget, we stacked landscape video in a portrait format to fit social media, creating cut downs and digital iterations based on locally-relevant events such as load-shedding.We refreshed their stores, bringing them in line with global retail trends and creating a funky look and feel that highlighted key merchandise.

We even helped them relaunch denim back into stores, through working with their fashion consultant, we identified key drivers in styles and the fit of denim products relevant to the South Africa market, as well as key communications trends, and the focus of in-store layouts, moving away from the old-fashioned styles that did not fit well, thereby helping them compete in this space with key competitors like Mr P, Cotton On, H&M and The Fix.