Challenge
In a highly cluttered retail market, Matalan's communications were in need of a make over. Viewed as outdated with stores less accessible than their competitors on the high street, the challenge was to shift perceptions and increase consideration. They wanted to be "always on" to customers and make themselves the go-to place for stylish family fashion and lifestyle advice.
Insight
Fashion purchases are influenced by three key factors: the brand's fashion credentials, influencer recommendation and celebrity endorsement. Having all three in abundance meant this was a perfect collaboration for Matalan, Time Inc. and ITV.
Idea
Matalan would become ITV's Official Fashion Partner, and we'd produce a series of always-on broadcast-quality branded shows featuring fashion writers from Time Inc's credible fashion and lifestyle titles, such as Marie Claire, Look and Living Etc.
Statistics
7m People watched 'The Show'
69% Increase in online sales
4% Rise in brand awareness
77% Of women saw a Matalan ad on average 12 times
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