Brand positioning - case study

We were retained by a major UK fashion retailer that was experiencing like-for-like sales decline. It quickly became apparent that the brand was no longer part of the consideration set amongst their target customer base and earnings per share were down more than 60% over the previous two years as a result. We took the brand back to its original brand promise and developed a new communication strategy that reflected the core brand values; it was those values that consumers had previously identified with when the brand was highly successful. Following the development and implementation of an internal communications programme to over 8,000 staff we launched an external marketing campaign based on the revised positioning. The business is now back in growth and profits are up by more than 5%.