Hotlist: Own Label Advantage
Innovation and inspiration to kick start your week
KNOWLEDGE IS POWER
Leading men’s style destination Mr Porter has launched their own label, Mr P. The new brand was developed using seven years of customer insight, feedback and shopping patterns as well as learnings from their in house editors and buyers. This insightdriven design process shines through in the customer-focused ‘Mr P My Way’ content strategy surrounding the launch.
Household takeout: Make customer data matter by using it to not only affect product ranging but also to create cut-through-content that sells a lifestyle.
COMMUNITY LED CONTENT
Vodafone has created a youth-aimed network Voxi, to provide a platform for young creatives. The network allows customers to use social and chat apps without cutting into their data and continues this youth-focus throughout the brand. All brand content is created by a ‘community’ of artists, musicians and designers and will be used across social, web and live events.
Household takeout: Co-creation may be a well-loved buzzword, but authentic content will hold its own, if it is combined with an offer that genuinely benefits customers.
WORKING WITH LUDLOW
Regional food hero Ludlow Food Centre is partnering with Household to create a new identity, allowing the brand to reach national and international food lovers. Ludlow Food Centre provides a unique food shopping experience where farming, food production and retailing come together to create an intimate farm-fresh shopping environment. We are looking forward to working together!
62% shop in store to touch, feel and try out items (Retail Dive, 2017)
THE PURPOSE OF PLAY?
ASOS launched their face and body range with the ‘Go Play’ campaign, supported by an experiential event, reserved for those on the ASOS ‘A List’. From ‘refreshing’ water filled balloons and a bronzed ball pit, to a Snapchat filter and selfie wall (of course…),the pop up encouraged influencer sharing and provided a glimpse into how ASOS might execute bricks and mortar retail.
Household takeout: As more brands create physical experiences to bring their values to life, the most successful interactions will not just look good, but illustrate product use and benefits.
Images courtesy of Cookie and Bela, Mr Porter, Vodaphone, Ludlow Food Centre and LCDecauxUK.