To trigger a re-appraisal of the Bonmarche brand amongst UK press and consumers, which was perceived as outdated and uninspiring. We also steered the business through a period of administration and its involvement with the Rana Plaza Factory disaster in Bangladesh in April 2013.
We introduced bi-seasonal aspirational look books working with respected photographers and stylists. We also worked closely with the in-house marketing team to develop local foot-fall driving initiatives, supported store launches and initiated a crisis management programme to steer the brand through the Rana Plaza crisis.
Consistent editorial growth (we generated yearly editorial worth over £11 million every year) and minimum negative publicity following the Rana Plaza disaster. In 2012 the brand was voted Britain’s Best Women’s Clothing Retailer at Verdicts Research Awards, ahead of 2011 winner M&S.