We worked with the then Burton Group owned Dorothy Perkins with Stuart Rose. SCPR was responsible for instigating and launching the very first High Street campaign fronted by one of the original ‘super models’ Helena Christensen, which ran for over 3 years and turned the once forgotten highstreet retailer into one of the most talked about and celebrated. Following our ‘dress like a supermodel’ campaign we developed ‘flash’ collections with consultant fashion influencers (including Sarah Mower) and some of the very first ‘guest’ designers to appear in a high street store – launched by a long running association with Clements Ribeiro.
We began working with Graduate Fashion Week and Topshop in 2002. Our remit was to build the event’s coverage but ultimately our influence stretched across every aspect of the event. Working closely with the Topshop marketing team, we co-created the first ever GFW Magazine ‘Our Time’ which became the blueprint to London Fashion Week’s Daily News and helped raise Topshop’s profile as a high street design originator before NewGen was conceived. Whilst working with Topshop we also introduced a number of industry icons to the event and high profile celebrities including Katie Grand, Giles Deacon, Laura Bailey and Erin O’Connor. This helped place GFW firmly on international fashion calendar.
We worked with Matalan for 9 years building the brand’s profile across all channels and launched its first transactional website. We devised tailored events to support the seasonal fashion and interiors calendar, executed aspirational photography and a programme of editorial sponsorships and media relationship building activities. On average we achieved an EAC of over £1million a month, our seasonal press launches attracted over 250 key editors and we helped drive traffic of more than 500,000 visitors a week to the Matalan website.
In 2004 we helped GFW secure new title sponsorship from River Island. Over the next seven years we worked closely with the MD, design, marketing and PR directors to promote both the brand and the event. Our remit was to firmly align the campaign with both the industry and title sponsors’ audiences employing mechanics to help drive footfall and ticket sales at event. Our strategy focused on involving the UK’s most celebrated designers and international industry icons, including; Christopher Bailey, Daphne Guinness, Jefferson Hack, Alber Elbaz (Lanvin), Kim Jones (Louis Vuitton), Alberta Ferretti and Victoria Beckham, building the events and by association River Island’s credibility. With a particular focus on promoting River Island’s in-house design team, we created both print and digital initiatives which supported and promoted the brand. In 2011 alone we secured 14 features across national newspapers and consumer magazines. We also created an award in association with the viewer’s of ITV’s This Morning, a photoshoot with Rankin featuring Clara Paget and a daily newspaper which was printed every night of the event and distributed both at show as well as across London and to all the top fashion commentators.
Ahead of Phase Eight’s sale to Barclays Private Equity in 2003, we worked with founder Patsy Seddon and The Bennett brothers to re-launch this much loved but somewhat forgotten label. To highlight the brand’s ageless appeal and specifically target the heartland of the brand’s customers, we devised a strategy around the 39 year old British super model Yasmin Le Bon. The campaign was a huge success with the press and customers alike and the association ran for several years with Yasmin appearing across all media, PR, POS, Windows and even carrier bags.
We triggered a re-appraisal of the Bonmarche brand amongst UK press and consumers at a time when it was perceived as outdated and uninspiring. We steered the business through a period of administration and its involvement with the Rana Plaza Factory disaster in in April 2013 minimising negative coverage. We introduced aspirational bi-seasonal look books and worked closely with the in-house marketing team to develop local foot-fall driving initiatives. We achieved consistent editorial growth – yearly editorial worth over £11 million. In 2012 the brand was voted Britain’s Best Women’s Clothing Retailer at Verdicts Research Awards, ahead of 2011 winner M&S.