The brief: This UK-based online fashion retailer is a members-only destination for designer brands including Gucci, Vivienne Westwood and Alexander McQueen. Whilst the retailer is a go-to for fashion bargains, the senior leadership team felt that the brand needed to emerge from simply showcasing the brands it stocked so that it can truly lead as a respected and esteemed fashion player in its own right.
Delivery: The IWP team developed a strategy to outline key brand values and a clear identity and tone of voice. This was then showcased across every touchpoint, so as to ensure that millions of global customers enjoyed a relevant and carefully tailored brand experience, all delivered in a relevant tone of voice, which encapsulated the brands mission and values.
