New Look is reinforcing its “fast fashion” credentials with a major press campaign that will see a different ad launched every week for 13 weeks, to support its autumn/winter collection.
It is the high street retailer’s first significant advertising, as it has historically relied on PR to raise its profile and support its associations with celebrities such as Lily Allen and Kelly Brook.
The campaign, which will target 15 to 34-year-old women, has been developed by start-up media-planning agency Trinity Communications. It was appointed to the retailer’s account with a brief to leverage New Look’s “talkable fashion” proposition. The ads have been created by Chilli and will run across women’s consumer and celebrity magazines, including Heat, Grazia and Look.
Guy Lister, New Look marketing director, says the campaign aims to “amplify” the interest in the brand that has been generated by its use of celebrities.
He adds: “We want our clothes and the lives of these celebrities to inspire our customers and become the focus of conversation among our young, female target audience.”
New Look opened its first store in 1969 and has since grown to become one the largest fashion retail chains in the UK on the back of its “fast fashion” ethos.
The company also operates stores in France, Belgium, Dubai and Kuwait.