Littlewoods repositions to target mums

Shop Direct is repositioning its Littlewoods brand to target mums with young families as part of its strategy to sharpen the focus of its brands so that each has a distinct audience.

/p/g/s/LittlewoodsAd_.jpg

The company is revamping Littlewoods’ website, catalogue and branding to better reflect the needs of its target audience.

Littlewoods, has had a general retail offering and attracted a broad audience, is also adapting the product range it offers to specifically appeal to young families.

It is introducing the new strapline “Littlewoods makes what’s new affordable right now” to highlight its credit offer which has been relaunched as the Big Littlwoods Promise to appeal to families with limited incomes.

The retail group hopes that the new positioning, developed by St Lukes, will draw a new generation of shoppers to Littlewoods.

Gary Kibble, brand director at Shop Direct says: “This is an exciting evolution of the biggest brand in our portfolio. By putting the customer at the heart of our decision making, we are confident this evolution will build on the strong growth we have delivered in the past year”.

Littlewoods’ brand ambassador Colleen Rooney will remain a core part of the brand offering, and Littlewoods will continue to offer her clothing range.

Shop Direct launched Very.co.uk to target younger, fashion focussed shoppers in 2009 and earlier this year launched Isme.co.uk to target a more mature shopper.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here