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.


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 to target younger, fashion focussed shoppers in 2009 and earlier this year launched to target a more mature shopper.

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