Aquascutum focuses on content marketing to broaden brand appeal

Aquascutum is on a content drive aimed at reengaging with its old customers and attracting new ones as it looks to reboot the brand after its acquisition last year.


The luxury retailer has had a tumultuous two years, going into administration in the early part of 2012 before being rescued by Hong Kong-based retailer YGM. It is now trying to restore its fortunes and has relaunched its website, as well as making a return to London’s West End. It is also on the hunt for a larger flagship store that it hopes to open next year.

Speaking to Marketing Week, ecommerce manager Emma Godfrey said: “We want to reignite the brand. We are committed to elevating the brand image of Aquascutum and regaining some credibility with the luxury fashion market after the past couple of years.”

That strategy includes making sure the firm appeals to its old customers, reminding them that they are still around and investing in its British heritage products, including trench coats. However, it also wants to appeal to new, and younger, customers through a focus on innovative design and high fashion.

“Our core customer is someone who likes British heritage products, who looks for good quality and classic investment pieces. We have to try to also target a new customer who is more about high fashion. We want to come across as an innovative brand which will attract younger customers looking for high end designer products,” said Godfrey.

A big focus for Aquascutum now is content. It is hoping to engage with customers via its new website through improved product pages, as well as on its relaunched social media pages and using direct marketing.

Godfrey says the firm is also looking at adding video with the hope of being able to showcase content for its Spring/Summer collection such as behind the scenes footage of the latest shoots, interviews with designers and advice on how to wear trends.

“Engaging with your customer, especially online, you want them to keep coming back and the only way they’re going to do that is if you’re enticing them in. Brands need that more editorial-based content, especially with newsletters and email marketing. You want to make it exciting so traffic converts. The pressure is there now to constantly produce the newest most exciting form of content,” she said.

Burberry is Aquascutum’s main competitor, and Godfrey highlights the Burberry Kisses campaign as a great way of raising brand awareness. She says Aquascutum would love to launch its own viral campaign in the future when it comes up with a concept that fits the brand.

It is also looking to follow in the footsteps of its rival with the introduction of iPads in stores so that it can sign customers up in store and link up its CRM with the aim of getting to know its customers and personalising the experience for them.

“There are people that love the Aquascutum brand. We want to make sure that when we engage with them its relevant and that whatever channel they use the customer receives a seamless experience that is very on brand,” she said.

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