The summer pop festival, which is held at Finsbury Park, has used O2 and Barclaycard as its chief sponsors over recent years but it says New Look will allow it to ‘give fans the cutting edge of both music and fashion.”
“This is a first for New Look and something we are extremely excited about,” said Gillian Moore, group marketing director at New Look.
“It’s a chance for us to engage with our customers in a completely different way and combine fashion and music on a huge scale. We’ve listened to our customers and know they love festivals – we are so delighted to be able to bring this to life and announce this partnership.”
The sponsorship could give the women’s fashion retailer a much needed lift.
New Look, as shown by YouGov’s BrandIndex, which measures retail brands index score by looking at consumer perception of quality, value, reputation and satisfaction, currently has an index score of just 4.1 – a score that has remained fairly flat over the last six months, dropping by 0.1 percentage points.
It sits 19 out of 29 fasion retailers, with rivals such as H&M and Next well ahead with respective ratings of 7.9 and 22.8.
It isn’t clear whether the sponsorship will run past this year’s Wireless festival.