New Look Lingerie
The scheme was developed across:- teen range • core basics • everyday • premium • packaging | POS | in-store graphics | windows
the brief: to re-launch Lingerie for the spring season to help New Look realise their ambition: ”to grow their market share in the sector”. To define lingerie as a key destination area within the store and categorise the range into key merchandising blocks • TEEN RANGE • CORE BASICS • FUN & FASHION • FEMININE & FLIRTY
Key messages to convey: New Look is their favourite destination for buying lingerie.They have a great range of lingerie offers, flexibility when shopping.
the solution: The theme created was “all the fun of the fair”, an ‘umbrella’ sub-brand for the whole sector was designed linking the 4 main merchandising categories. We then customised the graphics to express each of the core selling propositions, targeting the key purchasing motivations of customers.
Shot on location in the West Country at a fairground museum, the lingerie photography was used on packaging and point of sale to promote the scheme.