The challenge
High Street fashion retailing has faced the perfect storm; failing footfall and unsold stock. The owners of Dress saw the opportunity to launch a retail business model with a difference, one that was rooted in second-hand luxury brands, sustainability, recycling, reusing and authentic community ethos. The challenge for House was to use every ounce of our retail expertise to create a category-defining new brand completely from scratch.
The solution
Right from the start, House identified a key market truth; that those who shop pre-owned high-end brands may want to save money, but they also have exceedingly high standards. Whilst others aspire to own designer fashion at a fraction of the price. Plus, there were plenty of Cheshire ladies with an abundance of unwanted designer items clogging up their closets who would be open to sign up to sell with Dress.
Against this backdrop, we believed that Dress could differentiate itself by bringing a unique, luxury retail brand experience to the High Street and online to a UK wide audience.
The execution
We were involved in every aspect of developing the brand strategy and delivering the customer journey. A unique positioning of making the adorable affordable was the anchor that informed everything, from a luxury store interior design to a joined up fully integrated online and offline communication campaign including ecomms website, digital media, press and PR.
The results
Defying the retail doom and gloom, the business has grown from a standing start to a successful national ecomms retail brand, with over 1500 registered sellers, thousands of returning customers throughout the UK and an engaged social media following, plus it’s rated 5 star excellent on review sites thanks to it delivering its promise.
