Perfectly Fitting Fashion

N Brown

N Brown is a top 10 UK clothing and footwear retailer, responsible for plus size fashion brands like Simply Be, Jacamo and ‘over 50s’ brand JD Williams.

Due to the company’s long history - it was founded in 1875 - sales have predominantly come via paper catalogues, and as such it was having a difficult time competing with the newer swathe of ‘digital native’ brands like ASOS, Boohoo, PrettyLittleThing and so on.

To help with this, we produced an overarching company-wide customer experience vision and top-level strategy to bridge the gap between what the masterbrand stood for and how the organisation, and its sub-brands, should behave across channels and the consumer journey.

In particular, we showed that the organisation’s brand essence - to produce ‘fashion that fits’ - should mean more than just good fitting clothes, but serve as broader direction for the entire customer experience. Enabling us to establish ‘perfectly fitting fashion’ interactions as the north star for the business in everything from its expectation-setting activities through to browsing, purchase, fulfilment and customer service.

In 2021 the group was hailed by the business press as having achieved a remarkable turnaround in fortunes, with pre-tax profits up 7% and investors more confident that the company is able to succeed in the digital era.

LOYALTY | DIGITAL | CUSTOMER EXPERIENCE | INNOVATION

Agency: Cherry London | Work: Live Project