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Retail
Campaign
Marks & Spencer - A fashionable resurgence of a British classic.
Marks & Spencer - A fashionable resurgence of a British classic.
Challenge
A chic revival of timeless style
Marks & Spencer (M&S), a renowned household brand known for quality foods, aimed to redefine its identity in Hong Kong as a contemporary and sought-after clothing brand for both men and women. The challenge was to shift perceptions and attract a wider audience, including those who had not previously considered M&S for their fashion needs. With the new creative director on board, M&S sought to position itself as the epitome of timeless, ageless, and season-less style, emphasising comfort, quality, and a touch of luxury suitable for various occasions.
Solution
Our strategic leap for elevating the style game
Our team collaborated with M&S to craft a comprehensive integrated marketing strategy that would bring the effortless elegance of British flair to Hong Kong. Our 360 approach included a series of initiatives aimed at enhancing M&S's fashion image and captivating the attention of the Hong Kong public. The centrepiece of our strategy was a collection showcase event hosted at the prestigious Soho House, which drew over 200 celebrities, key opinion leaders, press, and media personalities. This event not only presented the Spring/Summer collection but also generated substantial media coverage and excitement, laying the foundation for a successful fashion rebranding.
To sustain the momentum from the launch event, we curated a selection of stylish visuals and dynamic reels featuring popular actors Fish Liew and Adam Pak as the faces of the M&S SS24 campaign. Renowned celebrity stylist Jenny Chow joined the team to lend her expertise, creating styling-specific content that showcased the versatility of M&S's collection for various occasions. Over the following three months, our team produced a range of engaging social media content, including visuals, reels, and videos that showcased M&S's SS24 collection in a compelling and fashion-forward manner.
Outcome
Sprinkling a fresh twist on Hong Kong's fashion scene
The localised adaptation of Marks & Spencer's global launch campaign successfully repositioned the brand as a preferred day-to-day fashion staple in Hong Kong. The collection showcase event and subsequent content initiatives, developed in collaboration with our team, garnered widespread attention and positive feedback. Through our six-month strategy, which seamlessly integrated branding, events, content creation, and social media engagement, M&S emerged as a distinctive icon of soft, accessible fashion luxury on the right wavelength. This success not only reinforced M&S's image as a destination for quality, style, and sophistication but also paved the way for sustained growth and recognition in the region.
