Witchery S/S11
Our S/S11 vision for Witchery and WitcheryMan celebrates identity with 'The Power Of Individual Interpretation'. Dividing the season into two parts (Aug - Sept; Oct - Dec), the campaign cleverly distills today's ocean of trends into those with the most fashion potency, encouraging consumers to articulate their inner fashion chameleon to the world at large and 'escape conformity', all achievable through wearing Witchery, your way.
The campaign is brought to life through multiple communication channels, including website, EDMs, in store and print. The catalogue's editorial look and feel reinforces Witchery's authority in the fashion arena and also acts as a 'call to action', encouraging Witchery Loyalty Members to take advantage of the offers inside, and inspiring non-members to sign up and enjoy this - and further - rewards.
And with our seasonal competition posing the question, 'Which style city are you, Minimal NYC or Man-Style Paris?', the power of the personal is put in the hands of Witchery Members who vote to have their say online for the chance to win a trip for two to the 'most-clicked', style capital.
'The Power Of Individual Interpretation' has never looked so good.
Brand strategy / creative direction / art direction / design / copywriting
Witchery S/S11 - Take 2
The second part of our S/S11 campaign for Witchery, ‘Take 2’ continues to celebrate the power of individual interpretation, brought to life via multiple communication channels. Through catalogue, website, EDMs, print advertising and in store, the consumer is once again invited to take on the season’s key trends (Resort, Glamour, Relaxed for HER; Resort, Preppy, Relaxed for HIM), as interpreted by eskimo.
Forming part of eskimo’s ‘Take 1’ brand strategy, our ‘Paris vs. NYC’ style competition asked Witchery members to cast their vote on which of these cities most reflected their style. The results are in, with the feedback and figures proof-positive that our continuing vision for the brand is more than achieving its goals:
• 21,000 entries overall for Paris and New York (Paris 9,989; New York 11,002)
• 650 Facebook / photo entries
In addition, eskimo’s inspired monthly ‘Shop Pages’ for both Witchery and WitcheryMan have seen online sales lift dramatically, with sales via the website now doing above and beyond expectation.
From every angle and across every touch-point, Witchery S/S11 – Take 2 is once again imbued with strategic intelligence and style, a combination of creativity and fashion nous that will undoubtedly see the brand’s popularity taken even higher.
Brand strategy / creative direction / art direction / design / copywriting
