Summer 2019. Fashion
Arket’s website was laid out in a typically understated yet high-end fashion, with a grid of images and super-simple lettering that outlined the details of its summer collection.
That sharp, simplistic aesthetic was reproduced through its in-store signage, detailing a sale of up to 70% off in smart, understated POS window displays.
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“Arket tends to keep things smart and refined, and its summer campaign
played into that perception without dipping below the radar.”
Claire Roshanzamir Strategy & Creative Director
STORE FRONT
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Opting for a colour scheme of deep reds, Barbour’s summer campaign had a canine connection in its stores, with images of dogs used to draw attention to its sale items.
On social media, a post linked to the sale on its website, alongside a picture of a couple walking in the countryside, emphasised the brand’s rural feel as well as reinforcing that it has stylish options for all customers.
Barbour’s website was bold and simple, with a banner across the top of the page headlined ‘Summer sale’, again coloured in that dark red shade.
IN-STORE POS
IN-STORE POS
Up to 30% discounts were the focus of Bonmarché’s summer campaign, whether advertised with bold headings on its website, or POS signs in hot pink and red in stores.
On social media, the brand made a point of highlighting some summer must-haves with cleverly displayed imagery on a sky-blue background, and selected products tagged with links in the post.
Bonmarché also ran giveaways on some summer-themed items through its social media channels, a good way of drumming up interest and driving brand awareness.
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“Tagging products on Facebook posts meant customers could get to them
with the minimum of fuss and clicks, simplifying the path to purchase – a
clearly defined way of attributing sales and revenue to social channels.”
Phil Douglas Digital Client Director
STORE FRONT
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Red banners on its website and signage in stores denoted Burton’s range of discounts for the summer, while stylised, aspirational imagery on its social media channels teamed with short, snappy posts helped to heighten interest in its offers.
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Calvin Klein’s all-American aesthetic translated through to a distinctive summer campaign, with highly aspirational imagery used across its digital platforms to launch its seasonal collection.
A smart, simple window display advertised up to 50% off, and the understated feel that the brand is known for came through in the stripped-back layout of its website.
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A sleek and simple approach was the formula Coach opted for to promote its summer deals in-store, with smart signage drawing customers towards neat, understated displays.
Meanwhile, its website used the playful ‘Summer-ize your look’ tagline to push the latest iteration of the Parker handbag, while keeping to that pared- back aesthetic.
IN-STORE POS
IN-STORE POS
Those abstract orange blobs made for an effective summer campaign, standardised across the brand’s website, social media channels and storefront displays to highlight its seasonal sale. They were contrasted against a stripped-back typeface, which helped to bring the message into sharper focus.
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“With those abstract orange blobs, there was an almost other-worldly
feel to COS’ summer campaign which transpired to make it instantly
memorable, helped by its consistency across platforms.”
Alan Turner Creative Director
STORE FRONT
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We all love a summer ice cream, and Fatface managed to incorporate that seasonal treat into a light-hearted campaign. The brand encouraged customers to share their best ‘ice cream face’ on social media using its #fatfacemoments hashtag, with the winner receiving a £1000 gift card, supplemented by a free ice cream giveaway at its Birmingham store.
The theme continued with an online competition on Fatface’s website to win a year’s supply of Jude’s ice cream, while the sale page kept things simple with unmissable bold lettering and a short message detailing discounts of up to 50%.
IN-STORE POS
IN-STORE POS
“Loved this from Fatface, a campaign that was creative, cohesive across its channels and packed with summer-
themed fun – truly memorable.”
www.itg.co.uk
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GAP made simplicity the cornerstone of its summer campaign, with bold signage detailing discounts of up to 70% off, written in a neat, white typeface across an eye-catching red background.
The same format was repeated on the brand’s social media channels, where it also added modelled photography outlining some themed items.
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There was a playful feel to Jack Wills’ in-store POS displays, which came through in the polka-dot patterns and smiley faces in the shop window. These drew customers towards its discounts, which included up to 60% off across a range of items, and 50% off hoodies and sweat tops.
Flash sales on a narrower selection of products were promoted on social media with simple, clear messaging, and the summer theme still came through in the leafy, floral imagery.
STORE FRONT
STORE FRONT
Joules approached its summer campaign with a playful feel on its website, with sections entitled ‘Simply… the vest’ and ‘Advantage: You’ amongst others in a cheeky wink to its customers.
In its stores, subtle signage led customers to racks with a ‘Buy one, get one half price’ offer, with two seagull mascots framing it, while window vinyls promoted an extra 10% off as the sale continued.
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“Joules nailed the summer theme by keeping things light and fun, particularly with the warm and
engaging tone of its digital activity.”
Jon Aston Digital Director
IN-STORE POS
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Smart imagery on the Lacoste website laid out its clothing range for the summer, while in-stores subtle signage guided customers to neat displays, and bold window vinyls grabbed the attention of passers-by by pushing a sale of up to 50% off.
STORE FRONT
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Customers couldn’t wait to dive into M&S’s summer sale – the brand’s ‘Sizzling summer event’ included 70% off selected lines, and was advertised with unmissable signage in its stores. The background of the posters was a simple shot of swimming pool water glistening in the sun, with bright orange lettering (and a rainbow ring around the ‘0’) that encapsulated the theme of the season and was consistent from the moment you walked through the door.
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IN-STORE POS
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Matalan’s social media promoted a number of giveaways over the summer, including a family holiday valued at £3,000 and £500 worth of clothing to keep you in season. It also encouraged shoppers to visit the store or head to the website with a limited-time 25% sale.
As for the store itself, sale signs grabbed you before you’d even got through the doors, and signs advertised ‘New summer savers’, where customers could get up to half price on selected items.
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“Matalan focused heavily on sale over the summer, and the giveaways on
social media further strengthened the notion that it cared about rewarding its
loyal customers.”
IN-STORE POS
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Standardised red signage denoted Monsoon’s in-store discounts of up to 50% off, and the discount was also placed at the forefront of its website and social media pages.
A range of sharp photography pushed its summer clothing edit, captioned with snappy taglines such as ‘Summer in swing’ on the brand’s website.
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The ‘Summer for less’ campaign was characterised in Peacocks’ stores by that idyllic beach scene in the background of the posters, keeping the season firmly in mind and advertising a range of discounts. More conventional signage in the shop window pushed ‘The biggest sale’ in unmissable bold lettering, while ‘SALE’ signs framed the entrance as you walked in.
Online, yellow badges headlined ‘Seasonal offers’ promoted Peacocks’ discounts, with 30% off selected lines.
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Whether it was online or in stores, Pep&Co kept its half-price sale at the forefront of customers’ minds, with simple but eye-catching red signage and large lettering. On its website and social media pages, it also included a link to find your nearest store, helping customers take advantage of the discounts.
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“Pep&Co kept it simple, but customers couldn’t miss those classic red signs
and bold typeface.”
Vicki Murcott Business Unit Director
Campaign photography in River Island’s storefront display was captioned with clear messaging on its summer discounts, such as £10 off dresses and up to £10 off tops and shorts.
A short video pushing its July edit on social media incorporated a number of modelled stills, and ended with a screen flashing ‘The July Edit’ repeatedly, teasing customers with the new selection.
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Website banners made sure customers were fully informed about Skechers’ up-to-40%-off summer clearance sale, headlined with bold lettering that you simply couldn’t miss.
Stores concentrated largely on the ‘Sandal sale’ through storefront and in-store POS signage, kept simple with a flowing white typeface, encircled on a bright red background.
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In stores, window vinyls advertised up to 50% off at Ted Baker over the summer, intriguingly captioned ‘No Ordinary Sale’.
The ‘Holiday shop edit’ was headlined ‘Travels with Ted’ on the brand’s website and broken down into sections such as ‘Holiday evening outfits’, all full of beautifully shot and modelled photography.
STORE FRONT
“Breaking down the summer edit into helpful sections on its website
improved the customer journey, helping them to quickly and easily find
what they were looking for.”
Chris Perks Managing Director of Digital Services
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IN-STORE POS
The White Company’s summer campaign consisted of sharp, understated signage in stores guiding customers towards typically crisp displays, with a range of discounts of up to 60% off.
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“Throwing a dalmatian into its sale signs was a clever little twist. Of course,
it complemented the colour scheme perfectly – very on-brand.”
Jo Wilby Creative Director
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TK Maxx’s in-store campaign centred around speech boxes, with colourful posters bearing slogans such as ‘Summer of label love’ and ‘Summer – get set for less’, and bold pricing outlining its discounts.
Social media promoted its clearance sale on womenswear with an eye- catching image, laid out with products around the edge and the message focused in the centre.
IN-STORE POS
IN-STORE POS
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Simplistic but bold signage was a feature of Topshop’s in-store displays over the summer, while its website gave up space to a ‘20% off for students’ banner advertising the limited-time offer.
Delving deeper through its web pages revealed a novel approach to the season, with blog posts covering feel- good summer movies and a holiday bucket list.
“Topshop’s blog posts cut through to its customers and prospects who
were looking for long form content in a sea of ads and banners. This keeps
customers engaged in its digital space, supports multichannel activity and
helps improve organic search results for its campaign activity.”
Phil Douglas Digital Client Director
IN-STORE POS
STORE FRONT
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While in-store sale signage, as well as a promotion on bras from £10, leaned towards the hot pink and bright red colour schemes we’ve come to expect from Victoria’s Secret, its digital activity employed a calmer palette of light blues, with bold type outlining 70% off swimwear.
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IN-STORE POS
The seasonal colour scheme of light blues and reds was standardised in-store and online at White Stuff, with simple lettering to pitch summer discounts to customers.
At its Birmingham store, a small display drew attention to free drinks and nibbles for customers (with a cheeky ‘may contain nuts’ message), as well as a WiFi connection to help them stay connected – yet another reason to head inside.
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Smartly styled photography made up the background of Zara’s website, advertising its products while the ‘Sale’ messaging sat subtly in the centre.
Discounts were pushed with far bolder signage in stores, relying on a clear, ultra-simplistic layout. “Gorgeous photography was the
central focus of Zara’s digital offering over summer, incorporated into
the background of its website so it remained the central focus.”
Sarah Perry Creative Director
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Summer 2019. Thank you
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