COTTON TRADERS

The style of your life

How to make Cotton Traders’ brand appeal to a new, younger, digitally-savvy audience - without alienating the core customer?

 Following a collaborative Co-Create workshop with a roomful of lively 55+ year olds, our insight-driven proposition development led us to distinct positioning to invigorate the brand:

‘The style of your life’.

Our younger female segment were brand aware but would not consider Cotton Traders a stylish ‘for me’ brand, despite the evolving clothing range. The brand solution was to inject personality, versatility and style into everything. And the campaign ‘Style of your life’ #5waystowear was launched in 2019.

Each execution features a ‘must-have’ hero piece - in SS20 'The Swishy Skirt' - that inspires stylish combinations and options to create five everyday outfits for a new generation: The Daydream Skirt. The Streets Ahead Skirt. The Soy Latte Skirt... 

Following a successful regional test, the campaign launched nationally on 22 March 2020 (yes, amidst the unfurling crisis of the pandemic) bringing Cotton Traders charisma into our audiences' living rooms through an integrated TV, Press and Digital campaign.

The results were astonishing. The campaign delivered 22% uplift in unprompted brand awareness for the wider audience. This increased to 100% for a target segment. The catchy and memorable product naming strategy paid off too – and showed a strong correlation between ATL activity and organic search - with Cotton Traders dominating Google search results for the term ‘swishy skirt’. The campaign delivered great cross-sell, and social reach was brilliant - @ 33% above target. 

Our campaign hero, The Swishy Skirt, stepped out in style nationally.

Press advertising brought to life #5WaysToWear value/versatility

Press advertising brought to life #5WaysToWear value/versatility

Facebook and Instagram carousels were full of Cotton Traders charisma and attitude

Facebook and Instagram carousels were full of Cotton Traders charisma and attitude

22% UNPROMPTED AWARENESS UPLIFT

DOMINATING SEARCH RANKINGS FOR ‘SWISHY SKIRT’

SOCIAL REACH 33% ABOVE TARGET

“Despite the most challenging time in our history, this campaign created by SHARP has delivered. We are delighted with campaign performance and the new brand direction. We are certainly shifting perceptions and appealing to a wider set of women, aware of how ‘Cotton Traders Charisma’ sits at the heart of everything we do."

- Shona Jameson, CMO