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White Stuff on why it had to overhaul its marketing strategy to reach a new audience
As the brand begins its expansion into the US, White Stuff’s brand director reflects on its ongoing brand transformation to modernise and reach new customers.
Three years into a brand transformation, British fashion and lifestyle brand White Stuff has “completely shifted” its marketing strategy in a bid to modernise its brand to attract new customers.
“It’s about becoming a modern, multi-channel lifestyle brand,” White Stuff’s brand director Julia Monro tells Marketing Week.
To become more relevant to more people, the brand overhauled all the fundamentals, refreshing the logo, branding, shop design and tone of voice, while keeping its creative in-house.
