New Look

A true British success story of the past decade, New Look has created a strong proposition on the UK high street and can now be found on almost every fashionable young woman's shopping list. Keen to develop their men's fashion offer they asked 'i-am' to develop a menswear brand experience of equal impact.

The Brief:

To review the whole menswear experience including brand language, store layout and product merchandising, then recommend a range of solutions that would  deliver sales results by presenting all three areas in a masculine, distinctive, and compelling way.

The Solution:

The creation and application of new large format branded graphics and signage on the glass line combined with focused looks to create a strong menswear presence on the street level. In store the same approach created an environment that presented the products in such a way that men would now want to browse and buy without feeling uncomfortable and out of place. The introduction of 'See and Select' and 'Set Logic' to the store layout and merchandise presentation created a unique way of interacting with product. A very male focused graphic language was developed to compliment the new store layout using seasonal images.

The Result:

With all tests now complete, the new store layout, dominant high impact graphics and new merchandising strategy have achieved a staggering 24% uplift in sales and the new menswear concept is now being rolled out across the country.