Blog: Matalan turns on the charm

Joe Ayling | 8 February 2011

UK retailer Matalan has hired a language consultancy to reinvent how it talks to its customers - just don't go looking for the fitting rooms.

Consultancy The Writer has suggested a series of changes to Matalan's point-of-sale materials, including marketing campaigns.

Changes to the brand's tone of voice include the phrase "last chance to buy" becoming "get me before I'm gone", and "thank you for shopping at Matalan" changing to a less formal "thanks, see you again".

Neil Taylor, creative director of The Writer, says: "Most fashion brands are so busy thinking about their looks, they forget about their words. Not Matalan."

The direct approach has a track record, with Nike telling its shoppers to 'just do it' for years.

Matalan's new tone is certainly quirky too, although replacing "fitting room" with "try it on" can surely only lead to confusion.


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