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.


BLOG

US border tax a contentious issue

Fresh from their disappointment at seeing the Trans-Pacific Partnership (TPP) free trade deal abandoned last month with an executive order by President Donald Trump, the US apparel and footwear sector...

BLOG

Primark's sustainable cotton programme takes shape

With the ultimate aim of ensuring all the cotton in its products is sourced sustainably, value clothing retailer Primark is adamant that having a business model focused on offering the lowest prices o...

BLOG

Trump administration starts to shake up trade

Last week we marked the inauguration of Donald Trump as the 45th president of the United States by taking a closer look at what's at stake for the textile and apparel trade – especially his promises t...

BLOG

Likely shifts in the sourcing landscape in 2017

Continuing our look at what lies ahead for the apparel industry and its supply chain in 2017, the panel of industry experts consulted by just-style last week tackled likely shifts in the sourcing land...

just-style homepage



Forgot your password?