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

Why digital supply chains are top of mind

Confirmation that digital supply chains are top of mind for apparel industry executives came last week with the latest plans from global sourcing specialist Li & Fung....

BLOG

Navigating global political frictions and economic uncertainty

As a barometer of the issues top of mind for apparel sourcing executives, it is hard to beat the annual Prime Source Forum in Hong Kong. ...

BLOG

Trump and Brexit generate more confusion

Over the past month, Donald Trump and his team failed to offer any clear plan to ensure Americans would "Buy American, Hire American" - while the British government's attempts to clarify the specifics...

BLOG

Bangladesh works to resolve labour activist issues

The Bangladesh government was forced to respond late last week to pressure over its crackdown on labour activists after a number of global brands and retailers, including H&M and Inditex announced pla...

just-style homepage



Forgot your password?