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 a balanced scorecard drives the best decisions

Among the highlights on just-style last week, we offer advice on how to achieve a balanced scorecard to help supply chain managers make the best decisions around where in the world their garments are ...

BLOG

How social media is forcing apparel brands to think green

Social media, since its evolution, has undoubtedly changed the world as we know it....

BLOG

TAL refocuses and rebalances before growth

By his own admission, Roger Lee, CEO at Hong Kong based apparel giant TAL Group, is an optimist. And it's a trait that has stood him – and the 70-year-old company he leads – in good stead in recent ye...

BLOG

VF Corp splitting into two companies

Last week started with news that US apparel giant VF Corp is to spin off the group's denim and outlet businesses into an independent, publicly traded company – in a move that will enable it to focus o...

just-style homepage



Forgot your password?