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

just-style market research sale

Are you planning for the year ahead and beyond? Well this week we’re offering great deals on some of our market research......

BLOG

Gearing up for the holiday shopping season

The volume of US apparel imports saw an increase in October on the prior year as retailers geared up for the holiday shopping season. Bangladesh booked the second highest growth behind India, reversin...

BLOG

Innovations to boost sustainability

Hong Kong-based textile and apparel giant Esquel Group, the world's largest woven shirt maker, is pushing ahead with the pursuit of sustainable and holistic quality. ...

BLOG

Sign up to try new re:source apparel sourcing tool for free

The old saying "Good things come to those who wait" is certainly true for re:source, the new suite of data-driven sourcing tools being developed by the team here at just-style....

just-style homepage



Forgot your password?