Studio.co.uk revamps brand identity, narrows focus on value fashion
Findel Group’s Studio.co.uk said on Wednesday it will sponsor the fashion segment on ITV’s This is Morning show and double its TV ad spend as it embarks on a mission to become the nation’s leading digital value retailer.
The marketing push is the result of twelve months of research and planning, following record sales for the retailer in the third quarter, when revenue increased by 13.7% and online sales surged 25%.
To raise the profile of the group’s main customer-facing brand, Findel’s Express Gifts business has been rebranded as Studio Retail Ltd, and is transitioning from its background in catalogues and gifting products/cards, to “a modern, online value retailer with a broad product range”.
Studio.co.uk has also unveiled a refreshed visual identity across corporate and customer-facing media, content, and services, including a new logo with a cherry-coloured ‘o’ in a nod to its value positioning.
An ambitious multi-channel campaign will run throughout the year to raise brand awareness amongst consumers. Studio said the TV ads will feature its fashion collections as well as other products, with the first launching in April and set to the sound track of ‘Wow’ by Kylie Minogue.
Furthermore, the company will be boosting its online presence through a revamped website and increased investment in digital marketing areas such as video content, programmatic, social media and influencer marketing.
Studio.co.uk currently stocks more than 63,000 products ranging from clothing and electrical to household and gifts. In December, one of its top selling categories was personalised nightwear, a service it offers on 3,000 products. Additionally, it sells clothing from well-known brands including Puma, Quiz, Regatta, Adidas, Joe Browns, Radley, Skechers, Lyle & Scott and Lacoste.
“2018 was a big year for us, seeing record performance for our Studio.co.uk offering. We have come a long way from our traditional catalogue heritage, with a bright future ahead and our new brand recognises not only what we have become, but what we want to be,” said Paul Kendrick, managing director of Studio Retail.
“In an age where customers want more for their money our new brand language, tone of voice and styling brings much more clarity and focus to what we are about. Value," Chris Chalmers, marketing director of Studio Retail, added.
Studio and Findel’s future has been recently thrown into uncertainty amid a £140m takeover attempt by Sports Direct’s Mike Ashley. But the online retail and education business has rejected the offer, describing it as an “opportunistic” move, and received a letter of support from its second-largest shareholder Schroders on Monday. The offer remains open for acceptance until 9 April.
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