Discount fashion and homewares retailer Matalan is launching a new advertising campaign this month based around the idea of ‘feel good fashion’.
In a new TV ad named ‘Forever Spring’, Matalan’s latest Spring fashion collection is showcased through images of a sunny park being transformed into a catwalk.
Developed by the BBH ad agency, the campaign will consist of the first ad screened this month, a follow up film that will air some time in the summer and a continuous national print campaign.
Jonathan Bottomley, Head of Strategy at BBH, said: “Matalan liberates its customers to feel fantastic about what they are buying and that is what we want to capture in the advertising.
“The feeling of liberation, the joy and the pleasure is what is seen in the advertising. It’s something that is really important and that’s what the idea of ‘Feel Good Fashion’ is all about.”
Matalan was one of the retailers to suffer badly during the Christmas period as snow and weak consumer spending stifled seasonal sales.
Like-for-like sales dropped 4.5 per cent in the 19 weeks to January 8th 2011 but the retailer hopes that operational changes made over the last two years is helping to reinvigorate its performance.
The latest ad campaign was launched on Saturday April 2nd and will run throughout the summer.
Richard McGrann and Andy Clough, Creatives at BBH, said: “We wanted to break with the conventions set by modern fashion brands and create something that’s unique for Matalan.
“We set out to make a fashion film that not only stands out, but gives the audience something new to spot each time they view it.”