2025
NYC
CASE STUDY
FENWICK
LONDON, U.K.
HOW AN ICONIC, 140-YEAR-OLD BRITISH RETAILER FOUND NEW RELEVANCE
HOW AN ICONIC, 140-YEAR-OLD BRITISH RETAILER FOUND NEW RELEVANCE
ABOUT
Fenwick has long been synonymous with luxury retail in the U.K. As the largest remaining family-owned retailer in the country, it was known for its pioneering spirit and its trendsetting endeavors. Many older Britons even have fond memories of great family moments in a Fenwick store.
Fenwick has long been synonymous with luxury retail in the U.K. As the largest remaining family-owned retailer in the country, it was known for its pioneering spirit and its trendsetting endeavors. Many older Britons even have fond memories of great family moments in a Fenwick store.
THE BIG PICTURE
FENWICK
A FENWICK FOR TODAY,
PRIMED FOR THE FUTURE
A FENWICK FOR TODAY, PRIMED FOR THE FUTURE
OVERVIEW
With the fast-changing fashion and retail landscapes, Fenwick knew customers no longer perceived it as pioneering. The iconic U.K retail brand had strong equity and recall with older customers, but younger customers were less aware of it.
Working closely with the Fenwick leadership, we reignited the brand’s legacy as Britain’s family of Style Pioneers, reasserting Fenwick as a purveyor of British style and culture. The result was a refreshed brand positioning and a brand campaign 140 years in the making.
With the fast-changing fashion and retail landscapes, Fenwick knew customers no longer perceived it as pioneering. The iconic U.K retail brand had strong equity and recall with older customers, but younger customers were less aware of it.
Working closely with the Fenwick leadership, we reignited the brand’s legacy as Britain’s family of Style Pioneers, reasserting Fenwick as a purveyor of British style and culture. The result was a refreshed brand positioning and a brand campaign 140 years in the making.
THE PROCESS
FENWICK
HOW IT CAME TO LIFE
HOW IT CAME TO LIFE
BRAND AUDIT
01
We conducted interviews and took a close look at the brand’s behavior, resulting in a series of provocations, pointing to the inability for the brand to futureproof its market position.
We conducted interviews and took a close look at the brand’s behavior, resulting in a series of provocations, pointing to the inability for the brand to futureproof its market position.
BRAND POSITIONING
02
Using original cultural research and working with the CEO and members of the Fenwick family, we evolved the brand’s positioning to better reflect the values of today’s customers.
Using original cultural research and working with the CEO and members of the Fenwick family, we evolved the brand’s positioning to better reflect the values of today’s customers.
STAKEHOLDER ALIGNMENT
03
Through a series of workshops, we facilitated organizational alignment and action around a renewed brand positioning and narrative platform.
Through a series of workshops, we facilitated organizational alignment and action around a renewed brand positioning and narrative platform.
CAMPAIGN STRATEGY
04
We outlined the strategy for a 360º, UK-wide brand campaign, out-of-home, in-store, branded content and digital elements, with the aim of reigniting Fenwick’s legacy as Britain’s family of Style Pioneers.
We outlined the strategy for a 360º, UK-wide brand campaign, out-of-home, in-store, branded content and digital elements, with the aim of reigniting Fenwick’s legacy as Britain’s family of Style Pioneers.
PARTNERSHIP STRATEGY
05
Working closely with cross-functional leaders, we developed a partnership pitch strategy for Premier League football club Newcastle United as well as new luxury retail partners.
Working closely with cross-functional leaders, we developed a partnership pitch strategy for Premier League football club Newcastle United as well as new luxury retail partners.
EMPLOYER BRAND STRATEGY
06
We used the brand positioning to augment the ways the HR team conveyed the brand to team members, emphasizing the innovation around tone, service and experience.
We used the brand positioning to augment the ways the HR team conveyed the brand to team members, emphasizing the innovation around tone, service and experience.
Project Partners:
Project Partners:
MMBP & Associates
MMBP & Associates
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