Peacocks

Develop a piece of communication, or a campaign, to increase brand awareness of Peacocks

Background

Peacocks is one of the UK’s leading value fashion retailers offering clothing, shoes and accessories for men, women and children.

Peacocks was founded in 1884 by Albert Frank Peacock. From the mid-1990s onward Peacocks experienced significant development and growth, with a greater emphasis on fashion, which helped to propel the brand into today’s market.

Currently, Peacocks has over 600 stores in the UK and 112 international stores. The majority of UK stores are in secondary locations on local high streets or in small shopping centres.

Peacocks’ stores can be broken down into 11 Fashion stores, which are in prime locations such as St David’s Centre in Cardiff and Metro Centre in Newcastle. There are 220 Concept stores (these stores have the new black fascia) and 353 Main Chain stores, which still have the old fascia with the purple and yellow logo. Peacocks also has 6 concessions in Morrison’s, 27 concessions in Co-operative stores and 1 Alliance concession store.

As Peacocks grows so does the support for its company mission: “to be the best value for money clothing retailer, always delivering outstanding customer service.”

In 2009 Peacocks launched its Pearl Lowe range, shifting the company to a new position in the market. Since then the brand has grown in reputation, picking up a number of new fashion-inspired customers. Peacocks continues to strengthen its fashion credentials with more Pearl Lowe ranges, also involving Pearl Lowe’s daughter, model Daisy Lowe.

In the early part of 2011, Peacocks introduced the ‘Boutique’ Collection – which, as well as encompassing the Pearl Lowe range includes ‘Peacocks by Design’, a catwalk-inspired premium womenswear range and several bought-in brands.

Peacocks’ transactional website was launched in late 2007 and currently has a database of over 200,000 customers and over 55,000 Facebook fans.

The challenge

To increase brand awareness of Peacocks and enhance Peacocks’ fashion  credentials, without excluding the existing ‘family’ customer. This may involve using above the line marketing channels, such as devising an advertising or digital campaign, sponsorship, or through below the line marketing activity, including PR, window schemes/displays, promotions, in-store point of sale and packaging.

Target Audience

Women and men between the ages of 18-45, who:

• Are price conscious
• Fashion orientated
• Need clothes to be functional
• Seek value prices and good offers
• Follow trends
• Seek quality
• May have families and are not just buying for themselves

You may want to focus on a specific customer group within the target audience or create a campaign that has broader appeal.

Preparation

Suggested preparation might include store visits and an assessment of the website.

Deliverables, Artwork and Additional Information

For guidance on how to submit your work please adhere to the main deliverables information in the Student Awards section of the YCN website. Any additional supporting information referenced in the brief can be found in the supporting project pack.