Content Strategy:
Splash Fashion

Objective: To create a targeted content strategy to re-focus a UAE fashion brand for Gen Z.

Strategy: Splash is a longstanding fast fashion brand in the Middle East who were losing market share to emerging western brands such as H&M, Forever 21 and New Look. As MD of John Brown UAE, I directed a content audit, including a a competitor analysis, a review of all customer touch points and an assessment of audience perceptions. We identified that the client’s core audience of 18 to 35 were shopping primarily for value, and therefore frequency and basket size were often low. A revitalised content strategy focused on identifying a valuable younger teen market whose drivers were both price and fashionability.

Delivery: The new content approach for social media, video and in-store focused on creating two core audience groups - 14 to 19 and 20 to 40 - with tailored, audience specific language and visuals, whilst remaining cohesive to the overall brand message: In Love With Fashion. The content shifted from polished catwalk and magazine style editorials, to more realistic, customer-centric stories.