Unestablished since 2010
Young British Designers
Unbuttoning a refreshed brand positioning that took an online fashion retailer back to its nonconformist origins.
Objectives
To reaffirm Young British Designers’ brand positioning as the destination for the best of emerging British design talent, 10 years after inception.
Using emotional intelligence
Unlike any other retail destination, YBD was about the new and original creative talent, selling pieces by up-and-coming talent that you were unlikely to have heard of. With this in mind, we created a new positioning, ‘Unestablished since 2010’, with campaign assets to match, giving us a suite of materials to market across our innovative digital and PR channels.
Results
Sales since our launch of this new positioning and campaign in March 2020 are up 88%.
