Young British Designers

Launching and marketing the brand

Young British Designers (YBD) is the first ever showcase for the best emerging British fashion talent, giving young, up-and-coming UK fashion designers a platform on which to display and sell their products. Through sustained marketing including an e-commerce website, social media, bloggers and PR, YBD has featured over 500 designers in 6 years and enjoyed a 25% YOY increase in sales. The business has visited No. 10 Downing Street twice thanks to a 46.5k social media following and being named 11th most influential fashion blog.

Objectives

Young British Designers (YBD) is a showcase for the best emerging British fashion talent, giving up-and-coming UK fashion designers a platform to display and sell their products. We were tasked with launching and marketing the brand.

Insight

Despite having a wealth of young fashion design talent in the UK, the ultra-competitive nature of the industry made it extremely difficult for potentially great designers to shine through. There was a clear opportunity to create a platform that would allow them to do this.

Solution

We developed a truly compelling proposition for YBD as well as a marketing strategy that focused on telling the story behind the brand, its creators and the designers themselves. Communications covered the full spectrum of marketing channels, including an e-commerce website, social media, bloggers and traditional PR.

Results

YBD has featured over 500 designers in the last six years and enjoyed a 25% YOY increase in sales. The business has visited 10 Downing Street twice, thanks to a 46.5k social media following as well as being named the 11th most influential fashion blog.

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