Commune was asked to create branding pages for the introduction to the catalogue and bring to life the Daxon brand positioning which could be used for on-going direct marketing activities.
The target audience is by nature conservative and are not confident shoppers - but they know what they want. There was a need to reassure them that the brand was "right" for them. The key insights were that the younger audience segments were focussed on style and the availability of plus sizes whilst older segments were more attracted to the plus sizes and to comfortable, value-for-money clothing.
Commune's solution was to incorporate the idea of Trust into all communications, with underlying messaging about quality of manufacture and perfect sizing because of the wide range of size options - two key issues for the target audience.
This was summated by a tagline - "Your Style, Your Fit, Your Comfort" which is now incorporated on all communications, from catalogue cover to website.
This key line was designed to make customers feel that this was "their brand", something research showed was important - they liked to have a set of brands that they felt loyal to and which they considered understood their needs.