Our wide experience in fashion marketing gave clues about where to start and our online and qualitative research showed conclusively that while British women see French fashion as chic, stylish and unique, it is also scary, slightly aloof and "High fashion".
British women, research highlighted, typically have less confidence in themselves and how they dress than French women do, wanting to look good but not stand out too far from the crowd.
Commune recommended that La Redoute make the brand more approachable and every day, without losing its point of difference - Frenchness. Tone of voice was crucial in both copy and images.
Commune's positioning is French style made easy - now La Redoute's strapline in all its marketing communications,
The positioning has made the brand distinctive from other highstreet or online womenswear brands and has been rolled out across all customer acquisition and retention activities, including DRTV, DM, media inserts, online and in e-communications.