Value designer chain Matalan is boosting its Style for Every Moment brand platform with the launch of a new summer campaign, expanding its media presence as it looks to strengthen consideration and style credentials with its core customers.
The summer rollout introduces new channels for the brand, including cinema and digital out-of-home advertising, as well as TV, online video, print, digital and social, alongside full support across owned channels including stores, CRM and loyalty.
At the heart of the campaign is a new TV ad, created by Ocurens and directed by Benjamin Lennox, which builds on the spring creative by continuing to follow Matalan’s core female customers through everyday life – now with a distinctly summer lens.
The activity also introduces more moments involving family and loved ones, particularly in seasonal scenarios such as holiday shopping.
Ultimately, it aims to shift perception of the brand, positioning Matalan as a destination for style as well as value – with a focus on improving consideration and strengthening associations with everyday style, quality and value during the key summer period.
Featured products include holiday-ready co-ords, lightweight dresses, casual summer separates and family-focused buys, with prices starting from £8.
The retailer is also partnering with SheerLuxe and Who What Wear on a series of social-first activations, including video content, curated edits and shoppable integrations across TikTok and Instagram, supported by paid amplification and digital display.
Matalan marketing director Eilidh MacAskill said: “Style for Every Moment has given us a brand foundation, and this summer campaign is about taking that a step further.
“We’re continuing to show up in a way that reflects real life for our customers, while evolving the creative to feel more seasonal, more confident and more aspirational. At the same time, we’re increasing the scale and reach of the campaign to ensure we’re showing up where it matters most.”
Related stories
Consumers seek ‘little bundles of joy’ to fight off blues
Brits batten down hatches in return to Covid ‘cocooning’
Brands crave personalisation but marketers are too busy
Discerning Brits seek value, rewards and personalisation
UK shoppers want retailers to be ‘friends with benefits’
Be the first to comment on "Matalan models new channels for summer style push"