Matalan and Time Inc.


In a highly cluttered retail market, Matalan's communications were in need of a make over. Viewed as outdated with stores less accessible than their competitors on the high street, the challenge was to shift perceptions and increase consideration. They wanted to be "always on" to customers and make themselves the go-to place for stylish family fashion and lifestyle advice.


Fashion purchases are influenced by three key factors: the brand's fashion credentials, influencer recommendation and celebrity endorsement. Having all three in abundance meant this was a perfect collaboration for Matalan, Time Inc. and ITV.


Matalan would become ITV's Official Fashion Partner, and we'd produce a series of always-on broadcast-quality branded shows featuring fashion writers from Time Inc's credible fashion and lifestyle titles, such as Marie Claire, Look and Living Etc.


ITV Adventures produced 'Matalan The Show': a series of 17 bespoke chat shows which seamlessly fused entertainment with advertising and featured on Matalan's website and YouTube channel. Each 12 minute episode saw Denise Van Outen sit with famous celebrities to discuss fashion and lifestyle topics. Fashion journalists from Time Inc. provided expertise, style bloggers added influencer marketing and show guests discussed Matalan's clothing range as models took to the catwalk.

The shows were promoted on Matalan's social channels, as well as by the talent and influencers who appeared on 'The Show' – adding massive reach and awareness amongst the audience. 20" contextually relevant trailers with Denise previewing each episode were used to drive audiences from TV. In addition, Time Inc. gave editorial and social support for Matalan across its channels using the same branding and photography from 'The Show' for consistency of messaging across all channels.


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    People watched 'The Show'
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    Of viewers visited Matalan after seeing something they liked
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    Increase in online sales
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    Of women saw a Matalan ad on average 12 times
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    Rise in brand awareness