Burton Menswear
Definitely one from the archives!
During my time at Arcadia Group UK, I had the privileged to be part of the re-brand and rollout of the Burton Menswear brand re-fresh and given the opportunity to Art Direct the Best of British Campaign. This included reviewing everything from the retail environment and store frontage, window displays, press packs, look-books and in-store POS - giving life and personality in a poorly differentiated menswear sector.
Campaign photographer: Lee Strickland
The #bestofbritish campaign featured popular British celebrities in a modern editorial style. This campaign included the likes of Vernon Kay, Jimi Mistry, James Gooding, Gary Lucy, Cristian Solimeno, Will Mellor and many more. Updated each month these appeared in the 400+ stores across the UK, reinforced with in-store graphics, marketing and advertising campaigns.
This campaign helped contribute to a significant increase in sales for the Burton brand that financial year, resulting in over £380 million in sales. This was achieved with less selling space and in a discount driven market place.
