Fast-fashion content across five markets
F&F is a leading fashion retailer with millions of customers across Europe. They asked us to create a new digital marketing platform and content strategy to ignite more conversations with greater relevance, and leverage its offline rewards card to deliver more personalised online experiences.
F&F is a brand with serious style credentials. A leading fashion retailer, the company has 7 million customers across Europe.
The case for change
F&Fs’ key audiences are more inspired than ever to curate their own fashion by following and engaging with trends online. Customer research across European markets uncovered a need to balance fashion-first inspiration with achievability and convenience.
We partnered with F&F to create an always-on content strategy that truly targeted our customer across channels, and completely overhauled the web platform and email marketing strategy, closing the gap between instore and online.
The new website, with its refreshed look and feel, delivered fun, dynamic content that focused on the fashion, the fabrics, the feel, but also the lifestyle — creating an aspiration that had customers returning to store again and again.
F&F’s new digital marketing platform enabled more consistent brand communication across 5 European markets, and delivered a more personalised digital experience based on consumer profiles and interests.