The store is no longer where decisions start, but it’s still where they’re made Shoppers walk into stores more informed than ever, but most don't walk out with what they initially planned to buy.For years, the prevailing assumption has been that the real work of...
New Look
Case Study
“WOW!!!! What an achievement in less than two months you and your teams have brought this beautiful shop to life!! Thank you all for all the hard work to get us to open today – a day earlier than planned!”
– Chloe Easter, Project Manager New Look
About New Look
New Look has been a pioneering mainstay and brand of choice for high-street fashion since the 1970s. New Look aspires to be the go-to destination for fashion that makes her feel like her very best self, whenever, wherever. They get her, they’ve got her back, and they really know good style – it’s as simple as that!
The brand has 364 stores across the UK and in November 2023, New Look was ranked the 4th fastest-growing fashion retailer by Retail Week, based on the year-on-year increase from 2021-2022 (60%). For this project, Mood Media focused on their exciting new Fosse Park location in Leicester, UK.
CASE STUDY SUMMARY
- LED Wall
- Audio Messaging
- Custom Music Playlist
- Live DJ
Objective
Having relocated from their previous location in Fosse Park earlier in the summer, the Mood Media team were enlisted to assist New Look in creating a fresh new store at Fosse Park with an atmosphere that is relevant, exciting and fresh.
As New Look continues their mission to remain a leader in inclusive high-street fashion that caters to every size and style, they needed an in-store solution that promotes body-positivity, feel-good vibes, and an inspiring shopping experience.
Solutions
LED Wall
The large LED solution at this store is located at the front of the 1st floor mezzanine. The location allows both in-store shoppers and passersby throughout Fosse Park to see the engaging glamorous content with eye-catching vibrancy and vividness.
Audio Messaging
Talking directly to the consumers in-store as they browse with bespoke content messages enables New Look to promote specific offers and news from the brand. These messages are targeted and direct with distinct call-to-action language and create a personality and connection with the consumer through the use of relatable, fresh voiceovers and contemporary backing music.
Custom Music Playlist
It’s all about the feel-good vibes! The music alone would keep you dancing through the store whether it’s new releases or everyone’s favourite pop hits. Mood Media’s bespoke music playlist has been created to match the New Look mission of body-positivity, inclusivity, and celebration of self-love and style.
Live DJ
For the opening day, Mood Media provided a live in-house DJ to mix the tunes in-store. This created an exciting atmosphere and enabled consumers and colleagues to feel part of the celebration with a lively house party vibe.
The Results
As the sun set on the opening day in November, the New Look store illuminated Fosse Park with its huge LED Wall seen through the glass storefront!
“We had a queue all the way down the retail park for opening!” Assistant Manager Shelley remarked. “Customers and colleagues love the bright atmosphere in here and we’ve had some really good feedback”.
Customers echoed Shelley’s feelings too. Jo, a shopper visiting from Derby said, “The old New Look store didn’t really match the brand to its full potential. This store feels so fresh! It feels very ‘New Look’!”
Chloe Easter of New Look was really pleased with how the installation from Mood Media had gone. “WOW!!!! What an achievement in less than two months you and your teams have brought this beautiful shop to life!! Thank you all for all the hard work to get us to open today – a day earlier than planned!”
The New Look store is a great showcase of how digital and audio solutions can be crafted and tailored to match a brand personality and reflect brand values with creative and engaging content for an immersive and positive consumer experience.
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