High and Mighty unveils new image across all channels

UK fashion retailer High and Mighty is this weekend unveiling its new brand identity in a campaign that covers online, mobile and social platforms, as well as in-store activity.

The company's online platforms have been updated ahead of the new brand roll-out in-store on Saturday 1 February, with the business viewing social media as a key platform for communicating its new image and tone of voice.

Marketing manager Kristian Johnson told Essential Retail that High and Mighty's website and social media pages will be used to engage with customers and provide updates on styling and promotions.

"Visually, our Twitter, Facebook and blog areas have already been redeveloped to reflect the new creative, creating continuity across all touch points on and offline," he remarked.

"This has also been mirrored through our website, which we re-launched late January."

As well as the digital push, the new message will be reinforced at point of sale, through window displays and throughout its 20 stores across the UK. In addition, there is a new interchangeable strapline for the retailer: "Above All Look Fashionable" or "Above All Look The Business".

The clothing retailer, which has a target market of bigger and taller men, said that it conducted extensive research among its customer base, who confirmed the brand needed to align itself more closely with the values and aspirations of its audience.

Johnson is confident that the new branding, which was created by Manchester agency Refinery, can boost the business as it moves into the spring/summer season. The retailer is also focused on developing its multichannel proposition, as a growing number of shoppers have been interacting with the brand online and via mobile.

"The High and Mighty website has recently undergone a significant redesign and was re-launched late January as part of the wider rebrand," the marketing manager explained.

"The creative is clean, fresh and contemporary to make the user's journey more user-friendly and engaging. We are continually working to improve our mobile offering to suit customers, who are increasingly opting to shop on the move or in the comfort of their own home.


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