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Dune launches standalone website for Head Over Heels brand

Dune London has launched a standalone website for its Head Over Heels brand, as the footwear retail group looks to target a younger demographic.

The brand has been completely revamped, with more style options ranging from party shoes to trainers. Essential Retail understands there are plans for social media and user-generated content to play a greater part in the brand’s online marketing strategy as it grows awareness and attracts a greater audience on the web.

Creative agency Zak has been appointed by Head Over Heels to help market the brand to a target market described as “dynamic, ambitious and style-conscious women, who are done with 'fast fash[ion]' and are looking for more meaningful, culturally relevant fashion brands to match their needs”.

Digital and out of home advertising, branded content and social campaigns, will play a major part in the Zak strategy as Head Over Heels is pushed to its new market. The new standalone brand’s tagline “Never Stand Still” has already been rolled out as a social media hashtag to raise awareness of the rebrand.

Dune chairman Daniel Rubin commented: “Since its launch, Head over Heels has grown fast to become an important entry-priced ladies brand within the Dune Group.

“It’s re-launch in March as a dynamic online young fashion footwear brand, backed by a major marketing campaign, takes the brand to the next level and is a key and exciting strategic development for the group.”

Debra Bloom, buying director at the retailer, said: “We have a fantastic in-house team of experts who have created a bang on trend collection without compromising on quality.”

In addition to the standalone website, Head Over Heels products will be stocked in several House of Fraser and Debenhams concessions.

The new site, like Dune London’s official webpages, will be run on Paraspar’s Elite eCommerce platform. The retailer has also been working with Olapic to help develop its social commerce proposition. 

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