New Look is an international retail brand that strives to be different by delivering fashion to its customers from catwalk to high street faster than anyone else. New Look wanted change. It wanted to change the way it talked to its audience – to increase loyalty and build advocates for the brand. ODD worked with New Look over 3 years across all its communication channels and 600 stores.

Our new proposition was ‘The New Now’. Its goal was to move New Look away from high-street cheap, to aspirational new fashion that would satisfy the most savvy, celebrity-obsessed consumer. To apply the strategy we wanted New Look to talk more than anyone else about ‘newness’ and create a programme of activity that demonstrated its ability to spot new trends and showcase it in innovative and inspiring ways.