Gratton, the catalogue fashion retailer, launched the Oli brand as a new style online store. It’s USP was to promote the ‘democratisation of fashion’. Rather than dictating styles, looks and complete outfits, Oli wanted to put fashion choices back in the control of the women who bought the clothes. The online store would offer established and new designer labels alongside inexpensive but well designed options. This would allow the customer to mix and match to fit their mood, occasion or pocket. The campaign idea was to capture the way the audience thought about fashion. ‘This is my … collection’ perfectly reflected their mindset. Fashion was purchased for personal and emotional reasons, not simply chosen on label or cost. Women were now free to mix and match and to ensure the brand was perceived as premium, photography was shot on location in France.
The campaign launched with a national TV commercial and was supported by a suite of print ads in women’s magazines. Online consisted of traditional banner and skyscraper advertising along with an email monthly newsletter that was also downloadable from the Oli website. An online promotional competition ‘pass the parcel’ also extended interest in the brand and got Oli talked about on internet forums and social media. All of which resulted in Oli.co.uk winning the Cosmopolitan Best Newcomer Award.