The July [edit]

Welcome to the July [edit]: a bite-sized round-up of our recent work.

We are all influencers

“One snap of my fingers and I can raise hemlines so high the world’s your gynaecologist.” Patsy Stone.

Influencing the influencers is the latest strand of marketing to take centre stage. Whether you’re an evangelical advocate of the movement or an outright cynic, the rise of the influencer cannot be ignored. From using a celebrity ambassador to crowdsourcing your own PR, there’s little new here in fashion retail. What is new, however, is the speed and amplification of influencer influence created by social media, and that far more players can participate in the mix.

Global ambassador David Beckham for H&M.

Our recent work with both established fashion brands and start-ups encourages a wider, more holistic view of influencing. A view whereby your people and customer base are as important as your paid-for influencers and celebrities. We’ve found that 100,000 customers advocating for your brand can be as powerful, if not more powerful, than one influencer with a six-figure following. So, a good place for any business to start is by creating your own influencer pyramid – a basic pyramid can be seen below. What would yours look like?

At TRP we remain curious and skeptical about many aspects of influencer marketing – particularly the ROIs and authenticity of unknown influencers promoting products. Rest assured, our ‘channel neutral’ approach continues as we help our clients navigate towards the best ROIs.  

Top tip: Your most important influencers are your people and customers.


It’s time to look up not down!

Georgia May Jagger and Suki Waterhouse star in Twinset Milano’s London shoot. CIAO LONDON!

Design & Branding: CIAO LONDON! July saw TRP arrange and design outdoor advertising for Twinset Milano, to support the launch of their first UK stores on the King’s Road and Westfield London. This campaign included bus advertising, escalator panels at Sloane Square station and wrapping for black cabs wandering around the glamorous Chelsea. Despite being huge advocates for the power of digital marketing – social media above all – we also believe that little else can have the impact of a powerful campaign shot starring Georgia May Jagger and Suki Waterhouse on an iconic double-decker bus. As well as reaching a staggering amount of potential customers (a two-week bus campaign reaches 3million+ Londoners) in a local target area, outdoor advertising can be more affordable that you may think: monthly ads on a black cab will set you back less than a night at The Soho Farmhouse 😉

Top tip: It’s all in the (marketing) mix. Be channel neutral and be where your customers are.

Under the influence


Copy & Content: Copywriting for fashion is an often over-looked area that can add real value (at low cost) and differentiation to your brand development. A new collection from global lingerie brand Hunkemöller needed a sub-brand statement to align the internal teams, and communicate the new collection to the customer. Even with this simple task of creating a sub-brand statement, our wordsmiths provided three alternative approaches i) A statement about the product and design influence, ii) Who the customer is and, iii) The mood and emotion the range will create. And the winner? Well, until next time…

Top tip: Agonise over every single word.

Your on-demand marketing team

Internet commerce pioneer Eva Pascoe.

Insight & Strategy: With so many marketing channels and areas of expertise, knowing where to invest your budget – and then resource it – can be overwhelming for retail SMEs and start-ups. In July, we continued our work helping modest yet ambitious brands create marketing plans to suit their businesses, customer-base and market. We were also there to help deliver the plans too. From an established business wanting to grow into a new retail area to a founder who has created a niche, our team advises, challenges and helps deliver realistic and ROI-focused communication and engagement.  

Top tip: Strategy first and start with the end in mind. Set a twelve month set of goals and work back.

Inspiring the next world-class store managers

Word-class performance needs world-class service needs world-class training.

Video & Motion Graphics: It’s more important now than ever before that physical stores provide a great customer experience. Ensuring that the right calibre of store managers is recruited, trained and is an inspiration to their teams (and customers) is key for Hunkemoller. That’s why we created an engaging ‘day in the life of’ movie to help attract the very best store managers. Shooting in a real store, the movie shows the audience the day to day running of a store, and will be used in the future to inspire the next level of store manager trainees.

Top tip: Be inspiring. Be true.

About The Retail Practice

Aperitivo time for Justin, Azem, Shelly and Beatrice.

As communication and engagement specialists, we want to inspire you by sharing projects from our six areas of expertise: Insight & Strategy, Digital & Social Marketing, Copy & Content, Employee Engagement, Video & Motion Graphics, and Design & Branding.

Each area of expertise is aligned to our purpose of creating lasting value for our clients and their customers. With collaboration hubs in London, Amsterdam and Milan, our team is immersed in European retail and is continually in touch with the world’s most exciting retail markets.

Are you a fashion marketing pro?

If you fancy working with us, take a look at the vacancies on our jobs page

Until next time!

Sean and team.