The Dune Group
Head Over Heels
Insight
There’s clear room for those who don’t want the negatives of fast fashion but don’t yet have the spending power for more premium brands. They’re independent women, without compromise.
Challenge
How does a heritage brand’s high-heeled little sister capitalise on the lower end of the market? How do we steal share from BooHoo, Missguided, Nasty Gal and the flash fash pack?
Change
We developed a clear proposition and positioning for the Head Over Heels brand, along with a campaign platform that grows as the brand grows. We launched an outdoor, social and digital global ad campaign and provided comprehensive guidelines for regional rollout. Head Over Heels is now a new player taking an uncontested place in the market.
Insight
There’s clear room for those who don’t want the negatives of fast fashion but don’t yet have the spending power for more premium brands. They’re independent women, without compromise.
Challenge
How does a heritage brand’s high-heeled little sister capitalise on the lower end of the market? How do we steal share from BooHoo, Missguided, Nasty Gal and the flash fash pack?
Change
We developed a clear proposition and positioning for the Head Over Heels brand, along with a campaign platform that grows as the brand grows. We launched an outdoor, social and digital global ad campaign and provided comprehensive guidelines for regional rollout. Head Over Heels is now a new player taking an uncontested place in the market.
