THE SHOWROOM
BRIEF
IDEA
Whilst Tu was known for its basics and kidswear, its range of fashionable womenswear was being slept on by style-conscious shoppers. The problem was that people were thinking of Tu for function not fashion. It was time to get them to reconsider.
The shopping environment plays an important role in our perception of fashion, and Tu’s supermarket presence wasn’t helping the brand. In order to change people’s perceptions, we removed all of the noise around the clothes and got people to focus on their intrinsic style and quality instead, creating a high-end shopping environment built for fashion rather than food.
CAMPAIGN
We took Tu out of the aisles of Sainsbury’s and put it shoulder-to-shoulder with high-end fashion brands by creating an exclusive pop-up store in Soho, in partnership with Elle. The twist? We didn’t tell anyone it was Tu.
Initially presented with no branding or labels before revealing that the clothes were all from Tu, we upended people’s preconceptions and showed them that
Tu has a range of chic womenswear.
RESULTS
HAS THE LATEST TRENDS AND STYLE
+38%
A BRAND FOR SOMEONE LIKE ME
+31%
PURCHASE INTENT
+29%