Historic department store Fenwick has set out a bold new direction with its first ever marketing campaign – called Quiet No More – as it seeks to reach out to a new generation of shopper.
The family-owned company, which was established in 1882, is presenting itself as a style pioneer where customers of all ages “who want to engage with authentic brands, feel seen and welcomed” can do so.
To develop a new brand strategy, Fenwick, which will close its Bond Street flagship store the following year, partnered with designers at the At Large consultancy, which is renowned for its culturally relevant ads with Google and Nike.
This fresh look is consistent with Fenwick’s recent brand introductions, which include Lovebirds, Cannari Concept, Ed Hardy, and Carhartt for women’s clothing and Saul Nash, Needles, and Parlez for men’s clothing.
Fenwick CMO Mia Fenwick said of the move, “The launch of our first ever Fenwick brand campaign is a monumental moment for us. “
To amplify its message, Fenwick is inviting customers to visit a pop-up in their local store and online to by limited edition T-shirts proclaiming ‘Quiet No More’ or other bold statements such as as ‘Unquiet Luxury’ and ‘Wear Something With Volume’.
