Freeman Grattan boosts Kaleidoscope with new look and campaign

By

Nigel TAYLOR

Published
Mar 31, 2021

Britons will be seeing a lot more of a new-look Kaleidoscope brand from today (Wednesday). Parent Freeman Grattan Holdings (FGH) has launched a multimillion-pound multi-media ad campaign for its key women’s fashion brand that runs until 21 April.

Using TV, digital, print, social and PR to promote a new brand identity, the campaign comes with the strapline 'Different By Design'. 

It will encompass all the changes to the brand — look, content, concept and feel — and the ads invite viewers to ‘Discover The New Kaleidoscope’, as the brand now targets the higher-spending, style-driven over-45-year-old market.

And as part of the reimagination of the brand, its website has also been given a new look.

Richard Cristofoli, chief customer officer for FGH, said: “The new Kaleidoscope is very much about embracing a new dress code for the brand -- shifting beyond its recent history of focusing on only dresses and occasionwear.

“We want to broaden our appeal and provide wardrobe solutions for every occasion -- be it dressing up or dressing down; taking Kaleidoscope’s signature design, style and attention to comfort and fit into the everyday.”

FGH, whose brands also include Freemans, Grattan, Look Again, and Bon Prix, bypassed the traditional ad agency route to complete the campaign using a selection of external production specialists and creative directors.

The latest campaign follows hot on the heels of a similar media campaign for its Freemans brand. That ‘high-value’ campaign also included a “complete reimagination” of the heritage brand.

These promotional moves come at a critical time for fashion retail as the industry recalibrates after the year-long pandemic restrictions weighed heavily on physical retail. The loss of many well-known brands to the high street will give those that survived fresh impetus to take advantage and fill the vacuum.