Robust decisions from the business at Christmas and the execution of directional and evocative campaigns played a key part in the financial upsurge, whilst trends including the ‘Grey’s’ effect and the reintroduction of the body also boosted sales.
“This year has been such a success because of the sheer energy and vigour shown by the business. When other brands were discounting at Christmas, we re-focused on our premium offering – beautiful products that resonated with our consumer. We invested in dynamic campaigns and supported them with widespread presence on the Underground and National Rail. Aspirational and appealing, highlighting our more luxurious products with an alluring edge, we wanted to turn heads as well as drive traffic and sales – we did both.” comments Product and Brand Director Sue Herrick.
Bought by home shopping group N Brown three years ago, Figleaves‘ structures were reviewed and a renewed strategy was put in place for the company that now drives 500,000 people to its website every month.
Melanie Cottrell, Commercial Director comments, “To ensure profitability, when we first took over in 2011 we were about streamlining processes, structures and refining the business, honing digital aspects such as optimising SEO and the on-site navigation. For 2012, we had the foundations in place so we could focus on sales growth, reigniting creativity, flair and aspiration. We have re-focused our strengths, listened to our consumers and given them what they wanted.”
