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Matalan launches two new womenswear own brands in spring campaign

Tom Bottomley
22 March 2022

Omnichannel fashion and homeware value retailer Matalan has just launched its new "More to Love at Matalan" spring campaign, featuring two new womenswear own brands Et Vous and Be Beau, alongside its already established menswear ranges Tailor & Wright and T&W.

Et Vous offers “contemporary and elegant wardrobe classics”, while Be Beau targets the more fashion-conscious consumer looking for vibrant on-trend occasion wear. The latest Tailor & Wright and T&W collections offer a fresh take on menswear trends from formalwear to smart casual.

With a soundtrack of "Ready For the Good Life" by Paloma Faith, the new campaign sits under Matalan’s brand platform "Real Life Ready" and aims to re-enforce the value and range credentials for the Liverpool based retailer and drive awareness of its existing and new own brands across fashion, which also includes kidswear, and home.

Created by McCann Manchester, the "More to Love at Matalan" campaign – in 30, 20 and 10 second spots - ran for the first time across TV, VOD, digital and social breaks last Friday evening during Emmerdale on ITV. The future media schedule also incorporates Channel 4 and Sky, both new channels for Matalan.

For the first time, the campaign includes two bespoke homeware edits, showcasing Matalan’s expanded Homestore offering that now includes furniture.

Jeff Howarth, Omnichannel Marketing Director at Matalan, said: “The campaign uses our new brand track for 2022, ‘Ready For the Good Life’ by Paloma Faith, and really encapsulates the optimism that spring typically brings.

“The campaign perfectly showcases our fashionability and range, with bespoke edits to share our interior and outdoor homeware and furniture for the first time. We also understand that many customers are feeling the financial squeeze in the current climate, so re-enforcing our value credentials was important too.”

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