Matalan will unveil a confident new brand positioning this weekend, under the strapline “Real Life Ready”.
The value fashion chain commissioned McCann Manchester to create a new TV ad, which debuts on ITV prime time on Saturday 7 March.
Lasting 60 seconds the new spot, features a range of real-life scenarios such as a busy mum juggling twins, to women attending an exercise class, women on a girls’ night out, and a couple getting ready for a date.
The idea behind the campaign is to bring a sense of style to every day occasions and it has been described as the biggest rebrand in the 35-year history of the brand.
As well as the TV ad, the campaign will run across press, digital, cinema, social, owned channels and in-store POS. The TV campaign will run throughout 2020.
Jason Hargreaves, CEO at Matalan commented: “Since our foundation 35 years ago, Matalan has been proud and passionate about offering real value and quality to all our customers, it’s what we do each and everyday.
“Our new brand positioning, ‘Real Life Ready’ encapsulates this commitment brilliantly. You will be seeing a bolder, more confident Matalan, one that will resonate with both existing and new customers alike.”
According to TheIndustry.fashion’s latest brand and retail tracker, The Index, produced in partnership with the Pay later company Klarna, Matalan is the third most popular value fashion retailer in the UK, behind Primark and George at Asda.
The Manchester-based chain has a “Buzz Score” (an approval rating derived from netting consumers’ positive and negative sentiment off against each other) of +13%, compared to +19% for Primark and +18% for George at Asda. Marks & Spencer, which is currently the most popular fashion store on the UK high street overall, has an approval rating, or Buzz Score, of +11%.