Wray & Nephew - The Yard Shop
In our mission of transforming Wray & Nephew into a lifestyle brand, we sought to hit up all the brand's touchpoints (fashion, music, culture, food). One of the biggest challenges remained – fashion.
Wray & Nephew has always had consumers fighting over their merchandise, but for us, it wasn’t just about producing a t-shirt with the logo on it; it was about giving consumers clothes that they would wear out and about, something with a truly embodied urban style, streetwear and the style of today. For us, this was the only way to elevate the brand to new heights.
In the true Three Halves style of creating an experience that follows the way people actually consumer interact, share and buy goods and services, we decided to go for the full works and create a fully integrated e-commerce platform –
The Yard Shop.
We created the site on these principles…
The e-commerce site makes the brand’s products readily available to everyone, not just at events.
To ensure there’s always a diverse range of products that go beyond merchandise to lifestyle.
The key is to create desire and not to flood the market aimlessly.
This desire will be created via the following phases:
PHASE 1
Building suspense through prior seeding and gifting.
Release a series of teasers socially.
Build a priority release database to gauge demand & interest.
PHASE 3
Launch of the site with an experiential pop-up event.
Based on initial demand, re-release the initial pieces.
Introduce new pieces based on demand, requests and seasonality.
PHASE 2
Release the digital lookbook for press, influencers and bloggers as seeding to increase our visibility.
On-street visibility - gifting to a select number of individuals to wear on the streets of London.
We also produced a number of photoshoots to drive visibility through various creative photographers, our in-house studios and bloggers. The impact of Wray’s Yard Shop will only be felt through striking lifestyle imagery, which could keep the brand fresh and alive.
Here’s a small collection…
Whilst this is a bold move from the brand, it offers Wray & Nephew the chance to:
Engage with a new audience
Add a new revenue stream to an already thriving brand
Create a new PR story
Enhance the brand’s digital presence
Integrate a key brand pillar into
Promote key events
Extend our influence with key brand partnerships and collaborations that will scale the brand.
The Yard Shop has become an integral part of the Wray & Nephew world. We not only created a full range of clothing and accessories that rose above ‘merchandising’, but it was a truly self-sufficient platform that generated a profit.
You won’t find many agencies that make a tangible profit for a client rather than spend it, can you?
All of the above culminated in our wonderful celebration at The Notting Hill Carnival.