1. VERY: Shop Direct Group is one of the biggest and longest standing home
shopping businesses in the UK. In 2008 all its brands offered the
SOCIAL SHOPPING same products through a virtually identical shopping experience,
REVOLUTION mainly based on catalogue shopping. The challenge set to Wolff Olins
was to develop a new, differentiated brand that would create £500
million sales in 5 years by attracting a loyal, younger demographic,
transitioning Shop Direct Group from a mail order business to a
leading online retailer.
After studying its current customers, looking at successful brands
both within and out of the retail world and identifying the core
strengths of the business, Wolff Olins created a new, future-facing
brand called Very, based on a network comprised of customers,
buyers and brands. This continuous feedback loop enables
contribute to business decisions such as product assortment and
and developed the key touch points such as the website, product
directory, magazine and events throughout the UK.
Shop Direct Group and Wolff Olins worked quickly and collaboratively
on the Very brand, with just 10 months from inception to launch.
Pre-launch events inviting customers to join the network generated
enthusiastic reactions to the new brand, which launched on 5th
July 2009.
Wolff Olins
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