New Look requested a magazine to highlight their fashion credentials, make a positive brand statement, build brand awareness and favourability, and showcase the Spring 2008 trends and spikes in marketing activity.
To create a magazine that appealed to both loyal and new customers that embodied New Look's values of being social, energetic and real.
We showcased New Look's key trends and products in a real magazine environment, giving each range an editorial spin to both entertain and inform. Balancing meaty features and interviews with fashion shoots, celebrity columns, competitions, news and advice pages, we created a fun, inclusive, aspirational and umque tone. The jaunty design and punchy cover further cemented Most Wanted's pick-up appeal, along with the uncoated paper, chosen for a young, up-to-the-minute 'fanzine' feel.
Most Wanted went to key stores, was mailed to loyalists and was bagged with Cosmo. The response was superb, researchmg positively in focus groups, and the coupon that went out with Cosmo gave New Look its highest redemption figures ever. This success spurred on the content for New Look's Spring/Summer 2008 microsite as well as international versions of Most Wanted for the French/Belgian markets.