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TESTING THE ENDURING POWER
OF POSITIVE THINKING intu Pocket Cashback App
Providing humor, hilarity, and happiness, Selfridges’ first campaign of 2020 focuses on a simple
concept and strong creative content execution to lift customers' spirits page 8
Described as a unique global
destination for fashion, luxury, and
retail theater, Selfridges combines the
world’s biggest and leading beauty
brands, from the UK High Street to
international design houses, with
some extraordinary spectacles, events,
and ideas. It’s been doing it ever since
Harry Gordon Selfridge, an American
entrepreneur, launched the brand back
in 1909.
Its beacon, the flagship store on
London’s Oxford Street, achieved
record gross sales of US$2.41 billion
in the year ending February 2019,
resulting in a +6% year-on-year
growth across all channels and
operating profits of US$221 million.
From the Body Studio and Designer
Studio to the Beauty Workshop,
Accessories Hall, and Shoe Galleries,
that original location offers an extra-
long list of innovative retail concepts
and in-store services. To kick off the
new year, Selfridges launched Happy
New Decade, a creative campaign that
offers characteristic positivity and
humor, and plays with “new year, new
you” tropes. As the company noted
in its brief, its team will spend these
first three months of 2020 focusing
on making visitors to its physical and
digital stores laugh, enjoy themselves,
and hit the life reset button. Looking
ahead, the team will also share its
plans to make positive and meaningful
changes over the next ten years for a
brighter future.
With a simple concept and strong
creative execution, the main goal of
the campaign is to offer consumers
some levity, and at the same time show
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