Adams: Where is the 'Ahhh' factor?

Giselle Okia

By taking a rigorous approach to the marketing problem and constantly questioning information, a strategy was developed for Adams, part of the Sears Group, the market leader of the £991m, childrenswear market for 0-10 year olds with a c10% volume share.
Agency:Author: Giselle Okia

Adams: Where is the 'Ahhh' factor?

INTRODUCTION

This is the story of a brand leader, which hadn't advertised for many years, and which needed to guard against threatening long term business issues, by building greater loyalty amongst its customers.

This paper outlines how an open-minded approach to planning avoided the danger of slipping into the advertising conventions of the childrenswear market by challenging superficial attitudes towards the category and getting under the skin of real consumer motives.

BACKGROUND

Adams, part of the Sears Group, is market leader of the 991 million, childrenswear...

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