Best&Less: The LAB experiment

This case study explains how Best&Less, a clothing retailer, overcame negative consumer perceptions using an unbranded pop-up shop in Australia.

Best&Less: The LAB experiment

Peta MortonBanjo

This is a story about studying life, not numbers or advertising.

Of not just reading the client research, of not just talking to consumers or running focus groups, but getting out and observing them shop.

Best&Less were transforming.

Best&Less, one of Australia's largest retail chains, was founded in 1965 on the promise of affordable clothes for the family. Establishing its positioning of cheap, cheap, cheap, Best&Less was known for its economical in-store appearance and its advertising tagline "You don't pay for any fancy overheads".

In recent years Best&less had been working hard to...

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