Making Jigsaw the leader of the opposition

This case study describes how Jigsaw, a UK clothing retailer, returned to sales growth by targeting younger shoppers with a new message.

Making Jigsaw the leader of the opposition

Neil Hourston

Campaign details

Client: JigsawAgency: The CornerBrand: Jigsaw

Summary

Fast fashion has been the dominant system on the high street for the last 15 years.

Brands like Zara, H&M, Primark and TopShop ruthlessly replicate catwalk fashion at speed, and manipulate the high street with a relentless stream of low cost fashion.

And in turn, "Buy, Dispose, Repeat" has become the shopper mantra, as a new generation of fashion consumers head to the high street every Saturday for their weekly fix.

And what of Jigsaw?

A former leader...

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