The Farmers Trading Co: Repositioning a NZ retail icon

Category: Grand EFFIE for Sustained Success
Agency:.99
Advertiser:The Farmers Trading Co Ltd

SUMMARY

Six years ago, Farmers was losing millions of dollars annually, and its future was under threat.

A repositioning into high-margin fashion was the opportunity to return to relevance and profitability. Thanks to a sustained market-leading fashion communications strategy, Farmers has been transformed into a fashion authority for middle New Zealand.

BUSINESS CHALLENGE

In order to move into sustainable profitability, Farmers’future lay in higher-margin, fashion-related categories. The issue was that the brand had a massive image problem – they were dangerously out of touch. Customers thought the brand was "frumpy" and for their mum, and felt they were making a sacrifice to shop there for fashion.