ghd – Creating a Premium Shopping Experience Online

Andrew Hovells, Peter Harris, Dawn Williams - TBWA\ Manchester

INTRODUCTION

ghd is the leading hair styling iron in the UK.

Used to style hair, it is coveted by women as the must-have brand; lusted after by celebrities and used on the catwalks of New York and Milan.

Growing from zero to a £100 million business in 6 years from 2001–2007, it is a rags-to-riches brand story that was acknowledged by Cool Brands 2008/2009.

However, in early 2008 ghd's world was undergoing serious changes.

The economic climate was toughening, retail sales were beginning to decline and an online retail environment booming with competitors and counterfeiters was exerting pressure on margins and the hard-won exclusivity of the brand.