ghd - Creating a Premium Shopping Experience Online

Andrew Hovells, Peter Harris and Dawn Williams

This is not a traditional communications story about the impact of advertising, but is instead about how a brand was able to take back some control using its website to protect brand assets in an online market place.

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...

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