Page 2 - In Every Story_Flip_Eng

In

every

story… TM/MC

Overview

We’re launching In Every Story... to replace our in-house

Penningtons label.

We want to build a partnership rooted in fit expertise, value and
style so our customer can be the heroine of her own fashion story.

She should think of us as her fashion editor; providing her with a

versatile wardrobe that fits every moment of every day in every

story of her life.

Soft launch: Monday January 15, 2018 (wallpaper set-up) and Sunday
January 28 (visual + marketing set-up).

Official launch: Monday February 5, 2018 (remaining marketing set-up,
marketing campaign, customer emails)

• Be a leader on the affordable fashion landscape

• Shift the perception to recognize Penningtons as a
Business Objectives fashion destination for plus size women aged 35-50

• Elevate our customer’s interest in fashion

• Build a lifestyle brand rooted in versatility and value

• Create a unique and engaging experience that
Marketing Objectives develops loyalty and shopping frequency.

• Draw in and acquire new customers

Our customers need reassurance and validation

when building their wardrobe.