Revived Aquascutum Brand to Regain Lost Ground with Engaging Content

Following its acquisition last year by YGM, luxury retailer Aquascutum is aiming to re-engage old customers and capture fresh market share with a facelift of its branding along with a focus on content.

Aquascutum has already relaunched its website and has returned its presence to London's West End. The company is also hoping to launch a bigger flagship store next year. Their over-riding goal is to remind previous customers that they are still invested in British heritage products such as trench coats, while also appealing to new, younger consumers through design innovation and high fashion.

Emma Godfrey, Aquascutum eCommerce Manager, commented: "We want to reignite the brand. We are committed to elevating the brand image of Aquascutum and regaining some credibility with the luxury fashion market after the past couple of years."

To further its cause, Aquascutum is now focussing on engaging content to improve its website product pages, as well as to boost its relaunched social media pages and direct marketing campaigns. The firm is also keen on adding video into the mix, to highlight its Spring/Summer collection with behind the scenes footage of the latest shoots, interviews with designers and advice on new trends.

Godfrey concluded: "Engaging with your customer, especially online, you want them to keep coming back and the only way they're going to do that is if you're enticing them in. Brands need that more editorial-based content, especially with newsletters and email marketing. You want to make it exciting so traffic converts. The pressure is there now to constantly produce the newest most exciting form of content."

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