New Look has been a staple on the British high street for 50+ years.

Now, they’re fast adopting new frontiers. Ready, testing, and learning.

For this episode, Paul had the pleasure of interviewing long-time peer and industry pal, Raine Peake (Head of Marketing & Customer Growth @ New Look | ex-Director @ Jigsaw, Mint Velvet & Farfetch).

Together, they dive deep into the importance of – and tactics behind – investing in the right brand strategies to purpose-build passionate communities. Their expert takes on personalization through AI, engaging gamification, Out-Of-Home advertising, store refurbishments & influencer marketing are all included.

Tune in to hear Raine’s advice for…

• Creating Strategic Squads to Build Local Communities: Right now, New Look is running a highly successful experiment. The brand has overhauled one of their stores in Manchester, supported with numerous marketing activations – led by a dedicated in-house ‘Squad’. Taking up 25% of the assigned team members’ time, the benefits seen in awareness, growth, and conversion have far outweighed the cost. Now you can learn Raine’s formula for ‘Squad’ success, too.

• Turning Employees into your Biggest Advocates: Often overlooked, at the expense of your easiest brand win. Your employees are easily your best Advocates – a fact that’s especially true when it comes to fashion brands. They know everything about your product, are (ideally!) incredibly passionate about the brand, and (one better) often model the clothes themselves. Learn why the next frontier of building Brand Advocacy lies with them.

• Knowing the Place of AI, Personalization & Gamification: Big buzzwords here, for good reason. As Raine explores these domains for New Look, she openly shares her favorite insights so far. Her north star in these realms? Data, data, and data.

All the practical and tactical advice any Brand Builder needs from Raine is waiting.

Rate & review Building Brand Advocacy:

• Apple Podcasts

• Spotify

Connect with Raine:

• On LinkedIn