Style Without The Effort
Bicester Village wanted to reach a male audience who were visiting the retail outlet but were not purchasing. We needed to change this and communicate their unique positioning of accessible luxury.
Playing off the trend in menswear advertising of portraying an idealised, unattainable version of the modern man that doesn’t speak to real people, we wanted to show that Bicester makes luxury less intimidating. Developing a light-hearted campaign featuring a try-hard fashionista, architect and DJ, we subverted the stereotype to produce fun, stylish content which reflected the outlet’s position in the world of luxury fashion.
The campaign drove an increase in engagement, positive sentiment and footfall at Value Retail outlets. It received widespread coverage across key male lifestyle publications including GQ and Esquire and was acclaimed for a unique and refreshing approach to fashion communications.