M&S Fashion Camp roadshow

M&S

M&S Fashion Camp roadshow

Why

M&S were undergoing huge strategic change in their womenswear department, from the products to the store environment. In order to communicate these big changes, a large colleague engagement programme needed to be rolled out.

How

To communicate the message to the masses, fresh developed a seven-date roadshow across the UK to recruit M&S’s Fashion Army. The strategic idea was to take store colleagues back to training at Fashion Camp and rewrite the rulebook – delivering a fun and engaging event like no other.

What

fresh developed a roadshow which would reach the M&S store colleagues in an emotive and impactful manner. The show consisted of a morning plenary, interactive breakout sessions, and was rounded off with a high-octane fashion show.

We designed the look and feel of the event, creating immersive environments at each venue, delivering a number of engaging films, and producing a 3D cascade kit for store teams to continue to train colleagues after the event.

The event was incredibly successful in capturing hearts and minds of store colleagues during a time of immense change in the womenswear department, engaging 2000 delegates during the event and a further 3000 through cascade events.

This formed the basis of the successful womenswear relaunch for M&S in Autumn 2013, which generated huge media coverage and resulted in many key products selling out ahead of target.

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