House of Fraser, a beloved department store chain with a rich history, is currently undergoing a significant transformation in an effort to redefine its place in the retail world. Following its acquisition by retail mogul Mike Ashley’s Sports Direct International in August, the company is aiming to reemerge as ‘the Harrods of the high street’, a bold and ambitious goal that signifies a new era for the brand.
The task of spearheading this ambitious rebranding campaign falls on the shoulders of the creative minds at Who Wot Why, the newly appointed ad agency for House of Fraser. Despite the company’s challenging circumstances, the selection of Who Wot Why took place prior to the acquisition and has since continued under the new ownership.
The new owners of House of Fraser are determined to shake up the high street market by infusing the brand with a fresh and contemporary perspective. Gone are the days of traditional retail approaches – the rebranding efforts promise to usher in a new chapter for the iconic department store.
This strategic shift in branding is not merely a response to House of Fraser’s recent financial struggles; rather, it is a testament to Mike Ashley’s vision of reinventing the business and reclaiming its former prestige. Through innovative and modern branding tactics, House of Fraser is poised to make a bold statement and reestablish its presence in the competitive retail landscape.
As the journey of rebranding unfolds, all eyes will be on House of Fraser to see how it positions itself and whether its new branding initiatives resonate with consumers. The collaboration with Who Wot Why holds promise for an exciting and rejuvenated House of Fraser brand, ready to take on the challenges of the modern retail world.
For more information on House of Fraser’s rebranding efforts, visit their official website here. Additionally, to learn more about Who Wot Why, the creative agency behind the transformation, click here.
