George at Asda Denim Refresh

There has been a shift in shopper mindset with the purchase of jeans, this is due to a mix of trend preference, cost-of-living and sustainability awareness as shoppers look to make their existing jeans last longer and are growing spend in trousers. Over the past 5 years there has been a frequency decline, with the average shopper buying jeans twice a year and less than 25% of clothing shoppers buying women’s jeans in the past year.

In a declining market and category, George needs to stand out to get shoppers to buy into and love their jeans. Our brief was to improve quality perception of George denim growing market share and shopper loyalty.

Working with the George team, we undertook a category refresh for the Denim department across in-store and online. Communication was at the heart of the refresh, with fit, rise and price information being key. With that in mind we created a Denim identity and creative toolkit that could be utilised across all channels to create a seamless and consistent customer journey across all customer touch points to ensure a consistent and strong presentation.

Taking the creative toolkit, we applied the refreshed department identity to in-store, on-product tickets and online. The new look department launched in-store and online this month.